Minnesota State Moorhead: From Decline to Record Growth

A Strategic Turnaround Case Story

The Challenge

Just 18 months ago, Minnesota State Moorhead faced a critical inflection point. Declining enrollment, budget constraints, and limited regional visibility threatened the institution’s future. The university had fallen into a pattern of Midwest-humble messaging that failed to showcase its true strengths and potential.

Key challenges included:

Declining enrollment and visibility over recent decades
Financial sustainability concerns affecting operations
Undefined institutional image and inconsistent internal communication
Intense regional competition for traditional college-age students

The Courageous Decision

Rather than accept declining enrollment as inevitable, Minnesota State Moorhead’s leadership made a bold choice: to think bigger, think differently, and think more creatively about their future. They recognized that incremental changes wouldn’t be enough – they needed to evolve.

Moorhead partnered with Tellwell to guide them through a comprehensive roadmapping process that included in-depth stakeholder interviews, competitive analysis, and community assessment to understand both challenges and untapped opportunities.

The Bold Solution: Brand Evolution

Moorhead’s leadership embraced a turnaround approach anchored in three key strategies:

Name Evolution and Visual Identity

Strategic simplification and modern visual system

Message Framework: “Dragons Do More”

Comprehensive messaging built around boldness and action

Professional Recruitment Campaign

Strategic investment in high-quality content

Strategy 1: Name Evolution and Visual Identity

Strategic Name Simplification

Moorhead courageously transitioned from “Minnesota State University Moorhead (MSUM)” to “Minnesota State Moorhead” – eliminating the cumbersome acronym and creating a more memorable, pronounceable identity. This mirrors successful institutions like Montana State, Cal State, or Iowa State, where dropping “university” creates a distinctive presence without losing educational credibility.

Consistent Usage Strategy

Minnesota State Moorhead on first reference, then simply “Moorhead” – reinforcing the strong connection to place and community while maintaining brand simplicity

Strategy 2: Message Framework: “Dragons Do More”

Moorhead developed a comprehensive messaging strategy built around boldness and action:

“Dragons Teach”

Highlighting education and leadership programs

“Dragons Serve”

Showcasing nursing, healthcare, and service-oriented professions

“Dragons Lead”

Emphasizing business and project management excellence

Strategy 3: Invest in a Professional Recruitment Campaign

Moorhead partnered with Tellwell to invest in a strategic and professionally produced student recruitment campaign featuring:

High-quality commercial spots showcasing real students and authentic experiences

90-second pillar content with 30, 15, and 7-second versions for multi-platform distribution to drive enrollment for Fall 2025

Focus on students’ experiences and career readiness rather than generic campus life

Creative Execution

Moorhead brought their strategy to life through compelling visual storytelling:

Professional Production: Elevated production quality to compete with major universities
Student-Centered Narratives: Real students sharing genuine experiences and aspirations
Multi-Platform Optimization: Content designed for broadcast, digital, and social platforms
Community Integration: Messaging that connected campus to regional workforce needs and career opportunities

Remarkable Results

Moorhead’s bold commitment to communicating differently delivered immediate, significant impact:

31% increase

in first-time full-time student enrollment for Fall 2025

7.1% increase

in overall new student enrollment (undergrad and graduate student)

5 years

since the last freshman class this large

Industry Recognition

Moorhead’s strategic and creative excellence earned multiple prestigious awards:

2024 ADDY Awards – Gold-level recognition for outstanding advertising and marketing communications
Industry acknowledgment of innovative approach to higher education marketing

Media Recognition

Moorhead’s evolution generated significant positive media attention:

Regional news coverage of record enrollment growth
Community recognition of brand evolution and strategic direction
Positive visibility that reinforced their market position

Long-Term Impact

Beyond immediate enrollment gains, Moorhead’s strategic evolution established:

Clear institutional identity that differentiates Moorhead in the competitive landscape
Scalable messaging framework that can evolve with the university’s growth
Internal alignment around bold vision and strategic direction
Community partnership model that strengthens town-gown relationships

Foundation for sustained growth targeting 7,000+ total enrollment

The Power of Bold Leadership

Minnesota State Moorhead’s successful evolution demonstrates what’s possible when institutional leaders have the courage to think differently and communicate boldly. By embracing change rather than accepting decline, they achieved results that seemed impossible just 18 months earlier.

Tellwell was honored to serve as their strategic partner, providing the frameworks, creative expertise, and guidance to help bring Moorhead’s vision to life. The success belongs to the university’s leadership, faculty, staff, and students who had the courage to embrace a bold new vision and do the work to make it real.