Severn School Video Content Marketing

Balance Between Authentic and Best

  • Supported Severn School’s strategic goal to produce and distribute in-house video
  • Strengthened the school’s brand identity with mission-focused visual storytelling
  • Increased the perceived value of the school’s diverse liberal arts education by showcasing the breadth of programs available for current students

Authentic Best

When I joined the Severn School communications team, my top priority was to create high-quality written and visual stories on a limited budget. The videos had to be genuine, but also convey the school’s high standards for excellence. It’s all about striking a balance between authentic and best.

Low Budget, High Quality

With one DSLR camera and little else, my challenge was to show the life of the school as it evolves over time in a well-produced but relatable format.

Filming

In-house video done right can be honest, engaging, high-quality and affordable. It starts with a great story, supported by the right tools. I leveraged resources already available in the school along with a few inexpensive additions to build a video rig:

  • Tripods the art department was no longer using
  • A budget-friendly lavalier mic
  • An inexpensive two-panel LED lighting set up for interviews

And an ultra-portable setup for capturing events at a moment’s notice:

  • Flimic Pro Mobile Video (iPhone)
  • Zhiyun Smooth-Q gimbal

Production

The school had recently purchased a package of Adobe Creative Cloud licenses for the digital arts department so I asked to allocate one for communications. Premiere Pro, Audition and After Effects are more flexible and produce a much more professional result than iMovie.

Archive and Promotion

I produced a stock of 30-second to 3-minute videos that fit within our larger content strategy and created an archive of video for the school.

In addition to sharing the videos directly on social media (Vimeo, Facebook and Twitter), I embedded them into news articles for publishing on the school website (Blackbaud). I could then share the articles again on social and package them together in monthly round-ups for current families and alumni.

Sample Videos

Each video focuses on a different program 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 showcasing academic and extracurricular programming.

Week of Inspirational Math


(Tools: Canon D Mark IV DSLR, Adobe Premiere Pro, Adobe Audition)

Lower School Renaissance Drama Production of Madagascar Jr.


(Tools: Nikon D7000 DSLR, Zhiyun-Tech Smooth-Q Smartphone Gimbal, Filmic Pro for iPhone, Adobe Premiere Pro, Adobe Audition)

Middle School in 50 Seconds


(Tools: Nikon D7000 DSLR, Zhiyun-Tech Smooth-Q Smartphone Gimbal, Filmic Pro for iPhone, Adobe Premiere Pro, Adobe Audition)

Summer at Severn


(Tools: Nikon D7000 DSLR, Zhiyun-Tech Smooth-Q Smartphone Gimbal, Filmic Pro for iPhone, Adobe Premiere Pro, Adobe Audition)

Learning to Lead

(Tools: Nikon D7000 DSLR, Zhiyun-Tech Smooth-Q Smartphone Gimbal, Filmic Pro for iPhone, Adobe Premiere Pro, Adobe Audition, Adobe After Effects)