Storytelling to Recruit Students

Storytelling for Student Recruitment

May 25, 2016

• 45 minute webinar + 15 minutes for questions and answers • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Please fill out the post-webinar evaluation • Check your inbox next week for the webinar recording and slide deck

The Plan

Voltaire Santos Miran

Chief Executive Officer @vsantosmiran

Mallory Wood

Director of Marketing @mallorywood

1. Do you create student profiles? 2. Do you have student-driven blogs? 3. Do you use social media for admissions-related campaigns? 4. Do you produce videos? 5. Do you get high-resolution photos for your stories?

A Poll:

Do you wonder whether you’re as effective as you could be in all of the work that you’re doing?

A Niggling Question:

“We generate a lot of activity, but we lack a guiding strategy

in our work.”

- Client Names Withheld -

To give you a new tool to frame and evaluate your storytelling for admissions.

My Goal:

Agenda1. Mapping the Journey

2. Matching the Stories

3. Crafting the Narratives

4. A Word From Our Sponsor

5. Questions

Mapping the Journey

Inbound marketing is promoting a company through blogs, podcasts, video, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the “purchase funnel.”

A Definition:

Inbound marketing is the act of engaging, educating, and inspiring prospective students and their influencers through blogs, podcasts, video, newsletters, websites, SEO, social media campaign, and other forms of content throughout the stages of their journey.”

A Definition (refined):

In order to serve your audiences, you need to understand them in a meaningful way.

The Assertion:

“Empathy is about understanding … what’s going on in a person’s head and heart … and acknowledging her reasoning and

emotions as valid, even when they differ from your own.”

Indi Young, Practical Empathy

UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION

• Why do I want to do this? • What programs are right for me? • How do my options compare financially? • What will my life be like at each place I’m considering? • When should I visit campus? • How many places should I apply to?

• What’s the right balance of size, cost, location? • Where will I get research experience? Study abroad? • What are my short list of options? • Who would I be working / studying with? • How will I prepare for my interviews? • What are the dorms and dining halls like?

• What were my experiences with current students, faculty, and counselors like? Will I fit in?

• What will I do outside of class? • If I get into multiple places and get similar offers, how do I choose?

• How do I prepare for this transition? • What do I need to know about next steps? • What am I not thinking about or forgetting?

• Excitement: This is the next big step in my life! • Empowerment: I ‘ll finally have control over my learning. • Confusion: So many institutions to choose from! • Anticipation: This will be difficult, and may be fun. • Fear: I have no idea what I want to do, and I’m scared to make the

wrong choice of school and major.

• Apprehension: I need to make sure I get my applications in on time. And I don’t like interviews.

• Hopefulness: I’ve found some places that feel right, and I’m closing in on a choice

• Annoyance. All. The. Paper.

• Anxiety: I can’t stand the waiting. • Thrill: I got in! This is my dream! • Need for validation: Where are my friends going? • Confidence: I’m making the right choice! • Doubt: Am I making the right choice? • Frustration: Financial aid is so complicated!

• Relief: I’ve made it through this intense process and am ready for the next step.

• Ambivalence: There are big life changes ahead, and I’m feeling both good and bad about those changes.

• Impatience: Now that I’ve made my decision, I really want to start. • Giddiness: This is actually happening!

Make depositRegister for

classes

investigate housing options

Move in

Get in touch with incoming

classmates

• Recently accepted students sites • Student life sites • Orientation packets

• Official and personal social media accounts

• Parents, family, friends • High School counselors • Admissions counselors • Admitted students days

• Return visits to campus• Personal experience from the campus tour

• Impressions from virtual tours • Emails and other

communications from admissions counselors

• Academic department pages • Faculty biography pages

• College/university websites • Print materials • Third-party sites • Google • High School counselors • Parents, family and friends

• Alumni • Official and personal social

media accounts • U.S. News and World Report • College fairs

Complete applications

Talk to professors, admissions counselors,

and alumni

Review research and experiential learning

opportunities

Visit campus

Review financial aid and scholarship

possibilities

Visit .edu sitesReview rankings

Search the web

Investigate jobs and pay ranges possible with specific

degrees

Talk to peers, family, and influencers

Engage in social

Sort the mailInterview alumni

Compare of pros and cons of each option in detail

Accept an offer for admission

Re-Engage in social

Decide if now is the right time

for college

Await financial aidaward

Await acceptance letters

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

Matching the Stories

When you understand the journey, you can create stories to support that journey.

The Corollary:

Storytelling is the act of framing an idea as a narrative to inform,

illuminate, and inspire.”

