Category Archives: B2B








Explainer Video Scripts: A Step-by-Step Writing Guide

A slick animation or polished film might look impressive, but if the script is weak, your explainer video will fall flat. The script is the engine of the whole production—it sets the pace, the tone, and the clarity of your message.

Writing a good one isn’t about being “creative” for the sake of it. It’s about being strategic: knowing exactly who you’re talking to, what you want them to take away, and how you’re going to get them there.

1) Define your audience and objective

Before you put pen to paper, be crystal clear on two things:

  • Who is this for? Customers, investors, employees, partners—each group has different pain points and priorities.
  • What do you want them to do? Book a demo, start a free trial, visit your website, share with colleagues?

Pro tip: Write one sentence that sums up your goal: “This video will explain how our software saves time and encourage people to book a demo.” If you can’t write that sentence clearly, you’re not ready to start.

If you’re still choosing a format, this overview will help: The Different Types of Explainer Video (and When to Use Them).

2) Start with the problem

A strong opening is everything. Don’t introduce your brand straight away—meet your audience where they are.

Instead of: “We’re Acme Corp, a leading provider of solutions for modern businesses…”
Try: “Managing multiple systems wastes hours every week—and it’s costing your team both productivity and morale.”

3) Introduce the solution (simply)

Once you’ve set up the problem, bring in your solution. Keep it short and confident—think headline, not brochure.

Example: “Acme brings all your business tools into one easy-to-use platform, so your team can focus on the work that matters.”

4) Explain how it works (in 3 steps or fewer)

Explainers succeed when they simplify the complex. Break your offering into an easy-to-follow process:

  1. Sign up online
  2. Connect your existing tools
  3. Start working more efficiently

Need help picking a style? See What Are Animated Explainer Videos and 5 reasons why you should use animated explainer videos.

5) Highlight the benefits (not just the features)

A feature is what something does. A benefit is why it matters. Audiences care about the latter.

Feature: “Our system integrates with your CRM.”
Benefit: “You’ll save hours every week because everything works seamlessly with the tools you already use.”

For a broader view of why explainers perform so well, read The Power of Explainer Videos in Digital Marketing.

6) Build trust with proof points

Even in a short explainer, credibility matters. Add one fast proof point:

  • A quick stat (e.g. “Trusted by 10,000+ businesses”)
  • A short testimonial (one sentence)
  • A recognisable partner or accreditation

For inspiration, browse these 10 Best Explainer Video Examples.

7) End with a strong call to action

Don’t leave your audience hanging. Tell them what to do next—and make it simple:

  • “Book a demo today.”
  • “Start your free trial.”
  • “Visit our website to learn more.”

Pro tip: Keep your CTA consistent across the video, landing page, and follow-up emails.

8) Keep it short and sharp

Most explainer videos sit in the 60–90 second range (roughly 150–225 words). Cut ruthlessly. If a line doesn’t move the story forward, delete it.

For more on structure and pacing, see How to write an explainer video script and How to make an awesome explainer video that sells.

9) Read it out loud (and tweak)

Explainer scripts are written for the ear, not the eye. Reading aloud highlights clunky phrasing, long sentences, or tongue-twisters that trip up voiceovers. If you run out of breath halfway through a sentence, it’s too long.

A tried-and-tested structure

  1. Problem
  2. Solution
  3. How it works
  4. Benefits
  5. Proof points
  6. Call to action

Example snippet

“Managing projects across different platforms is exhausting—and it slows your team down. Acme simplifies everything by bringing your tools together in one place. It’s simple: sign up, connect your accounts, and start working smarter. Businesses that use Acme save up to 10 hours per week, freeing their teams to focus on growth. Try it free today.”

Notice how it follows the structure: problem → solution → how it works → benefits → proof → CTA.

Further reading from Small Films

Final word

Explainer videos succeed or fail on the strength of the script. Get the words right and your visuals will have something powerful to bring to life. Get it wrong, and no amount of animation wizardry will make up for it. Start with your audience, keep it short, and always finish with a clear call to action.


A great video can transform how your brand connects with customers — driving awareness, boosting engagement, and even closing sales. But here’s the secret that many marketers overlook: a successful video doesn’t start on set, or even in the edit suite. It starts with the brief.

The quality of your brief determines the quality of your video. A clear, well-thought-out brief sets your agency up for success, giving them the insight, direction, and objectives they need to deliver something that truly works for your brand. On the flip side, a vague or incomplete brief can derail a project before the cameras even start rolling.

At Small Films, we’ve worked with hundreds of businesses — from startups to global brands — and we’ve seen the difference a strong brief can make. To help you get it right, here are the five most common mistakes businesses make when briefing a video agency, and how you can avoid them.

1. Being Vague About Objectives

The mistake: Many briefs start with “we need a video” — but stop short of explaining why. Without clear objectives, your agency is left guessing what success looks like. Is the goal to raise awareness, educate, generate leads, or drive direct sales? Each of these outcomes requires a very different approach.

Why it’s a problem: If your agency doesn’t know your real objective, they might produce a video that looks great but doesn’t deliver results. For example, a high-production-value brand film might impress internally, but won’t necessarily convert viewers into customers if lead generation was the goal.

How to avoid it:

  • Be specific about what you want the video to achieve.
  • Tie the brief to measurable outcomes (e.g., “increase web traffic by 25%” or “generate 500 qualified leads”).
  • Share context on your wider campaign so the video can align with it.

At Small Films, we always ask: What’s the single most important thing you want this video to achieve? That’s our north star throughout the project.

2. Not Defining the Audience Clearly

The mistake: “Our video is for everyone.”

This is one of the fastest ways to dilute the effectiveness of your content. If your agency doesn’t know exactly who you’re trying to reach, they can’t tailor the creative, messaging, or distribution strategy to resonate with the right people.

Why it’s a problem: A one-size-fits-all video often ends up speaking to no one in particular. The tone might be too broad, the style too generic, and the messaging too vague to make an impact.

How to avoid it:

  • Clearly define your primary audience segment (age, job role, interests, pain points, motivations).
  • Share insights you have from customer research, buyer personas, or analytics.
  • If you have multiple audiences, consider creating multiple assets rather than stretching one video too thin.

The tighter the target, the stronger the creative. Whether you’re speaking to time-poor CEOs on LinkedIn or Gen Z trend-seekers on TikTok, your agency needs to know.

3. Skipping the Distribution Plan

The mistake: Treating the video as a standalone piece without thinking about where it will live.

We often see briefs that stop at the creative idea, without considering the platforms, formats, or campaign integration. But distribution is half the battle.

