Email marketing for schools can be hugely effective. It can help prospective students want to attend your school, deliver important information to current students, and create a community with alumni students – helping to drive advocacy.
In this article from the Small Films team, we look at all the tips for creating a high-performing school email marketing strategy.
1) Always segment your audience
One of the most important parts of your email marketing strategy is segmentation. There’s no quicker way to destroy engagement than sending emails that aren’t relevant to the receiver. There are a variety of ways you can segment your email communications, and these might differ depending on your school or target audience. But below are a few ideas of where you can get started.
Prospective parents of students These can then be potentially segmented further down to… – Year prospective student plans to start at the school – Prospective student/parent’s interests, i.e drama, sports or science
Current students/parents of students
Alumni students
Admissions stage
Tailor your email content for enquiries, applicants and enrolled students
2) Consider where they are in their journey
When developing your email content, it’s key to consider where the user is in the journey. Have they just downloaded a prospectus and are, therefore, likely in the consideration stage of looking at potential schools? Or are they due to start school next term, and this is now the time to ensure they feel welcome and are clear on all the next steps?
Take a large piece of paper and draw out your audience and where they are in their journey. Then, alongside that, detail all the types of content/info that would be valuable to them. This will help to provide structure and ensure you’re only sending out content that’s relevant to the end user.
3) Take advantage of email automation
Email automation has so many benefits. One is that it can be hard at work whilst you sleep, and second, once it’s set up, very little input needs to happen, bar the odd bit of tweaking. Usually at a very low cost too to implement email systems, it is a fantastic way to support driving awareness or registrations easily and efficiently.
Examples of the triggers that email automation can be created for – A download of a prospectus – Registering for an Open Day – Registering for a virtual Open Day (consider the different types of info required vs. face-to-face) – Registration for school events – Sign-ups to hear about student life at your school
– Registering interest to hear more about a particular department, such as sports or drama.
4) Always assess what your CTA is
It can be easy to write a fantastic piece of email content but forget to include the action you want your user to take. Do you want them to fill out a survey? Or do you want them to watch the video of the recent graduation ceremony? Whatever it is, always make sure it’s clear what the user needs to do next.
5) Consider the frequency
The frequency of an email campaign can make or break engagement. Too often and users might unsubscribe, too irregular and a potential prospective student may have forgotten about your school and enrolled somewhere else. When deciding on your frequency, go back to where that user is in the journey. Alumni students, for instance, need less frequent emails, whereas someone who has just downloaded a prospectus is at a key point in their journey to receive more regular (but not too regular) messaging.
6) Include video in your email content
Whilst some informational emails may be better with plain text, video can be an excellent way to get your message across. It helps to bring your school to life and give prospective students a real insight into the day-to-day. There’s a whole host of types of videos that can work well in email marketing, and these might include.
A Head Teacher’s welcome
Promotional school videos
A virtual school tour
Alumni testimonials
Behind the scenes of a department
Graduation ceremonies
School event videos
7) Do consider newsletters
While some might be scathing about a newsletter, it can actually be an excellent way of delivering news to your audience and keeping your school front of mind. Usually sent out monthly (but consider what works for your school and capacity), a newsletter can give current students and parents all the information they need about upcoming events, recent sports wins, term dates, new teachers, etc.
Types of content to include in your newsletter
Sports team wins
School news
New teachers
Upcoming school improvements
Exam results
Behind-the-scenes video content
Links to social media channels
Award wins
Blog articles relevant to the audience
8) Ensure you continuously measure and analyse
The most important part of email marketing is continuously measuring and analysing so you can make key improvements to subsequent campaigns. Depending on the size of your email list, you might perform regular A/B testing of subject lines and content, helping to determine what resonates best with your audience.
We always recommend analysing which subject lines achieved the most opens. Which blogs are the audience reading? Do they prefer visual emails over plain text? Did a particular time of the week achieve more opens? There are so many ways you can analyse your emails to ensure continued success.
When it comes to email marketing, video content can really help to drive engagement. Not only is it a brilliant way to drive a particular message across, but it can help on so many levels, including driving more interest in your school or Open Days. At Small Films, we’ve delivered video content for many of the UK’s leading schools, including Eton College, Croydon High School and Bancroft’s, and if you’d like to chat with one of our experts, just drop us a line.
With the recent change of government, the Labour policy of a planned 20% VAT hike is likely causing considerable concern amongst the private school community. With one in four parents contemplating withdrawing their children from private education, it’s now more crucial than ever for schools to emphasise the unique benefits they offer.
In this article, the Small Films team explores the actionable steps private schools can take to effectively communicate their value proposition and retain their student body amidst these financial uncertainties.
Create an Enhanced Communications Strategy
Parents are understandably anxious about whether the impending VAT addition will impact their school fees. Transparent, regular, and thoughtful communication will be key to keeping parents informed and engaged.
Effective communication strategies include:
Informational Videos
Create videos from the Head Teacher that clearly outline what the VAT increases mean, including potential changes in fees, and how the school plans to manage these changes.
FAQs on the Website
Develop a comprehensive FAQ section on the school’s website addressing common concerns about the VAT increase and its impact on school fees.
Email Newsletters
Send regular email newsletters with updates on the VAT situation, any changes in school fees, and steps the school is taking to mitigate impacts.
Progress Reports
Provide periodic progress reports on how the school is preparing for the potential changes, including any financial adjustments or additional support for families.
Individual Calls/Meetings
Offer one-on-one meetings with parents to discuss their specific concerns and how the school can support their family during this transition.
Personalised Letters
Send personalised letters from the head of the school explaining the situation and reassuring parents of the school’s commitment to providing quality education.
Webinars
Host webinars with experts (e.g., financial advisors and educational consultants) to discuss the potential economic impact and provide parents with financial planning advice.
Parent Committees
Establish parent committees to work closely with school administration on addressing the impact of VAT increases and exploring possible solutions.
Feedback Mechanisms
Implement surveys and forums for parents to voice concerns and suggestions, demonstrating that the school values their input.
Unified Message
Ensure all communications—from emails to social media posts—convey a consistent message about the VAT increases and the school’s response.
Positive Tone
Maintain a positive and reassuring tone in all communications, emphasising the school’s commitment to its students and families.
Emphasise the benefits of attending your school
With the potential for fee increases causing parents to consider other options, it’s crucial to highlight what sets your school apart. Beyond academic excellence, showcase your unique programmes, extracurricular opportunities, and individualised attention that contribute to a well-rounded education. Here’s how you can effectively communicate these benefits:
Videos Showcasing Your Facilities
Highlight the numerous advantages your school offers compared to state education by showcasing your extensive on-site facilities. This might include a state-of-the-art swimming pool, expansive sports grounds, well-stocked libraries, and wide-open spaces
Alumni Video Testimonials
Share inspiring stories from alumni on your website, email communications, and social media platforms to illustrate the long-term value of your education.
Dedicated Academic Achievements Page
Create a specific page on your website that highlights your students’ academic successes, including awards, competitions, and exam results.
Promotional Video Showreel
Develop a comprehensive video that captures the ethos and values of your school, demonstrating what makes your school unique.
Videos Focused on Extracurricular Activities
Produce dedicated videos that highlight the variety and quality of your extracurricular programs, showing students engaged in sports, arts, and other activities.
Behind-the-Scenes Social Media Content
Use social media to provide an authentic look at day-to-day life at your school, showcasing events, classroom activities, and student interactions.
University Placement Statistics
Share impressive statistics on university placements and other post-graduation achievements to demonstrate the success of your alumni.
Comprehensive Email Communications Strategy
Implement a regular email strategy that keeps parents updated on key events, achievements, and news, reinforcing the ongoing benefits of your school.
By using these strategies, you can effectively communicate the distinct advantages of attending your school and reassure parents of the value their children receive, even in the face of potential fee increases.
Be Proactive with Your School’s Marketing
As the election nears, it’s a prime time to set your school up for success. Review your current marketing plan and identify areas that may need adjustments.
