Specifications include, but are not limited to: Our goal is to enhance perceptions within our target markets and campus constituents and determine our key differentiators and positioning within the current competitive environment. Through this work, SEMO seeks to refine its brand strategy, vision, and values; better define and establish its distinctive attributes; and determine the best way to share the stories of our students and alumni. SEMO needs to communicate its advantages succinctly and in a way that makes it easily understood for both internal and external audiences--a distinctive, unified message centered around the University’s brand attributes and threaded throughout programs and modalities (e.g. in person, high schools, online). While prospective students and their families rank first among target audiences, the SEMO message must also be clearly articulated for and adopted by the University community, including alumni to aid student recruitment, increase visibility, and build alumni pride and engagement...