Captivate & Convert: Mastering Video Marketing for Schools in the Digital Age

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Captivate & Convert:
Mastering Video Marketing for
Schools in the Digital Age

Our HEM Presenters today
2
Scott Cross
Regional Manager
North America
Valentin Wimel
Inbound Marketing
Manager at HEM

▪ The Power of Video in Digital Marketing
▪ Crafting a Visual Content Strategy
▪ Engaging Video Formats for
Educational Marketing
▪ Short-Form Videos & Adaptation to
Digital Trends
▪ Production Tips and Strategies
▪ Video SEO Optimization
▪ Key Takeaways
Agenda
3

Capturing Attention in the Digital Age
4
66% of consumers
engage with video
content to gain
knowledge about a brand
or product.
Source:
https://blog.hubspot.com/marketing/how-video-consumptio
n-is-changing
The global average for
video consumption in
2023 was
17 hours per week
(per person).
Source:
https://thesocialshepherd.com/blog/video-marketing-statisti
cs
92% of students show a
strong preference for
institutions that use video
content in their
marketing.
Source:
https://www.linkedin.com/pulse/how-use-video-marketing-a
ttract-enroll-students-firdosh-khan-gzxlc/

Audience Poll #1
5
Are you integrating video marketing
into your communication and engagement strategies?
A. Yes
B. No
C. Thinking about it

6
The Power of Video in Digital Marketing

Engagement & Emotional Connection
7
Video content
captures attention
and evokes emotions.
This emotional connection
can be a powerful tool in
influencing audience
behavior.

Enhanced Retention & Versatility
8
.
Visual Learning Storytelling

Impact on Website & Social Metrics
9
.
Having video content on your
website can improve metrics like
time on site, bounce rate, etc.
It can also drive your social
metrics (likes, comments, shares)
up.

The Importance of Combining Organic and Paid Videos
10
Organic Video
Save $$
● Utilize organic content for low-cost
engagement.
● Speak to your fans & followers to
grow referrals.
Build Brand Trust
Organic content helps build trust and
authenticity.
Paid Video
Enhance Your Targeting
● Demographics
● Interests
● Behaviors
● Complementing your organic reach
Maximize Reach
Expand reach to those who don’t yet
follow you.
Boosts visibility & brand recognition.

11
Crafting a Visual Content Strategy

First: Identify Your Goals
12
Different Goals to Consider
Brand Awareness
Student Engagement
Enhancing Online Presence
Driving Enrollment
(Lead Generation + Conversion)
Community Building
Information Dissemination

Second: Understand Your Audience
13
Demographics and Psychographics:
Identify age, location, interests, and
preferences of your target audience.
Pain Points and Needs: Understand
the challenges and needs of your
audience to tailor your content.
Preferred Platforms: Determine where
your audience spends most of their time
online (e.g., YouTube, Instagram,
TikTok).

Third: Determine What Platforms to Use
14
Source:
https://www.luisazhou.com/blog/social-media-dem
ographics/

Third: Determine What Platforms to Use
15
Source:
https://www.luisazhou.com/blog/social-media-dem
ographics/

Fourth: Define Your Brand Identity
16
Create branding guidelines to maintain consistency across all your visual content.

How many total social media users are there estimated to be worldwide in 2024?
a) 4.5 billion
b) 5.17 billion
c) 6 billion
Audience Poll #2
17

Educational Content
Tutorials and How-Tos: Videos that educate
your audience about specific topics or teach
them new skills.
Webinars and Online Courses: In-depth
educational content that positions your institution
as a thought leader.
Industry Insights: Share trends, research
findings, or expert interviews to inform and
educate your audience.
Fifth: Determine What Kind of Video Content to Share
18
The University of Melbourne

Promotional Content
Program Showcases: Highlight the
unique aspects of your courses or
services.
Event Highlights: Showcase events,
seminars, or guest lectures to attract
interest.
Brand Story Videos: Tell the story of your
institution or brand, highlighting your
values, mission, and history.
19
SGIC Vancouver

Testimonials
Student Testimonials: Share experiences and
reviews from satisfied students or parents.
Case Studies: Present detailed accounts of how
your institution has positively impacted
individuals or communities.
20
University of Chicago

Sixth: Plan Content Creation
21
Define:
● Type of content to be created
● Timeline
● Status
● Roles and responsibilities

22
Engaging Video Formats for Educational
Marketing

Campus tours should provide a
comprehensive and engaging virtual
experience of the campus, highlighting
key facilities like libraries, dorms, and
lecture halls. They should also capture the
essence of campus life.
23
Virtual Campus Tours
University of Chicago

Day-in-the-life videos should offer an
authentic glimpse into the everyday
experiences of students, showcasing
typical activities both in and out of the
classroom.
They should capture the reality of student
life, including academic sessions, social
interactions, extracurricular activities,
and personal downtime
24
Day-In-The-Life Videos
UCLA

