Story Framework: Content Planning

HelloMethod_Content Calendar Planning

Before you get into the minutiae of your content calendar (oh boy, are you ready to face that google doc yet?!?), take time to set your content strategy and story vision for this academic year.

So many individuals beyond your marketing and admissions departments are responsible for sharing your school’s story. As marketing lead, your job is to make sure the sum of all parts adds up to the strongest possible story for your school.

Before you share that master content calendar to manage sends, tweets and posts, set your content strategy and story vision with a Story Framework. Your Story Framework will provide clear direction to everyone responsible for sharing your school’s story.

Tips for getting started on your Story Framework

1. Start with your audience.

Don’t assume one social post fits all. You need to know who you want to connect with. Take strategic time this August to prioritize 3 audiences.

When you think about who these audiences should be, go beyond 1. Prospective Parent  2. Enrolled Parent  3. New Faculty Recruit. These audience categories are way too generic and will take your Story Framework nowhere.

Instead, use strategic audience tools to identify your ideal audiences and get into the details of what they love. This will shape how you share your content and will make your school’s story so much stronger.

2. Brainstorm Story Moments

Story moments are opportunities to build content leading up to and following on from key events and dates. With your ideal audiences in focus, map out key events and dates that will help shape your Story Framework. In addition to mapping out what your school has planned (e.g. STEM Fest, Community Read, Annual Gala, etc.), include key events and important dates beyond your campus.

For example, are there community events that your audiences hold dear and always attend? Are there national social days that really resonate with your audiences (e.g. #NationalWomensEqualityDay2018, #randomactsofkindnessday, #thankateacher, etc.)?

Take inventory of all the key events and dates that can connect your school’s story with your ideal audience. As a result of this brainstorm, themes will begin to develop and story moments will become clear for your content strategy.

3. Build a Story Framework

With your audience in focus and story moments in mind, you are ready to set your Story Framework.

Your Story Framework will be grounded in 3 core pillars that every piece of your school’s content will connect back to. Your Story Framework defines big picture ideals that are unique to your school. Not only will your Story Framework give direction to all your content, it will also help you connect with your ideal audiences AND set your content apart from other innovative private schools.


What does a Story Framework look like, you ask?

Hang tight and focus on #1 & #2! Next week we will share the HelloMethod Story Framework template with you.

See you next Monday,

Cheryl Sig@500px

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