REALLY GOOD THOUGHTS: Why authentic storytelling is more valuable than ever right now
REALLY GOOD THOUGHTS is a new series, sharing powerful insights to help our audiences learn from each other and do more good.
In this blog, we talk to Dr Tim Brown, Associate Professor and Head of Division for Marketing and Professional Development, about a recent graduate profile campaign Chester Business School created.
What makes the campaign so interesting is that it told authentic stories from graduates, entirely in their own words. Whatever they wanted to say.
And with so much AI generated content out there, this authentic emotion-led storytelling is a way to really build trust and connect with the people you want to reach.
Storytelling in Higher Education
Dr Tim Brown says…
“We launched the campaign in 2023, and reached out to a group of alumni, some recent and some who had graduated more than ten years ago.
We wanted to tell authentic stories, and to hear from people about how attending University had benefited their careers and life experiences – whatever they wanted to say. That’s why we didn’t put any restrictions on it, and we wanted to hear about all experiences and in people’s own voices.
We had former Chester Business School students take part, as well as those who had studied across different departments. The main thing we wanted to achieve was a campaign that told the story of how attending University had directly influenced people’s career trajectory.”
“We didn’t put any restrictions on it”
“The campaign was really well received across our campus, and our social media platforms. It was the first time we had done a campaign like this, and what appealed was graduates directly talking to the next generation.
It also gave graduates a chance to give back, amplify their own voice, and to reflect on how far they had come.
It’s one thing for a University to talk about the impact studying will have on your life, but it’s an entirely different thing to hear about this real-life impact from those who have walked your path before.”
How should Universities market themselves in 2025?
“The Higher Education landscape is changing rapidly, and I believe that Universities need to put their student, graduate and alumni community at the heart of their comms in this authentic way.
As a campaign, I think it would also work for the wider University ecosystem, including staff, students etc. It’s about putting people at the centre of the narrative; it’s the most powerful thing you can do when it comes to communications.”
“The education landscape is changing rapidly”
University of Chester
“Given the ongoing challenges within Higher Education, I think it is fundamental that Universities and programmes design and create a learning environment that is focused on the student experience, which enables them to develop high quality transferable skills, knowledge, and professional capabilities that will enable them to succeed throughout their studies and their careers.
The measure of this will be in the success of our graduates and the phenomenal impacts that they have for organisations and society, which is something we see year after year with our graduates.”
With thanks to Dr Tim Brown, Associate Professor and Head of Division for Marketing and Professional Development, Chester Business School.
The University of Chester Business School recently celebrated winning the 2024 Times Higher Education (THE) Awards, with a particular recognition for providing an outstanding learning environment to a growing global student and alumni community.
Here are 3 Really Good Things to help with your authentic storytelling
1. In a world increasingly influenced by AI, show people what’s real. Tell authentic human stories, share successes and hopes and dreams. These real experiences and emotion-led stories will always build trust and connect.
2. What are the UK university marketing trends in 2025? Well, remember that campuses are diverse ecosystems, and there is a huge opportunity to engage with students on-site through asking their opinions, and turning this into student and alumni communications that are full of insights and authentic voices. It’s a way of showing the genuine experience students can expect.
3. Focus on the outcomes across all touchpoints. Students want to know about tangible career opportunities, and that’s where case studies and authentic storytelling comes into its own. Think about how you can gather and tell these stories through all touchpoints, from your recruitment campaign to your alumni magazine.
Really Good Things is a specialist impact and communications consultancy.
For 20+ years we’ve been working with public sector and not-for-profit clients, including across the education sector, with clients including the University of Liverpool, the University of Salford, David Lewis Centre, Pinehirst Education, and Apps for Good.
Our clients create bold positive change. We help by delivering the powerful insights, strategy and communications they need to make it happen.