Happy June! This week, we’re talking with Jeff Holeman, director of marketing at the University of Florida’s Warrington College of Business. He’s worked at UF since 2023. Prior to that, he was director of marketing and communications at the University of Rochester.
Q: Where do you like to turn for storytelling inspiration, either in higher ed or outside of it?
One of the biggest storytelling traps in higher education is looking only at peer institutions. That often leads to the same formula of producing bland, beige stories. Some of my best inspiration comes from brands that excel at storytelling, whether in stories on the web, in emails, and especially in video. I’m also inspired by teams that tell a story in an ad campaign and extend it through owned channels.
Nike comes to mind because it often tells stories that barely mention the product. Its “Find Your Greatness” campaign worked because it centered everyday athletes, not celebrities, and extended beyond a single ad into digital films, social content and community storytelling. One of the most memorable pieces for me featured a teenager jogging alone on a rural road, reinforcing the idea that greatness is personal and accessible. It felt human because viewers could see themselves in the story.
MasterClass offers another great example. Their instructor trailers and course pages are storytelling engines. Whether it’s Chris Voss teaching negotiation or Gordon Ramsay teaching cooking, they don’t lead with course features. They create cinematic previews that make expertise feel aspirational, personal and immediately useful. Their videos often show the instructor in their real environment and focus on what learners might become after engaging with the content.
At Warrington, we’ve tried to apply similar principles by moving beyond traditional program promotion. For example, our MBA storytelling has focused less on curriculum checklists and more on transformational experiences, showcasing how students engage with business leaders and explore a city’s business ecosystem. We want the reader/viewer to imagine themselves in that environment. Like Nike, we’re trying to make ambition feel relatable. Like MasterClass, we’re working to make expertise feel dynamic and accessible. That’s where higher ed storytelling becomes far more compelling.
What I love about this answer:
Nike is routinely held up as a model for brands looking to up their storytelling game, and for good reason. Where Nike has always excelled is playing to people’s emotion.
But what I love about Jeff’s answer here, and what truly makes Nike’s storytelling so impactful, is the focus on audience.
Nike’s marketing isn’t about it’s products. It’s about how their products help the user.
Similarly, schools shouldn’t just be marketing about their programs. The stories they need to tell are about how those programs impact students.
And not just pie-in-the-sky, one-in-a-million stories of alumni who went on to launch billion-dollar companies, but stories of struggle. Stories of growth.
Stories of impact.
I also really like Jeff’s goal of making “ambition feel relatable.” It’s a strategy that can absolutely make a difference in how your institution is perceived, and, as he says, make your story “far more compelling.”
What about you? Where do you turn for storytelling inspiration?
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PLUS … whenever you’re ready, here are three ways I can help you bring storytelling to life in your own work:
- Download my free higher ed guides
– 5 formats to make your alumni stories stand out
– 9 clever ways to create fresh content from your events
- Work with me on a writing project
I’ve supported schools across the country with website overhauls, prospect communications, and advancement content. Email me with “Storytelling” in the subject line to learn more.
- Collaborate on a custom content strategy project
I’ve developed custom strategies for programs specializing in everything from AI and biotech to informatics and journalism that maximize their content potential. Respond with “Content Strategy” in the subject line and I’ll get back to you with more details.
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