Why it’s a problem: A cinematic two-minute brand film might shine at an event, but won’t perform well on TikTok. Likewise, a vertical short designed for Instagram won’t translate to YouTube pre-rolls. Without a plan, you risk creating the wrong format for your audience.

How to avoid it:

  • Decide where the video will be distributed before production begins.
  • Share details of each platform so your agency can tailor aspect ratios, lengths, and calls-to-action.
  • Think beyond organic: will you be running paid ads, email campaigns, or using the video in sales presentations?

At Small Films, we always design content with distribution in mind — often creating multiple cut-downs and versions from a single shoot to maximise ROI.

4. Ignoring Brand Guidelines (or Over-Restricting Them)

The mistake: Some brands hand over no brand guidelines, while others hand over a 200-page rulebook that leaves little room for creativity. Both extremes are unhelpful.

Why it’s a problem:

  • Without guidelines, your video risks feeling off-brand or inconsistent with your other marketing.
  • With overly restrictive rules, the creative might feel stale or cookie-cutter, limiting impact.

How to avoid it:

  • Provide your agency with key brand assets (logos, colour palette, tone of voice, fonts) and any mandatory do’s/don’ts.
  • Allow room for creativity within the brand framework. A great agency knows how to innovate while staying true to your identity.
  • Share examples of past content you love (and don’t love). This gives your agency a sense of direction without boxing them in.

The sweet spot is collaboration: your brand voice + your agency’s creativity.

5. Setting Unrealistic Budgets or Timelines

The mistake: Expecting champagne results on a lemonade budget, or a three-week turnaround for a three-month project.

Why it’s a problem: Unrealistic expectations can lead to disappointment, rushed work, and compromised quality. It can also damage trust between brand and agency.

How to avoid it:

  • Be upfront about your budget from the start — this allows your agency to propose realistic, creative solutions within your means.
  • Discuss timelines honestly. Remember, video production includes scripting, pre-production, filming, editing, revisions, and distribution planning.
  • Build in buffer time for approvals and feedback loops.

At Small Films, we pride ourselves on being transparent. We’ll always show you what’s possible at different budget levels, and flag if a timeline won’t do your project justice.

Final Thoughts

A strong video brief is the foundation of a successful campaign. By avoiding these common mistakes — unclear objectives, undefined audiences, weak distribution planning, mismanaged brand guidelines, and unrealistic expectations — you set your agency up to create work that not only looks great, but also delivers measurable business results.

Remember: briefing is a partnership. The more clarity and collaboration you bring, the more your agency can channel its creativity and expertise into helping your brand shine.

At Small Films, we don’t just make videos — we craft strategies that drive growth. If you’re planning your next video project and want to ensure it hits the mark, we’d love to chat.

👉 Get in touch with us today to discuss your brief and see how we can bring your vision to life.

Fill out the form on our contact page and start the conversation!

In today’s education marketing landscape, reaching prospective students is more complex — and more competitive — than ever. Schools, universities, and education brands are no longer just competing locally; they’re competing globally, with every institution vying for attention across digital platforms. Amid this noise, one thing is clear: short-form content is now a critical tool in student recruitment campaigns.

From our work with education providers, we’ve observed a shift in how students consume information. Prospective students aren’t waiting to open glossy prospectuses or watch long-form videos; they’re scrolling, swiping, and tapping through content on Instagram, TikTok, YouTube, and increasingly, LinkedIn. To meet them where they are, institutions need content that is quick, authentic, and highly shareable.

1. Gen Z Consumes Content Differently

The first reason short-form content is so effective is simply that students consume information differently. Gen Z has grown up with fast-moving digital content. Their attention spans are shorter, but their engagement is deep when content resonates.

Research and our own campaigns show that videos under 30 seconds often perform better in driving initial engagement than traditional long-form films. These micro-moments allow prospective students to form an impression of a school or university quickly, while simultaneously giving marketers multiple touchpoints to communicate their story.

For example, a 15-second clip of students interacting in a lab or participating in a sports event can convey community, energy, and ethos far more quickly than a 3-minute tour video. The key is authenticity — prospective students respond best when the content feels genuine, not staged.

2. Peer Voices Drive Trust

Authenticity is amplified when prospective students hear directly from their peers. Testimonial clips, candid interviews, and day-in-the-life moments allow students to see themselves in your institution.

In one recent campaign, we worked with a university to create a series of 20-second student story videos. Each clip highlighted real student experiences: navigating campus life, joining clubs, or balancing academics and social activities. The response was immediate: higher engagement on social, more enquiries, and better attendance at virtual open days.

This reinforces a critical principle: students trust their peers more than any polished institutional messaging. By integrating peer voices into short-form content, you not only increase engagement but also build credibility in the earliest stages of the admissions funnel.

3. Multi-Platform Distribution Multiplies Impact

Short-form content shines not only because it aligns with attention spans but also because it can be repurposed across multiple channels. A single 2–3 minute film shoot can yield:

  • A 30-second hero video for the website
  • Multiple 15-second cuts for Instagram and TikTok
  • Bite-sized clips for LinkedIn campaigns targeting parents and alumni
  • Short testimonial videos for email nurture sequences

The power lies in stretching a single asset across multiple channels, reaching different audiences without multiplying production costs. Paid distribution, including PPC campaigns, social boosts, and programmatic advertising, ensures that your content is not just created but actually seen by the right prospective students and decision-makers.

4. Short-Form Content Supports the Full Admissions Funnel

Another key advantage of short-form content is its versatility across the admissions funnel.

  • Awareness Stage: Quick clips on social media help your institution stand out in a crowded market.
  • Consideration Stage: Testimonial reels and behind-the-scenes moments deepen engagement and build trust.
  • Conversion Stage: Short videos highlighting open days, campus tours, or application deadlines act as nudges to encourage enquiries and applications.

In other words, short-form content isn’t just a “top-of-funnel” tactic — it feeds the entire recruitment journey, working alongside longer films, virtual tours, podcasts, and other assets to reinforce your messaging at every stage.

5. Practical Tips for Maximising Short-Form Content Impact

Based on our experience, here are some practical tips for creating short-form content that delivers results for student recruitment:

  1. Plan Multi-Platform From Day One: Ensure your shoot captures moments that work vertically for Instagram/TikTok, horizontally for YouTube, and in a format suitable for email or web.
  2. Focus on Stories, Not Just Facts: Capture moments that convey student life, ethos, and experiences. Metrics and facilities are important but secondary to narrative.
  3. Use Peer Voices: Students speaking in their own words are more relatable and persuasive than scripted lines from staff.
  4. Repurpose and Optimise: Don’t let one shoot produce only one film. Create multiple assets tailored to each platform and audience.
  5. Measure and Adjust: Track engagement, enquiries, and conversions. Optimise distribution based on what resonates most.

