Meet Busy Beth and Skeptical Sam: How to use persona-driven admissions marketing to differentiate your school through purposeful storytelling. What do you do when what you *believe* to be your school’s differentiators aren’t *actually* very different from your competition? You shift your focus to purposeful storytelling. In this session, we will share how Rectory School followed the lead of purposeful storytelling brands like Airbnb and Apple to create emotional connections with right-fit prospective families. Learn how to develop personas that drive storytelling direction. Then, be inspired by how editorial photography combined with narrative copy—based upon student and family experiences—creates meaningful and memorable ways to demonstrate your school's unique value.