Do Schools Still Need a Prospectus? Why a Video Prospectus Works

A parent is sitting on the sofa at 9pm with three school websites open. They've read the headteacher's welcome. They've scrolled through the Ofsted report. They still can't picture their child walking through your doors.

Then they press play on a two-minute film. Children laughing in the playground. A teacher explaining why she loves her job. A parent describing the day their shy son finally put his hand up in class.

That's when they book a visit.

So do schools still need a prospectus? Yes, but it might not look like the one you're used to. This guide explains why a video prospectus works, what to include and how to film one safely.

Do schools still need a printed prospectus?

Most schools still benefit from a short printed or downloadable prospectus for practical information, such as admissions criteria, key dates and contact details. But it's no longer where most parents form their first impression. That now happens on your website and social media, and video does it better than print.

Many schools now keep a slim printed guide and let video do the heavy lifting.

What is a video prospectus?

A video prospectus is a short film, usually two to four minutes, that shows prospective parents what your school is really like. It replaces pages of description with real moments, real voices and a real sense of your culture.

It can live on your website, play at open events, be shared on social media and be cut into short clips throughout the year.

Why does a video prospectus work so well?

A video prospectus works because parents choose schools on feeling as much as facts. Video shows atmosphere, relationships and values in a way words struggle to.

It also:

• Reaches parents who can't visit during the working day.

• Works on every device, especially phones, where most parents browse.

• Lasts for years if you film it with evergreen moments.

• Supports open days by giving parents a reason to visit.

What should a school video prospectus include?

The best video prospectuses tell a story rather than list facts. Include:

• A warm welcome from the headteacher, short and genuine.

• Everyday learning, not just special events.

• Your values in action, such as kindness, curiosity or ambition.

• Pupil voice, where consent allows, or work and hands if not.

• Parent voice, the most trusted message of all.

• Your setting, from classrooms to outdoor spaces.

• A clear next step, such as booking a tour.

How long should a school video prospectus be?

Aim for two to three minutes for the main film. Then create short 30 to 60-second clips from it for social media, each focusing on one message, such as your early years provision, sport or pastoral care.

How do you film a video prospectus safely?

Safeguarding should shape the plan from day one. Check video consent for every child who might appear, brief staff on who can and can't be filmed, and plan shots so no child feels left out.

Anyone filming in school should be DBS-checked and understand your safeguarding procedures. My guide to filming pupils in school safely covers each step.

When is the best time to film a video prospectus?

Film in late spring or early summer if you can. Classrooms are full of work, the outdoor spaces look their best and pupils are settled. That gives you a finished film ready for the autumn open day season.

Ready to show parents what makes you special?

A video prospectus gives every parent a front-row seat, whenever and wherever they're looking. It's one of the most valuable investments a school can make in admissions and reputation.

I film video prospectuses for schools across Lancashire and the North West, with consent and safeguarding built in from the start. Take a look at my content creation for schools to see examples of my work.