From Open House to Online Video: Creating Story-Driven Content That Convert

When it comes to school marketing and admissions, facts and figures alone are no longer enough to capture a family’s attention truly. Parents are not just looking for an impressive list of academic results or state-of-the-art facilities—they are seeking a school where they feel a genuine emotional connection. In this place, they can envision their child thriving. Storytelling is the bridge that connects information to emotion. By infusing storytelling into every format—from open houses and school videos to blog posts and newsletters—schools can create a cohesive, emotionally engaging narrative that resonates deeply with families and inspires them to take action.

The first step in creating story-driven content is to realise that every marketing piece, whether it’s a glossy brochure or a casual Instagram post, should be part of a larger narrative. Your school’s story isn’t just about what you offer; it’s about who you are, what you believe, and the community you’re inviting families to join. Start by anchoring all your messaging around a clear and compelling brand story. This story should be rooted in your mission, your values, and the unique experiences that set your school apart. It should feel authentic, heartfelt, and consistent across all platforms and touchpoints.

When hosting an open house, think beyond logistics and schedules. Every moment of the event is an opportunity to tell your story. Rather than simply presenting a list of academic programs and extracurricular activities, invite your current students and parents to share personal experiences that reflect your school’s spirit. Let a teacher tell a story about a transformative classroom moment. Let a student describe a challenge they overcame with the support of the school community. Real stories make your values tangible and memorable. They allow prospective families to see themselves in the narrative you’re weaving.

Moving into digital content, school videos and virtual tours are among the most effective storytelling tools you have. These formats allow families to experience your school’s environment, energy, and ethos from anywhere in the world. However, to truly connect, videos must be more than just a collection of visually appealing images. Narration and interviews should focus on real people and authentic experiences. What does a typical day look like for a student? What are teachers most passionate about in their work? How does the school support personal growth and development? Approach video content like a documentary rather than a promotional ad—authenticity always wins more hearts than perfection.

Blog posts and newsletters are another prime space to bring your story to life. Instead of only sharing news updates or announcements, weave in deeper narratives. Highlight a student’s journey from their first tentative steps into school life to a recent achievement. Share a teacher’s perspective on how your educational philosophy plays out in the classroom. Discover the stories behind school traditions and how they foster a sense of community. Through these narratives, you’re not just informing families—you’re helping them emotionally invest in your school.

Tone, voice, and consistency are crucial in bringing your brand story to life across all platforms. Your tone should mirror the emotional experience you want families to have. Is your school nurturing and community-driven? Then your tone should be warm, inclusive, and conversational. Is your school innovative and academically rigorous? Your tone might lean toward confident, inspiring, and forward-thinking. Once you define this tone, apply it consistently across all your creations—from social media captions to website headlines. Consistency fosters familiarity, and familiarity in turn builds trust.

It’s also important to remember that storytelling isn’t a one-time project; it’s an ongoing strategy. Every new piece of content should feel like another chapter in your brand’s unfolding story. Whether you’re posting a short student quote on Instagram, sending out a monthly newsletter, or creating a new landing page, always ask yourself: How does this connect to our bigger story? How does it make families feel? Does it reflect the authentic spirit of our school?

When storytelling becomes the foundation of your marketing and admissions strategy, you’re no longer just pushing out information—you’re creating a relationship. Families start to feel like they know you before they even step on campus. They see your values in action, not just in a written mission statement. And when it’s time to make a decision, they’ll choose the place where they feel they truly belong.

We’d love to hear how your school is using storytelling to connect with families. Have you had success with a particular type of story-driven content? Leave a comment and share your experiences with us!