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school marketing news

A powerful way to communicate with parents

Posted by Melinda Webster

A powerful way to communicate with parentsStorytelling is a powerful communication tool. Human beings have connected with stories since the beginning of time and engage with the emotions and feelings of personal experience. Storytelling extends well beyond childhood and has an important place in the way we connect with messages as adults.

Telling a story can allow parents and stakeholders to connect with your school’s message and values in a meaningful way. According to Gabrielle Dolan, co-founder of the leading storytelling company in Australia and expert in business storytelling and thought leadership, delivering your business message in the form of a personal story, will help get your message across in an engaging way. A person has more chance of connecting with and remembering a story that relates to your school’s message, as opposed to simply being given a series of facts or data. This means storytelling is a powerful way to communicate with parents.

Here are 6 tips to ensure your storytelling formula can help convey your school’s value:

1. Identify one central message you intend to convey and think of a simple, personal experience that is relevant to this message. This could be an experience from your past or an event that allowed you to learn or gain something.

2. Use emotion, sensory information and a specific event to allow parents to visualise and connect with an idea.

3. Ensure you have a clear beginning, middle and end. Remember that your ending is critical as this will be your listener’s takeaway message.

4. Length is important! A good story does not to be longer than one to two minutes. The skill is in thinking carefully about your central message and only including the details relevant to conveying this.

5. Practise the delivery of your ending. There’s no need to be overly directive. Avoid phrases such as, “… so the moral of the story is …”. Allow the listener to make their own connection with your story.

6. Work with your own natural storytelling style. Be open and honest, as people relate to sincerity.

For further insight, listen to our interview with Gabrielle Dolan in our podcast: the power of storytelling or contact us for a complimentary consultation.

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This blog was written by Melinda Webster

As Account Manager at imageseven, Melinda is committed to the unique journey of every client to bring their ideas, hopes and value to fruition. Originally from Sydney, her newest passion is exploring the beauty of the West Coast.


Topics: Education, Inbound marketing, imageseven, Communication, School culture, Copywriting, Marcom, School marketing strategy, Content marketing, School marketing, Storytelling