MSU promotion goes global
The Michigan State University president's report went global this year.
The report resulted from eight weeks of travel to four continents at a cost of nearly $225,000 in travel and production costs. It included more than a dozen videos of world-improving projects by university researchers.
The effort was the latest in a 3-year-old branding campaign designed to refocus the university's image. "Spartans Will" is the name of the campaign, which sends the message that faculty, students and alumni are tackling problems to make the world a better place.
Stops were made in China, Mexico, Costa Rica, Brazil, Malawi, Zambia, Rwanda, Tanzania, India and East Lansing.
A Philadelphia ad agency helped MSU streamline the campaign's message to "hard-working excellence."