If there’s one thing that can truly connect with students, alumni, and even faculty, it’s the power of a good story. Storytelling isn’t just for bedtime or Hollywood blockbusters—it’s a marketing tool that’s making waves in higher education. Why? Because stories help humanize your brand, create emotional connections, and ultimately influence the decisions people make.
Let’s dive into how storytelling can elevate your higher ed marketing strategy and why it’s so powerful.
1. Stories Make Your Institution More Relatable
At the end of the day, students want to feel like they belong. They’re looking for a place that feels like home, and the best way to convey that is through stories. Real stories from students, faculty, or alumni paint a picture of what life is actually like on your campus.
Think about it—statistics are helpful, sure, but they’re not what pull at the heartstrings. It’s the student who talks about overcoming obstacles to graduate or the professor who’s changing lives through groundbreaking research. When you share these personal journeys, it transforms your institution from just another school to their school.
2. Stories Create Emotional Connections
We all know that emotions play a huge role in decision-making, whether we realize it or not. Storytelling taps into that emotional side. When students hear about a peer who found their path or overcame challenges on your campus, they start imagining themselves in that story.
It’s about creating moments where they think, “I want to experience that, too.” Emotional connections are lasting connections, and in a world where students are constantly bombarded with marketing messages, that emotional tie can make all the difference.
3. Stories Give Life to Your Brand
Let’s be honest—higher ed marketing can sometimes feel a little…dry. But when you infuse storytelling into your strategy, it brings your brand to life. It’s no longer just about the programs you offer or the awards your faculty have earned (though those are important, too). It’s about the people, the experiences, and the impact your institution has on its community.
A great story showcases not just what your school is, but what it stands for. And when you do that, you’re building a brand that people feel connected to, trust, and want to be part of.
4. Stories Are Memorable
Facts and figures might fade from memory, but a good story sticks with you. Whether it’s a student sharing how a scholarship changed their life or an alum talking about how their time on campus shaped their career, these narratives linger in the minds of prospective students and families.
The beauty of storytelling is that it’s not just about selling—it’s about sharing. And when you share a story that resonates, it doesn’t feel like marketing at all. It feels genuine, which leads to deeper, more meaningful engagement.
5. Stories Build Community
Higher education is all about fostering a sense of community. By telling stories, you’re bringing people together. Current students see themselves reflected in alumni success stories, while prospective students get a glimpse of the tight-knit culture they can expect to find.
Storytelling also helps break down barriers. It shows students that no matter their background, struggles, or journey, there’s a place for them in your institution’s narrative. That sense of belonging is powerful and, frankly, hard to achieve through other marketing methods.
6. Stories Drive Action
At the end of the day, your goal is to inspire action. Whether it’s applying for admission, attending an open house, or donating as an alum, stories are what get people motivated. When your audience feels connected to your institution’s values, mission, and people, they’re far more likely to act.
A well-told story can spark curiosity, prompt a conversation, or even encourage someone to take the next step in their higher ed journey.
Everyone Has a Story.
Here’s the thing: everyone has a story to tell. From the student who’s just starting their college journey to the alum who’s breaking ground in their career, these stories are the lifeblood of your institution. And when you harness the power of these stories in your marketing, you’re doing more than just promoting a brand—you’re building relationships, fostering community, and creating lasting connections.
So, as you look at your next higher ed marketing campaign, ask yourself: What stories aren’t we telling yet? Chances are, those untold stories are the ones that will make the biggest impact.
