1. How to Make Compelling Promotional Video for Higher
Education
Slide 1
How to Make Compelling
Promotional Video for
Higher Education

2. How to Make Compelling Promotional Video for Higher
Education
Slide 2
1) Promotional videos
2) Identify your purpose and target audience
3) Make the most of your available resources
4) Optimize for SEO, promote, measure, evolve
Overview
Source: Higher Education Marketing – How to Make Compelling Promotional Video for Higher Education

3. How to Make Compelling Promotional Video for Higher
Education
Slide 3
 With improving internet speeds and web publishing
platforms, including for mobile devices, it is easier than ever
to tastefully integrate videos throughout your website.
 If a picture is worth a thousand words, as the old adage goes, how
many words equals one minute of video?
 High school students surfing swiftly through the web are drawn to
more interactive content that inspires emotion.
 Promotional videos featuring genuine student testimonials and
virtual campus tours are two popular applications for using video.
 Creative videos may inspire homecoming nostalgia among alumni,
inform about residence life or biology labs, showcase student
performances or the campus location's appeal, or perhaps feature
stirring speeches from recent ceremonies.
1. Promotional Videos
Source: Higher Education Marketing – How to Make Compelling Promotional Video for Higher Education

4. How to Make Compelling Promotional Video for Higher
Education
Slide 4
 Your audience's demographics and location will determine
the emphasis, style and language of your content.
 Videos can be highly effective in providing virtual tours and
testimonials for student recruitment but keep in mind that, especially
for international students, parents may be the chief decision maker.
 Consider your necessary key message and what
measurable output you are aiming to achieve.
 A call to action can be as soft as displaying the benefits of a certain
campus location, or more directly driving an immediate response,
such as encouraging early enrollment by enticing with a contest
prize.
2. Identify your purpose and target audience
Source: Higher Education Marketing – How to Make Compelling Promotional Video for Higher Education

5. How to Make Compelling Promotional Video for Higher
Education
Slide 5
 Many schools manage institutional YouTube channels
divided according to categories such as "dining options" or
faculty departments, a popular content strategy for schools.
 Vimeo, "the artistic sibling to YouTube," or other alternate hosting
platforms offer customization options but may carry a cost for
commercial usage.
 The University of British Columbia encourages individual
departments to develop content and share their stories by
publishing guidelines on their website with plans for free
workshops to support a decentralized process.
2. Identify your purpose and target audience
Source: Higher Education Marketing – How to Make Compelling Promotional Video for Higher Education

6. How to Make Compelling Promotional Video for Higher
Education
Slide 6
 Attention spans are shrinking and targeted clips of 10-30
seconds, popular on sites like Instagram, may attract more
viewers and deliver a more focused takeaway message.
 That said, video with informative, inspiring content, such as
well delivered speeches, can warrant longer running times.
 Consider calling your local tourism board for beautiful images and
moving picture of your surrounding landscape and begin thinking of
music earlier in the process.
 Original music from a student or faculty member can be cost-
effective and customized for the video's purposes.
 Scrolling down Western University's home page reveals their social
media channels, including a ready-to-play video about life in
residence and even Western on iTunes U, with free podcasts from
convocation speeches and lectures.
3. Make the most of your available resources
Source: Higher Education Marketing – How to Make Compelling Promotional Video for Higher Education

7. How to Make Compelling Promotional Video for Higher
Education
Slide 7
 Remember that YouTube is the world's second largest
search engine and the rules of social networking and SEO
for colleges definitely apply.
 Upload videos with interesting headlines, comprehensive keywords
and descriptions, and an attractive thumbnail image.
 Video albums can be created in Facebook, and built-in platform
sharing tools exist to post your video's link in other sharing sites,
such as Twitter, to earn as large an audience as possible.
 Promote your videos by asking students if they've seen the newest
one and asking for their opinions.
 Since videos tend to age badly, keep a plan in place for substituting
with fresh content when time allows.
4. Optimize for SEO, promote, measure, evolve
Source: Higher Education Marketing – How to Make Compelling Promotional Video for Higher Education

8. How to Make Compelling Promotional Video for Higher
Education
Slide 8
Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit our Website: Higher Education Marketing
FOLLOW US ON FACEBOOK
FOLLOW US ON LINKEDIN
FOLLOW US ON TWITTER
FOLLOW US ON PINTEREST
FOLLOW US ON GOOGLE+