Using film as your Shop Window Setting the tone of your schools - PowerPoint PPT Presentation

Using film as your ‘Shop Window’ Setting the tone of your school’s message Miles Latham M.A (Oxon) Managing Partner - Affixxius Films

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

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.

Part 1: The premise of ‘high brand’ and marketing appropriately

Question 1: Should an Independent School be considered a ‘high brand’…? Look at the organisation in ‘commercial’ terms: 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… …the function of high brands is to create dreams, not to pander to everyone and anyone. Vincent Bastien, Professor of Marketing, HEC Paris

Question 2: Are marketing priorities the wrong way around…? 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. 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…?

Simple entry point Question 3: Where does everything fit? Core The landscape of film use has Message changed. It’s presence alone is Marketing (emotion) no longer a novelty. Think about the journey your Communicating Further Information (information) audience member is going on In other words… and give them the right film at Consider an audience journey the right time… Personalised Information (especially in terms of how film is used) in terms of: Online / offline journey to action 1. Love 2. Choose Informed and 3. Buy motivated

Question 4: Where is film most useful? Marketing Communications Beyond this point we have seen Film used as Advertising the value of film diminish over time as schools struggle to differentiate when they simply Film used as a “Surrogate Visit” ‘describe’ the elements of their offering.

Question 4 (cont.): Where is film most useful? The ‘school promotional video’ has become a stereotype because of this confused sense An older student of priority. Someone calling the Interview shot in front begrudgingly helping school a ‘family’ of a fireplace I want to play a game… a younger child A fast-paced montage A library book being Sweeping shot of a section of different taken off a shelf driveway activities and sports. Headteacher walking Goal being scored in Nervous-looking kid along a path with a a football/hockey/ saying “It’s easy to suspiciously diverse make friends.” lacrosse match group of children

Question 5: Does your school have a recognisable and distinguishable ‘story’? 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 .

Part 2: Real-life applications of film use…

“This Is Where…” Stamford Endowed Schools The ‘Story’: 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.

“#worcesterisgreen” Royal Grammar School, Worcester The ‘Story’: 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.

“History in the Making” The King’s School, Gloucester The ‘Story’: 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.

“Mind. Body. Spirit.” Aiglon College The ‘Story’: 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. Winner: C.A.S.E. “Grand Gold” Award 2017

“So is this…” Oswestry School The ‘Story’: 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.

“Come and Be Inspired…” Queen Margaret’s, York The ‘Story’: 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.

Part 3: Specific issues for The Education Sector …

“Word of Mouth” We get it. Word of mouth is important. 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’. Ask what makes people talk, don’t just point out that they do…

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 Driving internal PR Launch event YouTube channel(s) Facebook optimisation Cinema advertising Vimeo presence Twitter campaign(s) Television advertising Online PR Instagram Event advertising Creative campaign Content optimisation In-situ playback Digital Broadcasting Pattern analysis Bespoke audience versions Mobile optimisation Multiple account population Student-based distribution Influencer marketing

More on Distribution… Distribution starts from within. Engaging the internal community will fuel the external engagement. Treat film distribution like a ripple… High-Level Management Endorsement Internal Buy-In (Students, Faculty etc) Immediate Community (Parents etc) Diaspora Community (Alumnae etc) Satellite Community (New Prospects)

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.

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…

Thank you. Any questions…? Miles Latham M.A (Oxon) Managing Partner - Affixxius Films 01509 815558 [studio] | 07799 410 750 [mobile] | miles@affixxius.com