Every photo taken at sports day, every alumni story shared on LinkedIn, every video of a school concert... that’s tomorrow’s archive. Yet most of it will be lost. Schools and universities often assume history will somehow preserve itself, but digital clutter and platform fragility mean today’s memories risk disappearing before they become tomorrow’s heritage. This article explores the concept of the living archive: a proactive, technology-enabled approach to capturing and curating school or university life as it happens.

Parents aren’t just reading brochures anymore, they’re asking AI: “Where will my child belong?” If your school’s authentic stories aren’t visible and discoverable, you risk being invisible to the very families you want to reach.

In a crowded education market, facts alone don’t drive enrolment decisions, feelings do. Families want more than prospectuses and league tables; they want to know what life at your school really feels like. Story-first marketing, powered by authentic voices from students, alumni, and parents, builds the trust and emotional connection that turns curiosity into enrolment.

Generic newsletters won’t cut it. With alumni expecting relevance and emotional connection, personalised content has become essential to meaningful engagement. Discover how segmentation, storytelling, and smart tools can help you build stronger relationships and drive better results, without overwhelming your team.

In this article, we explore how to turn your archival content into short, engaging video stories that capture attention, spark emotion and build meaningful connections with alumni, donors and future students. From selecting the right content to matching formats for Instagram, LinkedIn, YouTube and beyond, discover practical tips to make your school or university’s history a powerful, shareable digital asset.

Inspired by Irfan Latif’s keynote at AMCIS 2025, this article explores why authenticity is now central to school marketing, and how to achieve it through real stories, digital archiving and community-powered storytelling.

Planning a 50th, 100th, or even 150th anniversary? This article is packed with creative and practical ideas to help you celebrate in ways that are meaningful, engaging, and built to last.

From digital archives and alumni storytelling to immersive virtual tours and legacy campaigns, discover how to turn your next big milestone into a celebration with lasting impact.

From Apple’s iPod revival to Ford’s tribute to the classic Mustang, leading brands are using nostalgia to spark emotional connections and drive engagement. By celebrating their history through storytelling, they engage audiences across generations.

Schools and universities can do the same, tapping into their heritage to deepen alumni relationships, boost fundraising, and create a stronger sense of community. This article explores standout brand campaigns and the lessons they offer for the education sector.