Key takeaways:
- Built For This is a Universitywide campaign connecting three major projects opening in 2027: Summit House, the Kemper Classroom to Career Hub and the Gina and Frank Day Health Institute Tower.
- The new Built For This Toolkit brings together approved messaging, project overviews, photos, videos, creative assets and other resources in one place.
- Employees communicating about these projects can use the toolkit to find accurate information, save time and keep messaging consistent across the University.
Metropolitan State University of Denver is at transformational moment in its history, expanding opportunities for students to live, learn and prepare for careers.
Three major projects scheduled to open next year represent this moment in a new campaign called “Built For This,” and a new online toolkit gives employees tools and resources to help share the story.
“With the Built For This Toolkit, everything is in one place,” said Piper Vitale, director of brand strategy. “Employees can find visual one-page overviews for each of the three major initiatives, all the top-line messaging documents and all the creative assets. These resources will make communications and marketing more efficient and help us stay aligned in how we’re messaging these important milestones for the University.”
Here’s what employees need to know.
What is Built For This?
Built For This is a Universitywide communications and marketing campaign connecting three major initiatives that will expand the student experience at MSU Denver:
- Summit House: The University’s first on-campus residence hall, with space for about 550 students.
- Kemper Classroom to Career Hub: A new centralized location within Summit House that will connect students with career guidance, internships, hands-on learning and employers.
- Gina and Frank Day Health Institute Tower: A new facility bringing health education, clinical training and community partnerships together to help prepare students for in-demand health careers.
All three are scheduled to open in fall 2027.
Built For This helps explain how the initiatives work together to expand student opportunities while supporting MSU Denver’s longstanding commitment to affordable, career-focused education.
What can I find in the toolkit?
The SharePoint site is organized by project so employees can quickly find resources for the initiative they’re working on. Materials include:
- Built For This messaging guide
- Project overviews, messaging guides and visual assets
- Advertising and design examples
- Links to photography, renderings and video when available
- Links to relevant University and media coverage
The toolkit includes sections for the Built For This campaign, Summit House, the Kemper Classroom to Career Hub and the Gina and Frank Day Health Institute Tower, along with resources related to the Auraria Event Center renovation.
Who should use it?
The toolkit is intended for employees or teams producing advertising, marketing, editorial or social media communications related to these initiatives.
For example, a staff member creating a Summit House announcement post on Instagram can access the toolkit to download up-to-date renderings for the visual component and can download the Summit House Messaging Guide to pull out key information for the post caption.
The messaging resources can also support presentations, leadership remarks, emails, web pages and other communications related to the initiatives. Employees should adapt the key messages for their audience and format while preserving their meaning and using verified project information.
Why does consistent messaging matter?
As construction progresses and the 2027 openings approach, employees across campus will be sharing information about these projects with students, colleagues, community members and external partners.
Using the same message and branding helps ensure those audiences receive accurate, consistent updates about what’s changing, why the initiatives matter and how they will benefit students.
The toolkit provides a common starting point while allowing employees to tailor communications to their specific audiences.
Where can I get help?
Questions about the overall Built For This campaign can be directed to Whei Wong, associate vice president of Marketing, Brand and Digital Strategy.
For questions about toolkit assets, contact Piper Vitale, director of brand strategy.
