Storytelling Playbook

Writing with intention promotes the core messages we want our audience to see. This Storytelling Playbook focuses on what sets WVU apart, and why and how to leverage its strengths for maximum impact. WVU has unique attributes and is unlike any other university. To resonate with audiences, from potential students to alumni to donors and so on, we need to showcase those differences to rise above the norm.

In this guide, we will delve into writing, primarily from a marketing and messaging standpoint; the themes that make us stand out; target audiences; and the how and why of what matters.

Stand (Out) and Deliver

Humility is a noble trait. But for West Virginians and the WVU community, it’s overkill. It’s time to flip that narrative.

Instead of dodging the limelight, WVU can firmly declare it’s the best university in the state. Spilling facts is not bragging. And here are the facts: WVU is West Virginia’s only R1 institution. Being R1 means we’re in the same league as Cornell, Johns Hopkins, and Harvard. But we are also one of the state’s only two land-grant universities (the other is West Virginia State University), which means that while we produce top-tier research, we are rooted in our accessibility to all West Virginians.

WVU is the state’s flagship university. That cannot be disputed, and it epitomizes two components that set us apart: “In-state impact” and “fascinating research.” Beyond those two themes to tackle in storytelling, we also will hone in on the “warmth” and “fun” that mold our University.

In the following sections, we will examine those 4 themes we want to hammer.

In-state impact

It’s been said that no other university in the country means more to its state than what WVU means to West Virginia. Look at the economic impact:

• 30,000-plus jobs
• $20 for every $1: ROI for every state dollar invested
• $4.8 billion to the region’s economy each year
• $66 million in state tax revenue generated
• $35 million-plus brought in for West Virginia economic development projects

The imprint the University has throughout the state is unparalleled in other ways. These figures illustrate WVU’s reach:

• 25 hospitals, 3 campuses
• 5 Nursing campuses
• 68,000 WV youth reached annually through WVU
• Extension’s 4-H programs
• 55 counties served through WVU Extension

For in-state impact, a matter-of-fact tone works best.

• “For every state dollar, the return on investment from WVU is $20.”

• “WVU has a presence in every pocket of the state with Extension offices in all 55 counties.”

• “Need quality medical care fast? You’re covered. WVU has 25 hospitals and 11 urgent care clinics across the region.”

Cutting to the chase avoids clutter and shows the immediate impact.

Place emphasis on programs and services offered by WVU that no one else in the state can stake claim to (i.e., West Virginia’s only law school, the largest crime scene training complex, the Rockefeller Neuroscience Institute, degrees that are unavailable elsewhere).

Fascinating research

WVU has earned R1 status from the Carnegie Classification of Institutions of Higher Education since 2016. R1 is the highest possible research ranking awarded, and WVU is one of just 187 institutions nationwide to earn the prestigious designation. WVU is the only R1 university in the state. Feel free to utilize “We R1” to reflect the University’s status. Areas of research excellence identified by campus leaders include AI, astrophysics, cancer prevention, cybersecurity, energy and sustainability, forensic science, game design and interactive media, MIS, neuroscience, nursing, robotics, and the unorthodox/unique to WVU (i.e., “zombie cicadas,” rare earth element extraction from acid mine drainage).. Those fields should take priority when considering research areas to heavily promote and publicize.

• Using bold language amplifies the “fascinating research” happening at WVU. If we’re the first to accomplish a feat or the first to make a discovery, let it be known: “WVU is the first to ...” “This research is the first-of-its-kind ...”

• Keep in mind the “fascinating” part of “fascinating research.” Always ask yourself, “Is this research interesting enough to tell a friend about?” If the answer is “no,” you’re wasting valuable time. Better yet, find a student undertaking “fascinating research.” WVU claims to offer research opportunities and one-on-one experiential learning with faculty who aren’t as common at other institutions. Let’s prove it by writing about it.

• Punchy, substantive direct quotes can also be applied to highlight research.

Example: “We’re using pulsars, cosmic clocks, to search for invisible ripples in space time.” At the @WVUEberly Department of Physics and Astronomy, you’re not just reading from a textbook. You’re helping to discover - and understand - the universe itself.