Audit Current Marketing Efforts
Evaluate Effectiveness: Review and analyse the effectiveness of current campaigns, identifying areas that need improvement or increased focus.
Performance Metrics: Assess key performance metrics to determine which strategies are yielding the best results.
Consider Current Marketing Focus Areas
Relevance Check: Evaluate if your current focus areas are still relevant in the context of potential VAT increases. Determine if new streams need to be added or if some areas may become redundant.
Flexibility: Ensure your marketing strategy is flexible enough to adapt to changes in the political landscape and parental concerns.
Develop Pre- and Post-Election Marketing Campaigns
Pre-Election Activities: Implement marketing activities that address parents’ concerns leading up to the election. This could include information sessions, transparent communication about potential impacts, and reassurances about the school’s commitment to quality education.
Post-Election Strategies: Be prepared with a post-election plan to address the outcomes, whether it involves reassuring parents or adjusting strategies based on the new financial landscape.
The potential VAT increases on private school fees pose a significant challenge, but with proactive and strategic marketing, schools can still position themselves for success. At Small Films, we have extensive experience working with leading independent schools to overcome marketing challenges, build brand awareness, and attract new students. If you’d like to discuss how our team can support your school in navigating these changes, please don’t hesitate to get in touch.
Schools have several options at their disposal when they wish to announce new developments, celebrate their achievements and maintain regular contact with their former pupils. There’s nothing quite like a good old-fashioned school newsletter, however, when it comes to informing parents of upcoming events and recognising the hard work of their staff and student body.
School newsletters can serve as a highly effective means of communication, and so it’s a real shame when they aren’t given the attention they deserve. Let’s take a look at how you can get your newsletters read by both the parents and their children.
Command their attention with a strong opening
School newsletters traditionally open with an address from the headmaster. This is often the best approach: parents want to know what the head has to say, and it’s always good to hear from those at the top.
Whilst this is so, you may decide to freshen things up by inviting other senior members of staff to open the newsletter every once in a while. This would work particularly well if, say, the Head of Geography has taken the Sixth Form on a field trip to the Pyrenees, or if the Head of the Art Department has recently arranged a cubist art exhibition in the school hall. If you decide to opt for such an approach, be sure to choose a punchy headline. ‘Musings from A Mediterranean Mountainside’ might just serve as a good alternative to the standard ‘Address from the Head’.
We recommend complementing the text with lots of eye-catching pictures and being reasonably brief, clear and to the point. It’s also a good idea to include a sidebar on the first page of your newsletter. This is an ideal place to provide a summary of the newsletter’s contents and a ‘Save the date’ section.
Discuss the improvements that your school is making
When parents take the time to read a school newsletter, they’ll generally be most interested in the improvements that the school is making to their children’s education. Whilst it’s true that your academic achievements and sporting triumphs are also very important, you’re more likely to hold their interest if you can provide concrete examples of new facilities and initiatives that will lead to positive change.
You’d be well-advised, therefore, to discuss any new facilities on the first page. It would be difficult to top the opening of a new state-of-the-art Science Block, especially if you’ve invited the Earl of Wessex to cut the ribbon and treated him to a performance by the school jazz band!
You’ll also want to talk about new initiatives that have been put forward by the staff and their students. If you have recently launched a maths mentorship programme for struggling GCSE students, for example, it would be wise to discuss this in detail.
Highlight your finest accomplishments
The humble newsletter is best thought of as a highlight reel for your school, albeit one that is updated at the end of each week, month or half term. It represents a golden opportunity for you to showcase your school’s best academic and sporting accomplishments. Far from being a dreary document that will inevitably find its way almost immediately into the recycling bin, the newsletter is a golden opportunity for your school to celebrate what it has achieved.
Be sure to cover the following.
Academic achievements
Has your school recently achieved outstanding outcomes in public examinations? It’s time to recognise their academic excellence.
Sporting successes
Have your Under 15s wowed the cricketing world and finished as runners-up at the National ECB finals day? Consider inviting a member of the team to submit a report.
Theatrical productions and musicals
Have your Sixth Form students distinguished themselves with a stirring production of The Little Shop of Horrors? If so, you’ll want to recognise their theatrical talents in your school newsletter!
Foster a sense of community and continuity
It goes without saying that school newsletters present an ideal opportunity to talk up everything that your school has achieved and done recently. However, they’re also a great place to discuss the activities of former students. This will demonstrate that you care about what they go on to achieve, and it also makes for plenty of interesting reading material.
One way to do this is to devote a section to alumni news, and to focus on different niches. You may decide to discuss Alumni in the Arts and Entertainment World in one of your newsletters and explore Alumni in Technology in another. This allows newsletter recipients to keep track of old boys’ activities – a nice spot for a bit of good old-fashioned networking. In a similar vein, we would further recommend dedicating column inches to former pupil reunions.
Send your school newsletters by email
What could be better than an engaging school newsletter that draws attention to your school’s best features? A newsletter that achieves this in an eco-friendly manner fit for the 21st century!
As well as being great for the environment, email newsletters are an ideal option for those who wish to reconnect with former students who aren’t physically at the school, taking the newsletters home, etc.
Include a summary of the ‘best bits’, appealing imagery and an eye-catching CTA linking to PDF in your email. Embedding promotional school videos into your newsletter emails and incorporating video URLs in the articles themselves is a great way to improve engagement.
One of the best ways to write good school newsletters is to use content from the students themselves. Incorporating poetry, short stories and write-ups from field trips from the students is a wonderful way to make them feel included and encourage them to read it, and this will likely also make it of greater interest to their parents.
It’s also worth asking the students for honest feedback. Do they read the school newsletter? What sorts of additions to the school newsletter in its current form would make them want to read it and encourage their parents to follow suit?
You’re now well on your way to creating school newsletters that people want to read!
We hope that this has provided a little inspiration and will help you on your way to writing school newsletters par excellence. For further ideas and inspo, check out our schools blog, and take a look at our latest videos on our YouTube channel.
Small Films is a London-based video production company. If you’re thinking about creating a promotional school video, please do not hesitate to contact us. Our experienced team have produced films for many of the UK’s top independent schools, and they’d love to hear from you.
Looking to give your school website a revamp? It’s important to ensure you include all the necessary information potential students and parents need. A good school website should be informative, user-friendly, and engaging. So let’s take a look at our school website checklist for the essential elements you should include on your site. Video content is one of the most effective ways to sell your school to prospective students – if you’d like to chat to the Small Films team about how we can help, then do drop us a line.
Meet the Head Teacher
Having a ‘Meet the Head Teacher’ section on your school website can be incredibly beneficial for both parents and students. It allows potential students to get to know their Head Teacher before they even enter the school. This gives future classmates and their families a sense of security, knowing who’s in charge and what kind of values the school stands for. For current students, it lets them gain more insight into who is running their school and why certain decisions are made.
> Instead of just a headshot and bio, why not capture the Head Teacher on film.
Watch the Head’s Welcome for Moulsford Boys’ Prep School from the Small Films team
About us
This page should include a brief introduction about your school and the type of education you provide. The about page should be an overarching page that tells the story of the school, including its history, values, and what makes it so special.
> The About Us page is a great opportunity to include a video showreel of you school.
Watch the promotional school film we created for Crosfields.
Prospectus
Having a prospectus on your school website is one of the best ways to introduce prospective students to your institution. It provides an in-depth glimpse into your school’s offerings, from its mission statement and core values to its curriculum, faculty, and student activities. Prospectuses give potential students essential resources like contact information, application deadlines, and fees. They can also provide descriptions of particular co-curricular activities that will be of interest to prospective students.
Holding the term dates on your website in an easily accessible spot is a useful page for parents to help plan their diaries. Make sure to include the term dates for the year ahead too.
Sustainability
As sustainability becomes increasingly more important, schools may start to find that their eco practices are what makes them stand out. If your school is pioneering the way with sustainability, then it’s a great idea to build in a page for this. Why not capture everything you’re doing on film and create a piece of focused content for it?