Conclusion

The shift to short-form content isn’t a fad — it’s a strategic response to changing student behaviour. Institutions that embrace fast, authentic, multi-platform content, delivered in a way that aligns with prospective students’ attention spans, are seeing measurable results.

For admissions teams, the message is clear: short-form content works — and it should be a cornerstone of your recruitment strategy. By combining creativity, peer voices, and smart distribution, you can amplify your institution’s story and drive better outcomes for student applications, engagement, and ROI.

At Ardent, we help schools, universities, learning providers, and education brands craft these powerful stories — from films and podcasts to 360 tours and social content — and ensure they reach the right audience, producing measurable results along the way.

If you’re interested in exploring how short-form content can enhance your admissions campaigns, get in touch. Whether it’s strategy, production, or multi-platform distribution, we help education providers craft content that inspires, engages, and delivers results.

Videographer London: A 2025 Guide to Finding the Right Filmmaker for Your Business

Intro

London is one of the most creative cities in the world. From tech start-ups in Shoreditch to financial powerhouses in Canary Wharf, businesses across the capital are using video to tell their story, engage audiences, and stand out in a crowded marketplace.

If you’ve just typed “videographer London” into Google, you’re not alone. Thousands of people make that search every month, often because they know they need video content — but aren’t quite sure whether a freelance videographer or a full video production company is the right fit.

This guide will walk you through everything you need to know about hiring a videographer in London in 2025 — the benefits, the pitfalls to avoid, how much it costs, and how to decide whether you need a one-person filmmaker or a complete production team behind you.

Why Hire a Videographer in London?

  • A thriving creative hub – London is home to some of the best creative talent in the world, which means you’ll find filmmakers with a range of styles, niches, and expertise.
  • Flexibility and speed – Many videographers are independent operators or work in small teams. They can often turn around simple projects quickly.
  • Professional quality – Even a single skilled videographer can deliver a huge jump in quality compared to filming on a phone or in-house.
  • Perfect for smaller projects – If you need a highlight reel, a short social video, or coverage of a small event, a London videographer is a great option.

Types of Videography Services in London

  • Corporate & Brand Films – showcasing your company’s story, values, and people.
  • Event Videography – capturing conferences, product launches, or client events (or weddings).
  • Promotional Videos – highlighting a new product, service, or campaign.
  • Social Media Content – short, engaging clips designed for TikTok, Instagram, or LinkedIn.

👉 For more inspiration, check out our blog on 10 Types of Promotional Video (many of the principles apply to businesses too).

How to Choose the Best Videographer in London

When you’re reviewing options, keep these essentials in mind:

  1. Portfolio & Style – Does their previous work match the look and feel you want? A polished brand film calls for different skills than a simple interview.
  2. Sector Experience – Have they worked in your industry before? A videographer who understands your world will capture it more authentically.
  3. Clarity of Brief – With most freelance videographers, you’ll need to do the heavy lifting: writing scripts, drafting interview questions, planning the shoot, and clarifying the story. If you’d like more support here, a video production company can provide strategy and creative direction.
  4. Editing & Post-Production – Some videographers only deliver raw footage or basic edits. Ask what’s included — will they handle colour grading, music licensing, subtitles, or motion graphics?
  5. Equipment & Logistics – Make sure they have the right kit — and backups. If their only camera fails, do they have another ready? Production companies usually bring multiple crew members and spare gear.
  6. Reliability & Contingency – If a solo videographer falls ill or can’t make it on the day, you may face delays or reshoots. Ask if they have a contingency plan for if this happens.
  7. Budget Transparency – Rates in London vary widely. An experienced videographer with high-end equipment will cost more than a newcomer — so make sure you know exactly what you’re paying for.

👉 For a deeper dive, see our guide: How to Hire a Videographer (Everything You Need to Know).

How Much Does a Videographer in London Cost?

Costs can vary significantly depending on experience, equipment, and the complexity of your project. As a guide:

  • Entry-level videographers: £300–£600 per day (basic filming, limited editing).
  • Mid-level professionals: £600–£1,200 per day (good kit, more experience, higher production quality).
  • High-end videographers: £1,200+ per day (extensive experience, top equipment, cinematic quality).

Bear in mind that these figures usually cover shooting time only. Videographers bill by the hour, typically working to a 10-hour day with overtime billed at 1.5x. Editing, motion graphics, music licensing, location hire, or additional crew will add to the overall cost. That’s why some businesses find a video production company more cost-effective — the full package is often built in, rather than billed as add-ons.

👉 If you’re weighing up costs, you might also like our blog: How Much Does Video Production Cost?.

Common Pitfalls to Avoid

Even with talented videographers, businesses sometimes run into challenges. Watch out for:

  • Not planning properly – Without a script or clear brief, you may end up with lots of footage but no story.
  • Expecting one person to cover all roles – Shooting, directing, lighting, and editing can be too much for one individual on complex projects.
  • Overlooking equipment needs – Some videographers don’t own specialist gear (like drones, gimbals, or lighting kits) and may struggle to hire it quickly. Confirm everything the day before your shoot.
  • Reliability issues – If a videographer cancels at the last minute due to illness or other reasons, you may face delays or have to reschedule. Unlike larger companies, most freelancers don’t have backup crew.
  • Choosing on price alone – There are huge differences in quality depending on experience, style, and equipment. The cheapest option may not deliver the professional results you need.

👉 Related read: The 25 Worst Things You Can Do When Commissioning a Corporate Video.

Videographer or Production Company: Which Do You Need?

A videographer is often the right choice when you need:

  • Simple events like product launches or networking sessions.
  • Filming interviews for internal use.
  • Quick-turnaround social media content where production value doesn’t need to be high.
  • Anything where you or your team can handle the planning, scripting, and direction yourselves.

A video production company may be the smarter option if you need:

  • Campaign-level content that aligns with business goals and drives ROI.
  • Creative development — storyboarding, scripting, and messaging.
  • Multiple crew members to handle cameras, lighting, and sound simultaneously.
  • High production value with motion graphics, animation, or complex edits.
  • Reliability — a team that can cover illness or technical issues without derailing your project.

👉 Check out our post: Videographer vs Video Production Company: Which is Best?.
👉 Or explore Video Production London: A Guide for International Brands Working with UK Partners for a broader view.

Final Word: Finding Your Videographer in London

Searching “videographer London” is a great first step — it means you’re serious about levelling up your brand’s content. For many businesses, a freelance videographer is exactly what’s needed. For others, especially those planning bigger campaigns, a video production company can provide the strategic insight, creative thinking, and production power to make sure your video doesn’t just look good, but actually works.

