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The Art and Science of Storytelling

The Art and Science of Storytelling Workshop, at Clemson University, Clemson SC

A one-day workshop for higher education writers, designers, photographers and videographers in the Upstate

August 9, 2017, 8:30 a.m. to 4:30 p.m.
Watt Family Innovation Center
Clemson University

Before the advent of language, humans have been telling stories. From cave paintings to YouTube videos, stories have intrigued and inspired us.

As visual and verbal communicators, our job is to tell the stories of our institutions in ways that connect with our “consumers” on an emotional level, to inspire feelings of loyalty and generosity and engagement.

No matter how technologically sophisticated we get in our communications, it all still comes down to telling a good story. This workshop will provide a hands-on approach to identifying what story to tell, how to tell it and then how to keep telling it, in support of our institution’s brand as we support admissions, alumni and fundraising initiatives.

This workshop seeks to bring writers, designers, photographers and videographers together for an interactive and collaborative workshop that includes presentations, conversation and discussion, collaborative team assignments, and feedback from the presenters and from peers to enable us to more effectively tell our institutions’ stories through print and digital means.

View Event Presentations

Joel Jones, Visual Storytelling Fritz McDonald, The Art of Visual Storytelling

View list of Attendees Download a Schedule

Who should attend: Higher education writers, designers, photographers and videographers in Upstate South Carolina

How much: No charge. Sponsored by a CASE III Innovation Ideas Grant, the Watt Family Innovation Center and Clemson CoCreate. Registration is required


  • Fritz McDonald, create20 Communications

    Fritz McDonald at Clemson University, Clemson, SC Fritz McDonald is principal and owner of create20 Communications, a consultancy specializing in creative communications for brand, digital and social. He has more than 25 years of experience developing strategic creative communications for higher education, corporate and non-profit clients. He earned his bachelor’s degree at UCLA and an M.F.A. from the University of Iowa Writer’s Workshop. A former vice president for creative strategy for Stamats Inc., Fritz has created marketing and admissions communications, digital and social media strategies, and branding programs for colleges and universities across the U.S. Able to craft ideas and content as well as lead creative teams, he is particularly skilled at developing creative communication strategies that achieve client goals across numerous media in powerful and effective ways. His clients have included St. Olaf College, Furman University, Villanova University, the University of California, San Diego and the Harvard Medical School, among many others. His creative work has won more than 40 American Advertising Federation ADDY® awards and been recognized by CASE.

  • Joel Jones, Associate Vice President, Creative Services, Stetson University

    Joel Jones serves as the creative and brand lead for Stetson University, inspiring high-impact marketing and communication strategies with award-winning results. He has crafted a compelling brand identity that drives awareness, desire and engagement across multiple channels including web, print, social media and direct response. He promotes a collaborative approach with internal clients and external agencies in defining and realizing aggressive marketing and advertising goals. As a working creative, he manages and motivates cross-functional teams, provides innovative data-driven marketing strategies and project leadership across the institution — with record-setting results. Recently, he has been doing work around shifting the approach/narrative for Gen Zs from what most colleges are doing, which is still Millennial based. The great thing, he says, is that Gen Z responds and engages with storytelling. The bad thing is they do it very differently from Millennials (and Gen X on the graduate/alumni level).

    Joel Jones, Associate Vice President, Creative Services, Stetson University

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