3 Tips for Rethinking Alumni Storytelling in Isolated Times
In April 2020, just as our worlds turned upside down, Dog Ear Partner Mo Harmon had the chance to serve on a panel discussion for the CASE Editors Forum via Zoom to discuss the future of alumni magazines in the time of COVID. It was a tough situation we had all suddenly found ourselves in. That looming “death of print” argument that’s been bandied about for more than a decade suddenly felt absolute. A colleague put it this way: “That discussion felt like a funeral wake.”
That wake now feels like it has lasted nearly two years. Colleagues have reduced print frequency; many have killed print for the foreseeable future.
Look, we can argue for print all day. We can take these philosophical arguments to our VPs and presidents, and try to explain the value of print and all the great things it’s capable of doing. We all know the value of print. But the reality is that print is expensive—and we suddenly have slashed budgets and no truly measurable way to determine that phrase we’ve all heard ad nauseam: ROI.
So what’s an editor to do?
We would ask you all to remember what you are: a storyteller. You may have to adapt to a new format, but your core mission is the same—create experience through stories. Here are three tips, plus some extras, to consider as a storyteller in the COVID era.
Consider Digital First
Many of us have digital magazines. Great. But for too many of us, it’s an afterthought to our print piece. For those of us who fall into that category: reverse course. Now’s the time for digital to take the top spot—at least for the time being.
A few questions to consider: What is your strategy for taking those magazines and getting them out into the world? You may no longer have the luxury of just showing up in a mailbox. And just plopping that beautiful mag on a site and hoping people come find it won’t work. How are you incorporating mag stories into other content? How are your stories being shared with bigger media organizations? How are you teasing your stories out through social media? This is all creative work and strategy—and it just may be your bread and butter in the year or two ahead.
BONUS TIP: Digital storytelling will allow you to shape your content based on reader wants and needs in real time, because with digital comes data—a peek into audience habits that print can’t always effectively provide. That allows you to tailor both the storytelling and the user experience accordingly.
Leverage the Power of Zoom
We know you’re sick of it. But what if we took all of our resentment against Zoom and used that energy to imagine the platform as a chance to bring your alumni interviews to life? In addition to publishing that ultra polished Q-and-A, consider recording and uploading the full interview with that CEO, faculty researcher, or artist. And a huge benefit of video meetings in the COVID era is that it got everyone more comfortable appearing on camera while simultaneously lowering audience expectations of production value. Which means low- to no-budget video storytelling technology is at your fingertips—use it to your advantage.
BONUS TIP: Maybe this goes without saying … but brand your background. We know from print that our readers love to see campus, and most colleges and universities quickly created branded Zoom backgrounds. Use them. No one wants to see your This House is Blessed wooden wall plaque or Dan Levy tribute poster—as cool as all that might be.
Don’t Want to Be on Camera? Start a Podcast
We know there are a few of you podcasters out there. Many were riding that train before COVID. And man, it’s a smart move right now for a number of reasons. (And we’re happy to help you make that move.) 1) The platform is popular. 2) It’s inexpensive and requires little equipment, save a good mic and basic editing software. Case in point: DEC Partner Dan Morrell actually used his closet to record podcasts for his day job while working from home.) 3) Podcasts are relatable: Hearing someone’s real voice tell their story fosters engagement. 4) Alumni can access your content anywhere: on the commute to work, on their morning run, or while making dinner.
BONUS TIP: Remember all those magazine best-practices we talk about all the time? The expert storytelling? The need to develop characters and scene? The importance of engaging your alumni in talking about real world issues that branch beyond campus? Those rules still apply to audio.
Ready to rethink your digital strategy? Want to reinvent or redesign? Drop us a line.