👉 At Small Films, we’re a London-based video production company helping businesses create content that ignites attention and delivers results. Explore our portfolio, check out our case studies, or get in touch to start the conversation.

Roundup: Looking for more? Explore our video production services, browse our portfolio, or check out our book Resonance on Amazon. Fill out the form on our contact page and start the conversation!

Mapping Student Personas to Videos, Channels, and the Recruitment Funnel for UK Universities 

In today’s competitive higher education landscape, UK universities need smarter strategies to attract, engage, and convert prospective students. Whether you’re focused on domestic undergraduates, high-achieving international students, or career-driven postgraduates, student recruitment success depends on understanding your audience deeply – before you create a single advert or piece of content.

That’s why detailed marketing personas are the foundation of effective education marketing and university admissions campaigns. A persona is more than a demographic category like “international student” or “mature learner.” It’s a rich, research-based profile that combines motivations, challenges, behaviours, and decision-making influences. Without this depth, student recruitment campaigns risk being generic, irrelevant, or even off-putting.

Why Personas Matter in Student Recruitment and Education Marketing? 

 

  • Targeted storytelling – Identify exactly which benefits resonate with each group, whether it’s employability outcomes, flexible study, or global mobility.
  • Efficient channel use – Focus your budget where your audience actually spends time online.
  • Higher conversion rates – Prospective students are more likely to take action when the message feels personally relevant.
  • Aligned university teams – Recruitment, marketing, and admissions teams can work from a shared strategy.

When you tailor education marketing around personas, you stop shouting into the void and start having meaningful conversations with the people most likely to apply and enrol.

Video Content and Platforms for Key University Student Personas

Video is a critical tool in modern student recruitment, but only if it’s built around the needs of specific personas. Here’s how to pair the right content with the right platforms.

Persona Best Video Content Best Distribution Platforms
Sophie – UK Undergrad Day-in-the-life vlogs, society highlights, accommodation tours, graduate success stories TikTok, Instagram Reels, Snapchat
Aiden – Domestic Mature Undergrad Mature student case studies, flexible learning explainers, childcare support features LinkedIn, YouTube, local Facebook groups
Liu – International Undergrad Alumni from home country, visa guidance, campus safety, city life tours WeChat, WhatsApp, YouTube, local-time webinars
Alex – Domestic Postgrad (Taught) Industry projects, placement interviews, course leader intros LinkedIn, YouTube, targeted email
Dr. Priya – International PhD Supervisor interviews, lab tours, funded project spotlights Faculty webpages, ResearchGate, conference live streams
Nina – MBA / CPD Executive alumni testimonials, ROI case studies, employer partner interviews LinkedIn Ads, corporate email campaigns
Sam – Part-time / Online Learner Micro-credential explainers, flexible delivery demos LinkedIn Learning tie-ins, YouTube, email nurturing
Jordan – Apprenticeship / Vocational Employer endorsements, workplace training footage, levy funding explainers Local job boards, FE college portals
Margaret – Parent Safety briefings, cost breakdown animations, alumni parents’ testimonials Email newsletters, Facebook, printable PDFs
Helen – Employer / Sponsor Co-branded programme overviews, KPI dashboards, staff success case studies LinkedIn, employer events

 

Mapping Personas to the University Admissions Funnel

Personas work best when paired with the student recruitment funnel – ensuring your education marketing content is relevant at each stage:

Funnel Stage Awareness Consideration Decision
Sophie TikTok campus life clips Instagram course Q&A reels Student ambassador 1:1 calls
Aiden LinkedIn “career change” stories Evening webinar on part-time study Personalised email with timetable & childcare info
Liu YouTube “Why I chose the UK” series WhatsApp Q&A with international officer Agent follow-up with scholarship + visa checklist
Alex LinkedIn posts on industry trends Course-specific webinar Faculty video call + placement guarantee
Dr. Priya ResearchGate post of papers Supervisor intro videos Funding offer video + lab tour
Nina LinkedIn ROI infographic Executive alumni panel recording Employer meeting with programme director
Sam YouTube shorts on micro-credentials Platform demo video Credit transfer guide
Jordan Employer intro video Apprenticeship funding explainer Employer HR + university joint call
Margaret Parent safety & cost videos Parent webinar Personalised cost calculator email
Helen LinkedIn case study KPI reporting demo SLA review video

his mapping ensures that university admissions messaging evolves with the prospect’s journey – building trust until they’re ready to apply.

The Role of Third-Party Decision Makers in Student Recruitment

In many university admissions decisions, the applicant is not the only voice that matters. Campaigns must address third-party influencers:

  • Parents (critical for school-leavers and international students) – Emphasise financial transparency, safety, and graduate outcomes.
  • Employers (important for part-time, CPD, and MBA students) – Highlight ROI, productivity benefits, and flexible delivery.
  • Funding bodies & supervisors (for research degrees) – Demonstrate academic excellence, research fit, and facilities.
  • Local authorities & government (for apprenticeships) – Show compliance, skills impact, and community benefit.

How to Integrate Third-Party Content into Education Marketing

  1. Parent packs – Cost breakdowns, safety briefings, alumni parent interviews.
  2. Employer engagement materials – ROI reports, co-branding options, partnership benefits.
  3. Joint touchpoints – Webinars for both students and decision-makers.
  4. Rapid responses – Delays in answering parents or employers can cost you applications.

By recognising these influencers early, your student recruitment strategy will address all the people who matter in the admissions decision.

Steps to Build Persona-Driven Student Recruitment Campaigns

Before you create your next education marketing campaign:

  1. Identify your priority personas for the intake cycle.
  2. Research motivations, pain points, and preferred channels—don’t rely on assumptions.
  3. Map each persona to the recruitment funnel with specific content ideas.
  4. Choose the right distribution platforms—match media spend to actual audience behaviour.
  5. Create secondary content for third-party decision makers.
  6. Measure and optimise—track conversion rates for each persona’s journey.

Final Word on Personas in University Admissions

In the world of student recruitment, “everyone” is not your audience. When UK universities invest the time to create detailed personas, they unlock the ability to deliver the right message, in the right format, at the right time – dramatically increasing the likelihood of conversion.

Done well, persona-driven education marketing isn’t just about filling places. It builds trust, strengthens the student experience from day one, and creates alumni advocates who promote your institution long after graduation.

For university admissions teams looking to rise above the noise, there’s no faster way to waste budget than launching campaigns without personas—and no better way to maximise impact than to start with them.

