Orientation is the first real opportunity for your institution to tell its story and for students to begin to understand how that story resonates with them.

When designed with purpose, orientation moves beyond schedules and policies to become a brand-defining moment that fosters belonging, pride, and connection. In a time when so many students report feeling isolated or unsure of where they fit, creating an orientation experience rooted in identity and values is one of the most powerful steps schools can take to improve engagement and retention.

Orientation as a Storytelling Platform

The first days on campus set the tone for everything that follows. In-person orientations aren’t just icebreakers and tours; they are live, immersive experiences that show students who you are as an institution. Faculty introductions, opening events, and the rituals of welcome week all communicate your institution’s culture and priorities.

For online orientations, the stakes are just as high. Digital modules and onboarding platforms form those first impressions, often before a student sets foot on campus. If these experiences feel generic or transactional, students risk seeing your institution as interchangeable. But when digital modules highlight your origin story, mission, and “why,” they plant the seeds of belonging even at a distance.

Embedding Identity in Every Touchpoint

Every detail of orientation is an opportunity to reinforce identity. The words you use, the visuals you share, and the tone you set should all align with your brand guidelines and institutional values.

• In-person materials: Branded name tags, signage, orientation packets, and even the stage backdrop can reflect your unique colors, typography, and personality. When students see these elements consistently, they begin to internalize your brand as their own.
• Online platforms: The design of login screens, dashboards, and modules should match the look and feel of your broader website and digital presence. Messaging that emphasizes inclusion, innovation, tradition (or whatever values your school holds highest) helps ground students in your identity.

When orientation is cohesive in its  design and messaging, students don’t just learn where to go or what to do; they begin to really feel like they’re a part of something.
‍

Creating Emotional Connection

Orientation is also a prime opportunity to spark pride and emotional resonance. Storytelling and branding are tools for building trust and belonging.

Introducing shared rituals, traditions, or symbolic acts early on can have an outsized impact. Whether it’s a candlelight walk, signing a class banner, or learning the alma mater together, these “moments that matter” give students a sense of participating in something larger than themselves. 

When students see their school not only as a place to take classes but as a community with a distinct identity, they begin to carry that identity with pride.

Digital and Hybrid Orientation Tips

Even in digital or hybrid contexts, orientation content should feel personal, connected, and true to your brand. A few strategies include:

• Video storytelling: Use short films featuring alumni, faculty, or student leaders sharing the institution’s history and mission.
• Social media campaigns: Highlight traditions and student stories leading up to arrival day to create anticipation and belonging.
• Consistent messaging: Emails, reminders, and platform content should carry the same voice and tone as in-person materials, making every channel a reinforcement of your brand story.

The medium may change, but the message must remain consistent: this is who we are, and now you’re a part of it.

Measuring Impact

How can you tell if your orientation is truly telling your institution’s story? The answer lies in measurement. Post-orientation surveys can be tailored not only to ask about logistics and satisfaction, but also about brand perception. 

Do students feel like they understand the school’s mission? Do they feel proud to be part of the institution? Are they beginning to identify with its values?

Feedback can also be gathered informally through focus groups, social media engagement, or even the language students use in peer-to-peer conversations. These insights can guide refinements, ensuring orientation continues to be a brand-defining experience year after year.

Carrying the Story Forward

Orientation is the beginning of a student’s relationship with your institution’s story and identity. By embedding brand values into every touchpoint, introducing meaningful traditions, and leveraging both in-person and digital platforms, you can transform orientation into a moment of connection and pride. 

When students feel aligned with your mission and included in your culture, they’re far more likely to stay, succeed, and ultimately carry your institution’s story into the world as lifelong advocates.

‍