Step 1

The School Storyplan

What is your school’s sweet spot — the area where you have the most authority, where no one can claim better expertise? Cursive Content Marketing can help you pinpoint — and articulate — what makes your school YOU.

Part audit, part content marketing plan, The School StoryPlan is your first step toward a more powerful school story. The goal: to discover the story you’re currently telling and define your biggest opportunities for storytelling growth and improvement.

ALL CURSIVE PARTNERSHIPS BEGIN WITH THIS PROCESS, WHICH INCLUDES:
  • A pre-session questionnaire, which will help us get to know your school, your dream students/families, your marketing challenges and your biggest opportunities
  • A virtual workshop + brainstorming session, where we’ll discuss your school’s benefits, differentiators and outcomes in depth
  • A custom action plan, detailing:
    • Brainstorm notes + breakthroughs
    • School story recommendations
    • Content marketing opportunities
    • Recommended next steps

INVESTMENT: $697.00
(cost subtracted from next phase if partnership continues)

READY TO START?

Book a discovery call
Step 2

The Master School Storybook

Your school has a powerful story to tell — one that can attract dream families, increase your inquiries and grow your influence. You just need help telling it: in the right language, to the right people, at the right time.

That’s where Cursive can help. We’ll partner with you to turn your expertise, brand research and fragmented content components into one strong, cohesive school story that will empower you to create and share compelling messaging across all of your platforms.

Through discovery, research, workshops and creative copywriting, we’ll craft your Master School Storybook, which will form the foundation for all of your future communications. Your Storybook will include:

  • Your school story pillars: the differentiators that will help your school stand out from the competition
  • Your school positioning statement: one simple phrase that describes your unique outcomes for your specific audience
  • Your school story: a compelling narrative that engages your audience with emotional and rational storytelling
  • Reasons to believe: the proof points that substantiate your story and make your audience trust your claims

Cursive will also help you transform that core story into key marketing components to ensure that your message makes it to the right audiences on the right platforms.

WE OFFER THREE MASTER SCHOOL STORYBOOK LEVELS,
EACH INCREASING IN DELIVERABLES AND INVESTMENT:

Level 1: Simple

You know you have a great school story — you’ve done some research, worked on some messaging, gathered some testimonials — but you need help sorting through the background materials and crafting the content into an engaging narrative.

THE SIMPLE MASTER SCHOOL STORYBOOK INCLUDES:

  • In-depth review of school background materials, brand guidelines, research, testimonials and marketing plans
  • A two-hour virtual storytelling workshop
  • A final StoryBook that includes:
    • Story pillars
    • Positioning statement
    • School story
    • Reasons to believe
  • One content project — using your new school story as the foundation, we will write one of the following:
    • Website Home page
    • Website About Us page
    • Video concept / script (up to 2 minutes)
    • Signage concepts (3 versions)
    • Advertisement (3 versions)
    • Head of School Letter
    • eNewsletter
    • Blog post
    • Speaker Script (for student tour guides, parent ambassadors, etc.)
  • BONUS! Access to two online, on-demand courses:
    • Write Your School Site ($597 value)
    • School Blog Starter Bundle ($197 value)

Level 2: Pro

You’re not only looking for a more powerful story, but also want to ensure that story is told. You know the foundation is important, but you don’t want that foundation to sit on the shelf — and you’re afraid you don’t have the capacity to implement the story yourself.

THE PRO SCHOOL STORYBOOK INCLUDES EVERYTHING FROM LEVEL 1, PLUS:

  • Online survey content (up to 3 audience versions)
  • Content stylebook — style guidelines that define your school’s personality, voice, tone and positioning, and how to use them across platforms
  • An additional content project (you choose two from the Level 1 list)
  • A content marketing strategy — an action plan with strategies and tactics in one of the following areas:
    • School blog strategy
    • Website content strategy
    • Social media strategy
  • Content coaching — one virtual session post-StoryBook development, plus one month of unlimited support and guidance via email

Level 3: Elite

You’re looking for a long-term storytelling partner who understands all of the ins and outs of your school culture and community — so you know how important it is for that partner to experience your school firsthand.

THE ELITE SCHOOL STORYBOOK INCLUDES EVERYTHING FROM LEVELS 1 & 2, PLUS:

  • An on-site visit from Emily Cretella & the Cursive team
    • Up to 10 hours on campus
    • Interview sessions (students/par ents/administration/faculty)
    • Campus/community observation
    • Includes all travel costs in the continental U.S.
  • Two additional content projects (you choose four from the Level 1 list)
  • Content to support your content marketing strategy — depending on your chosen strategy, you will receive one of the following:
    • One school blog post
    • One website page
    • One month of content for one social platform
  • Content coaching — two virtual sessions post-StoryBook development, plus two months of unlimited support and guidance via email

Are you ready to

tell your story?

Book a discovery call
Step 3

School Storyteller for Hire

Once you create a school story your audiences love, partner with Cursive for ongoing storytelling support. We offer custom monthly retainers and one-time project options for former School StoryPlan and Master School StoryBook clients. Contact us for rates and options.

AS YOUR SCHOOL STORYTELLER FOR HIRE, CURSIVE CAN CREATE:

  • Website content
  • Taglines
  • Key messaging
  • Admissions materials
  • Viewbooks
  • Brochures
  • eBooks
  • Blog posts
  • Email content
  • Letters
  • Social media
  • Video scripts

Additional Insights

Workshops + Speaking

When we’re not helping schools tell powerful stories, we’re talking about powerful school storytelling. Our interactive, actionable presentations cover everything from content marketing strategy, storytelling tips and social media marketing, to topics customized for independent school and higher education. (And founder Emily Cretella and the Cursive team are always eager to spill our insider secrets!) Recent presentations include:

  • Storytelling Online: Transforming Your School Website Into An Admissions Resource
  • Creating Content That Converts: How to Sell Your Story To Sell Your School
  • Blog This, Not That: The Do’s & Don’ts of Successful School Blog Content

INTERESTED IN HAVING THE CURSIVE TEAM PRESENT AT YOUR NEXT MEETING OR WORKSHOP? CONTACT US WITH EVENT INFORMATION.

Testimonials

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