How many of you make videos now?
THE POWER OF VIDEO
THE 3 Ps | HOW WE DO IT
THE TOOLS
THE STORIES
KEY TAKEAWAYS
THE POWER OF VIDEO
THE 3 Ps | HOW WE DO IT
THE TOOLS
THE STORIES
KEY TAKEAWAYS
THE POWER OF VIDEO
IN A WORLD OF SHORT ATTENTION SPANS, VIDEO MAKES PEOPLE PAUSE.
The average viewer decides in 3 seconds whether to keep watching.
MAKE THOSE SECONDS COUNT.
BY THE
NUMBERS
91%
of users Prefer Video Content from Brands over Other Formats
1200%
More Social Media Shares Come from Video Content Than Text and Images Combined
93%
90%
of companies have acquired new customers through video marketing
of marketers say video has helped them generate leads
THE PROBLEM WE ALL FACE
TIME
STAFF
BUDGET
RESOURCES
WHERE TO START
VIDEO VIEWS INCREASE 775% IN SIX YEARS!
2 Hours of Production Yields 30-50 Hours of Video Views
1,046,558 SOCIAL MEDIA IMPRESSIONS IN 2024-25
100 VIDEOS PRODUCED
Top 3 Videos (Across all Platforms)
What’s one type of video that’s performed surprisingly well for your district or school?
THE POWER OF VIDEO
THE 3 Ps | HOW WE DO IT
THE TOOLS
THE STORIES
KEY TAKEAWAYS
DISCLAIMER
WE ARE NOT �EXPERT �VIDEOGRAPHERS
and you don’t have to be either
Please don’t ask me about aperture!
THE 3 P’s OF VIDEO PRODUCTION
PLANNING | Pre-Production
PRODUCTION | The Shoot
POST-PRODUCTION | Editing
PLANNING | Pre-Production
PURPOSE / GOAL
KEY MESSAGE
PLATFORM
AUDIENCE
PLANNING | Pre-Production
PLANNING CHECKLIST
✔ Gather Inspiration
✔ Choose Who’s On Camera
✔ Clarify the Message
✔ Plan Location & Visuals
✔ Storyboard and/or Shot List
✔ Capture A-Roll + B-Roll
PRODUCTION | The Shoot
DON'T BE THIS GUY, AVOID EDITING FRUSTRATION
STABILITY
LIGHTING
AUDIO
Use a tripod, wall, or steady hand.
Face your light source; avoid harsh backlight.
Record in a quiet space, use a mic if possible.
PRODUCTION | The Shoot
QUICK SHOOT CHECKLIST
✔ Clean your lens
✔ Check framing (headroom, background, horizon line)
✔ Test your mic (record a few seconds & listen)
✔ Capture more B-roll than you think you’ll need
✔ Record extra takes for safety
POST-PRODUCTION | Editing
This is where your story comes together…��Beginner | Perfect for quick social media videos.
CapCut
Mobile
iMovie
Apple
Clipchamp
Windows
WeVideo
Web
POST-PRODUCTION | Editing
This is where your story comes together…��More Advanced | Layered edits, interviews, and extended storytelling.
Premiere Pro
Adobe
Final Cut Pro
Apple
THE POWER OF VIDEO
THE 3 Ps | HOW WE DO IT
THE TOOLS
THE STORIES
KEY TAKEAWAYS
GEAR UP | EQUIPMENT FOR EVERY BUDGET
Sometimes we don’t have the fanciest setup… and that’s OK.
TIER 1:
THE POCKET STUDIO
Budget: $0 - $50
Camera: Your Smartphone. (It's more than good enough!)
Stabilizer: A steady hand or a stack of books.
Audio: The phone's built-in mic (in a quiet room) or an inexpensive lavalier mic
Specific type: Bluetooth Lavalier from Amazon
�Cons: Blown-out audio
TIER 2:
THE CONTENT
CREATOR
Budget: $50 - $300
Camera: Your Smartphone or an entry-level DSLR/Mirrorless.
Stabilizer: A simple tripod or a smartphone gimbal.
Lighting: Ring Light
Audio: An on-camera shotgun mic (like a RØDE VideoMicro) or a basic wireless mic system.
TIER 3:
THE IN-HOUSE
PRO
Budget: $300+
Camera: A quality DSLR or Mirrorless camera.
Stabilizer: A fluid-head video tripod and/or a motorized gimbal.
Audio: A professional wireless lavalier microphone system.
Lighting: A two or three-point lighting kit.
OUR SETUP�CAMERA
Focus made easy.
Camera: Canon EOS R6 Mark II Mirrorless ~$2,300
Lenses: The f/4L “Holy Trinity” (Canon)
RF15-35mm f/4L IS USM: ~$1,499�RF24-105mm f/4L IS USM: ~$1,399�RF70-200mm F2.8 L: ~$2,699
(Mirrorless listed, also available in DSLR)
OUR SETUP�MICS
Great audio, every time.