 

How to Boost Open Day Attendance to Your School with Strategic Video Marketing

For independent schools in the UK, an open day isn’t just a date on the calendar — it’s the moment when prospective parents and pupils get to experience your school’s unique personality, ethos and offering in a tangible way. But in a crowded market, the challenge isn’t only to host a great open day; it’s to make sure the right families actually turn up.

That’s where strategic video production becomes a game-changer in education marketing. 

Video is the most engaging digital format available to schools today. When used intelligently, it can not only raise awareness but also create a strong emotional connection before a parent even sets foot on your campus — a key advantage in student recruitment campaigns.

In this article, we’ll look at the most effective types of video to use, how to distribute them without breaking the budget, how to tailor them to different stages of the recruitment funnel, and how to incorporate calls-to-action that turn viewers into attendees.

Why Video Production is a Game-Changer for Open Day Recruitment

Professional — or even well-planned in-house — video production allows you to show your school, not just talk about it. Prospective parents can hear from your headteacher, watch pupils interact, and get a visual feel for your facilities and ethos — all from their phones or laptops. According to Wyzowl’s 2024 Video Marketing Statistics, 88% of people say a video convinced them to buy a product or service. For schools, that “purchase” is booking an open day slot.

In the context of education marketing for UK private schools, video works particularly well because:

  • It conveys prestige and warmth simultaneously — essential for building trust with fee-paying families.
  • It can reach parents who aren’t yet actively searching — planting the seed before they shortlist schools.
  • It provides shareable content that alumni, current parents and local community groups can circulate.

Understanding the School Recruitment Marketing Funnel

Before you start filming, it’s important to recognise that not all prospective parents are in the same place on their decision-making journey. Broadly, there are two main audience segments:

  1. Aware Parents – They already know your school by name, may have visited your website or spoken to current parents, and are actively considering whether to attend your open day.
  2. Unaware Parents – They may not have heard of your school at all, or only vaguely. They’re not yet actively searching, but they fit your target profile.

The recruitment marketing funnel for schools has three broad stages:

  • Top of Funnel (Awareness): Introduce the school to new audiences.
  • Middle of Funnel (Consideration): Provide more detail and build trust.
  • Bottom of Funnel (Decision): Drive direct action, such as booking the open day.

Your video production strategy should deliver the right content to each audience at the right stage. This approach is a cornerstone of effective student recruitment.

 

Tailoring Video for Unaware Parents

For this group, your aim is to capture attention and create curiosity. The focus should be on:

  • School Story Brand Films that showcase ethos, values, and atmosphere.
  • Subject or Activity Spotlights highlighting standout features (e.g., exceptional music department, award-winning sports teams).
  • Targeted social media ads with short, high-impact clips designed to pique interest and lead them to your website.

At this stage, you’re not asking them to “book now” straight away. Instead, encourage them to learn more and discover why your school might be right for their child.

 

Tailoring Video for Aware Parents

These families are further down the funnel and need a compelling reason to act. Focus on:

  • Headteacher or Admissions Invitation Videos with a personal, warm call-to-action.
  • Parent and Pupil Testimonials addressing common questions or hesitations.
  • Behind-the-Scenes Previews of what they’ll experience at the open day.

Here, urgency is your ally. Make your CTAs time-bound (“Join us on Saturday 12 October – spaces are limited”). These videos should remove the final barriers to attendance and complete the student recruitment journey from interest to commitment.

 

The Most Effective Types of Video for Driving Open Day Attendance

When planning your video production for education marketing, the key is to match your video type to the parent’s stage in the funnel.

(1) The “School Story” Brand Film

Purpose: Build emotional connection and position your school’s ethos.
Content: A 2–3 minute cinematic film featuring interviews with leadership, teachers, and pupils; sweeping drone shots of the grounds; and glimpses of classroom life.
Why it works: It gives parents the why behind choosing your school and encourages them to find out more — ideally by attending the open day.

(2) Parent & Pupil Testimonials

Purpose: Provide social proof and reassurance.
Content: Short (60–90 seconds) clips of parents explaining why they chose your school, or pupils sharing what they love most.
Why it works: UK parents often trust peer recommendations more than prospectuses. Hearing directly from other parents can overcome hesitations.

(3) Open Day Invitation Video

Purpose: Drive immediate action.
Content: A personable on-camera invite from the headteacher or admissions lead, outlining what’s special about the upcoming event. End with a clear date, time, and booking link.
Why it works: It’s direct, time-sensitive, and makes the open day feel like a personal invitation rather than a generic event.

(4) Subject or Activity Spotlights

Purpose: Showcase unique strengths.
Content: 30–60 second clips focusing on areas like performing arts, STEM facilities, or sports teams.
Why it works: They appeal to niche interests of certain families and may tip the balance for parents comparing schools.

(5) Behind-the-Scenes Social Clips

Purpose: Humanise the school.
Content: Informal smartphone videos from staff or pupils preparing for the open day, sneak peeks of displays, or rehearsal snippets from student performances.
Why it works: They create anticipation and make the school feel accessible rather than intimidating.

 

How to Distribute Video Effectively on a Budget

Even with a modest education marketing budget, you can make a significant impact if you focus on smart distribution.

(1) Leverage Social Media Algorithms

  • Facebook & Instagram: Ideal for reaching local parents through both organic posts and targeted ads. Even £50–£100 in paid promotion can put your video in front of thousands of parents in your catchment area.
  • LinkedIn: Useful for connecting with professional parents and alumni networks.
  • TikTok & Instagram Reels: Increasingly relevant if your target families include younger parents or if you want to highlight pupil-led content.

Tip: Post natively to each platform rather than using cross-posting tools — algorithms reward native uploads with higher reach.

(2) Email Marketing with Embedded Thumbnails

Embed video links into your email newsletters to boost open and click-through rates. In student recruitment campaigns, subject lines that promise video content (e.g., “Your personal invitation to our Autumn Open Day [VIDEO]”) often outperform plain text.

(3) Your School Website Homepage

Feature your open day video prominently with a visible “Book Your Place” button — crucial for conversion in education marketing.

(4) Parent WhatsApp Groups and Local Forums

Leverage your existing community to share invitation videos and testimonials in relevant local groups.

(6) Press Releases to Local Media

Offer local outlets a video they can embed in coverage about your open day. This expands your reach with minimal spend.

 

Crafting Calls-to-Action That Get Results

Video production for student recruitment must always include a clear, compelling next step.

Golden rules for CTAs in school marketing videos:

  1. Be direct and specific – Instead of “Find out more”, say “Book your place for our Autumn Open Day on 12 October via the link below.”
  2. Repeat the CTA – Mention it at least twice.
  3. Use on-screen text – Reinforce spoken instructions visually.
  4. Create urgency – If spaces are limited, say so.
  5. Track and optimise – Use unique URLs or UTM codes to monitor results.

