Part III of the School Video Deep Dive Series
In part three of our school video deep dive series, we’re going to focus on the concept of “social proof” as a way to promote your school. Specifically, we’re going to explain how to showcase various success stories by highlighting student and parent experiences in a marketing video. These videos, which we’ll refer to as “student-parent experience videos,” focus on both the experience and transformation that families can expect if they choose to invest in their student’s education through enrollment.
How these videos take shape largely depends on the values and priorities of the school. For instance, parents may choose enrollment in hopes that their children become more adjusted, successful students. In that case, your school marketing videos should emphasize transformation through education. On the other hand, if your school focuses on offering a loving and nurturing environment, then your marketing should highlight the emotional experience of the school community. Regardless of exact messaging, these school videos ultimately fulfill a family’s need to hear from other families about their experiences before they commit.
What Is a Student-Parent Experience Video?
A student-parent experience video is simple yet open-ended. In 3 minutes or less, this video should highlight what it’s like to be a student and parent at your institution using testimonies and relevant footage. This asset within your school video marketing campaign should follow the lead of the flagship general admissions video by carrying out the already-established themes and values.
The student-parent experience videos should speak to both students and parents because the opinions of both work together to create a compelling narrative. Students understand the experience of your school firsthand, while parents invest their money and time into helping their children thrive. Typically, parents like hearing from other parents about their experiences, and students likewise appreciate hearing from their peers.
There is a lot of room to get creative and tailor the student-parent experience video towards your school’s priorities. It can be helpful to take stock of inspirational success stories in your community and identify any trends or common themes. Keep in mind that this video should target the specific type of family that your school focuses their marketing efforts on, so the success stories should be relatable to that audience.
Types of Student-Parent Experience Videos
The key to successful student-parent experience videos are powerful, sometimes emotional, interviews with students and parents. Beyond that, the video can follow a few different formats. Which format you choose will depend on the kind of success stories you have in your community and whether you have leftover footage from filming your general admissions video (evergreen video assets) that you can incorporate.
One way you can frame your student-parent experience video is to think about it through the lens of the arts, academics, or athletics. For example, if there are students that found refuge in your school’s art program or turned around their grades because of your exceptional academic offerings and excellent faculty, then the video can focus on the students’ experiences in those programs.
How many student-parent experience videos you choose to produce is entirely up to you. Some school marketing campaigns might be more effective with multiple videos that cover various stories, programs, or grade levels in-depth. On the other hand, you can choose to have one video in which you compile several testimonies into one overarching theme. Ideally, your video production company will have developed a video marketing plan with you prior to filming and helped you prepare the school for a video production.
If you have a very strong singular story you can focus on, you could make a video just about that one family. Ideally, this video would be a few minutes long and show the transformation of the family in a three-part structure (the family’s situation before, during, and after their experience at the school). This type of video is especially powerful if the family is representative of a target audience that would relate to the message.
Repurposing Student-Parent Stories for School Marketing
Once you have finished your student-parent experience video, you can maximize its value by sharing it across multiple channels. First, you should ensure that your video is properly featured on your school’s website. Then, you can distribute it through targeted Facebook advertisements, email marketing campaigns, and even at open houses.
Ready to begin creating student-parent experience videos for your school’s video marketing campaign? Contact Monzo Media Productions today to set up a consultation about your school video marketing campaign.
Getting started on filming for your main marketing video is exciting, but before you dive in, you might want to consider the opportunities of what you’re about to capture. You might have thought that film day preparations ended with setting up plans for this one video, but you’d be doing yourself and your brand a disservice to not think further ahead.
As part of your overall marketing strategy, you should be integrating this video into a solid sales funnel or enrollment funnel set up for your school, nonprofit, or business. Whether you’re looking to get more leads, increase sales, improve enrollment, or promote more fundraising opportunities, creating “evergreen” video assets — as in repurposing content used or not yet used — will set your organization up for continued success while saving time and money on filming.