Mics: Dji Mic 2 (Bluetooth Lav Mics)
~$350 (but usually on sale for less)
Pros: Crisp/clear audio, even in loud environments
ACCESSORY: DJI Mic Adapter ~$30
OUR SETUP�LIGHTING
Light smarter, not harder.
Panel Lighting: Neewer 18" Led Video Light Panel Key Lighting Kit with Remote
Pros: Easy transportation, doesn’t get hot
Our Setup:�Accessories
OUR SETUP�ACCESSORIES
Build your capture library for all different scenarios
Be ready for anything.
TRIPOD� K&F CONCEPT 64 inch/163 cm Camera Tripod ~$45
Tripod: K&F CONCEPT 64 inch/163 cm Camera Tripod ~$45
DJI Pocket: ~$280 - $800 (depending on model)
DJI Mic Adapter: ~$30
DJI Mini 4 Pro (Drone): ~$1,500
Teleprompter: Neewer ~$140 (needs tablet)
TELEPROMPTER�Neewer ~$140 �(needs tablet)
DJI POCKET�~$280 - $800 (depending on model)
OUR SETUP�ACCESSORIES
Be ready for anything.
BACKDROP� 7.87ft x 13.12ft Portable Large Chromakey Green Screen Backdrop ~$160
PTZ CAMERAS�~$300+
DJI MINI 4 PRO DRONE ~$1,500
GoPro 11: ~$300+
Gimbal: Zhiyun Weebill S
OUR SETUP�TRAVEL
Ready to roll.
Hardshell Backpack: Protect Equipment and Organize Lenses. ~$50 - $100
EQUIPMENT ROLLER BAG: Neewer Photo Studio 40” Rolling Carrying Case for Lights, Tripods, etc. ~$200
OUR SETUP�STORAGE
Use your space wisely.
Shelving: ULINE shelving & Storage Cabinet
Things to Consider:
OUR SETUP�SOFTWARE
Where the story comes together.
Shelving: ULINE shelving & Storage Cabinet
Things to Consider:
PRO-TIP
PIT STOP
Partner with other departments to help them meet their needs through video & see what they’re able to purchase
Drone, GoPro, MotionArray
Video Editor
Premier Pro
Graphics, Stock Library, AI Voiceover
MotionArray
Is there any equipment you recommend?
THE POWER OF VIDEO
THE 3 Ps | HOW WE DO IT
THE TOOLS
THE STORIES
KEY TAKEAWAYS
TELLING THE STORIES�OUR 4 KEY VIDEO TYPES
HIGH-LEVEL UPDATES
CELEBRATION VIDEOS
STUDENT & STAFF VOICE
IN THE MOMENT VIDEOS
HIGH-LEVEL UPDATES
SUPERINTENDENT UPDATE
Scheduled, High-Level Communication
Purpose: To provide clear, consistent, and professional communication using intentional, focused messaging to keep all stakeholders aligned on district priorities, progress, and key initiatives.
Audience: Families, staff, students, stakeholders
Platform: YouTube, Email, Facebook, LinkedIn
CELEBRATION VIDEOS
Planned Recognition & Spotlight Moments
Purpose: To highlight accomplishments, milestones, and positive stories that reinforce district values and build community pride.
Audience: Families, staff, students, community members & beyond
Platform: Socials
STUDENT / STAFF VOICE
Human Stories & Authentic Perspectives
Platform
YouTube, Socials, Email
Instagram, YouTube, Facebook
“It gets the people going”
Purpose: To spotlight the voices, perspectives, and personalities of our students and staff. Capturing their experiences, ideas, and moments of fun to strengthen connection and celebrate who we are as a district.
Audience: Families, staff, students
Platform: Socials
When in doubt, just start recording
Crowdsource your footage
IN-THE-MOMENT VIDEOS
Real-Time, On-the-Ground Storytelling
Purpose: To capture authentic, timely moments that showcase real-time learning, energy, and events happening across the district.
Audience: Community & BEYOND
Platform: Socials
KEY
TAKEAWAYS
KEY
TAKEAWAYS
Budget: $50 - $300
PLAN
Think through your whole project before you ever hit record. Know your purpose, your audience, and the shots you need.
GOOD AUDIO
High-quality sound is non-negotiable. Clear audio instantly elevates your video’s professionalism.
B-ROLL
The secret sauce for polished, professional-looking video, helping create smooth transitions, visual interest, and seamless edits.
3 SECONDS
You have three seconds to grab someone’s attention. Start strong, visually and verbally.
LEVERAGE WHAT YOU HAVE
Use the tools already at your fingertips, your phone, your environment, and your students. Creativity beats expensive equipment every time.
THANK YOU
Erin Kokta
koktae@elmbrookschools.org
Eric Hagen
hagener@elmbrookschools.org
Follow us! @elmbrookschools
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