Universities are prime institutions to take advantage of video marketing, as their target demographic are often modern, tech-savvy consumers, familiar with the rewards of video over copy. To appeal to a wide a demographic as possible, it's worth noting that there are a number of video styles one can empty when video marketing for your university especially during the application process. In this article, we'll be using three University marketing videos as examples.
The reputation of your University is at stake when producing content for online consumption. Don't take risks attempting to produce video if you're unfamiliar with professional practices or the equipment. If at all possible, hire the services of a professional production company, or at the very least enquire at your University media centre, film degree course or student TV society.
Don't attempt to write a comprehensive script for your participants to follow. While that may seem like a great way to ensure your message is delivered word perfectly, it can also make it difficult for your interviewee to deliver a natural sounding response. Instead, either give them bullet points, or let them rehearse their answer a little beforehand (with your guidance). Forcing your participants to recall a scripted memory test results in forced and unnatural delivery undermining the authenticity of your message.
When selecting locations around your University, think about when you'll be shooting, whether there will be people around, and what the sound and light will be like. What buildings and environments do you want to display in your university marketing video and are there certain times that show them off best?
With pre-production out of the way it's important you get the highest quality footage possible and make use of professional production techniques to achieve higher production values. Subtle tilts, pans, tracks, lifts, depth of field, composition and pull focus are all attributes of a professional production. Take a look at our third example, Masters in Public Policy, which makes use of many of these production methods.
Once your video is complete you need to get it in front of your target demographic - online teens! YouTube is one of the most notable options, optimising either for the specific course title for those looking for options, or your University name for possible students who have narrowed down their choices. If at all possible, attempt to make a number of versions of your videos to cater for different marketing platforms and audiences.
The reputation of your University is at stake when producing content for online consumption. Don't take risks attempting to produce video if you're unfamiliar with professional practices or the equipment. If at all possible, hire the services of a professional production company, or at the very least enquire at your University media centre, film degree course or student TV society.
Don't attempt to write a comprehensive script for your participants to follow. While that may seem like a great way to ensure your message is delivered word perfectly, it can also make it difficult for your interviewee to deliver a natural sounding response. Instead, either give them bullet points, or let them rehearse their answer a little beforehand (with your guidance). Forcing your participants to recall a scripted memory test results in forced and unnatural delivery undermining the authenticity of your message.
When selecting locations around your University, think about when you'll be shooting, whether there will be people around, and what the sound and light will be like. What buildings and environments do you want to display in your university marketing video and are there certain times that show them off best?
With pre-production out of the way it's important you get the highest quality footage possible and make use of professional production techniques to achieve higher production values. Subtle tilts, pans, tracks, lifts, depth of field, composition and pull focus are all attributes of a professional production. Take a look at our third example, Masters in Public Policy, which makes use of many of these production methods.
Once your video is complete you need to get it in front of your target demographic - online teens! YouTube is one of the most notable options, optimising either for the specific course title for those looking for options, or your University name for possible students who have narrowed down their choices. If at all possible, attempt to make a number of versions of your videos to cater for different marketing platforms and audiences.
About the Author:
Alex Jones is a Public Policy Graduate from the University of East Anglia. To watch the videos in this article, take a look at Masters In Public Policy, and Masters in International Relations.
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