With our student enrollment census for this semester now complete, I want to share the highlights of student profiles this fall.  

As you know, our strategic plan challenges us to reach a total enrollment of 30,000 students by 2030. I remain confident of that goal because of all the benefits the Missouri State University system has to offer students, families, alumni and community partners. I also continue to see a strong level of commitment across the university community to reach that goal.  

We have exceptional academic programs that meet the needs of students and the workforce. And we continue to assess our academic programs for areas where we can deliver valuable innovation.  

Systemwide headcount is currently 26,917 students. This is down 1.1%, compared to our record enrollment last fall. The Springfield campus headcount tallied 25,039, while the West Plains campus enrolled 1,878 students.  

On the Springfield campus, undergraduate enrollment held nearly steady, down 0.9%. The university welcomed 2,506 first-time students this fall. Retention among the first-time student cohort in fall 2025 moved up to 76.9% over the fall 2024 incoming group. Graduate enrollment decreased by 3.4%.  

The university continues to add dual credit enrollments due to the later start of Missouri high schools. 

Our plan to reach 30,000 students

As all of higher education endures the continuing headwinds of the demographic cliff, state and university financial challenges, and public cynicism about the value of a college education, many colleges and universities are investing in new resources to generate innovative ways to attract and retain students. 

Under the leadership of Dr. Dawn Medley, vice president for enrollment management, we’re reallocating our current admission recruitment resources and ensuring our financial aid and scholarship packages are as competitive and comprehensive as possible. One example of our new approach is the recent launch of strategic enrollment management playbooks; these will help ensure the entire campus can participate in supporting our growth.  

Our enrollment goal is not one that can be accomplished by one unit – every faculty, staff, alumni, student and Bear community member has a role to play in recruiting and retaining students. 

Given the many excellent academic and co-curricular programs we offer, the university is well positioned to increase enrollment. And, as I’ve said often, we hear daily from students about how much they value their Mo State experience, whether in the classroom, in competition, through student activities or in the greater Springfield community. 

Adding to the new energy within the enrollment management team, we’re elevating our marketing game to support external recruitment messaging as well as telling the stories of our entire university. In July, we welcomed Mark Danes, vice president for marketing and communications, whose proven record of implementing creative and strategic marketing, brand management and public relations tactics will amplify our outreach, engagement and public appreciation among prospective families, alumni, the campus community and our partners across the state and nation.  

Additionally, the university is in the process of developing a refreshed brand platform that will be launched in the first quarter of 2027.  I’m excited about the rollout and appreciate all the time and input our entire campus community has provided to shape how we tell our story. This brand refresh process has given us a special opportunity to build more momentum and further distinguish Mo State from the pack. 

You can sense the excitement on our campus, and I couldn’t be prouder.

Colleges lead the way

Even as overall headcount remains constant, parts of the university are expanding. The McQueary College of Health and Human Services is now Missouri State’s largest college by enrollment, growing 4.7% to 4,742 students this fall.  

The shift reflects sustained demand for healthcare careers, including nursing and other high-need fields, as regional employers continue to seek graduates ready to enter the workforce. The trend aligns with the university’s strategic goal to focus on programs that connect students to in-demand careers close to home.  

The College of Education also grew 2.3% to 1,644 students and remains the top producer of educators in the state.   

The university’s main story has always been about generating opportunities for our students, for our region and for the state. Focusing on ensuring students have exceptional experiences across the university is our collective calling and main purpose. 

In fact, we’re currently working on completing a comprehensive economic impact study to quantify the university’s economic contributions to Springfield, Southwest Missouri, West Plains and surrounding areas, and the state of Missouri. That study should be completed by the end of January. 

As our strategic plan evolves, we’ll continue to focus on meeting students’ needs, whether that’s a first-year student, transfer student or an adult who started down the path for a degree in the past and now seeks to complete it. Missouri State is going to keep delivering for the state and nation.  

State of the University address

I hope you’ll join me at noon Oct. 2 in the Plaster Student Union Theater for my State of the University address. I’ll share a one-year progress report on Igniting Opportunity, our 2025-30 strategic plan, and where we’re headed next.

It’s a great day to be a Bear!  

Biff