Crane: Unfold Your Story

Doing Video Right: Or, How to Show Your School in the Best Possible Light

Association of Independent School Admission Professionals
Annual Institute

July 15-18, 2018

Learn how to create and deploy professional videos that attract best-fit prospects, with CRANE positioning strategist Christina Albetta and filmmaker and photographer Michael Branscom.

Part One: Telling Your Story 

In this session, we’ll discuss when, how, and why to use professional video in your school’s marketing program. By analyzing authentic clips, we will discover what works—and what doesn’t—in school videos. We will also discuss the many different phases of video production, including budgeting, preparation, scheduling, scripting, shooting, and editing.

Part Two: Sharing Your Story 

So you’ve spent the time and effort to create a brilliant video. Now, how do you make sure the right audiences see and respond to it? In Part Two, we’ll discuss specific strategies for displaying and promoting your video—including where and how to place it on your website and social media, and using captions and still images to attract those elusive clicks.

Presenter from CRANE

Christina Albetta
Positioning Strategist

Christina carefully examines the unique landscape of every situation, discerning opportunities and possibilities that others may overlook. Her exceptional combination of experience and intuition enables her to give clients the precise tools to tell every institution’s genuine story. Christina holds a BA in journalism and mass communications from the University of New Mexico and draws on nearly 15 years in independent school marketing and communication—including a long tenure as Director of Communications and Strategic Marketing at The Archer School for Girls in Los Angeles.