Over the past eight years working with independent schools, we’ve refined our approach to pre-production for school marketing videos, particularly for the general admissions video. These videos serve as the flagship piece of marketing for many institutions (or at the very least should!), so our process involves a thorough dive into each school’s unique brand and identity. We collaborate closely with school teams, examining everything from their values to their messaging, to create a piece that resonates authentically with prospective families.
One of the most important yet often overlooked aspects of this process is defining the school’s value proposition. When we reach this step, it’s common to see marcom leaders struggle to put the value proposition into words.They know what makes their school great but they’re often unsure what makes their school truly unique: Is it the state-of-the-art STEM lab? The warm, close-knit community? The innovative teaching methods? While these are all great features, they don’t really capture the essence of what a family is looking for in a school.
In simple terms, a school’s value proposition should answer this fundamental question: “Why should my child attend this school?” This question goes beyond just describing the facilities or programs. It’s about conveying the heart of the school’s mission and why it stands out as the best choice for a child’s education and growth.
Through our work, we’ve started to see a common theme emerge around one essential concept: safety—not just physical safety, though of course that’s crucial, but psychological safety. This form of safety is about creating an environment where students feel secure enough to take intellectual and personal risks. It’s the kind of safety that empowers a student to make mistakes without fear of judgment, to express themselves freely, and to try new activities like sports, art, or clubs without apprehension.
Research backs up the importance of this psychological safety. Numerous studies show that when individuals—whether students, employees, or others—are in environments that prioritize psychological safety, they perform better, collaborate more effectively, and ultimately achieve higher academic or professional outcomes. When students feel they don’t have to put up defensive walls, they’re free to explore, connect, and grow to their fullest potential.
But while establishing psychological safety is critical, showcasing it on screen can be challenging. How do you effectively communicate the unique environment of safety your school provides? And how do you differentiate it from other schools that also claim to be “safe spaces”?
The key lies in social proof—authentic stories and testimonials from your school community. Featuring voices of students, parents, and alumni can vividly illustrate how the school has impacted them. Have students discovered a passion they wouldn’t have explored elsewhere? Have parents seen their children grow in confidence and curiosity? Did alumni develop skills and insights that continue to shape them today? These testimonials are powerful evidence of the school’s environment and its impact on students’ lives.
Parents are seeking a place where their children can thrive academically, socially, and personally. While children can learn facts and figures mostly anywhere, they need the right environment to truly unlock their potential and grow into engaged, thoughtful citizens of the world. By focusing on the value of psychological safety, schools can make a compelling case for why they’re uniquely equipped to support students in ways that go beyond academics, creating a lasting impact that resonates with families looking for more than just a place to learn. Video marketing has that ability to showcase the safety that schools bring to the table, and you can do it in so many different types of video content, not just the general admissions video.
If you want to learn more about how to showcase your schools value feel free to reach out at joe@monzomediapro.com
