How to use video content and film to shape your school, trust or university's communications

Sparrowhawk Communications works with Holm Films, who create engaging and accessible video content for schools and universities. Miles Umney, Holm Films’ founder, explains how to use video content and film to shape your school, trust or university’s communications.

Miles Umney, Holm Films

Should film be part of a wider communications strategy or does it work as a one-off?

Sometimes a stand-alone film is the most practical choice, but ideally, the film-making process should be part of a broader communications strategy. That way the direction is clear, the decisions are easier and the end result is more consistent with the rest of the institution’s messaging. Often the process of making a film helps schools, universities and trusts to clarify their wider communications’ priorities.

What should education organisations keep in mind before commissioning a film?

The process of making a film or video content can be as straightforward or as collaborative as a client would like. Some prefer to have a more authorial role, shaping the approach, sharing examples of films they like and writing the script in advance. Others prefer a lighter touch. Either way, it’s crucial to identify the film’s purpose and audience.

How do you keep film and video content authentic, especially when those being filmed aren’t used to being on camera?

Films are most powerful when they capture moments of genuine excitement, curiosity and connection. Rather than staging these, I create space for these moments to happen naturally and that means filming at a respectful distance with long lenses and conducting interviews as natural conversations so that genuine reflection can come through. After the shoot, everything is carefully edited to give these unstructured moments a professional pacing and polish.

What difference does a film make for an open day or INSET day?

A film is a powerful addition to an open day or an INSET day. In a few minutes, it conveys what your institution stands for and the wide range of activities going on, as well as the joy and excitement of your colleagues and students. Afterwards, it can be used as a valuable asset on your website and social channels.

How much do promotional films tend to cost?

Costs vary with scope, but most projects fall between £1,500 and £5,000. The main factors influencing the cost are the number of days of filming and the amount of edits required. To make the most of a shoot, several pieces of content can be created from the same material. For example, this might mean by the end you have a three-minute film for an open day, a shorter edit for the website, a few clips for social media and a set of stills drawn from the footage.

Holm Films has worked with UCL, The Royal College of Art, The University of Sheffield, The Open University, Leathersellers’ Federation of Schools and Milton Keynes Fostering Services, among others.

To talk to us about your website or any of your video, PR, communications or marketing needs, contact: jessica@sparrowhawkcommunications.com