- Supported the Marketing and Communications Department’s major strategic goals to incorporate video into content publication
- Strengthened the school’s brand identity by creating an emotional connection to constituents
- Showcased breadth of programs and initiatives available for students and families at Severn, increasing the value of Severn’s diverse liberal arts education
When I joined the Severn School marketing communications team, one of my top priorities was to create high-quality written and visual stories to connect with our community while working with a limited budget. Severn had previously outsourced several video projects and wanted to transition to creating in-house “authentic best” videos to both save money and show the life of the school as it operates day-to-day. A professional production crew can only show what they capture in a few days — my challenge was to show the Severn story as it evolves each day in a high-quality, well-produced but relatable format.
Low Budget, High Quality
Severn’s marketing team had previously created some video content, but it was typically off-the-cuff with low production values. In-house video done right can be honest and relatable, high-quality and affordable. It starts with the right tools. I began with an inventory of their available recording equipment (one DSLR camera) and production tools (iMovie) and began researching additions for both filming and production.
Creating an Archive
Working with the Director of Communications, I developed a strategy for creating and distributing 30-second to 3-minute videos that fit within our larger content strategy to support Severn’s brand identity and school culture. I decided which programs and events would shine most brightly through visual storytelling and began to develop an archive of video for the school.
I embedded longer form videos in the body of accompanying news stories to provide context while leveraging the school’s website news channel as the primary platform from which to share the content.
- Transition to Teel Part One: Guiding New Sixth Graders Toward Academic and Social Success
- The Maker Mindset and Innovation: A Way of Life at Severn Lower School
- The Making of a Musical: Pirates of Penzance at Severn
I created a plan for sharing these stories and videos on social media (YouTube, Facebook, and Vimeo) and distributed them across the website in areas that made the most sense.
Each video focuses on a different program at Severn while giving current and prospective families a look at daily student life. They each speak to the school’s values and sense of community — highlighting the ethos of Severn School while also showcasing academic and extracurricular programming.