Storytelling in Action

“Storyteller.” Anyone searching LinkedIn for marketing candidates has encountered this word at least once. But, what does it really mean? And, what does it look like in practice?

When I assumed leadership of Lory Student Center Marketing during a business model pivot, one of the hopes was to transition the project manager to a communications coordinator role, allowing them to use their writing and editing experience. Implementing this role brought a service to building partners that had never fully been expressed before. As an emerging editor, I could shape expectations for the role and create institutional value by identifying specific people, services, and business partners at the LSC to spotlight in campus media. The team could also document and share the impact of building initiatives as an evergreen resource.

The overall “story” of the student center is nuanced. Many people recognize the LSC as a big building where events are held and food is served. What the campus community may not understand is the commitment that LSC Leadership has to honor its student-fee funding, giving students support, opportunities to develop connections, and ways to practice leadership – while preparing more than 600 student employees for successful careers. With that lens, the written content LSC Marketing produces ultimately needs to point back to serving students. We need to write a story that illustrates the student center's impact on students.

The content generated for LSC Marketing is usually written by Communications Coordinator, Jill Jones. Topics generally fall into two camps: content about revenue partners, and content about student services. However, if we can identify content which does BOTH – demonstrating how students are supported when revenue is reinvested into campus – that is our sweet spot. My role in this process is twofold. I listen to partner directors and activate the stories they have identified. I also seek out the spark of a storyline that hasn’t been articulated yet. Often emerging themes are informed by assessment data, which reveals opportunities to remedy perceived lapses or highlight wins.

Content which lifts revenue partners

Written content around revenue partners often includes press releases. Created to provide important dates and logistics, this material supports the launch of new services or venues.

Examples include:

·      Launching new franchise partners such as Wing Shack and Sexy Sammies, https://source.colostate.edu/two-chicken-themed-eateries-open-in-august-at-lsc/

·      Reopening Aspen Grille, a rebranded venue, after a major renovation, https://source.colostate.edu/aspen-grille-reopens-with-redesigned-menu-and-dining-space/

·      Bringing computer services into the CSU Bookstore, https://source.colostate.edu/ramtech-moves-to-new-location-in-csu-bookstore/

Content which highlights student services

Stories which highlights student success are not always obvious. In some cases, partners who offer student programming will request a feature story. One example is our SLiCE office, who wanted to share out the variety of experiential learning trips they host for students. https://source.colostate.edu/service-learning-trips-open-doors-to-understanding/

I have identified other student service storylines myself, including how students can meet basic needs through Rams Against Hunger or other campus care services:

·      https://source.colostate.edu/student-success-happens-when-basic-needs-are-addressed/

·      https://source.colostate.edu/lsc-expands-basic-needs-services-with-new-sharps-disposal-containers/

Data driven storylines

I initiate feature story projects in response to survey data indicating an opportunity. The LSC participates in a regular survey by Skyfactor/Benchworks. This survey, aimed at student centers across the country, asks questions specific to how well these buildings are serving their student populations. The Benchworks Assessment, completed by 624 students and compared across six peer institutions, offered a comparative snapshot of student perceptions related to LSC engagement and environment.  Survey data indicated that students scored the organization low in the category of “College Union enhances life and leadership.” As a result, I requested research into students participating in established leadership programs like the LSC Governing Board and the student leadership team at Campus Activities.

·      https://source.colostate.edu/how-ramevents-students-plan-inclusive-campus-events/

·      https://source.colostate.edu/student-governors-impact-decision-making-at-lsc/

Crossover Stories

A crossover story which both discusses retail offerings AND centers student success includes the Café Richesse profile. This piece highlights a coffee roaster partnership between LSC Dining and a local, alumni-run business. This partnership was brought to my attention by our Director of Dining. Links to the story were subsequently posted at campus coffee venues to promote the special local ties of the brew. https://source.colostate.edu/from-ground-to-grind-local-coffee-roasters-share-rich-history-with-csu/

A second crossover story highlights the care CSU Bookstore staff take in centering student success and choosing materials to benefit students at the best price possible. Benchworks survey data indicated the CSU Bookstore was viewed favorably for customer service, but the price and variety does not score as high. I requested that Jill create a profile piece which highlights our assistant director of course materials, who is an alumni, explaining decisions around how course materials are delivered to students. The objective of the piece was to personalize the bookstore, centralize the customer experience, make pricing considerations more transparent, and promote use of digital course materials.  https://source.colostate.edu/crafting-solutions-csu-bookstore-course-materials-guru-leverages-expertise-for-students/

Once posted, the story was shared through social media, on Instagram, by @colostateonline. Posted on my personal LinkedIn, the article received several shares, and the link was liked by the University President, creating more buzz. This SOURCE article was ultimately picked up and reposted by a college bookstore trade group, the National Association of College Stores, giving CSU wider exposure.

Leveraging awards for publicity

We’ve also had the opportunity to garner earned media, written by someone outside of our department. When one of our central MarComm writers noticed a special dining deal for students to run in a student-focused email, I followed up with more context. There was a larger story about a collaborative campaign with dining venues who were offering lower priced items as a service to financially sensitive students. The name and marketing collateral had all been student-designed and recently had won an award. With these factors aligning, there was a more comprehensive story to share. https://source.colostate.edu/aggie-appetite-initiative-offers-students-discounts-at-lsc-food-drink-outlets/

Similarly, when the team won an ACUI Steal This Idea first place award for redesign of the Catering website, I leveraged the win as an opportunity to promote the site itself and the student and career marketing staff who earned recognition. https://source.colostate.edu/lsc-caterings-redesigned-website-among-awardees-in-international-competition/

Write Once, Publish Everywhere

In addition to sending feature content to CSU’s SOURCE news hub, we try to maximize the visibility of the content. We have both placed content in the Parent and Family Portal and eblast to incoming students and their families, and content has been reshared on the portal from SOURCE. Our social media will often mention additional resources through a LinkTree content library. Our website pulls tagged content to show on the home page. Content can be culled for smaller blurbs, such as a recent building resource guide brochure. The LSC Marketing SharePoint site will also post content to reinforce messaging internally.

I feel very lucky to have a dedicated writer in my staff and Jill has risen to the occasion to understand my vision with our marketing stories.