Why Video is More Than Just a Pretty Picture for Multi Academy Trusts
Lights, Camera, Strategy!
Following on from their popular first podcast on branding in the education sector, David and Rob return to the sofa (yes, there’s still space for two more!) for a second deep dive — this time focusing on video content and its critical role in school and trust branding.
In this chatty and insightful follow-up, the pair swap seats a little — quite literally and figuratively — with Dave putting questions to Rob about how Schools and Multi-Academy Trusts (MATs) can make video work for their strategy, not just their showreel.
Not Just a Video… A Tool for Impact
Rob kicks off with a message many in education marketing need to hear: not all video is created equal — and more importantly, not all video is fit for purpose. Whether it’s a handheld phone clip from a staff member or a glossy production from a big London agency, the question isn’t just “Does it look good?” It’s “Does it reflect your brand and your values?” And most importantly: “What will your audience feel and do after watching it?”
From there, they explore how crucial it is to plan video with intent. The first step? Paper — not a camera. Rob explains how every video project should start with questions like: Who’s this for? What should they think and feel? What should they do next? Without these answers, you’re just pointing a lens into the void.
Budget vs. Value: Spend Smart, Not Just Big
One of the big takeaways? Be realistic about what you want and what you’re working with. A quick video update from sports day? Sure, grab a phone. But if you’re looking to position your trust as a leading light in education, with a clear message, compelling storytelling, and a professional finish — you’ll need to invest.
Rob and David get real about budget ranges and how to make sure that money works. And their advice? Don’t just shop for price. Shop for fit. See past showreels. Ask what results were delivered. And above all — make sure it feels right for your school or trust.
Get Strategic (Or Risk Wasting Your Investment)
But video isn’t just a one-off project. It’s part of a wider strategy. Whether it’s part of a rebrand, an open day campaign, or social media push — video content needs to fit into your broader communications strategy. That includes considering formats for Instagram, TikTok, or LinkedIn (depending on your audience), and understanding where the video will live after the launch party is over.
As Rob says — don’t just make the film and let it gather digital dust. Work it. Embed it on your homepage. Use snippets for social. Put it in email footers. Break it into formats for different platforms. Show it at events. Do it justice. This is where the creative agency support can help, specialists with knowledge and experience are worth their weight in gold.
Final Thoughts: Emotion, Action & Outcome
What’s clear from this podcast is that Rob and David aren’t just passionate about producing beautiful content — they’re invested in seeing their work deliver. And that’s the ultimate takeaway here: branding, video, strategy — they’re not boxes to tick. They’re tools to generate emotion, action, and — crucially — results.
As always, they’re open to chatting more. Got a question about branding, video, or how to turn strategy into standout content? Or even want to take your place on the Sofa – get in touch — there’s always room for more passionate and enthusiastic specialists.
And finally, invest as much time, money and resources into the promotional aspect of the content as you have into producing it, we see so many organisations create some amazing content for it not to be seen! Trust me that does happen.
Missed the first episode? Catch up here Podcast 2: The Importance of Video Content in Education – watch it here.
Ready to create video content that truly connects — and works hard for your school?
Get in touch with the Creativeworld Education team today on 01282 858 200 or email us at education@creativeworld.co.uk, we’d love to chat!
