Engaging the community through video storytelling
Client
Rowan-Salisbury Schools
Services
Video strategy, video production, scriptwriting, storyboard development
“Oh wow guys! You guys hit the edits perfectly. The storyline for each student really flows well. Really impressive. I love the way it turned out.”
- Andrew Smith, Former Director of Innovation at Rowan-Salisbury Schools
The Brief
The Background
When Rowan-Salisbury Schools (RSS) leaders requested charter-like flexibility for their district, they became the first public school district in North Carolina to receive this flexibility.
They called RSS the “Renewal District”.
The Challenge
Community members didn’t know what becoming the Renewal District meant for their community and kids. RSS needed to communicate about the new opportunity to community members – such as prospective parents – in a way that was clear, engaging and built excitement.
Our Solution
We teamed up with Rowan Partners for Education – one of the school district’s funders – to develop a comprehensive marketing plan, which included a set of videos. We started with in-depth discussions to understand their goals and target audiences.
Here’s how we tackled it together.
Videographer selection. We chose the videography team whose style aligned with RSS’s desired tone and vision for the video. For example, we knew the team wanted drone footage, so we chose a videographer who is known for beautiful aerial shots that truly set the scene.
Writing the script. A video is only as strong as its storyline. We worked closely with the team to develop detailed storyboards and draft compelling scripts for two videos. This ensured the videos effectively communicated their key messages and resonated with the intended viewers.
Production management. We managed all aspects of the day-of video shooting, from preparing students, teachers and parents to shine during their interviews, to choosing the right locations to get that perfect shot – ensuring a smooth and efficient process.
Voice actor selection. Research suggests that how you say something can be more critical than what you say when establishing trust. We helped the team choose an actor whose voice and delivery enhanced the videos’ impact and credibility.
Video editing. Our team oversaw the post-production process, meticulously editing the footage, incorporating graphics and refining the audio to create polished and impactful final videos.
Watch the community video by clicking on the image here:
Our Results
The team loved the video and shared it widely with the community! The videos effectively communicate RSS’s mission, fostering deeper understanding, building awareness, pride and a sense of shared investment in the success of their local schools.