Communication Track: Storytelling or Story Selling: Unmasking the Truth around Differentiation

November 5, 2023

Join us for a thought-provoking session that delves into the heart of higher ed’s storytelling challenge. Marketing and communication professionals are often called upon to share compelling narratives about unique and exceptional institutions. However, a deep truth emerges: these stories sometimes lack authenticity and fail to resonate with our audience’s genuine experience. In this dynamic discussion, presenters will confront the fundamental dilemma: Do we face a storytelling problem or a story translation problem? Expert panelists will shed light on strategies to set campuses apart while staying true to their institutional identity.

Christie Campbell, Vice President for Marketing and Communications, St. Edwards University (TX)
Ellen de Graffenreid, Vice President for Communications and Marketing, Grinnell College (IA)
Allison Turcio, Assistant Vice President for Enrollment and Marketing, Siena College (NY)
Chair: Sheena McFarland, Executive Director of Public Affairs and Communications, Reed College (OR)