A brand video tailored for higher ed is an essential marketing asset that tells the high-level story of an institution, giving viewers a sense of its ethos and mission. These videos can be leveraged across digital platforms to attract prospective students and connect with the larger campus community.
A brand video can be used and pushed out in many ways. In the following example, the Boston video production team at Shave created a piece for Mount Holyoke College that played on the big screen at the start of President Holley’s inauguration ceremony. The video was created for the event, but was general enough that it then doubled as a piece of evergreen promotional content that could be pushed out after the ceremony and posted to social media channels.
Brand videos involve careful planning and close collaboration with the client’s internal team. They are often scripted (but don’t have to be), and can include talking heads or consist entirely of b-roll visuals. Shave sees brand videos as an opportunity to get creative.
When kicking off a project with the client, plan on the following basic components:
- A creative idea. Brainstorm internally or with the client to come up with a compelling idea that will frame the video (i.e. students recite a script as they walk around campus, or video is shot entirely in the library, etc.). Remember that audio captured in the field or mixed in post-production is another powerful artistic tool.
- A script. Craft a concise, pithy script that highlights core values and gives a sense of what students will gain from an education at the institution.
- Scheduling. If possible, try to schedule the talent in half-hour blocks, leaving enough time in between shoots to change locations if necessary.
- Casting. Identify and book interviewees well ahead of the production date.
- Locations. Interviews should ideally take place in a location that fits with the creative idea of the video. If possible, work with the client to scout and book locations ahead of time in order to plan for production.
Some important tidbits to keep in mind:
- Keep it short. 60-90 seconds is a great length to aim for, since this video will likely get posted to social media.
- Pick good music. Music track selection is paramount to making or breaking a brand video. Try to choose something that is motivational or inspirational, and yet doesn’t overpower the messaging.
- Aim for diversity. Since campus communities tend to be diverse, the audience should be able to picture themselves at the school. Encourage the client to select as diverse a cast as possible.
- Sign-off and rounds of feedback. When budgeting for editing time, it’s prudent to establish at a project kickoff how many stakeholders will need to weigh in and give feedback, since a brand video usually needs to get sign-off from multiple people.
Whether it's being used to launch a promotional campaign, kick off an event, or live as the hero on your website’s homepage, a brand video is a fundamental marketing tool that no institution of higher education can afford to overlook.
Click here to explore more of our higher education video work.