Conversation with 

Kathleen M. Wilbur, Ph.D.Executive Vice President for 

Government and External Relations

November 2, 2018

Central Administration

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MSU Board of Trustees

InterimPresident John Engler

Dr. June YouattProvost and Executive Vice 

President for Academic Affairs 

Dr. Satish UdpaExecutive Vice President for Administrative Services

Dr. Kathy WilburExecutive Vice President for Government and External 

Relations

Office of the Executive Vice President for Government and External Relations: Government Relations University Advancement Communications and Brand Strategy University Spokesperson

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Government and External Relations

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Kathy Wilbur

Government Relations

UniversityAdvancement

Communications and 

Brand Strategy

University Spokesperson

State:David BertramJeremy Reuter ‐ AdvocacyFederal:Sarah WalterJacob CourvilleCommunity Relations:Janet Lillie –Greater Lansing AreaChuck Rivers –Southeast Detroit

Marti HeilBob Thomas ‐ Interim

Heather Swain Emily Guerrant

University Advancement

Marti HeilVice President for University Advancement

Bob ThomasAssistant Vice President Advancement Marketing & Communications and 

Interim Associate Vice President for Alumni Relations and Executive Director of the Alumni Association

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Within University Advancement

DevelopmentAlumniRelations

Marketing &Communications

InformationSystems

College and Unit DevelopmentRegional Major GiftsCorporations and FoundationsGift Planning

Regional Alumni EngagementLifelong Enrichment

Alumni Career ServicesStudent Engagement

Alumni Biographical RecordsGift ProcessingProspect DevelopmentDonor StrategyBusiness Analytics

Websites & Online GivingPublications

Annual GivingEvent Production

Donor Stewardship6

Development at Michigan State Purpose of Development

o Secure financial support for Michigan Stateo Build a culture of financially investing in MSU among our alumni and 

friendso Demonstrate the critical role that private support plays in the finances 

of Michigan State

Guiding Principalso Help alumni and friends satisfy their philanthropic passions at MSUo Provide central staff and recourses to help colleges and units raise 

monies for key initiativeso Deliver $250 million annually in financial support to the university

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Campaign Impact

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$1.74 billion raised $1 billion already received and here at work 3,500 New scholarships 106 New Endowed Chairs and Professorships 35% increase in funds for research 22 significant capital projects initiated $622 Million to grow MSU endowments 250,000 donors

Alumni Relations at Michigan State Purpose of Alumni Relations

o Engage students/alumni in life of university and with other Spartanso Connect alumni to their student experience in a nostalgic wayo Build a culture of fellowship, service and investment among alumni

Guiding Principalso Involved alumni are more likely to become investedo Engaging alumni where they live can serve as a gateway to involvement 

and investment in MSUo Relationships with existing alumni network has multiplier effecto Engagement may be an individual’s test gift

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University CommunicationsHeather Swain

Vice President for Communications and Brand Strategy

Emily GuerrantVice President and University Spokesperson

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Units within University Communications

MarketingPublicRelations

Internal Communications

UniversitySpokesperson

Spartans Will CampaignUndergrad recruitment supportAdvertising/paid content promotionChannels-MSUToday, msu.edu, socialPhoto/video, web developmentMarketing research, advanced analyticsMarketing automationEnterprise web content management

PR strategy for key initiativesNational/international/

major regional media placementStrategic storytelling/brand journalism

MSU experts

University media contactResource for media‐related questions/concernsMedia strategy advisor for the presidentIssues, crisis and emergency management

InsideMSU products—print, email, webStudent products in developmentStrategy and planning consulting

Office of Civil Rights comm support

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University Communications Organizational Structure

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Sharing the Spartan Story Use integrated strategy of earned (PR), owned (MSUToday, msu.edu, etc.), 

shared (social) and paid media to drive visibility and consumption of content 

Paid media also supports:o community growth (more MSUToday subscribers, social followers)o undergraduate student recruitment/conversiono visibility of content with academic peers

Collaborate on content with communicators across MSU Work with faculty to expand communication beyond journals and peers, 

creating a more robust digital footprint (media placements, social)

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PR Team

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• Identifies, develops and pitches stories to reputation-building media outlets; focus on agenda-setting national media

