10 Schools Using Storytelling In Their School Marketing

Storytelling is a powerful marketing tool that gets your message across in a way that connects with the audience. Stories can excite, engage and amuse – using emotion to grab and hold the attention of viewers.

Many school marketers use stories to communicate their school’s offer and what makes them different. Not only can storytelling communicate facts and information, but it’s also a great way to convey a school’s values, culture and personality.

There’s lots of great storytelling going on in education marketing. We’ve selected a range of examples here to inspire you. Enjoy!

#1 International School of Stuttgart – ‘The Feeling’ [Video]

International schools attract families from a variety of backgrounds, so some prospective students may be worried about fitting in. The International School of Stuttgart’s fun admissions video makes ‘fitting in’ its main message. They also clearly explain the ‘why’, by including the science of fitting in and linking this to a better learning environment. Well worthy of its InspirED 2021 Award.

#2 St Dunstan’s College – ‘Albam Exorna’ [Video]

A picture tells a thousand words – and there are virtually no words in St Dunstan’s video. The video brings the college’s Latin motto ‘Albam Exorna’ to life, while showcasing the broad range of activities the school offers. The story builds intrigue and engages the viewer’s curiosity until the ‘reveal’ at the end. Another well-deserved InsprirED 2021 award winner.

#3 Robins Lane Community Primary School – Pupil stories [Video]

Not every school has a big budget for video, but that doesn’t mean that they can’t tell their story. In this video from Robins Lane Primary School in Merseyside, pupils were asked what they loved about their school, and the results are authentic and engaging. To keep things simple, children are filmed answering the question, with the footage interspersed with photos.

#4 Framlingham College – Pupil stories [website]

Framlingham College’s website leads with their proposition – ‘Where every pupil creates their own story’. Framlingham’s home page features five pupil stories, with high-quality photos, and showcases a diverse range of pupils, from ‘VERONIKA – A Role Model for Ambition’ to ‘ROSE- An Introverted Extrovert.

#5 Beacon High – Alumni stories [website]

Beacon High secondary school in London describes itself as ‘a school where young people can realise their dreams and ambitions’. To demonstrate this ethos, they’ve developed alumni success stories featuring students who have gone on to secure places at Cambridge, Oxford and Goldsmiths, plus one teaching international gymnasts!

#6 Our Lady of Hartley Catholic Primary School – Alumni stories [website]

This primary school in Kent shows us how alumni stories can be shared without the costs and logistical challenges of filming pupils who have left for pastures new. In these videos of former pupils, photos and audio are brought together by asking ‘what three words..’ or ‘what’s your greatest achievement…’. The use of simple visuals and captions will work well for viewing on social media too.

#7 King’s InterHigh – Parent stories [Website]

King’s InterHigh is an online school serving students for whom the mainstream education system isn’t suitable. Parents may be looking for a different style of education, plus reassurance that the school will be right for their child. On the school’s website, parents share their stories of how the school has helped their children.

#8 Banstead Preparatory School – A day at school [Video]

A Day at Banstead Prep showcases the wide range of curriculum and activities the school offers, seen from the perspective of different students. It’s bright, warm and energetic, and you get a feeling of individuality and personality. Their use of modern music also helps them to stand out from other prep schools’ videos.

#9 Kingham Hill School – Look differently [Video]

This ?v=2q7RQR7022U" target="_blank" rel="noopener">video from Kingham Hill School asks ‘Isn’t it time you look differently?’. The viewer is taken on a journey of what that means and the benefits it brings students. It’s filmed from above, so the whole video illustrates the approach of looking at things differently, further helping this video to stand out from others.

#10 Fallibroome Academy – First Day [Video]

We’ve no idea how they achieved this! ‘First Day at Fallibroome’ is filmed in one take and is said to feature every one of the 1500+ pupils and 200+ staff. For a large academy, this video conveys a welcoming, community feeling and showcases a wide range of subjects and facilities. At just over 11 minutes long, it’s a whopper, but don’t let that put you off, it’s amazing to watch.

In many of these examples of storytelling, the schools have taken their core messages, such as community, culture or ambition and brought them to life. Others tackle pain points head-on, such as wanting to fit in or first-day nerves. By using stories in this way, the audience can not only visualise themselves in the school, but the school demonstrates that they understand pupil and parent needs. Great storytelling!

If you’d like to learn more about storytelling, check out our blog on how to use storytelling in your school’s marketing. Or, if you need help with developing your school’s story – drop us a line.