There are about 734 different types of videos out there—formats, styles, lengths, purposes. Many non-creatives assume video production is a one-size-fits-all process. That’s like assuming a moviegoer will enjoy every film they’ve ever seen. Not a chance. When I started my career, I was mostly editing webinar recordings and training videos. Simple stuff: screen shares, […]
Sticking to Zone of Genius Read More »
Working on any kind of content can be a challenge for school marketers. Content is already subjective, but it becomes even more so when it’s visual such as photos, video, web design. On top of that, schools usually require multiple layers of approval before anything gets published, especially content meant to reflect their brand. When
How to Align Decision Makers and Contact People to Avoid Miscommunication Read More »
I debated writing about this topic. It’s been almost a year since this incident. But for anyone searching for coaching and consulting this is an important topic to be very wary about. First, I want to bring up a little background before I dive into my story. In the video production/content creation world, there are
The Online Course/Coaching Misdirection World Read More »
For many schools, nonprofits, and brands, making a strong first impression matters. Whether it’s to drive new enrollment, donations, or sales, that first moment counts. And often, when these organizations invest in marketing, video is the go-to medium for their website. That makes sense. But not all videos are created equal. There are countless types
What’s a HERO Video and Why They’re Overrated Read More »
Back in the early days of YouTube, video marketing—and social media marketing as a whole—was still new territory. Having a single video on your website could dramatically shift your marketing efforts. At the time, only about 3% of brands were using video as part of their strategy, sticking to traditional methods that were already losing
Moving the Needle Forward with Video Content… or Not? Read More »
Nerd moment alert. I recently rewatched one of my favorite movies, The Island. I tend to revisit it every spring—it gets me in the mood for summer and for my southern travels this time of year. If you’ve seen the movie before, you’re probably judging my movie taste (fair enough). If you haven’t (spoiler alert),
“I’M TOM LINCOLN!” Why Your School Might Sound Just Like the Competition Read More »
During the pre-production process, some videos require interviews and authentic answers to help shape the narrative, while others need a detailed script. When a detailed script is necessary, it’s important to be aware of certain blind spots that often become apparent too late in the filming or editing process. Here are the most common blind
Scripting Blind Spots In Your Videos. Read More »
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
How to Repurpose One Video Into Multiple Pieces of Content Read More »
We made it past January! Gosh that felt like there were 56 days in the month…. Lately, I’ve been reflecting on a concept that’s been shaping how I think about challenges: puzzles vs. problems. In business, there are always obstacles to overcome—that’s the whole reason many of us started our ventures in the first place.
Puzzles vs. Problems Read More »
This is an update from a post I did in 2018. From communications directors at K-12 independent schools to nonprofit leaders, everyone recognizes how vital video has become as a marketing tool. With well crafted video content boosting conversion rates by over 68%, social media becoming more video-dominant, and search engines prioritizing websites with video,