The document discusses SUNY Oswego's strategy of using student stories and content to help prospective students learn about the university. It outlines their goals of improving lives rather than just focusing on marketing. To achieve this, they empower current students like Alyssa Levenberg to create blog posts and videos sharing their experiences to help incoming students find their passion and make informed decisions. They provide coaching and feedback to help students succeed in telling relatable stories without focusing on likes, followers or going viral for its own sake.