Humans are wired for narrative, so stories can act as powerful motivators to those who are touched by them. Institutions are more likely to build connection, engagement, affinity, and inspiration with a story than with more traditional “sales-oriented” forms of marketing. While storytelling is often discussed in the world of higher ed marketing, few schools are doing it in a way that is intentional, strategic, and sustainable.
It takes creativity to know a great story and how to share it in a compelling and authentic way, but there is also a science behind effective storytelling. No matter the medium (written or visual), one must have insight and data about target audiences and a strong brand strategy to provide the roots for growing narratives. During this highly interactive workshop, you will explore storytelling through both artistic and scientific lenses and work with your peers and our expert instructors to hone the skills you need to create high-impact stories for your campus.
Who Should Attend
This program has been designed for higher ed marketing and communications professionals who are looking to enhance storytelling strategies. You will learn how to identify the right stories and match them to the most compelling medium in order to most effectively convey your narrative. You’ll leave this event able to build a high-impact strategy across multiple digital channels and platforms.
Elizabeth Scarborough Johnson, Chief Executive Officer, SimpsonScarborough
David Peck, Ph.D., Vice President for University Relations and Adjunct Professor, Department of Communication Studies, Azusa Pacific University
Mike Petroff, Director, Content Strategy, Harvard University