If your school is using video to support marketing and admissions efforts, you likely started with a general admissions video. These videos are powerful tools for sharing your school’s mission and values. They typically involve multiple interviews, B-roll footage, and hours of content captured over several days.
For example, take this general admissions video—it’s only three minutes long, but we had hours of footage collected over three days. That means there are plenty of opportunities to repurpose the content. We can either break the existing video into smaller clips or use unused footage to create entirely new videos.
Choosing a Repurposing Strategy
The right approach depends on your goals. Let’s say your focus is brand awareness. You can take two or three short segments from the admissions video and use them for Meta ads (Facebook and Instagram). These clips can act as teasers, introducing key aspects of your school while driving viewers to learn more. A slight rework of the messaging and a strong call-to-action (CTA) can make these snippets highly effective.
If you have plenty of good unused footage, there are even more possibilities. Sometimes, great content doesn’t make the final cut of the main admissions video simply because of time constraints. That footage can be repurposed into content that fits a new theme.
For example, from the admissions video we referenced earlier, we used extra footage to create a separate piece focused on social-emotional learning: Watch the video here. This video found a home on a different page of the school’s website and was also used in lead nurturing emails and retargeting campaigns.
Maximizing Your Investment in Video Production
One of the biggest advantages of repurposing content is that it saves both time and money. You don’t need to schedule a new shoot—you already have the footage. The main expense is editing, which is far more cost-effective than filming from scratch. If you’re curious about how this approach saves money, check out this blog post on video marketing pricing.
Planning Ahead for Better Content Repurposing
Repurposing content isn’t an afterthought (Although there have been those opportunities), it works best when planned in advance. Before filming, we work closely with schools to map out their goals and potential deliverables. This allows us to structure the shoot to capture content that can be used in multiple ways. Many of our school clients approach video production with this mindset, allowing them to maximize their budget while creating high-quality assets that align with the family enrollment and admissions journey.If your school is investing in video take advantage of the opportunity to scale and leverage your footage strategically. With good planning, you can turn a single shoot into a video enrollment funnel helping you engage prospective families across multiple stages of the admissions funnel while making the most of your budget.
If you ever want to chat about video marketing for your school, feel free to reach out to me at joe@monzomediapro.com
