The Role of Storytelling in Community and Economic Development Jolene Schalper, Senior Vice President Business Development, Great Falls Development Authority, Great Falls, MT

1. The Role of
Story Telling in
Community and
Economic
Development
Jolene Schalper
Great Falls Development Alliance

2. But WHY?

4. According to famed cognitive psychologist Jerome
Bruner, the human mind is about 22 times more
likely to remember facts if those facts are part of
a story.
Stanford University professor Chip Heath asked students to
give one-minute speeches on non-violent crime. Most
students presented data – about 2.5 statistics per speech.
Only one student in 10 told a story. When Heath polled the
students 10 minutes later, 63% remembered the stories,
while only 5% could remember a single statistic.
The London School of Business reached a similar
conclusion. Researchers there found that people
retain only 5% to 10% of information if it consists
of statistics alone. But, when they hear a story,
they remember 65% to 70%.
92% of consumers read online reviews and
testimonials when considering a purchase. Vendasta
Consumers search for testimonials.
Marketers Swear by testimonials.
Testimonials increase trust.
Testimonial videos are preferred.

5. • Elements of Good Story
• Creating a Quick Pitch
• Creating a Story Brand
• Where are You Telling
Your Story?
• Creating a Culture of
Story Telling

6. Elements of a GREAT story
Clarity – make it EASY
• What do you offer?
• How will it make my life better?
• What do I need to do to get it?
Connection
• The audience is with you.
• They TRUST you
Concise

7. Framework
Straight forward framework.
• Products
• Services
• Non-profits
• For profits
Getting the right message to the
right people at the right time.

9. Applying the Framework to
Creating a Quick (Elevator) Pitch
The Character: Who is your target audience? What do they want?
The Problem: What challenges is your audience facing?
The Plan: Hint at how you help them overcome the challenge they face.
The Success: Paint a picture of what can life be like if they work with you.

10. Example
The Character: Parents
The Problem: Busy schedules
The Plan: Short meaningful workouts
The Success: Health and renewed energy
We provide busy parents with short,
meaningful workouts they can use to
stay healthy and have renewed energy.

11. Example
The Character: would be entrepreneurs
The Problem: don’t know where to start and many fail
The Plan: tools and resources to help them build their business
The Success: entrepreneurs start and thrive
We help people start thriving businesses in
North Central Montana.

12. Your Turn
The Character
The Problem
The Plan
The Success
The Elevator Pitch
• Use the prompts below to create an elevator pitch.
• Write your :30 second elevator pitch – max a couple of sentences.
• Everyone go around the table. Make suggestions for each other what’s the first
question that pops into your head? Based on the pitch do you know the answers to
the prompts.
• Now revise your pitches.
• Re-read to table – table votes on your fav. to share with the group.

13. Creating a Story Brand
Desired Results
What’s your goal?
Audience
Who helps you achieve this
goal?
Plan
Call to action. What do you
want from them?
Channel
How do you reach them?

14. Let’s Start with the Basics
Donald Miller, Building a Story Brand

16. Audience –
single
focus
Character
Stopping them
from achieving
Problem
Experience
can lead to
solution
The Guide
Creates
clarity
The Plan
Call to
action/the
ask
Failure
Succes
s
What story are you going to tell?

17. Where do you tell your
story?
• Elevator Pitch
• Complete Brand Package
• Ads
• Videos
• Collateral
• Website

20. Creating a Culture of Story Telling
It’s not about us, it’s about the customer
Your team needs to ask the question. Will you give us a testimonial so we
can help more people? Here are some ideas for a framework for you:
1. What was the problem you were having before you discovered us?
2. What did the frustration feel like as you tried to solve the problem without help?
3. What was different about working with us?
4. Take us to the moment when you realized our product was working to solve
your problem.
5. Tell us what life looks like now that your problem is solved or being solved.

21. Thank you! I look forward to hearing
your story.
Jolene Schalper
406.750.4481
JSchalper@GrowGreatFalls.org