In an era where parents, students, and educators rely heavily on digital media to make informed decisions, a school’s brand story is more important than ever. Schools are no longer just educational institutions; they are communities, cultures, and lifelong experiences that shape young minds. And what’s the best way to capture and convey that? Brand films.
Brand films are emotionally compelling, visually engaging videos that showcase a school’s values, culture, and mission in a way that resonates deeply with its audience.
Gone are the days of stiff, corporate-style school promo videos. Today’s parents want to feel something—they want to see the heart of your school through powerful, authentic storytelling.
What is a Brand Film?
A brand film is not just a video about your school. It’s the story behind your school—why it exists, what it stands for, and how it impacts students and the community.
Think of it as your school’s soul on screen.
A great school brand film:
Connects emotionally with viewers
Highlights unique school values and culture
Tells a story, not just lists facts
Is visually cinematic and memorable
Encourages parents and students to take action
Why Every School Needs a Brand Film
First Impressions Matter – And Video Makes Them Last
A school’s website and social media pages are often the first touchpoints for prospective parents and students. Would you rather read a long block of text about a school’s philosophy, or, watch a beautifully shot 2-minute film that makes you feel something?
A brand film captures the essence of a school in a way text and images simply cannot. It brings to life the energy of the classrooms, the warmth of the teachers, the joy of the students, and the impact of the school’s values.
Idea: Produce a cinematic brand film showcasing your school’s strong academic reputation and nurturing environment through real student experiences, making it an effective recruitment tool for parents.
Key Takeaway: A well-crafted brand film creates an instant emotional connection—which is crucial in the school decision-making process.
A Powerful Recruitment & Marketing Tool
Schools compete for students just like businesses compete for customers. And just like businesses, they need a strong brand identity to stand out.
A brand film is a versatile marketing tool that can be used across:
Wesley College (VIC) consistently creates cinematic films highlighting their holistic education approach, blending academic success with personal development. The film is used across digital and physical marketing efforts, providing great insight into the school and making a lasting impression.
Key takeaway: A brand film increases visibility, attracts prospective families, and enhances school reputation.
Telling a Story That Sticks
People don’t remember facts—they remember stories.
The most effective school brand films focus on narratives, not just information. They highlight:
A student’s journey from struggling to succeeding
A teacher’s passion for inspiring young minds
Alumni success stories and where they are now
The school’s history and unique traditions
A good example is Geelong Grammar School (VIC)'s cinematic storytelling to celebrate "100 years at Corio". It is a series of brand films doesn’t just talk about academic excellence—it shares history, alumni stories and follows a student’s personal journey through their learning experiences, making it deeply relatable and inspiring.
Key Takeaway: A great story will stay with people long after they’ve watched the film.
Emotional Connection Drives Enrolments & Engagement
Parents make schooling decisions based on both logic and emotion. They want the best education for their child—but they also want to feel confident that the school will nurture, inspire, and support them.
A brand film allows schools to showcase their culture, values, and heart in a way that resonates emotionally with families.
Haileybury (VIC)'s brand film beautifully highlights the diverse opportunities available to students, emphasising belonging, achievement, and future success—all key emotional drivers for parents.
Key Takeaway: Emotionally driven content converts better than factual content alone.
How Schools Can Create a Compelling Brand Film
Now that we’ve established why every school needs a brand film, how do you actually create one that stands out?
Step 1: Define Your Core Message
Before picking up a camera, schools must identify what makes them unique. Ask:
What are the school’s core values?
What do we want prospective parents to feel?
What stories showcase our school at its best?
If your school values innovation in education, your film might feature cutting-edge learning spaces, student projects, and tech-driven teaching methods.
Key Takeaway: A clear, defined message ensures your film resonates with the right audience.
Step 2: Choose the Right Storytelling Approach
Not all brand films need to be the same. Consider different formats:
Documentary-style – Interviews with students, parents, and teachers.
Cinematic storytelling – A day-in-the-life of a student.
Alumni success story – Following a past student’s journey.
Start documenting a student’s progression from their first day to graduation. Utilise this story as part of a bigger brand film that has a compelling, authentic and aspirational narrative.
Don't forget that the format should align with your school’s personality and values.
Step 3: Invest in Professional Production
While schools may be tempted to DIY their brand film, high-quality storytelling requires expert production.
A professional video production team, like ONIX will:
Craft a compelling script tailored to your brand
Use high-quality cameras & drones for cinematic visuals
Capture genuine emotion & engagement
Edit the footage into a polished, powerful film
Monash University's Faculty of IT and Park Orchards Kindergarten work with a ONIX to help them create their brand stories that stand out with stunning visuals, emotional storytelling, and a clear narrative.
Key Takeaway: A high-quality film makes a lasting impression—so invest wisely.
Your School Needs a Brand Film – Now More Than Ever
A school’s brand film is more than just a marketing tool—it’s a powerful story that defines its identity, inspires trust, and attracts the right students.
With the right strategy and professional production, a brand film will:
Strengthen your school’s reputation
Build emotional connections with families
Drive enrolments and community engagement
Ready to create an unforgettable brand film? ONIX is here to help! Let’s tell your story.
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