This week we’re talking with Christian Ponce, executive director of university marketing at Indiana State University in Terre Haute, Indiana.
Q: What’s a common storytelling mistake you see in higher ed, and how would you fix it?
Ensuring the character in the story is the right one. Universities should never put themselves as the hero. That’s a misstep.
I saw a school that regretfully launched a whole campaign on the concept of “WE ARE.”
It is not about us; it is about students and their families. They are the hero, we are the guide.
What I love about this answer:
Christian packs a whole lot of punch into his six-sentence answer. It’s so easy to think that schools should be the central part of their story. After all, they are marketing their offerings.
But that’s where the misstep Christian detailed comes up.
You’re not actually marketing your offerings. You’re marketing how what you offer impacts your audience. By changing that mindset, it’s then easy to change the hero of your story.
There are some exceptions, but in general, if your website and marketing content uses more of “us” and “we” than “you,” your story probably has the wrong hero.
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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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