Study Abroad Experience videos should
vividly portray the unique opportunities
and cultural immersion that study abroad
programs offer.
They should highlight students' interactions
with different cultures, academic experiences
in international settings, and personal growth
stories.
25
Study Abroad Experiences
CIEE Global Navigators

These videos videos should emphasize
the range of services and programs
available to support student health and
well-being.
They should showcase counseling
services, wellness programs, health
facilities, and any initiatives aimed at
fostering a supportive and inclusive
campus environment.
26
Student Support and Wellness Programs
Niagara College Toronto

These videos can highlight joint research
initiatives, internships, guest lectures, and
real-world project collaborations, demonstrating
how students gain practical, hands-on
experience and industry insights directly from
the leaders in their fields.
27
Collaborative Projects with Industry Leaders
London School of Economics

28
Short-Form Videos & Adaptation to Digital
Trends

The Success of Short-Form Video
29
Videos shorter than 90 seconds have a
retention rate of 50%.
Source: https://blog.hubspot.com/marketing/video-marketing-statistics
They offer the agility to quickly adapt to and
participate in viral trends or challenges.
Short- form videos are ideal for mobile viewing,
where users often scroll through content rapidly.

Platform Suitability & Content Variety
30
YouTube Shorts
University of Minnesota
TikTok
University of Alberta
Instagram Reels
London School of Economics
Facebook Reels
University of Amsterdam

The Power of Video Openings and Thumbnails
31
Capturing Immediate Attention: The first 2 seconds of a video are critical in capturing
the viewer's interest and determining if they will continue watching.
Power of the Featured Image: The thumbnail, or featured image, acts as the first point
of engagement, playing a pivotal role in the viewer's decision to click and watch the
video.

32
Production Tips and Strategies

Planning and Scripting
33
Pre-Production
Plan your content in advance.
Declare your objectives.
Outline your key messages and detail
how you will communicate each one in
the video
Add calls-to-action for each video.
Scripting
Write an engaging first 2-5 seconds
Create a concise script that
communicates your message effectively
and conversationally.
Keep the flow moving with new topics or
attention-getting moments throughout.
Use a storyboard to visualize shots.

Budget-Friendly Production Tips
34
▪ Use a quality digital camera or smartphone + talented team members.
▪ Use a dedicated microphone separate from your phone or camera.
▪ Use AI tools to speed up the editing process.
▪ Shoot outdoors or near windows to achieve good lighting.
▪ Use everyday items to stabilize your camera or smartphone.
▪ If needed, use royalty-free music to enhance your videos.
▪ Thoroughly plan and storyboard your video to minimize costly reshoots and
ensure an efficient production process.

Storytelling
Engagement Focus
35
Visual Appeal Brevity
Start with a strong, relatable
story that captures interest
and resonates with your
audience.
Use high-quality visuals and
aesthetically pleasing
compositions to attract and
retain viewer attention.
Keep your message clear and
to the point, avoiding
unnecessary details.

36
Video SEO Optimization

1. Conduct keyword research to identify relevant keywords.
2. Ensure your social media profiles are complete and optimized (logo, website link,
branding, etc.).
Keyword Search + Profile Optimization
37

3. Use relevant keywords in image and video descriptions and captions when sharing
images or videos. This is not only great for SEO purposes but also for accessibility purposes.
Video Descriptions and Captions for Accessibility
38

4. Tagging your location can help you improve local search visibility.
5. Leveraging the editing features of each app can enhance your content's visibility, as it is
more likely to be favored by the algorithm.
Geo-Target content and In-App Editing
39

40
Key Takeaways

Video marketing is crucial for engaging students
and parents by providing a dynamic and
interactive experience.
Key Takeaways
41
To stand out in a crowded space, focus on
unique storytelling, engaging content, and
topics that resonate with your audience.
Crafting a visual content strategy is a must
to ensure that your videos are reaching the right
audience.
It's crucial for schools to integrate short-form
videos into their video marketing strategies to
stay relevant and effectively engage their audience.
Schools can make videos engaging through
storytelling, visual appeal, and
maintaining brevity.
Video SEO optimization can increase your
chances of reaching the right audience through
social media.
1
2
3
4
5
6

42
Elevate Your Content with Our Short-Form Video Services

43
Contact HEM for Customized Solutions
Scott Cross
North America Regional Manager
514-312-9048
scross@higher-education-marketing.com
Erik Fiuza
Europe & UK Business Development
+353 83 837 0646
efiuza@higher-education-marketing.com
Mackenzie Zak
United States Client Representative
614-705–0513
mzak@higher-education-marketing.com

INFO@HIGHER-EDUCATION-MARKETING.COM
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MONTREAL, QUEBEC H2V 4L5
+1-514-312-3968

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