Why You Should Be Using Storytelling In Your Schools Marketing, And How To Do It

Did I tell you about the teacher that changed my life?

That’s the start of a story I often tell, about how a teacher’s support started me down the path I’m on today.

Stories are a powerful way to capture and engage a reader or viewer’s attention. Which is why more and more marketers are using storytelling as part of their marketing toolkit.

So, if you’re thinking of using storytelling in your education marketing plan, or want to do more, we’ve pulled together the essentials of storytelling – what it is, why is it important and how can you use it.

What is storytelling?

Stories have been used to convey information from as far back as when our ancestors could wave their arms, or draw in the sand, to share tales of a successful hunt. Stories connect with the listener on both a factual and emotional level, and so they can communicate often complex information in a memorable way. Psychologist Jerome Bruner found that we are  22 times more likely  to remember facts when they’re part of a story.

Storytelling in marketing helps you to communicate both facts and personality. Telling a story from the perspective of your target audience also shows that you understand what they need and helps them to connect with your brand. It’s one of the reasons why so many companies are investing in influencer marketing, using people that their audiences can identify with to tell stories about products or services.

Why is storytelling so valuable in education marketing?

Storytelling is especially useful for marketers working in education. We’re not selling widgets here! When parents are looking for a school, they’re not just basing their choice on location or cost, they’re looking for somewhere that their child will be happy and grow. When a teacher looks for a new supplier, they want to help their students to reach their full potential. These decisions are not just based on logic, they’re also about feelings, trust and connection, which is why storytelling is so useful.

How to use storytelling in marketing?

Storytelling can also help set you apart from the competition. With birth rates falling and increased economic pressures, the education market is more competitive than ever. Many schools have similar offers and education suppliers can all say they’re the market leader. Storytelling can help you to not only communicate more effectively, but also stand out from the rest.

Types of stories education marketers can use

There are many different types of storytelling in marketing you can use in your strategies. Here are a few to get you started:

• Success stories / case studies.
• Overcoming barriers.
• Pupils and alumni.
• Transition.
• Recruitment.
• Origins or history.
• What you stand for / your values.

For example, parents looking for a prestigious school may respond to stories about history or famous alumni. A headteacher looking for a new piece of EdTech software, might want to hear from other headteachers who have faced the same challenges successfully.

Things to consider when planning stories

When thinking about stories to use in your marketing, there are a few things to bear in mind. First and foremost, make sure that any stories are aligned with your marketing strategy.

Helpful questions to ask yourself are:

• Does it match my audience’s pains or needs? …so that they can identify with it.
• Does it work with my key messages? … consistency is key.
• Am I using the right tone? … e.g., friendly, informative, inspirational.
• What format is best? A short photo story can work on social media, a longer one may be better as a website video.
• Where does it fit in my buyer’s journey? Short and engaging tends to work best when buyers are first researching, save the detail for later.

Last, but definitely not least, check that you are focussing on your audience and not you. Storytelling in advertising is so much more powerful when a story is told from the point of view of the customer, pupil or parent, and ideally in their own words.

How to generate stories

It would be great if ideal stories flew into our marketing inbox every day, but alas, that’s not usually the case. There will be lots of stories out there, it’s just a case of finding them.

Let your colleagues know that you’re looking for stories and what you’re looking for. Some school marketers we know have asked for a slot at the SLT meeting, others have kept it informal and grabbed a coffee with colleagues. One MAT we work with has an annual awards event which, in addition to being a lovely way to celebrate a whole range of achievements, is also a rich source of stories.

It doesn’t just have to be the marketing team who tells the stories. The real impact of storytelling in marketing comes when you can get the whole team involved. With a little guidance and support, anyone can share a quick story on social media, or relate a real-life experience on a school visit.

Storytelling examples to inspire you

There are many examples of great marketing storytelling out there, in education and beyond. Here are a few to get you thinking:

• Who can forget the Hovis ‘boy on the bike’ ad from the 70s? Voted Britain’s most iconic ad, it was brought back, digitally remastered, in 2019 (…and did you know the original was by Ridley Scott?).
• The Nueva School’s social media campaign won silver in the Inspired Awards, with judges observing “they capture the essence of authentic diversity storytelling beautifully”.
• Take a look at how Curwen Primary and Nursery School in Newham feature ?pid=6&nid=17" target="_blank" rel="noopener">stories from their pupils to show what life at school is like and in their own words.

So, when you next hear a colleague reflecting on a success, grab a pen (or your phone). What’s an everyday win for a colleague could be marketing storytelling gold!