As the international judges in the recent CASE Circle of Excellence Awards for higher education recruitment videos, it’s fair to say we’ve seen our fair share of the best promo films in the world at this time.
Love them or hate them, college promo films are becoming big business.
The differences in approach can be staggering and can vary from short, punchy films to lengthy, almost cinematic style, productions. The final film can be a real showpiece that captures the imagination of the target audience, whilst projecting the college in a really positive light.
Indeed, these films can be a delight to watch.
However, for every good film, there seem to be many average ones, not to mention some embarrassingly poor ones. It must be disappointing to see the college’s good name tarnished in a matter of minutes.
If you are considering a promo film for your college, make sure you consider the following points.
Shorter is generally better
Five minutes doesn’t sound that long but for a promo film, it can seem like an eternity! Aiming for less than 3 minutes will give you enough time to say the really important stuff, any longer and you risk your target audience quickly becoming uninterested and disengaged.
Talking heads are out
Simply showing an interview between two people and stating how good the college is doesn’t cut it any more. The approach is unimaginative and lazy. Filmmakers need to find creative and engaging ways of integrating conversations with visuals, keeping the viewer complete engrossed and absorbed.
It doesn’t have to be a cinematic masterpiece, just inspiring
Yes, it has to look good but aesthetics can play second fiddle to a film that is inspiring. If it resonates amongst the target audience it has done its job. Stunning aerial footage might capture some of the college’s best architectural features, but a film shot on a mobile in a classroom can be equally as captivating
Get the balance right
The final promo film should be a good balance between every creative element. Having stunning footage but muffled sound, or camera-awkward participants, will render the film second-rate, and will reflect badly on the college. Every element has to fit perfectly, as though they were made only for that purpose.
Don’t forget the type
Too many promising films have been let down by very poor onscreen typography. Disjointed font choices, inappropriate positioning or clumsy sizing – there are many examples where it looks like text has been added at the last minute, without thought or consideration. Typography (when used) should be considered as an integral part of the entire piece, not a trivial component!
No rap songs please!
They can certainly get a reaction in the marketplace but rap songs about a college generally seem amateurish. It might raise a smile but is it a bit of a risky way to promote the college? Likewise, obscure in-jokes or parodies might have a strong following within the college, but might struggle to be understood in the broader student community.
Costly films aren’t always the best
Learn from Hollywood! Look at how many big-budget films are pretty average whereas many critically acclaimed productions have had less funding. The quality has been achieved through creative excellence, innovative thinking and utilizing resources available.
Natural and sincere
Faking it won’t work. A film that is natural and sincere will always look and sound better and gain more respect. One showing a ‘staged performance’ or someone reading from a script just won’t cut it with a savvy target audience.
Make it for the right people
It’s not just prospective students that might watch the promo. Parents, Alumni and the business community might also see it so it has to resonate with them also (to a certain extent). The target audience is not the VC or the Board, even if they think it might be. A ‘promo film’ is to promote the college and should be treated as a publicity piece or form of advertising. A self-indulgent film would be met with little enthusiasm!
Messaging is key
Molding visuals with a soundtrack might look slick, but if the film has no message it will be ineffective and quickly forgotten (a bit like films relying on SFX to make it a blockbuster). An overall message should be the foundation of the promo to give it substance. The visuals and sound should then be utilized to highlight, enhance and magnify it. Make the massaging meaningful, relevant and different from the competition.
Open to opinion
It might only last two minutes but as soon as the promo is available for viewing it will be under the microscope and open for comment. Be prepared – the feedback might surprise you! Viewers won’t just be judging the film as a standalone either, they will quickly form an opinion about your college, so making a film that encourages viewers to form the right opinion becomes even more important. It will also be another significant touchpoint (easily accessible to anyone and everyone) in your brand network, so getting it absolutely right is imperative! Click here for more information on ‘Getting to know your touchpoints’.
To conclude, making a promo film is a difficult task – it is the kind project that attracts high expectation. It will either compliment your college brand or tear it apart. Getting it right is not an impossible task though. Consider the above points and you will have a good basis to make a successful film.
Comment below if you have a tip for a great promo video.
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