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PRESENTERS:
Megan CendrowskiAmanda Tower
DIGITAL STORYTELLING FOR COMPETITIVE ADVANTAGE
WEBINAR | 6.4.15
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About the Presenters
Amanda is a Content Strategist at Converge. She works with clients to create compelling web content and develop effective marketing strategies.
Megan is an Inbound Marketing Strategist at Converge. She leads content strategy and design to build new websites and innovative marketing campaigns for our higher education clients.
Ann is CEO & Founder of Converge. She is a pioneer for inbound marketing and digital storytelling with over 15 years of #highered experience.
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Introduction
“It’s important that we share our experiences with other people. When you tell your story, you free yourself and give other people permission to acknowledge their own story.”
- Iyanla Vanzant
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Introduction
http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
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Introduction
• Then: Tell a story with the right reach, frequency, and creative treatment in a relevant, exciting way.
• Now:
Photo by Sam Valadi
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Introduction
• Content volume has exploded, attention spans have shortened, and ‘captive’ audiences no longer exist.
• As consumers, we set filters and tune in to those we trust or care about the most.
• More than ever, brands must become masters of storytelling.
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Introduction
3 Attributes of Good Storytelling
• Authentic: The stories you tell should reflect your values, mission, and beliefs.
• Approachable: Tell a story that’s relatable.
• Honest: Be human. Share your stories just the way they are.
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Overview
Today we’ll share some examples of storytelling in higher education. We’re going to walk through great examples of storytelling in:
•BLOGS•VIDEOS + PHOTOS•TESTIMONIALS•CAMPAIGNS
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BLOGS
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Along Middle Path
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Along Middle Path
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Along Middle Path
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Biola Blogs
Biola takes a personal approach to sharing their students’ stories and experiences
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NNU Grad Blogs
Strategic CTA placement on great
content offers
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NNU Undergrad Blogs
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A Week in the Life
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A Week in the Life
Hour-by-hour summary of a current student’s life
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VIDEO & PHOTO
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WFU Photo Stories
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WFU Photo Stories
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WFU Photo Stories
Proof that a picture can be worth a
thousand words.
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Why I Chose Yale
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Offshore Field Trip
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Infographics
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Your Story Matters
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U Mich 24 Hours
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U Mich 24 Hours
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See BlueThe ‘see blue’ story is made up of a million individual stories. What will yours be?
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Challenge Convention
“It’s not what you know. It’s what you create with what you know.”
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TESTIMONIALS
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Creighton Quotes
Leveraging testimonials as supporting content to continue the narrative
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Mr. Joe Payton
Unique profile that tells a story and makes Mr. Joe Payton more authentic
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Carthage Testimonials
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Carthage Testimonials
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CAMPAIGNS
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Spartans Will. 360
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Spartans Will. 360
Sharing the exceptional work of Spartans
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Spartans Will. 360
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Spartans Will. 360
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VCU Community
Drawing attention to the campaign
by adding it to the main navigation
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UI Phil Was Here
Great use of inbound tactics for cross-channel promotion
(blog, YouTube, etc.) and alumni / donor engagement
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Action Through Navigation
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U Mich Snapchat
Letting students tell the U Mich story
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TAKEAWAYS
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Be Authentic
Show real people and tell real stories. Authenticity and honesty create trust.
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Tell > Sell
Let the story sell itself. If you tell it right, you won’t have to sell it.
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Choose Your Channels
Pay attention to the channels your audiences value most.
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Give Students A Voice
Give your students a voice and a platform to tell their own stories.
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Sources• History of Storytelling
• 3 Attributes of Storytelling
• The Art of Storytelling in a Digital Age
• NNU Blogs
• Spartans Will. 360
• Biola Blogs
• A Week in the Life
• WFU Photo Stories
• Why I Chose Yale
• See Blue
• Creighton Quotes
• Mr. Joe Payton
• VCU Community
• UI Phil Was Here
• U Mich Snapchat
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Megan CendrowskiInbound Marketing Strategist
Thank you!
Amanda TowerContent Strategist
Ann OlesonCEO & Founder
