Storytelling
How to create compelling content for our audiences
Sidebar
When you get right down to it, the power of UofL is its people. And each of these people has a story. Telling these stories is an essential component of bringing our brand to life. Whether an article, an advertisement or a script, the assets we create need to be as compelling as possible and reward our audience for viewing it.
Find the purpose
The most important part of the storytelling process is to determine why you’re going to tell it. Think about what makes that story relevant to your audience and what you want the audience to take away from being exposed to it. What do you want your audience to think, feel and/or do after seeing your content? When looking for the purpose, use UofL’s brand pillars as a guide. If your story reflects one of them, you’re on the right track.
Create an arc
Simply put, have a beginning, middle and end. Introduce your subject and put it into perspective. Explain the challenge or opportunity and why it matters. Then explain what happened or is happening. Be sure to include UofL’s role in the story. Finally, let the audience know the resolution of the story or the progress made.
Make a point
Whenever possible, put the story in a broader context that relates to the university and our community. What is the impact it will make? Where will it lead? Who will benefit from it? Be direct, so your audience knows precisely what you want them to think.
Editorial tips
Whether crafting a simple email or a lengthy article, writing is an opportunity to connect, inspire and invite others to engage with the UofL community. The idea of community is an important one. Be sure to remember you are speaking from the perspective of real people, not an institution.
Here are some suggestions to keep in mind when writing:
Be conversational
Write the way you would speak to a friend (but avoid slang and technical jargon)
Like this | Not this |
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| At the Swain Student Activities Center, you can get a bite to eat, find a cozy place to study or just relax with your friends between classes. | The SAC is lit! You can grab tasty eats, hang with your peeps and even hit the books if you absolutely have to. |
Be clear and concise
Do your best to simplify descriptions and explanations
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| Another way to be more environmentally friendly is to take advantage of the Bike Share Program. The program is offered to all UofL students, and it is entirely free. | Undergraduate students who wish to promote sustainable practices that limit impact on the environment may utilize the Bike Share Program. This eco-friendly mode of campus transportation is offered to all students currently attending UofL and it is available at no cost. |
Be efficient
Avoid passive voice and eliminate redundancies
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| The University of Louisville hosts more than 400 student organizations covering a wide variety of interests. | More than 400 student organizations, clubs and groups are hosted by the University of Louisville that cover a wide variety of interests and passions. |
Be helpful
Highlight the benefits and give people a reason to care
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| The Honors Program challenges students to reach their potential with thought-provoking academics and research and exclusive opportunities for personalized support,experiential learning and study abroad. | The Honors Program is an excellent option for motivated students who want to get the most out of their education. |
Be engaging
Remember people “buy” with their hearts and believe in brands that mirror their values
Like this | Not this |
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| When Loay Elbasyouni was a 10-year-old boy growing up on the besieged Gaza Strip in Palestine, he built his first antenna from kitchen parts and aluminum foil so he could receive TV channels. | Speed School of Engineering alumnus Loay Elbasyouni has been interested in science and technology since he was a child. |
And also...
- Be purposeful, get to the point quickly and don’t overwhelm the reader with too much information
- Be assertive, choose words like “do” and “will” as opposed to “can” and “might”
- Be flexible, use sentence variety to establish a flow for the reader
- Be a fan, speak with pride about UofL traditions and our legacy of impact