Donovan Group Insights

Is Your District Using Video to Reach Community Members?

An effective communications plan blends various forms of content to engage stakeholders. Many district leaders primarily communicate through text, photos and graphics. Video is quickly becoming many stakeholders’ preferred form of communication, yet district leaders tend to use it the least.

Here’s how video can help you better connect with stakeholders.

Share quick updates and announcements

Video is a short, highly efficient way to get your message across. In 60 seconds or less, you can provide the school community with critical information about recent or upcoming events. Most stakeholders prefer watching a quick video over reading a lengthy email or news release. It saves time, requires little effort and tends to draw greater engagement levels.

Boost visibility by posting the video where stakeholders are most likely to see it. This is especially important if the video contains time-sensitive information about a crisis or school incident. You could release the video via e-newsletter, Facebook, Instagram or your district’s home page.

Evoke positive emotions in stakeholders

In addition to critical messaging, video is also a powerful tool for evoking certain emotions within your school community. Inserting clips from concerts, fundraisers or sporting events can stir up feelings of joy and excitement. Video gives stakeholders a quick snapshot of all the amazing things happening in your schools, which can improve their perception of the district.

When you create a video, think about how you want stakeholders to feel while watching it. Should they feel inspired, hopeful, included or happy? Your video can make the community feel a combination of these or other emotions. Once you have a desired reaction in mind, choose video clips from school events that help evoke those emotions.

Boost your district’s brand integrity

You can also use video to boost your district’s brand in the eyes of stakeholders. Video draws more attention than text or still images, so it should play a big role in your district’s marketing efforts. Next time you plan to post photos or written copy, ask yourself whether you can convey the same message just as effectively through video.

There are a multitude of ways you can leverage the power of video to benefit your district. Video has proven to be a useful tool for many purposes, whether you’re promoting an event or communicating after a crisis. Video’s prominence continues to grow, so it deserves to be one of your district’s primary means of communication.

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