History of the school
Does your school have a fantastic history that you can shout about? The history and prestige of the school is a huge selling point, so dig up all those facts and stories and create a cracking history page.
See the impactful film we created for Croydon High School
Academic facilities
Showcasing your academic facilities is one of the most important parts of your school to feature on your website. We recommend splitting it out by each department, such as science or languages, and detailing why the facilities are so great for each. This is a great part to incorporate video, showing footage of classes taking place, interviews with Heads of Departments, and behind-the-scenes footage.
The co-curriculum
From drama to sports, the co-curriculum is just as important to talk about as the academic curriculum. For those prospective students who may be less academic but excel in areas such as art or music then parents considering a school will want to see the facilities and selling points of each department.
Whilst supporting a student’s emotional and physical welfare might feel part and parcel of running a school, it’s still important to pull out how you approach this on your website. Especially if you’re a boarding school. This might include elements such as anti-bullying policies, how parents can raise a concern and how students can receive support throughout their time at the school
Boarding
If you offer boarding at your school, then detailed information on every element of boarding is a really important part of your site for prospective parents. Consider all the information that would be helpful to a prospective student who may have never boarded before, such as what to expect at the boarding houses, how often they can go home, what support they’ll receive and how they’ll be supported with making friendships.
Scholarships and Bursaries
For students who may not be able to afford the school fees, scholarships and bursaries are an invaluable offering. Create a page that discusses the scholarships and bursaries available, showing the reduced fees, and the criteria a student would have to meet to be eligible.
A film by the Small Films team for Eton College’s Orwell Award
A film by the Small Films team for the Marlborough College bursary.
Fees
A fee page is a really important page to include on your school website. Prospective parents will likely shortlist their favourite schools, and the fees will be a key deciding factor. If you don’t list them, then a parent will have to take that extra step to find out.
Blogs
Blogs are a fantastic resource for not only sharing news with your audience but also helping prospective students/parents find your school through Google searches. Create a blog hub and section it by areas, such as co-curricular, departmental or boarding highlights.
Links to social channels
If your school has social media channels, then make sure to link to them on your website. At Small Films, we always recommend linking to your social channels where your audience will expect them, which is usually the footer of your website
Open Day details
Open Days are such a crucial part of selling your school to prospective students that having a page with clear information and the dates is key. On this page, consider everything a prospective student would like to know about an Open Day, such as location details, timings, meals provided and the agenda for the day.
School promotional video
Video is such an excellent tool for showcasing life at your school. It can really help to visualise to parents what their child may experience whilst in your care. From different departments to Sports Days to an interview with the Head Teacher, it’s a great snapshot of how your school runs behind the scenes.
A promotional school film from the Small Films team for Blundell’s School
Sports facilities
The sports facilities can be a big driver for a parent wanting to send their child to a school. Their child may excel at a particular sport, so giving a deep dive into whether you offer an Olympic size swimming pool, lacrosse pitches or a golf course on your doorstep could help swing their choice towards your establishment.
Vacancies
Your website is the perfect place to advertise open positions. Create a page that shows all the vacancies, whilst also allowing for users to directly apply through the website.
Admissions Process
Depending on the year that a student starts there might be a differing admissions process. We always recommend detailing what’s required during each level of the admissions process, whether it’s examinations, interviews or auditions.
New Boys & Girls
Starting a new school can be daunting, and so giving information on what a new boy or girl can expect is a great way to help them settle in. Consider information such as what their first few weeks will be like, how they will be supported and the boarding house they will be in.
Boarding Houses
If you’re a boarding school, then giving a glimpse of your boarding houses is a great idea. Why not combine a mix of photography and videography or even a virtual tour so that parents can explore every area in the houses, from the dorm rooms to the chill out areas.
Introduction to departments
It’s a great idea to build in a web page for every department that your school has. This means that if a child has a particular interest in a subject, they can better see the facilities of each department. This is another great area where you can create specific video footage around each department.
See our Music Department film for Marlborough College
Universities and careers
When a parent is choosing the perfect school for their child, they’ll be considering the career prospects that the school will give the child when they leave. If a percentage of your school leavers have ended up at many of the top universities in the country, then this is a great selling point to feature on the site. Also, detail how you’ll support students with their future careers, whether that’s through coaching, workshops, or a lecture programme.
Upcoming school trips
Do you have some great school trips coming up? Whether it’s a theatre trip or you’re heading further afield, listing out upcoming school trips will help parents understand what you offer beyond the classroom. Plus, it helps them to plan their diaries accordingly.
Sports fixtures, teams and results
If your school has a focus on sports, then it’s a great idea to include your sports team fixtures and results. This allows for parents to plan around watching the matches whilst also showing prospective parents the level the sports teams play at.
Video Gallery
Whilst it’s important to have your video content peppered throughout the site in the appropriate places, it can also be a great idea to hold all your video content in one area so that users can watch each video in one batch – helping them to get a more rounded view of the school.
Getting to the school
The school’s location should not only be clearly marked in the footer of the website, but it’s worth having a dedicated page on ‘getting to the school’. Make sure to include by car, train and plane for overseas students.
Request a prospectus
The ‘request a prospectus’ tool is one of the most important elements on a school website. Not only does the prospectus give a great overview of everything about the school, but it’s also a mechanism to gather prospective parent email addresses. Once you have the email addresses, you can put them into an email sequence to help sell your school and keep it front of mind.
Overseas applicants
Heading to a new school from overseas can be a daunting prospect for many, so it’s important to arm someone with as much information as possible if they’re considering that move. This can include information about the potentially different fee structure, ways they will be helped to settle in and what’s available to them at the weekends when other students may be heading back home.
FAQs
FAQs are not only great for SEO, but they’re a great way to handle any objections a prospective parent has about your school. For each page, aim to have a comprehensive FAQ section relevant to the page, whilst also creating a dedicated FAQ page.
Awards
Has your school won some big awards? Don’t forget to shout about them. We always recommend including these above the fold, to help with building trust when a prospective parent/student lands on the site.
Student testimonials
Nothing sells a school better than hearing from students how much they love being there. Instead of written testimonials, take it one step further and capture students on film speaking about life at the school.
Virtual tours
Here at Small Films, requests for virtual tour footage skyrocketed during the pandemic, but whilst prospective parents/students can now visit in person, a virtual tour is still such a great way to show every angle of a campus. Consider doing virtual tours of the full school, from different departments through to the boarding houses.
School meals
Does the school have a great chef that can whip up an exceptional lasagne? Or is there a vegetable patch that supplies all the ingredients for the meals? Capture some food videography and showcase what’s on the menu.
Meet the admissions team
Whilst a student is going through the admissions process it can really help to know who is part of the admissions team. Why not include headshots of the team plus bios, or even better interview the admissions team on camera.
Arranging a visit
Consider that prospective parents or students may want to arrange a visit outside of an open day. Therefore detail everything they need to know about visiting. From who they need to contact, to links to the how to get to the school page.
Vision and values
Whilst your visions and values should be incorporated throughout the website, it’s always worth having a dedicated page purely for your visions and values. This helps parents and students to see at a glance what your school stands for.
The campus
Consider a map of the campus on your school website. This helps parents to see at a glance the departments and facilities of the school. Even better, show a virtual walk through of the campus.
Alumni
If the school has old girls/boys association then we always recommend including a page around how ex-students can be kept up to date.
Support us (donations)
For many schools, donations are a hugely important way for them to make improvements for facilities. If your schools accepts donations, then detail how this can be done, and the process that someone might need to follow.
Sixth form entry
Students entering sixth form are likely to have different needs than students entering 11+. There may be sixth form scholarship options, a different setup in the boarding house, a more focused careers programme, and a differing support structure for how a new student integrates. This is another great opportunity for video content showcasing a day in the life of a sixth former.