• Develops PR strategy to support key MSU initiatives• Coordinates media pitching with unit communicators• Promotes MSU experts• Brand journalists creating news content for MSU’s

owned properties

Earned Media (FY18) 2,322 annual placements in key national outlets

Marketing Team

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• University-level brand campaign, advertising• Undergraduate recruitment marketing communications with

Admissions• Brand standards, social guidelines, web standards• Photo and video operation, web development• Content channels: MSUToday content hub and email;

msu.edu; institutional social accounts• Tentpole projects (Extraordinary Spartans, Spartan Roadtrip,

etc.)Owned and Shared Media (FY18) 1.66M people visited MSUToday or another reputation building CABS‐managed site

with 3.06M content pages viewed 459.6K subscribers to MSUToday email with 17.8% open rate 1.23M people following MSU’s institutional social accounts and interacting with content 1.79M times

Internal Communications Two‐person team Working with an advisory committee from across campus InsideMSU products (print, email, website) Collaborating with ComArtSci on student communications and 

engagement Available to consult, develop plans and campaigns for 

projects/topics

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VP & University Spokesperson• Serves as main media contact for the university• Resource for media-related questions and

concerns • Advises the president on media strategies • Issues, crisis and emergency management

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Get a media call?

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Think it’s about the university?o Contact Emily or the general media line

Think it is about your college?o Tell your unit/college communicatoro Speak as an expert or a leader in your area

Not sure? Both?o Tell your unit/college communicatoro FYI Emily

General Media ContactEmail: Media@msu.edu | Phone: 517-353-7077

Need to talk through an issue?

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Contact

Emily GuerrantEmail: emilyg@msu.edu | 517‐355‐3853

Melody KindrakaEmail: kindrak1@msu.edu | 517‐355‐2282

https://msu.edu/ourcommitment/

https://cabs.msu.edu/news/key-issues/

Government Relations

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State Relations

Federal Relations

StatewideAdvocacy

CommunityRelations

State Policy/LegislationCapital OutlayState BudgetGovernor’s OfficeState Departments

Federal Policy/LegislationFederal Budget

Research & Grant Funding

Local GovernmentsRegional PartnershipsCommunity GroupsCampus Partners

Spartan Advocacy NetworkMiSpartan Impact

Highlighting MSU Statewide Assets

State Relations

David W. BertramAssociate Vice President for State Relations

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MSU State Relations  Lame Duck Session (11‐14 days of session remain)

o Ticket Scalping – HB 4224 o Community College Baccalaureate Degreeso Allowing for the creation of a columbarium at a public universityo Teacher Preparation Package – HBs 5598‐5605

• Requires 30 Hours of continuing education (from a list of items) – HB 5598• Requires a $1,000 stipend to teachers who supervise student teachers – HB 

5600

Supplemental Appropriations (during Lame Duck)o PFAS Fundingo Higher Ed Funding (3.3% or $50 million ask) – Funds to be used for MI ”Hot 

50 Jobs” or ITEM = Information Technology, Equipment and Maintenance

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MSU State Relations (cont.’d slide 2)

State Budget FY 2020 (Transition budget)

o Higher Education Funding• $100 million increase request for all 4‐year public institutions = 6.6% increase

• $100 million in student aid (?)• MSU believes institutions that freeze tuition for students should be rewarded in the HE formula

o Agriculture Funding (new farm stress line item being proposed)

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MSU State Relations (cont.’d slide 3)

Capital Outlayo FY 2020 Project Submitted – Plant Sciences Greenhouses; Proposed renovations to existing along with construction of new ones with modern environmental control capacity Project Total = $20 million (MSU share = $5m)

Legislation Beyond Lame Ducko Using State Education Fund dollars for Higher Educationo Streamlining the tech transfer processo Campus Free Speecho Guns on Campus

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Federal Relations

Sarah WalterAssociate Vice President for Federal Relations

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Washington, D.C. Office Represents the priorities of the university in the 

nation’s capital Works with federal policy makers and the higher 

education policy community by leveraging the university’s expert resources to impact legislation, regulations and policies that could impact MSU faculty, students, and staff

Elevates the visibility of MSU in research and program initiatives to federal policy makers

Updates campus on critical federal policy and funding changes

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Upcoming Federal Priorities Agriculture Federal Appropriations 

o Agency funding and initiatives such as the Facility for Rare Isotope Beams (FRIB), the Flint Lead Registry, Great Lakes Bioenergy Research Lab (GLBRC), and the Institute for Advanced Composites Manufacturing Innovation (IACMI)

