Download this webinar for free: http://mstnr.me/2bmauto
What stories resonate with prospective students and their influencers? Using an undergraduate admissions experience map as our guide, we’ll review three examples of stories targeted specifically toward different stages in the admissions process.
What You Will Learn
• Stages in the admissions process, from exploration to transition.
• Effective elements in stories designed to recruit right-fit students for your institution.
• Ways to integrate best practices in inbound marketing to extend the reach and effectiveness of your storytelling efforts.
2. • 45 minute webinar + 15 minutes for questions and answers
• Ask questions through the Zoom Control Panel
• Tweet during the webinar with #mStonerNow
• Please fill out the post-webinar evaluation
• Check your inbox next week for the webinar recording and slide deck
The Plan
4. 1. Do you create student profiles?
2. Do you have student-driven blogs?
3. Do you use social media for admissions-related campaigns?
4. Do you produce videos?
5. Do you get high-resolution photos for your stories?
A Poll:
5. Do you wonder whether you’re as
effective as you could be in all of the
work that you’re doing?
A Niggling Question:
6. “We generate a lot of activity,
but we lack a guiding strategy
in our work.”
- Client Names Withheld -
7. To give you a new tool to frame and
evaluate your storytelling for
admissions.
My Goal:
10. Inbound marketing is promoting a company through
blogs, podcasts, video, newsletters, whitepapers, SEO,
social media marketing, and other forms of content
marketing which serve to attract customers through
the different stages of the “purchase funnel.”
A Definition:
11. Inbound marketing is the act of engaging, educating,
and inspiring prospective students and their
influencers through blogs, podcasts, video,
newsletters, websites, SEO, social media campaign,
and other forms of content throughout the stages of
their journey.”
A Definition (refined):
12. In order to serve your audiences,
you need to understand them in a
meaningful way.
The Assertion:
13. “Empathy is about understanding … what’s
going on in a person’s head and heart …
and acknowledging her reasoning and
emotions as valid, even when they differ
from your own.”
Indi Young, Practical Empathy
14. UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like at each place I’m considering?
• When should I visit campus?
• How many places should I apply to?
• What’s the right balance of size, cost, location?
• Where will I get research experience? Study abroad?
• What are my short list of options?
• Who would I be working / studying with?
• How will I prepare for my interviews?
• What are the dorms and dining halls like?
• What were my experiences with current students, faculty, and
counselors like? Will I fit in?
• What will I do outside of class?
• If I get into multiple places and get similar offers, how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
• What am I not thinking about or forgetting?
• Excitement: This is the next big step in my life!
• Empowerment: I ‘ll finally have control over my learning.
• Confusion:Somanyinstitutionstochoosefrom!
• Anticipation: This will be difficult, and may be fun.
• Fear: I have no idea what I want to do, and I’m scared to make the
wrong choice of school and major.
• Apprehension: I need to make sure I get my applications in on time.
And I don’t like interviews.
• Hopefulness: I’ve found some places that feel right, and I’m closing
in on a choice
• Annoyance. All. The. Paper.
• Anxiety: I can’t stand the waiting.
• Thrill: I got in! This is my dream!
• Need for validation: Where are my friends going?
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Frustration: Financial aid is so complicated!
• Relief: I’ve made it through this intense process and am ready for the
next step.
• Ambivalence: There are big life changes ahead, and I’m feeling both
good and bad about those changes.
• Impatience: Now that I’ve made my decision, I really want to start.
• Giddiness: This is actually happening!
