Part feel-good, part practical, Donna will cover the art and science of storytelling. First, we’ll cover why we, as humans, crave narrative. What it does to our brains, for instance. We’ll explore effective campaigns that span mediums and industries—not just the web and not just higher ed. After covering the science of stories, we’ll dive into the art of crafting compelling narratives for your individual institutions—and all its strategic goals. Finally, since storytelling is a team effort, we’ll address how you can manage ideas and content within your team or across campus. You’ll leave with a list of several story “formulas,” plus countless resources to help you continue to build your storytelling skills.

About the speaker: Donna runs an independent content agency focused on higher education, and is the founder/publisher of Hippocampus Magazine and Books and its annual conference, HippoCamp. Talarico has more than two decades of experience in marketing communications, writing, and media, and about half of that time has been in higher education. She writes an adult learner marketing column for Wiley, and has contributed to CASE Currents, Guardian Higher Education Network, The Writer, mental floss, various alumni magazines, and other trade, commercial, and literary publications.

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