StoryCollab: A marketing case study into the psychological frameworks of first-person storytelling
Faculty Mentor
Stephen Marshall
Mentor Home Department
Media and Communication
Short Abstract
Once upon a time… Brand storytelling became widely accepted as a powerful tool in marketing. This thesis project used the psychology of story and first-person storytelling as a change agent framework to build and launch a brand and a social media campaign for the company StoryCollab. StoryCollab’s mission is to use first-person stories to aid non-profits, universities, governmental agencies, and other organizations by offering safe spaces to facilitate story sharing and media creation to build community and leadership while educating and advocating for participants. Using examples from StoryCollab as a case study, this project included a literature review covering the psychological frameworks behind why first-person storytelling is such an impactful tool. This review informed the tactical execution and support of social activation for the brand launch. Using this research resulted in a strategic plan for StoryCollab’s social media platforms and a SWOT analysis for future social media planning (including analysis of past post performance, an analysis of market and target audience needs, and a social media client engagement and acquisition strategy). This project concluded that the psychology of story and first-person storytelling will continue to create an effective change agent framework as StoryCollab finishes its launch and develops its brand presence.
Category
Art and Humanities
Start Date
5-4-2024 9:10 AM
End Date
5-4-2024 10:10 AM
Location
D.P. Culp Center Room 210
StoryCollab: A marketing case study into the psychological frameworks of first-person storytelling
D.P. Culp Center Room 210
Once upon a time… Brand storytelling became widely accepted as a powerful tool in marketing. This thesis project used the psychology of story and first-person storytelling as a change agent framework to build and launch a brand and a social media campaign for the company StoryCollab. StoryCollab’s mission is to use first-person stories to aid non-profits, universities, governmental agencies, and other organizations by offering safe spaces to facilitate story sharing and media creation to build community and leadership while educating and advocating for participants. Using examples from StoryCollab as a case study, this project included a literature review covering the psychological frameworks behind why first-person storytelling is such an impactful tool. This review informed the tactical execution and support of social activation for the brand launch. Using this research resulted in a strategic plan for StoryCollab’s social media platforms and a SWOT analysis for future social media planning (including analysis of past post performance, an analysis of market and target audience needs, and a social media client engagement and acquisition strategy). This project concluded that the psychology of story and first-person storytelling will continue to create an effective change agent framework as StoryCollab finishes its launch and develops its brand presence.