Marketing and Creative

Strong brands build strong bonds with their audiences by being consistent. Marketing Communications teams in CABS lead and bring to life the Michigan State University brand by communicating a clear and consistent image of MSU as a world-class research university that empowers opportunity and creates extraordinary impact.

We work with the university community to communicate core brand messages, and we provide a range of resources and guidelines to help MSU units leverage the brand.

Our brand guidelines help units communicate the brand with consistency. The result: greater impact and reputational lift with a lower investment of resources for MSU as a whole and for every unit across the university.

What We Do

University-level marketing communications and advertising

Marketing Communications teams create strategic and compelling brand-aligned communications for a range of high-visibility print and digital environments to reach key MSU audiences in Michigan and around the world. Our work includes:

  • Brand ad campaigns, including TV, digital, and print communications
  • home page and top-level pages
  • University-level social media
  • MSUToday features
  • MSU President’s Report


We manage the MSUToday website, weekly e-mail, and daily pride point, providing the Spartan community and the media with the latest MSU news stories as well as feature content and videos created by CABS.

University partnerships and consulting

We partner with strategic MSU units, including Admissions, Advancement, Athletics, and Governmental Affairs, to develop research-driven, results-oriented communications and marketing plans that drive university objectives.

We lead the University Communicators Network and work with more than 200 communicators across campus to help develop communications strategies and creative communications that align with the MSU brand and meet unit objectives.

Our teams consult on communications planning, writing and editing, graphic design, social media, and website development for high-visibility, institutional-priority projects. We also help MSU units identify outside resources and vendors to complete their marketing projects.

Research and analytics

We manage tracking studies to monitor perceptions of MSU and the impact of CABS communications on the university’s reputation, in addition to tracking, analyzing, and reporting on MSU’s media exposure. We also consult on market research and analytics with MSU units.

Contact Us

For more information, e-mail or call (517) 355-7505.


  • Brand Guide
    A unified brand platform and comprehensive guidelines for creating brand-aligned communications to promote the university
  • Editorial Style Guide
    A style guide for anyone creating print or online marketing text pertaining to MSU