Higher Education Act Reauthorization Immigration Policy National Security and Research Policy Tax Policy

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Select Science & Tech Programs in FY 2019 Appropriations

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DOD S&T

DARPA

NIHNSF

NIST programs*

DOE Science

DOE Tech**

NASA

USDA research programs***

NOAA Research

DHS S&T

EPA S&T

US Geo Survey

‐60%

‐55%

‐50%

‐45%

‐40%

‐35%

‐30%

‐25%

‐20%

‐15%

‐10%

‐5%

0%

5%

10%

15%

20%

Select Science & Tech Programs in FY 2019 Appropriations (as of Sept. 17)Estimated percentage change from FY 2018 enacted omnibus, nominal dollars

FY19 Request House Senate Final*Includes labs and industrial technology, excludes construction; flat in Senate. **Includes renewables and efficiency, nuclear, fossil, grid research, cybersecurity, ARPA-E. ***Includes ARS, NIFA, ERS, NASS, Rangeland Research, excludes ARS construction. | AAAS

Community Relations

Janet Lillie, Ph.D.Assistant Vice President for Community Relations

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Local Community Relations for Tri‐County Area

Role serves as a catalyst for local opportunities and encourages partnerships that are mutually beneficial across region 

Assists non‐MSU organizations or individuals navigate MSU as appropriate

Campus partners include faculty, students, and staff across any unit Local partners include:

o Local governments o Regional organizations such as the Chamber, Lansing Economic 

Area Partnership, Tri‐County Regional Planning, Capital Area Michigan Works, Arts Council of Greater Lansing, Convention and Visitors Bureau, CATA, etc.

o Community groups such an neighborhoods, services, schools

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Example current activities include: Facilitate Student Mapping Data (year 4) (MSU has 25K students 

living locally off campus) Implement Code of Conduct for off‐campus students Follow progress on local developments such as Center City II, The 

Hub, Park District, Park Place (upwards to 1000 new student apartments)

Participate in regional conversations on placemaking, workforce development, regionalism

Grow partnerships with faculty (research) and students (interns/volunteers) across region

Participate in City of Lansing’s Financial Health Team Assist MSU Payroll Office as appropriate with income tax 

administration31

Statewide Advocacy

Jeremy ReuterDirector for Statewide Advocacy

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The Spartan Advocate

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Spartan Advocate is an initiative of MSU’s Office of Government and External Relations, powered with a website that has the facts, resources, and opportunities to help people communicate the importance of supporting Michigan State University and higher education to state of Michigan elected officials, the media, and more.

Currently, we have over 1,450 Spartans actively engaged advocates for higher education funding, MSU Extension and AgBio Research, and many other issues.

Goals:1. Recruit MSU alumni, students, faculty/staff and partners across the state of MI to become 

Spartan Advocates 2. Connect influential Spartan Advocates with state legislators to build relationships, advocate 

and share their personal MSU stories3. Influence dialogue about MSU to include our economic impact and value to the State of 

Michigan and its families 

Text “GOGREEN” to 52886 to become a Spartan Advocate

mispartanimpact.msu.edu

Contact InformationDavid Bertram

Associate Vice President for State Relationsdbertram@msu.edu

517‐353‐3228

Emily GuerrantVice President and University Spokesperson

emilyg@msu.edu517‐355‐3853

Marti HeilVice President for University Advancement

heil@uadv.msu.edu517‐884‐1003

Janet LillieAssistant Vice President for Community Relations

lillieja@msu.edu 517‐353‐9001

Jeremy ReuterDirector for Statewide Advocacy

reuterje@msu.edu517‐353‐7171

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Heather SwainVice President for Communications and Brand Strategy

heather.swain@cabs.msu.edu517‐355‐2262

Bob ThomasAssistant Vice President Advancement Marketing & 

Communications and Interim Associate Vice President for Alumni Relations and Executive Director of the Alumni Association

rmthomas@uadv.msu.edu517‐884‐1127

Sarah WalterAssociate Vice President for Federal Relations

walter@msu.edu202‐678‐4000

Kathy WilburExecutive Vice President for Government 

and External Relationsschlage6@msu.edu

517‐353‐9000