As attention spans shrink and reading preferences expand, adapting your school’s marketing messages is crucial. Try to capture a parent's interest while they scroll social media, and they’ll be distracted by another cat video. Email information to someone researching schools late at night, and your message will get lost in a thread of promotions.

Our attention spans are getting shorter. The numbers vary, but nowadays, we can focus on just one thing for about eight to 45 seconds (I blame TikTok...) As a school marketer, your challenge is to communicate your school's value quickly and clearly, no matter how much or how little time you have.

From a snappy five-second tagline to an in-depth 45-minute webinar, each piece of content you create must be tailored to meet your audience's needs and the medium you're using to capture their attention effectively.

5 Seconds: Headline or Tagline

In just a few seconds, you need to make a strong impression so your headline or tagline grabs a reader's attention instantly. It’s often the first thing people see, and whether it's on a website, a brochure, or a social media post, a great headline or tagline can make someone want to learn more.

Quick Tips for a Headline

• Use Strong Words: Choose words that are powerful and positive. Words like "Empowering," "Future," "Leaders," and "Opportunity" can create a strong image in the reader's mind.
   
• Be Clear: Keep it short and to the point. A good headline or tagline doesn’t need to be long to be effective. It should convey your message quickly and clearly.
   
• Make It Memorable: Your headline or tagline should be easy to remember.
   
• Reflect Your School’s Values: Make sure your headline or tagline reflects what your school stands for. If your school focuses on innovation or community, choose words that show that value.
   
• Create Emotion: Whether it’s excitement, inspiration, or trust, choose words that evoke the emotions you want people to feel about your school.

15 Seconds: Social Media Posts, Ad Headlines

In 15 seconds (or about the time it takes to sing “Happy Birthday”), there’s just enough time to spark interest and prompt the audience to take action, whether it’s clicking a link, sharing a post, or learning more about your school.

Quick Tips for Social Media Posts, Ad Headlines:

• Use Engaging Visuals: A striking image or a short, eye-catching video can instantly grab attention and convey your message faster than text alone.
   
• Include a Clear Call-to-Action: Let the audience know what you want them to do next. Phrases like "Learn More," "Enroll Now," or "Visit Us" make it clear what action they should take.
   
• Keep the Message Simple: Focus on one main idea or benefit. Too much information can overwhelm and lose the audience’s interest, but a simple, clear message is more likely to stick.
   
• Use Action Words: Words like "Discover," "Join," and "Explore" create a sense of urgency and excitement, prompting the audience to engage with your content.
   
• Highlight Benefits: Quickly show why your school stands out. Mention unique programs, achievements, or values that differentiate your school from others. For example, "Award-Winning Arts Program" or "Top-Ranked Athletics."

30 Seconds: Infographic

In half a minute, this short time frame is ideal for a brief but engaging overview of key information — just the essential details in a visually appealing and easily digestible format. Capture a viewer’s attention, communicate the core message quickly, and leave a lasting impression, just like Fryeburg Academy did.

Quick Tips for Creating a 30-Second Infographic

• Highlight Key Statistics: Use bold numbers and icons to highlight important statistics about your school, like graduation rates, college acceptance rates, or student-to-teacher ratios. This makes the information easy to scan and understand quickly.
   
• Use a Clear Layout: Organize the infographic in a way that guides the viewer’s eye naturally from one section to the next. Use headings, subheadings, and clear divisions to separate different pieces of information.
   
• Incorporate Visuals: Use charts, graphs, and images to make the data more engaging. Visual elements can make complex information easier to understand.

1 Minute: Landing Page

The goal of a one-minute message, whether it’s a landing page, video, or testimonial, is to provide a concise yet comprehensive overview that engages your audience and encourages them to take action.

Quick Tips for Creating a Landing Page

• Clear and Compelling Headline: Start with a strong headline that clearly states the purpose of the page. It should grab attention and make the visitor want to read more.
   
• Concise Content: Provide key information in short, easy-to-read sections. Use bullet points, subheadings, and short paragraphs to make the content scannable.
   
• Visual Appeal: Include high-quality images or videos that complement the content—they should be relevant and engaging.
   
• Focus on Benefits: Highlight the benefits of your school. What makes your programs special? How do students thrive? Focus on what sets your school apart.
   
• Clear Call-to-Action: End with a strong call-to-action, such as "Schedule a Tour," "Apply Now," or "Learn More." Like The Harvey School, make it easy for visitors to take the next step by providing clear instructions and easy navigation.

2 Minutes: Video

Quick Tips for Creating a Short Video

• Focus on One Main Message: Decide on the primary message you want to communicate and build your video around it.
   
• Start Strong: Capture attention within the first few seconds. Use engaging visuals, upbeat music, or a powerful opening line to draw viewers in immediately.
   