Make deposit
Register for
classes
investigate
housing options
Move in
Get in touch
with incoming
classmates
• Recently accepted students sites
• Student life sites
• Orientation packets
• Official and personal social
media accounts
• Parents, family, friends
• High School counselors
• Admissions counselors
• Admitted students days
• Return visits to campus• Personal experience from the
campus tour
• Impressions from virtual tours
• Emails and other
communications from
admissions counselors
• Academic department pages
• Faculty biography pages
• College/university websites
• Print materials
• Third-party sites
• Google
• High School counselors
• Parents, family and friends
• Alumni
• Official and personal social
media accounts
• U.S. News and World Report
• College fairs
Complete
applications
Talk to professors,
admissions counselors,
and alumni
Review research and
experiential learning
opportunities
Visit campus
Review financial aid
and scholarship
possibilities
Visit .edu sites
Review rankings
Search the web
Investigate jobs and pay
ranges possible with specific
degrees
Talk to peers, family,
and influencers
Engage in social
Sort the mail
Interview alumni
Compare of pros and cons
of each option in detail
Accept an
offer for admission
Re-Engage in social
Decide if now is
the right time
for college
Await financial aid
award
Await acceptance
letters
STAGES
THOUGHTS
FEELINGS
ACTIONS
TRUSTED
SOURCES
16. When you understand the journey,
you can create stories to support
that journey.
The Corollary:
17. Storytelling is the act of framing
an idea as a narrative to inform,
illuminate, and inspire.”
The Storyteller’s Secret
18. UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like at each place I’m considering?
• When should I visit campus?
• How many places should I apply to?
• What’s the right balance of size, cost, location?
• Where will I get research experience? Study abroad?
• What are my short list of options?
• Who would I be working / studying with?
• How will I prepare for my interviews?
• What are the dorms and dining halls like?
• What were my experiences with current students, faculty, and
counselors like? Will I fit in?
• What will I do outside of class?
• If I get into multiple places and get similar offers, how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
• What am I not thinking about forgetting?
• Excitement: This is the next big step in my life!
• Empowerment: I ‘ll finally have control over my learning.
• Confusion:Somanyinstitutionstochoosefrom!
• Anticipation: This will be difficult, and may be fun.
• Fear: I have no idea what I want to do, and I’m scared to make the
wrong choice of school and major.
• Apprehension: I need to make sure I get my applications in on time.
And I don’t like interviews.
• Hopefulness: I’ve found some places that feel right, and I’m closing
in on a choice
• Annoyance. All. The. Paper.
• Anxiety: I can’t stand the waiting.
• Thrill: I got in! This is my dream!
• Need for validation: Where are my friends going?
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Frustration: Financial aid is so complicated!
• Relief: I’ve made it through this intense process and am ready for the
next step.
• Ambivalence: There are big life changes ahead, and I’m feeling both
good and bad about those changes.
• Impatience: Now that I’ve made my decision, I really want to start.
• Giddiness: This is actually happening!
Make deposit
Register for
classes
investigate
housing options
Move in
Get in touch
with incoming
classmates
• Recently accepted students sites
• Student life sites
• Orientation packets
• Official and personal social
media accounts
• Parents, family, friends
• High School counselors
• Admissions counselors
• Admitted students days
• Return visits to campus• Personal experience from the
campus tour
• Impressions from virtual tours
• Emails and other
communications from
admissions counselors
• Academic department pages
• Faculty biography pages
• College/university websites
• Print materials
• Third-party sites
• Google
• High School counselors
• Parents, family and friends
• Alumni
• Official and personal social
media accounts
• U.S. News and World Report
• College fairs
Complete
applications
Talk to professors,
admissions counselors,
and alumni
Review research and
experiential learning
opportunities
Visit campus
Review financial aid
and scholarship
possibilities
Visit .edu sites
Review rankings
Search the web
Investigate jobs and pay
ranges possible with specific
degrees
Talk to peers, family,
and influencers
Engage in social
Sort the mail
Interview alumni
Compare of pros and cons
of each option in detail
Accept an
offer for admission
Re-Engage in social
Decide if now is
the right time
for college
Await financial aid
award
Await acceptance
letters
STAGES
THOUGHTS
FEELINGS
ACTIONS
TRUSTED
SOURCES
19. • Create a wonderful user
experience across all channels
(print, web, social).