The Storyteller’s Secret

UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION

• Why do I want to do this? • What programs are right for me? • How do my options compare financially? • What will my life be like at each place I’m considering? • When should I visit campus? • How many places should I apply to?

• What’s the right balance of size, cost, location? • Where will I get research experience? Study abroad? • What are my short list of options? • Who would I be working / studying with? • How will I prepare for my interviews? • What are the dorms and dining halls like?

• What were my experiences with current students, faculty, and counselors like? Will I fit in?

• What will I do outside of class? • If I get into multiple places and get similar offers, how do I choose?

• How do I prepare for this transition? • What do I need to know about next steps? • What am I not thinking about forgetting?

• Excitement: This is the next big step in my life! • Empowerment: I ‘ll finally have control over my learning. • Confusion: So many institutions to choose from! • Anticipation: This will be difficult, and may be fun. • Fear: I have no idea what I want to do, and I’m scared to make the

wrong choice of school and major.

• Apprehension: I need to make sure I get my applications in on time. And I don’t like interviews.

• Hopefulness: I’ve found some places that feel right, and I’m closing in on a choice

• Annoyance. All. The. Paper.

• Anxiety: I can’t stand the waiting. • Thrill: I got in! This is my dream! • Need for validation: Where are my friends going? • Confidence: I’m making the right choice! • Doubt: Am I making the right choice? • Frustration: Financial aid is so complicated!

• Relief: I’ve made it through this intense process and am ready for the next step.

• Ambivalence: There are big life changes ahead, and I’m feeling both good and bad about those changes.

• Impatience: Now that I’ve made my decision, I really want to start. • Giddiness: This is actually happening!

Make depositRegister for

classes

investigate housing options

Move in

Get in touch with incoming

classmates

• Recently accepted students sites • Student life sites • Orientation packets

• Official and personal social media accounts

• Parents, family, friends • High School counselors • Admissions counselors • Admitted students days

• Return visits to campus• Personal experience from the campus tour

• Impressions from virtual tours • Emails and other

communications from admissions counselors

• Academic department pages • Faculty biography pages

• College/university websites • Print materials • Third-party sites • Google • High School counselors • Parents, family and friends

• Alumni • Official and personal social

media accounts • U.S. News and World Report • College fairs

Complete applications

Talk to professors, admissions counselors,

and alumni

Review research and experiential learning

opportunities

Visit campus

Review financial aid and scholarship

possibilities

Visit .edu sitesReview rankings

Search the web

Investigate jobs and pay ranges possible with specific

degrees

Talk to peers, family, and influencers

Engage in social

Sort the mailInterview alumni

Compare of pros and cons of each option in detail

Accept an offer for admission

Re-Engage in social

Decide if now is the right time

for college

Await financial aidaward

Await acceptance letters

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

• Create a wonderful user experience across all channels (print, web, social).

• Demystify the process, especially for first-generation college students

• Address misperceptions • Establish your brand

• Communicate community • Build a case for value and

affordability • Promote programs , experiential

learning opportunities, and study abroad possibilities

• Ease anxiety during the waiting process

• Reaffirm reasons to choose your college

• Strengthen connections with counselors and faculty

• Ease the tactical process by providing clear information, checklists, dates and deadlines

• Ease the emotional process by helping people make connections and imagine

themselves as heroes in their own story

• Facilitate connections • Orient students to their new

worldOPPORTUNITIES

UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION

• Why do I want to do this? • What programs are right for me? • How do my options compare financially? • What will my life be like at each place I’m considering? • When should I visit campus? • How many places should I apply to?

• What’s the right balance of size, cost, location? • Where will I get research experience? Study abroad? • What are my short list of options? • Who would I be working / studying with? • How will I prepare for my interviews? • What are the dorms and dining halls like?

• What were my experiences with current students, faculty, and counselors like? Will I fit in?

• What will I do outside of class? • If I get into multiple places and get similar offers, how do I choose?

• How do I prepare for this transition? • What do I need to know about next steps? • What am I not thinking about forgetting?

• Excitement: This is the next big step in my life! • Empowerment: I ‘ll finally have control over my learning. • Confusion: So many institutions to choose from! • Anticipation: This will be difficult, and may be fun. • Fear: I have no idea what I want to do, and I’m scared to make the

wrong choice of school and major.

• Apprehension: I need to make sure I get my applications in on time. And I don’t like interviews.

• Hopefulness: I’ve found some places that feel right, and I’m closing in on a choice

• Annoyance. All. The. Paper.

