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'''''Use this strategy workbook to ground the below in the story or stories you want and need to tell.'''''
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'''It is both a science and an art — purposeful design combined with personal expression and building connection.'''
We are going to take you through a framework to help you think about and craft storytelling grounded in strategy for change. We’re also going to link to some additional worksheets and guides to help you put all of this in practice. You can find links to these in their relevant sections further down the page, but we also wanted to share them all here for your referencein our Strategic Storytelling Workbook:
:<big>'''[https://drive.google.com/file/d/1c-VOnJMwwnZ_qtROjyjxHjdw-gfsiyg8/view?usp=sharing Strategic Storytelling Workbook]''' </big>
::* Goal & Target Audience
::* Target Audience Mapping
::* Resources & Inspiration
This module will culminate in a project challenge to do some strategic storytelling to stakeholders and to craft some story artifacts. If you are one of those folks who prefers to know the assignment in order to frame how they go through the material, then check it out in the section “The Assignment” below and come back to this section.
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What is it you want to accomplish by telling your story? Start with this question. You are trying to move the people listening to do or think something — what is it? Make your goal as clear and defined as possible. This is not about the overall vision or solution you are building, but rather what is the 'action' and/or 'result' you want to achieve through storytelling.
[https://drive.google.com/file/d/1rUAsBz-qExU4IM829pfeS7FQ62NBya6s/view?usp=sharing Define your goal ]
<big>'''Mapping your Target Audience'''</big>
'''Do you know your people?''' Ultimately you want to be able to build emotional connections with the people who have the power to move your idea forward (i.e. your target audience). Understanding who they are, how they think, feel, their pain and pleasure points, and where they may want to see themselves helps you get straight to the parts of the story that are going to resonate most.
[https://drive.google.com/file/d/1szsQcPM_VPs7mFvHb2ISp1dpEXsbki19/view?usp=sharing Map your Audience]
'''Affirm your story’s uncompromising heart.''' Before jumping in, think through what parts of your story must be uncompromisingly shared, whether they are your or your community’s experiences, truths, things you have witnessed. Don’t give up those core parts of your story that cannot be adapted, even if they may make your target audience uncomfortable.
'''Who the messenger is matters.''' Decide who is telling the story. Different target audiences may connect best with speakers who are from their community. When strategically moving people, stories are often best told either by the people who have direct personal experience with the issue, and/or by the people your target audience relate to and trust the most.
'''Land on a medium.''' Decide what channel is best to convey your story to your target audience. Where do they consume information? stories? What format will most resonate with them? Are there any artifacts that you can design to help further communicate your story? If you don’t know the answer, there is a lot of existing market research that the interwebs can illuminate. ([https://drive.google.com/file/d/1qF7CmU_Xw9PT6zfiSdk4tRQh5BKr1Ojb/view?usp=sharing SEE HERE For for additional information on some Artifact Mediums Guidance])
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The below points move through the whole arc. Depending on your medium (if you are writing a long-form story, for example) you can take time and space to flesh out each of these points. If you have less time (i.e. you speaking to an audience for a short amount of time) you can hit all the points on this arc in short, sweet, concise ways.
Check out the [https://drive.google.com/file/d/1whTfrZG0X96YTp789GkaXWVx_e1tF4D4/view?usp=sharing additional resources page ] of the workbook for more information and some great examples of strategic storytelling in action!
<big>'''START: Grab Attention and Tease the Solution (Also, don’t forget to introduce yourself)'''</big>
'''As you set the scene, define the issue, and reveal solutions, when possible, try to use data.''' Prove the conflict and illustrate the power of the solution.
Not every strategic story needs to include data. However, information, statistics, data, quotes from experts and sources can be useful in proving/backing up your point. Make sure your data is relevant, clear, and specific to your target audience. See the [https://drive.google.com/file/d/1Amk6KJRzq18dbJjKwLBVKSK2eS-daKjR/view?usp=sharing Weaving Data and Emotional Storytelling Guide ] page of the workbook for more information.
