As ISZL launches its new school video, our Marketing Manager Fiona Flintham reflects on the collaborative effort involved.
ISZL has always been committed to providing an exceptional educational experience. However, as times change and our community grows, it becomes increasingly important to reflect our core values, mission, and vision in a way that resonates with our audience. That's why we embarked on the journey of creating our new school video—a project that allowed us to showcase our unique identity and capture the essence of ISZL overall.
Understanding Our Audience:
The first step in this process was to define our primary audience. These are prospective parents - made up of individuals in their late 20s to late 40s who are open-minded, diverse, and international, and see themselves as active partners in their child's education. They seek a holistic educational approach, nurturing the 'whole child' and developing them into global citizens and young leaders.
Our secondary audience includes ISZL community members and local citizens with a strong connection to the school.
Defining Our Goals:
Our main aim was to appeal to families considering ISZL and to help encourage them to consider our school and book a visit with our admissions team. We wanted our brand video to convey not just what we do but who we are—a vibrant, connected community that values kindness, leadership, and achievement.
Key Messages and Brand Essence:
To achieve these goals, we needed to communicate our brand essence effectively. We identified several key messages:
- Personal Learning Experience: ISZL offers a personalized approach to learning, recognizing the uniqueness of each child.
- Learning In Action: We believe in active, hands-on learning that inspires our students to make a positive impact.
- Global Citizenship with Strong Local Connections: Our students are global citizens who actively contribute to their local communities.
- A Unique Place to Learn in the Heart of Switzerland: Nestled in the stunning Swiss landscape, our campus is an inspiring environment for personal and academic growth.
- Vibrant Connected Community: Our community values kindness, leadership, courage, curiosity, and innovation.
Here’s a sneak peek behind the scenes during filming day:
The Creative Process:
With our goals and key messages in mind, we began creating our brand video. The process involved several steps:
- Concept Development: We brainstormed ideas to bring our brand essence to life. This included scriptwriting and storyboarding.
- Casting and Filming: We enlisted the help of ISZL students, staff, and parents to participate in the video. Filming took place on both our campuses, capturing the diverse experiences and activities that make our school unique.
- Editing and Post-Production: Our production agency pieced together the footage, ensuring the video flowed seamlessly and effectively communicated our messages.
- Voiceover and Music Selection: We featured our School Director Barry Dequanne as the voiceover and selected music that complemented the video's mood.
- Feedback and Revisions: We sought input from various stakeholders, making revisions based on their feedback to ensure the final product met our goals.
The final video:
We hope you agree that our new school video, is a testament to what makes ISZL special. It reflects our mission, vision, and values in action, showcasing our commitment to turning learning into positive action. It portrays a place where academic excellence meets personal growth and where global citizenship is fostered with strong local connections.