India, April 2014. Stories bring brands to life, giving them a perspective and personality. The best marketing strategy for your school would be to tell stories about it. Word of mouth is a powerful marketing tool and a good story definitely inspires this method. So storytelling is essential.
Storytelling is a means for sharing and interpreting experiences. Stories are universal in that they can bridge cultural, linguistic, and age-related divides. Storytelling can be adaptive for all ages leaving out notion of age segregation. Storytelling can be used as a method to convey ethics, values, and cultural norms and differences. Learning is most effective when it takes place in social environments that provide authentic social cues about how knowledge is to be applied. Stories provide a tool to transfer knowledge in a social context.
Storytelling isn't a new concept, but with the explosive growth of social media and content marketing, the opportunities to tell stories as part of direct and indirect brand marketing initiatives have become a strategic priority.
We all love to listen to stories and we can all relate to any story in some way or the other. In fact each one of our lives is a story. So there's no better method of engaging people and making them notice your school than telling a story. We all have numerous stories from our lives that we would love to share. Similarly schools have stories about how it began, what was the idea behind starting it, how it reached this far, how it makes a difference to students' lives, etc. Every aspect has a story. There are other stories too like the life story of your famous alumni, the story about an existing student or about their parents, etc.
The problem is not that you lack in stories. The problem lies in the fact that you don't have a proper method to tell the story. So there is a basic requirement of a method to collect and effectively distribute your story. But where are these stories told? Stories create conversation between brands and consumers through websites, e-newsletters, blogs, brochures, magazines, and social media channels like Facebook and Twitter. These vehicles give brands a voice and become a storytelling platform where conversation happens and relationships are nourished.
Most school's websites have this problem - they all look the same, are very mundane and they lack completely in stories. A story could easily brighten up these websites. Tell stories on your website and make it look engaging with pictures, video clips and blogs. Then every school's website would look unique. After having written your stories, use the social media platform like Facebook to distribute them. This will drive traffic to your website.
Thus your school's marketing effort will be different when it is focused on telling stories.