 

Maximising Impact with a Simple Timeline

Here’s a sample 6-week education marketing campaign plan:

  • 6 weeks before: Release your “School Story” brand film (targeting unaware parents).
  • 4 weeks before: Publish testimonials (targeting both audiences).
  • 3 weeks before: Launch your headteacher’s direct invitation video (targeting aware parents).
  • 2 weeks before: Share subject/activity spotlights (targeting unaware parents moving to consideration).
  • Final week: Post daily behind-the-scenes teasers (targeting both audiences).

 

Measuring Success and Learning for Next Time

Track these key metrics:

  • Views and watch time – gauge engagement.
  • Click-through rates – measure CTA effectiveness.
  • Actual attendance – the ultimate student recruitment KPI.

Analyse performance to refine your next video production plan.

 

Final Thoughts

A strong video production strategy isn’t about spending thousands on glossy films — it’s about telling the right stories, to the right people, at the right time. By creating a blend of emotional brand films, trust-building testimonials, and direct invitation videos — and by tailoring them to whether a parent knows your school or not — UK private schools can elevate their education marketing and drive more successful student recruitment outcomes.

In a competitive sector, a well-planned video campaign can be the difference between an open day with half-empty tours and one fully booked with families who already feel connected to your school before they arrive.

Why 2025–26 Will Be a Challenging Year for Independent Schools

Independent schools have always operated in a competitive marketplace, but the 2025–26 academic year is shaping up to be especially complex. The UK’s economic outlook is still marked by cost-of-living pressures, fluctuating interest rates, and a more cautious consumer mindset. For many prospective parents — even those in the target demographic for fee-paying education — the decision to commit to annual fees is now weighed against other financial priorities.

Adding to this challenge is the introduction of VAT on independent school fees, which has instantly raised the cost of attendance for every family. For some, this change has shifted private education from “stretch but possible” to “out of reach.” Even for those still able to afford it, the psychological effect is real — parents are scrutinising the decision far more closely and are more likely to demand tangible evidence of value before committing.

For marketing, recruitment, and admissions teams, this means demonstrating return on investment (ROI) in ways that resonate emotionally and factually. It’s not enough to look prestigious — you must prove your school delivers measurable outcomes worth the financial sacrifice.

And here’s where a well-crafted flagship school film can be one of your most powerful tools.

 

Why Video is the Perfect Medium in a Value-Conscious Market

1. Video Delivers Emotional Impact

When parents are comparing options, emotion often drives the final decision. A flagship film allows you to create an immediate, visceral connection: the warmth of a teacher’s encouragement, the joy of a child’s achievement, the pride of an alum speaking from experience. These moments are far more persuasive when seen and heard than when described in print.

2. Video Shows, Not Just Tells

It’s one thing to claim that your school nurtures academic excellence or builds character. It’s another to let parents see a Year 13 student confidently delivering a research presentation, or a sports team celebrating a national win. Visual storytelling builds credibility instantly.

3. Video Combines Storytelling with Evidence

The strongest recruitment messages mix narrative with data. A flagship film can balance authentic student and parent testimonials with on-screen graphics showing university acceptance rates, scholarship achievements, or alumni career success.

 

Reassuring Parents Through Storytelling

In today’s climate — with VAT inflating fees and household budgets under strain — parents are asking, “What will my child gain here that justifies the cost?” Your flagship film should answer that question directly through three key lenses:

1. Academic and Career Outcomes

Feature recent alumni talking about where their education took them — whether that’s a Russell Group university, a leading arts conservatoire, or an entrepreneurial venture. Including these voices shows that your promises are backed by real-world results.

2. Pastoral Care and Personal Development

In an uncertain economy, stability matters. Use video to show the safety, wellbeing support, and inclusive culture that parents want for their children. Scenes of small class sizes, engaged teachers, and supportive peer networks communicate an environment where children thrive beyond grades.

3. Value Beyond the Classroom

Highlight enrichment programmes, global exchanges, or specialist facilities that add value parents can’t find elsewhere. This reinforces that fees cover far more than teaching time — they’re an investment in a broad, formative experience.

 

Structuring a Flagship Film to Communicate ROI

Here’s a proven structure that works well in the current climate:

  1. Opening Hook (First 10 Seconds)
    • A powerful visual and audio cue that sets the emotional tone — e.g., a close-up of a student’s proud smile at graduation.
  2. The Promise
    • A statement of your school’s core value proposition: “Here, every student finds their path and the skills to walk it.”
  3. Proof Points
    • Cut between authentic stories and measurable results: UCAS offers, scholarships, competition wins, alumni milestones.
  4. The Experience
    • Immersive footage of campus life, extra-curricular activities, and day-to-day learning.
  5. Future Focus
    • Alumni and older students sharing what comes next for them, showing the school as a springboard to success.
  6. Call to Action
    • Invite the viewer to visit, enquire, or attend an open day — keeping the momentum from inspiration to action.

Making the Film Work Harder Across Channels

Your flagship film shouldn’t be a single-use asset. In a tight-budget environment — and with VAT changes making every marketing pound accountable — multi-channel deployment is essential.

YouTube & Instagram Ads

Shortened, high-impact edits (15–30 seconds) for awareness campaigns targeting parents in your catchment area or specific income brackets.

School Website

Feature the full version prominently on your homepage and admissions landing pages. Include a “From Our Parents” or “From Our Alumni” section to link back to ROI themes.

Email Campaigns

Embed snippets in prospect nurturing sequences, with CTAs to watch the full film or book a visit.

Open Days

Play the film in reception areas, during presentations, and on loop in the background — it sets the emotional tone before staff even speak.

International Recruitment

Add subtitles in key languages and supply to agents overseas. For boarding prospects, include footage showing accommodation and community life.

 

Overcoming Objections Through Video

In value-sensitive markets, parents may have three main objections:

“It’s too expensive.”

> Counter by showing breadth of opportunities, personal attention, and long-term outcomes that make the investment worthwhile.

“My child can get a good education elsewhere.”

> Differentiate through the unique aspects of your ethos, community, and extracurricular offer.

“We’re not sure about the return on investment.”

> Use alumni success stories and tangible results to prove long-term benefits.

A flagship film lets you proactively address these concerns before they’re raised in a conversation.

Measuring the Impact of Your Flagship Film

To justify future investment in video, track:

  • View-through rates on ads and social posts.
  • Clicks to enquiry forms from video embeds.
  • Open day sign-ups following film release.
  • Parent feedback during tours (“We saw the video and…”).

Combining these metrics with qualitative feedback will help you fine-tune both the content and distribution strategy.

