We talk a lot about storytelling in school marketing — and rightly so. But not all stories are created equal. In fact, many aren’t stories at all.
You’ve seen it. A parent is quoted on your website saying, “One of the best things about [insert your school here] is the relationships my daughter has with her teachers. They’re really attentive and she doesn’t feel like she is just a number.”
It sounds personal. It’s clearly meant to be a story. But it’s not.
This is often referred to as a declarative story, but it lacks the qualities of storytelling that truly engage and persuade. The real power lies in narrative stories. Understanding the difference can dramatically elevate your school’s marketing and communication.
Declarative versus narrative: What’s the difference?
Declarative stories are statements. They express feelings or facts but lack context, sequence or transformation. Think of them as conclusions without the journey.
Narrative stories, on the other hand, take the reader (or listener or viewer) on a path. There’s a before, a turning point and an after. They show instead of tell. And, critically, they create emotional and cognitive resonance.
Let’s think about a graduate reflecting on their time at your school. Here’s the contrast in practice:
Declarative:
“There were lots of co-curricular opportunities at our school, and you’ll find your people.”
Narrative:
“When I started at the school, I didn’t know anyone and felt a bit nervous. On the first day, someone from the robotics club said hello and invited me to come along. I joined, and it turned out to be the best part of my school years. We worked on cool projects together and I ended up making some really good friends.”
Same idea. But the second actually tells a story. You can picture it. You feel something. And because of that, it sticks.
Why most school ‘stories’ fall short
In school marketing, we use stories to inspire, connect and convince. But too often, we settle for declarative statements and assume they’ll carry the emotional weight of a story. They won’t.
There are two reasons for this pattern:
- It’s easier to collect quotes than it is to uncover stories.
Open a spreadsheet, fire off a student or parent survey and you’ll collect a pile of declarative statements. “I love the sense of community” and “The teachers really care”. These are great starting points, but they’re not the whole picture. - We mistake the presence of emotion for the presence of story.
Emotion is important. But a declaration of feeling is not a narrative. “I felt supported” is different from “Here’s how I felt supported.”
What makes narrative storytelling so powerful?
Neuroscience backs this up. When we encounter a narrative, our brains don’t just absorb the information, they simulate the experience. That’s because narratives activate more regions of the brain than plain factual statements. They engage the sensory and emotional centres. They build empathy and trust.
In a marketing context, this is gold. When prospective families connect with a narrative, they don’t just learn something about your school. They see themselves in the story.
That moment of identification — “that could be me” — is what moves them forward in their decision-making.
When to use narrative, when to use declarative
Declarative stories aren’t useless. They have their place, especially when families are further down the decision funnel and looking for clarity and confidence.
Think of them as supporting evidence. They add weight and breadth to your communications, but they don’t usually create the initial emotional spark.
Use narrative stories when you want to:
- Introduce your brand to new families.
- Deepen emotional connection.
- Differentiate from other schools.
- Highlight transformation or growth.
Use declarative stories when you need to:
- Reinforce consistent themes.
- Add credibility through repetition.
- Provide simple takeaways for logical reassurance.
The mistake comes when we rely too heavily on declarative content and assume we’re storytelling. We’re not. And prospective parents can feel the difference, even if they can’t articulate it.
How to uncover narrative stories in your school
Great narratives already exist in your school community. The key is to ask the right questions and listen for the journey, not just the headline.
Here’s how to get started:
1. Ask better prompts
Instead of “What do you love about the school?”, ask “Tell me about a moment when you felt seen or supported here.” Stories live in moments.
2. Look for before-and-after arcs
Transformation is the essence of narrative. Listen for stories that begin with uncertainty, change or struggle, and then resolve into clarity or confidence.
3. Get specific
Details matter. What was the name of the club? Who was the teacher? Where did the conversation happen? Specificity creates authenticity.
4. Train your team
Everyone from enrolments staff to teaching assistants can be a story-gatherers. Give them simple tools and prompts to help them spot and record moments of transformation.
5. Build a story bank
Collect, tag and index your narrative stories by theme, persona or journey stage. Use them in enrolment interviews, web copy, social media and events. Over time, you’ll develop a living archive of authentic, persuasive brand stories.
Narrative is how your brand lives
In the end, a narrative story is not just a marketing device. It is how your brand lives in the minds of your community.
Declarative statements tell the world what you think you are. Narrative stories reveal what others know you to be.
When a prospective parent reads a declarative statement, they learn about your school. When they hear a narrative story, they feel like they’ve been there. And that feeling is what moves them.
insight applied
- Look for moments of change and don’t confuse emotion with story.
- Use narrative to connect early and declarative to reassure later.
- Train your team to spot and collect stories with transformation.
- Build a story bank to amplify your brand’s lived experience.