• Demystify the process,
especially for first-generation
college students
• Address misperceptions
• Establish your brand
• Communicate community
• Build a case for value and
affordability
• Promote programs , experiential
learning opportunities, and
study abroad possibilities
• Ease anxiety during the waiting
process
• Reaffirm reasons to choose your
college
• Strengthen connections with
counselors and faculty
• Ease the tactical process by
providing clear information,
checklists, dates and deadlines
• Ease the emotional process by
helping people make
connections and imagine
themselves as heroes in their
own story
• Facilitate connections
• Orient students to their new
world
OPPORTUNITIES
UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like at each place I’m considering?
• When should I visit campus?
• How many places should I apply to?
• What’s the right balance of size, cost, location?
• Where will I get research experience? Study abroad?
• What are my short list of options?
• Who would I be working / studying with?
• How will I prepare for my interviews?
• What are the dorms and dining halls like?
• What were my experiences with current students, faculty, and
counselors like? Will I fit in?
• What will I do outside of class?
• If I get into multiple places and get similar offers, how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
• What am I not thinking about forgetting?
• Excitement: This is the next big step in my life!
• Empowerment: I ‘ll finally have control over my learning.
• Confusion:Somanyinstitutionstochoosefrom!
• Anticipation: This will be difficult, and may be fun.
• Fear: I have no idea what I want to do, and I’m scared to make the
wrong choice of school and major.
• Apprehension: I need to make sure I get my applications in on time.
And I don’t like interviews.
• Hopefulness: I’ve found some places that feel right, and I’m closing
in on a choice
• Annoyance. All. The. Paper.
• Anxiety: I can’t stand the waiting.
• Thrill: I got in! This is my dream!
• Need for validation: Where are my friends going?
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Frustration: Financial aid is so complicated!
• Relief: I’ve made it through this intense process and am ready for the
next step.
• Ambivalence: There are big life changes ahead, and I’m feeling both
good and bad about those changes.
• Impatience: Now that I’ve made my decision, I really want to start.
• Giddiness: This is actually happening!
Make deposit
Register for
classes
investigate
housing options
Move in
Get in touch
with incoming
classmates
• Recently accepted students sites
• Student life sites
• Orientation packets
• Official and personal social
media accounts
• Parents, family, friends
• High School counselors
• Admissions counselors
• Admitted students days
• Return visits to campus• Personal experience from the
campus tour
• Impressions from virtual tours
• Emails and other
communications from
admissions counselors
• Academic department pages
• Faculty biography pages
• College/university websites
• Print materials
• Third-party sites
• Google
• High School counselors
• Parents, family and friends
• Alumni
• Official and personal social
media accounts
• U.S. News and World Report
• College fairs
Complete
applications
Talk to professors,
admissions counselors,
and alumni
Review research and
experiential learning
opportunities
Visit campus
Review financial aid
and scholarship
possibilities
Visit .edu sites
Review rankings
Search the web
Investigate jobs and pay
ranges possible with specific
degrees
Talk to peers, family,
and influencers
Engage in social
Sort the mail
Interview alumni
Compare of pros and cons
of each option in detail
Accept an
offer for admission
Re-Engage in social
Decide if now is
the right time
for college
Await financial aid
award
Await acceptance
letters
STAGES
THOUGHTS
FEELINGS
ACTIONS
TRUSTED
SOURCES
21. Great storytelling for admissions
follows the principles of great
storytelling. Period.
The Practice:
22. “A thought triggers the same
regions of the brain that would be
activated if you were actually
experiencing the event in real life.”
Carmine Gallo, The Storyteller’s Secret
23. “A compelling story with an
emotional trigger alters our brain
chemistry, making us more trusting,
understanding, and open to ideas.”
Paul Zak, Neuroscientist
25. 25
Popular Plots
1. Overcoming the Monster
2. Rags to Riches
3. The Quest
4. Voyage and Return
5. Comedy
6. Tragedy (#holdthedoor)
7. Rebirth
Credit: Christopher Booker,
The Seven Basic Plots (http://bit.ly/sevenbasicplots)
48. Conceptual
Planning
InspiredbyAnnHandley’s“EverybodyWrites:YourGo-To
GuidetoCreatingRidiculouslyGoodContent”
1. Who am I writing for?
2. What do I want them to understand or
learn?
3. What’s the narrative arc of my story?
4. What part of the experience or journey
am I supporting?