Having an excellent website is vital when it comes to creating an inviting environment that encourages potential students and parents to sign up for enrollment at your school. With all the above pieces included on your website, prospective parents will be much more likely to consider enrolling their children at your school. If you’re looking for support with a promotional school video, then don’t hesitate to get in touch with the Small Films team.
As the school marketplace becomes more competitive and parents are faced with more choices than ever, it might feel like you have a mountain to climb when it comes to marketing your independent school. You may be looking to increase school admissions, or to change the perception of your school to one which is student wellbeing focused, or you may have recently opened exceptional sports facilities that you want to shout about. Whatever your objective, this ultimate guide is packed full of our top tips and tricks to help you in marketing an independent school.
LOCAL SEO FOR SCHOOLS
Local SEO is a way of ranking your school on Google when someone performs a location-based search. For instance, a prospective parent may type ‘private schools near me’ or ‘independent schools in Berkshire’, into Google and if they see your school listed in the local map results they are more likely to click on it. Local SEO can be one of the most effective ways of targeting parents in the local area who are looking for a school for their child. There are many ways you can implement local SEO for your school, so I’ll break them down into a handy list for you below.
List your Independent School on Local Directories
One of the first steps and also one of the easiest to implement is ensuring your school is listed on local directories. These will be listings such as Google My Business and Bing Places but will also be specific location-based directories such as local news sites like BerkshireLive or Manchester Evening News. Just search for ‘directory + your area’ to find places to find appropriate listings.
Earn Online Reviews
Online reviews matter a lot when it comes to location-based searches. Businesses that are well thought of are pushed higher in the search results by Google, so achieving a high average rating for your school can make all the difference when it comes to having a prospective parent want to click on your website. Make sure you always play by the book as Google will penalise reviews that they think have been bought or given by staff. Add a link on your school marketing emails to ‘add a review’ to encourage great comments to be left on your Google My Business page. In the below example you can see that users would more likely click on Marlborough College over Stonar or Dauntseys due to its glowing reviews.
Optimise your School Website Pages with Local Keywords
Before optimising your site, you will need to perform some keyword research to discover which keywords have the highest search volume. Tools such as Ubersuggest, SEMrush and Ahrefs all offer free trials to help you perform your school keyword research. Remember to think like the searcher when it comes to location. For instance the search term ‘private school Wiltshire’ has 210 people searching for it a month, whereas ‘private school Pewsey’ has zero. Therefore you would want to optimise for the term Wiltshire to take advantage of the higher search volume. Bring these keywords into pages on your website (without being spammy) to help your site rank higher on Google when a user searches them.
Add the Location of your Independent School to your Title Tags
Title tags are very important when it comes to SEO as they signal to Google what search terms your website should rank for. By adding in the location of your school to your title tag it can help your site rank when someone performs a location-based search. Use the keyword research that you performed for the web pages to help you decide the right term for your title tags.
SCHOOL VIDEO PRODUCTION
Create Promotional School Videos
Promotional school videos can be one of the most powerful tools to help you achieve a variety of objectives including increasing school admissions, driving awareness of your school or changing the perception of your school. Promotional school videos can also come in a variety of formats to help you tell your story, this may include departmental films that focus on a specific area that you want to highlight such as your sports or theatre facilities or you may want to tell your story from the perspective of a student. Below are some of the types of promotional school videos you can create to help you with marketing a school.
Types of Promotional School Videos
– School website videos – School department highlight videos – Student’s story videos – Head’s welcome videos – School event videos, i.e school plays, dances, celebrations etc – Alumni videos – Open Day videos – Aerial videos for a birds-eye view of your school – Web advert school videos
With roughly one billion monthly users, Instagram is a social media channel that every school should be on. This highly curated platform when used strategically can put your school’s content right in front of your target audience, by tapping into location opportunities and hashtags. Create a content strategy that encompasses key school dates which may include World Book Day, open days and Christmas carols etc. Hashtags are one of the most important elements when it comes to Instagram and marketing an independent school. You should be using approximately 15-20 per post. Assess what types of hashtags prospective parents may follow such as #devon or #independentschools and add these to the caption when posting.
Create a Facebook Business Page for your School
A Facebook profile for your school is another way to help parents discover your school and also interact with you online. Create a full profile that is populated with content and imagery and use the channel to update followers about key school events, open days, successes and social activities. When promoting key days across the year such as open days then design eye-catching Facebook banner headers, create Facebook Events and post key information on your timeline.
Use a Promotional School Video on your Facebook Header
When a user lands on your Facebook page, the header will be the first thing they see, so it’s, therefore, a great place to hold a showcase video for your school. Use a video that highlights all the best aspects of your school without the need for sound.
Facebook and Instagram Ads for Schools
Facebook and Instagram ads can be a great way to deliver your message in a highly targeted way. With filtering options that allow you to focus your demographic including age, gender, behaviour and interests, these platforms ensure that your ads are only being shown to those who would find the content relevant. Make sure that you have a clear idea of who your target audience is and what sort of compelling content would get them to engage with your ad. These style of adverts will have a cost associated every time someone clicks on it, so you always want the page you direct them to grab their attention and lead them to perform an action (download a school prospectus, sign up to an open day or sign up to your newsletter). You don’t want to spend precious £s on having people click on your advert and then jump straight off your website.
Contact us to find out how Small Films can help you with your social media ads
Create a School YouTube or Vimeo Page for your promotional school videos
Not sure where to put your sixth form Macbeth school play video? YouTube and Vimeo pages are brilliant channels to give a more in-depth view into life at your school. You can go behind the scenes of your art department or give a deeper insight into how you approach wellbeing and pastoral care or even share your sixth form awards ceremony so parents can watch the replay from the comfort of their own homes. Every video uploaded should tell a story and have a purpose. Aim to segment your videos into categories to help users easily find the style of video they’re looking for, i.e sports department, celebratory events and co-curricular.
Design a Website That Clearly Shows the Benefits of Your School
A clear and well-designed website is the most important factor in marketing an independent school. A well-performing school website is one that helps build trust with your audience, guides your visitors to take particular actions, is full of valuable and useful content and is clear and easy to use. Assess the content that a prospective or current parent may want to know and check that your website answers it. Are key pieces of information such as fees and admissions information easy to find? Does the content clearly show the ethos of the school? Make sure you build in trust signals throughout – this can be as simple as ensuring blog content is regular and updated. If you have won awards such as The Independent School or Best School Awards then shout about this or if you have video testimonials from current students then include these on your site.
School Website Checklist
– School Term Dates – Head Teacher’s Welcome Video – About the School – Open Day Information – Registration Timelines – Pastoral Care – School Life Video – School Fees – School History – School Prospectus (or ability to have the prospectus posted) – Scholarship and Bursary Information – Co-curricular activities – Admissions Procedure – Departmental Information – Directions to the School – Contact Information – Blogs and News – Links to Social Media
Start a School Blog
Placing emphasis on your school blog content is a great way to showcase to prospective parents the best highlights of your school. Think of it as a window into your school where you can recap key school events or give a glimpse into a typical day of a student. Blogs also make great content to share in newsletters or on your social media channels.
Independent School Blog Ideas
– News – Highlights of key events, i.e school plays, celebrations, awards etc – Interviews with Department Heads – A glimpse inside a new building – A day in the life of a student – What to expect when starting at your school – School admission tips – Student guest posts
Consider the questions that prospective parents may have and write blog content that answers these topics such as
– How to prepare your child for boarding school – How to apply for a bursary or scholarship – Top 10 ways to help your children complete their homework – Creative ways to homeschool during lockdowns
ENTER INDEPENDENT SCHOOL AWARDS
Not only can winning awards be a great way to boost staff morale, they are also an excellent way to showcase to prospective parents that their child will receive an outstanding education at your school. A shortlist can be a great bit of PR and excellent content to broadcast on your social media channels and if you go on to win the award make sure to proudly place the winning logo front and centre on your website. Below are some of the key independent school awards to enter across the year to help you market an independent school.
