The webinar focused on the importance of storytelling in integrated marketing communications, aiming to provide actionable insights for effective digital storytelling in higher education. Key topics included the essentials of storytelling, aligning it with brand values, and overcoming challenges to implement integrated marketing strategies. Presenters emphasized the need for collaboration across institutional departments and the significance of understanding audience values to foster meaningful connections through storytelling.

1. Storytelling and
Integrated Marketing
Communications
Webinar
NARRATIVE+BRAND+STRATEGY

2. Your Moderator Today:
Mallory
+ Director of Marketing and Sales
+ Executive Producer, Higher Ed Live
+ L.A. Transplant
@MalloryWillsea

3. Housekeeping:
A few starting details:
50-minute webinar + 10 minutes for questions and answers
Chat and ask questions through the Zoom Control Panel
Tweet during the webinar with #mStonerNow
Please fill out the post-webinar survey
Check your inbox early next week for the webinar recording and slide deck

4. Your Co-Presenter Today:
Pat
+ VP of Accounts at BVK
+ Brand Strategist
+ Son of the Midwest

5. Your Co-Presenter Today:
Voltaire
@vsantosmiran
+ Co-Founder of mStoner
+ Senior Web Strategist
+ Chicago Native

6. As We Get Started
Today’s Goal
To provide you with useful and actionable information and ideas so that
you can apply principles of great digital storytelling across your
communications channels.
To inspire you to dream big and empower you and to begin to tell your
story with clarity, consistency, confidence, and conviction.

7. Today’s
Topics
1. Three Incendiary Statements
2. Why Story?
3. What Makes a Story a Story?
4. Anchoring to Your Brand
5. Integrated Marketing
Communications
6. Baby Steps
7. Storytelling in Action
8. Lessons Learned
Agenda

8. An Opening Question
5: We are storytelling gods. The New York Times has nothing on us. Take that, “Snow Fall!”
4: We strategize our stories, coordinate content across channels, and measure results regularly.
3: We tell some great stories, but we could collaborate more and leverage them better.
2: All the happy profiles, Volt, all the profiles.
1: We say “we want to tell our story better,” but what we actually mean is “let’s talk about ourselves more and louder.”
How would you rank your
institution’s approach to
storytelling?

9. Three Incendiary Statements

10. Statement #1:
Most stories that institutions
currently tell aren’t really stories.

11. Statement #2:
Most branding platforms that
institutions implement aren’t
really brands.

12. Statement #3:
Most integrated marketing
communication plans that
institutions launch aren’t really
integrated.

13. Why Story?

14. “Story teaches us facts about the world;
influences our moral logic; and marks us with
fears, hopes, and anxieties that alter our
behavior, perhaps even our personalities.”
Jonathan Gottschall,
TheStorytellingAnimal:HowStoriesMakeUsHuman
‘‘

15. Solve
problems
Connect
Entertain
Teach Provide pattern
and order
Impart
traditionsAssimilate

16. “A compelling story with an emotional trigger
alters our brain chemistry, making us more
trusting, understanding, and open to ideas.”
Paul Zak, Neuroscientist
‘‘

17. Your Brain on Stories
Neural Coupling
Astoryactivatespartsinthe
brainthatallowsthelistenerto
translatethestoryintotheir
ownideasandexperience.
Mirroring
Listenersexperiencebrain
activitysimilartothe
storyteller.
Dopamine
Thebrainreleasesdopamineinto
thesystemwhenitexperiencesan
emotionallychargedevent,making
iteasiertorememberandwith
greateraccuracy.
Cortex Activity
Awell-toldstorycanengagemany
areasofthebrain,includingthe
motorcortex,sensorycortex,and
frontalcortex.

