Today’s Lesson: Communicating the Value of AASCU


AASCU was looking for a powerful set of tactics to help members and stakeholders better communicate the value of state colleges, universities, and systems. Working collaboratively with AASCU at every step along the way, YGS Association Solutions began by creating an effective messaging platform to help key stakeholders communicate consistently and effectively with AASCU’s many audiences. We then created a set of infographics to get across key assertions in a visual, at-a-glance way. Finally, we delivered these items and other supporting materials in a strategic messaging website called AASCU: Telling Our Story.


AASCU needed to respond to the negative discourse surrounding the value of a college degree and to articulate the value proposition of regional comprehensive institutions through impactful, consistent messaging aimed at key stakeholders—including federal and state policymakers, journalists, and prospective AASCU students and their families. All deliverables needed to convey a professional, educational tone, without overlooking the importance of reaching a more general audience. Perhaps most importantly, they needed to be tools people would actually want to use.


Through multiple collaborative discovery sessions and the sharing of strategic insights, YGS Association Solutions came through with a full messaging platform with the exact tone AASCU was looking for—professional, digestible, and flexible. The association’s executive leadership team approved not only the messaging platform, but also the design of complementary infographics to support the platform. With the launch in early 2022 of, the toolkit of resources is complete. AASCU now has a way to enable constituents to tell the association’s story consistently and convincingly.

The strategic messaging website is an important communications resource for AASCU as we continue to tell our story. The YGS team was our steady partner, meeting the ambitious timeline to complete the project and then going above and beyond to provide a creative way for us to showcase the site when it debuted.

Kellee Edmonds, VP, Communications and Public Relations, AASCU

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