By listing in independent school directories you can leverage when a parent performs the search on Google of ‘Best independent schools in the UK’. Some of these lists may be populated by league tables whilst others may be by area, i.e top independent schools in London. Contact the owner of the website and ask if there is an opportunity for your school to be listed.
If you are looking for a school video production company and digital marketing agency that can help you in marketing an independent school, then don’t hesitate to get in touch – we’d love to help.
Looking to increase school admissions, drive registrations for upcoming open days or just build overall brand awareness of your school? The Small Films team has distilled down our absolute favourite school marketing tactics into a list of 55 marketing ideas for schools.
Over the years, we’ve been lucky enough to work with the likes of Eton College, Blundell’s and Marlborough College, creating awesome school films, so we’re well-versed in bringing a school’s story to life. If you’d like to chat with one of our school film specialists about your upcoming film project or school marketing ideas, then just drop us a line at george@smallfilms.com
1) Develop an email marketing strategy around key events in the calendar
Map out key events in your school calendar, such as;
Open days
Sports days Scholarship applications
Founders Day
New department openings
Art dept exhibitions
New teacher announcements
Key sports results
Then, plan email content to help drive awareness around each.
2) Include your school in local online directories
We always recommend listing your school in local online directories to support a local SEO strategy. These might be publications such as BerkshireLive.co.uk or getsurrey.co.uk. Run a search on Google to find the right directories for your school.
3) Set up a Google My Business Page and Bing Places
A Google My Business page is a really important aspect to help signal to Google where your school is based. It also is a mechanism to gather reviews, which, if your school receives positive feedback, is a brilliant way to build trust with your audience. A GMB page also helps your private school appear in map listings if a prospective parent searches for something like ‘schools in Berkshire’
4) Set up a Wikipedia page for your private school
A Wikipedia page is a great way to present your school as established whilst also providing another avenue for parents/future students to find out more information about you. Make sure it is as comprehensive as possible when filling out the content.
Watch the film from the Small Films team that helped Marlborough College raise £ 1.3 million for their bursary scheme.
5) Create a school blog
Blogs are such a valuable marketing channel, but they are so often used incorrectly where the content isn’t interesting to the reader or uploaded too sporadically. When planning out your content, consider what is valuable to the reader and what their pain points might be. This will help you to create a blog calendar that brings traffic to the website and is more likely to convert.
6) Create a virtual walk-through of your private school campus
Don’t rely on prospective students being able to visit your school campus. They might want to get a better idea of what your school can offer before they make their journey. By creating a virtual walk-through of your private school campus, you can help give a behind-the-scenes view of what’s on offer.
7) Create a downloadable prospectus for your website
Your school prospectus is your No.1 piece of marketing collateral. By having a downloadable version on your website that is hidden behind a form, you can also gather lead details which you can then feed into your email marketing campaigns.
8) Write newsworthy press releases
Always consider what news you have to shout about. Has the school had a new state-of-the-art department built? Has your school made breakthroughs in sustainable practices? Whilst these types of news stories might not be featured in publications such as The Times or The Guardian, they’re likely to be picked up by more local press outlets such as Wales Online or Get Surrey.
Keep your school front of mind with a monthly newsletter. Always consider how you segment the emails and what sort of content they should receive. For instance, users who have joined your email list because they downloaded your private school prospectus might be interested in different content compared to parents of children already at the school.
10) Use your email signature for marketing your private school
Consider how you can boost your email signature with information that helps to market your school. That might be including award logos, accreditations or links to join your monthly newsletter or read the school blog.
11) Mark notable milestones at your school
Significant milestones at your school shouldn’t go unnoticed, as not only are they a great way to reward your students and staff members, but they’re also a fantastic marketing opportunity. Celebrating 50 years since the school was founded, or has your Head Teacher reached a 30-year anniversary? Produce an event, hire a videographer and create an email and social media campaign to let everyone know.
12) Create an FAQ section for key pages of your website
FAQs on a website are a great conversion tool. They not only help to answer questions prospective parents may have, but they are also really helpful for SEO. Map out all the questions future parents might have and add them to the appropriate website page.
13) Get featured in ‘best school’ lists
When searching for a private school, parents may often search terms such as ‘best schools in Surrey’ or ‘best private schools in Wales’. Google will often serve up lists created by publications. By featuring your school on these lists, you’re not only helping your SEO efforts, but you’ll also see an increase in traffic to your website from users finding your school this way.
14) Sponsor local events
Sponsoring local events can be a great way to get in front of parents who live locally. Keep an eye out for events such as fetes, charity events and Garden Open Days where you can get involved.
15) Advertise your private school on your local radio station
Radio advertising can be one of the most effective ways to get your brand out there to a locally targeted audience. Whilst it’s more expensive than some other marketing tactics, you can achieve greater reach to a highly targeted audience.
16) Advertise your school at local train stations
Outdoor advertising can be really effective if you’re placing your adverts in the right places. Consider local train stations, as these will regularly have your target audience passing through.
17) Use the right hashtags on Instagram
When posting on Instagram, always make sure to use the right hashtags. Think what sort of hashtags your target audience might follow, whether that’s hashtags like #privateschools or #independentschools or location-based hashtags such as #berkshire or #stalbans.
18) Do some local SEO work
Local SEO is likely to be one of the most effective marketing tactics for your school as you’re helping your website be found when someone is actively searching for a school. Use a keyword research tool to find what search volumes are. For instance, a prospective parent may type ‘private schools near me’ or ‘independent schools in Wiltshire, into Google, and if they see your school listed in the local map results, they are more likely to click on it.
19) Run informative webinars
Consider the type of content that parents might want to learn about before sending a child to school. These might be areas such as ‘how to prepare your child for boarding school’ and ‘how to help your child pass the 11+ exam’. Run targeted Facebook ads to help drive registrations to the webinar.
20) Spend time defining your specialist areas
Does your school have an exceptional drama department, or is the rowing team picking up trophies left, right and centre? Consider if you have a specialist area that you can create a marketing strategy around.
21) Create an editorial calendar for your blog and social media content
It’s so easy to fall into the trap of posting irregular social media content. We’ve all been there, scrabbling around for content just because we feel we should be posting something. Instead, create an editorial calendar to help you keep on track. Pencil in key dates both for your school, such as open days, Founders Day etc, but also schedule in content around key marketing days such as National Science Day or World Book Day.
22) Create a YouTube content strategy
YouTube is regularly underused as a channel. Often video content is put there as no one knows what to do with it, and it’s not optimised or even labelled clearly. Consider a YouTube strategy of creating high-quality video content that gives a view of life at your private school.
>> Interested in improving your YouTube channel. Email george@smallfilms.com to sign up for a Free 15-minute YouTube Audit
23) Make sure Google Analytics and Google Search Console are set up on your site
Always ensure from the get-go that you’ve got both Google Analytics and Google Search Console set up. Google Analytics is a fantastic tool to track simple data, such as visitors to your site, but also how visitors move through your site and take certain actions (such as downloading a prospectus). Google Search Console will show the terms people search to come through to your site – really useful for your SEO strategy.
24) Use A/B testing on your email campaigns to measure their effectiveness
Get into the practice of always A/B testing your email campaigns. This can be amended subject lines, visuals, and the content you include in the email body. Keep A/B testing a variety of emails so you start to paint a picture of what types of content and subject lines resonate with your audience.
25) Create a segmented email list
Don’t just send your email campaigns to everyone on your list; make sure to always work with a segmented list. Consider segments such as alumni, current parents, prospective parents and current students.
26) Grow your email list with lead magnets such as a downloadable prospectus
Building email lists can be hard. No longer does a ‘sign up to our newsletter’ mechanism work. You have to give value to get people to part with their email details. Lead magnets such as your school prospectus are an easy way to get contact details, but consider what other content is enticing. Guides, checklists, and webinar replays are all ways to grow your email list.
