The purpose of this project was to increase admissions by demonstrating the ways which the school stands out through an engaging student curriculum (passions and academics).
We understood the difficulty for parents when not only picking a school for their children but also moving into a new, likely foreign country. Hence we aimed to emphasize the school's sense of community and its ability to create a "new home" for arriving expats.
We also, based on research conducted on what other schools have done to increase admissions, found that most of their video marketing efforts are not truly effective in maintaining the parents' attention, and have shaped the video to stand out from the rest.
There's a lot more that goes on with the video that is subconsciously effective. An example being, our depiction of a diverse student body to appeal to the many families coming from Asian countries. But we won’t get into that, as there’s so many things, and we’d like our copywriter to still make it home tonight.