• Anxiety: I can’t stand the waiting. • Thrill: I got in! This is my dream! • Need for validation: Where are my friends going? • Confidence: I’m making the right choice! • Doubt: Am I making the right choice? • Frustration: Financial aid is so complicated!

• Relief: I’ve made it through this intense process and am ready for the next step.

• Ambivalence: There are big life changes ahead, and I’m feeling both good and bad about those changes.

• Impatience: Now that I’ve made my decision, I really want to start. • Giddiness: This is actually happening!

Make depositRegister for

classes

investigate housing options

Move in

Get in touch with incoming

classmates

• Recently accepted students sites • Student life sites • Orientation packets

• Official and personal social media accounts

• Parents, family, friends • High School counselors • Admissions counselors • Admitted students days

• Return visits to campus• Personal experience from the campus tour

• Impressions from virtual tours • Emails and other

communications from admissions counselors

• Academic department pages • Faculty biography pages

• College/university websites • Print materials • Third-party sites • Google • High School counselors • Parents, family and friends

• Alumni • Official and personal social

media accounts • U.S. News and World Report • College fairs

Complete applications

Talk to professors, admissions counselors,

and alumni

Review research and experiential learning

opportunities

Visit campus

Review financial aid and scholarship

possibilities

Visit .edu sitesReview rankings

Search the web

Investigate jobs and pay ranges possible with specific

degrees

Talk to peers, family, and influencers

Engage in social

Sort the mailInterview alumni

Compare of pros and cons of each option in detail

Accept an offer for admission

Re-Engage in social

Decide if now is the right time

for college

Await financial aidaward

Await acceptance letters

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

Crafting the Narratives

Great storytelling for admissions follows the principles of great storytelling. Period.

The Practice:

“A thought triggers the same regions of the brain that would be

activated if you were actually experiencing the event in real life.”

Carmine Gallo, The Storyteller’s Secret

“A compelling story with an emotional trigger alters our brain

chemistry, making us more trusting, understanding, and open to ideas.”

Paul Zak, Neuroscientist

24

Popular Themes

1. Fate

2. Ambition

4. Sacrifice

5. Transformation

6. Love

7. Vengeance

8. Resurrection

Credit: Tessa Wegert (http://bit.ly/tessawegert )

25

Popular Plots

1. Overcoming the Monster

2. Rags to Riches

3. The Quest

4. Voyage and Return

5. Comedy

6. Tragedy (#holdthedoor)

7. Rebirth

Credit: Christopher Booker, The Seven Basic Plots (http://bit.ly/sevenbasicplots)

Exposition

Complication

Crisis

Climax

Resolution

Aristotle et. al.

Once Upon a Time …

One Day …

Because of That …

And Because of That …

Until, Finally …

Pixar

Understand Explore

28

&

29

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

UNITY COLLEGE

Experience Unity

https://vimeo.com/103253320

Theme: Love/Sacrifice Plot: Overcoming the

Monster

30

BOSTON UNIVERSITY

You at BU

http://www.bu.edu/admissions/you-at-bu/

31

TUFTS UNIVERSITY

Graduate Programs

http://asegrad.tufts.edu

Theme: Ambition Plot: Voyage and Return

32

UNIVERSITY OF TEXAS

Alcalde Interactive

http://alcalde.texasexes.org/

arctic/

Theme: Transformation Plot: Voyage and Return

Narrow Choices

Apply33

&

34

KNOX COLLEGE

https://www.knox.edu/reiners-william-59

Theme:

Transformation Plot: Rags to Riches

35

UNIVERSITY OF TEXAS

Alcalde Interactive

http://alcalde.texasexes.org/

2016texas10/

Theme: Fate Plot: The Quest

36

UNIVERSITY OF WASHINGTON

http://www.washington.edu/

boundless/livinglab//

Theme: Fate Plot: Voyage and Return

37

OBERLIN COLLEGE

The Stories Project

http://stories.oberlin.edu/

Decide Accept

38

&

39

WAKE FOREST UNIVERSITY

#WFY20

http://admissions.wfu.edu/

wfu20//

40

Texas A&M

Aggie Traditions

http://www.tamu.edu/

traditions/index.html

41

Subtitle Subtitle

41

UNIVERSITY OF WASHINGTON

New Huskies

http://www.washington.ed

u/newhuskies/

42

TUFTS UNIVERSITY

Undergraduate Admissions Magazine

https://issuu.com/

tuftsadmissions/docs/web_jumbo_sp16

&Commit Transition

43

&

44

COLUMBIA COLLEGE CHICAGO

Undergraduate Admissions

http://www.colum.edu/

campus-life/student-spotlights/2014/alice-

perez.html

Theme: Sacrifice Plot: Overcoming the

Monster

45

OAKTON COMMUNITY

COLLEGE

http://www.oakton.edu/branding/

profiles_themes/student_profiles/

m_fleurima.php

Theme: Resurrection Plot: Overcoming the

Monster

46

UNIVERSITY OF WASHINGTON

The Husky 100

http://www.washington.ed

u/husky100/

47

HOPE COLLEGE

Student Blogs

https://blogs.hope.edu/students/author/idil-

ozer/

Theme: Transformation

Plot: Comedy

Conceptual Planning

Inspired by Ann Handley’s “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content”

