Michigan State University(MSU)
Strategic Storyteller / Communications Manager II
Michigan State University(MSU) - East Lansing, Michigan, United States, 48823
Work at Michigan State University(MSU)
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Overview
Working/Functional Title
Strategic Storyteller
Position Summary
As a strategic storyteller in University Communications, you'll collaborate with other creative team members and channel strategists to develop content that builds MSU's brand by communicating its mission, values and key priorities to external and internal audiences. You will play a crucial role in shaping people's perceptions of MSU and contribute to advancing a compelling narrative that promotes the university's strengths, achievements, contributions and impact on people and communities. Within strategy frameworks, you will seek and develop ideas for short- and long-form content. You may contribute to content development ranging from written to visual to audio of various types (i.e., feature stories, articles, social posts, marketing materials, advertising copy and video/photo/audio storytelling) focusing on owned, social and paid channels. You will develop and write stories that resonate with specific audiences and help adapt these for multichannel content marketing. You will coordinate with PR colleagues on content ideas with earned media potential. You'll regularly access and review data and analytics to understand audience preferences and content performance and incorporate insights and learnings to shape future tactics, working with colleagues to improve content performance and deepen audience connection.
About University Communications University Communications increases awareness of and appreciation for Michigan State University, its people and its impact as a leading public research university, builds trust and inspires connection to cultivate support and make MSU a preferred choice.
Characteristic Duties and Responsibilities Content Development/Writing/Editing
Helps shape MSU's overall brand narrative through ongoing content developmentTailors and adapts content to different audiences, channels and platformsGenerates stories/content pieces on a regular basis that advance strategic goals and drive performance, covering stories with high relevance to priority audiencesTranslates complex topics into audience-friendly, engaging stories and general content while also ensuring all information is represented accuratelyWrites about a wide variety of topics to help shape perceptions of MSU and drive outcomes with key audiences, including those that:
Elevates reputation through content about academic excellence, research impact and discoveriesBuilds affinity and pride among all Spartans through content about our excellence as well as about MSU's values and purpose and the traditions and common characteristics that define the Spartan experienceDrives preference among prospects and their families through recruitment content that helps differentiate MSU from other universities as well as highlights our student experience and supportive environmentBuilds trust in MSU through content about our leadership, operations and strategy as well as helps shape content supporting a community that is safe, diverse, equitable and inclusiveCreates in-depth stories of cross-college collaborations and multiunit initiatives that advance strategic priorities
Produces stories/content on a regular basis for publication/distribution
Follows good SEO practices in writing to help grow audience and enhance content discoverability and performance
Identifies and interviews students, faculty, staff, alumni and other sources for stories
Recommends and helps coordinate visual/multimedia elements to accompany content. May include capturing content using smartphone technology; working with story subjects to identify visuals; and collaborating with editors, visual storytellers, designers and social
Strategic Storyteller
Position Summary
As a strategic storyteller in University Communications, you'll collaborate with other creative team members and channel strategists to develop content that builds MSU's brand by communicating its mission, values and key priorities to external and internal audiences. You will play a crucial role in shaping people's perceptions of MSU and contribute to advancing a compelling narrative that promotes the university's strengths, achievements, contributions and impact on people and communities. Within strategy frameworks, you will seek and develop ideas for short- and long-form content. You may contribute to content development ranging from written to visual to audio of various types (i.e., feature stories, articles, social posts, marketing materials, advertising copy and video/photo/audio storytelling) focusing on owned, social and paid channels. You will develop and write stories that resonate with specific audiences and help adapt these for multichannel content marketing. You will coordinate with PR colleagues on content ideas with earned media potential. You'll regularly access and review data and analytics to understand audience preferences and content performance and incorporate insights and learnings to shape future tactics, working with colleagues to improve content performance and deepen audience connection.
About University Communications University Communications increases awareness of and appreciation for Michigan State University, its people and its impact as a leading public research university, builds trust and inspires connection to cultivate support and make MSU a preferred choice.
Characteristic Duties and Responsibilities Content Development/Writing/Editing
Helps shape MSU's overall brand narrative through ongoing content developmentTailors and adapts content to different audiences, channels and platformsGenerates stories/content pieces on a regular basis that advance strategic goals and drive performance, covering stories with high relevance to priority audiencesTranslates complex topics into audience-friendly, engaging stories and general content while also ensuring all information is represented accuratelyWrites about a wide variety of topics to help shape perceptions of MSU and drive outcomes with key audiences, including those that:
Elevates reputation through content about academic excellence, research impact and discoveriesBuilds affinity and pride among all Spartans through content about our excellence as well as about MSU's values and purpose and the traditions and common characteristics that define the Spartan experienceDrives preference among prospects and their families through recruitment content that helps differentiate MSU from other universities as well as highlights our student experience and supportive environmentBuilds trust in MSU through content about our leadership, operations and strategy as well as helps shape content supporting a community that is safe, diverse, equitable and inclusiveCreates in-depth stories of cross-college collaborations and multiunit initiatives that advance strategic priorities
Produces stories/content on a regular basis for publication/distribution
Follows good SEO practices in writing to help grow audience and enhance content discoverability and performance
Identifies and interviews students, faculty, staff, alumni and other sources for stories
Recommends and helps coordinate visual/multimedia elements to accompany content. May include capturing content using smartphone technology; working with story subjects to identify visuals; and collaborating with editors, visual storytellers, designers and social