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U.S. Bank, Est. 1863: Storytelling for a special event

Strategic Communications & Storytelling Summit

Monica Wiant

Follow a Map

Building buzz on our Intranet home page

Doug Stevenson's 9-Step approach:

1. Set the scene: Where, when, what?

2. Begin the journey - What are you attempting to do?

3. Introduce the characters - Describe the main characters visually.

4. Encounter the obstacle - What goes wrong?

5. Overcome the obstacle - What did you do? What was your process?

6. Resolve the story - How did things work out in the end?

7. Make the point - Use a "phrase that pays" to teach the lesson: short, memorable, starts with a verb.

8. Ask the question - Make the story relevant to the listener or reader.

9. Repeat the point - Challenge the listener to take action.

Storytelling Tips

Get personal.

Stories need characters.

The important details aren't always interesting.

The interesting details aren't always important.

By the Numbers

"In 1993, I graduated from college and traded my Doc Martens and flannel shirts for a power suit, a Hillary Clinton haircut, and a job at a bank."

Speak the Same Language

January 2013-May 2013:

258 stories submitted

57 semi-finalists reviewed by panel

14 finalists to CMO & CEO for judging

2 Grand Prize winners

More than 100 entries in the first week

"My banking career began in June 1993, when I graduated with a B.A. in Economics from the University of Minnesota and started working as a mortgage analyst at First Bank of Minneapolis."

July 2013-September 2014

100+ stories submitted

2 stories/week in "Our Story" section

Most likes & comments of any section

Paula, Est. 2010

Mortgage Loan Originator

Omaha, Nebraska

Celebrating 150 Years

The Typical Employee Story

Questions That Elicit (Good) Stories

Describe the moment when you realized what your job at U.S. Bank was really about.

Tell us about your most memorable day at work.

Have you ever made a customer's dream come true?

Dawn, Est. 2002

Asst. Branch Manager

Rock Falls, Ill.

I started working at Star Bank in 1998 as a teller. I was promoted to teller coordinator after my first year, spent 8 years as a banker and assistant branch manager, until being promoted to branch manager in 2010.

Star Bank became Firstar, which then became U.S. Bank. The name on the sign may have changed, but our values have always been the same - We love our jobs and our customers!

My branch team is more like a family. It's been a fantastic 15 years!

1863: First National Bank of Cincinnati charter signed

1866: The Colorado National Bank founded

1902: United States National Bank of Portland, Oregon merged into the Ainsworth National Bank of Portland, keeping the U.S. National name and forming the holding company U.S. Bancorp.

1929: The First National Bank of St. Paul and the First National Bank of Minneapolis formed the First Bank Stock Corporation.

Lesson #1: Ask the right questions.

Lesson #2: Offer writing tips.

Lesson #3: Give readers a role.

Lesson #4: Celebrate the winners.

Lesson #5: Keep the door open.

Sharon, Est. 2007

Cash Services Coordinator

Reno, Nev.

William, Est. 1984

Application Support Analyst

Minneapolis

  • Charters
  • Mergers
  • Acquisitions

Step off the rainbow path.

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