The document discusses digital storytelling for competitive advantage in higher education. It provides examples of how universities are using blogs, videos, photos, testimonials and campaigns to tell authentic stories in a relatable, honest way. Effective storytelling helps build trust with prospective students and reflects the institution's values. Sharing real student experiences across multiple channels like blogs, YouTube and Snapchat gives current students a voice to tell their own stories. Authentic storytelling that shows people and real experiences can help sell an institution without explicitly promoting it.

1. PRESENTERS:
Megan Cendrowski
Amanda Tower
DIGITAL STORYTELLING FOR
COMPETITIVE ADVANTAGE
WEBINAR | 6.4.15

2. About the Presenters
2
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.

3. Introduction
3
“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

4. Introduction
4
http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/

5. Introduction
5
• Then: Tell a story with the right reach, frequency, and creative
treatment in a relevant, exciting way.
• Now:
Photo by Sam Valadi

6. Introduction
6
• 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.

7. Introduction
7
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.

8. Overview
8
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

9. BLOGS
9

10. Along Middle Path
10

11. Along Middle Path
11

12. Along Middle Path
12

13. Biola Blogs
13
Biola takes a personal approach
to sharing their students’ stories
and experiences

14. NNU Grad Blogs
14
Strategic CTA
placement on great
content offers

15. NNU Undergrad Blogs
15

16. A Week in the Life
16

17. A Week in the Life
17
Hour-by-hour
summary of a
current
student’s life

18. VIDEO & PHOTO
18

19. WFU Photo Stories
19

20. WFU Photo Stories
20

21. WFU Photo Stories
21
Proof that a picture
can be worth a
thousand words.

22. Why I Chose Yale
22

23. Offshore Field Trip
23

24. Infographics
24

25. Your Story Matters
25

26. U Mich 24 Hours
26

27. U Mich 24 Hours
27

28. See Blue
28
The ‘see blue’ story is made up of a million individual stories. What will yours be?

29. Challenge Convention
29
“It’s not what you know. It’s what you create with what you know.”

30. TESTIMONIALS
30

31. Creighton Quotes
31
Leveraging testimonials as
supporting content to
continue the narrative

32. Mr. Joe Payton
32
Unique profile that tells a
story and makes Mr. Joe
Payton more authentic

33. Carthage Testimonials
33

34. Carthage Testimonials
34

35. CAMPAIGNS
35

36. Spartans Will. 360
36

37. Spartans Will. 360
37
Sharing the exceptional work
of Spartans

38. Spartans Will. 360
38

39. Spartans Will. 360
39

40. VCU Community
40
Drawing attention
to the campaign
by adding it to the
main navigation

41. UI Phil Was Here
41
Great use of inbound tactics
for cross-channel promotion
(blog, YouTube, etc.) and
alumni / donor engagement

42. Action Through Navigation
42

43. U Mich Snapchat
43
Letting students tell
the U Mich story

44. TAKEAWAYS
44

45. Be Authentic
45
Show real people and tell real stories.
Authenticity and honesty create trust.

46. Tell > Sell
46
Let the story sell itself. If you tell it right, you
won’t have to sell it.

47. Choose Your Channels
47
Pay attention to the channels your audiences value most.

48. Give Students A Voice
48
Give your students a voice and a platform to
tell their own stories.

49. 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
49

50. 50
Megan Cendrowski
Inbound Marketing Strategist
@megancendrowski
megan@convergeconsulting.org
Thank you!
Amanda Tower
Content Strategist
@imatower
amanda@convergeconsulting.org
Ann Oleson
CEO & Founder
@anncoleson
ann@convergeconsulting.org