1. Who am I writing for? 2. What do I want them to understand or

learn? 3. What’s the narrative arc of my story? 4. What part of the experience or journey

am I supporting?

5. What thoughts, feelings, and actions am I addressing?

6. What opportunities am I taking advantage of?

7. What actions am I inspiring? 8. What channels am I going to use to

share this story?

UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION

• Why do I want to do this? • What programs are right for me? • How do my options compare financially? • What will my life be like at each place I’m considering? • When should I visit campus? • How many places should I apply to?

• What’s the right balance of size, cost, location? • Where will I get research experience? Study abroad? • What are my short list of options? • Who would I be working / studying with? • How will I prepare for my interviews? • What are the dorms and dining halls like?

• What were my experiences with current students, faculty, and counselors like? Will I fit in?

• What will I do outside of class? • If I get into multiple places and get similar offers, how do I choose?

• How do I prepare for this transition? • What do I need to know about next steps? • What am I not thinking about forgetting?

• Excitement: This is the next big step in my life! • Empowerment: I ‘ll finally have control over my learning. • Confusion: So many institutions to choose from! • Anticipation: This will be difficult, and may be fun. • Fear: I have no idea what I want to do, and I’m scared to make the

wrong choice of school and major.

• Apprehension: I need to make sure I get my applications in on time. And I don’t like interviews.

• Hopefulness: I’ve found some places that feel right, and I’m closing in on a choice

• Annoyance. All. The. Paper.

• Anxiety: I can’t stand the waiting. • Thrill: I got in! This is my dream! • Need for validation: Where are my friends going? • Confidence: I’m making the right choice! • Doubt: Am I making the right choice? • Frustration: Financial aid is so complicated!

• Relief: I’ve made it through this intense process and am ready for the next step.

• Ambivalence: There are big life changes ahead, and I’m feeling both good and bad about those changes.

• Impatience: Now that I’ve made my decision, I really want to start. • Giddiness: This is actually happening!

Make depositRegister for

classes

investigate housing options

Move in

Get in touch with incoming

classmates

• Recently accepted students sites • Student life sites • Orientation packets

• Official and personal social media accounts

• Parents, family, friends • High School counselors • Admissions counselors • Admitted students days

• Return visits to campus• Personal experience from the campus tour

• Impressions from virtual tours • Emails and other

communications from admissions counselors

• Academic department pages • Faculty biography pages

• College/university websites • Print materials • Third-party sites • Google • High School counselors • Parents, family and friends

• Alumni • Official and personal social

media accounts • U.S. News and World Report • College fairs

Complete applications

Talk to professors, admissions counselors,

and alumni

Review research and experiential learning

opportunities

Visit campus

Review financial aid and scholarship

possibilities

Visit .edu sitesReview rankings

Search the web

Investigate jobs and pay ranges possible with specific

degrees

Talk to peers, family, and influencers

Engage in social

Sort the mailInterview alumni

Compare of pros and cons of each option in detail

Accept an offer for admission

Re-Engage in social

Decide if now is the right time

for college

Await financial aidaward

Await acceptance letters

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

• Create a wonderful user experience across all channels (print, web, social).

• Demystify the process, especially for first-generation college students

• Address misperceptions • Establish your brand

• Communicate community • Build a case for value and

affordability • Promote programs , experiential

learning opportunities, and study abroad possibilities

• Ease anxiety during the waiting process

• Reaffirm reasons to choose your college

• Strengthen connections with counselors and faculty

• Ease the tactical process by providing clear information, checklists, dates and deadlines

• Ease the emotional process by helping people make connections and imagine

themselves as heroes in their own story

• Facilitate connections • Orient students to their new

worldOPPORTUNITIES

UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION

• Why do I want to do this? • What programs are right for me? • How do my options compare financially? • What will my life be like at each place I’m considering? • When should I visit campus? • How many places should I apply to?