• Show, Don’t Tell: Use visuals to tell your story. Instead of explaining everything with text or voiceover, let the images and footage speak for themselves.
   
• Keep It Dynamic: Slow, static shots can lose viewers, while quick transitions and varied visuals keep the video exciting and engaging.

The Woods Academy's testimonials are front and center on its homepage. They're short and sweet, paired nicely with text. Lovely!

Tips for Creating a Two-Minute Video Testimonial

• Engaging Opening: Capture attention right from the start. Use a compelling image, a surprising fact, or an emotional hook to draw viewers in.
   
• Showcase Authentic Stories: Use real students, parents, or teachers to share their experiences. Authentic stories are more relatable and engaging.
   
• Keep It Visual: Reading takes time, so use dynamic visuals and keep text to a minimum. Show your school environment, activities, and interactions to give viewers a real sense of what your school is like.
   
• Authentic and Relatable: Choose individuals who represent your school well and can speak genuinely about their experiences. Authenticity builds trust and relatability.
   
• Focused Message: Have the testimonial focus on one main theme, like academic excellence, a supportive community, or personal growth. This keeps the message clear and powerful.
   
• Emotional Connection: Encourage the speaker to share personal stories, which can be very compelling.

5 Minutes: Blog Post

A five-minute blog post is perfect for providing in-depth information, insights, and stories that engage your reader and offer valuable content. This format allows for more detailed explanations and the opportunity to explore topics more fully. Check out The Independence School's blogs for some great examples!

Quick Tips for an Engaging Blog Post:

• Start with a Strong Introduction: Begin with an engaging introduction that grabs the reader's attention. Use a question, a surprising fact, or a brief anecdote to draw them in. Clearly state what the post will cover.
   
• Organize with Headings and Subheadings: Break up the content with clear headings and subheadings to make the post easier to read.
   
• Use Short Paragraphs and Bullet Points: Keep paragraphs short and to the point to help with readability.
   
• Use Visuals: Use images, infographics, or videos to complement the text. Visuals can make the post more engaging and help explain complex ideas more clearly.
   
• SEO Optimization: Use relevant keywords throughout the post to improve search engine visibility. Include keywords in headings, subheadings, and the body text, but keep the writing natural.

15 Minutes: Viewbook or eBook

Fifteen minutes feels like a lifetime for families to browse your school’s offerings, values, and successes. Viewbooks and eBooks are particularly useful for prospective families to browse at their own pace.

Quick Tips for Creating a Viewbook or eBook

• Choose a Relevant Topic: Select a topic that addresses common questions or the concerns of your audience. For example, an eBook about choosing the right school can guide parents through the decision-making process.
   
• Visual Appeal: Use images, charts, and infographics to break up the text and make it visually engaging. Visual elements can also help explain complex information more clearly.
   
• Include Testimonials and Case Studies: Add testimonials from current students, parents, and alumni.
   
• Clear Call-to-Action: End with a call-to-action that guides the reader on what to do next. This could be scheduling a visit, downloading additional resources, or contacting the admissions office.
   
• Highlight Key Programs and Achievements: Showcase your school's academic programs, extracurricular activities, and notable achievements. Highlight unique offerings that set your school apart from others.
   
• Visual Storytelling: Use high-quality photos and graphics to tell your school’s story. Include images of the campus, classrooms, events, and student activities to give readers a feel for the school environment.

45 Minutes: Webinar or Virtual Info Session

A webinar or similar virtual session allows registrants to explore topics thoroughly, answer questions, and interact with participants. Webinars, like Belmont Hill's, are a great way to showcase your school’s strengths, share expert knowledge, and educate your community—and you can also email the recording afterward for families to view at their leisure (or at 2x the speed!)

Quick Tips for Creating a 45-Minute Webinar

• Plan a Detailed Agenda: Outline what you will cover in the webinar. Divide the session into clear sections, such as an introduction, main content, interactive Q&A, and closing remarks. 
   

• Engaging Introduction: Start with a strong introduction. Greet participants, introduce yourself and any other speakers, and outline the agenda. 
   

• Use Visual Aids: Visuals help keep the audience engaged and can make complex information easier to understand.
   
• Clear and Compelling Closing: Wrap up the webinar with a strong closing. Summarize the main points, thank participants for attending, and provide clear next steps or calls to action. This could include signing up for a newsletter, scheduling a visit, or downloading additional resources.
   
• Engage with Q&A: Dedicate time for a question-and-answer portion.
   
• Follow Up: After the webinar, send a follow-up email. Include a recording of the webinar, additional resources, and any answers to questions that were not addressed during the session.

Key Takeaway

Whether it's a quick glance or an in-depth look at your offerings, your message needs to be compelling, clear, and consistent. If you can adapt your school's marketing content and communication to the medium, you'll let your school's strengths shine through and help families see the true value of what you offer. Start today, there's no time to waste!

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.