The Unconventional Storytelling Move that Helped Ohio State Expand Brand Storytelling Beyond Football

Why It Matters

The strategy demonstrates how a large institution can diversify its brand identity and deepen audience engagement by leveraging journalism‑style storytelling, a model other universities and health systems can replicate.

Key Takeaways

• Central storytelling site links multiple health system webpages
• Communicators act as journalists, sourcing stories from physicians and patients
• Longform profiles (1,200‑1,600 words) showcase human‑focused healthcare narratives
• Storytelling engine reinforces Ohio State brand beyond athletics
• Editorial systems prioritize quality over volume, driving consistent brand engagement

Pulse Analysis

Ohio State’s health system recognized that its iconic brand was tethered to athletics, limiting its reach in research and clinical arenas. To break this perception, Skip Hidlay introduced a dedicated storytelling hub that aggregates content from disparate departmental sites without replacing them. The hub functions as a narrative conduit, allowing the university to showcase breakthroughs, patient outcomes, and scientific leadership while preserving the existing digital infrastructure. This structural shift illustrates how institutions can create a unified brand voice without costly site consolidations.

Internally, the rebrand transformed the communications team into a newsroom. Rather than awaiting executive‑driven pitches, writers proactively identified physicians, researchers and patients whose work aligned with strategic priorities. By adopting journalistic techniques—interviews, deep‑dive profiles, and multimedia storytelling—the team produced long‑form pieces ranging from 1,200 to 1,600 words, rich with photos and video. This human‑first approach not only elevated content quality but also fostered a culture where storytelling is a core competency, not a peripheral task.

The results extend beyond richer narratives; they reinforce Ohio State’s broader brand equity. Audiences now encounter a multidimensional picture of the university—one that celebrates scientific innovation and compassionate care alongside athletic triumphs. For other large organizations, the lesson is clear: a centralized storytelling engine, coupled with a journalist mindset, can amplify brand relevance, drive deeper engagement, and position the institution as a thought leader across diverse sectors.