The document outlines a strategic storytelling framework focused on understanding the audience, sourcing relevant stories, and measuring success. It emphasizes the importance of engaging with stakeholders and using tools like heatmapping and eyetracking to refine content. Additionally, it provides guidance on content format, channel selection, and the overall production workflow to optimize storytelling impact.

3. The Story Board

4. Stories.
We Need

5. Stories
Should We Tell?
What

6. Start?
Where Do We
Or With Whom ?

7. Listen
Empathize
Execute
Repeat

11. Strategic Storytelling: Listen, Empathize, Execute, Repeat
Brittney Dunkins
Stakeholder Discovery Worksheet Template
Priorities
Content
Goals
Audience
Production
Cycle
Additional
Notes

13. OUR AUDIENCE
Who Are They? Why Should
They Trust Us?
What Do
They Want?

14. 01
02
03
Heatmapping &
Interaction
Eyetracking
People, Places & Events

15. Heatmapping & Interaction
Have existing stories? Tools such as
HotJar and CrazyEgg offer a snapshot
of how people interact with your
stories.

16. Work the beat. Not sure if your
stakeholders have a sense of how to
connect? Immerse yourself in your
community.
People, Places & Events

17. Eyetracking research firms like
iResearch offer focus groups with
small audiences to show how users
view your stories, which can help
you build better content.
Eyetracking

19. Topics
&
Tone
Channels
&
Audience
Metrics
&
Success

20. Topics & Tone
What types of stories work for you?
Do you have an audience of insiders or
novices?
How do you speak to your audience?

21. Where do you tell stories?
How does the channel dictate format?
How does the audience change by
channel?
Channels & Audience

22. Metics & Success
How do you measure great?
What is the function of your stories?
Are you prompting an exchange?
What is our baseline?

23. Then Come Back to Who
You Are
MISSION
VISION
VALUES

36. Strategic Storytelling: Listen, Empathize, Execute, Repeat
Brittney Dunkins
Story Framework Worksheet
Goal
| Goal Statement
| Values | Content Area
|Story |Story |Story

39. 01
02
03
Align content areas with
audience, allies and
stakeholders.
Contextualize your
strategy around their
priorities.
Establish sourcing guidelines.

41. Priorities
Ideas
Selection
Tracking

42. How will you collect
ideas and from whom?
Ideas

43. Priorities
What will be the criteria
for prioritizing what and
when stories are told ?

44. Tracking
What tools will allow you
to track story ideas and
how they are used?

45. Selection
Who will choose stories and
move them into a production
workflow ?

46. Strategic Storytelling: Listen, Empathize, Execute, Repeat
Brittney Dunkins
Storymining Workflow
Ideation & Sourcing
Prioritization
Tracking
Selection

49. Format & Channel
Once you have a format, select a
channel-or-wait no- once you have a
channel select a format.
Let's discuss.

50. Find Your Team
Writers
VideographerS
SEO
Strategists
Editors
Photographers Content
Strategists
Designers
Developers

52. Refer back to your value
proposition/pillar,
content area and goals.
Create Your
Story

53. Select a single story
concept.
Create Your
Story

54. Select a format &
channel using any
information you might
have on audience etc.
Create Your
Story

55. Outline the necessary
source information,
assets and needed team
support.
Create Your
Story

56. Create Your
StoryPut together your roll-
out plan.

60. To highlight our commitment to
our growing community of
international students.
Diversity
Scholarship
Excellence
International
Students
Fortunate
Ones

61. 41%
35%
21%
International students
from China enrollment
numbers at Boston
University.
2012 - 2014

63. Is Working?
How Do We Know Our Storytelling

66. 01
02
03
Align Page Goals and
Measurement KPIs
Set a Baseline
Establish a Reporting
Timeline

67. 01
02
03
Tone, Voice &
Personality
Perspective &
Expertise
Digital Value

68. 01
02
03
Tone, Voice &
Personality
Accuracy of expression,
opportunities to build.

69. 01
02
03
Perspective &
Expertise
Audience reach,
alignment with brand,
addition to the
conversation.

70. 01
02
03
Digital Value
Conversions, SEO,
Engagement

71. 01
02
03
Tone, Voice &
Personality

72. 0102
03
Perspective &
Expertise

73. 03
Digital Value
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