Advancement Series: Fantastic Advancement Stories and Where to Find Them

Presented on: Wednesday, October 27th at 12:00 PM EDT


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The best of modern communication uses techniques as old as cave paintings that recount dramatic hunts and heroic deeds. Great stories attract attention, engage readers, illustrate complex ideas, and inspire action. In this session we will explore the science of why stories matter, we will enjoy examples of great advancement stories, and we will discuss how you can find such stories through the time-honored art of the interview. 


Learning Objectives: 

Upon completion of this session, participants will be able to 

  1. Articulate why stories make an effective communications tool. 
  2. Identify what makes a great story and know how to use them in a variety of advancement communications. 
  3. Prepare for and conduct interviews to draw out great stories. 



As director of BYU Brand & Creative, Jeff McClellan leads a team of communicators in building the university's brand reputation. Together they create Y Magazine, the university’s quarterly publication for alumni, as well as BYU Speeches, a multichannel, multimedia content collection with more than 2,000 inspirational talks given at the university over the last 70 years. They also manage the university's brand and produce more than 400 other projects annually, from posters to fundraising reports to videos to commencement programs. Jeff enjoys creative collaborations with talented people and finds satisfaction in producing publications that have meaningful impact on the university and on individuals. He has degrees in journalism from BYU and Northwestern University. He enjoys playing the bagpipes and spending time in nature. He and his wife, Christine, have two daughters.