For many schools, photos gathered in the past few years depict the urgently erected plexiglass partitions and covered student faces.
While the challenges of the past few years may have left their mark, they have also sparked innovation and adaptation. Now, more than ever, it is essential for colleges to showcase the resilience and evolution of their spaces and culture through strategic photography. By capturing the vibrancy of campus life and the transformative changes that have taken place, colleges can inspire confidence, optimism, and a sense of excitement for the future.
You may not often stop to consider what an incredibly exciting time fall is. Nowhere is this more true than on college campuses, where the long-forgotten summer quiet has been replaced with the buzz of student life. It’s a time when the energy of first-year students settling in is balanced by the anticipation of seniors eager to secure a job offer and change the world. Classrooms and residence halls are freshened up for the new academic year, and in some areas of the country even nature puts on a colorful show.
The colorful display and flurry of activity make autumn a perfect time for a photo or video shoot to capture your school at its best.
No matter when you schedule your shoot, the most important thing to determine is what to capture. These visual narratives are what will sell the perfect college experience to your next incoming class — your future “successful alumni.” So how do you know exactly what prospective students (and their parents) want to see in addition to a list of majors and career opportunities? Luckily, Spark451 has conducted research to provide you with a little insight on subjects of particular interest to your target audiences.
1. School Spirit
We’ve gotten overwhelming responses from students about how much the strength of school pride and the student body’s enthusiasm factors into their perception of a school. Like coming to a great party, if others are thrilled to be there, the buzz will be contagious and you’re likely to enjoy it, too.
TIP: There’s nothing like cheering with the mascot for your home team, celebrating diversity at a cultural festival, or participating in campus traditions to capture the energy of student life. Consider what quirky, unusual traditions define your student body — the more unique, the more they will stick in the minds of prospective students.
2. Authentic Portrayal of Peers
This is a big one — and a tough one. With so much user-generated content in social media, students are too savvy to fall for any depiction of diversity that feels forced. Often, schools get so sensitive about representing every possible identity group, that they fall into the trap of trying to ensure every photo represents every possible demographic at their institution. Research suggests that 88% of consumers (various ages and industries) say that authenticity is important in deciding which brands to support. That is even more true for digital natives!
TIP: While it’s okay to tip the scales a little by showcasing more of the populations you hope to increase, aim for authenticity in the mix of genders, cultures, and ethnic backgrounds. Balance can be achieved through a variety of images (rather than in each orchestrated shot), to ensure that your communications, as a whole, honestly reflect the identities within your student body. Also make sure that the scene feels real. Would these kids really be lounging on a picnic blanket in front of the school sign while laughing wildly? Ask your student “models” to help choose the spots that feel natural to them. When the participants are at ease, the resulting photo will be more authentic.
3. The Setting Is as Much a Character as the Individuals
Like hunting through a real estate website, viewers want to get a sense of the property before investing additional time in person. Through your communications, students want to get an idea of the home they’ll be renting for the next few years. How current are the research labs? Do the residence halls look comfortable? Is the surrounding area safe, with enough to do when you just need to get off campus for a bit?
TIP: Tightly cropped, dramatic images of teacher-student interaction are great, but be sure to show off your facilities, amenities, and what’s in the area just as much. The environments and creature comforts add to the value of the experience (and help validate the price tag for parents, too). Don’t forget to “dress things up” with brightly colored props or tinted lights for a dramatic look.
4. Strong Values Tie Into Good Value
Many college-bound students believe their education is a means to making a difference in the world. They feel duty-bound to initiate positive change and are optimistic about their powers to do so. To that end, they seek an environment that aligns with their vision. Parents examine the values projected by an institution (whether faith-based or secular) and the community within it. Will my child be in good company and influenced by the right peers? Will my child have the necessary support to reach goals, be fulfilled, and make a living?
TIP: Showcase opportunities outside the classroom that foster personal — as well as professional — growth through community service. Service trips abroad, working for Habitat for Humanity, and helping local food pantries by partnering with a sustainable farm, are all great examples of social outreach that students seek. Highlight moments of caring and support not only from faculty and administrative staff (such as career services), but also from students helping others and one another, as well. The culture of your campus community goes a long way to building an emotional bond with your prospective student families.
5. Bring Scenes to Life
We all know that campus beauty is often the first impression audiences get, and this attraction, like in dating, plays a big emotional part in falling in love. The luxurious aerial certainly has its place, but gorgeous scenery and stately architecture alone aren’t enough. Don’t forget all the memorable spots on campus — a cozy dorm room, a recognizable gazebo in the quad, a famous rock embedded in student traditions, or a popular selfie spot favored on campus tours.
TIP: Make sure to infuse life into these scenes by including people. Keep things fresh with new ways of capturing these moments. Challenge your photographer to create dynamic effects, such as blurred motion, or to change the vantage point by shooting from an unusual angle, such as 20 feet in the air or from an adjoining building. This may require some additional equipment, but the results will be worth it.
There is so much more that goes into scheduling the right shot list and capturing everything you’ll need in your institutional communications and publications. (We haven’t even touched on incredible outcomes stories!) But even if you have only a single day to devote to your shoot, capturing the key features is not that hard when you know where to focus.
About the Author
Irene has led countless photoshoots with a critical eye and a keen understanding of what images will be most effective in a wide variety of marketing materials. She’s also been known to bring an entire bag of colorful scarves as props to brighten a scene. Irene is happy to share her insights to help you capture the spark that sets your school apart. Reach out for more pro tips or to discuss your specific creative needs.
