Building a storytelling system: Your inspiration infrastructure

1:30 p.m.-4:30 p.m.

Storytelling! It's all the rage! And stories are all around us—they reflect our brand and mission come to life. But as desert island inhabitants understand well, "water, water, everywhere, but not a drop to drink." Stories can help enrich our digital experiences and drive actions that support overall goals, but how do we discover them in the first place? How do we decide and prioritize what stories we publish, defer, or forego entirely? How do we determine which format is best suited to convey a specific story? These decisions and processes are not intuitive, and we cannot take them for granted.

Stories are powerful, but to harness that power meaningfully, we need to create sustainable systems (cultural, organizational, and technical) that support high-level, cross-platform storytelling, whereby your organization is collecting and crafting stories that align with your goals, audiences, resources, and overall communications strategy.

In this workshop, you’ll learn how to:

  • Socialize the concept of strategic storytelling within your institution and get widespread buy-in and participation through training and internal communication.
  • Create editorial workflows that support storytelling and planning your story content lifecycle.
  • Develop editorial criteria and scoring systems by which to evaluate story ideas.
  • Use editorial calendars and editorial meetings to reinforce strategic storytelling.
  • Measure the impact of stories published and distributed across multiple platforms.

Who should attend: This session will be most useful to content managers, editorial directors, and others in charge of storytelling.

About Georgy Cohen

Georgy Cohen has spent more than a decade wrangling content for universities. She is associate creative director, digital strategy, at OHO Interactive, a digital agency based in the Boston area. Georgy previously worked at Tufts University and Suffolk University, in addition to running her own independent consultancy to higher education. She speaks frequently, including keynote addresses at HighEdWeb Pittsburgh 2014 and HighEdWeb Arkansas 2011. Georgy's background is in journalism, including a three-year stint working in the fast-paced online newsroom of The Boston Globe. She co-founded Meet Content, a blog and resource empowering higher education to create and sustain web content that works.

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