Project Description
How Woodlands School used parent testimonial videos to show their transformational impact
For me, parent testimonial videos are the most under-utilised piece of video content in education marketing.
When you’re sharing messaging for prospective parents, it’s so impactful for them to hear it from their own point of view – other parents.
It’s relatable, and it gets them on side straight away.
So that was the approach that the headteacher of Woodlands School, based just outside Shrewsbury in Shropshire, wanted to take.
They’re a school for children with Social Emotional and Mental Health (SEMH) needs, and they know the importance of the school and the parents collaborating together to provide a stable environment.
The aim of the parent testimonial videos was to help prospective parents understand what life at Woodlands is really like, and give them the confidence to take that next step.
What was the pre-production process for parent testimonial videos?
We chose three families whose stories reflected different experiences, backgrounds and journeys into the school. That way, prospective parents are more likely to recognise parts of their own situation in at least one of the stories.
Ahead of the filming, I had a pre-production meeting with headteacher Jules Taylor about their key messaging that they wanted to get across in the videos, things like:
- The worries families had before leaving mainstream education.
- How the reality compared with those initial fears.
- The close relationships between staff and parents.
- The positive changes they’d seen in their children since joining Woodlands.
Having those themes agreed beforehand meant I could guide each conversation naturally while making sure every interview covered the school’s key messages.
I spent more than five years working as a BBC journalist, so interviewing people in a relaxed, conversational way is something I bring into every project.
The parents needed to feel really comfortable during the interviewees, so they’d feel confident sharing such personal stories.
To do that, you need to have a strong understanding of the key messaging, so that you can naturally guide the conversation where it needs to go without it feeling forced and formal – and without looking down at a list of questions!
Knowing I need to get these points out of the interview means that I can ask tailored questions – it’s never just a case of ‘oh I’ll just see what they say.’
How did we film the parent testimonial videos?
We filmed the interviews in quiet classrooms around the school to create a calm environment where parents could speak openly.
I always describe these interviews as “having a natter”, rather than conducting an interview.
My job is simply to guide the conversation and help parents tell their story in their own words.
While I was interviewing the families, my brilliant camera operator Amy was filming life around the school.
She captured lessons, science experiments, Forest School sessions, sport and interactions between staff and pupils.
This footage brought the stories of the parents to life.
What was the editing process?
I capture all of the interviews on two cameras – a close up and a wide shot – which gives you way more flexibility when editing.
The strongest narrative isn’t always the order in which someone answered the questions. Being able to switch between camera angles means I can create a video which really tells a story. They’re punchy yet detailed, and at times really emotional.
The footage of the students is used to emphasise the words of the parents. So where they’re talking about supportive teachers, you see a shot of a student being helped in a lesson.
It gives their testimonials extra credibility.
Once the videos were signed off, I subtitled them, created branded video thumbnails, and uploaded them all to the Marches Academy Trust YouTube channel. I’m all about making it as quick and easy as possible for busy marketing directors to get the content shared.
Why should I consider parent testimonial videos for my school?
Schools are often looking for ways they can stand out against the competition – and like I said at the start, parent testimonial videos are underutilised. Not many schools are doing them, so that’s an instant win.
Parent testimonial videos also help answer the questions that brochures and websites often can’t. And they’re coming from the perspective of another parent, which is really relatable and trustworthy for them.
And unlike many marketing assets, parent testimonial videos also have a long lifespan. Families’ stories stay relevant for years, giving schools content that continues to build trust long after filming has finished.
If you’re considering creating parent testimonial videos for your school, I’d be happy to chat through what would work best for your admissions and marketing goals.
Whether you’re looking for a single promotional film featuring parent and student voices, or a series of family stories to use throughout your admissions cycle, I’d love to help you create content that builds trust and helps prospective parents choose your school.
