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

 

 

🎬 Video Production London: A Guide for International Brands Working with UK Partners

If you’re an overseas brand looking for video production in London, you’re choosing one of the most vibrant and advanced production hubs in the world. With a deep pool of creative talent drawn from the UK’s world-class TV, film and commercial industries, London offers access to award-winning directors, producers, camera operators, editors and crew.

This guide is designed to help international marketing teams and agencies—particularly in the US—understand how video production works in London: what to expect, what it costs, how to find the right partner, and what you’ll need to know about logistics, permits, contracts and more.

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🌍 Why London?

• 🎥 A world-renowned freelance talent pool from film, TV and commercial advertising
• 🎬 Cutting-edge camera, lighting and sound equipment (with access to dozens of specialist rental houses)
• 🏙️ Iconic and diverse filming locations—from brutalist architecture to royal parks
• 🏢 Top-tier studios with everything from green screen to sound stages
• 🌐 Bilingual and multicultural crew, well-versed in working on international projects

London is also ideally located for time zone overlap—great for collaborating between North America and Asia. Many projects we’ve worked on involved client teams in the US and post-production across APAC.

We’ve worked with dozens of foreign companies looking for a reliable, strategic UK partner—and we know exactly how to make it smooth.

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🤝 What to Expect When Working with a London Video Production Company

👤 Freelancers vs Production Companies

You can hire individual freelancers (DOPs, editors, etc.) or work with a full-service agency. The latter is often simpler and more reliable for international projects.

📑 Contracts, Deposits and Payment Terms

• Signed contract with scope, deliverables and timelines
• Deposit (usually 25–50%) upfront
• International payments accepted (GBP, Wise, bank wire)

🎥 Permits, Parking and Local Considerations

Small camera setups filming b-roll in public usually don’t require permits—but some boroughs and areas do. Tripods, lighting or crew setups typically trigger permit requirements.

• Permits: £100–£400/day
• Parking bay suspensions: £50–£200/day
• Street parking: £50+ per day in central London

🏢 Studio Costs

• Small studio: £500–£1,500/day
• Green screen/lifestyle set: £1,500–£3,000/day
• Broadcast sound stage: £5,000–£10,000+/day

🚗 Travel & Logistics

• London is dense and expensive
• Most crews use public transport or black cabs
• Hotels: £150–£300/night for central locations

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💷 What Does Video Production in London Cost?

Type of Project	Budget Range
Talking Head Interview	£2,000 – £5,000
Brand Film (1–2 mins)	£7,000 – £15,000
Social Ad (Short Form)	£3,000 – £8,000
Product Demo / Explainer	£5,000 – £15,000
Multi-location Campaign	£15,000 – £50,000+

💡 VAT (Sales Tax) Note for International Clients

If you’re based outside the UK and the services are \”exported\” digitally to a non-UK business, you typically don’t pay UK VAT (20%).

• Confirm your business address and usage location
• Ask for VAT clarification on your quote

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✅ How to Choose the Right London Partner for Overseas Projects

🌎 Experience with International Clients

They should understand remote briefings, time zones, multi-format delivery and international workflows.

🎯 Full-Service Capabilities

Look for end-to-end service: creative, production, post-production, and delivery.

📃 Contracts, Insurance and Communication

Professional quoting, transparent billing and strong communication are essential.

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✨ Why Work with Small Films?

We’ve worked with dozens of international clients—especially those based in the US—looking for a reliable, high-quality UK partner to bring their projects to life.

🎯 For example:

• Eightfold – customer testimonial videos filmed in London
• SEMrush – client testimonial produced in the UK

We offer:

• 🎥 Local crew and kit sourcing
• 🧠 Strategic development and planning
• ⚙️ Efficient pre and post-production
• 💻 Remote access to live shoots and real-time feedback
• ✅ Transparent pricing and fixed-fee contracts

And we’re easy to work with (our clients say so 😄).

