Part IV of the School Video Deep Dive Series
Your school’s video marketing campaign is made even more powerful when it’s broken down into a set of topic videos, each one offering an inside look at different aspects of the student experience. Part of this process is keeping your target audience in mind. While general admissions videos encapsulate the heart and soul of your community, school program and curriculum videos offer an opportunity to speak directly to your targeted prospective families even more.
Publishing a set of these videos as part of your campaign can help families who are interested in specific programs discover your school through online search, and learn more about your curriculum, faculty, and the student experience.
Here’s how you can take advantage of school program and curriculum videos as part of your marketing strategy.
What Is a School Program Video?
A school program video goes into more depth about a program within your school’s curriculum. While the general admissions video is more of an overview of the schools core offering and value, program videos help families further explore the departments and activities that are most important to them.
For example, you could choose to highlight the performing arts program in your curriculum with a dedicated video. In this video, families can learn about performing arts classes and events, and meet the teachers and faculty directly involved, without actually meeting them (yet!).
Generally, school program videos are short, sweet, and concise, providing just enough information to intrigue families. A brief overview of what parents and students can expect from the program will suffice. At the end, the video should prompt families to contact the school for more information.
How Do School Program Videos Add to My Marketing Campaign?
Program and curriculum videos are important and effective because they narrow down the audience and target families with specific interests. Families who are particularly excited about one program, such as theatre or the science department, can be spoken to directly. In doing so, you’re giving them all the important information they need to move forward in the enrollment process.
By adding program or curriculum videos to your video marketing campaign, you can also dive into the heart of your school and introduce teachers that students will interact with every day. Previously, teachers added their thoughts about the school in the general admissions video, but in the program video, this is their chance to shine. Families get to virtually “meet” these teachers before they meet in person, and teachers can make their best first impression.
Overall, program videos humanize the school and break down key topics or concerns that families can more comfortably approach. As a result, they’ll become confident in the school, programs, and teachers, knowing that their students are in good hands.
How Can I Produce an Effective School Program Video?
One of the great aspects of producing a school program video is that the format is open to interpretation. These videos break down your school into parts that families can explore with ease, but how you present your school is up to you.
In other words, you could create a separate video for all the main programs at your school, offering one for academics, one for athletics, and some for extracurriculars. If you’d like to do something different, you could focus each video on a separate grade level or range of grades, covering the curriculum for lower, middle, and upper schools. Regardless of your choice, the most important point is to help families enter into the school experience and understand what to expect.
Another thing to keep in mind is the kind of footage you use. Many other school marketing videos have been best formatted as a combination of interviews and B-roll, but that doesn’t have to be the case here. You could have one of your teachers explain the program while presenting footage of the classrooms or events involved. You could also have a walk-through video of the program’s space. Get as creative as you’d like!
Build a Powerful School Video Marketing Campaign
As with other types of videos, producing school marketing videos means you’ll have a vault of marketing assets that you can use across channels and at events. Adding videos that address specific programs or classes to their respective pages on your school website should help your website rank better in search engine results. To learn more about how school programs and curriculum videos can improve your marketing strategy, contact Monzo Media Productions today.