Creating evergreen video assets is a matter of identifying what you should film and edit so that you have a bounty of usable footage for future videos. Properly build up evergreen video assets during your film day(s) by keeping the following tips in mind during your pre-production, filming, and editing processes.
Planning During Pre-Production
As you’re looking to create assets that will capture your brand identity and achieve conversions, you should be doing ample research on your film location and the people you’ll be interviewing. While you think ahead about actions, events, and wide location shots that you can capture on film to build up valuable B-roll footage, you should also compose interview questions that will elicit both general and specific comments from interviewees with future video subjects in mind.
For example, if you are filming a marketing video for your private school, you’ll probably have a list of students and faculty to interview. You’ll of course want to get their comments on their experience at the school, but you’ll also want to ask questions targeted towards their expertise and interests. If you interview a student who is very involved in the music program, you should ask them about their experience playing in band and plan to shoot B-roll footage of the music department. You might not use this footage for the first video, but these shots can be utilized for other content.
Staying Flexible While Filming
A general rule of thumb for film day is that you should get more footage than you believe you’ll ever use. Once filming is over and you sit down to review the footage, you’ll likely realize that there are many options to work with, but for this particular subject, a majority won’t be needed for the first video you produce. That doesn’t mean your film day was a waste, but rather you can use that footage for future video content to improve your sales funnels. Maintain this mindset as you film throughout the day, and don’t be afraid to think on your feet. Stick to your plans to capture footage for your first video, but think about all the footage as reusable in the future.
Make sure to capture enough shots of the location and the activities that take place there. As you interview people, notice whether they’ve said something really interesting that can branch off to become its own video. For instance, if a teacher mentions how they’ve integrated technology into their classroom, make sure to get footage of computers and other equipment in the school.
Editing with Potential Content in Mind
Once you sit down to edit, you’ll realize you have hours of footage for only a 2- to 3-minute video, and that’s great news. Not only will you be able to pick out the best shots for your first marketing video, but you’ll be able to shelve hours of content for future use.
As you go through each shot, think about the content in different lights. Does this interviewee have something really unique to say? Ideally, you would have planned ahead for this scenario and captured relevant B-roll footage, but sometimes people have surprising answers to questions. If you didn’t capture enough relevant footage, you can still use their soundbite as a short video for social media, email marketing, or other lead-nurturing content.
Fill Your Content Vault with Evergreen Video Assets
When you’re going through the video production process, it’s essential to plan ahead and remain flexible. Whether you have one day to film or a whole week, you can properly plan and film with evergreen video assets in mind.
To fully utilize your filming time, you can hire experienced professionals who prioritize your marketing plan and set you up for success. Monzo Media Productions is passionate about telling your story and helping your organization achieve its goals.
Ready to tell your story? Connect with us today to maximize your video content production and optimize your audience reach.
After all the days, weeks, hours, whatever amount of time you put into your video…Congrats! You are almost done! But there are still a few more items to attend to finalize the video and start using the video for your marketing.
- If you haven’t yet, make sure you get your color grade on point and finalize any last-minute sound fixes (even levels)
- When exporting your video you might need to export a few different versions with different codecs depending on where the video is going. Most likely it will be going on a few different platforms and some of these platforms have different codec requirements.
- Make sure you grab a couple of different thumbnail graphic (stills) options from the video. You can test them out to see which ones perform better.
- Wherever you are uploading them to the cloud make sure all the people who need access, have access to it, whether it’s dropbox or google drive or something else.
With the video all set it’s now time to start using the video for your marketing. We’ve come full circle since the initial pre-production process and most likely during that process, you had some initial ideas as to where the video is going to be used. This is where you finalize that plan and start implementing it. Consider these points:
- What are the best practices for uploading this video to the various platforms? Does each platform have different suggestions or requirements?
- Utilize captions for all of your platforms when possible. You can check out our other articles on social media video marketing to learn more about that and your options.
