In the third episode of What Do We Really Need?, Ologie Marketing Director Erin Fields talks with Chevonne Harris, Ologie’s Vice President of Strategy and the founder and CEO of ThriveIn, about how institutions decide whose experiences to share. Drawing on her background in journalism and her work building a community for Black Gen Z and millennial women, Chevonne asks what colleges hope their student stories will accomplish and whether the stories they choose reflect what students actually experience.
Pulse Check: What Do We Really Need? — Pt 3: We Need More Student Stories
“We need more student stories” can sound like a request for more content. But when colleges keep featuring the students who are easiest to find and most comfortable speaking on camera, publishing more stories may still leave prospective students with a limited picture of campus life.
In the third episode of What Do We Really Need?, Ologie Marketing Director Erin Fields talks with Chevonne Harris, Ologie’s Vice President of Strategy and the founder and CEO of ThriveIn, about how institutions decide whose experiences to share. Drawing on her background in journalism and her work building a community for Black Gen Z and millennial women, Chevonne asks what colleges hope their student stories will accomplish and whether the stories they choose reflect what students actually experience.
The conversation looks at the difference between showing a range of students and helping prospective students understand what belonging feels like. Erin and Chevonne discuss why institutions often return to engaged students and ambassadors, how a difficult day can reveal the support available on campus, and what happens when a polished story promises a community a student does not find after enrolling. They also consider how much control marketers need to give up for students to tell their stories in their own words. One story can bring an institution’s values to life, but it cannot make up for a gap between those values and students’ lived experiences.
For higher education marketers, the episode offers a place to start before requesting another interview or photo shoot. Clarify the question the story needs to answer, look beyond the students everyone already knows, and spend time listening to the people on campus. The fuller picture may come from a student whose story the team would not have thought to seek out.