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 »
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,
The Target Audience: We’ve All Been ThereAs professionals in independent school marketing and communications, we all know the importance of defining a target audience. The saying, “If you market to everyone, you’re marketing to no one,” rings true—and for good reason. Many schools dedicate countless hours to honing in on this audience: identifying where they
As the marketing communications director at an amazing independent school, you juggle countless projects to showcase your institution’s strengths. From branding and website support to targeted ads and social media, you rely on outside vendors and partners to help. And for most tasks, where these partners are located hasn’t mattered much—remote collaboration tools like Zoom,
Local Crew or Fly Out a Video Production Company for Your School? Read More »
Bias always plays a role because the human mind naturally favors some things over others. In video marketing, it’s no different. As a marketing tool, it can be particularly challenging since video is such a subjective medium. So, as a marketing communications director for an independent school, how do you prevent your biases from shaping
How to Keep Bias Out of Your School Video Marketing Read More »
“I only want the raw footage.” I hear this from schools, nonprofits, and brands pretty often. But let’s talk about why you might want the raw footage in the first place. The reasoning can vary: sometimes organizations have an in-house editor, sometimes they work with a separate editing team, and sometimes they just think they
Requesting Raw Footage Only Read More »
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
Safety as a Value Proposition For Your School Read More »
As video marketing continues to rise in popularity, many brands initially turned to outsourced videography vendors to fulfill their needs. However, with the growing demand for frequent and diverse video content, some organizations have begun bringing videographers in-house. Let’s explore the pros and cons of hiring an in-house videographer versus partnering with a trusted, outsourced
Hire Videographer In-House vs Outsourced Read More »
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