Storytelling Training for the
International Education Industry

Learn How to Activate Storytelling Techniques in your Marketing and Brand Strategies

Storytelling is one of the most powerful forms of communication.

Everyone loves a good story.

Everyone remembers a good story.

But can everyone tell a good story?

We know you've got plenty of success stories to share, but sometimes it’s hard to know where to begin.

That's why we've created this bespoke course, specifically designed for international education professionals by experts who understand the nuances of our industry as well as literary techniques and best practises in marketing.

Harnessing the Power of Storytelling

Do any of these sound familiar?

  • You’re used to writing content for your website, emails, brochures or press releases, but you don’t often write stories.
  • You’ve seen tons of stories but you’re not quite sure how to actually structure them and tell them yourself.
  • You know you should be using storytelling techniques in your marketing and recruitment efforts, but you aren’t sure where to begin.
  • You have testimonials that could be converted into rich stories and utilised across several marketing channels, so now you need guidance on planning, strategy and execution.
  • You have a variety of stories which are good but feel disconnected, so you need a way to pull them together under your overarching brand messages.

Whether you’re new to storytelling or you’re already using some stories and want to improve them, our bespoke course on Storytelling in International Education will help you write powerful stories that can augment your brand and create an emotional connection with your audience.

How Storytelling Can Help You

The tips and techniques we’ll teach you throughout the course can be used to serve a variety of purposes such as:

To recruit domestic or international students

To grow sales and brand loyalty

To inspire new recruits during the hiring process

To motivate staff and rally them around your brand

For fundraising efforts or to encourage donations from alumni

Storytelling Training Modules

Jackfruit Marketing offers the essential training, advice and support you need to plan, create, and convert testimonials and average marketing content into powerful, memorable stories that people will connect with, share, and remember.

Module 1 – Storytelling 101

  • Introduction to storytelling
  • How storytelling fits into your overarching marketing and brand efforts
  • Storytelling and neuroscience
  • How to generate story ideas
  • Finding a purpose for each story

Module 2 – Making storytelling work for your brand

  • Aligning stories with your institution’s goals or department objectives
  • Utilising stories in the sales funnel
  • Mapping stories along the student and alumni journey
  • Aligning stories with student or customer personas

Module 3 – How to tell powerful stories

  • Storytelling genres
  • 11 plot types and examples
  • 9 narrative development techniques and examples

Module 4 – Achieving consistency across multiple stories

  • Using stories for internal communications
  • Story structure and planning
  • Character development
  • Best practices in writing

Module 5 – Ramping up your storytelling efforts

  • Storytelling formats and channels (e.g. short-form, long-form, photo, video, social media, AR, VR)
  • Stories and content marketing
  • Co-creating stories

Module 6 – Everyone is a storyteller

  • Enabling students and customers to share their stories
  • Using students' stories to help promote your institution
  • Using storytelling to encourage peer engagement at your institution or company

Storytelling Training Outcomes

Our storytelling masterclass will help you to:

  • Discover how to use storytelling techniques across multiple marketing channels.
  • Learn how to tell a story in different formats (e.g., imagery, video, copywriting, AR or VR).
  • Understand how to customise or re-purpose stories for different stages in the prospect, student or alumni journey.
  • Learn how to adjust a story to suit a particular prospect, student or alumni persona.
  • Understand that each story can serve a different purpose and identify which technique best achieves each aim.
  • Create stories of 500 words or 5,000 or even longer.
  • Learn how to write stories quickly and feel less intimidated by the writing process.


Throughout the course, attendees will receive the following:

  • New ideas to use right away in your marketing and communications.
  • Storytelling examples from both within and outside of the international education industry.
  • Tailor-made templates to immediately put into use at work.
  • Calendars and planning sheets to provide structure to daily, weekly, and monthly activities.
  • Tips and checklists for best practices.
  • The structure and framework you need to cure writer’s block and show you how to harness the power of your own voice.
  • Newfound confidence to tell interesting stories that will engage your audience.


You'll also receive a pre-training assignment and upon completion, attendees will receive:

  • A certificate of attendance as proof of your professional development training.
  • Digital badges for social media.
  • A follow-up call to discuss individual questions, challenges, and story activation.

Training Delivery

Whilst we prefer to conduct training face to face, we also aim to be as flexible as possible, hence we provide training online, which broadens learning opportunities for staff anywhere in the world. Some institutions and organisations also find it useful to "top and tail" the training we offer - receiving some sessions online first, then having a class in-person, and then following up with more training online to reinforce learning or check in on progress.

Our online training is conducted live, in real-time, in order to ensure sessions are dynamic, engaging and tailored specifically to you. We believe that the more interactive a masterclass can be, the more effective it is. You can pick any time of day that suits your team best, and you'll receive recordings of all our sessions to reference in the future or share with additional staff members.


Face to Face


Training Styles

We include a balance of both instruction and interactive, dialogue-led working groups to put theory into practice. Classes are specifically designed to weave in plenty of opportunities for discussions around practical implementation techniques, emphasising your organisation's strengths, and overcoming current obstacles and challenges.

Our masterclasses are typically delivered to small groups ranging in size from 5 people up to 15; however, we have also run training sessions for large groups of over 50 people, and we can offer individual training for more personalised attention.

One on One

Small Teams

Large Groups

Training Timetables

Jackfruit Marketing's Storytelling in International Education Masterclass lasts approximately 16 hours and our training is entirely flexible to suit your schedule. You can split the training up into 2-hour chunks which can be delivered over a few days, weeks or even months.


2 hours

Half Day

4 hours

Full Day

8 hours

Two Days

16 hours

Add Another Masterclass and Get a Bespoke Training Package

Our Storytelling in International Education course is one of four Masterclasses that we have designed specifically for the international education industry. We offer discounts for those who book multiple training courses and we can also mix and match topics to create a training programme completely customised to suit your needs and goals.


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Customise Your Training

Choose from our additional topics in
international education marketing

Meet Your Trainer

Jackie Kassteen IHWO Sofia 2018 presenting educational seminar

Owner and Managing Director of Jackfruit Marketing, Jackie Kassteen is a lateral thinker known for enabling others to help create opportunities around brand development and revenue generation. She has 20 years of marketing experience in international education, student travel, publishing, lead generation, retail, and financial services.

Jackie is an experienced consultant and a frequent plenary speaker at various global education events. As an professional trainer, she covers a range of topics in marketing, branding, storytelling, technology, disruption, strategic business development, customer profiles and behaviour, and international student recruitment.

Keynote Speaker, Popular Presenter and Proficient Trainer at Events Worldwide









Contact us to learn more about where Jackie has delivered this Masterclass or to discuss pricing and dates.

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