Assessment & Consulting
Promotional Videos
What message best resonates with our community? How best do we get that message out? We believe that marketing is a matter of maximizing information about the positive things going on in an organization, but through new digital media that can reach a wider audience. These days, the most effective way to do so is digitally.
An often unrecognized fact is that schools now must market as much to students as to their parents. Sadly, in many communities, the student makes the decision about which school to attend from as early as fourth grade. In response, many schools become gun shy and timid, unwilling to hold students to higher standards of comportment or make the tough call with regard to decisions that affect critical school culture. The real challenge is creating an environment where students are held to the highest standards – both from a character and academic point of view, but creating an environment where they are safe to say “no” to peer pressure and make counter-cultural choices.
The essence of marketing, then, is pointing to the many fun and exciting parts of a school environment that dares to do all of the above, and our children are now part of a digital generation. Author Don Tapscott, in his book Growing Up Digital: The Rise of the Net Generation, points to the power of this new generation. “These 88 million children of the baby boomers in the U.S and Canada are combining demographic muscle and digital mastery to become a force for social transformation. In a nutshell, because of their access to the digital media, these young people learn, work, think, shop and create differently than their parents. There is no issue more important to parents, teachers, policy makers, marketers and social activists than understanding this new generation.”
So, a cutting-edge, effective website, the expanded use of media such as DVDs and web-delivered MPEGs, and the inclusion of video training and in-house video production, can complement the more traditional admission and marketing materials to create a fuller, more enticing package. Most schools also forget the importance of marketing to prospective teachers and administrators in addition to potential paying customers, but we at NewSouth AssociatesNS believe that attractive, eye-popping school promotional videos, coupled with special features highlighting future capital and endowment fundraising projects, can be one of the most important teacher recruitment tools a school has to offer.