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🚀 Final Word: London is a Brilliant Place to Film—If You’re in the Right Hands

London gives you access to some of the best talent, equipment, and creativity in the world. But to make the most of it, you need a partner who knows the terrain—who can get the permits, manage the logistics, and keep your production running smoothly.

If you’re looking for a trusted video production partner in London, we’d love to help.

👉 Explore our video services
📽️ See our portfolio
📩 Get in touch

 

 

 

10 Types of Promotional Video for Your Independent School

Video is one of the most effective tools at your disposal. From raising admissions to driving fundraising, the right film at the right moment can be a game-changer. Here are 10 essential types of promotional video for independent schools—complete with real examples, expert tips, and ideas for maximising impact.

1. Admissions Video

Purpose: Guide prospective families through the application journey.
Why it works: A well-crafted admissions video combines helpful information with emotional reassurance—building trust before a prospect even steps on site.

🎥 Marlborough College Admissions Video

2. Brand Film

Purpose: Showcase who you are and what you stand for.
Why it works: Brand films are about feeling, not features. They capture your school’s spirit through story, tone, and strong visual identity.

🎥 St Albans High School for Girls (STAHS) Brand Film

3. Entry Point Video (Reception, Year 7, Sixth Form)

Purpose: Help families visualise transition points with clarity and confidence.
Why it works: These moments are often when families make big decisions. Tailoring a video for each entry stage helps answer their questions directly.

🎥 Wellington College – First Impressions at Sixth Form

4. Department or Subject Video

Purpose: Highlight academic and extracurricular excellence.
Why it works: Whether it’s music, sport, or science, showcasing standout departments can attract families looking for specific strengths.

🎥 Marlborough College Music Department Video

5. Testimonial Video

Purpose: Provide authentic, believable social proof.
Why it works: Nothing beats hearing directly from someone who’s been there.

🎥 King’s College Taunton – Student Testimonial

6. Day-in-the-Life Video

Purpose: Show prospective families what school life really feels like.
Why it works: A day-in-the-life format builds familiarity and connection, helping viewers imagine themselves in your environment.

🎥 Day-in-the-Life Video

7. Fundraising / Campaign Video

Purpose: Inspire action and drive donations.
Why it works: A powerful fundraising film makes the case for giving by focusing on lives changed, not just money raised.

🎥 The Marlborough Difference – Bursary Appeal

8. Social Media Adverts

Purpose: Grab attention and generate clicks across digital platforms.
Why it works: Short-form video is king on social—and schools that embrace this are more visible and memorable.

9. Head’s Welcome Video

Purpose: Offer a personal message of warmth and leadership.
Why it works: A Head’s welcome can humanise your website and make virtual visitors feel more connected.

10. Welcome or Onboarding Video

Purpose: Support new joiners and their families before the first day.
Why it works: It builds confidence, answers questions, and sets expectations before term even starts.

Tips to Maximise Impact

• Re-version everything: Full-length, 60s, 30s, 15s, and vertical 9:16 versions.
• Format for channel: Square or vertical for Instagram and TikTok; subtitled widescreen for YouTube, LinkedIn, Facebook.
• Use cut-downs: Teaser clips for email, social posts and paid ads.
• Host it smart: YouTube for SEO; Vimeo for brand control; embed on landing pages.

Want more?

• How to Create a Promotional Video for Your School
• Best School Promotional Videos
• What to Include in a School Promotional Video
• 55 Marketing Ideas for Private Schools

Let’s bring your story to life

We help independent schools create video content that’s strategic, emotive, and unforgettable. From fundraising to Sixth Form films, we’ve done it all.

• See our work
• Explore our video services
• Resonance: Unleashing the Power of Brand Storytelling

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

 

 

🎓 New Webinar: How To Boost Applications at Your School with Video Content

If you work in marketing, admissions or recruitment at an independent school, you already know how competitive the landscape is. Parents have more choice than ever, and making your school stand out means rethinking how you communicate your story.

That’s where video and strategic content come in.

Join us for a
free one-hour webinar
designed specifically for independent school marketers, where we’ll show you how to use video and paid advertising to
drive more admissions, increase engagement, and
make your marketing budget go further.

