Whether it’s highlighting your school’s values, providing a glimpse into daily life, or promoting specific departments, the right video content can play a huge role in supporting your marketing objectives. In this article from the Small Films team, we explore five promotional school videos every school marketer should have in their toolkit to drive admissions and increase engagement.
1. A Promotional School Film
Every school needs an all-encompassing promotional film that acts as the cornerstone of its marketing efforts. This video should be a dynamic, engaging overview of your school’s unique identity, showcasing your values, ethos, and the breadth of facilities on offer. From visuals of your campus to interviews with staff and students, this film should inspire prospective families to explore your school further.
Make sure to include the aspects of your school that make it stand out—whether that’s state-of-the-art science labs, a vibrant arts programme, or a strong focus on student well-being. This is your chance to paint a compelling picture of what makes your school exceptional.
See the promotional school film we created for Croydon High School
Why It’s Essential: A well-made promotional video can be the centrepiece of your school’s branding and can be used across multiple platforms—your website, social media, open days, and even email campaigns. It provides an impactful first impression and helps parents envision their child’s future at your school.
2. Life at Your School
Parents and prospective students want to know what daily life is like at your school beyond the brochures. A “Life at School” video offers an insider’s view into everyday activities, from classes to extracurriculars. It’s important to capture various aspects of school life, such as boarding facilities, sports activities, arts programmes, or any unique traditions that set your school apart. This video should evoke a sense of belonging, helping prospective families imagine themselves being part of your school.
To make it even more relatable, consider following a few students through a typical day. Show how they interact with teachers, their involvement in sports or clubs, and what their daily routines look like.
Why It’s Essential: Parents are not just looking for academic excellence—they want to ensure that their children will thrive in a supportive, vibrant community. A “Life at School” video gives them confidence that your institution provides an enriching environment both inside and outside the classroom.
3. Video Adverts
With the digital world heavily favouring video content, video ads should be a key part of your marketing toolkit. Your video ads should be concise—about 15 to 30 seconds long—highlighting key selling points of your school. This could include a brief look at your academic achievements, the success of your alumni, or any upcoming open days or special events.
Remember, these ads need to be tailored to the platform. Combine eye-catching visuals with a clear call-to-action, such as visiting your website or signing up for a virtual tour.
>> Read about the ads we created for The Priory Academy LSST
Why It’s Essential: Video ads are perfect for reaching a wider audience and creating instant brand awareness. With advanced targeting options available on most platforms, you can focus your ad spend on families in specific locations or those searching for education-related content, ensuring that your ads reach the right people at the right time.
4. Department Films
For parents and students interested in specific aspects of your school—such as your science programme, music department, or sports offerings—department-specific films allow you to dive deeper into what makes each area special. These videos should highlight the unique qualities of individual departments, including interviews with teachers, a tour of the facilities, and examples of student work or achievements.
For example, a science department film could showcase state-of-the-art labs, exciting projects, and testimonials from students pursuing science careers. An arts film might feature performances, exhibitions, and creative classes that demonstrate the breadth of opportunities for students with artistic interests.
Why It’s Essential: Department films provide prospective families with a more detailed understanding of what their child’s academic or extracurricular experience could look like. These videos also highlight the expertise and passion of your teaching staff, helping to reassure parents that their child will be in capable hands.
Watch the music department film we created for Marlborough College
5. A Head’s Welcome
A personal message from the Head of School is a warm, reassuring touch that can help build a connection with prospective families. This video should be heartfelt and authentic, offering insights into the school’s mission, values, and community. The Head’s Welcome video is an opportunity to convey the school’s leadership philosophy, vision for students, and commitment to fostering a nurturing environment.
A good Head’s Welcome video will not just outline the school’s academic goals but also focus on how your institution prepares students for life beyond the classroom. Whether that’s through character development, leadership opportunities, or unique academic approaches, this video should reflect the Head’s passion for student success and well-being.
Why It’s Essential: A Head’s Welcome video adds a personal touch to your school’s marketing. It helps future families feel connected with the school’s leadership from the very start, setting a positive tone and building trust.
Watch the Head’s Welcome we created for Moulsford Boys’ Prep School
At Small Films, we can create a wide range of content to support your marketing objectives. If you’d like to chat with us about a promotional school video, then do drop us a line.
