Across the U.S., video is reshaping how private schools showcase their mission, attract families, and engage alumni. By weaving authentic stories of students and faculty into dynamic visual narratives, institutions like Loomis Chaffee and Concord Academy create immersive experiences that text and photos simply can’t match.
Why Video Works for Schools
Video delivers an immediate sense of place and culture. While written copy can list amenities, footage lets prospective families see classrooms in motion, athletes in action, and the daily rhythm that defines each campus.
“We have an incredible talent pool right here of current students and faculty who love this school and are not afraid to tell people that—on camera! No actors needed,”
Mary Forrester, Director of Digital Communications at Loomis Chaffee, highlights that authentic voices reduce production costs and enhance credibility. Ben Carmichael, Director of Marketing and Communications at Concord Academy, adds that video should serve specific strategic moments—enrollment peaks, fundraising campaigns, and athletic showcases—rather than becoming a constant output.
Starting Small: Scoping Your First Videos
Both schools began with focused, high‑impact videos. Ben recalls his first projects as a “Thank You” message for donors and a “Congratulations!” clip for newly accepted students. Mary’s early work included a stop‑motion holiday greeting in 2010, a creative experiment that evolved into an annual tradition.
Keeping the initial scope tight allows teams to test workflows, gather feedback, and demonstrate tangible results without overwhelming limited resources.
Aligning Production with Marketing Objectives
Video calendars are driven by the admissions cycle, fundraising timelines, and campus events. Mary manages both the digital content pipeline and a residential dormitory, illustrating the challenge of balancing creative output with operational duties. Ben emphasizes that each new video is vetted against marketing goals, market research, and partnership opportunities to close communication gaps and deepen brand understanding.
Typical video use cases include:
- Showcasing current students in authentic settings
- Answering FAQs from prospective families
- Featuring alumni testimonials and success stories
- Highlighting pivotal moments of the student experience
- Expressing gratitude to donors and supporters
- Launching large fundraising initiatives
- Spreading holiday cheer to the broader community
- Capturing live performances and special events
- Congratulating new acceptances
When to Bring in External Talent
Deciding between in‑house and outsourced production hinges on two factors: bandwidth and desired sophistication. Ben explains, “If we lack the capacity or the video requires advanced techniques—like a jib or steady‑cam for a Centennial Plan launch—we hire a specialist.” For simpler shoots, the schools rely on their own editors, cameramen, and motion‑graphics designers.
In‑house production offers unique advantages: familiar faces on set reduce nerves, campus knowledge yields richer B‑roll, and internal teams can quickly iterate on feedback. Mary notes that a summer sabbatical was instrumental in refining her editing and shooting skills, while the graphic designer’s motion‑graphics expertise added a fresh layer to recent projects.
When external help is necessary, schools often opt for small, agile crews to minimize disruption to students’ lives. Alternatively, hiring a single photographer/videographer for specific tasks—such as lighting or a second camera—provides cost‑effective support while keeping control in-house.
Ultimately, the secret to successful video is aligning content with clear objectives, leveraging the school’s talent pool, and choosing production partners that fit both the budget and the creative vision.