Brand Updates

Lessons learned from the Alumni Association and Bear Bulletin redesigns

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We recently, by that I mean a year ago, decided it was time to redesign the Alumni Association’s digital communications. Before embarking on this glorious journey we first needed to figure out what we wanted to do and why were doing it.

Make a game plan

We developed a set of goals to help us keep our audience in mind.

  1. User access to information on mobile devices
  2. Clear calls to act for alumni to engage with the unviersity
  3. Streamline university news with alumni centered stories from the printed magazine
  4. Implement our sub-brand across all communication platforms

Then laid out the three phases we planned to execute.

Phase 1 – Missouri State Magazine online

During this phase we found alumni want to get their printed magazine in an easy to read online format. So, we tore down the old magazine site and built a new blog. Through the use of syndication we are able to pull real-time stories from the university communications department. We can now feature stories from the news, highlight faculty work, showcase student awards and give a home to all the alumni stories. The Bear Bulletin blog is mobile friendly and ties directly to our website.

From old to new – blog




Phase 2 – New mobile friendly website

Next step, updating our website to streamline information about events, programs and ways alumni can volunteer. Warning, don’t go into a website redesign before a major event. I planned to finish the redesign before Homecoming, but didn’t take into account all the updates to the Homecoming website.

Again, we went back to our goals and consulted the Alumni Association Board and Council. Since mobile stacks information into one column, we created a hierarchy for the content and used clear calls to act buttons on our Missouri State University Alumni Association website.

A mobile friendly site

old alumni site
new alumni site
old not mobile friendly alumni site
new mobile friendly alumni site

Phase 3 – New e-news letter

Again, the data showed us nearly 50% of the audience accesses our email from a mobile device.  We stuck with one column, used more full-width photos, added calls to act buttons and reduced the text.

An email you want to open




What we learned

  • Timeline for completion
    • Keep in mind vacations
    • Summer was great for us
  • Website
    • Plan ahead for any major content editing on your site
      • Ex: Homecoming is our biggest event and we were in redesign – not so good
    • Build site map
      • Before you start rearranging look at site navigation first
      • Then layout your pages
    • Review links on your site and pointing at you
  • Check mobile

You can download the full presentation for reference Alumni digital redesign-MarCom.

University advancement sub-brand finds its voice

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With the launch of the university advancement sub-brand, special focus is given to messaging to ensure maximum readability when writing for alumni, donor and friends of Missouri State.

Below are some of the best practices being executed in the development of sub-brand text to boost comprehension, retention and action.

Contributed by Michelle Rose

Shorter is better

  • Shorter paragraphs
    • One to three sentences. Three is max. 25 words max for lead, i.e., first paragraph.
  • Shorter sentences
    • Eight words is perfect sentence length; occasionally longer is OK; 21 words should be max
  • Shorter words
    • Goal is five characters; one syllable or two is ideal

Be visual

  • Use large images
  • Break up text with infographics/numbers/timelines

Ellis Hall

More entry points

  • In text longer than 250 words, ensure there is at least one overall headline, and a minimum of two subheads
  • Create infographics
    • If something is a number, date, fact, timeline, etc., pop it out in a large box rather than keep it in paragraph or narrative-style text
  • Use more “chunks” of information
    • For fact-based stories that don’t have a natural story arc (nonprofiles, nonnarratives), break out each “thought” or thesis into its own chunk, complete with a mini headline or subhead
  • Break out all calls to action

Flex voice to connect with readers

  • Ask more questions (How will you inspire others? Etc.)
  • Be personal by using more us/you/we language (i.e., not “The university will endeavor to accomplish the goals” but “we will reach our goals.”)
  • Don’t use passive sentences
  • Focus on MSU pride and more use of the words from the overall university branding campaign

Brand-backed works bring home CASE Gold

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Works by members of the publications office were recently recognized by the Council for the Advancement and Support of Education, District VI, with top honors for design and writing.

Student recruitment – Viewbook prospectus

MSU viewbook

The undergraduate viewbook was awarded Gold in the 2018 CASE competition. The viewbook highlights the design talents of Veronica Adinegara, senior graphic designer, and prose of Michelle Rose, writer/editor. Images featured in the viewbook are works by the MSU office of photographic services.

Periodical staff writing – Missouri State magazine features

Missouri State MagazineAlumni enjoy a variety of feature articles each issue written by Michelle Rose. Her feature writing was recognized with a Gold award. Features include “Inspiration, innovation, imagination, inquiry, impact: Research at Missouri State,” “Flash backs: Stories from alumni who played important roles in Homecomings Past” and “Singing to the nation our message of unity and hope.”

 

 

Institutional relations – Annual report

Foundation Annual Report

The Foundation Annual Report provides a financial and activity report to members of the Missouri State University Foundation, as well as those interested in the university. Teri Poindexter, graphic designer, was recognized with a CASE Gold award for her work on the publication, which highlights the university advancement sub-brand.

Other publications earning CASE recognition are the 2017 issue of Mind’s Eye with a Silver award, designed by Amy Schuldt, and the alumni magazine feature “Singing to the Nation Our Message of Unity and Hope,” with a Bronze award written by Michelle Rose and designed by Amy Schuldt.

Let’s get personal

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VDP example

With a little planning and a lot of data, you can reach your target audience with specialized messaging through variable data printing.

Missouri State is reaching out to prospective students through personalized messaging that provides information that is relevant and timely.

Working in partnership with the publications office and printing services, the admissions office reaches high school students throughout the semester, with targeted publications. Each print piece is complimented by digital campaigns and student calling efforts.