Digital Storytelling

Engage your communities through relevant, authentic content

  • sections:
  • Discussions Mondays 9-10pm ET, 4 sessions full schedule

Storytelling is crucial for all facets of marketing, but perhaps even more so when it comes to the digital landscape. In the current advertising age, it’s practically impossible to have a successful campaign without considering digital first. So how do you develop a story that’s creative, clever, compelling and connective across multiple platforms and touch points? How will you inspire online communities to engage and speak authentically on your behalf, all while keeping brand identity and beliefs intact?
This course will examine the art of storytelling and equip you with the tools for creating a distinctive brand voice to use in telling your story. We’ll discuss the differences between narrative and story, and how they should work to support each other as you develop content. We’ll also take a deeper dive into social platform strategy and best practices, including how to speak to your communities most effectively.

In this class, you will learn how to:

  • Define brand narrative, including voice and tone
  • Build authentic stories that support the brand narrative
  • Develop a social platform strategy, including strength, weaknesses, and differentiation between channels
  • Create and execute content, and balance different content types, including video, graphics, text and user generated content
  • Identify, profile, understand and better engage with your current communities
  • Leverage consumer insights and organic digital behaviors in support of storytelling
  • Use paid media to get your brand narrative and stories in front of new audiences with likeminded interests

By the end of class, you will have:

A clear understanding of brand narrative vs. brand storytelling, a brand voice and tone development template, and a defined social platform strategy that includes content best practices, community management and engagement do’s and don’ts.

Sarah Grace McCandless is a seasoned brand marketer with extensive experience in digital strategy and storytelling. Most recently, she spent over three years as Director of Social Media for Swift, an agency focused on global and national digital strategies and campaigns for clients including Starbucks, Nestle, HTC, REI, and Disney, among others. 

Currently, she is consulting on a variety of digital projects across multiple industries, including health and wellness, technology, and business intelligence. Previous consulting work includes delivering integrated campaigns and content for clients such as Animal Planet, the USO, and Delivery Agent, the e-commerce provider for brands like NBC Universal, HBO, and FX. She also served as a Brand Manager for New Media Strategies (now MXM), creating and managing viral marketing campaigns for Bravo, Motorola, Levi’s, Dodge, Audi, and more. 
Additionally, Sarah Grace has published two novels with Simon & Schuster: Grosse Pointe Girl: Tales from a Suburban Adolescence and The Girl I Wanted to Be. Her short fiction, essays, and articles have been featured in numerous publications, including the anthology Cassette From My Ex: Stories and Soundtracks of Lost Loves. She is currently working on a new short fiction collection, The Mistakes We Made. Visit her online at 

  • "I came out of Sarah Grace's class much farther ahead in the field than I went in, because she zeroes in on what your weaknesses are and gives tons of one-on-one help."

    Wendy Baker