The Takeaway for 2025–26

With VAT now inflating independent school fees and household finances under strain, recruitment teams face a dual challenge: attracting the right families and justifying the investment in a fee-paying education.

A flagship promotional film, carefully crafted and strategically deployed, can become the linchpin of your student recruitment, education marketing, and admissions strategy. By blending emotional storytelling with concrete results, your video reassures parents that their child’s future — and their financial commitment — are in safe, capable hands.

 







The Different Types of Explainer Video (and When to Use Them)

Explainer videos are one of the most effective tools a company can use to communicate clearly and quickly. Whether you’re introducing a new product, breaking down a complex process, or trying to change behaviour, explainer videos cut through the noise and help your message land.

But not all explainer videos are created equal. There are several styles and formats, each suited to different goals, audiences, and platforms. Here’s a breakdown of the most popular types — and how to decide which is right for you.

1. Animated Explainer Videos

What it is:
A stylised animation that uses motion graphics, icons, text, characters or illustrations to explain a concept.

Best for:
– Simplifying abstract or complex ideas
– Saas or tech products
– Explaining systems, processes or data
– Budget-conscious campaigns (compared to live action)

Why it works:
Animation gives you complete control over the visual world. If it can be imagined, it can be animated. It’s perfect for explaining things you can’t easily show in the real world.

Read more: Why Animation is Still a B2B Video Powerhouse

2. Live Action Explainer Videos

What it is:
A real-world, filmed video — often featuring a presenter, customer, product demo, or company spokesperson.

Best for:
– Building trust and human connection
– Products that need to be physically demonstrated
– Professional services and consultancy
– Customer testimonials with an explainer angle

Why it works:
There’s something powerful about seeing real people talk to camera or show how something works. Live action adds personality and authenticity, which can be crucial in high-trust industries.

Read more: How to Humanise Your Brand with Video

3. Whiteboard Videos

What it is:
A visual story drawn by hand on a whiteboard (or digital whiteboard-style background), usually accompanied by voiceover narration.

Best for:
– Educational content
– Step-by-step breakdowns
– Budget-friendly explainers
– Internal training or onboarding

Why it works:
The drawing-in-real-time style keeps viewers engaged and makes the information feel easy to follow. It’s also an affordable, evergreen format that can be reused again and again.

4. Product Demo Videos

What it is:
A walkthrough of your product in action — screen recordings, physical demonstrations, or step-by-step tutorials.

Best for:
– Software companies (screen capture with narration)
– E-commerce or physical products
– Onboarding and support
– Closing deals (as sales enablement)

Why it works:
Showing is better than telling. Product demos give your audience clarity and confidence — especially if they’re on the fence.

Read more: Using Video to Close the Sale

5. Hybrid Explainer Videos

What it is:
A combination of live action and animation — for example, a talking head with motion graphics layered over the top.

Best for:
– High-impact brand storytelling
– Case studies and testimonials
– Thought leadership
– When you want to mix credibility with clarity

Why it works:
Hybrid videos offer the best of both worlds — the human connection of live action with the flexibility and clarity of animation.

6. FAQ or Myth-Busting Videos

What it is:
Short videos that address common questions, objections, or misconceptions — each focusing on one simple point.

Best for:
– Breaking down resistance in the sales journey
– Pre-empting objections
– Content series for email or social
– Internal communications

Why it works:
They’re short, targeted, and practical. Great for audiences who already have some awareness, and just need a nudge.

7. Company or “Who We Are” Explainers

What it is:
A top-level introduction to your business — who you are, what you do, who you help, and why you’re different.

Best for:
– Homepage videos
– Pitch decks
– Investor relations
– Recruitment

Why it works:
This kind of explainer tells your story in a sharp, confident, and human way — ideal for people discovering your brand for the first time.

Read more: How to Use Video on Your Website Homepage

Choosing the Right Explainer Video

The right format depends on your goal. Are you…

  • Educating a cold audience? Try animation or whiteboard.
  • Helping people understand your product? Go for a demo.
  • Building trust? Use live action or hybrid.
  • Looking for flexibility and scale? Animation gives you room to grow.

It also depends on your budget, timeline, and brand personality. The best explainer videos aren’t just clear — they’re aligned to your wider marketing and business strategy.

Final Thought

Explainer videos aren’t just about telling people what you do — they’re about making people care enough to take the next step. Whether it’s a 30-second animation or a full-blown product walkthrough, the best explainer videos feel effortless to watch and impossible to ignore.

Interested in working with a team that can help you bring your explainer video to life?

We help brands turn complexity into clarity with strategic, story-led content that drives action.









Why Video Marketing Is the Most Powerful Tool in a Marketer’s Arsenal

Video marketing cuts through today’s noise. It’s visual, emotional, memorable—and the evidence backs it up. Below, you’ll find the case for video, plus practical ways to get ahead.

Your Audience Is Always Online

Two forces make video marketing uniquely powerful: global connectivity and near-universal access to capable devices.

  • Internet users: In 2024, an estimated 5.5 billion people—about 68% of the world’s population—were online, up from 65% in 2023 (International Telecommunication Union).
  • Mobile reach: The global mobile ecosystem continues to expand; for the latest subscriber and device mix, see The Mobile Economy 2024 (GSMA Intelligence data) (GSMA).

The takeaway for marketers: your audience is accessible almost everywhere, all the time, on devices built for video.

The Internet Runs on Video

Independent network telemetry shows just how dominant video has become in real-world traffic.

Practically, this means your brand competes for attention in a landscape where moving pictures and sound are the norm—not the exception.

Why Video Marketing Works So Well

  1. Emotion and trust: Video carries tone of voice, facial expression, and narrative pacing—cues that build credibility and connection. (On brand trust and its impact on behaviour, see the Edelman Trust Barometer 2024.)
  2. Memorability: Visual + auditory storytelling helps people process and recall complex ideas faster than text alone.
  3. Format flexibility: The same core message can run as a 15-second vertical cut, a 60-second teaser, and a 3-minute explainer—each purpose-built for its platform.

Proof That Video Marketing Delivers

Marketers and consumers consistently report tangible benefits from video.

  • Adoption: Year after year, a strong majority of marketers use video as a core tactic (Wyzowl, State of Video Marketing 2025).
  • ROI & impact: In Wyzowl’s 2025 study, 93% of marketers reported good ROI from video; many also cited direct sales uplift and stronger awareness (Wyzowl, 2025).
  • Consumer influence: Wyzowl’s longitudinal research also shows a large share of consumers say video has influenced a purchase (Wyzowl, 2025).

