What it takes the montana state story

TO BUILD A COMPELLING CAMPAIGN PLATFORM IN TODAY’S WORLD THE MONTANA STATE STORY... MONTANA STATE’S WORLD– Create a culture of philanthropy • THE FIRST CAMPAIGN IN SCHOOL HISTORY – $300

TO BUILD A COMPELLING CAMPAIGN PLATFORM IN TODAY’S WORLD

THE MONTANA STATE STORY

BILL FAUST KATHLEEN SAYLOR

• Insights and Strategy

• Creative and Activation

• Lessons Learned

HIGHER

EDUCATION:

THE

LANDSCAPE

• SHIFTING REVENUE STREAMS

with tuition and state funding under pressure, philanthropy is now critical

• A NEW “ARMS” RACE

as the landscape becomes more competitive, institutions are investing more to win

• ALUMNI ENGAGEMENT

increased mobility, multiple degrees and student debt create barriers

• THE ATHLETICS PARADOX

the top publics have skewed public perception

TODAY’S WORLD

TRENDS IN

PHILANTHROPY

TODAY’S WORLD

MONTANA

STATE’S

WORLD

MONTANA STATE’S WORLD

• SETTING

– Bozeman, Montana

– Surrounded by five

mountain ranges

(Bridger, Tobacco Root,

Big Belt, Gallatin and

– 87,000+ living alumni

• ACADEMIC EXCELLENCE

– Goldwater Scholarships (ranked 8th

in the nation) – Rhodes Scholarships – Marshall Scholarships – Udall Scholarships

MONTANA STATE’S WORLD

THE

– One of only 108 colleges and universities in the nation (out of more than 4,600) that maintains

“very high research activity”

per Carnegie Foundation for the Advancement of Teaching

– Over $100 million spent on research every year

– Of the 108, only 51, including MSU, are also classified as having

“significant commitment to community engagement”

MONTANA STATE’S WORLD

– Create a culture of philanthropy

• THE FIRST CAMPAIGN IN SCHOOL HISTORY

– $300 million goal

• SUCCESS IN THE QUIET PHASE

– Major gifts

• BALANCING TRADITION WITH VISION

– Campaign priorities

BUILD A COMPELLING CAMPAIGN PLATFORM

IN TODAY’S WORLD

THE CHALLENGE

KEY INSIGHTS

STEP 1: RESEARCH

AUTHENTICITY

WOULD BE CRITICAL

KEY INSIGHT #1

REAL PEOPLE - REAL PLACES - REAL STORIES

A STRONG SENSE OF PLACE

KEY INSIGHT #3

MOUNTAINS AND MINDS

KEY INSIGHT #4

THE LAND GRANT MISSION

ACCESS FOR ALL

KEY INSIGHT #5

OPINIONS VARIED ABOUT THE NEED

START WITH WHY

A CLEAR MESSAGE

STEP 2: STRATEGY

ORGANIZING THE VALUE PROPOSITION

CORE MESSAGE

EDUCATION FOR ALL

PRODUCING AN EDUCATED CITIZENRY

MONTANA AND THE WORLD

STATE AND GLOBAL IMPACT

So the world gets

serving the state of Montana to the highest level

An institution dedicated to the success of students and communities in Montana and beyond

ATTRIBUTES

BENEFITS

A CLEAR MESSAGE

It takes a lot to build a future

To move from where we’ve been to

where we’re going.

To traverse the distance between what

we’ve already made real and what

we’re capable of making possible

We know.

We’ve done it.

And we’re ready to do it again.

Because we’ve got what it takes

to build a Montana State for the

What it takes The Campaign for Montana State University.

A BIG IDEA

STEP 3: CREATIVE

CASE STATEMENT

INITIATIVE BROCHURES

Acoustic Atlas

COMMUNITY AND GLOBAL ENGAGEMENT FUNDS

EMBRACING THE WILD

College of Nursing Endowed ChairPROFESSORSHIPS AND CHAIRS

SUPPORTING

HEALTHIER COMMUNITIES.

College of Nursing

With the right mix

of financial support, experiences and capabilities, MSU nursing graduates can establish themselves

in communities where they will have the greatest impact.

Emerging Scholars GrantsSTUDENT SUCCESS

PUSHING STUDENTS FURTHER

AS THEY REACH THEIR POTENTIAL.

Fraternity and Sorority Leadership

LEARNERS AND LEADERS

THE BONDS THAT STRENGTHEN CHARACTER AND COMMUNITY

The Graduate School

Graduate research

is essential to MSU’s land-grant commitment

to discover, create and share knowledge.

