Part I of the School Video Deep Dive Series
We’re now in September! With classes back in session, the energy in schools is at peak excitement for the year. However, the conversation should never have to “return” to enrollment and admissions if a level of enthusiasm and interest is sustained throughout the year. This raises an important question: How are you using your school video marketing strategy to get prospective students and families aware and excited about your institution?
In this blog series, we will take a deep dive into how a robust video marketing strategy can improve enrollment and retention. We’ll explain in detail which videos you should add to your marketing armory, and how you can maximize their value. These are the same types of videos we recommend to our own school clients.
For this first blog, we’ll be focusing on the cornerstone of this strategy, the general admissions video.
What Is a General Admissions Video?
The general admissions video is the flagship of your marketing strategy. In this video, you’ll need to showcase the core of your institution, including values and unique offerings that set it apart. You should be highlighting school culture, value proposition, and extracurriculars. Most importantly, you should encapsulate the student journey and experience that’s promised to prospective families during the admissions process.
To start, capture a combination of staff interviews, student testimonials, and action shots that showcase the essence of life at the school. Focus especially on how teachers add to that experience and reveal what makes these educators excited to work every day.
Usually, general admissions videos should be between 90 seconds and 3 minutes long. If a video is too short, it could lack the substance that tells a compelling story. If it is too long, you might have too much “fluff” and lose the viewer’s interest. Extending beyond 3 minutes is justified, however, if you are expertly weaving together a fascinating story that keeps viewers engaged.
At the end of the day, the most important result is that a prospective family gets a gut-feeling about the school. This is the video that will determine if they want to continue learning more or not. They won’t decide to enroll their student right away, but this video will play a key role in capturing their interest so that they take further action.
The Role of the General Admissions Video in Marketing
On one hand, people think of marketing as casting a wide net and capturing as many leads as possible. On the other hand, an unorthodox way to think about good marketing is that it not only nurtures good leads but also turns away leads that aren’t the right fit. The latter can be an effective marketing framework for a school admissions process, when the end goal is not to drive revenue but to build and foster a community and culture. When creating and marketing this general admissions video, you shouldn’t be afraid to narrow in on what sets your school apart and which prospective families it serves.
For example, if the school serves students with learning differences or takes a different approach to student testing, your goal should be to market specifically to those families. Identifying which niche you serve will likely turn some families away, but it will save you marketing dollars and improve retention.
When it comes to marketing the video, make sure it’s accessible. Feature it at the top of your website’s homepage and pin it to the top of social media feeds. Direct site visitors to play the video by making it prominent enough to command attention, setting up a click-worthy thumbnail, and including a “watch video” graphic or a play button graphic.
Expert tip: Uploading a general admissions video directly onto social media platforms instead of linking it from other sites like YouTube or Vimeo helps promote more views.
Further, use this general admissions video to engage in more targeted marketing. Send it out in your direct email marketing campaign as an introduction for prospective families and a way to nurture leads. You can also use the video for advertisements such as pay-per-click (PPC) Google ads in combination with a landing page, or Facebook ads. Finally, don’t forget to use this video at events such as open houses, which will help set the tone for the event and encourage discussion.
Start Your School Video Marketing Campaign
Your general admissions video is a solid foundation on which to build the rest of your video marketing campaign. Other types of videos for the school, such as those that highlight sports and special extracurricular programs, should all follow the lead of your first video with tone and themes.
If you had to only create one type of school marketing video, the general admissions video would be it. However, at Monzo Media Productions we strongly encourage clients to build a suite of videos, and therefore a marketing funnel, that will attract and nurture leads. If you’re interested in learning more about creating a great general admissions video and marketing campaign for your school, contact Monzo Media Productions today.