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'''1. Use the [https://drive.google.com/file/d/1c-VOnJMwwnZ_qtROjyjxHjdw-gfsiyg8/view?usp=sharing Workbook ] to create your story''' and identify the specific goal and target audience of the [[https://universityinnovation.org/wiki/2022:Training/Stakeholder_Meeting|stakeholder meeting]]. (While we’ve already requested that university VPs/Stakeholders be your audience, think about how you might get even more specific about who you want in the room).
'''2. We would like you to weave some data into your storytelling'''. Figure out what data may help move your idea forward and where you can find relevant statistics. Consult the [https://drive.google.com/file/d/1Amk6KJRzq18dbJjKwLBVKSK2eS-daKjR/view?usp=sharing Weaving Data and Emotional Storytelling ] page of the workbook for guidance.
'''3. Create an Artifact.''' Decide what medium would best support your storytelling. You can use any of the below to bring your strategic story to life through an artifact.
:*'Presentation Slideshow' (Slideshow = series of visuals or slides that you take an audience through as you tell your story.) If you select this option, at the end of the week, please share the slideshow and a recording of your presentation using it. Keep in mind, THIS IS NOT A RUN-OF-THE-MILL powerpoint. This is a strategic combination of visuals and a minimal amount of text to enhance your story!
Consult the [https://drive.google.com/file/d/1qF7CmU_Xw9PT6zfiSdk4tRQh5BKr1Ojb/view?usp=sharing Artifact Mediums Guidance ] for parameters around what we are looking for from you for each medium. '''You only have to use one medium to create one artifact''' (however, if you are feeling ambitious we invite you to combine mediums or create multiple artifacts).
'''4. Prototype your Strategic Story and artifact with a test audience.''' Ideally this would be your uiguide or someone who knows the Stakeholder group well. Be sure to prepare a few key questions to gather their feedback following your demo. These could include:
'''5. Incorporate feedback from your prototyping session into your story and artifact.''' Play around, experiment, and iterate to refine what you have to say and show! HAVE SOME FUN WITH IT!
'''6. Create the final version of your strategic story and artifact, and hold your stakeholder meeting.''' See below deliverable 2 for more details.
Make sure that whatever you create is accessible. Please consider adding closed captioning (an option when you upload your video to YouTube) for any of your viewers who may have difficulty hearing. If you are creating infographics or graphics as part of your presentation slideshow, please include [https://www.perkinselearning.org/technology/blog/how-write-alt-text-and-image -descriptions -visually-impaired image descriptions] in the captions.
Additionally, for those of you outside the U.S., feel free to use your primary language for content to best meet your audience's needs, and if you can, please add closed captioning or translations in English so the UIF team can understand your content.
:* '''Lean Startup: Did you interview stakeholders, from faculty/administration to previously-trained Fellows, testing your assumptions about the projects you wish to initiate using the Change Model Canvas (Session 5)?
:* '''Wiki Pages:''' Have you created/updated the following pages? Campus Overview (Session 3, step 2), Strategic Priorities page (Session 4, assignment 2) and your bio page (Your Mission)? Are they written well, formatted nicely and free of spelling/grammatical errors? When Stanford emails your campus leaders these links, will they reflect well on you as a thought leader?
:* '''Change story videoStrategic Storytelling Artifact:''' Will your audience understand your vision for change? Did you take into consideration your uiguide's feedback? Do you need to do some final edits before it goes viral on your campus? Make sure that you've submitted your project artifact (Session 6) by October 1016.<br><br>All deliverables must be confirmed by October 10 16 at midnight Eastern Time for students and faculty sponsors champions to receive their launch email the following week. The public launch will be on Monday, October 18, when your campus communications office will receive a press release from our team introducing them to you and urging them to write a news story about your work.
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