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school marketing news

How to use storytelling to engage your school community

Posted by Laura Sheahan

How to use storytelling to engage your school communityMapping your prospective parent’s journey is all about understanding their needs and delivering the content they’re after to ensure their experience with your school is a positive one, establishing an assured relationship from the very beginning. 

Click here to learn more about delivering the right content at the right stage of the buyer's journey.

So what should you be doing differently? Simply tell the story of your school across a range of mediums to engage your school community. Why you ask? Stories have a profound effect on people, and if told well, prospective parents will live in the story your school tells, relate to it, listen to it, and even see themselves in it.

There are so many stories you can tell about your school; here are some examples:

  1. Tell the story of your Principal: The Principal of your school is very improtant to prospective and current parents. Tell their story, when they joined, how many years they have been Principal and their passion for the school.

  2. Tell stories about the school’s alumni: How the school impacted their lives and where they are today.

  3. Student stories: Your school could focus on four or five students who tell their stories across different areas of the website. One student could be a debater, another into sports, a prefect, and so on.

  4. Stories about your school’s offering: This is a great opportunity to highlight different courses or excursions offered at the school and how the students enjoy and benefit from them.

  5. Stories about your faculty: Have a section on your website dedicated to your teachers, introduce each of them and outline the impact they make in the classroom.

  6. Blogging: This is a great way to drive traffic to your website. Why not blog about a school trip or excursion that happen at the school? These stories could even be from a student perspective. Weekly blogs from the Principal or Headmaster on topics like leadership are also good to position him/her as a thought leader in their area.

  7. Social media: You never know who is looking at your school online. Many schools we work with are often astounded at the number of prospective parents who looked at the school’s Facebook page, liked what they saw and rang the school to take the tour, later enrolling their child at the school. This proves the influence of social media on a parent’s decision. Use social media to engage with your audience, share photos and tell the school’s story in different ways.

  8. Parent stories: Get your parent community involved in telling your school’s story. If there is a parent group event, highlight it on Facebook. Praise the hard work of all involved and encourage your followers to support them by clicking ’like’.

  9. Videos: Short, snappy videos can be used throughout your website from different people’s prospective. For example, what do current parents like about your school? Ask some of your parents why they selected your school for their child. How did your school prepare members of your alumni for University and life?

  10. Photographs: Sharing a photo of the day is always a nice way to communicate with your audience because a visual is quick and easy for your school community to relate to.

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This blog was written by Laura Sheahan

In her role as Strategic Communications Director at imageseven, Laura manages and develops the company’s European business, drives imageseven’s corporate marcoms, and continues to work with many of her clients in Australia from the Emerald Isle. Outside the office, Laura can be found with friends, on a green perfecting her golf swing or tennis serve, trying out Cork’s trending eateries, or checking out the high street.


Topics: Education, Inbound marketing, imageseven, Communication, Marcom, School website, School marketing strategy, Content marketing, School marketing, School