Universities are prime institutions to take advantage of video marketing, as their target demographic are often modern, tech-savvy consumers, familiar with the rewards of video over copy. To appeal to a wide a demographic as possible, it's worth noting that there are a number of video styles one can empty when video marketing for your university especially during the application process. In this article, we'll be using three University marketing videos as examples.
While it may seem a good idea to seek out non-professional production crews within your University walls; the student film society for example or the media production course. You must remember that the reputation of your institution is at stake when launching these promotional videos on the internet. If budget allows and you really want to wow your audience, then do try to secure the services of a professional video production crew. While the cost may be higher, so to will the quality.
Don't try and fabricate information or sentiment, use real students and teachers to give your video sincere authenticity and passion. To make certain you get natural sounding responses, stay clear of giving your participants scripted lines to read, instead put together good, open ended interview questions that will really encourage your subjects to elaborate on genuinely exceptional experiences. The video on studying a Masters in International Relations is a good example of genuine testimonial.
Give some thought to the location of your University. What buildings and environments do you want to showcase in your university marketing video? When selecting locations, think about when you'll be shooting, whether there will be people around, and what the sound and light will be like.
With pre-production out of the way it's important you get the highest quality footage possible and make use of professional production techniques to achieve higher production values. Subtle tilts, pans, tracks, lifts, depth of field, composition and pull focus are all attributes of a professional production. Take a look at our third example, Masters in Public Policy, which makes use of many of these production methods.
When you have a completed promotional video then it's time to ensure it gets seen. There is no point in expending money and effort if you don't properly market your production and get new students through the door! Aiming your video at young teens means it's worth targeting social networks, blogs and University guide sites - anywhere that prospective students are looking for guidance. You may also need to create multiple edits of your videos for different marketing platforms.
While it may seem a good idea to seek out non-professional production crews within your University walls; the student film society for example or the media production course. You must remember that the reputation of your institution is at stake when launching these promotional videos on the internet. If budget allows and you really want to wow your audience, then do try to secure the services of a professional video production crew. While the cost may be higher, so to will the quality.
Don't try and fabricate information or sentiment, use real students and teachers to give your video sincere authenticity and passion. To make certain you get natural sounding responses, stay clear of giving your participants scripted lines to read, instead put together good, open ended interview questions that will really encourage your subjects to elaborate on genuinely exceptional experiences. The video on studying a Masters in International Relations is a good example of genuine testimonial.
Give some thought to the location of your University. What buildings and environments do you want to showcase in your university marketing video? When selecting locations, think about when you'll be shooting, whether there will be people around, and what the sound and light will be like.
With pre-production out of the way it's important you get the highest quality footage possible and make use of professional production techniques to achieve higher production values. Subtle tilts, pans, tracks, lifts, depth of field, composition and pull focus are all attributes of a professional production. Take a look at our third example, Masters in Public Policy, which makes use of many of these production methods.
When you have a completed promotional video then it's time to ensure it gets seen. There is no point in expending money and effort if you don't properly market your production and get new students through the door! Aiming your video at young teens means it's worth targeting social networks, blogs and University guide sites - anywhere that prospective students are looking for guidance. You may also need to create multiple edits of your videos for different marketing platforms.
About the Author:
Alex Jones is a Public Policy Graduate from the University of East Anglia. To watch the videos in this article, take a look at Masters In Public Policy, and Masters in International Relations.
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