Videos are an incredibly powerful medium for private schools to showcase what makes their learning environments special. Rather than just describing their programs and facilities, videos allow prospective families to actually see them in action.
Videos bring schools to life in a way that static brochures and websites simply cannot.
In this digital age, where video marketing is more important than ever, creating high-quality and strategic videos can help private schools stand out.
Videos help them make an emotional connection with parents, highlight their unique values and approach, and ultimately convince families that they are the right fit for their child.
One of the biggest advantages of video for private schools is being able to show parents exactly what the learning environment looks like on an average day. Videos can take families on a virtual tour of the classrooms, playgrounds, hallways, and any other spaces that make the school unique.
Seeing is believing. Watching real footage of engaged students learning, playing, creating, and interacting in the school builds trust and confidence with parents. It's a completely different experience than looking at photos or renderings alone. Videos can capture the energy and community that exists within the walls.
Videos also allow schools to showcase parts of their programs that are difficult to explain without seeing them. For example, a private school could record footage of their teachers leading engaging lessons across various subjects.
The videos could showcase teachers facilitating hands-on science experiments in the lab, facilitating thoughtful discussions in English class, providing individualized attention during math lessons, and fostering creativity and self-expression in art class.
Or a Montessori school might film students independently choosing and becoming deeply focused on work activities. These types of videos demonstrate how the school's methods play out in real classrooms.
Beyond the physical environment, videos give schools a chance to highlight their core values, educational philosophy, and unique approach to teaching and learning. Videos can capture key moments that reflect the school mission in action.
For instance, a progressive school could create a video featuring students engaged in creative, hands-on projects while the teacher facilitates as a "guide on the side."
Or a faith-based preschool might film a community circle time where students come together to sing, pray, and reflect on values like kindness. These types of videos allow the school's student-centered, developmentally appropriate, or faith-based approach to shine.
Videos speaking to the school values also make the learning environment feel welcoming to families who are looking for that type of community.
For example, a bilingual immersion school could showcase students learning in both English and Spanish throughout the day. This demonstrates to dual-language families that their home culture is valued and respected.
Videos humanize schools by giving teachers and students a face and voice. Rather than just listing qualifications, videos allow parents to see teachers interacting with students in warm, thoughtful ways.
Hearing teachers explain their approach and passion in their own words is powerful. Videos can capture unscripted, authentic moments between real teachers and students.
Letting prospective families hear first-hand from happy students who are thriving is impactful social proof. The excitement and pride in students' own voices come through in videos in a way that standard marketing materials cannot replicate.
Two video formats that are particularly effective for private schools are virtual tours and video messages from leadership.
Virtual tours take the viewer along as if they are walking through the school and observing a typical day first-hand.
A virtual tour could include stopping in each classroom, walking through the hallways, and checking out shared spaces like the gym, playground, lunchroom, library, maker space, and more. Virtual tours bring schools to life online.
Short video messages from heads of schools or directors also allow leadership to make an introduction virtually. Looking straight at the camera, leaders can explain their guiding principles and what makes the school special.
Parents want to meet the people who will be in charge of their child's care and education. A video greeting creates a personal connection.
Videos shine not just through YouTube or virtual tours but also embedded right on a school website. Rather than plain text on a website, videos help key pages come alive. The home page video can capture the overall spirit of the school, while videos on program pages go deeper into classroom glimpses.
Snippets and clips can also be shared on social media or in digital ads. Eye-catching videos typically have higher engagement on Instagram, Facebook, and other platforms compared to static images alone. Shorter versions of videos can inspire families to watch the full videos to learn more.
Videos provide a direct way for schools to highlight diversity and showcase how they serve all students, especially those from marginalized backgrounds.
Videos can feature students, teachers, and families from different races, ethnicities, religions, sexual orientations, gender identities, abilities, socioeconomic statuses, and family structures.
Seeing the true fabric of the school community demonstrates a commitment to equity and inclusion.
Specific videos could also show how the school accommodates children with disabilities or who are neurodivergent, multilingual students, students who qualify for financial assistance, LGBTQ+ families, and other students from non-dominant groups.
Ultimately, video is a medium that conveys emotion. Videos allow prospective parents and students to intuitively grasp the "feeling" or culture of a school. Warm, supportive teacher-student interactions, joyful classroom celebrations, students comfortingly helping peers, and authentic community connections are examples of the types of emotional moments videos can highlight.
Seeing and hearing these interactions leaves a completely different impression on families compared to sterile marketing materials. Videos build trust that the school will care for both the academic and socioemotional needs of students. An emotional connection with parents is often what convinces them that a particular school is the right choice. Videos provide that emotional window.
One of the most authentic and effective types of videos for schools is parent and student testimonials. Hearing directly from current families about their experience speaks volumes.
Testimonial videos typically take the form of interviews. Either on camera or voiceover, parents can share how they chose the school, what impacted their decision, how they've seen their child grow and thrive, and why they're grateful for the school's approach. Schools can also interview students of varying ages to capture their perspectives.
Younger students can share their favorite parts of the private school, such as beloved teachers, extracurricular activities, special school events, or new skills learned in the classroom.
Older students can speak eloquently about the school's supportive community, how teachers provide personalized academic and emotional support, unique leadership opportunities in student government/clubs/sports, the challenging yet nurturing academic environment, and how the school has helped shape their interests, goals, and preparation for college.
Current students can compellingly attest to the value and experiences of attending the school in their own words.
The authenticity of testimonials comes through on camera and establishes credibility. Prospective parents trust real experiences from those enrolled over generic marketing language. Testimonials address common questions and concerns parents have, like whether the school effectively communicates with families, supports emotional development, or challenges students academically.
When selecting testimonial participants, schools should aim for diversity. Parents and children from different types of backgrounds, family structures, socioeconomic statuses, abilities, and identities should be represented. This conveys that the school community embraces all students.
Along with staged marketing videos, schools can leverage user-generated videos from events to show what the learning community looks like in action. These types of organic videos capture the school's spirit and culture.
Event videos could include clips from performances like plays, concerts, or dances; athletic events like games, matches, and sports days; community events like fundraisers, festivals, or fun runs; academic events like science fairs, showcases, or debates; or milestone events like graduations, first days of school, or back to school nights. The options are endless.
The key is collecting footage from events that families actively participate in throughout the year, not simply ones that students perform at. Getting those shots of beaming parents cheering on their kids in the audience or school leadership mingling with families shows that the school brings people together.
Event videos can be shared on social media, compiled into montages for the website, or played at open houses. Seeing all the special events and moments that make up the fabric of the school community differentiates programs beyond just the classroom experience. It also generates excitement among current families who may spot themselves or their children in videos.
When using any event footage, schools should obtain photo and video release consent from families. This ensures minors can be legally filmed and their images shared publicly. Release forms also allow the school to reuse engaging video content year after year.
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Videos are an investment like any other marketing expenditure and production quality matters.
Videos allow private schools to open their doors virtually to prospective families. Seeing is believing when it comes to showing off your unique learning environment, approach, and community.
To produce videos that engage parents and provide an emotional window into your school, partner with trusted professionals. ZTown Media is an expert in video marketing for the education sector.
Contact us today to discuss how high-quality, strategic videos can help your school make meaningful connections and stand out during the admissions process. Our team brings your brand story to life through the power of video.
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