What’s changed. Where to begin. And how to keep up.

COVID-19 has been more than a virus. It’s been an accelerant. Of virtual learning. Of remote working. Of online retail sales. Growing trends have become the norm. Or soon will be. And video as an essential brand asset is more important than ever. From MTV to YouTube to TikTok – we’ve seen the power of video content as a way to communicate, instruct, entertain, and tell a story.

And now colleges, universities and schools must develop new ways to give campus tours, showcase student life, and convey the essence of their culture in hopes that prospective students will apply, deposit, and then show up for class. Not to mention creating content to keep current students connected and wanting to return.

In a recent Zoom with Enrique Mendoza, CEO of Bowstring, one of Mindpower’s long time collaborators, we explored the value of video content – no longer just an important marketing tool, but as an essential strategic driver of your brand.

Here are several key takeaways from that recent brainstorm:

• Video as a story arc. It’s not as simple as creating a brand video anymore. Or thinking about video with a singular purpose. The biggest shift with video since COVID isn’t figuring out how to shoot with travel and social distancing limitations, but rather how to embrace the value of storytelling through video. It requires a long-term plan and must be multi-channel. From your president’s video message, to social media clips of student vignettes, faculty and alumni features on your website, the campus tour, and new student orientation – are you telling a consistent story? What are the threads that connect your videos across the institution? Does your story arc compel someone to act or take notice?
• Doing more with less. Less money. Fewer staff. Not enough time in the day. So again, think long-term and create a plan. What’s needed for the next 60, 90, 120 days? And not just for marketing or admissions. Who else on campus could use a video of the president? Or faculty? Or alumni? Think it through, coordinate with other departments, use multiple budgets, and shoot several messages for opportunities beyond the original impetus for the shoot. And find ways throughout your story arc to use every minute of the shoot.
• Reduce friction. Make it easier. Think beyond the physical boundaries or limitations of traditional campus shoots. Whether it’s remote students or faculty, or alumni living in different parts of the country or world, content can be gathered and shot anywhere. You can ensure quality by making sure the script is telling the right story. And make sure you’ve got a clear workflow – from preproduction to post production – that helps maintain consistency from one project to the next. And finally, keep your video assets organized. If you can, invest in an asset management system that makes it easy to access, cut, and deliver those assets.