Video Production For Higher Education
Updated July 31, 2018.
There’s no better way to lure in potential freshmen than with stunning visuals of a beautiful campus, footage of fun football games, and the smiling faces of real professors and students. Promotional videos are one of the most dominant forms of marketing for institutions of higher education. Nearly every college, from community colleges to the Ivy’s, take advantage of video marketing in one way or another. They target juniors and seniors in high school starting to consider which college they may want to attend. These students don’t just want to hear about a school, they want to see it and feel its atmosphere. With hundreds of colleges to pick from, why should they choose yours? Show them.
So what should you focus on in the video? What kind of content should you include?
- Lots of scenery of the campus buildings – inside and outside
- Students walking around campus/student testimonials
- Student and professor interaction in the classroom
- A university event with a fun, action-packed atmosphere
- Make sure to present a clear message and call to action
These trends are especially prevalent in videos for Ivy League schools such as the University of Pennsylvania, Yale University and Harvard University. If you have a diverse student population, show it off. If you have high-tech classrooms or award-winning professors, show them off. Give prospective students a feel for what a typical day at your school is like, as well as an especially exciting day. Make parents about to send their kid off to college feel comfortable with the school and excited to send their child to a wonderful university. The goal is to pique the interest of every person who watches that video and make them want to look into your school further. This will lead to more applications, and the more applications, the better.
Take a look at what Harvard did in this promotional video, “Home at Harvard.” Note what a welcoming atmosphere they create. They make sure to discuss the extracurriculars they offer and the endless opportunities to meet people and make friends. Since it’s Harvard, they don’t need to promote their academics quite as much. It’s known for being one of, if not the, best university in the world. Everyone knows that, so that doesn’t need to be a hard sell. This video was aimed at potential students worried they might not fit in at Harvard. Look at your school, consider its pros and cons, know your audience, and create a video that addresses the consumer need or concern.
Not all higher education videos have to be dry and strictly informative. Don’t be afraid to let loose and get creative. You want to engage your audience. Show them your university has a personality and set it apart from the rest.
Alanna Goodman is a marketing and communications intern at Green Buzz Agency. She is a proud alumna of James Madison University!
Corinne Buckwalter contributed to this post.