What You’ll Learn:

• How to tell compelling, authentic stories that set your school apart
• The best types of video for each stage of your admissions funnel
• How to build a long-term content strategy that delivers results
• How to get your content seen with smart paid promotion
• Practical tips to improve your return on investment

Whether you want to create a promotional video for your independent school, videos about departments on run video adverts on meta, YouTube or even television, this webinar will help you.

Meet the Hosts

George Hughes is the founder of Small Films, a video agency that specialises in the independent school sector. A former BBC director, George has worked with leading schools like Eton, Marlborough, and Wellington, as well as major brands including Aldi and EDF.

Christiaan Harden brings nearly 20 years of experience in video strategy, having delivered campaigns for BMW, Barclays and over 60 UK universities. He’s helped schools and universities recruit students, widen participation, and showcase their stories with impact.

Why Attend?

This session will be packed with practical advice, examples from real campaigns, and expert insight to help you sharpen your strategy and get better results from your content.

👉 Click here to reserve your spot.

 

 

Please, I’m Begging You: How to Write a CV That Won’t Get You Ignored in TV, Film or Video Production

If you’re a junior looking to break into the TV, film or video production world, the first hurdle is your CV. And I hate to say it, but a lot of you are falling at that first fence.

We’ve recently been reviewing a huge stack of applications — and it’s clear that while the talent and enthusiasm are there, many people are letting themselves down with simple, fixable CV mistakes.

So, if you’re about to apply for a job in production, here’s a friendly guide to help you get it right — based on the things that are quietly making me lose what little hair I have left.

1. Keep it to 2 pages max

You’re just starting out — and that’s totally fine — but no one wants to read your life story. Be selective about what you include. Focus on relevant experience, clear structure, and make every line earn its place.

Pro tip: If you’re struggling to cut it down, ask: Does this help me get the job I want? If not, ditch it.

2. Spelling matters

It seems obvious, but you’d be amazed how many CVs have typos. It gives the impression you don’t care — and in production, attention to detail is everything.

Spell check. Read it out loud. Then ask someone else to read it too. One rogue apostrophe shouldn’t cost you an interview, but it might.

3. Make it easy to read

We’re not expecting design magic, but we do expect clarity. That means:

• A clean, simple layout
• Clear headings
• Bullet points where helpful
• Consistent fonts and spacing

Avoid over-designed CV templates. They’re distracting and hard to scan.

4. Include your A-levels and degree result

If you’ve done them, list them. Leaving them off just makes us wonder why. Even if you’re not proud of the results, transparency is better than silence.

5. Label your file properly

Please don’t send a file called CV.pdf or Resume.docx. It’ll get lost in a sea of other applicants.

Instead, try something like: Firstname-Lastname-RoleAppliedFor.pdf. It shows attention to detail and makes our lives easier.

6. Double-check your links

If you’re linking to a showreel, portfolio, LinkedIn, or anything else — make sure it actually works. Broken links = immediate frustration. Especially if your work is the thing we really want to see.

7. Add something personal

Even one or two lines about you as a person can make a huge difference. What do you enjoy outside of work? What motivates you? Any hobbies, interests, or side projects?

We want to hire people, not just CVs.

8. Let your personality come through

You don’t need to sound like a lawyer. Be professional, yes — but don’t flatten your voice completely. If you’re fun, thoughtful, curious, creative — let that come across in how you write.

9. Be clear about paid vs unpaid work

Lots of juniors gain experience through unpaid work at uni or short placements — which is brilliant. Just let us know what was paid and what wasn’t. It helps us understand the context.

Don’t undersell yourself either. Unpaid work is still valuable experience. Be proud of it.

10. Tell the story

A list of job titles isn’t enough. Tell us:

• What did you actually do in the role?
• What were you responsible for?
• What did you achieve?
• What did you learn?

Even for small roles, if you frame the experience well, it shows you’re already thinking like a pro.

