One of the key challenges for school marketers is to stand out from the crowd, especially grabbing the attention of parents who are yet to visit your campus. For Knox Grammar School, one of the difficulties we face as a boarding school with students from rural NSW and overseas, is showcasing ‘life at Knox’ to prospective parents who live far away. Of course, the same challenges apply for time poor families who live just around the corner. The solution In 2016, we started looking at Virtual Reality and 360 degree videos as a new way to showcase our school to families at expos and online. By way of background, Virtual Reality (VR) is the term used to describe a three-dimensional, computer generated environment which can be explored and interacted with. VR video content can be accessed using a VR headset but also via a handheld phone through platforms such as Facebook. In short, this means that when you turn your head or move your phone, you can look around a video in every direction. One of the main reasons for choosing to make a VR video was to push the boundaries in terms of innovative video content and use it as a unique way to tell our story. The creative process and challenges Working with our long time video contractor, we developed a storyboard of shots to showcase and capture life at Knox. Traditions important to our school such as the Knox Pipes and Drums and the 1st XV Rugby Team were included, as well as examples of innovative teaching and learning. It was a learning process shooting in this medium. Because of the nature of 360 degree video, each shot has to be meticulously planned and set up to make sure it looks good in every direction and that everyone looked engaged (and not picking their nose – a problem with younger kids!). Initially we developed and recorded a voiceover script which was read by students. Authenticity is so important in school marketing, and when we saw the draft we all felt the script sounded exactly that – scripted. We changed tack and we interviewed about 20 Prep and Senior School students about why they loved being at Knox, their teachers, their plans for the future and favourite subjects. We are thrilled with result – the grabs are real testimonials by our students, speaking from the heart. We launched the video in mid-2017 at several school expos and also on Facebook. In the first 24 hours, the video organically reached more than 16,000 people via Facebook, with more than 4,600 views. To date, the video has received more than 45,000 views across Youtube, Vimeo and Facebook with countless positive comments, shares and feedback. Tips for others Professionally produced Virtual Reality content takes time and can be expensive. However, a good way to get started is to create your own 360 degree video content for social media. Basic 360 degree cameras are available for a few hundred dollars and the content can be edited yourself with software provided and posted straight to Facebook or Youtube. Watch the Knox video: www.knox.nsw.edu.au/virtual DAVID HAYES MEDIA COMMUNICATIONS MANAGER KNOX GRAMMAR SCHOOL Knox Grammar School 2018 Educate Plus Award Winner: Admissions Publication DECEMBER 2018 3 7