27) Test out new subject lines for your email marketing campaigns
Email subject lines can make or break an email campaign. Consider what makes you open emails and why. Always ensure your email subject lines are clear whilst also demonstrating the value of what’s inside.
28) Add a heat mapping tool to your website
If your site isn’t converting well, or you feel it could be converting better, then adding a heat mapping tool is a great way to see where users are dropping off. Companies such as Hotjar and Crazy Egg are well-known tools and usually offer a free trial period.
29) Analyse Queries on your Google Search Console to help guide keywords to target
Google Search Console contains a hive of data around what keywords to target. On the ‘queries’ tab, you will see the keywords someone has typed into Google, and your site has shown in the search results. This will help you build a picture of keywords to target in your SEO campaign.
30) Clearly identify your target personas
Fully building out your target persona is a great way to really dig deep into who you are targeting. Beyond simple demographics such as age, gender, location etc, consider elements such as what they like to read, what their hobbies are, and social media channels of choice. This will help you determine how you target them.
31) Ensure your website is optimised for mobile
Ensuring your website is optimised for mobile is a key SEO ranking factor. But you also want to ensure prospective parents/students have a good experience when viewing your website on a mobile. A poor experience could lead them to bounce and not return.
32) Sign up for journalist enquiries
Journalists are always looking for content. Subscribe to sites such as Editorielle, Haro or Response Source to receive journalist enquiries. Research journalists at local magazines/newspapers or publications such as Tatler and follow them on Twitter, setting up notifications for when they tweet.
33) Consider school vehicle branding
Vehicle branding can be a great way to build brand awareness. If you have vehicles at your school, whether that’s minibuses or cars used by teams onsite, consider putting your school’s logo on the side.
34) Publish student video testimonials
When parents are researching a private school for their child, they’re looking for continual signals that the children at the school enjoy their time there. By publishing student video testimonials, you can give an insight into what students enjoy at the school. Video testimonials are even better than written testimonials as they are more trustworthy.
Watch the school promotional film we created for Exeter School.
35) Hire a videographer to capture key events and help you build a content library
Video content is a fantastic way to show prospective students what life is like at your school. By hiring a videographer for key events such as school plays, Founders Day, sporting events etc, you will start to build a library of footage that you can use across your website and social media content.
36) Upload your promotional school video as your Facebook page header
A video on your Facebook page is a brilliant way to bring it to life and give users a great glimpse into behind the scenes of your school.
37) Create playlists on your YouTube channel to focus on different areas of your school
When uploading content to your YouTube, aim to give it some structure. Consider what parents/students may want to know when they’re researching your school. Perhaps they’re interested in your drama department and are looking for videos of your rendition of Romeo & Juliet, or maybe they’d like to see the extra-curricular activities available. Creating separate playlists allows them to find what they’re looking for easily.
38) Ensure you have ‘trust signals’ on your website
Trust signals are a really important part of a website and can help enormously to improve conversion. These can be examples of awards, accreditations, testimonials and video interviews with key members.
39) Interview your department heads on film
Video interviews with your department heads will help prospective parents to see who will be teaching their children and what priorities they have for their departments. We always recommend using a professional school video production company for these types of interviews, to ensure you get a well-produced result.
40) Brainstorm prospective parent’s questions and create blog content that answers their queries
When looking for a private school, parents will have a whole host of questions. They’ll be wondering when they might need to apply, how to ensure their child passes the 11+, what they might need to prepare if aiming for a scholarship, plus much more. Brainstorm each and every question and write blog content that answers these queries.
A film for Blundell’s School, shot by the Small Films team
41) Add your school to the Independent School Directory lists
There are a variety of Independent School Directory lists that you can feature your private school.
Take note that it’s likely that you will have to pay to be listed.
42) Create a video to show future parents what their child can expect at your school
Highlight departments, show footage of the grounds, and consider interviewing students, the headteacher and department heads for a rounded view of your school. This video can be used in Open Day campaigns, plus it’s a great sales tool on your website.
43) Analyse your website navigation for user experience
Often school websites will have a lot of information that they want to portray about life at their school. It can be easy to build a navigation where users aren’t clear on where to go or miss key elements that a prospective parent/student needs to know. Draw out your menu navigation and look at competitors to check you’re putting your best foot forward.
44) Use Screaming Frog to check that no page is more than three clicks away
Screaming Frog is a great tool to check what pages you have on your site. The tool also helps you check the click depth, showing that no page takes more than three clicks to get to.
45) Check any Facebook/Instagram/Google ads send a parent to a dedicated landing page that is in line with what they would expect.
If you’re running any ads to your school website, then always make sure that they’re landing on a page that the user would expect. For example, if you’re targeting searches around ‘sporty private schools’, you want to make sure the user is landing on a page that demonstrates how good your school is at sport, and isn’t talking about your drama department.
A video for Eton College’s Orwell Award, shot by the Small Films team
46) Maintain a blog and produce content that is valuable to parents
So often, brands have blogs where they’re writing content for the sake of it. Whenever you write a blog, make sure it adds value to your reader. Will it help a user take a particular action? Will the content be evergreen? Can existing content be repurposed?
47) Create a prospective parent journey map to understand how they may interact with your school
It can be really useful to map out how a prospective parent might find your school. Is it through a Google Search, did they see Outdoor advertisements, or were they served a Facebook ad? Map out the journey they might take so you can see where you can make improvements.
48) Identify what objections prospective parents/students may have to registering with your school
It’s a big decision choosing which private school to go to, and throughout this process, parents might have certain objections. Do they think you’re too big, so their child won’t be well enough looked after? Is the school lacking in extracurricular activities? Delve into what these objections might be and create content and messaging that helps to resolve these objections.
49) Aim to build an online community for your school/college through social media
When creating social media content aim to build a community. Whether it’s alumni or current students, you want students to engage with posts, to feel like they want to share and comment because they identify with what is being said.
50) Invest in good quality content
Investing in good quality content is a must. Whether that’s a beautifully designed prospectus, a school film or high-quality photographs – if they’re well produced, you can use them time and time again.
51) Ensure your admission process is clearly communicated
One of the key pieces of information a prospective parent will want to know when they’re considering your private school is what is the admission process. Ensure this is a clear navigation from your top menu and that all key dates and requirements are clearly communicated.
52) Run a social media campaign around a specific topic
Is your school starting to perform brilliantly in sport? Consider a social media campaign promoting this. Consider Facebook/Instagram ads targeting those who’ve visited the sports page on the website.
53) Ensure you have strong messaging around your extracurricular activities as well as academic
When choosing a school, parents will be highly interested in extracurricular activities as well as the academic aspect of your school. Consider how you bring this into your marketing, whether that’s on your YouTube channel, dedicated website pages, social media content or email marketing.
54) Create a video interviewing the headteacher and their vision for your private school
The Head Teacher can be a huge selling point for your school. As a parent, you want to ensure they have your child’s best interests at heart and that they have a strong vision for the future performance of the school. By capturing their ambitions on camera, you can feature the film on your website and other marketing materials.
55) Enter independent school awards
Winning awards is not only a great way to boost morale, but it’s also an excellent way to showcase to prospective parents that their child will receive an outstanding education at your school. Even if you’re just shortlisted, this is still a great bit of PR, plus excellent content to broadcast on your social media channels. If you go on to win the award, then make sure to proudly place the awards ceremony logo on your website.
Small Films is a school video production company based in London. We’ve shot school films for some of the top private schools, including Eton College, St Margaret’s Prep School and Croydon High School. If you’d like to speak to one of the team, then do drop us a line.
A well-crafted promotional video can help sell your school to parents, showcasing its benefits, ethos, emotions, and what makes it such a great place to learn. It’s a decision that won’t be taken lightly, so they’ll need to feel confident before deciding to send their child to your school. A school promotional video can be an excellent way to build that much-needed trust.
At Small Films, we’ve put this guide together detailing everything you need to know about how to make a promotional school video.
