These days schools are increasingly under pressure to demonstrate their value to parents and guardians who are deciding which school is right for their child. In this context, effectively communicating the benefits and unique offerings of a school has become crucial.
Demonstrating value isn’t just about showcasing academic excellence; it’s about illustrating the broader impact of a school on a student’s personal, social, and emotional development.
At LOCALiQ we specialise in video production and understand the power of visual storytelling in conveying complex messages in an engaging and relatable way. With extensive experience in creating high-impact videos for educational institutions, we know how to highlight what truly sets a school apart.
Here is a recent video that our team created for Our Lady’s Abingdon:
Why is video marketing beneficial for schools?
Video content is an incredibly powerful tool that can connect with parents and prospective students on a deeper level, addressing concerns, showcasing strengths, and ultimately, justifying the cost of education. In this blog, we explore different types of videos that schools can utilise to effectively demonstrate their value and build a compelling narrative around their offerings.
7 Video content ideas for schools:
1. Showcase financial benefits
One of the primary concerns for parents is whether the cost of education will pay off in the long run. Videos that highlight the financial benefits of attending a particular school can be a powerful way to demonstrate value. For example, schools can create content that showcases their success in achieving high university acceptance rates or securing scholarships for students. By featuring interviews with parents, current students, and alumni, schools can effectively communicate how the education provided translates into tangible financial benefits.
A compelling approach might include testimonial videos where alumni share their journey from the school to their current success, attributing their achievements to the strong foundation they received. These videos could also feature parents discussing how the school has helped their children secure scholarships or gain admission to prestigious universities, thereby offsetting the initial investment in tuition fees. By illustrating these outcomes, schools can reassure parents that their financial commitment will yield worthwhile returns.
2. Highlight academic excellence
Academic excellence remains a core consideration for parents when choosing a school. Videos that highlight a school’s academic strengths can be particularly persuasive. For instance, schools can create content featuring teachers discussing the benefits of smaller class sizes, personalised learning approaches, and unique academic programmes that distinguish them from other institutions.
These videos can delve into the historic academic performance of the school, showcasing success stories such as exam results, awards, and achievements in national or international competitions. By including interviews with teachers and academic leaders, schools can provide insights into their teaching philosophies and the support systems in place to help students excel. These narratives not only build credibility but also demonstrate how the school fosters an environment conducive to academic success.
3. Emphasise emotional and social benefits
Education is not solely about academic achievement; it’s also about nurturing well-rounded individuals who are emotionally intelligent and socially adept. To convey this, schools can use videos to showcase the emotional and social benefits of their environment. For instance, “day-in-the-life” videos that follow a student throughout their school day can provide a glimpse into the supportive atmosphere and sense of community that the school offers.
Storytelling can play a powerful role in these videos. Schools can highlight how they foster not just academic growth but also personal development through extracurricular activities, mentorship programmes, and a focus on mental well-being. Including student and teacher testimonials about the school’s culture can also help to illustrate how students are encouraged to develop skills such as leadership, resilience, and empathy. These videos appeal to the emotional side of decision-making, helping parents to envision their child thriving in a nurturing environment.
Our talented video team created this video for King John’s School which reinforces their ethos of ‘a quality education for all’. The video showcases some of the classes available and allows viewers to imagine what classes their children might excel at, creating an emotional response to the content piece.
4. Engage parents and students through interactive videos
Interactive videos are an excellent way to engage both parents and students by making the exploration process more dynamic and personalised. Virtual tours, for example, allow prospective families to explore the school’s facilities from the comfort of their homes, offering a convenient and engaging alternative to in-person visits.
Schools can also produce videos featuring teacher and student testimonials, highlights from school events, and live Q&A sessions where prospective families can interact with current students, parents, and staff.
These formats provide a more interactive experience, helping parents and students feel connected to the school community even before they set foot on campus. By incorporating interactive elements, schools can create a more engaging and memorable experience that sets them apart from competitors.
5. Leverage alumni as influencers
Alumni are one of the most valuable assets a school has when it comes to demonstrating long-term value. By leveraging alumni as influencers, schools can create documentary-style videos that share the stories of notable former students who have gone on to achieve significant success in their fields. These videos can showcase how the school played a pivotal role in shaping their journeys and contributed to their accomplishments.
Featuring alumni reflecting on their positive experiences can resonate strongly with prospective families. It’s one thing to hear from current students and parents, but hearing from those who have already reaped the benefits of the school’s education can be even more persuasive. This approach not only reinforces the school’s value proposition but also builds a sense of legacy and tradition that can appeal to new families.
6. Clarify decision-making timelines and processes
The process of choosing a school can be complex, with varying timelines for applications, open days, and admissions. Informational videos that clarify these decision-making timelines can greatly assist prospective families in navigating the process. These videos can outline key dates, explain the steps involved in applying, and highlight any unique admissions criteria or opportunities for engagement, such as open days or meet-the-teacher events.
Additionally, schools can utilise Always On Advertising (AOA) campaigns to keep their institution top-of-mind throughout the year. These campaigns can feature video ads that run consistently, providing ongoing visibility and reinforcing the school’s brand message. By using video content strategically in AOA campaigns, schools can ensure that they remain a consideration for parents throughout their decision-making journey, regardless of where they are in the timeline.
7. Utilise newsjacking and trending content
Staying relevant and timely can significantly boost a school’s visibility and appeal. Newsjacking—creating content that ties into current events or trending topics—can be a highly effective strategy for schools. For example, during the back-to-school season, schools can produce videos that offer tips on preparing for the new academic year or highlight unique programmes that set them apart from the competition. Similarly, during exam periods, videos offering study tips or stress management advice can resonate with prospective families.
Seasonal campaigns can also be an opportunity to create engaging content that aligns with the current interests of parents and students. By tapping into what’s trending, schools can position themselves as not just responsive to current needs but also as thought leaders in the education sector. This approach keeps the school relevant in the public eye and helps to build a dynamic, engaged community.
Wrapping Up
Video marketing offers a powerful way for schools to demonstrate their value, especially in the face of rising fees and increasing competition. From showcasing financial and academic benefits to highlighting emotional and social growth, video content can effectively communicate the multifaceted value of a school. By engaging parents and students through interactive and personalised videos, leveraging alumni stories, clarifying decision-making processes, and staying relevant with timely content, schools can build a compelling narrative that resonates with prospective families.
At LOCALiQ, our expertise in video production can help your school create impactful, high-quality content that not only showcases your strengths but also connects on an emotional level with your audience.
Contact us today to see how we can work together to tell your school’s story and demonstrate the value it offers to families making one of the most important decisions of their lives.
