Wistia's head of video production Chris Lavigne gave this talk at the 2016 Blackbaud K-12 User Conference in Boston, MA.

1. Using video to increase site traffic,
admissions numbers, and yield rate.
(and tips for how to get it done)

2. Chris Lavigne
@crlvideo

4. We think video is great.

5. Like, really great.

6. Human

8. LET FOLKS KNOW OUR COMPANY IS MADE UP OF
REAL PEOPLE

9. LET FOLKS KNOW YOUR SCHOOL IS MADE UP OF
REAL PEOPLE

10. Workshop roadmap
3 videos your school will benefit from
Video production tips
Implementation and marketing strategy

11. Let’s shred!

12. Use video to:
INCREASE SITE TRAFFIC
1

15. People like seeing people.

16. People like seeing themselves.

17. WORD OF MOUTH

22. Make someone feel something.

23. Show, don’t tell.

25. 1. About us
2. Create a recap of your next event
3. School year retrospective
SOME VIDEO IDEAS

26. Use video to:
RECEIVE MORE APPLICATIONS
2

27. PULL BACK THE
CURTAIN

28. Give prospects an intimate look.

38. Give prospects an intimate look.

39. 1. Meet your future classmates
2. Create a ‘day-in-the-life’ video
3. Walk through the financial aid process
SOME VIDEO IDEAS

40. 3Use video to:
IMPROVE YIELD RATE

41. “We increased our yield rate by 10% to over 50%.
We did that in part by sending videos at what we
thought were key times throughout an applicants
cycle with us.”
- Ben Carmichael, Concord Academy

45. “There was lots of feedback that the kids who
received these were thrilled. And we can see that
they shared the videos with others.”
- Mary Forrester, Loomis Chaffee

48. 1. Create a congratulations video
2. Experiment with some 1-to-1 videos
3. Exciting things/events to expect in the fall
SOME VIDEO IDEAS

49. The Video Stigma…

51. • Complicated equipment
• Need a film degree
• Everything is expensive
Video is hard
X

52. You can do this!

53. How to get started with
making video

54. USE THE CAMERA YOU
ALREADY HAVE

55. CANON DSLR

56. GOPRO

57. WEBCAM

58. IPHONE

60. SETUP YOUR ‘VIDEO STUDIO’

61. INVEST IN PAPER
BACKGROUND

62. lights before/after shot
USE LIGHTS

64. A light about waist-high points at the
background, creating contrast and
eliminating shadows.
The subject looks into the lens, framed
in the center of the shot.
The microphone is above and in front
of the subject, just out of the shot.
A laptop showing the script is
chest-high below the camera lens.
Two key lights are above the subject’s
eye line about 3 feet apart.
An apple box makes it easier to see the
camera LCD screen.
The camera sits behind the
lights slightly pointing down at
the subject.

65. Keep it light. Keep it positive.

66. Good! Let’s try it again!

67. Get Looooose!

69. My video is done!
NOW WHAT?!?!

73. “Our emails had a very high engagement rate, helped
in part by video, I believe.”
- Ben Carmichael, Concord Academy

74. Education Industry Average Open Rate: 17-22%
CA Welcome Series Overall Average: 52.10%

79. Learn from data!

81. 4Use video to:
HELP FUNDRAISING

86. Differentiate yourself from peer
schools with video

88. Questions?