18. “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,
TheStoryteller’sSecret
‘‘

19. What Makes a Story
a Story?

20. ARISTOTLE ET. AL.
Exposition
Complication Climax
ResolutionCrisis

21. PIXAR
Once upon a
time …
One day … And because of
that …
Until
finally …
Because of
that …

22. Exposition
Once Upon A Time …
Setting:
Time and Place
1 2 3
Characters
and Backstory
Theme
and Plot

23. Complication
One day …
WANT
1 2 3
OBSTACLES CONFLICT+ =

24. Crisis
Because of that …
Progression
1 2 3
Good, Then Bad,
Rinse, Repeat
Tension

25. Climax
And because of that …
THE.
1 2 3
BIG. CRESCENDO.

26. Resolution
Until finally …
Realization or
Transformation
1 2 3
Conclusion Lesson

27. Once upon a time a young war veteran takes a job as a bond salesmen in New York and
rents a small house on Long Island Sound. One day, he’s invited to a lavish party
thrown by his next-door neighbor, a mysterious millionaire. Because of that, the
millionaire and he become friends. Because of that, he becomes entwined in the messy
relationships between his cousin and the millionaire, the cousin’s husband and his
mistress, and the cousin’s best friend. Until finally, multiple people die meaningless
deaths involving cars and guns and well-played misdirection and the war veteran flees
to the kinder, gentler Midwest.

28. !28

29. Once upon a time a man created a theme park inhabited by uncannily realistic android
hosts. The androids were programmed with the inability to harm humans, giving
guests the chance to indulge in their wildest and darkest fantasies without fear of
repercussion. One day, chaos ensues as a software update allows an android to access
memories that should have long been deleted. Because of that, she awakens to her true
nature and the nature of the park itself. Because of that, she undertakes a quest to
transform herself. Until finally, a bloody showdown of epic proportions occurs.

30. !30

31. Once upon a time there was a young woman in love with a young man. One
day, she found out that he was making a play for another girl at a local club.
Because of that, she decided to take reprisal while he was shooting pool and
drinking fancy cocktails. Because of that, she reduced most prized possession
— his truck — to a useless, immobile pile of leather, glass, and steel. Until
finally, her rage sated by the cathartic experience, she congratulated herself for
doing his next girlfriend a service, and she resolved to date higher-quality men.

32. !32

33. Summing Up
Great storytelling for education follows
the principles of great storytelling.
Period.

34. Values-Based Branding

35. Our Philosophy
The best stories to tell are the ones that
are anchored to your brand and focused
on your customer.

36. The State of Education: A Sea of Sameness
Rigorous Academics &
Experiential Learning
Professors Committed
to Your Personal Success
The Start of a Rewarding
and Long Career
Strong and Loyal
Network of Alumni
The Ideal Location and
Great Campus
Interdisciplinary
Approach to Learning
Fulfillment, Leadership,
Global Worldview
Friends That You’ll
Make For Life
No, Really. Really. Really.
REALLY.

37. “Over the years it has become clear that people
relate to brands, not to the various forms of
marketing or marketing communication.”
Don Schultz and Heidi Schultz, IMC — The Next Generation
‘‘

38. The Science of Decision-Making
Our values trigger our most
powerful emotions, because they
reflect fundamental choices of who
we are and who we want to be.
Value defined:
A value is a guiding principle that people use in their daily lives to reflect a person’s
sense of right and wrong or what “ought” to be.

39. The Science of Decision-Making
Choosing one core human value for your
brand to leverage in its positioning will
give your brand new clarity, focus and
meaning.

40. Abundance Authenticity Experience Nerve Simplicity Bliss
Acceptance Autonomy Expertise Noncomformity Sincerity Boldness
Accessibility Availability Exploration Non-violence Skill / Skillfulness Bravery
Accomplishment Awareness Expressiveness Nurture / Nurturing Solidarity Brilliance
Accountability Awe Extravagance Obedience Solitude Buoyancy Tradit
Accuracy Balance Extroversion Open-mindedness Sophistication Calm / Calmness
Achievement Beauty Exuberance Openness Soundness Camaraderie T
Acknowledgement Being the best Fairness Optimism Speed Candor
Action / Activeness Belief Faith Order Spirit Capability T
Adaptability Belonging Faithfulness Orderliness Spirituality Care
Admiration Benevolence Fame Organization Spontaneity Carefulness U
Adoration Effectiveness Family Originality Spunk Celebrity
Adroitness Efficiency Fascination Outdoors Stability Certainty
Advancement Elation Fashion Outlandishness Standardization Challenge C
Adventure Elegance Fearlessness Outrageousness Status Change Co
Affection Empathy Feelings Parenting Stealth Charity
Affluence Encouragement Ferocity Partnership Stillness Charm
Aggressiveness Endurance Fidelity Passion Straightforwardness Chastity
Agility Energy Fierceness Patience Strength Cheerfulness
• Core Human Values List
• List of 500+ values dates back to early 1950s
• Continues to grow, be refined
• Rooted in both academic and clinical research
from clinical psychologists, anthropologists,
social workers and social role theorists
• Not a single source list, but larger body of work
from motivational and psycho-social experts
How do we choose the
right value for positioning?