The bottom line

You’ve got about 30 seconds to make someone care enough to keep reading. Your CV doesn’t need to be flashy or perfect — just clear, thoughtful, and you.

We’re always on the lookout for talented, enthusiastic people starting out in production. But we need to see the person behind the paper. So help us out — and give yourself the best shot.

 

What Does a Production Assistant Do?

If you’re just starting out in the world of video production, one of the most common entry points is as a Production Assistant—often shortened to PA. It’s a job that exists across commercial content, television, and film, but the day-to-day responsibilities can vary depending on the type of production you’re working on.

In this article, we’re focusing mainly on what it’s like to be a PA at a commercial video agency like Small Films—with a bit of insight into how the role compares in the wider industry.

To bring it to life, we’ve spoken to one of our own team members, Mia, who started with us as a PA and progressed to a Production Coordinator Position. Watch her talk about her experience below.

🎥 Meet Mia: Life as a Production Assistant at Small Films

“You get to touch all facets of production and work with all of the different teams… There’s such an ongoing opportunity to learn every day.”
— Mia, Production Assistant turned Production Assistant at Small Films

What’s the role of a Production Assistant in a commercial agency?

At a video agency like Small Films, the PA is an essential member of the team—especially on shoot days. The role is varied and hands-on, and no two days are the same. You’re there to support the production team, keep things running smoothly, and generally be ready for anything.

• Setting up kit – helping to load, unload and set up cameras, lights, and other gear
• Keeping things on schedule – making sure talent, crew and locations are prepped and ready to go
• Looking after crew and clients – grabbing coffees, managing lunch orders, and keeping everyone comfortable
• Supporting the director or producer – helping with clapperboard duties, monitoring shot lists, and taking notes
• Problem-solving on the fly – from finding extra extension cables to tracking down a last-minute prop

The key skill here is being adaptable. Shoots can be unpredictable, and a great PA is someone who’s calm under pressure and quick on their feet.

What makes a good PA?

There’s no formal qualification required to become a Production Assistant, but there are a few qualities that will help you thrive in the role:

• A can-do attitude
• Good communication skills
• Willingness to muck in and do what’s needed
• Strong attention to detail
• Professionalism on set (even if you’re just getting started)

One of the best things about being a PA—particularly in a commercial video agency like Small Films—is the chance to try your hand at loads of different aspects of production. Beyond supporting shoots, you might get involved in:

• Research and creative development
• Helping with client pitches
• Pre-production planning and paperwork
• Booking travel, kit hire, and shoot logistics
• Sourcing props and supporting set design
• Sitting in on edits or helping out in post-production

It’s a brilliant way to get a feel for how everything fits together and figure out which areas you’re most drawn to—whether that’s producing, directing, creative strategy, or post.

How does the PA role differ in TV and film?

In the television and film industries, the PA role tends to be more hierarchical and specialised.

In TV production, especially on bigger shows, you’ll often find PAs divided into roles like runners, office PAs, or location assistants, each with set tasks like handling call sheets, managing transport, or keeping talent on schedule.

In film, particularly on larger productions, there are often entire teams of PAs: set PAs, lockup PAs, production office PAs, and more. You might have a narrower focus but work on longer shoots with larger crews.

In contrast, PAs in commercial video—especially in smaller, fast-moving agencies like ours—tend to wear more hats. You’ll often be exposed to every stage of the process and work closely with the creative and production teams, getting real insight into how content comes together.

Why become a PA?

If you’re keen to work in video, it’s one of the best ways to get your foot in the door. You’ll:

• Learn how a professional production runs
• Get hands-on with shoots
• Work across creative, logistical, and post-production tasks
• Meet people in the industry
• Discover what kind of role suits you best

And if you’re lucky, you’ll work with a team like Small Films—where we back curiosity, initiative, and people who want to keep learning.

Want to learn more?