5. What thoughts, feelings, and actions
am I addressing?
6. What opportunities am I taking
advantage of?
7. What actions am I inspiring?
8. What channels am I going to use to
share this story?
49. UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like at each place I’m considering?
• When should I visit campus?
• How many places should I apply to?
• What’s the right balance of size, cost, location?
• Where will I get research experience? Study abroad?
• What are my short list of options?
• Who would I be working / studying with?
• How will I prepare for my interviews?
• What are the dorms and dining halls like?
• What were my experiences with current students, faculty, and
counselors like? Will I fit in?
• What will I do outside of class?
• If I get into multiple places and get similar offers, how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
• What am I not thinking about forgetting?
• Excitement: This is the next big step in my life!
• Empowerment: I ‘ll finally have control over my learning.
• Confusion:Somanyinstitutionstochoosefrom!
• Anticipation: This will be difficult, and may be fun.
• Fear: I have no idea what I want to do, and I’m scared to make the
wrong choice of school and major.
• Apprehension: I need to make sure I get my applications in on time.
And I don’t like interviews.
• Hopefulness: I’ve found some places that feel right, and I’m closing
in on a choice
• Annoyance. All. The. Paper.
• Anxiety: I can’t stand the waiting.
• Thrill: I got in! This is my dream!
• Need for validation: Where are my friends going?
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Frustration: Financial aid is so complicated!
• Relief: I’ve made it through this intense process and am ready for the
next step.
• Ambivalence: There are big life changes ahead, and I’m feeling both
good and bad about those changes.
• Impatience: Now that I’ve made my decision, I really want to start.
• Giddiness: This is actually happening!
Make deposit
Register for
classes
investigate
housing options
Move in
Get in touch
with incoming
classmates
• Recently accepted students sites
• Student life sites
• Orientation packets
• Official and personal social
media accounts
• Parents, family, friends
• High School counselors
• Admissions counselors
• Admitted students days
• Return visits to campus• Personal experience from the
campus tour
• Impressions from virtual tours
• Emails and other
communications from
admissions counselors
• Academic department pages
• Faculty biography pages
• College/university websites
• Print materials
• Third-party sites
• Google
• High School counselors
• Parents, family and friends
• Alumni
• Official and personal social
media accounts
• U.S. News and World Report
• College fairs
Complete
applications
Talk to professors,
admissions counselors,
and alumni
Review research and
experiential learning
opportunities
Visit campus
Review financial aid
and scholarship
possibilities
Visit .edu sites
Review rankings
Search the web
Investigate jobs and pay
ranges possible with specific
degrees
Talk to peers, family,
and influencers
Engage in social
Sort the mail
Interview alumni
Compare of pros and cons
of each option in detail
Accept an
offer for admission
Re-Engage in social
Decide if now is
the right time
for college
Await financial aid
award
Await acceptance
letters
STAGES
THOUGHTS
FEELINGS
ACTIONS
TRUSTED
SOURCES
• Create a wonderful user
experience across all channels
(print, web, social).
• Demystify the process,
especially for first-generation
college students
• Address misperceptions
• Establish your brand
• Communicate community
• Build a case for value and
affordability
• Promote programs , experiential
learning opportunities, and
study abroad possibilities
• Ease anxiety during the waiting
process
• Reaffirm reasons to choose your
college
• Strengthen connections with
counselors and faculty
• Ease the tactical process by
providing clear information,
checklists, dates and deadlines
• Ease the emotional process by
helping people make
connections and imagine
themselves as heroes in their
own story
• Facilitate connections
• Orient students to their new
world
OPPORTUNITIES
50. UNDERSTAND & EXPLORE NARROW CHOICES & APPLY DECIDE & ACCEPT COMMIT & TRANSITION
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like at each place I’m considering?
• When should I visit campus?
• How many places should I apply to?
• What’s the right balance of size, cost, location?
• Where will I get research experience? Study abroad?
• What are my short list of options?
• Who would I be working / studying with?
• How will I prepare for my interviews?
• What are the dorms and dining halls like?
