RoosDo: UMKC Launches New Campaign to Highlight Success Stories

Alumni, faculty and students driving real community change to be showcased on TV, billboards, social media and more

The University of Missouri-Kansas City has launched a new branding and marketing campaign to demonstrate how UMKC people are powering our community by making discoveries, serving others and challenging the status quo.

The campaign theme is RoosDo, and the content is designed to showcase UMKC people creating real change by delivering excellence in learning, research and service. The campaign demonstrates that UMKC is the place where excellence meets action.

UMKC faculty, staff, students and alumni who are making things happen in the real world will be featured in a new TV commercial, on billboards in high traffic areas, print advertisements and digital advertising. The university will be employing both paid advertisements and boosted posts on Facebook, LinkedIn, Instagram and YouTube, including partnerships with diverse media outlets such as Kansas City Hispanic News, The Call, Dos Mundos and The Kansas City Globe.

A UMKC student stands smiling in front of a camera. Text overlay reads, "Dreaming about it isn't enough #RoosDo""

TV commercial placements include spots during an upcoming Kansas City Chiefs game broadcast. The campaign will also involve a landing page on the UMKC website and branded water bottles, notebooks, pins and clothing. The goal of this campaign is to engage the community by sharing stories of people connected to the city’s largest higher education institution and promote what’s possible with an education from UMKC.

The campaign, launched in September, has been produced by Trozzolo Communications Group and the university’s Division of Strategic Marketing and Communications. Their work included engagement with the UMKC Trustees Brand Enhancement committee as well.

“Over the years, we have been very successful in raising awareness of the key role that UMKC plays in our community in vital areas such as workforce development, community engagement and bringing tens of millions of federal research dollars into our community,” said Anne Hartung Spenner, vice chancellor for Strategic Marketing and Communications. “With this campaign, we are taking our efforts to the next level by demonstrating what our RoosDo, the depth and breadth of our impact as Kansas City’s university.”

“When people see that game-changing innovation, medical breakthrough or social program that improves the community and say — I wonder who did that?  We want them to realize there’s a good chance a UMKC Roo did, because RoosDo,” Spenner added.

With an alumni network of more than 135,000 graduates, spanning all 50 states and more than 60 countries, UMKC is educating future leaders and change makers. From local business owners to national government leaders, UMKC student stories will now be celebrated on a larger scale through this campaign.
Published: Sep 13, 2021