The secret to creating an effective school video is focus.
That doesn’t make it simple though. Read on for insights on which areas to concentrate and how to streamline the project. Schools often juggle competing priorities, so time is of the essence.
Focus on your message
What do you want your school video to achieve? It might be an alternative to a face-to-face open evening or part of an enrolment drive. Having a clear goal means you can tailor your video messaging to achieve this outcome. If your leadership team isn’t in agreement, you may be disappointed in the outcome.
A clear message also means understanding your audience, and their hopes and concerns. It means articulating what your school can offer new pupils. Not just the core curriculum or tasty lunches, but that special something that’s unique to you.
Once this structure is in place, creativity can flourish. But creativity without a plan can end up going off on a tangent. At Blue Apple Education, we love to unearth the remarkable story of each school. We combine creativity with technical skill and marketing know-how. All so that your school video can authentically reflect your school community – and deliver a return on investment.
Focus on your plan
With some great ideas on the cards, it’s time to get planning. It can be tempting to jump right in, as time is always in short supply. But since filming usually takes place during a single school day, there isn’t much margin for error. Creating a script and storyboard will pay off later.
Scripts and storyboards are a great way to get feedback. Having different perspectives gives you a preview of how your video might be perceived. You can then make any changes necessary to ensure you achieve the desired outcomes. It’s also a good way of getting everything in place for filming.
If this is starting to sound like a lot of work, we’re here to help. Our communications specialists facilitate relevant workshops and discussions. We also offer project management and all the other elements needed.
How long should your video be? There’s no hard and fast rule. But data from social media platforms shows that less is more. Rather than planning one long video, it’s better to aim for around two minutes. Then go longer or shorter depending on your specific goals.
Another key question is how you will measure success. Free tools like Google Analytics enable you to see website traffic reports. This includes the number of website visitors, video views and completion rates. You can also specify your conversion goals and measure how many visitors go on to complete a desired action. Like downloading a prospectus or signing up for more information.
Focus on getting the word out
Once your school video is complete, it’s time to get the word out. Add it to your school website and highlight it on your school’s social media accounts. That will mean it’s seen by visitors to your pages. But what about people who don’t know about your school yet?
Search engine optimisation (SEO) helps Google to understand what your video is all about. You can also optimise your content for other search algorithms, such as YouTube or Instagram. If you’d like to know more, please check out our guide to SEO for schools. Alternatively, drop us a line with any questions. A small amount of effort can boost your view count substantially.
At Blue Apple Education, we have more than twenty years of experience in school communication and design. We offer specialist know-how in video production, website design and school marketing. If you’d like a hand with your school video, please get in touch. We’d love to talk.
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Learn more about a Blue Apple Education video for your school