How does your website invite students into your school's story?

1. USE YOUR WEBSITE TO INVITE STUDENTS
INTO YOUR SCHOOL’S STORY
Presented by:
Higher Education Marketing

2. 1. Storytelling: Setting Institutions
Apart
2. Communicating a Distinctive Brand
Identity
3. How do Students Fit into Your Story
4. Embracing Your School’s Niche
5. Living the Story You Tell
Overview

3. Storytelling is a pillar of content marketing and a powerful means
of crafting strong higher education branding.
„ It can be an influential factor in a prospect’s post-secondary
decision.
„ It cuts through bland, murky marketing (like multiple schools
advertising similar qualities/claims to fame, & confusing students)
Source: HEM – How Does Your Website Invite Students into Your School’s Story?
Storytelling: Setting Institutions Apart

4. „ Recent studies show this tact is often underused.
„ Across dozens of prospective student focus groups, higher ed
analysts repeatedly heard:
“How am I supposed to choose when they all look the same?”
„ Bland branding that seeks to stand for everything to everyone risks
standing for nothing.
Storytelling: Setting Institutions Apart
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

5. „ A distinctive brand identity is essential for attracting and guiding
a sustainable community.
„ Try to align your brand with your community’s:
• purpose
• reputation
• culture
„ This connects your branding to the actual people on campus –
promoting strong/consistent brand identity.
Communicating a Distinctive Brand
Identity
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

6. „ A school’s website is its most prominent window to the world.
„ Visitors intuitively understand the school through its web content.
„ Communicate a distinctive brand identity by using content in your
school’s “About Us” section to portray:
• the school’s mission
• history
• values + vision
• what makes them unique
Communicating a Distinctive Brand
Identity
Why not convey these facts
through a good story?
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

7. Example
„ The University of Rochester’s
‘About Us’ page features:
• stats
• vision statements
• rankings data
• pictures + videos
They all illustrate the school’s
proud symbols and traditions.
Communicating a Distinctive Brand
Identity
UofR website content tells the story of a vibrant, engaged community.
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

8. „ Effective higher education branding helps prospective students
picture their lives on campus.
„ Tell rather than sell with memorable content that features values
they share.
„ Authentic, relatable stories encourage students to establish more
meaningful connections with a school.
How do Students Fit Into Your Story?
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

9. „ For a school, using original content (stories) elicits emotion and
empathy.
„ It persuades by letting readers reach their own conclusions.
How do Students Fit Into Your Story?
- Annette Simmons
“A story is more respectful than telling someone
what he or she ought to think. Respect connects.”
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

10. „ Stories told with music, voices, & images have great potential
for higher education branding.
„ They’re easily memorable & shareable on social media.
How do Students Fit Into Your Story?
Example:
This video of Greg
McFall, California
Teacher of the Year,
shows the power of
video storytelling:
Source: HEM – How Does Your Website Invite Students into Your School’s Story?
https://www.youtube.com/watch?v=07kp540hkMA

11. „ Many schools have used storytelling to carve out a sustainable
niche, by:
• identifying/targeting a subsection of prospective students
• understanding who they can ‘serve exceptionally’
• earning a distinctive reputation
• cultivating a devoted social media following
„ The most effective niches tap into the idea of ‘brand mythology.’
Embracing Your School’s Niche
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

12. Embracing Your School’s Niche
„ Brand mythology is about making the most of stories that an
organization already has, by:
• stylizing
• dramatizing
• elevating stories to new heights
„ Mythologies are most compelling when they involve overcoming
struggle/making meaningful life changes – but it’s most important
that they’re true to a school’s branding promise.
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

13. Example:
„ Shimer College’s small campus
& unique learning style is ideal
for a particular student niche.
„ Its “Our Story” pages feature
content that fits this niche, like
profiles of creative alumni.
(Pictured - electronic musician/
Shimer alumnus Laurie Spiegel)
Embracing Your School’s Niche
Source: HEM – How Does Your Website Invite Students into Your School’s Story?

14. Living the Story You Tell
„ An effective brand position in higher education is a logical
extension of how your community already perceives your school.
„ To be truly accepted & influential, you must live the story you tell.
Example
„ University of Northern BC’s
‘Green’ branding is backed by:
• a ‘Green Grant’ program
• proof of energy efficiency
• support from ecological leaders,
& more:
Source: HEM – How Does Your Website Invite Students into Your School’s Story?