Why Many Marketers Hold Back (and Why That’s Your Edge)

Despite the upside, teams often hesitate because video seems expensive, complex, or time-consuming. Meanwhile, audiences spend more time on video-first platforms and connected TVs (see YouTube’s living-room data above). The gap between audience behaviour and brand output is your opportunity.

How to Win with Video Marketing (Practical Playbook)

1) Start with story, not gear

Authenticity outperforms gloss. A clear narrative and human voice convert better than generic polish.

2) Design for the feed

3) Batch and repurpose

Plan one anchor shoot per month or quarter. From a single 5-minute interview you can create: a hero film (YouTube), 6–10 vertical clips (Reels/TikTok/Shorts), GIFs for email, and cut-downs for paid.

4) Optimise distribution

  • Prioritise platforms where your audience already watches (YouTube’s living-room growth points to bigger-screen opportunities—YouTube).
  • Match captions, hooks, and thumbnails to each channel’s norms.

5) Measure what matters

Blend attention metrics (hook rate, average view duration) with business outcomes (lead quality, assisted conversions). If you need a benchmark, Wyzowl’s research provides year-on-year adoption and ROI context (Wyzowl 2025).

The Bottom Line

Billions of people online (ITU), a mature mobile base (GSMA), and a traffic mix dominated by video (Sandvine) all point to the same conclusion: video marketing is the most potent way to earn attention, build trust, and be remembered. The brands that commit now—consistently and creatively—will own the advantage.

Sources

Ready to put video marketing to work? Explore our video production services, view our portfolio, or grab our book Resonance on Amazon. Fill out the form on our contact page and start the conversation!









How to Create the Perfect Video Marketing Brief for Your School

As the landscape of school marketing continues to evolve, one thing has become increasingly clear: video content is no longer a ‘nice-to-have’—it’s essential.

From virtual tours and alumni testimonials to campaign ads and open day highlights, video helps independent schools stand out in a crowded marketplace. But creating content that truly moves the needle on admissions doesn’t happen by chance—it starts with a well-crafted brief.

Whether you’re working with a production agency or creating content in-house, a clear, goal-driven video brief can make all the difference. Not only does it ensure your time and budget are well spent, but it also lays the foundation for content that genuinely drives engagement, enquiries and applications.

In this post, we’ll walk you through exactly how to write an effective video marketing brief, no matter your budget, team size or experience level. You’ll learn:

  • What to include in every brief (and why it matters)
  • How to define success and measure ROI
  • Tips for aligning your video content with your school’s marketing funnel
  • The role of storytelling in connecting with prospective families

Why Your Video Brief Matters

Imagine hiring a photographer for your school’s prospectus shoot and giving them no idea who the photos are for, how they’ll be used, or what story they should tell. That’s essentially what happens when you approach video production without a strong brief.

A clear, comprehensive brief provides direction, sets expectations, and keeps your content aligned with your school’s brand, messaging and goals. It also helps you get more from your investment—by focusing on what really matters and avoiding scope creep or creative confusion.

8 Essential Elements of Every Good Video Marketing Brief

1. Project Overview

Start with a clear, simple summary. What is this video project, and why are you doing it?

Example:
“We want to create a series of three short-form videos to promote our Sixth Form Open Evening. These will be used in paid ads on Instagram and YouTube, targeting parents and students aged 15–17.”

Keep this high-level, but focused. Think of it as your project elevator pitch.

2. Objectives and Goals

This is one of the most critical (and often overlooked) sections.

Be clear about what success looks like. Define measurable objectives, for example:

  • Drive 200 clicks to our open event landing page
  • Achieve a video view rate of 50% or more on paid ads
  • Increase enquiries from Year 5 parents by 15% over the campaign period

Tip: Align your video goals with your broader marketing and admissions objectives.

3. Target Audience

Understanding exactly who your video is for is one of the most important steps in creating effective, high-performing content. Without a clear picture of your audience, you risk producing something that looks great—but doesn’t connect.

Break your audience down using categories like:

Age & School Stage

  • Prospective parents of Nursery/Pre-Prep pupils (ages 2–6)
  • Families considering Junior/Prep entry (ages 7–11)
  • Parents preparing for 11+ or 13+ transition
  • GCSE students and parents exploring Sixth Form
  • International families considering UK boarding from Year 9+
  • Alumni and former parents (legacy, donor, or community content)

Geographic Location

  • Local, regional, national and international families
  • Expat families looking for UK boarding options

Socioeconomic Profile

  • Full-fee families vs. bursary/scholarship-seekers
  • First-generation applicants vs. legacy families

Decision-Making Role

  • Parents and guardians
  • Students themselves (especially teens)
  • Extended family (grandparents, guardians)
  • Education agents and consultants

Psychographics & Motivations

  • Academic ambition, pastoral care, creative arts, SEN support, faith or values

Behavioural Factors

  • Cold vs. warm audiences
  • Visitors from specific referrers (e.g. ISC, Talk Education)

Platform Preferences

  • Parents on Facebook or LinkedIn
  • Teens on TikTok, Instagram, YouTube
  • International users via agency portals

Why this matters: Your audience affects tone, visuals, channels, and language. Be as specific as possible to drive engagement.

4. Key Messages

What are the 2–3 main things you want viewers to remember?

  • Your school’s unique strengths
  • Practical details (e.g. open day date, scholarships)
  • An emotional takeaway or story-driven message

5. Call to Action (CTA)

What should viewers do next? Register, book a tour, or watch more?

Ensure your CTA matches the stage of the marketing funnel the video targets.

6. Distribution Strategy

Where will the video be shown?

  • Paid or organic social media?
  • Your website or email campaigns?
  • Does it need different formats or subtitles?

7. Timeline and Key Dates

Include script deadlines, filming dates, review periods and launch milestones. Build in time for feedback and amends.

8. Budget Parameters

You don’t need an exact figure—but a range helps manage expectations and guide creative decisions early on.

Measuring Success: Setting Metrics That Matter

Set KPIs that reflect your original objectives. These might include:

  • View-through rate (VTR)
  • Click-through rate (CTR)
  • Engagement: likes, comments, watch time
  • Enquiries and application conversions

Use tools like Google Analytics, YouTube Analytics, or Meta Ads Manager. Track using UTM codes or custom landing pages for clear attribution.

Final Thoughts: Start With Strategy, Finish With Results

Video marketing doesn’t have to be daunting or expensive—but it does need a strategy. A strong brief ensures everyone’s aligned, keeps content purposeful, and helps you get maximum ROI.

Whether launching a major campaign or filming something simple, following this guide will give your video the best chance of success.

Want to learn more?
Join our free webinar, “How To Boost Applications at Your School with Video Content”, on Tuesday, September 16th at 12pm.

👉 Register now