41. Leveraging the shared
value between brand
and audience
becomes the
foundation of a
meaningful, lasting
relationship.
Audience
Personal Values
Brand
Core Values
Shared
Values

42. This Process Requires
Both Art and Science
Left-Brain
Relies on research, is
analytical, linear and
strategic.
Right-Brain
Factors in experiences,
intuition, filters from an
emotive state of being,
allows for lateral
explorations and creative
expression.

43. IMC, Defined

44. A Working Definition
Integrated marketing is a customer-centric approach to creating a
unified and seamless experience for individuals to interact with an
institution. IMC attempts to meld all aspects of marketing
communication so they all work together as a unified force. It is a
process designed to ensure that all messaging and communications
strategies are consistent across all channels and are centered on
your audiences.

45. Tools at Our Disposal
Institutional
website
Social media
channels
Email
communications
Personal
interactions
Digital
advertising
Text
communications
Printed
materials
Public
relations activities
Traditional
advertising

46. Essentials for IMC in 2018
The focus has shifted from
the four Ps to a more
holistic experience and
interaction with the brand.
Brand,
Not Product
The rise of big data and
technology allows us to
communicate more
personally and directly
then ever before.
Individuals, Not
Market Segments
Analytics gives us great
visibility into the
effectiveness of our
communications.
Measurement
and Accountability
Web-based, social, and
digital communications
(emails, texts, etc.) should
lead the effort.
Technology &
Digital-First

47. Admissions
Advancement
Academics
Alumni
Athletics
THE HOUSES OF THE FIVE As

48. Barriers to Taking an IMC Approach
Different areas of
institutions function
independently, with little
conversation or
collaboration.
Strongholds & Silos
If an institution has not
gone through the process
of articulating its brand
and generating internal
buy-in, then different
areas won’t know how to
represent the institution.
Lack of Alignment
Institutions without the
proper systems to collect
data, analyze information,
and deploy
communications will be
hamstrung.
Lack of Systems
IMC at its best
incorporates high-tech
and high-touch
interactions across the
institution. It requires
marketing to “have a
seat at the table.” It
requires a new approach
to the budgeting
process.
Lack of Understanding

49. The Benefits of IMC
Better everything.
Better experience for your audiences. Stronger brand
perceptions. More brand trust and loyalty. More
efficient communications efforts. More return on
investment.

50. Our Philosophy:
Branding is storytelling. Storytelling is
branding. And IMC is the process through
which your stories reach your audiences.

51. SIX STEPS IN BUILDING YOUR BRAND IDEAL
Discover:
Your brand value.
Align:
Integrate actions from
inside out.
Unleash:
Transform brand through
deepened relationships.
Clarify:
Define your position.
Inspire:
Ignite excitement internally.
Engage:
Connect with all
audiences.

52. FIVE STEPS IN THE IMC PLANNING PROCESS
Identification
of customers and prospects.
Estimation
of return on customer
investment.
Post-Program
analysis and future planning.
Valuation
of customers and prospects.
Planning
of communication messages and
incentives.
“IMC - The Next Generation,” Schultz and Schultz

53. FIVE STEPS IN PRODUCING A DIGITAL STORY
Strategize:
What’s the story? Why are you
telling it? To whom? What will you
measure?
Promote:
The story begins its life
when you go live.
Assess:
What worked? What didn’t?
What risks paid off? Where to, next?
Produce:
Create the story assets: written
narrative, photos, videos, and
other assets for all channels.
Publish:
Go live.

