Show – Not Just Tell: Using Video for Student Recruitment

Over the past few years, we’ve continued to see the rise in video marketing. Video is no longer the up-and-coming marketing trend. It’s here to stay. Have you embraced video at your school?

Illustration of Students Watching Videos
Published: 1.30.2019

As we work with our education clients and speak with their stakeholders, we consistently hear feedback about the importance of authenticity and visual elements throughout their websites and social channels. Incorporating videos, whether a video header on a website or an enrollment video that gives an overview of your school, can deepen connections with your visitors.

Video communicates and inspires emotion with viewers, often more than just with text alone. Publishing videos on your social channels; such as Facebook and YouTube, also allows you to quickly reach a larger audience. 55 percent of people watch videos online every day (Digital Information World). If you’re not currently incorporating video, you’re missing an opportunity to connect with potential students and deepen relationships with current students and families.

Creating a recruitment video to showcase your school and culture is a great start, but to engage with your audience throughout the year, beyond the recruitment season, there are other opportunities to incorporate video.

  • Alumni Success Videos: Share the stories of alumni that benefited from your school and found success in their life, community, career, etc.
  • Highlight Student Organizations: This not only gives another view of your school’s culture to prospective students, it can help boost involvement forf current students, too.
  • Annual Events: There are two opportunities with events; create a promotional video to encourage attendance, along with a video recap after the event to use on your website or social and thank attendees.
  • FAQs: Save time, and help your audiences feel understood and informed before they even make their first visit. Having an admissions representative or other school administrator answer common questions from prospective students via a video series will add a personal touch and help your school stand out.
    • There also are opportunities to have live video events through your social channels for prospective families to have their questions answered in real-time.
  • Exciting Moments: Did your school win an academic competition, sports championship or is there an upcoming musical or play? These are all excellent moments to capture in video to share with your community.

Videos don’t have to be scripted or break the bank. The key is to be authentic in the message you’re delivering. Remember, you’re creating an emotional connection with your audience.

Interested in learning more about how Sanger & Eby can help develop your video marketing strategy? Let’s talk about bringing your vision to life.

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Sanger & Eby
501 Chestnut St.
Cincinnati, OH 45203

Katie Krafka
Director, Client Engagement
p. 513.784.9046

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