The Hero’s Journey: Framing Parents and Students as the Centre of Your School Story

When it comes to school marketing and admissions, it’s easy to fall into the trap of making the institution the "main character." We discuss facilities, awards, programs, and achievements—all important, yes, but not necessarily the key that makes families fall in love with a school. Today’s families are not just evaluating schools; they are searching for a place where they and their children can thrive, belong, and achieve their dreams. To create that connection, it’s time to rethink how we tell our school’s story. Enter the Hero’s Journey—a storytelling framework that positions parents and students as the heroes of the story, and the school as the guide who helps them succeed.

The Hero’s Journey is a narrative structure that’s been used for centuries in literature and film. Think of classic stories like "The Lord of the Rings" or "Star Wars"—at their core, they all follow a similar path: the hero faces a challenge, meets a guide, overcomes obstacles, and emerges transformed. In the context of school marketing, your prospective students and their families are the heroes beginning their journeys. They are seeking something more—whether it’s a nurturing learning environment, academic excellence, a sense of belonging, or personal growth—and they are looking for someone to help guide them toward that future. That’s where your school steps in, not as the hero, but as the wise, capable mentor offering the tools, knowledge, and support they need to achieve their goals.

Shifting to this mindset requires a fresh approach to creating and sharing your content. Instead of leading with statements like "We are the best school in the city," focus on narratives that highlight transformation: "Here’s how students grow, achieve, and find their path with our guidance." Your tone should be empowering, empathetic, and supportive. Families want to feel seen, heard, and understood. They want to know you care about their story, not just about adding another enrollment to your roster. That means everything, from your website to your social media posts to your admissions materials, should focus on the families’ aspirations, concerns, and dreams.

One powerful way to bring this storytelling strategy to life is through testimonials and success stories. But it’s not enough to collect quotes about how wonderful the school is. Go deeper. Share the full journey of a student or family—their hopes when they first arrived, the challenges they faced, the support they received from teachers and staff, and the transformation they experienced. Position the school clearly as the guide in these stories, emphasising the tools, encouragement, and opportunities you provided. Let the real heroes—the families—shine.

Your brand voice should consistently mirror the emotional tone of the Hero’s Journey as well. This means sounding compassionate, inspiring, and optimistic. Avoid sounding overly institutional or self-congratulatory. Instead, let your communications feel like an invitation: "We are here to walk with you, to champion your dreams, and to help you become who you are meant to be." Carry this voice across all your platforms—from your Instagram captions to your email newsletters to the way your admissions officers speak during campus tours. Consistency helps families build trust and feel an emotional connection at every step of their journey with you.

It’s also helpful to map your parent and student journey in detail. Where do families first hear about you? What emotions are they feeling at each stage—from inquiry to tour to application to enrollment? Understanding these touchpoints enables you to craft stories that resonate with families emotionally and guide them forward. For example, at the inquiry stage, families might feel curious but uncertain—your storytelling here should offer clarity and reassurance. During the application phase, they might feel hopeful but anxious—your messaging should reinforce that they are taking a brave and exciting step toward their dreams.

Ultimately, when you centre families as the heroes of your school story, you build deeper, more meaningful relationships. You show that you are not just selling a service—you are committing to a partnership, one where the family’s success and happiness are your primary focus. That emotional resonance is what sets exceptional schools apart in a crowded market.

We’d love to hear your thoughts on this approach! How have you positioned students or parents as the heroes in your marketing or admissions efforts? Leave a comment and share your experiences—we’d love to learn from you too!