MS State Online Wins National Award for Persona-Driven Marketing Campaign

Known nationally for excellence in distance education, MS State Online is also setting the standard for innovative, results-driven marketing that connects students around the world with life-changing degree and career opportunities.

Last year, MS State Online used student feedback to create “From ‘I Am’ to ‘We See You,” a marketing campaign based on five personas in different stages of their lives and careers, all united by one goal: earning a degree from Mississippi State University. 

Thanks to the campaign’s broad appeal and impact, MS State Online was among a prestigious group of institutions recognized for marketing excellence by UPCEA, a leading organization in online and continuing education. UPCEA’s annual competitions recognize the nation’s top performers in marketing, enrollment management and student success.  

“We believe being authentic is the best way to connect with prospective students,” said Tracy Craven, associate director for the Center for Distance Education at Mississippi State University. “We’re setting MS State Online apart by focusing on relationships and how we help students achieve their life goals by listening and responding to their individual needs. Through our marketing and outreach efforts, we want students to know that MS State Online is a place where they can grow, thrive and succeed.” 

The campaign grew out of an orientation activity in which MS State Online students were asked to write “I Am” statements. The results included “I am a first-generation college student,” “I am returning to finish what I started” and “I am balancing work, kids and school,” among many others. 

By analyzing hundreds of statements, MS State Online identified recurring themes that represented a wide range of learners. From those themes, they created a set of authentic, research-informed personas, each reflecting a lived experience grounded in the actual voices of MS Online students. 

Personas are working professionals, parents of young children, degree holders and degree seekers looking to expand their career possibilities. Understanding that no two learners are alike, the campaign reinforces that MS State Online tailors its outreach to match student needs and goals, providing a pathway to success with a personal touch. 

The campaign also highlights the variety of degrees available to students. With around 180 undergraduate and graduate programs, MS State Online offers more variety in degree options than most online institutions. 

In addition to its broad and inclusive appeal, the campaign produced results for MS State Online. When combined with other marketing programs, “From ‘I Am’ to ‘We See You” helped drive a 4.15%  increase in enrollment over the past year and contributed to higher engagement metrics.  

“When your peers recognize the value of your work, it lets you know you’re doing something right,” Craven said. “Receiving an award from UPCEA is a tremendous honor for MS State Online as well as a reminder that putting students first is always at the heart of what we do.”