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Missouri Baptist University

Private liberal arts college encouraging a Christ-based lifestyle

As a highly respected Christ-centered university, Missouri Baptist University (MBU) offers both undergraduate and graduate degrees, while nurturing students to live a more purposeful Christian life.

Missouri Baptist University wanted help building awareness of their brand and increasing student enrollment. They also wanted to stand out from the perception of a typical Christian university. Dovetail did the homework first – conducting research that revealed MBU is anything but typical. It is an unexpected gem offering a wide breadth of degrees, a solid academic reputation, a vibrant campus life and an entrepreneurial spirit.

Dovetail used the learning to develop a new brand positioning strategy and then created a fresh, inspiring tagline that became foundational to all brand communication: SHINE ON. This became the focus of all marketing elements, provided MBU a progressive feel with swagger and allowed them to motivate prospective students, current students, parents, alumni and professors to “SHINE ON” in all aspects of life.

The results? After just one year, Missouri Baptist University enjoyed significant increases in online traffic, doubled the graduate program inquiries and nearly tripled inquiries for online studies.

Below, see what Bryce Chapman, MBU’s Associate Vice President for University Communications and Marketing, has to say about their partnership with Dovetail.