Developing a School Brand Story

"A high-quality education taught by a dedicated faculty in an inspiring environment." YAWN. I just put myself to sleep. How many times has this phrase been paraded out in higher education marketing materials? It’s an evergreen trope of our industry, the trusty standby that seems to be the foundation of every brochure, website, and campus tour. But let’s be honest: it’s time to retire this worn-out cliché, and get real about what makes each school distinctive. Standing out in a sea of schools is challenging. After all, for the most part, we are all providing the same thing. (See also, a high-quality education taught by a dedicated faculty in an inspiring environment.) But each institution is unique. The combination of environment, academic focus, community ties, campus culture, and location blend together in a unique way. Highlight that secret sauce. What’s your blend? What’s your unique story? Prospective students are savvy. They can spot generic marketing a mile away. What they crave is authenticity. They want to hear about the unique experiences and opportunities that only your institution can offer. This means moving beyond the cookie-cutter descriptions and showcasing real stories of student achievements, innovative programs, and the transformative impact of the education that only YOU offer. Tell the story of YOUR institution, not EVERY institution. In fact, when you are assessing content, ask yourself: could this be about any university? If the answer is yes, it’s time to make some changes. Dive into what makes your campus special. Maybe it's a unique tradition, a one-of-a-kind location, or the way your students engage with the local community. Whatever it is, that’s the story you need to tell. Authenticity and specificity will always stand out better than tired old tropes.

The most valuable skill in school marketing isn't showcasing your facilities. It's storytelling. Here are 5 things successful school marketers are actively embracing: + Student journeys over statistics. Gone are the days of leading with test scores. Share the story of a struggling student who found their passion. + Parent perspectives over programs Flashy brochures about your STEM lab don't convert. Real parent testimonials about belonging do. + Teacher tales over credentials Lists of advanced degrees don't inspire. Stories of life-changing mentor relationships do. + Community impact over campus features Virtual tours can't capture your essence. Stories of your students serving the community will. + Authentic moments over accolades Trophy cases don't move hearts. A kindergartener's "lightbulb moment" does. I had to unlearn traditional marketing tactics to understand this truth. It was uncomfortable. It was counterintuitive. It was transformative. What kind of stories is your school telling? Share an example below.

The time to find student/alumni success stories for your college is not when you need them. There's a reason why "reality" dating shows like Love is Blind follow 10-15 couples but you only ever see 5 or 6 of them aired. Because they know if they put all their eggs into those 5 or 6 baskets, they risk those storylines being BORING. And this is why colleges need to make story COLLECTION a major part of their marketing strategy. Here are 5 things to keep in mind when you're ready to get serious about storytelling at your institution: 1. Don’t wait until you need stories: Regularly gather stories from different departments, professors, and students, even when you don't need them immediately. Having a backlog ensures you have options to select the most impactful narratives when it's time to create content. 2. Understand That Positive Stories Aren’t Shared Easily: People are more likely to share negative experiences than positive ones. Be proactive in reaching out to students and alumni to uncover their success stories, as they often won’t volunteer them. 3. Ask the Right Questions: Dig deeper by asking questions about meaningful college experiences, challenges faced, or specific moments of growth. This helps unearth stories with depth, rather than just surface-level achievements. 4. Educate Faculty and Department Heads: The people who are closest to the day-to-day goings on of the students and alumni are often not members of the marketing team. But don't just put out a generic call for stories in a mass email. Educate faculty and department heads on what makes a good marketing story. For example not just a student who had a positive experience, but one who overcame challenges. 5. Create a Storytelling Concierge Team: Assemble a team to conduct market research calls regularly with students and alumni, dividing the workload to uncover multiple stories in a short time. Allowing students to give feedback about their college experience, both positive and negative, opens the door to deeper conversations that may uncover good stories of transformation while also helping everyone improve the experience for students. The storytelling process starts long before you hire a videographer. So get started! Want more content like this? Subscribe to my free weekly newsletter all about storytelling, content creation, and content strategy in higher ed at the top of my profile.