As a school marketer, you know publishing videos is becoming more critical than ever. Regardless of the channel, people love to watch videos, and that includes emails!
So if your school isn’t publishing videos, you’re way behind the curve. Wyzowl, a leading developer of marketing explainer videos, conducted research in December 2020. Here is some of the data they uncovered:
- 86% of businesses use video
- The number businesses using video as a marketing tool has increased by 41% since 2016
- 93% of marketing say video is an important part of their marketing strategy
- Explainer videos (73%), social media videos (67%), presentation videos (51%), sales videos (41%) and video ads (41%) were the most common types of videos being created
- 87% of video marketers say YouTube has been effective
- 85% of people say they would like to see more videos from brands in 2021
With these compelling statistics, it’s hard to understand why schools aren’t producing more videos. However, video production isn’t easy and may not be a line item in your marketing budget. Many school marketers set out to add video marketing to their marketing strategy but aren’t clear about how much time video development will require.
It’s never easy to create quality content that engages families and attracts new inquiries. Increasing your productivity while developing new videos will improve the quality of your school video marketing projects.
Here are six tips for improving your video marketing productivity.
Start with a project management tool
If you haven’t already, set up a project management software tool to manage tasks and maintain communication. Click here for a list of project management tools as well as tips for increasing productivity with a small marketing team. A task management tool with help you streamline overall work processes as well as solve issues that inevitably will emerge.
Know your audience
Before you can move forward, you need a sense of who you’re targeting. Most of the time this will be parents, but it might be an audience segment, such as parents with children interested in your athletic program, or parents with children who have special needs. Don’t fall into the trap that all parents want to see the same video content.
Make a plan
The best video projects are planned out ahead of time. Plan out your characters, write your script, and draw out a storyboard. If your project is complex enough, you might want to create a shot list before you start filming. Plan your b-roll shots (video shot from a different camera) so you have extra video footage in case you need it when you are editing your video. Try to find school backgrounds that fit with your video topic without being too busy so viewers aren’t distracted.
Choose your video editing tool
The trick to choosing the right video editing tool for your school is understanding the features of the tools you’re investigating and how important those features are for your video marketing strategy. Features to consider include:
- User interface
- Input formats
- Capture – import
- Editing tracks
- Special effects and filters
- Audio control
- File output – distribution
- Software upgrades
- Software stability
- Help and customer service
- Free trials
Plan your production schedule
You will save yourself a lot of time by planning when and where you will be recording your video footage ahead. Be sure to include:
- Equipment you will be using
- Each scene and shot
- Date and time
- Number of people required
- Contact information
Take the time to rehearse
You’ll be amazed at how much your productivity will be increased by rehearsing your script. If possible, rehearse at your set location and take your time to make changes if needed.
If you’ve reached this point and are feeling a little overwhelmed, don’t despair. Remember that videos ARE worth the effort! Yes, there are a lot of things to think about pre-production to improve your productivity.
Always make sure you have the basics covered and be as prepared as possible. If you haven’t added videos to your school marketing mix, the time is now. Offering families a more personal way to learn about your school will translate into greater awareness and engagement, and, more importantly, more inquiries.