• What were my experiences with current students, faculty, and
counselors like? Will I fit in?
• What will I do outside of class?
• If I get into multiple places and get similar offers, how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
• What am I not thinking about forgetting?
• Excitement: This is the next big step in my life!
• Empowerment: I ‘ll finally have control over my learning.
• Confusion:Somanyinstitutionstochoosefrom!
• Anticipation: This will be difficult, and may be fun.
• Fear: I have no idea what I want to do, and I’m scared to make the
wrong choice of school and major.
• Apprehension: I need to make sure I get my applications in on time.
And I don’t like interviews.
• Hopefulness: I’ve found some places that feel right, and I’m closing
in on a choice
• Annoyance. All. The. Paper.
• Anxiety: I can’t stand the waiting.
• Thrill: I got in! This is my dream!
• Need for validation: Where are my friends going?
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Frustration: Financial aid is so complicated!
• Relief: I’ve made it through this intense process and am ready for the
next step.
• Ambivalence: There are big life changes ahead, and I’m feeling both
good and bad about those changes.
• Impatience: Now that I’ve made my decision, I really want to start.
• Giddiness: This is actually happening!
Make deposit
Register for
classes
investigate
housing options
Move in
Get in touch
with incoming
classmates
• Recently accepted students sites
• Student life sites
• Orientation packets
• Official and personal social
media accounts
• Parents, family, friends
• High School counselors
• Admissions counselors
• Admitted students days
• Return visits to campus• Personal experience from the
campus tour
• Impressions from virtual tours
• Emails and other
communications from
admissions counselors
• Academic department pages
• Faculty biography pages
• College/university websites
• Print materials
• Third-party sites
• Google
• High School counselors
• Parents, family and friends
• Alumni
• Official and personal social
media accounts
• U.S. News and World Report
• College fairs
Complete
applications
Talk to professors,
admissions counselors,
and alumni
Review research and
experiential learning
opportunities
Visit campus
Review financial aid
and scholarship
possibilities
Visit .edu sites
Review rankings
Search the web
Investigate jobs and pay
ranges possible with specific
degrees
Talk to peers, family,
and influencers
Engage in social
Sort the mail
Interview alumni
Compare of pros and cons
of each option in detail
Accept an
offer for admission
Re-Engage in social
Decide if now is
the right time
for college
Await financial aid
award
Await acceptance
letters
STAGES
THOUGHTS
FEELINGS
ACTIONS
TRUSTED
SOURCES
• Create a wonderful user
experience across all channels
(print, web, social).
• Demystify the process,
especially for first-generation
college students
• Address misperceptions
• Establish your brand
• Communicate community
• Build a case for value and
affordability
• Promote programs , experiential
learning opportunities, and
study abroad possibilities
• Ease anxiety during the waiting
process
• Reaffirm reasons to choose your
college
• Strengthen connections with
counselors and faculty
• Ease the tactical process by
providing clear information,
checklists, dates and deadlines
• Ease the emotional process by
helping people make
connections and imagine
themselves as heroes in their
own story
• Facilitate connections
• Orient students to their new
world
OPPORTUNITIES
STORTTELLING
PRINCIPLES
• Go deeper. Every college changes lives, most professors care,
the luckier students find lifelong friends, and all schools offer
access to an international network of alumni. Get specific — the
story is in the details.
• Find the conflict. Without the conflict, there is no story. • Remember that timing is everything. Align the themes and
plots of your story to the stage of your audience’s journey.
• Don’t focus on original, focus on true. We’re wired for
patterns, and we look for inspiration.
53. Our Storytelling Series Team
Ben Bilow
SeniorCreativeDirector
ben.bilow@mstoner.com
Abby McLean
Visual/UXDesigner
abby.mclean@mstoner.com
Mike Schulz
Visual/UXDesigner
mike.schulz@mstoner.com
Soni Oliver
Visual/UXDesigner
soni.oliver@mstoner.com
Ben Conley
Visual/UXDesigner
ben.conley@mstoner.com
Greg Zguta
SeniorConsultant
greg.zguta@mstoner.com