Competing for Hearts and Minds

Thank you to Blueboat for their support of the VIC/TAS Chapter …

Storytelling is not a new concept, though it is certainly having a renaissance. In schools, it’s a powerful way to foster loyalty and differentiate from competitors. More than just a communication tactic, storytelling plays a vital role throughout the school engagement journey.  Effective storytelling requires more than just words—it demands strategic thought and impact. Here, we share five best practice tips to help your school’s story shine.

• Understand your audiences
  Strategic storytelling starts with understanding your audiences deeply, not just their demographics but what truly motivates them. With high competition for enrolments, it’s essential to know what resonates with different groups. Simple methods, like conducting perception surveys or talking to the admissions team about common feedback, can provide valuable insights.

• Bring your mission to life
  Mission, vision, and values are the backbone of your school’s identity, but sometimes, these ideas can feel formal. Storytelling can bring them to life, showing how they are woven into daily experiences. Share moments that highlight these principles—like a student’s breakthrough or a teacher’s passion—and watch them spark conversations and drive loyalty.

• Prioritise authenticity
  In a world flooded with content, audiences crave genuine stories. Real voices from within the school community—whether through a blog post from a scholarship recipient or an alumni sharing a memory—create authentic connections that resonate on a deeper level.

• Strategic story placement
  It’s important to consider how content can transcend the digital realm. Whether it’s a school tour, in a prospectus, website, or social media post, ensure your story feels cohesive across platforms. Tailor content for various formats like print, video, or podcasts, and engage followers with two-way conversations that encourage sharing and interaction.

• Know your competitor’s story
  Be aware of your competitors’ narratives. Prospective families, staff, and donors are comparing stories, so it’s crucial to identify opportunities to make yours stand out. Keep an eye on their messaging through social media and websites to differentiate your school’s voice.

Ultimately, storytelling doesn’t just engage—it strengthens a school’s identity, forging deeper connections and guiding communities toward a shared future.

Interested in strategic storytelling for your brand? We’d love to help. Drop us a line!

Jeremy Baird
Managing Director, Blueboat
A leading brand and communications agency known for Brilliant Thinking

sail@blueboat.com.au
0414 401 975
https://blueboat.com.au/expertise/we-know-schools/