About the Episode
About The Episode:
In this episode of Strategic Storytelling, host Maria Kuntz speaks with Anna McBrayer, Chief Marketing Officer at Fort Lewis College, about the importance of strategic storytelling in higher education. They discuss the process of stakeholder engagement, balancing creativity with institutional goals, and the significance of student-driven narratives. Anna shares insights on leveraging various mediums for storytelling, educating stakeholders on audience-specific approaches, and the challenges of authentic representation. The conversation concludes with advice for institutions looking to enhance their brand storytelling strategies.
Key Takeaways
- Proactive storytelling over reactive marketing: Higher ed marketers often operate in a reactive mode. Fort Lewis College is shifting toward a strategic approach that aligns storytelling with institutional priorities.
- Stakeholder engagement is key: Bringing leadership and cabinet members into the storytelling process fosters accountability and prioritization.
- Student-driven content is powerful: Interns provide authentic perspectives that resonate with prospective students and their families.
- Storytelling goes beyond words: Video, sound, and emotion play a critical role in making narratives memorable and impactful.
- Strategic storytelling requires alignment: Every story should connect back to the institution’s mission and strategic goals.
- Marketing teams deserve a strategic seat at the table: Elevating marketing professionals beyond production work leads to more impactful storytelling.
How Fort Lewis College Engages Stakeholders in Storytelling
Shifting from Reactive Marketing to Strategic Storytelling
Many higher ed marketing teams operate in a cycle of responding to last-minute requests, creating content without a larger strategy. Anna McBrayer is working to change that at Fort Lewis College by implementing a more intentional approach—one that aligns storytelling efforts with the institution’s strategic plan. Rather than simply producing content, her team now prioritizes stories based on institutional goals, ensuring that marketing efforts make a lasting impact.One key shift has been bringing together leadership from across campus, including the cabinet and division heads, to align on storytelling priorities. By having these conversations in the same room, leaders develop a shared understanding of how stories contribute to institutional success, which creates a sense of accountability across departments.
Gaining Buy-In from Leadership Through Workshops
Anna and her team organized a storytelling workshop for the college’s leadership, including cabinet members and vice presidents. The goal? To educate stakeholders on audience-specific storytelling and the importance of prioritizing content. Rather than simply presenting marketing plans, Anna involved her VP of Enrollment to provide deeper insight into recruitment goals.The workshop covered key marketing concepts like unique value propositions (UVPs) and a competitive analysis that revealed how similar institutions often use identical messaging. By walking leadership through this process, the marketing team demonstrated why storytelling is essential to differentiating Fort Lewis College. The response was eye-opening—leaders saw the importance of being strategic in how they communicate the school’s identity.
Balancing Creativity and Strategic Alignment in Higher Ed MarketingAligning Storytelling with Institutional Goals
Creativity is at the heart of storytelling, but without structure, it can lack strategic impact. With Fort Lewis College launching a new strategic plan, Anna and her team saw an opportunity to use storytelling as a tool to support institutional priorities. Instead of choosing stories randomly, they now ensure that each piece of content directly ties back to key initiatives.This structured approach provides a “guiding light” for storytelling efforts, ensuring that creative projects contribute to the college’s broader goals. It also allows the marketing team to prioritize projects effectively, focusing on those that will drive the most impact.The Power of Student-Driven ContentOne of the most effective ways to connect with prospective students is through peer storytelling. Fort Lewis College’s intern team plays a significant role in content creation, offering an authentic perspective on student life. Since these students are part of the target audience, they instinctively understand what resonates with their peers.Beyond just producing content, these interns serve as a built-in focus group. They provide real-time insights into trends, topics, and platforms that matter most to their generation. This approach ensures that the college’s storytelling remains fresh, relevant, and engaging.
Beyond Words: How Fort Lewis College Uses Multimedia Storytelling
Engaging Audiences Through Emotion and Visuals
Storytelling isn’t just about words—it’s about creating a sensory experience. Anna emphasizes the importance of layering different media types, including visuals, sound, and emotion, to make narratives more compelling. A well-told story should engage multiple senses, making it more memorable and impactful.For example, when Fort Lewis College produced a video following an Indigenous student’s journey, they realized that while the cinematography and narration were beautiful, the footage lacked human connection. The student was often alone in the shots, which contradicted the school’s “Find Your Flock” messaging. The team went back and reshot scenes to include more interactions, making the story feel more authentic and aligned with the institution’s values.
Adapting Stories for Different Platforms
Different audiences consume content in different ways, and a single story can be adapted across multiple channels. A long-form narrative might work well on the website, while a 30-second version could be perfect for Instagram or TikTok.Anna’s team strategically repurposes content for various platforms, ensuring that the right version of the story reaches the right audience at the right moment. By thinking ahead about how content will be distributed, they maximize the reach and effectiveness of each campaign.
Lessons for Higher Ed Marketers: How to Build a More Effective Brand Storytelling Strategy
1. Engage Stakeholders Early
Bringing leadership and key stakeholders into the storytelling process ensures buy-in and accountability. Workshops, discussions, and collaborative planning sessions help align storytelling efforts with institutional priorities.
2. Use Student Voices Whenever Possible
Prospective students trust their peers more than institutional messaging. Student-driven content feels more authentic and resonates on a deeper level.
3. Think Beyond the Written Word
Storytelling is most powerful when it engages multiple senses. Incorporate visuals, audio, and emotion to create a richer narrative experience.
4. Adapt Stories for Different Platforms
A single story can be sliced and repackaged in multiple formats. Tailor content for different channels and audience preferences to maximize impact.
5. Elevate the Marketing Team’s Role
Marketing should be seen as a strategic function, not just a production unit. Giving marketing professionals a seat at the table leads to smarter, more effective storytelling.Fort Lewis College’s approach to storytelling offers a powerful blueprint for higher ed institutions looking to make their brand narratives more intentional and impactful. By aligning stories with strategy, leveraging student voices, and embracing multimedia storytelling, colleges can create deeper connections with their audiences.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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