- Depending on your audience you may favor or focus on one platform over another. That’s okay!
- Figuring out how you are going to track the data on the video is important too. With organic options sometimes that’s a bit difficult. Using Facebook ads or other social media paid ads is a great way to not only expand your reach but get very clear numbers in how your video is performing.
You can learn more about specific video marketing tips on our blog. They range from where to put them on your website, email marketing, social media, and more! Remember video is not just a one-and-done thing. The best way to get the most out of your video for your business or organization is to have a multi-video strategy. You can check out our blog also types of videos to create for your business or organization.
Now go out there and tell your story!
Video Production Process Series
To kick off our series on how to rock video as part of your content marketing strategy, we’re going to talk about how to get your video assets to complement and feed into your biggest online asset: your website. I’ll be sharing tips, tricks, and industry secrets to drive more business with video, so watch this space for future installments.
Branding videos can serve as the flagship of your marketing strategy and campaign, if you execute the right way. Your branding video is your handshake–it’s your opportunity to introduce your brand, company, and services to prospective customers, and you have to make a good first impression if you want a second meeting. All other aspects of your marketing strategy should tie into this essential piece. A successful brand video will put a face to your business and help potential clients relate to you and your unique identity. Here, we’ll provide some useful tips to effectively use a brand video on your website and optimize that “hello” to turn your audience into customers.
Positioning Your Video on Your Website
You need to strategically place your brand video so that it draws the eye of the visitor on your page. You want to make sure that the video is placed above the fold on your homepage so that visitors don’t have to scroll down or click a link to another page in order to view it. Accessibility can be a determining factor in whether or not someone actually views the piece, so you want to make sure that it’s as easy as possible for your audience to reach. Remember, your viewers won’t search around for your content–you have to deliver it with a bow on top. Respect your site visitors’ time, and make it easy for them to find.
While Autoplay has changed the game on social media sites like Facebook, LinkedIn, and Instagram, it’s a big unwelcome distraction when used on your website. If your brand video is your hello, then using Autoplay is like breaking into someone’s house instead of knocking on the door.
When you visit a new site and you hear noise in the background, your first inclination is to immediately find the source and stop it from playing. This feature intrudes on the experience of your visitors and greatly decreases the chances of them engaging with your content. They need to make the decision to click the play button of their own volition, and forcing them to interact with the video when they first enter your page is a poor strategy (and, to some, an offputting one.)
Choose Your Video Thumbnail with Care; Avoid the Default
Since you shouldn’t force viewers to watch your video, you need to entice them into doing it. Choosing the right thumbnail is vital to achieving that. A thumbnail, as the name implies, is the small still image that you see on a video before you hit play. This image is the first entry point for potential viewers, and if your thumbnail looks uninteresting, there’s a much lower chance of them actually playing your brand video.
You need to take care in selecting the still image, and not just use YouTube’s default. Choosing an image of a person in mid-speech, for example, is much less appealing than an up-close shot of a product or demonstration. You want your thumbnail to be as eye-catching as possible, so take the time to evaluate whether or not your image is sending the right message and get feedback from others (like a video professional).
Should You Use a YouTube Link or Embed to Your Website?
Deciding on whether or not to upload a YouTube link of your brand video to your website or embed it directly depends entirely on your goals and business needs. Embedding the video onto your site has an increased impact on SEO rankings, whereas a YouTube link is much easier to upload and provides viewers with an avenue to explore other video content on your channel.
Include a Short Description Next to Your Video
Including a short description next to your brand video is another marketing tactic you can use. This provides the visitor with some insights regarding the content they’ll be viewing and might make them more inclined to click the play button. Alternatively, you can also provide a brief description of your company or simply a list of services. Any text you can add can help with your SEO, as well.
Stay tuned for more video hacks and marketing strategies, and give me a call if you’d like to talk about how to execute this advice for your own website.
Include the link to the post on embedding videos here.