Curriculum

Strategic Storytelling will connect narrative concepts and strategies with actual case studies. Participants will work together in small groups to address real-world challenges that require innovative thinking as well as a thorough understanding of narrative issues and techniques. You will leave with an essential grounding in immersive storytelling strategies as well as a conceptual framework and a set of tools you can put to use right away.

Day 1 begins by delving into the art and science of storytelling—why it’s effective, how it works, why it’s changing today, and what that means for anyone with a story to tell. We look at how Hollywood sells its own stories, showing how movie studios and television networks have moved over time from a highly restrictive and very limited marketing strategy to one that embraces digital media, fan involvement, and immersive participation. We show how this goes beyond story to involve the construction of “story worlds” that people can project themselves into. Finally, we introduce you to a pair of simple yet powerful conceptual frameworks that will enable you to easily visualize the complex narrative ecosystem that such an approach requires.

Day 2 breaks down these techniques into a point-by-point methodology, detailing the role of such key ingredients as authenticity, engagement, and voice. We will show how such strategies have been adapted and deployed by organizations in a wide variety of fields, from entertainment to consumer goods to B2B. Guest speakers from the worlds of media and commerce will explain how they have employed these tools and what pitfalls they have encountered, while a series of hands-on workshops will enable you to put your learnings to the test in real-world scenarios.