Case Study: Michigan State University strengthens brand and boosts fundraising with BVK

Michigan State University raises $1.5 billion in 5 years with BVK

Michigan State University engaged BVK to evaluate its existing "Who Will? Spartans Will." tagline, with the goal of shifting its perception beyond athletics and increasing engagement with its vast alumni network. The university faced the challenge of deciding whether to keep, reimagine, or scrap the tagline ahead of launching major new initiatives.

BVK's research and positioning process confirmed the tagline was a strong asset. The vendor chose to keep it but infused it with richer meaning, adapting it to drive a $1.5 billion capital campaign. Follow-up research in 2021 confirmed the brand's value and core elements had endured and strengthened, proving the success of BVK's values-based positioning strategy. The campaign successfully achieved its monumental fundraising goal.

Michigan State University