CUPRAP Recap: What Digital Natives Need from EDU Storytelling

CUPRAP Recap: What Digital Natives Need from EDU Stories

Last week, I had the privilege of presenting at the College and University Public Relations and Associated Professionals Conference in Lancaster, PA, with my colleague Brittney Dunkins. CUPRAP is a voluntary organization of communications professionals from colleges, universities and independent schools dedicated to advancing the understanding of higher education and enhancing the professional development of its members.

Our session, Achieving the ‘Aha’ Moment: What Digital Natives Want from EDU Stories, shared insights on what we know about the next generation of prospective students and the digital world we live in. We discussed how social media is constantly evolving to meet the demands of modern users. In 2017, LinkedIn and Twitter launched in-platform video. Spotify, Reddit and Snapchat all rolled out self-serve advertising to help marketers connect with engaged consumers, mostly targeting the 18-34 demographic. All of these changes are occurring based on how digital natives are spending time, consuming media and interacting with brands.

Strong EDU Brand Storytelling

Education brands that are winning are generating compelling content on the right channels for their audiences. Here are six examples of exceptional EDU storytelling and lessons to be gleaned from each campaign.

 

1. Choose quality over… quality.

You don’t need state-of-the-art equipment to produce amazing content. The depth of your content is way more critical than the quality of the actual video.

 

2. Control your narrative.

Partner with the right brand ambassadors on campus to spearhead your campaigns.

 

3. Be authentic.

Show stories of real life, real people and real conversations.

 

4. Be succinct.

Equate video to your elevator pitch.

 

5. Views are not the sole benchmark for success.

Are you reaching your target audience?

 

6. Don’t do it just because everyone else is doing it.

Choose to make videos based on what makes sense for your overall marketing strategy and strategic campus vision.

 

The most important part of creating a video is to tell a true story that can be repurposed for your audience. Want to learn more about video storytelling? Contact us to get in touch, we’d love to help.

Brian Connelly
Brian Connelly
March 21, 2018