Your blueprint for effective storytelling

Stories are a powerful way to capture and engage a reader or viewer’s attention. 

Which is why more and more marketers are using storytelling as a key part of their marketing toolkit.

Your school’s story is more than just a few words on a page, it’s a narrative that shapes hearts and minds, alters perceptions, builds connections, and fosters a sense of community. 

Picture this: a compelling school story that not only attracts prospective pupils but also keeps the current ones hooked and leaves a lasting imprint. Sounds like a blockbuster, right?

What is storytelling?

Storytelling is the art of using words, images, sounds, or other mediums to convey a narrative. 

It is a fundamental aspect of human communication that has been used for centuries to share experiences, pass down knowledge, and connect with others on an emotional level. 

Storytelling can take various forms, including the spoken word, written narratives, visual storytelling in films or pictures, and digital storytelling in our modern world. 

Why is storytelling so valuable in school marketing?

When parents choose a school, it’s not just about location and cost. They’re seeking a space where their child can thrive and find joy. 

Educators, too, are on the lookout for suppliers who understand the importance of supporting pupils beyond the basics. It’s all about emotions, trust, and connection – the secret sauce that makes storytelling your school’s superpower. 

How to create a compelling school story

Know your identity:

Before penning your school’s story, take a step back and reflect on your school’s identity. 

• What makes your school unique? 
• What values define your school and the people within it?

Identify the core elements that set you apart, be it a specialised curriculum, a commitment to inclusivity, or a rich history, then let these aspects shape the foundation of your narrative.

Define your audience:

• Understanding your audience is crucial to tailoring your story effectively.
• Consider prospective pupils, parents, alumni, and the wider community. 
• What are their aspirations, concerns, and interests? By aligning your narrative with the needs and expectations of your audience, you’ll create a story that resonates on a personal level.

Showcase achievements and milestones:

Highlighting your school’s achievements and milestones is a powerful way to build credibility and instil pride within your community. 

Whether it’s academic excellence, successful alumni stories, or a groundbreaking curriculum, these accomplishments contribute to the DNA of your school. 

Embrace authenticity:

Authenticity is the cornerstone of a compelling narrative. 

Share real stories that reflect the real and authentic  experiences of your pupils, faculties, and staff. 

Personal anecdotes and testimonials create an emotional connection, making your story relatable and memorable.

Incorporate visual elements:

A picture is worth a thousand words, and in the digital age, visual content is more important than ever. 

Enhance your school’s story with high-quality photos, videos, and graphics. Visual elements not only capture attention but also provide a dynamic way to showcase school life, events, and the vibrant personalities within your community.

Read 5 ways to empower school staff to capture great photos here.

Engage through social media:
Utilise social media platforms to share your school’s story in real-time. From live event coverage to behind-the-scenes glimpses, social media provides a direct and interactive channel to engage with your audience. Encourage students, faculty, and parents to share their experiences using a unique and memorable hashtag.

Create a consistent brand voice:
Consistency is key when it comes to storytelling (and with all your marketing). Establish a cohesive brand voice across all communication channels, from your website and brochures to social media posts and newsletters. A consistent tone and messaging style contribute to a unified and recognisable narrative.

Foster ongoing communication:
A compelling school story is not a one-time creation; it’s an ongoing dialogue. Regularly update your audience on new developments, events, and success stories. Invite feedback and encourage community participation to keep the narrative alive and dynamic

Get social:

Utilise social media to share your school’s story in real-time. From live event coverage to behind-the-scenes glimpses, social media provides a direct and interactive channel to engage with your audience. Encourage pupils, faculties, and parents to share their experiences.

Create a consistent brand voice:

Consistency is key when it comes to storytelling (and with all your marketing). Establish a cohesive brand voice across all communication channels, from your website and prospectus to social media posts and newsletters. A consistent tone and messaging style contribute to a unified and recognisable brand voice.

Foster ongoing communication:

A compelling school story is not a one-time thing; it’s an ongoing dialogue. Regularly update your audience on new developments, events, and success stories. Invite feedback and encourage your community to interact with your content to keep your story alive and dynamic.

Types of stories you can use:

There are so many different types of storytelling you can use, here’s a few you can start doing straight away:

• Pupil success stories 
• Case studies
• Your school’s values and culture 
• Your school’s origin and history 
• Updates from your alumni
• Teacher and faculty spotlights

Things to keep in mind when using storytelling 

Relevance to your audience’s pains or needs, ask yourself:

• Does the story resonate with your audience’s challenges, needs, wants and desires? Does it answer their questions?

This is crucial if you want to truly connect with your audience.

Consistency with key messages, ask yourself:

• Does the story reinforce your key messages? 

Maintaining consistency when communicating with your audience is essential for reinforcing your brand identity.

Appropriate tone, ask yourself:

• Are you employing the right tone? 

Whether it’s a friendly, informative, or inspirational tone, choose one that complements your brand and resonates with your target audience. Speak in a voice they’d want to hear. 

Optimal format, ask yourself:

• What format suits your story best? 

For instance, a brief photo story may be ideal for social media, while a longer, more detailed piece might work better as a promotional video on your website.

Placement in the journey, ask yourself:

• Where does your story fit into your prospective families’ journey? 

Consider tailoring the length and engagement level of your story based on where your prospective family are in their research process. 

Short and engaging narratives are effective during the initial research phase, while detailed stories may be more suitable for later stages when they are close to making a decision about your school

Get equipped 

Sometimes you just need a little helping hand, because you shouldn’t have to waste money, time and resources on marketing that doesn’t work. 

We help UK and international school leaders, bursars and marketing & admissions folks to boost revenue with strategy, simple and savvy pupil recruitment and retention services. 

We’ve helped generate over £6 million for school. Get in touch with us today.

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