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Storytelling: A comprehensive, integrated outcomes-focused strategy

Author

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  • Dediemar, Jeanette
  • Franco, Lesli Cartaya

Abstract

Organisations across all sectors must adapt and anticipate the impact of technology, known and evolving, on communications and marketing. Higher education institutions must constantly work to learn and master new channels to best communicate with their students and larger audiences. As professionals work to create content for so many new platforms, creativity fatigue is all but guaranteed. This paper will address ways to avoid story burnout while continuing to produce unique and platform-specific content, providing communications professionals with the methods and tactics for effectively repurposing content, and demonstrating successful use of this method through examples.

Suggested Citation

  • Dediemar, Jeanette & Franco, Lesli Cartaya, 2019. "Storytelling: A comprehensive, integrated outcomes-focused strategy," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(2), pages 135-149, September.
    • Handle: RePEc:aza:jeam00:y:2019:v:4:i:2:p:135-149
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    More about this item

    Keywords

    change management; integrated marketing and communications; return on investment;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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