• What’s the right balance of size, cost, location? • Where will I get research experience? Study abroad? • What are my short list of options? • Who would I be working / studying with? • How will I prepare for my interviews? • What are the dorms and dining halls like?

• What were my experiences with current students, faculty, and counselors like? Will I fit in?

• What will I do outside of class? • If I get into multiple places and get similar offers, how do I choose?

• How do I prepare for this transition? • What do I need to know about next steps? • What am I not thinking about forgetting?

• Excitement: This is the next big step in my life! • Empowerment: I ‘ll finally have control over my learning. • Confusion: So many institutions to choose from! • Anticipation: This will be difficult, and may be fun. • Fear: I have no idea what I want to do, and I’m scared to make the

wrong choice of school and major.

• Apprehension: I need to make sure I get my applications in on time. And I don’t like interviews.

• Hopefulness: I’ve found some places that feel right, and I’m closing in on a choice

• Annoyance. All. The. Paper.

• Anxiety: I can’t stand the waiting. • Thrill: I got in! This is my dream! • Need for validation: Where are my friends going? • Confidence: I’m making the right choice! • Doubt: Am I making the right choice? • Frustration: Financial aid is so complicated!

• Relief: I’ve made it through this intense process and am ready for the next step.

• Ambivalence: There are big life changes ahead, and I’m feeling both good and bad about those changes.

• Impatience: Now that I’ve made my decision, I really want to start. • Giddiness: This is actually happening!

Make depositRegister for

classes

investigate housing options

Move in

Get in touch with incoming

classmates

• Recently accepted students sites • Student life sites • Orientation packets

• Official and personal social media accounts

• Parents, family, friends • High School counselors • Admissions counselors • Admitted students days

• Return visits to campus• Personal experience from the campus tour

• Impressions from virtual tours • Emails and other

communications from admissions counselors

• Academic department pages • Faculty biography pages

• College/university websites • Print materials • Third-party sites • Google • High School counselors • Parents, family and friends

• Alumni • Official and personal social

media accounts • U.S. News and World Report • College fairs

Complete applications

Talk to professors, admissions counselors,

and alumni

Review research and experiential learning

opportunities

Visit campus

Review financial aid and scholarship

possibilities

Visit .edu sitesReview rankings

Search the web

Investigate jobs and pay ranges possible with specific

degrees

Talk to peers, family, and influencers

Engage in social

Sort the mailInterview alumni

Compare of pros and cons of each option in detail

Accept an offer for admission

Re-Engage in social

Decide if now is the right time

for college

Await financial aidaward

Await acceptance letters

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

• Create a wonderful user experience across all channels (print, web, social).

• Demystify the process, especially for first-generation college students

• Address misperceptions • Establish your brand

• Communicate community • Build a case for value and

affordability • Promote programs , experiential

learning opportunities, and study abroad possibilities

• Ease anxiety during the waiting process

• Reaffirm reasons to choose your college

• Strengthen connections with counselors and faculty

• Ease the tactical process by providing clear information, checklists, dates and deadlines

• Ease the emotional process by helping people make connections and imagine

themselves as heroes in their own story

• Facilitate connections • Orient students to their new

worldOPPORTUNITIES

STORTTELLING PRINCIPLES

• Go deeper. Every college changes lives, most professors care, the luckier students find lifelong friends, and all schools offer access to an international network of alumni. Get specific — the story is in the details.

• Find the conflict. Without the conflict, there is no story. • Remember that timing is everything. Align the themes and plots of your story to the stage of your audience’s journey.

• Don’t focus on original, focus on true. We’re wired for patterns, and we look for inspiration.

A Word From Our Sponsor

Voltaire Santos Miran

Chief Executive Officer

@vsantosmiran

312.420.6778

voltaire.miran@mstoner.com

Mallory Wood

Director of Marketing

@mallorywood

802.457.9234

mallory.wood@mstoner.com

Resources

• Learn more about digital storytelling: http://mstnr.me/DigStoryWebinar

• Bring our team to campus for an interactive storytelling workshop: http://mstnr.me/DigStoryWorkshop

Our Storytelling Series Team

Ben Bilow

Senior Creative Director

ben.bilow@mstoner.com

Abby McLean

Visual/UX Designer

abby.mclean@mstoner.com

Mike Schulz

Visual/UX Designer

mike.schulz@mstoner.com

Soni Oliver

Visual/UX Designer

soni.oliver@mstoner.com

Ben Conley

Visual/UX Designer

ben.conley@mstoner.com

Greg Zguta

Senior Consultant

greg.zguta@mstoner.com

Questions?

m storytellers for .edu

Thank You!