The Power of Storytelling in Education Marketing: Building Emotional Connections with Prospective Students
Jayani.C Senanayake
SEO Specialist | Marketing & Communications professional | Author
In today’s digital age, cutting through the noise to grab the attention of prospective students can feel like an epic quest. Enter storytelling—a powerful tool that goes beyond mere information dissemination to forge emotional connections and inspire action. As a marketing professional involved in the niche of education marketing (aviation education at that!) here are some thoughts on the transformative power of storytelling in education marketing, with a few strategies, and successful examples from the field.
Why Storytelling? Because Humans Love Stories!
Humans are wired for stories. From ancient campfires to modern-day TED Talks, storytelling has always been our way of making sense of the world. Storytelling taps into the fundamental human experience of sharing and receiving stories, a practice rooted in our psychology and culture. Research shows that stories are more engaging and memorable than facts alone. According to cognitive scientist Dr. Jerome Bruner, people are 22 times more likely to remember a fact when it is wrapped in a story. This is because stories activate multiple areas of the brain, creating an emotional and immersive experience that resonates deeply with the audience.
Authentic and Relatable: The Heart of Your Story
Student and Alumni Spotlights: Imagine prospective students seeing themselves in the shoes of your alumni who are now making waves in their careers. Real stories of real people create powerful connections. Think video diaries, social media takeovers, and heartfelt blog posts.
Meet the Faculty: Your professors aren’t just educators—they’re mentors, innovators, and sometimes even life-changers. Share their passions, research breakthroughs, and quirky anecdotes to humanize your institution and showcase its academic prowess.
Campus Life Chronicles: Paint a vibrant picture of daily life on campus. Capture the buzz of student clubs, the intensity of late-night study sessions, and the joy of campus traditions. Use stories to make your campus feel like a home waiting to welcome its new members.
Multi-Channel Magic: The platforms for the stories
Video content: Video content is king. From slickly produced mini-documentaries to candid student vlogs, videos can bring your stories to life. Share them on YouTube, Instagram, TikTok, and your website to maximize reach. A report by Wyzowl found that 84% of people say they've been convinced to buy a product or service by watching a brand's video .
Social Media: Platforms like Instagram and TikTok are perfect for quick, engaging storytelling. These can be used as the channels for behind-the-scenes glimpses, day-in-the-life snippets, and interactive Q&A sessions. According to Hootsuite, 90% of Instagram users follow a business, making it a prime platform for engagement .
Blogs & articles: Long-form content on your institution’s blog can delve into deeper narratives. Feature in-depth profiles, success stories, and opinion pieces that prospective students can relate to and learn from. HubSpot reports that companies that blog receive 97% more links to their website, boosting SEO and visibility .
Email Campaigns: Personalized emails with compelling stories can cut through the inbox clutter. Segment your audience to deliver relevant stories directly to their inbox, nurturing a connection one email at a time. Campaign Monitor states that emails with personalized subject lines are 26% more likely to be opened.
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Measuring the Magic: How to Know It’s Working
Engagement Metrics: Keeping an eye on likes, shares, comments, and views is essential. High engagement means that the stories are striking a chord.
Conversion Rates: Tracking the actions taken after viewing your stories—whether it’s signing up for a newsletter, filling out a contact form, or starting an application, is a no-brainer. These are your storytelling victories!
Sentiment Analysis: Listen to the buzz. Monitor feedback and sentiment in comments and reviews to gauge the emotional impact of your stories.
Storytelling in Action: Here are some Epic Wins
Harvard University: Harvard’s “Student Stories” campaign uses videos and articles to showcase the diverse and inspiring journeys of its students. These stories resonate deeply, highlighting the supportive and inclusive environment at Harvard.
University of Melbourne: With its “My Melbourne Story” campaign, students share their experiences through blog posts and social media takeovers. This approach builds a strong sense of community and authenticity.
Arizona State University: ASU’s interactive content, including virtual campus tours and 360-degree videos, allows prospective students to explore the campus and hear from current students and faculty in a dynamic, engaging format.
Your Story Starts Here...
If student engagement is an epic quest, then storytelling is your Excalibur. It’s about creating emotional connections that resonate, inspire, and ultimately drive action. By harnessing the power of authentic, relatable narratives and sharing them across the right channels, you can transform your education marketing strategy into a legendary tale that prospective students will not only remember but also want to be a part of. Ready to become a storytelling hero? Let the adventure begin!
This approach not only makes the content engaging and fun but also aligns with the viral nature of LinkedIn posts, encouraging shares, comments, and interactions among professionals in the education marketing field.
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