School Prospectus Photography – An Essential Ingredient

First impressions matter

With research suggesting people make their first impressions of a person or an organisation within 7 seconds, it is important to put your best foot forward right from the start. Within the education sector this is something that schools and multi academy trusts are well aware of. Competition both in terms of securing students and marketing the brand has never been more fierce.

One particular area of school marketing we are going to focus on in this piece is school prospectus photography and the hugely impactful first impression that it can provide. 

Why is School Prospectus Photography More Relevant Than Ever?

A stylishly designed, well-written and distinctive prospectus remains one of the most effective means of showcasing your school to potential parents and students. It should portray your individual ethos and communicate key messaging, as well as cover ‘The Four Is’ that we have created below.

• Inspire – Make those reading it feel uplifted and want to become part of the school
• Impress – Cover all bases, exceed expectations, execute immaculate attention to detail
• Inform – Provide all relevant information while maintaining engagement
• Initiate – Encourage further action to be taken from the reader

There are a number of key elements to be considered during the creation of a prospectus, including branding, logos, content and photography. The fact that the human brain processes images 60,000 times faster than text underpins the importance of your school’s prospectus being a highly-visual document.

Achieving this starts with your school prospectus photography. And not all school prospectus photography is the same. Having worked in the education sector for over 25 years, we crucially understand just how valuable this resource is to your school prospectus. Get it right and it can be a cornerstone of your school’s marketing efforts for years to come. Get it wrong and it can potentially misrepresent your brand and dilute key messaging.

Compelling imagery helps convey a rich learning environment. It showcases your competency, aspiration and values as a school and will almost certainly play a vital role for parents when they are choosing if your school might be the right fit for their family. 

Knowing what best to highlight in your school prospectus photography can be difficult, and if you are seeking the help of a photographer to capture updated imagery of your school it is important to know how to help direct them.

Below are our top tips when considering how to get the most out of your school prospectus photography session:

• Make sure your photographer and school prospectus designer can communicate effectively. Your prospectus designer will have suggestions and requirements for sizes/dimensions that they need and it’s imperative the two are on the same page to ensure that the end result is effective. At Cleverbox we are a full service provider and can offer both a premium photography service and school prospectus design service to manage both services collaboratively and efficiently.
• A school photography session is often hectic and fast-paced, having to fit around lessons while trying not to cause too much disruption. It is therefore essential to have a photographer that is experienced in this environment and can get the best out of both the pupils and the faculty. An established photographer will also know what makes the most impactful shots, making the day run a lot more smoothly for you, the organiser.
• Provide your photographer with a detailed brief. This can include your school’s ethos and values so they can aim to depict these throughout the shoot. Also make sure to outline key areas/people that you would like to highlight throughout the session.
• Consider what/where you want to be photographed. Of course your school prospectus photography should include images of lessons, but remember subjects such as English, Maths and History may appear similar in images. Be versatile with subject choices and opt for areas that lend themselves to the camera and are more visually appealing. These can include subjects such as Art, Music, Science and Sport. Read more about the best subjects to showcase.
• Inform members of the faculty of the plans for the photography session with the aim of involving them as much as possible. Showcasing an engaged and united front across staff and pupils resonates with potential parents and can help show a nurturing and welcoming environment.
• Engage with pupils to get quality imagery of students interacting with one another. Also be sure to inform parents and students of the photography sessions so that they can prepare and ensure their uniform on that day is smart and correct. 

Interactive School Prospectus Photography:

Another way in which you can use school prospectus photography is through the use of a ‘virtual prospectus’. This serves a similar purpose to the traditional prospectus design, but allows for a more flexible and easier-to-access document.

Typically available to be downloaded or shared online, it enables students and parents to browse through key elements of the prospectus without the need for a physical document. In recent times we have seen more and more schools transition to using both a physical and virtual prospectus as part of their marketing efforts. And in today’s world this is imperative!

The value of an easy to download (and share) document that can be accessed by key stakeholders online and for those further afield, or potentially abroad, is vital for engaging a far reaching audience. With the virtual prospectus often most relevant for those unable to visit the school’s premises, the value of premium photography becomes even more important for establishing an excellent first impression and really conveying the nurturing and positive atmosphere your school is known for.

In the example below, we recently curated a virtual prospectus design for Maidstone Grammar School. The prospectus makes excellent use of the school prospectus photography, with the below image forming part of the cover and being immediately visible as soon as a user clicks on the prospectus link.

You can access the virtual prospectus using this link.

So there you have it, all of the reasons school prospectus photography should be a key ingredient when refreshing your prospectus design.

As the UK leader in school prospectus design, our team at Cleverbox are always ready to assist you with your next project. For more information, a quote or simply a friendly chat you can contact us by calling 0208 466 7222 or emailing our team at team@cleverbox.co.uk