How To Create Compelling Marketing Content
The First Step Is Creating Engaging Content
I’d like to discuss How To Create Compelling Marking Content. Over the past six years, I’ve had the honor of working with Tarbut V’Torah. An Irvine based community day school. One of the things I like best about working with TVT is creating compelling marketing content for them. I’ve produced photographic content for them that is used on their website, on banners across their campus, imagery for the annual report and strategic plan and for printed marketing and communication materials. The images below are screen grabs from their website and from marketing materials used to promote the school.
“It’s hard to fake authenticity and real emotion …. Having the ability to capture spontaneity is key.”
How to Create Engaging Content: All of the images above are photographed in real-time. Nothing is set up. It’s hard to fake authenticity and real emotion. This is one of the keys for How To Create Compelling Marking Content. My client gives me the freedom to photograph in classrooms and around campus to create a large portfolio of images for them to draw from. We always discuss what feel they are going for and what areas they want me to focus on. TVT has a lower campus (grades TK-5) and a middle school r campus (grades 6-8) and an upper school (grades 9-12), so there is a lot of ground to cover. It takes several visits to campus to create a substantial portfolio. What makes TVT’s marketing message stand out is the image’s obvious authenticity. Authenticity is part of the core of TVT’s educational philosophy. It is the feeling I get every time I visit the campus. In short, the imagery is over planned, over retouched or even lit.
All the images are photographed with either a Sony a9 or and Sony a7iii. I photograph everything in RAW mode and do post-production in Adobe LR. I typically shoot on silent mode / electronic shutter so that I don’t draw more attention to the fact that I am photographing. Images are then either hosted from them on my Shoot Proof account or shared through my DropBox account. My style is to catch real-time interaction and authentic emotion. My clients love my ability to capture natural moments as they unfold. Having the ability to capture spontaneity is key.
“It’s common for the teacher to be brought to tears and get choked up when reading their well-wishes and parting advice to their students.”
A Friendly Vibe: TVT is a really unique learning environment. I’ve been in the classrooms photographing for a number of years now and their staff is hands-down superb. The instructors 100% committed to their student’s learning. I’ve photographed the senior graduation commencement for years now. Before each senior receives a diploma, one of their instructors introduces them to the audience. It’s very common for the teacher to be brought to tears and get choked up when reading their well-wishes and parting advice to their students. Most teachers have watched their students grow up at TVT from K-12. I’ve witnessed student-teacher interactions outside of the classroom and teacher-student interactions inside the classrooms. There is always a friendly vibe. Being on point with the visual message, I produced the executive portraits and campus coverage in an environmental style. I wanted to get across the “friendly vibe” and natural vibe I feel each time I visit the campus.