The short answer
A promotional video is music-led, showing school life through images. A prospectus video is interview-led, with staff, parents and pupils speaking. Choose by what families need to hear, as both include a full day of filming.
The promotional video
A promotional video is built around the life of the school and a music track. It moves at a good pace, and needs no interviews.
It suits homepages, open evening loops and social media. Families get a quick, warm feel for your school. It also cuts down well into short clips.
It also suits schools where staff would rather not speak on camera. Everyone simply carries on with their day.
Music sets the tone, so a calm track and a lively track give very different films.
The prospectus video
A prospectus video is led by interviews. Head teachers, principals, managers, parents, pupils and students describe life at your school.
It works like a prospectus on film. Families hear your approach, your values and your strengths in real voices.
These films suit admissions pages and open evenings, where families want more detail. They also suit colleges and training providers well. Students explaining their course in their own words is often the most persuasive part.
My guide on how colleges use video to recruit students covers that side in more depth.
A college might include employers or apprentices too, where they help tell the story.
How to decide
- What families ask. If they want detail, a prospectus video answers more questions.
- Your people. Confident speakers make a prospectus video shine.
- Where it will be used. Homepages often suit the pace of a promotional video.
- Preparation time. Promotional videos need less from staff on the day.
- Film length. Interview-led films often run a little longer than music-led ones.
- Your budget. Both include a full day of filming, drone filming and an online production meeting.
Preparing for interviews
If you choose a prospectus video, pick your speakers early. A head teacher, a member of staff, a parent and a pupil make a good mix.
The topics are agreed at the production meeting, so nobody is caught off guard. However, nobody needs a script, and natural answers work best.
Interviews are usually filmed in a quiet room, away from lessons. Each one takes a short time, so speakers are not away from class for long.
Pupils only take part if your school wants them to, and with the right consent. A member of staff stays with them throughout.
Questions families want answered
A prospectus video works best when it answers the questions families really ask. So list the questions your office hears most often.
Common ones include how children settle in, how reading is taught, and what support is available.
Then match each question to the right speaker. A parent often explains settling in better than any member of staff.
Pupils are good at describing what they enjoy. Their answers are short, honest and easy for families to trust.
Keep the list short, however. Five or six clear questions make a stronger film than fifteen rushed ones.
Why not both
Some schools use a promotional video on the homepage and a prospectus video on admissions pages. Each does a different job well.
A few short interview moments can also sit inside a promotional film. That adds a human voice without slowing the pace.
Talk through the options at a free consultation. Then the filming day can be planned around exactly what you need. Filming both on the same day keeps disruption to a minimum.
Subject videos of 30 to 45 seconds can also be added to the same day. My guide on subject videos explains how they fit.
Screen photos can be included too, ready for your printed prospectus and website.
Making the film last
Whichever style you choose, think about how long it will stay on your website. A film that avoids dated details stays useful for longer.
Staff move on, so a prospectus video may need refreshing sooner. A music-led film often lasts a little longer for that reason.
My guide on how often to update a school video covers the signs.
Avoid dates, seasonal displays or named year groups on screen, as these date a film quickly.
Questions schools ask
How much does a prospectus video cost?
Prospectus video prices are on my <a href="/prices/">prices page</a>. Drone filming and an online production meeting are included.
Do pupils have to speak in a prospectus video?
Only if your school wants them to, and only with the right consent.
Can we have a prospectus video instead of a music-driven one?
Of course. I can almost always cater for your specific needs and budget.
Will staff know what they will be asked?
Yes. The topics are agreed at the production meeting. Then I guide each speaker through it on the day.
Can we watch the film before it goes online?
Yes. Your school watches and approves every film before it is published or shared.
Not sure which film suits your school? Talk to me, and I will help you choose the right one.
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