Why story?
Build your district narrative.
We probably don’t have to tell you that storytelling is one of the most powerful tools at your disposal. Research by cognitive psychologist Jerome Bruner suggests that stories are 22 times more memorable than facts alone. Stories can clarify complex ideas. They have the power to elevate boring subject matter into something engaging and interesting. What’s more, 92% of people say they prefer that the marketing they consume come in the form of a story. Whether it’s the Budweiser Clydesdales pushing through snow or a can of Chef Boyardee rolling through the supermarket aisles, when marketing tells a story, it sticks with us.
We’ve often discussed how to build your district’s core message: a short statement that indicates a problem and provides your solution. But when it comes to school storytelling, it might be helpful to think of your core message as a story itself—a district narrative.
Stories also encourage us to turn off our sense of skepticism, says digital culture expert Frank Rose, author of The Art of Immersion and one of today’s leading minds in the field of storytelling. “Stories encourage the willing suspension of disbelief,” he tells SchoolCEO. “Even if only for the duration of the story, you tend to turn off your critical faculties and just listen to what the story is telling you.” But most importantly, stories are a catalyst for connection. “Stories are the way that we connect with each other,” says Hilary Trudell, founder of storytelling organization The Yarn. “You want to connect with your audience, whether it’s a theater full of people, your parents, your kids, or your school board. You want to create empathy within that space. Stories are an essential part of what creates a community.” Of course, this is even more true in a school setting, where the stories you tell are really the stories of your community’s children. And once you’ve worked to build that connection, that trust, that community, the stories you’ve told over time can drive them to action. Dr. Steve Webb, superintendent of Washington’s Vancouver Public Schools, says he sees himself as the district’s “storyteller-in-chief,” and that “a yearround commitment to storytelling” helped his schools win a major bond measure. “If we don’t tell the story about the great work that is happening in our schools on a day-to-day basis, then we’re missing an opportunity,” Webb tells SchoolCEO. “It’s about building public confidence in our schools and enlisting continued support from partners, stakeholders, patrons, and taxpayers.”
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Your heroes As you begin to construct your district narrative, you must first determine your hero: the main character of the story you’re telling. We’ll tell you a secret: your district is not the hero of this story. Instead, it’s your students, parents, and community members. Your brand narrative shouldn’t focus on what you want; it should focus on what they want. Your district does have a role in this story, however; you’re the wise and helpful guide. Like Gandalf in The Lord of the Rings, Dumbledore in Harry Potter, or Obi-Wan Kenobi in Star Wars, it’s your job to help your heroes accomplish their goals.
What they want Every great story, from Moby-Dick to Finding Nemo, is about a main character who wants something. Captain Ahab wants to slay his white whale; Marlin the clownfish wants to find his son; and your community’s parents want specific things from their schools. We can’t tell you what the members of your unique community want—but you probably already know. It might be cutting-edge innovation, with state-of-the-art STEM programs; it might be an emphasis on social-emotional learning and the child’s wellbeing; it might be safety and security. Account for everything a parent could want for their child’s education. These are your heroes’ goals.
How they’ll get it Your district’s narrative is the story of how you’ll help your heroes get what they want. As the guide, it’s your job to lead your parents and students to success. Compare your heroes’ goals to the amenities your district uniquely offers. Where do their wants line up with your offerings? That intersection is the core story your messaging should be telling—and you’ll back it up with smaller stories along the way.