• 🎬 What does a Creative Producer do?
• 📈 How to Plan a Successful Video Marketing Campaign
• 💡 7 Signs You’re Working With a Great Video Production Company
• 📚 Video Production Services
• 🛠️ Our Portfolio

Final thoughts

Being a Production Assistant can be fast-paced, unpredictable, and sometimes physically demanding—but it’s also hugely rewarding. Whether you’re aiming for a career in commercial content, television, or film, it’s a great first step that gives you a real understanding of how video production works.

Want to work with us or find out more about what we do? Fill out the form on our contact page and start the conversation.

How to Use Video to Showcase Your University

Video is one of the most powerful tools in higher education marketing. It brings your university to life for prospective students, alumni, funders, and the public. Done right, it builds trust, tells stories that stick, and sets you apart in a crowded sector.

This guide explores how to use video content strategically — to show what your university stands for, who it’s for, and why it matters.

1. Bring Student Life to Life

Students aren’t just choosing a course — they’re choosing a place to belong. Video helps them picture themselves on campus, meet the community, and imagine the life they could lead there. The more authentic and varied the content, the more it resonates.

Tips:

• Capture real moments — move-in day, freshers’ events, study sessions, downtime.

• Let students speak in their own words — avoid over-scripting.

• Keep it short and platform-friendly: 30–90 seconds for Instagram, 60 seconds for TikTok, 2–3 minutes for YouTube.

• Use vertical formats for social stories and reels.

2. Showcase Research in a Way People Understand

Your university is doing important work — but to get attention, that work needs to be understood. Video helps translate complex research into stories that engage external audiences, from prospective students to policy-makers.

Tips:

• Focus on impact: what the research does, not just what it is.

• Use animation or graphics to visualise data and processes clearly.

• Keep it simple and jargon-free — write for a curious 16-year-old.

• Include the researchers on camera to humanise the work.

Here’s a film we created for Southampton’s Photonics department about the impact of their work on battling climate change.

3. Tell Stories Through the People Who Make Your University Unique

The best university videos focus on people. Staff, students and alumni bring your values to life. When people speak from the heart, it builds credibility and emotional connection — something brand messages alone can’t achieve.

Tips:

• Use unscripted interviews and conversational tone.

• Film across departments, years, and roles to reflect your diversity.

• Mix talking heads with b-roll footage that shows what people do, not just what they say.

• Prioritise natural lighting, authentic locations, and real interactions.

4. Support the Recruitment Journey with the Right Content at the Right Time

Video can ease uncertainty, answer questions, and nudge action — but only if it’s aligned to where students are in their decision-making journey. From early inspiration to final enrolment, each stage needs a different kind of content.

Tips:

• Use brand films and student life content at the awareness stage.

• Share department-level videos and course explainers for students comparing options.

• Offer how-to videos for applications, finance, visas and accommodation at conversion.

• Embed video in key pages: subject landing pages, admissions, and FAQs.

Check out this film we created for Regent’s University London that talks about their luxury hospitality management course!

5. Inspire Alumni and Donors with Purpose-Driven Content

For alumni and donors, it’s all about impact — what their support has helped achieve, and why it matters. Video helps make that emotional connection, turning abstract causes into personal stories.

Tips:

• Film scholarship recipients talking about what funding has enabled.

• Highlight how alumni gifts have changed facilities, research, or student support.

• Create short ‘thank you’ videos for donor stewardship.

• Repurpose content for events, emails, and social channels.

6. Get More Value from Every Shoot

You don’t need a big production every time. One shoot can generate multiple pieces of content if planned properly — helping you stretch your budget and keep your channels active.

Tips:

• Capture both horizontal (YouTube/web) and vertical (social) footage.

• Plan interviews with multiple uses in mind — short clips, reels, long-form edits.

• Get extra b-roll while you’re on campus: people walking, chatting, studying.

• Create a visual content library for future edits and seasonal reuse.

Final Thought: Lead with Story. Let Video Do the Work.

Video isn’t just a marketing add-on. It’s one of the clearest ways to express who you are, what you value, and how you’re changing lives. When you lead with real stories, real people and real purpose, video becomes more than content — it becomes proof. Give us a shout if you want to create video content for your University!