54. PUTTING IT ALL TOGETHER
Brand Process IMC Planning
Process
Six months Six months
Story
Strategy
Analysis &
Future Planning
Story
Identification
Story
Production
Story
Go-Live

55. Baby Steps

56. WRITER DESIGNER PHOTOGRAPHER DEVELOPER SOCIAL MEDIA
MANAGER
ANALYTICS
SPECIALIST
MARKETING
STRATEGIST
EDITOR
A Core Story Team

57. Conceptual Planning
1. Why is this story important for us?
2. Who am I producing this story for?
3. What do I want them to understand or
learn?
4. How am I putting my reader at the heart
of the story?
5. What part of the user experience or
journey am I supporting?
6. What do I want my audience(s) to do?
7. What’s the narrative arc of my story?
8. What’s the conflict or tension of the
story?
9. How will I measure the success of the
story?
10. What opportunities for experimentation
or calculated risks am I taking
advantage of?
11. How can I bring this story to life with the
resources that I have access to?
Inspired by Ann Handley’s “Everybody Writes: Your Go-To Guide to
Creating Ridiculously Good Content”

58. Storytelling in Action

59. Once upon a time there was a company that opened its doors on
Black Friday like every other retailer. One day they decided the
idea of being indoors that day was soul crushing. So it decided to
opt outside. And decided to invite the world to join. The word
spread. The call resonated. Until finally, on Black Friday, a new
movement was born.

63. !63

64. • 6.7 billion media impressions
• 1.2 billion social impressions
• More than 1.4 million people
spent the day outdoors
• 150 additional companies joined
REI to close their doors on
Black Friday
• Hundreds of state parks opened
up for free
• 90 percent increase in retail
applications in the fourth
quarter
• 9.3 percent increase in revenue
• 7 percent increase in
comparable store sales
• 23 percent uptick in digital sales
Results from 2015

65. Once upon a time there was an archeologist at Bowdoin. One day, she realized that her
life’s work was in danger of being lost forever very soon to the sea, a casualty of climate
change. Because of that, she sought college support and national funding for an
expedition to excavate and gather as much as possible. Because of that, she traveled to
Greenland, an inhospitable and isolated land, in this race against time to save what she
could from destruction. Until finally she returned to Bowdoin with a trove of artifacts
and information that could finally unlock the mystery of two lost civilizations.

67. Raise awareness of Bowdoin's teaching and
study of the environment.
Raise awareness of Bowdoin's research and
faculty expertise in the arctic.
Raise awareness of the impact of climate
change.
Highlight opportunities for student
engagement in faculty research.
Goals
3,000 page views
70% scroll to half, 50% scroll to end
Site engagement as measured by at least 3 min/
avg duration on site
Pick-ups/mentions by five other (non-
Bowdoin) orgs/media outlets (print or digital)
Measurement

68. • 6.7 billion media impressions
• 1.2 billion social impressions
• More than 1.4 million people
spent the day outdoors
• 150 additional companies joined
REI to close their doors on
Black Friday
• Hundreds of state parks opened
up for free
• 90 percent increase in retail
applications in the fourth
quarter
• 9.3 percent increase in revenue
• 7 percent increase in
comparable store sales
• 23 percent uptick in digital sales
Results

72. • Alumni engagement increased
34 percent after the first year
that MSU launched the Spartan
Snapshots stories on the
Spartans Will page.
Results

73. Lessons Learned

74. Lesson 1:
Your institution is not the hero of your
story.

76. Lesson 2:
No conflict? No story.

77. Name
Hometown
Major and Graduation Year
Extracurricular Activities
Sports
Career Goals
Favorite Places on Campus
Profile
I came here to play baseball and study pre-
med. I love sports, and I’ve wanted to be a
surgeon my entire life.
Then I took my first pre-med course and
realized that I couldn’t stand the sight of
blood. I fainted.
Here’s how my professor helped me through
the process of giving my dream a fighting
chance. And how I found a new path when my
initial dream died.
Story
77

78. Lesson 3:
Story first. Department second.

79. “The best stories in higher education are the
ones we learn to tell together.”
Voltaire Santos Miran
Co-FounderandCo-Owner
‘‘

80. What’s Next?

81. Resources
Resources
Download Webinars
Learn More and Register
Save $100 with code “SummerSeries”
Brainstorm with Mallory
BVK + mStoner’s Summer Series Digital Storytelling for Higher Ed Explore
Take the webinar survey

82. Questions?

83. Thank You!
MALLORY WILLSEA
(802) 457-9234
mallory.willsea@mstoner.com
PAT MCGOVERN
(414) 247-3857
pat.mcgovern@bvk.com
VOLTAIRE SANTOS MIRAN
312.420.6778
voltaire.miran@mstoner.com