School videos have become a vital tool for schools to showcase their learning environments.

According to a Forrester Research report authored by Dr James McQuivey, one minute of video is worth 1.8 million words. It’s certainly the case that, when done effectively, school promotional videos can provide an exceptional virtual experience for prospective parents. However, get your video wrong and you risk damaging your school branding beyond repair.

The question, therefore, is how to make school videos that stand out from the crowd? Given our experience in video production for schools, we thought we’d share our top tips for producing school promotional videos. In this article, you’ll discover insights into planning, scripting, shooting, and editing these school video tours, ensuring that your promotional video is both informative and engaging.

The Benefits of School Video Tours

Before we get into the detail of producing effective school videos, let’s consider a few of the significant benefits that virtual tours can deliver.

School Videos Enhance Accessibility

One of the major benefits of school videos is their ability to provide a virtual experience for parents who can’t visit in person. Whether restricted by time, work commitments, or distance, a promotional video offers a convenient way for prospective families to explore your school’s environment, facilities, and culture.

School Videos Can Reach Parents on Multiple Channels

Your school’s tour video can be posted where students and parents hang out – on your website, YouTube, Facebook, X (formerly Twitter), local authority sites, and more. Research from the world of business shows that more than a quarter of those who view a video will seek further information and most of these will visit an associated website – and the average user will spend 88% more time on a website with videos.

School Promotional Videos Foster Engagement and Transparency

Video production for schools is more than just a promotional tool; it’s a means of telling your school’s story and communicating its values and culture in an easily digestible format. You can showcase classroom dynamics, extracurricular activities, and real-life interactions in a transparent way that helps parents make informed decisions about their children’s education.

Primary School and High School Videos Deliver Competitive Advantages

A well-produced video has the potential to set your school apart from your competitors. Both primary school promotional videos and high school videos can highlight unique elements such as specific programs, advanced facilities, student achievements, and dedication to SEND pupils.

The outcome? Attracting prospective students and enhancement of your school’s reputation within the community.

Planning Your School Video Tour

Before diving into video production, it’s crucial to define your goals and audience. Are you targeting parents of primary school children, or is the video aimed at high school students and their families? Understanding your audience helps tailor the content and messaging to meet their specific needs and interests.

What Key Elements Should Be Included in School Videos?

A successful school promotional video should cover several key elements:

• Mission and values: Clearly articulate your school’s ethos.
• Facilities: Showcase classrooms, playgrounds, sports facilities, libraries, and other key areas.
• Programs: Highlight academic offerings, extracurricular activities, and special education programs.
• Testimonials: Include perspectives from students, teachers, and parents to add authenticity and credibility.

Craft a Compelling Script

Another crucial element in the planning phase of school video production is the development of a well-structured script. This will help to keep your video focused and flowing:

• Begin with a welcoming introduction.
• Follow with a sequential showcase of your school’s key areas and programmes.
• Conclude with a call to action, inviting viewers to visit the school or contact for more information.

Consider Who Will Be Included in Your School Video

You’ll also need to consider who will be featured in your video. Key groups include:

·       Students

Featuring a diverse group of students in different settings such as classrooms, sports fields, and taking part in extracurricular activities helps showcase your school’s inclusive environment and broad range of programs.

·       Teachers and Staff

Teachers are the heart of any educational institution. Including them in your video provides a glimpse into the quality of education and care that students receive. Teachers can share insights about the curriculum, their teaching philosophy, and their commitment to student development.

·       School Leadership

Featuring the headteacher can be an opportunity to articulate the school’s vision, values, and future goals. It helps in setting a tone of leadership and direction, which is important for prospective families looking for a stable and forward-thinking educational environment.

·       Parents

Testimonials from parents can boost credibility and provide a unique perspective on the school’s impact on their children’s growth and education. Parents’ voices can resonate strongly with other parents, making them feel more confident in choosing your school.

Use Tone and Language to Your Advantage

The tone should be friendly, inclusive, and engaging, ensuring clarity and conciseness to maintain viewer interest. Use language that resonates with your audience, emphasising the school’s strengths and unique qualities.

Shooting the Video

Another crucial decision to make is whether you will attempt to shoot the video in-house or hire a professional videographer. Professional services offer high-quality results and can manage the technical aspects, while a DIY approach can be more cost-effective. If you do decide to go the DIY route, be sure to ensure that the team has a good knowledge of video production techniques. Two production critical elements are:

·      Technical Considerations

Good lighting and sound quality are essential for a professional-looking video. Use natural light where possible and ensure that all audio is clear and free from background noise. Camera angles and movement should be varied to keep the video dynamic and engaging.

·      Capture Your School’s Atmosphere

It’s really important to showcase your school’s atmosphere authentically. Highlight active learning environments, interactions between students and teachers, and school events that illustrate community involvement. This helps to give viewers a real sense of the school’s daily life.

Editing for Impact

While it takes a good foundation of planning, preparation, and effective filming skills to shoot your video, the real magic happens on the cutting floor.

·      How Do You Select and Sequence Clips?

Choose clips that are engaging and informative, maintaining a logical flow that aligns with the script. Avoid overly long scenes and focus on keeping the video concise and to the point.

Should You Add Narration and Background Music?

Narration can guide the viewer through the video, providing context and additional information. Background music should complement the school’s atmosphere, enhancing the viewing experience without overshadowing the content.

·      What Is the Importance of Final Review and Revisions?

Before releasing the video, conduct a thorough review to ensure it aligns with the school’s branding, values, culture, and mission. Check for any technical issues, such as audio-visual discrepancies, and make necessary adjustments.

Promoting Your School Video Tour

The last thing you want is for all your investment and hard work to go unnoticed. You’ll need to consider where to post your video, and how to promote it. Perhaps the parent newsletter, or via email marketing campaigns. You could also get local press involved to further widen your audience.

Final Thoughts

School video tours are a valuable tool for engaging and informing parents. By carefully planning, scripting, shooting, and editing these promotional videos, schools can showcase their learning environments more effectively to attract prospective families.

‘Just wanted to say the film crew was absolutely fantastic yesterday, it was a pleasure working with your team. Thanks for everything!’ Tracey Wilson, Learning Support Assistant EAL/Multicultural/Community Cohesion, Goldington Green Academy.

If you would like to know more about our school video production services, please don’t hesitate to search through our video case studies or contact Design for Education today.