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‘I Choose UMSL’ Campaign Shifts Focus to Opportunity, Outcomes

University of Missouri-St. Louis students look to the university to create life-altering opportunities. UMSL alumni prove-out those opportunities with solid successes. That’s the story of the newest chapter of the “I Chose UMSL” branding campaign launched in October. This is the fourth iteration of the popular initiative.

The emphasis on students is seen prominently on outdoor advertising dotting interstates across the St. Louis area. The billboards focus on current UMSL students followed by a successive board featuring a highly respected UMSL alumnus.

“We felt it was time to dramatically contrast ‘opportunity’ with ‘outcomes’ for the fourth installment of the campaign,” said UMSL Chief Marketing Officer Ron Gossen. “Our students’ opportunities –whether to perform at the renowned Touhill, be true scholar-athletes, prepare for their careers or get a quality education close to home — are juxtaposed with the ‘outcomes’ represented by our distinguished alumni.”

Pairing students with high-profile alumni not only provides depth to an already well-received and successful campaign but also offers a chance for students to get involved personally.