SLIDE 1
Using film as your ‘Shop Window’
Setting the tone of your school’s message
Miles Latham M.A (Oxon) Managing Partner - Affixxius Films
SLIDE 2 An Introduction - Miles Latham and Affixxius Films
Managing Partner of Affixxius Films - film production company based in Leicestershire . Very varied educational background from Maintained Primary School to Oxford University. Affixxius works in both the Commercial and Academic sectors, with an approximately 50/50 split between the two (based on turnover and project load). Over 300 clients in the Academic Sector from Dover to St. Andrews and from Montenegro to Bogota. Royal Television Society, The Drum, CASE and EVCOM winning organisation.
Affixxius HQ - Trinity Hall, Loughborough
SLIDE 3
A textbook example of the “new audience”…?
Daddy to Jack, born March 2016. Classical described as a ‘millennial’, meaning a person reaching young adulthood in the early 21st century. Family based on split experience of the Independent Education Sector. Sacrifice parent from ‘new money’ - driven by value and service levels. Online and ‘review’ purchaser attracted by brand. High exposure to targeted advertising - expect advertisers to know who I am.
SLIDE 4
The premise of ‘high brand’ and marketing appropriately
Part 1:
SLIDE 5 Question 1:
Should an Independent School be considered a ‘high brand’…?
Proposition of quality, exclusivity and opportunity as differentiators. Average of £10,000-£20,000 spend per annum with 90%+ yearly customer retention. “Free at point of use” alternative available with (generally) rising standards. Catering for the most highly prized emotional ‘asset’ for any family. High opportunity (50%+) for repeat business from same customer base. £5m-£20m turnover organisation with a Marketing Department of one and a half. If it’s lucky…
Look at the organisation in ‘commercial’ terms:
…the function of high brands is to create dreams, not to pander to everyone and anyone.
Vincent Bastien, Professor of Marketing, HEC Paris
SLIDE 6 For whatever reason, Independent Schools are obsessed with websites. This doesn’t mean they’re not important, but this emphasis causes confusion in the ‘narrative’ of your brand.
Question 2:
Are marketing priorities the wrong way around…?
I’ve lost count of the amount of times I’ve heard the sentence, “we’re going to focus on our website and prospectus and then let you know about film.” If this was a scenario in the commercial world of high brands, you’d be laughed out of the room. But why is this?
Start with the purest emotional ‘essence’ of your school - what makes it ‘it’. This is a fundamentally emotional proposition, so why start with a fundamentally un-emotional medium…?
SLIDE 7 Think about the journey your audience member is going on and give them the right film at the right time…
Core Message Further Information Personalised Information Online / offline journey to action Marketing (emotion) Communicating (information) Informed and motivated Simple entry point
In other words…
Consider an audience journey (especially in terms of how film is used) in terms of:
The landscape of film use has
- changed. It’s presence alone is
no longer a novelty.
Question 3:
Where does everything fit?
SLIDE 8 Marketing Communications
Film used as Advertising Film used as a “Surrogate Visit” Beyond this point we have seen the value of film diminish over time as schools struggle to differentiate when they simply ‘describe’ the elements of their
Question 4:
Where is film most useful?
SLIDE 9 The ‘school promotional video’ has become a stereotype because of this confused sense
Question 4 (cont.):
Where is film most useful?
I want to play a game…
Someone calling the school a ‘family’
Headteacher walking along a path with a suspiciously diverse group of children
An older student begrudgingly helping a younger child A library book being taken off a shelf
A fast-paced montage section of different activities and sports. Nervous-looking kid saying “It’s easy to make friends.”
Sweeping shot of a driveway Goal being scored in a football/hockey/ lacrosse match Interview shot in front
SLIDE 10 When you hear the names of certain brands you think certain things. The same is true of schools, whether you want to believe it or not. Narratives are yours to control.
Question 5:
Does your school have a recognisable and distinguishable ‘story’?
SLIDE 11 Real-life applications
Part 2:
SLIDE 12
“This Is Where…”
Stamford Endowed Schools
A simple, straightforward ‘journey’ through the school from 3-18. Endearing and interesting children come here. We have high aspirations beyond the school. Where we are located matters.
The ‘Story’:
SLIDE 13
“#worcesterisgreen”
Royal Grammar School, Worcester
This is a school with character and a sense of humour. Our students are the stars of the show. Our activities are broad and high quality. We’re proud of who we are.
The ‘Story’:
SLIDE 14
“History in the Making”
The King’s School, Gloucester
Our school is beautiful and interestingly historic. We look to the future for our students. We’re a high quality brand with which to be associated. Individualism and confidence matters.
The ‘Story’:
SLIDE 15 “Mind. Body. Spirit.”
Aiglon College
Aiglon is a place of beauty and we use that environment. What we do inside and outside the classroom makes us who we are. Our school is safe, homely and exciting at the same time. This is something to aspire to.
The ‘Story’:
Winner: C.A.S.E. “Grand Gold” Award 2017
SLIDE 16
“So is this…”
Oswestry School
We don’t take ourselves too seriously and are willing to laugh. It’s important to understand our structure. We’re confident in who we are. Excellence is there, but we’re not brash about it.
The ‘Story’:
SLIDE 17
“Come and Be Inspired…”
Queen Margaret’s, York
It’s ok to be independent and curious as a young girl. You’ll be surprised what you might find here. This is a magical place. You’ll be welcomed by the community.
The ‘Story’:
SLIDE 18
Specific issues for The Education Sector…
Part 3:
SLIDE 19 “Word of Mouth”
We get it. Word of mouth is important.
Ask what makes people talk, don’t just point out that they do…
The role of film is to buy you space in those
- conversations. By making an impact on people
emotively you are giving yourself the best possible chance of being part of the ‘talk’.
SLIDE 20 Distribution Having a great film (or films) is only the start. The value you derive will come, ultimately, from the distribution methods you are able to put in place. Digital Social Live
Website housing YouTube channel(s) Vimeo presence Online PR Creative campaign Digital Broadcasting Mobile optimisation Driving internal PR Facebook optimisation Twitter campaign(s) Instagram Content optimisation Pattern analysis Multiple account population Student-based distribution Influencer marketing Launch event Cinema advertising Television advertising Event advertising In-situ playback Bespoke audience versions
SLIDE 21 Distribution starts from within. Engaging the internal community will fuel the external
- engagement. Treat film distribution like a
ripple…
More on Distribution…
High-Level Management Endorsement Internal Buy-In (Students, Faculty etc) Immediate Community (Parents etc) Diaspora Community (Alumnae etc) Satellite Community (New Prospects)
SLIDE 22 What does success look like?
Although quantification of emotive marketing activity can never be 100% accurate (this isn’t a weakness, it’s a logical fallacy to assume it can be), you should be looking at engagement with your film work based on the task you set out to achieve:
Average release engagement (2017-18):
- c. 17,000 organic views within 2 week period.
SLIDE 23 The bit worth writing down…
- 1. Know where and why films fits in what you are doing.
- 2. Don’t repeat the obvious - you have a story to tell, and
stories = engagement.
- 3. Know when to get the cheque book out.
- 4. Distribute, distribute, distribute…
SLIDE 24 Thank you. Any questions…?
Miles Latham M.A (Oxon) Managing Partner - Affixxius Films
01509 815558 [studio] | 07799 410 750 [mobile] | miles@affixxius.com