Investing in graduate education bestows a legacy of innovation and economic prosperity for future generations

Honors College

The Honors College

is challenging high-achieving and from across the state challenge is to bolster the Honors College with investments

in scholarships and interdisciplinary

Jake Jabs College of Business & Entrepreneurship

The new Jabs Hall has created a surge of energy on campus Now it’s time to capitalize

on that momentum and invest in the engines driving the future of business—our faculty and programs

Montana Promise ScholarshipsSCHOL ARSHIPS AND FELLOWSHIPS

CREATING

A BRIGHTER FUTURE

FOR MONTANA STUDENTS.

Nursing Domestic and International OutreachCOMMUNITY AND GLOBAL ENGAGEMENT FUNDS

SHAPING THE FUTURE

THE WORLD NEEDS

NOW.

ScholarWorksCOMMUNITY AND GLOBAL ENGAGEMENT FUNDS

ADVANCING THINKING

AND SHARING KNOWLEDGE.

South Campus ProjectLEARNING AND LEADERSHIP CENTERS

EMBRACING NEW IDEAS AND

PUSHING THINKING

TO THE EDGE.

Student Teacher Scholarship FundSCHOLARSHIPS AND FELLOWSHIPS

JOINING WITH COMMUNITIES

SHARING KNOWLEDGE

Veteran Families Freedom ScholarshipSCHOLARSHIPS AND FELLOWSHIPS

HONORING SERVICE

AND ENSURING ACCESS

Visiting Professorship in Education, Health and Human DevelopmentPROFESSORSHIPS AND CHAIRS

BUILDING ON A COMMITMENT

TO ADVANCE THINKING.

Voices of the WestPROFESSORSHIPS AND CHAIRS

VOICES OF THE WEST: TELLING STORIES THAT MATTER

ADVERTISING

COMMUNICATIONS

6

Campaign overview

purpose

The purpose sets the direction of the

Campaign’s communications and focuses

the messaging Ultimately, it gives the

Campaign meaning and context This Campaign is about the

promise of MSU By serving the sons and daughters of our state and beyond, we are serving the world

Access for students from Montana and beyond

Excellence

in academic disciplines and research

Wide-reaching impact on our state, country and global community

1 2 3.

4

Campaign overview

It takes a lot to build a future

To move from where we’ve been to where we’re going

To traverse the distance between what we’ve already made real and what we’re capable of making possible

It takes a lot to push our students further as they reach their potential

To do what’s right for the sons and daughters of Montana, and beyond

as they continue their proud legacy

advance thinking through breaking research To join with knowledge with the people of our state, our nation and our world

ground-We know

We’ve done it

And we’re ready to do it again

Because we’ve got what it takes

to build a Montana State for the next 125 years

To challenge a new generation

of Bobcats to create new worlds, embrace wild ideas and reach greater heights

It takes the determination to push thinking to the edge The commitment

to join together as one The courage

to defy convention The ambition to do more than we’ve ever imagined

And the guts to stand together, roll up our sleeves and get it done

Because this is your Montana State

Where it doesn’t matter where you’re from We discover who you are

Where we won’t wait to see what the future holds We grab it ourselves

Where we know that mountains can move minds, and minds can move mountains

To create smarter, healthier communities To build a better Montana To shape the future the world needs now

What it takes The Campaign

positioning statement

The positioning statement is a concise

articulation of what our Campaign stands

for, and it describes the importance and

It elevates our strengths, inspires our

messaging and voice and identifies what

our audiences can expect from us It forms

the basis of an ownable, unique identity

for the Campaign

Although it’s not intended to be used

verbatim — and it’s designed for internal

use only — elements of this positioning may

be used in external communications

10

message and voiCe

messaging strategy

How to use our messaging map

Our key messages are organized in a hierarchy to help us prioritize what we say

what we give:

attributes

An attribute is what we offer

to our audiences Attributes include the products, services, knowledge and unique offers that we bring

we offer, the answer to the question “so what?”

or “why do we care?”

attribute and benefit mapping : building a Key message

Attributes and benefits are organized into a hierarchy that builds up to

a core attribute and a core benefit These are placed

on a map to show how the attributes and benefits work together, and how the core attribute and core benefit are points This map provides the foundation for brand messages that are clear, consistent, and compelling

A2

B2 A2

B2 A2

B2

A1

B1

Attributes Benefits

supporT poinTs

supporT poinTs

Secondary Attributes

core Message

Secondary Benefits

Programs and resources to ensure success and growth

A focus on shaping career-ready graduates who are equipped for success

A catalyst for realizing success and future opportunities

Increasing performance and graduation rates

Access for all Montanans

Leadership that propels the institution forward

Resources to accelerate student and faculty success, creating new

Prestigious awards, accolades and recognitions

Facilities and spaces that allow for rich learning experiences and research opportunities

