The Metro State Brand:

1
Welcome!

• The Metro State Brand
• Where Success Begins
• With You

2
Metropolitan State College of DenverMessage
Training

• Stacy Lewis Associates
• February 2007

3
Why Message Training?

• There is only one thing in the world worse than
  being talked about and that is not being talked
  about.
• --Oscar Wilde

4
Goals for Today

• Understand how to talk about the new Metro
  State brand
• Understand how student success and Metro States
  external image begins
• with you
• Help all Metro State employees effectively tell
  the Metro State story, no matter what the setting

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Key Issues We Are Trying To Overcome

• Awareness
• Many people hadnt heard of Metro State
• Many confused about what Metro State offers
• Reputation
• Second chance, last hope, just Metro
• 4-year community college
• Esteem
• Underdog, chip on shoulder, second-class citizens
• Self-esteem issues pervasive among all aspects of
  school students, faculty, alumni, culture

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Who Are We Talking To?

• Faculty, Staff
• Current Students
• Prospective Students
• Alumni
• Community Partners
• Campus Partners
• Board of Trustees/Foundation
• Friends, Neighbors, Family
• Media

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New Metro State Positioning

• Metro State Provides a More Relevant, Enriching
  and Individualized Education.
• New Tagline
• Where Success Begins With You

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Metro State Elevator Speech

• As Colorados best value in higher education,
  Metro State has a strong impact on our states
  economy by empowering students to excel and
  achieve success through academic experiences that
  are relevant, high quality and diverse.

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Four Key Messages

• High-Quality Education
• Relevant, Enriching and Individualized Academic
  Experience
• Urban and Diverse
• Best Value

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Key Messages

• Metro State, with the second largest
  undergraduate student population in Colorado,
  provides a high- quality education to a broad
  range of students.
• More than 21,000 students of diverse age,
  ethnicity, culture and background
• Great programs (aerospace, criminal justice,
  nursing, teacher education)
• Award-winning faculty with a passion to teach
• Numerous schools, degree and program options
• METRO STATES SUCCESS BEGINS WITH YOU.

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Key Messages

• Metro State offers a more relevant, enriching and
  individualized academic
• experience.
• Smaller class sizes with accessible, attentive
  faculty
• Blend of academic theory and applied/experiential
  learning
• Numerous schools, degrees, program and scheduling
  options
• More sense of independence, freedom,
  inclusiveness
• METRO STATES SUCCESS BEGINS WITH YOU.

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Key Messages

• Metro States urban location and diverse student
  body expands students perspectives and
  experiences
• Connected to the hub/verve of the city
• Laboratory of learning/city is extended campus
• More social, ethnic and cultural diversity in and
  out of classroom
• Faculty connections with community provide
  experiential learning opportunities
• METRO STATES SUCCESS BEGINS WITH YOU.

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Key Messages

• Metro State delivers the best value in higher
  education in Colorado.
• Affordable academic excellence
• Real-world, 21st Century career preparation
• Accomplished alumni
• 90 percent of graduates stay, live and work in
  Colorado
• METRO STATES SUCCESS BEGINS WITH YOU.

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Bring the Brand to Life Where?

• On Campus
• In the Office
• In the Classroom
• In the Community
• With Friends/Neighbors

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Bring the Brand to Life How?

• Know the elevator speech and key messages
• Be proactive
• Personalize
• Be proud
• Share stories that reflect how
• Metro States success begins with you.

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Bring the Brand to Life Why?

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Bring the Brand to Life

• Brand Promotion Tool Box
• 9NEWS TV Ads
• Street Banners
• Posters
• Corporate Identity
• Identity Standards Manual
• Brand Central

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9News 10 second Spot
Requires Real Player
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9News Spot one
Requires Real Player
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9News Spot two
Requires Real Player
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9News Spot two
Requires Real Player
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Street Banners
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Posters
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Corporate Identity
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Brand Central
Identity Standards
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Metro State

• Where Success Begins
• With You