1) Set a budget for your school promotional video
Unless you have a Hollywood Blockbuster movie budget to shoot your school promotional video, you’ll probably need to plan more conservatively so you don’t end up overspending. First, think about the type of video you want to film (more on that in a bit) and how long it might take.
Then consider the number of people involved, locations where filming might take place, and if there will be extra features like animations. Editing will also be needed and should be considered when you’re planning the budget for the shoot.
2) Think about what makes your school unique
Before you can get down to the crux of creating a school promotional video, you’ll need to think about what makes it unique. What’s the USP that will help it stand out from other local educational institutions?
Perhaps it has a particularly sought-after drama department and has seen several pupils go on to be professional actors. Or maybe it’s known for having a strong maths department that yields high grades and a number of students going onto higher maths education.
Highlight everything that makes your school special and pinpoint its strengths, zeroing in on them so that they are prominent features in your promotional video.
The below school promotional video the Small Films team created for Croydon High School really highlights how Croydon High girls are confident and creative, change makers both now and in the future.
3) Consider the different types of school promotional videos
You’ll want to tell a unique story about your school. Fortunately, there are plenty of options for the type of promotional videos you can film, with each one serving a special purpose.
Website
Using your website for a short and concise promotional video offers people visiting your page a summary of what to expect from the school. It acts as an explainer video that will engage parents and, ideally, offers a mix of interviews with teachers and pupils, as well as footage of the grounds and facilities.
Departmental films
A departmental film can provide insights into the different school departments, offering a more in-depth look at what people can expect from specific areas of the school. You can highlight a department’s benefits, showing viewers what the classrooms, teachers and perhaps a short interview with the Head of Department.
Pupil stories
Telling the stories of your pupils is a great way to provide an emotional connection to your school and give a first-hand insight into what it’s like to get an education there. You can use social media platforms like Facebook and YouTube to share their journeys and help build a connection with future students.
A Small Films video for Eton College
A message from the Headteacher
The Headteacher is such an integral part of the school’s make-up, and therefore they have a fair bit of sway. Usually, schools opt for a “Head’s welcome” message, but why not evolve it into an in-depth interview with the Head, allowing them to share their vision and ethos for what makes your school special.
Short-form stories
Think of short-form stores as quick, easily digestible shorts that feature vignettes of school life. You can also use them to highlight specific parts of the school, whether it’s the sports hall, drama centre or school grounds.
4) Create a storyboard
Once you’ve settled on the type of video content you want to use to promote the school and are happy with your USP, it’s time to visualise your idea. Storyboarding is a great way to lay out your ideas and think about how you need to film each section.
You don’t need to embrace your inner artist, either; storyboards can be simple, roughly drawn images that help set the scene. They will allow you to see the bigger picture and provide a clearer idea of what the shot may look like, helping you plan everything before you start filming.
5) Consider who will be behind the camera
One of the most important questions surrounding your promotional school video will centre around who does the filming. It can be tempting to do everything in-house, maybe even using the help of the media department. But unless you’re going for a video that’s short and sweet, we don’t recommend the do-it-yourself approach.
Hiring equipment can be expensive, and you’ll need someone involved who is a professional and has experience. Therefore, working with a freelancer or video production company is more advisable, as you will be able to tap into their expertise. Plus, they will have the required skills to execute the best video for your school’s needs.
They will also take care of things like release forms and know how to get the most authentic performances from the people involved in the videos, be it teachers or pupils. Just make sure you hire a good director who can work with children and has a patient crew able to coerce the best performances out of everyone involved.
No matter which direction you take, it’s worth planning everything out in advance so that you have an idea of what to expect from the shoot. The result will be a more transparent process with the end result you wanted: a high-quality promotional video that showcases the best of your school and connects with parents who will feel encouraged to send their children there.
ABOUT SMALL FILMS – A SCHOOL VIDEO PRODUCTION COMPANY
We’re a video production company that specialises in promotional school videos. We’ve shot films for the likes of Eton College, Blundell’s and Marlborough College. If you’d like to have a chat then do get in contact
It can be tough as a school to stand out in a crowded landscape. But one powerful tool that has proven to be a game-changer is video. In this comprehensive guide from the Small Films team, we’ll explore the various strategies and tactics to leverage video content to increase school admissions.
The Power of Visual Storytelling
Before we delve into the specifics, let’s understand why video is such a potent medium. Humans are visual creatures, and video allows schools to tell a compelling story, providing an immersive experience that resonates with prospective students and their parents. With the right approach, video can evoke emotions, showcase the unique culture of your school, and highlight the benefits of choosing your institution. Here are all the ways you can use it to increase school admissions.
Showcase School Life
Prospective students and their families will always want to get a feel for the school grounds. Use video to offer virtual tours, capturing the bustling hallways, engaging classrooms, vibrant extracurricular activities, and the overall atmosphere of your school. A well-produced virtual school tour can create a familiarity that goes beyond what traditional brochures or websites can achieve.
Spotlight Academic Excellence
Create videos that highlight the academic achievements and excellence of your school. Showcase successful projects, innovative teaching methods, and testimonials from students who have excelled in their academic pursuits. Parents are keen on understanding the quality of education their child will receive, and video testimonials can really help to support this.
Watch the Bancroft’s School promotional film from the Small Films team.
Feature teachers and staff
Introduce the faces behind the education by creating videos that spotlight your departments and teachers. Share their stories, teaching philosophies, and passion for educating students. This personal touch humanises the educational experience and helps build trust with prospective students.
Capture special events
Schools often have unique events and celebrations that contribute to their ethos. This might be school plays, anniversaries, Founders Day celebrations or Christmas Carols. Capture these moments through video, allowing prospective students to witness the environment that your school fosters.
Create testimonials and success stories
Feature video testimonials from current students, alumni, and parents who can share their positive experiences with your school. Real stories help to endorse your school, addressing common concerns and showcasing the tangible impact of your school on students’ lives.
Address FAQs
Create informative videos that address frequently asked questions and common concerns that prospective parents may have. Cover topics such as the admissions process, academic programmes, extracurricular activities, and the overall student experience.
Create social media engagement
Use social media platforms to share your video content. Platforms like Instagram, Facebook, and YouTube are ideal for reaching a wide audience. Short, engaging snippets can be shared as teasers, directing viewers to longer, more detailed videos on your school’s website. Encourage sharing and interaction to expand your reach.
Deliver webinars and virtual open days
Host webinars and virtual open days through live and recorded video sessions. This allows prospective parents to interact with teachers, ask questions, and gain a deeper understanding of what your school has to offer. Virtual events also accommodate the busy schedules of modern families.
Run video ad campaigns
Consider running targeted video ad campaigns on platforms like Facebook and Instagram. These ads can showcase the unique aspects of your school and appear to users who fit your target demographic. Video ads have the advantage of capturing attention and conveying your message quickly and memorably.
Watch Dumpton School social media video ad from the Small Films team
Share alumni success stories
Highlight the achievements of your alumni through video testimonials and success stories. This reflects positively on your school and demonstrates the long-term impact of the education you provide. Alumni success stories can be a compelling factor for families considering your institution.
From showcasing your grounds and academic excellence to featuring testimonials and engaging with prospective families through virtual events, video content allows you to bring the unique aspects of your school to life.
If you’d like support from a video production agency that has delivered films for the likes of Eton College, Croydon High School and Marlborough College, then don’t hesitate to get in contact. We’d love to hear from you. We can support across a wide range of films, from social media video ads, testimonials through to Heads of Department welcome videos.
School prospectuses play a pivotal role in attracting new students and parents. They not only serve as the face of your school, providing valuable insights into your curriculum, facilities, and overall ethos, but a well-designed prospectus can be a powerful conversion tool – helping parents and students make an informed decision about your school. In this article from the Small Films team, we delve into all the key considerations when creating a school prospectus.
1. Understand Your Audience
Always the first step when creating your school prospectus is understanding your target audience. Consider who will be reading it – parents, students, or both. And then tailor your content and design to meet the needs and preferences of this audience. Parents, for instance, may be interested in academic achievements, extracurricular activities, and the school’s philosophy, while students might be more interested in courses, clubs, and the overall atmosphere.
