Unlock Your School’s Unique Story
Stories have an extensive history. They’ve been part of human culture ever since the beginning of time. From oral traditions to cave paintings, humankind has always been drawn to a good story - it’s how we learn, how we connect with others, and how we leave behind a lasting legacy. The same idea applies to telling the story of your school.
In today's digital age, storytelling has evolved to encompass a variety of formats and channels, with social media being one of the most effective platforms for educational institutions to showcase their rich history, accomplishments, and the vibrant communities they nurture. Every school has a unique story worth shouting about, and at Interactive Schools it is our purpose to inspire you to tell yours.
What is Storytelling?
Storytelling is the act of sharing what goes on at your school on a day-to-day basis. It’s a way to amplify your brand and present your mission, vision and values. Through storytelling you prove how you live into these beliefs, rather than them being empty words listed on your website or pinned to your walls.
Sharing your story on both your website and social media channels - such as Facebook, Instagram, Twitter, and LinkedIn - provides an unparalleled opportunity to foster a sense of pride, unity, and belonging among all stakeholders.
Why Tell Your School’s Story?
The key purpose of storytelling is to reach your target audiences effectively. In today's fast-paced digital world, storytelling is more important than ever as a means of standing out and creating a lasting impression. Communities love stories - they’re how brands build personal associations with their audiences, leading to loyalty. This in turn increases engagement, creates relationships and (eventually) drives conversions.
Consider the fashion industry, for example: every company sells clothes, but they each tell a unique story through their collections and marketing. This is exactly why consumers may choose one brand over another. It’s about building an emotional connection with your customer base, and as a result generating loyalty.
Nike’s ‘Just Do It’ strapline forms part of a unique story with emotive imagery and consistent messaging across their website and ads. This presentation of their values and ethos creates a personal connection with customers.
Just as the retail industry has harnessed the power of storytelling to captivate and engage audiences, educational institutions too can benefit from sharing their unique stories on social media, crafting compelling narratives that resonate with students, parents, educators, and the wider community. All schools make the same promises to prospective families: they have experienced staff and offer a range of extracurricular opportunities with the aim to educate and nurture young people.
But all schools are not the same. Yes, they are all composed of similar elements - they all have buildings, students, staff and provide educational and pastoral care - but the people, the individuals in the community, make each school different.
“There is a unique group of students who learn at a school, passionate teachers who are dedicated to educating them, a fantastic community which is fostered, and unique traditions everyone engages in. This is what needs and deserves to be shared.”
- Interactive Schools Storytelling Team
By sharing genuine, authentic stories that highlight the unique offerings and experiences provided by the institution, schools can draw in those who are truly aligned with their mission. This approach mirrors luxury fashion brands that use authenticity in storytelling to attract customers who appreciate their distinct style and ethos.
Gucci is consistent with their brand narrative, telling stories on their website which align with their social media posts, creating a harmonious story across platforms.
People believing in what your school can deliver can even lead to advocacy, meaning they will help to tell your story for you.
Specific stakeholder groups benefit in a variety of different ways from storytelling:
Marketing offices can easily promote the school, providing candid lenses into daily life, attracting students, family and faculty who resonate with their vision and values.
Prospective families can see where their child will belong.
Prospective teachers are able to judge whether this is the right place for them.
Current parents enjoy seeing what their children are up to through regular updates.
Current teachers can celebrate their community, and the difference they make.
We call it storytelling, but what you should be doing is showing what’s going on at your school. As with any good story, the narrative should be consistent, reinforcing values you build your community on to support brand messaging. Above all, keep it authentic: share what goes on in your school straight from the scene of action - nothing has to be polished.
Ralph Lauren is a great example of a fashion brand telling their story on Twitter.
They’ve taken a snap in the moment and shared their brand’s relevance to the context of the event they’re attending.
“Embracing authenticity in storytelling on social media platforms is a powerful way for educational institutions to showcase their true identity, build meaningful connections, and attract the right fit of students and staff.”
- Interactive Schools Storytelling Team
Storytelling is an is an ancient art form that has been used to pass on knowledge, ideas, and cultural values from one generation to the next. Taking inspiration from the success of luxury fashion brands telling their stories, schools can harness the power of genuine narratives to promote their values and celebrate the vibrant communities they nurture, fostering a sense of pride and unity in the digital age.
By sharing your school's story, not only do you showcase what sets your school apart from others but also share the unique atmosphere of your community. Your story engages with your current stakeholders and connects with a wide audience of prospective stakeholders. Ultimately, storytelling is about creating an emotional association with your brand, leaving a memorable impression. So, whether it's through blogging, social media, or videos, start telling your unique story today to unlock your school’s powerful messaging.
What Now?
At Interactive Schools we’re #InspiringSchools to tell their story. Ensuring your school’s story is being shared effectively may require transforming your approach, but we’re here to help with that.
Please get in contact - we’d love to empower you to unlock the magic of your school, one story at a time.