Higher Ed Pulse

Pulse Check: Strategic Storytelling — Part 4

Episode Summary

Welcome to this new Pulse Check series on the power of storytelling. This is Part 4: Leveraging Stakeholder Engagement for Strategic Storytelling. In this episode of Strategic Storytelling, host Maria Kuntz speaks with Anna McBrayer, Chief Marketing Officer at Fort Lewis College, about the importance of strategic storytelling in higher education. They discuss the process of stakeholder engagement, balancing creativity with institutional goals, and the significance of student-driven narratives. Anna shares insights on leveraging various mediums for storytelling, educating stakeholders on audience-specific approaches, and the challenges of authentic representation. The conversation concludes with advice for institutions looking to enhance their brand storytelling strategies.

Episode Notes

Welcome to this new Pulse Check series on the power of storytelling. This is  Part 4: Leveraging Stakeholder Engagement for Strategic Storytelling.

In this episode of Strategic Storytelling, host Maria Kuntz speaks with Anna McBrayer, Chief Marketing Officer at Fort Lewis College, about the importance of strategic storytelling in higher education. They discuss the process of stakeholder engagement, balancing creativity with institutional goals, and the significance of student-driven narratives. Anna shares insights on leveraging various mediums for storytelling, educating stakeholders on audience-specific approaches, and the challenges of authentic representation. The conversation concludes with advice for institutions looking to enhance their brand storytelling strategies.

Key Takeaways

• Marketing teams often feel reactive rather than proactive.
• Stakeholder engagement is crucial for effective storytelling.
• Creativity must align with strategic institutional goals.
• Student-driven storytelling provides authentic perspectives.
• Using multiple mediums enhances storytelling impact.
• Educating stakeholders on audience differences is essential.
• Post-workshop insights can lead to significant changes.
• Authentic representation is a challenge in storytelling.
• Leverage the voices of those you aim to reach.
• Engagement and fulfillment in work come from collaboration.

Guest Name: Anna McBrayer, Chief Marketing Officer, Fort Lewis College

Guest Social: https://www.linkedin.com/in/anna-mcbrayer/

Guest Bio: Anna McBrayer is the CMO for Fort Lewis College, in Durango Colorado, Colorado's only Public Liberal Arts institution. She has worked in higher education for over 12 years and is innovating creative leadership through strategic storytelling. As a leader, she is developing unique ways to bring her team of Marketing and Communications professionals alongside campus leadership and stakeholders as strategic partners in brand marketing and reputation building through multifaceted, creative narratives.