The cover of your prospectus is the first impression potential readers will have of your school. It should be visually appealing, reflecting the school’s branding and identity. Including high-quality images of the school campus or students engaged in learning or non-academic activities can be a great way to showcase your best bits.
3. A Table of Contents
A table of contents is essential for easy navigation through your prospectus. This helps readers find the information they’re looking for quickly. Ensure that the table of contents is clear and includes page numbers.
4. A School Introduction
Start your prospectus with a warm and inviting introduction. Provide a brief history of the school, its mission and values, and a welcoming message from the school’s leadership. This section should set the tone for the entire school prospectus.
5. Highlight Academic Programmes
Detail your academic offerings, including courses, and any specialised programmes. Mention any noteworthy achievements, such as GCSE and A-Level scores, or successful alumni. Graphics, charts, or infographics can make this section more engaging and informative.
6. Extracurricular Activities
This section is critical, especially for parents who want a well-rounded education for their children. Highlight clubs, sports teams, arts programmes, and any other extracurricular activities. Include images of students participating in these activities to bring it to life.
Introduce the staff who make your school special. Mention their qualifications, experience, and their dedication to fostering a positive learning environment. Personal anecdotes or testimonials from students can be powerful additions.
8. Facilities and Resources
Showcase your school’s infrastructure, including classrooms, labs, libraries, sports facilities, and any recent renovations or additions. Include high-quality photos to provide a visual representation of the school’s resources. This helps parents and students get a sense of where they will be spending their time.
Genuine testimonials from current or former students can be really compelling. They offer a firsthand perspective on the school experience and can influence the decision-making process. Include quotes, anecdotes, or even short video clips from students sharing their thoughts on the school.
10. Parent Testimonials
Similarly, testimonials from parents can provide assurance to prospective parents. These testimonials can discuss the school’s impact on their children’s lives, their satisfaction with the education, and any specific experiences they’d like to highlight.
11. Promotional Video
Incorporating a link to a school promotional video is an excellent idea. Videos are a dynamic way to showcase your school’s atmosphere, culture, and achievements. A well-produced video can captivate and engage prospective students and parents on an emotional level.
See the Eton College promotional video from the Small Films team
12. The Admission Process
Explain the admission process in detail, including application deadlines, requirements, and any specific guidelines for different grade levels. Make it clear and easy to understand, and provide contact information for the admissions department in case of enquiries.
13. Tuition and Financial Information
Include information about tuition fees, payment options, and any financial aid or scholarships that may be available. Transparency in this area is vital for parents who need to plan their finances.
14. The School Calendar
Provide an academic calendar outlining important dates, holidays, and special events throughout the school year. This helps parents and students plan and anticipate the school’s schedule.
Include clear contact information for the school, including phone numbers, email addresses, and the physical address. Encourage readers to get in touch for further information or to schedule a visit.
16. Call to Action
Your prospectus should have a clear and compelling call to action. After reading it, you want prospective parents and students to take a specific action. This could be scheduling a school visit, submitting an application, or getting in touch with your admissions team. Make this call to action prominent and easy to follow.
17. Design and Layout
The design and layout of your prospectus are as crucial as the content. It should be visually appealing, easy to read, and in line with your school’s branding. Use a consistent colour scheme and typography. Consider professional design software or hiring a graphic designer for a polished look.
18. Print and Digital Versions
Consider offering both print and digital versions of your prospectus. The print version is essential for in-person meetings and can be handed out at school fairs and events. The digital version can be easily shared on your school’s website and social media platforms, making it accessible to a broader audience.
19. Keep It Updated
Your school is continually evolving, so ensure that your prospectus stays up to date. Regularly review and revise the content to reflect any changes in the curriculum, faculty, facilities, or achievements.
20. Proofreading
Before finalising your prospectus, invest time in proofreading. Typos, grammatical errors, or inconsistencies can undermine the professionalism and credibility of your school.
21. Distribution
Once your prospectus is ready, create a distribution plan. Distribute print copies to relevant local businesses and at Open Days or for online enquiries. Digitally, share it on your school’s website, social media channels, and through email campaigns.
22. Measure Its Impact
Track the effectiveness of your prospectus by monitoring website traffic, admission applications, and the number of enquiries. This will help you gauge its influence and make improvements for the future.
Creating a school prospectus is a substantial undertaking, but it’s a crucial tool for attracting prospective students and parents. A well-crafted prospectus serves as a window into your school’s culture, values, and offerings, helping families make informed decisions about their educational choices.
Whilst there’s a whole range of platforms at your fingertips to leverage your video content, YouTube stands out as one of the most powerful channels to showcase the fantastic footage of your school. Not only can YouTube be a key part of your SEO strategy, but it can also be an excellent portal for prospective parents and students to learn more about what you offer.
However, simply creating a YouTube channel and uploading content isn’t enough. In this blog from the Small Films team, we explore crucial areas to consider for your school’s YouTube channel to ensure it reaches its full potential.
Optimise for SEO
Search Engine Optimisation (SEO) is a key way to ensure your videos appear in search results. Start by understanding what prospective parents are searching for, such as ‘schools in Berkshire’ or ‘sporty schools in the UK’. To do this we recommend using an SEO tool such as SEMrush, Ahrefs or Moz. Then look to use these keywords in relevant video titles, descriptions, tags, and even the video content itself to increase its visibility in search results. But make sure you’re not keyword-stuffing.
Organising your videos into playlists is an effective way to enhance user experience and keep viewers engaged on your channel. Categorise your content into different playlists, such as “Pastoral Care,” “Sports Matches,” “Interviews with Heads of Departments,” and more. This allows viewers to easily find and watch the content they are interested in, keeping them on your channel for longer.
Remember to add descriptive titles and eye-catching thumbnails to each playlist to entice viewers to explore more of your content. Playlists also increase the chances of your videos being recommended to users who watch similar content, helping you reach a wider audience.
Craft an Excellent Description
The video description plays a significant role in engaging viewers and optimising for SEO. Start with a compelling introduction that hooks the audience and clearly states what the video is about and the benefits of watching it. Incorporate relevant keywords naturally into the description to help search engines understand the content better.
Include essential links in the description, such as links to your school’s website, social media profiles, and other relevant videos. You can also encourage viewers to subscribe to your channel, enabling them to receive notifications for future content.
Create Eye-Catching Thumbnails
A visually appealing thumbnail is an essential part of grabbing viewers’ attention and enticing them to click on your videos. Design custom thumbnails that represent the content accurately and incorporate bold, easy-to-read text highlighting the video’s main topic.
Ensure that the thumbnail is consistent with your school’s branding, using the school logo or colours where possible. Avoid misleading thumbnails, as users will then click on the video and bounce. This can harm your channel’s credibility and lead to disengagement from viewers.
Engage with Your Audience:
Building a strong relationship with your viewers is crucial to the success of your YouTube channel. Encourage interaction by responding to comments and addressing any questions or concerns promptly. This fosters a sense of community and shows that your school values its audience.
You can also engage with your audience by running polls or Q&A sessions, where viewers can provide feedback and suggest future video topics. Creating a sense of inclusivity and genuine interest in your viewers’ opinions will increase loyalty and encourage them to become advocates for your school.
Analyse and Improving Performance
Regularly analyse the performance of your videos using YouTube Analytics. Pay attention to metrics like watch time, engagement, and viewer demographics to understand what content resonates with your audience the most.
Use this data to refine your video strategy, creating more of the content that performs well and adjusting your approach for underperforming videos. Continuous improvement based on data insights will lead to a more successful and engaging YouTube channel.
A well-optimised YouTube channel can be such a powerful marketing tool for your independent school, and when done right can significantly increase school admissions. If you’d like to speak with our experts about how to create a YouTube strategy and the right sort of film content then just drop us a line at george@smallfilms.com
