Marketing has changed dramatically in the last few years. Many businesses have replaced traditional print and television advertising with more cost-effective Internet marketing strategies that include social media, search engine optimization and video. The shift has sparked the interest of colleges, which are constantly courting new students. Since the target client is an Internet-savvy high school student, this approach is proving to be very effective. In addition to engaging with Twitter and Facebook, some schools are harnessing the creative power of the students to produce YouTube videos of near-professional quality. Here are a few that made a splash in the higher education community:
The University of Delaware took advantage of the Glee craze by producing this extremely impressive musical. The admissions staff used in-house resources to keep the budget under control, according to producer and performer Avi Amon:
All the students (graphic design, actors, musicians, dancers, camera crews, etc.), the choreographer (an alumna), my own orchestration and planning, the physical spaces we filmed in, were all volunteered or donated.
Yale may have initiated the musical craze with the video “That’s Why I Chose Yale.” It has garnered more than 1 million views on YouTube and, more importantly, marks a shift in the way colleges approach marketing.
Inspired by the most effective YouTube marketing to date — the Old Spice video campaign — Brigham Young University created this knockoff to promote its library. Check out this behind-the-scenes follow-up.
Pearson College in British Columbia has just 200 students, all of whom receive a full scholarship. This video uses no actors but is still extremely engaging.
What other colleges are using video as an effective marketing tool?
College Web Editor by Karine Joly made EdTech’s list, 50 Must-Read Higher Education Technology Blogs.