About the Episode
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About the Episode:
What happens when storytelling stops being a side project and becomes the main event? In this episode, we talk with Kelly Peiffer, VP of Communications and Advancement at Manor College, to explore how stories drive not only connection but measurable enrollment results. Kelly shares how her team turned storytelling into the centerpiece of their marketing strategy, tracking its impact on applications, building collaboration across departments, and proving that authentic student and alumni voices can outperform traditional campaigns.
Join us as we discuss:
- [6:32] How to connect stories to KPIs and enrollment goals
- [12:26] Why collaboration is key for sourcing authentic stories
- [16:29] “You Belong Here”: Storytelling and student identity
Check out these resources we mentioned during the podcast:
- The Nest podcast
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for “The Application with Allison Turcio” in your favorite podcast player.
Episode Summary: How Manor College Uses Storytelling to Drive Enrollment
What does storytelling mean at Manor College?
At Manor College, storytelling isn’t an afterthought — it’s the core marketing philosophy. Kelly Peiffer describes how stories help reinforce the institution’s “family feel” and reflect the values of its predominantly first-generation commuter students. She views storytelling as timeless — a way to connect alumni from the 1980s to today’s applicants. From the beginning of her tenure as VP in 2020, Kelly made storytelling a non-negotiable part of every campaign, reinforcing authenticity with real student narratives, real photos, and real voices.
When did storytelling become a strategic focus at Manor?
The shift toward storytelling began with a powerful moment: a student intern named Reuben told Kelly that a single student story on the college’s outdated website inspired him to enroll. That testimonial solidified the power of authentic narratives in attracting students. When Kelly stepped into her leadership role, she built storytelling into Manor's institutional strategic plan, making it a documented marketing goal. Since then, they’ve increased story production by 130% — and seen a direct increase in created applications as a result.
How does storytelling support enrollment marketing goals?
Manor College intentionally connects storytelling to funnel performance. Stories are tracked and correlated with inquiry and application activity. For example, when stories are shared, the marketing team monitors whether they contribute to increased app starts or event attendance. And stories aren’t just shared passively — they're distributed intentionally through campaigns, open house materials, and podcast episodes. The college uses a hero's journey model, where students, not the institution, are the hero, and the college is their guide.
How are stories sourced and selected?
Sourcing stories is a team-wide effort. While the marketing team leads production, departments across campus are expected to contribute story leads. Kelly notes that consistent messaging during leadership meetings helped embed storytelling into the institutional culture — now, everyone from academic departments to athletics contributes potential stories. One of the standout examples is their Director of Marketing and Content, Anthony, a former journalist, who’s taken storytelling to the next level with short-form video and multimedia content.
How do you align stories with funnel stages?
The Manor team creates content series to align with key moments in the enrollment cycle — like their “New Blue Jay” series to combat summer melt or “Grad Stories” in the spring. Their podcast, The Nest, is used by admissions counselors as a storytelling tool to match with prospective students based on major, hometown, or background. This alignment helps make the stories not just inspiring, but actionable.
Can storytelling outperform traditional marketing?
Kelly argues that storytelling doesn't replace traditional marketing — it amplifies it. But in some cases, it absolutely outperforms. One example: a prospective student came to an open house specifically because she saw a story about a student ambassador, Natasha. That student later enrolled and credited Natasha's story as her main reason for choosing Manor. That’s the kind of result no postcard or billboard can deliver.
What advice do you have for small marketing teams?
With just a three-person marketing team, Manor proves that powerful storytelling doesn’t require big budgets. Kelly’s advice? Make storytelling your central focus and let everything else stem from it — whether it’s event marketing, ad creative, or alumni engagement. The key is collaboration: empower other departments to feed the story pipeline and stay laser-focused on showcasing real people and real impact. It’s not about doing everything — it’s about doing the right things well.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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