Provides the strategic foundation for university-wide, brand-based decisions and consists of the university's mission statement, vision, brand drivers, key messages and proof points, and slogans/taglines

 

A brief statement of Missouri S&T’s purpose that guides the university’s actions

Integrate education and research to create and convey knowledge to solve problems for our state and the technological world

 

A brief statement that outlines what Missouri S&T wants to be and provides a source of inspiration for the future

To be recognized as one of the top five technological research universities in the nation

 

The distinctive features of how Missouri S&T carries out its mission and transforms students and society. They provide the foundation for all actions and messages. Although they should be used consistently throughout the organization, they can be articulated in different ways.

1. Practical, applied experiences
2. Successful graduates
3. Sustainable economic impact
4. Strong reputation
5. Broad range of engineering and science degree programs
6. Supportive communities

 

Each brand driver should be supported by proof points (data, anecdotes, and examples of how and why the brand drivers are true). While the brand drivers should remain the same, key messages and proof points should change depending upon the application and the audience. They are kept fresh and resonant by the communications team.

Practical, applied experiences

1. Undergraduate research
2. Student design teams
3. Applied service
4. Study abroad
5. Co-ops and internships

Successful graduates

1. Highly paid positions graduates like and can do well
2. Career connections through alumni and recruiters
3. Job placement resources

Sustainable economic impact

1. Education – High percentage of first-generation college students
2. Research and alumni business/success

Strong reputation

1. High School Counselor Rankings of National Universities (2008)
2. Recruiters’ commentary on the success of S&T grads
3. Premier technological research university
4. Founded in 1870

Broad range of engineering and science degree programs*

1. Energy and environmental research
2. 15 accredited undergraduate engineering programs

Supportive communities

1. More than 2,300 Missouri S&T students participate in intramural athletics, and 340 student athletes compete in the intercollegiate athletics program.
2. Missouri S&T’s Shamrock Chapter of the National Residence Hall Honorary (NRHH), an organization composed of the top 1 percent of residence hall leaders, was recognized as the Chapter of the Year for leadership initiatives and programming on campus and in the MACURH region. (2008)
3. Missouri S&T recognizes 25 fraternities and sororities. 28 percent of the campus is involved with a national fraternity, sorority or historically African-American Greek letter organization.
4. With more than 200 student organizations, there’s a place for everyone to get involved, including through music, theatre or the student newspaper.

 

Used as a “closer” in Missouri S&T’s communications materials and media to reinforce the university’s brand and give depth to its messages.

• Academic Reputation: What’s new at Missouri S&T?
• Admissions: Discover. Create. Innovate.
• Advancement: Advancing Excellence