storytelling to recruit students
TRANSCRIPT
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
Mallory Wood
Director of Marketing
@mallorywood
802.457.9234
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
Abby McLean
Visual/UX Designer
Mike Schulz
Visual/UX Designer
Soni Oliver
Visual/UX Designer
Ben Conley
Visual/UX Designer
Greg Zguta
Senior Consultant
Questions?
m storytellers for .edu
Thank You!