Warmth

You remember the first time you heard or sang “Country Roads” at a WVU sporting event? You may have gotten goosebumps. Chances are, you still do to this day every time you hear the classic John Denver tune. WVU encompasses the feeling of belonging, acceptance, and support, creating an environment where individuals feel valued and respected. We want to “hit people in the feels” when writing about the “warmth” of our campus and community.

• To convey “warmth,” write about the various resources and activities provided to the WVU community such as academic help, mental health services, and tradition. “Warmth” can be found in all corners of campus. It can be in the classroom or labs where a faculty member spends time mentoring or even conducting research alongside a student. It can harken back to your first day on campus looking for Chitwood Hall, and a passerby stopped to ask if you needed help. Or maybe it’s a time when the mere sight of a WVU therapy dog turned a bad day into a good one. The University is a place where, regardless of personal backgrounds, everyone feels united.

• When writing, make the “warmth” applicable to the intended audience. If speaking to alumni, make them miss WVU and reflect fondly on their time here. If speaking to a potential student or parent of a potential student, paint the picture of how they will be welcomed and have their needs met as part of the WVU community.

• “We’re here for you. This is your space to grow, learn, and chase your goals. Unlimited support, community, and good vibes included.”

• “So many shoulders to cry on (and tissues for move-in day emotional moments).”

• “No question or issue (even if it feels embarrassing) is too big, small, or weird for the Parents Club.”

Fun

WVU offers a balance between work and play. It’s much like the coonskin cap donned by the Mountaineer mascot: Business in the front, party in the back. When we’re not talking about “in-state impact” or “fascinating research,” it’s time to dial up the “fun,” another key characteristic of WVU. After all, is there anything about an Ivy League school that screams “fun?”

• Illustrate the fun at WVU through its nearly 500 student clubs and organizations; sports, a major draw for students and supporters who attend games and tailgate; or through the wild and wonderful outdoorsy nature of campus’ backyard. Nearby attractions like Coopers Rock or the Rail Trail can be leaned upon for “fun” writing, but use appropriately and sporadically. We want to convey that the fun experience at WVU is more than hiking and kayaking. Fun happens on campus.

• “Fun” is a feeling that takes form in many ways. The experience of finding your social group or a new major/minor or research interest should be conveyed as “fun.” Exploring the different buildings on campus or weighing which classes to take - seemingly simple, ordinary tasks for new students – hold an element of intrigue, but in a “fun” way.

• “Our students answer the question, “where can I take naps at West Virginia University?” and “where can I pet good dogs?”

• “Find your fit, find your passion, and find your perfect group of people in Morgantown, West Virginia.”

• “Big school with a small school feel? This is college at WVU!”

Who Are We Talking To?

From prospective students to international students, from alumni to regional business leaders, our audiences are varied, and so are their interests. With every message you send, put yourself in the audience’s shoes and ask: “Does this sound like something that would resonate with them?”

• Brand awareness
• Prospective students
• Current students
• Parents
• Faculty and staff
• Alumni
• State leaders and partners

Brand awareness

The Flying WV. “Country Roads.” Let’s Go! The Mountaineer mascot. Those symbols personify the brand of WVU. It’s what we’re known for globally amongst even the most casual observers. Wherever you may roam on this planet, someone’s bound to identify the “Flying WV” on your shirt. Or you’ll hear someone belting out (maybe not so gracefully) “Country Roads” in a karaoke bar across the sea, and that’s their only knowledge of the Mountain State and WVU.

Broadening awareness of our brand further popularizes our entity and what we stand for as Mountaineers.

• To elevate our brand, we want to write about the pride of our people and the spirit of WVU to leave the mark that we’re different. We’re nestled in Appalachia yet conducting high-level research. We’re underdogs yet overachievers. We’re unassuming (again, let’s work on chipping away at the humility, folks) yet memorable.

• When touting the brand, we want to ‘wow’ the casuals, the population at large, or people with no direct connection to the University. Let’s school them on who we are. Who knows where that will end up?

• The difference between writing for this audience and the others is that, here, our target may not be seeking info or thinking about WVU. Perhaps your writing for a Spotify ad or airport display will entice them to explore more about us.

