General

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“I’M TOM LINCOLN!” Why Your School Might Sound Just Like the Competition

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), […]

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How to Repurpose One Video Into Multiple Pieces of Content

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

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Crafting Impactful Video Marketing Strategies for K-12 Independent Schools and Nonprofits (2025 Edition)

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,

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Internal Identity vs. External Identity: Why It Matters for Your School’s Video Marketing

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

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Local Crew or Fly Out a Video Production Company for Your School?

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,

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Hire Videographer In-House vs Outsourced

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

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