Relentless dedication to elevating academic and research efforts

Faculty who are passionate, driven, innovative and creative

Engagement in the critical issues of our time

A global view to ensure wide-reaching impact

Sharing discoveries and innovations with the world

A deep commitment

to advancing the state and responding

to needs

Developing leaders in thought and action

An institution that

is shaped by the state’s landscape and character

Fulfill and expand the land-grant mission by serving the state

of Montana to the highest level

An institution dedicated to the success of students and communities in Montana and beyond

Producing an educated citizenryEducation for all

State and global impact Montana and the world

A university that excels

Commitment to excellence

core Message

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32

What we have the power to do today—through our unprecedented campaign—will push Montana State further than ever imagined It’s time to take a bold step forward for Montana and beyond

Because it takes a lot to move from where we’ve been to where we’re going

To traverse the distance between what we’ve already made real and what we’re capable of making possible

And for every future breakthrough, every new discovery and each generation of students to come,

THIS IS

TO STAND OUR GROUND, ROLL UP OUR SLEEVES

AND

GET IT DONE

TO STAND OUR GROUND, ROLL UP OUR SLEEVES

DESIGN ELEmENTS

Like the Campaign logo and color palette, the brand’s design elements can become recognizable when used consistently and clearly These graphic devices allow the Campaign to feel like the Montana State university brand, while still carving out its own unique look and personality

The gradient overlay

Use this graphic device as a grounding element for typography, allowing a composition to lead with

a large-powerful image and still accommodate text Be sensitive to legibility when you use this element

The short rule/dash

This graphic device creates hierarchy and structure within a composition

Use it for a strong, centered composition on covers or editorial spreads, or to emphasize a phrase

or quote

DESIGN LANGUAGE

37

photography

portraiture Show closely cropped and centered portraits of students, faculty and citizens of Montana These

portraits show the subject looking straight into the camera, or slightly away fully engaging the viewer with an authentic and powerful image of the sons and daughters of Montana This portraiture should feel raw, gritty and real

design language

note: Photography, used in any application, should include a source and permission from photographer (if outside source).

Some of the photography shown here is meant to give guidance on imagery, and is not MSU photography

38

photography

slice of life Capture close-up images of the students, faculty, staff and citizens of Montana as they learn, live

and engage in research Subjects should be closely cropped so that images set a tone and gain a real-life, everyday quality

design language

note: Photography, used in any application, should include a source and permission from photographer (if outside source).

Some of the photography shown here is meant to give guidance on imagery, and is not MSU photography

Build awareness through education

Invite participation and involvement

Drive excitement

by promoting a vision

Demonstrate progress and success

Provide interactive resources

40

stationery

bringing the Campaign to life

purpose

The purpose sets the direction of the

Campaign’s communications and focuses

the messaging Ultimately, it gives the

Campaign meaning and context this Campaign

is about inspiring aCtion.

Montana State University is a community of doers That community constantly rallies around the world-leading work we do—our research, innovation and discovery—which is possible only through philanthropic support

Simply put, this Campaign must turn passionate witnesses into active participants and motivate the previously engaged to give more This will ensure that the university can continue generating the results that change the way the world works and lives.

1

Reinforce that MSU

is building for today

and for tomorrow

2

Create a sense of urgency, articulating why giving is important and why now is the time

3

Build an understanding of the value of private support

4

Increase alumni engagement and participation

4

Build greater support for the work going on at the university

4

Garner support

to further MSU’s reputation

photography

39

examples

note: The following examples were created to show how collateral

can be designed using the new Montana State Campaign brand Some

of these examples are samples, and have not been produced

Using Color

SPECIAL VARIETAL BALANCED TRADITIONAL

• Events (e.g., Fashion Show, Pratt Show, etc.)

• One-offs, impact pieces, trendy things

• Annual Lecture Series

• Current students

• Current faculty and staff

• Parents of current students

• Accepted students, but not yet enrolled

• Newer and younger alumni

• Industry

• Prospective students

• Older alumni

• Most conservative and hallmark pieces

To strike the right balance of color for each audience, use the vertical banding as a guide

to proper color ratios

It’s not a precise mathematical system, but this chart should provide an idea of relative use Heritage colors will always play

a role in each sub-palette, even if it’s a minimal one

Colors can range from formal to casual and from subtle

to bold, depending on the purpose and audience of each communications piece

Use the miniature version of these less familiar/more familiar and flexible/rigid axes as a starting point to choose the palette that will project the right mood for each piece

LESS RIGID RIGID

p r at t i n s t i t u t e Identity Guidelines COLOR 45

Body copy—Sentinel Book

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design language

typography

The preferred font weights, shown below, should be used most often for design layouts