• This audience may not have many reasons or opportunities to directly engage with WVU. They may only remember 10% of what they see or read, so make it very clear how and where WVU is succeeding and why the general public should care.

Prospective students

This is one of our most important audiences (otherwise, we wouldn’t have jobs). It sounds hard, but try to put yourself into the mind of a 16- or 17-year-old.

• The tone should be relaxed, comfortable, and conversational. Try to show, not tell, how great it is here. Be honest.

• Success stories are included, and success doesn’t always mean winning a major award. It can mean fitting in, finding friends, earning a degree, and embarking on a fulfilling career. Profiles and quotes show firsthand impact and perspective from the students; it’s not us telling the reader.

• Keep in mind that the goals of your storytelling toward prospective students should be to entice them to visit, apply, deposit, or otherwise engage with us in the recruitment process.

• Show them what WVU can do for them. Convince them that it’s a worthwhile investment.

• “Here, research is for anyone in any major. From science to medicine to the arts to business — dive in, break new ground, get your hands dirty. We’re here for it.”

• “Ready to make discoveries that matter?”

• “With Mother Nature dishing out the lessons, Adventure WV will teach you more about yourself than any book will.”

Current students

Once the University gets students in the door, we must stick with them throughout their journey. We must build their affection for and dedication to WVU, and show them the important role they play in bolstering the University’s success.

Broadening awareness of our brand further popularizes our entity and what we stand for as Mountaineers.

• It’s important that current students feel seen and heard. One way to do that is to make sure that our stories include a wide range of topics and voices. Every piece of content should make students feel like they’ve made the right choice in coming here.

• Student success stories and direct quotes work well here, too, as they shine a light on some of these students and their peers.

• Experiences unique to WVU, such as Adventure WV, undergraduate research opportunities, etc.
• The University’s dedication to student success through support services.
• The University’s research portfolio and acclaimed faculty.
• Helping students learn and grow, no matter where they start out.
• The idea of WVU always being their home, no matter where they land.

Parents

Parents yearn for their grown-up children to be happy and successful, and this is an emotional state. If the content we offer parents feels mostly transactional, we’re encouraging them to think transactionally, particularly in dollars and cents. And if that’s the case, then they might miss some of the “special sauce” that makes WVU unlike any other university. We must lean into the emotional side. What makes WVU the best fit for their children, not just in college but beyond, both personally and professionally?

• Writing for parents should be warm and emotional. Let’s not be afraid to be sentimental. This audience has a lot of worried moms and dads. They want to stay connected to their students’ lives, and we can help supplement that void with frequent reminders and updates.

• The Mountaineer Parents Club plays on a “heart” theme in various ways that works well.

• WVU is the state’s only R1, land-grant institution, and how that translates to careers and success.

• Emphasis on dedicated faculty and staff, and the opportunities for 1-on-1 mentoring.

• The accessibility and affordability of a WVU education (ROI).

• No matter where students are, there’s always help around the corner.

• "Your heart is here. It’s our privilege to protect your heart. Stay connected (without hovering)."

• “We get it. You want to support your student without sending a dozen texts a day. That’s where we come in.”

Faculty and staff

Much like current students, faculty and staff value a sense of belonging and feeling appreciated.

• It’s crucial to find creative ways to incorporate faculty and staff into stories to show the vital role they play in all facets of the University. Emphasize that they “go beyond.”

• Faculty and staff have a particularly strong sense of ownership over the brand. Making them feel seen and heard and included in the storytelling can go a long way toward gaining their support.

• The storytelling strategy should encourage faculty and staff to look for great stories that live out the brand, and help guide them in how to tell their stories through the brand lens.

• "WVU staff are truly the backbone of the University. Often working behind the scenes, these dedicated professionals literally keep the lights on, making sure students are safe and supported and fueling every collective effort at our University."

Alumni

A Mountaineer’s relationship doesn’t end upon graduation. As the saying goes, “Once a Mountaineer, always a Mountaineer.”

• Alumni (and donors) may want to devote their resources to areas with personal meaning and high impact. Staying in tune with what’s happening at WVU could fill that void.

