• Independent Schools
What to Talk About In Your Private School Video
Jon Morgan, JM Films

So your school wants to make a video, but you're not sure what it should be about. This is one of the most challenging parts of making a video. The content of the video is most important because it will either attract or repel the viewer. So here are four talking points that will keep your viewer intrigued and informed. 

Private School Videos

Point 1: Who you are

This seems simple, almost too simple, right? Well, it is, but you would be surprised how often it's forgotten. This often the first thing you lead with when introducing your school. So, in a video, it's ideal to introduce your school within the first 20-30 seconds. This establishes for the viewer who you are and who your school is. 

Point 2: What we do 

This also seems simple, right? This is either what specific type of school you are, specific grades served, or possibly another distinguishing characteristic. When prospective families are considering your school they want to know what you do and if there any special focuses you offer. While general talking points about your school can be helpful, it is also good to talk about specific advantages of your school over all others. What about your school makes it special? What is your favorite part about working in the education field? This creates a little more interest for the viewer.

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Point 3: Why we do it

Here is where we are really getting to the meat of the content. Now the viewer knows who you are and what you do, but what is really going to connect with them is why you do it. This is something most people don't take time to give much thought. When you talk about why you do what you do, and why you care so much, this lets people connect on a personal level. Why did you care about the educating the students that you serve? Why does your school care about going above and beyond when other schools may not? These types of questions create an emotional connection with the viewer and draws them in. 

Point 4: To what benefit

This is what viewers care about the most. How does your school ultimately benefit them? What problems do you help solve for students and families? You have to relate what your school offers to why they should care. If you only talk about what you do and why you do it but don't talk about how it benefits them, then the viewer is likely to stop watching or not remember your video. Try to stay away from cliché answers such as "we have great teachers" or "we care about our students" because every other school uses these points so much they have don't mean very much. So dig deeper and be creative. Again, focus on the problems you solve for students and families. The bigger problem you solve, the more likely they will be to enroll with you.


So these are four talking points for your next video about your private school. Also don't forget to be creative and make it original. The more you showcase who you are the better. And if you ever get stuck and need any help, we're always here to lend a hand! 

The Use of Video Among Independent Schools

jon morgan of jm films Jon Morgan, Director/Producer. Jon founded JM Films in 2015 with a mission to create awesome videos for clients. Along the way he discovered a natural fit between video and marketing for schools. JM Films works with schools to help them grow brand awareness and increase enrollment through strategic video marketing. Whether it be by producing a brand video, explainer or testimonial videos, Jon and his team work along side schools to help them craft an effective video marketing strategy that is going to connect, inform and convert their target market.

  • Marketing/Communications
  • Videography
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