When marketing to German families, we were advised to stick to the facts and leave emotion out of the equation. That’s exactly what we did. Sort of.
The proof is in the pudding as they say. As of now, enquiries and applications are up 129% and 182% respectively as compared to the previous year. Video is simply a medium. For most, it does little. For those who use it right, it will make all the difference. We’re in the business of results. If you’re going to hire a film crew, you better hope to see return on your investment.
We found a pretty absurd video and we need to share it with all of you. Let’s just call it an homage of epic proportions.
Everybody already knows that Salisbury is an athletic powerhouse, but what they don’t know is that it raises boys to become truly thoughtful, nice and emotionally available men. The challenge is that these points are difficult to articulate without sounding cliché or making big, hard-to-substantiate claims, so we had to figure out how to get around this.
There’s a reason why companies hire spokespeople. It’s difficult to connect to the buildings or the history of a place, but a face and a person is universal. Somebody to latch on to for your mental associations is very valuable. Boarding schools tend to both literally and figuratively put up high walls, despite the fact that the funnel for families interested residential schools is shrinking. I think we should be doing everything we can to make the admissions experience as welcoming and familiar as possible.
The ladies lit up with excitement and immediately started imagining it. I looked across the table to our producer, Alesi, and quietly apologised. A musical would be a substantial (near impossible) task given the circumstances: we had 16 days (to present a final product), we were a two person team, neither of us had ever done a musical and neither of us are musicians. Meg, Sarah and Rose did have reservations about how realistic a musical would be, but they were so enamored with the idea that they were willing to take the plunge and trust that we could do it. We do like challenges.
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