• It’s important to make content for this audience compelling. They don’t necessarily need to be informed, except when it comes to changes, new developments, and fundraising efforts. Nostalgia does wonders. Who doesn’t like reminiscing about the good ‘ol days? Prioritize content that highlights the student experience and athletics, particularly about nostalgia and how the current student experience mirrors their past experiences.

• The impact of donations: on student success, research discoveries, and the community.

• How the University’s mission and strategy are in alignment with the values and desires of alumni and donors.

• Our dedication to student success.

• The idea of WVU always being their home, no matter where they are.

• "You know the power of WVU. Help others discover it, too."

State leaders and partners

WVU cannot soar as high as it does without support from elected officials and industry partners.

• For this audience, we must show how WVU is dedicated to the region’s success and vitality. The goal is to show what WVU does for them. Assure them that it’s a worthwhile investment for funding, and their own time and contributions.

• Keep clear of clutter and flowery, meandering language. This audience needs a reason to care about what’s going on at WVU. It doesn’t necessarily affect them. But if amazing things are happening that they can benefit from, we should make them aware.

• And when the University is being criticized, we want to make sure that they have a reason to defend WVU. They need reassurance that associating with WVU is a good thing: for them, their career, and their community.

• WVU helps people get good jobs.

• Bolstering the state’s labor force by bringing in talent (including Ascend WV).

• Extension and public works as sharing expertise and empowering communities.

• The impact of research in areas like Alzheimer’s, rare earth minerals, and forensics, as well as the impact of being the only law school in the state, having strong medical and dental centers, addressing opioid addiction, and many more.

Signature Stories

To amplify and prioritize the types of messaging that we want to hit audiences with the most, we have identified “signature stories.” These stories meet multiple audiences, and it’s in our best interest to actively find them and tell them.

• Committed, thoughtful faculty and staff yields student success
• Dedication to the community yields vitality for the state
• Eagerness to address pressing needs yields groundbreaking research and discovery (in other words, reinforcing our R1 status)

Focusing the majority of the content on a select number of topics will help focus the story of WVU. It shows what your priorities are at this moment and tells people what they should remember about WVU. Regarding research, as mentioned earlier in this guide, these areas of excellence and strength have been identified by University research leaders: AI, astrophysics, cancer prevention, cybersecurity, energy and sustainability, forensic science, game design and interactive media, MIS, neuroscience, nursing, robotics, and the unorthodox/unique to WVU (i.e., “zombie cicadas,” rare earth element extraction).

In addition to “fascinating research,” consider the other 3 areas of what makes us unique: in-state impact, warmth, and fun. Stories that feature more of these areas make for better signature stories.

Stories that don’t fall clearly within this qualification may still be worth telling, but they wouldn’t be considered signature stories. However, these stories aren’t a priority for us right now, giving you an opportunity to say, “no.

Let’s Go!

We’ve made it to the end! For that, you deserve a hearty pepperoni roll. Before you begin implementing these new tools to bring our new strategy to life, there are a few final thoughts.

The ultimate goal is to stay on brand.

We’ve provided you with best practices and resources to keep storytelling on brand. These are guidelines. Not hard and fast rules. The best part about rules is that, sometimes, they need to be broken. As a communicator, use your best judgment. Need to speak to a different audience than what’s listed here? Go for it. Just do it in a way that still conveys our core message and stays authentic to the brand we’re building.

The power of ‘no.’

Always remember that ‘no’ is an answer (This is where you can throw us under the bus.). If a department comes to you asking to write a piece on something that doesn’t align with our storytelling pillars, guess what? Just say ‘no.’

Always look for the hero.

The best stories, no matter how informational they are, always center on people. Let’s make them the heroes. Keep people at the forefront of your writing. Find the person, and then build the plot. Readers are more likely to stick around when they have someone to root for.

Keep it simple.

In headlines, in body copy, in social media captions. Any time you have the chance to simplify your story, take it. Not because your readers can’t handle a large vocabulary. But because the point of your story is to capture attention, reveal a hero, and make your reader care. Simple is best.

Ready to tell some stories? You officially have everything you need to source, craft, and publish the Mountaineer moments that the campus, the state, and the world deserve to know about. Let’s Go!