In episode two of Blackbaud K-12’s Get Connected Podcast, Moses Brown School’s Producer for Digital Media, Ryan Vemmer, shares how the school planned, produced, and marketed a Disney inspired “School is Closed” video that rocketed to over 3.6 million views on Youtube.
I know when I first saw the video, I was blown away not only by the production quality (the lyrics and voice quality were amazing), but the pure reach of their work really grabbed hold of me. How did they generate all of the Youtube views? What was the press plan behind it? Make sure to listen to hear Ryan’s take on both.
But before you click play, let’s focus on the press angle for a second.
The school earned coverage from some of the world’s largest media outlets. The Today Show, Good Morning America, NRP, Access Hollywood, BBC, TIME magazine’s website, and many more showcased this incredibly fun take on canceling school (in the midst of what was a historic winter in New England). What school wouldn’t want to replicate this success?
Check out the episode notes for a quick overview of what we covered in our chat, but I hope you’ll spend the 29+ minutes listening to what made this video project such a huge hit for Moses Brown. The lessons shared by Ryan offer hope for every private school aspiring to viral video greatness.
Oh, and don’t forget to watch the video!
Ryan dove into the details of Moses Brown’s viral video success. Listen to learn:
- the backstory for the video.
- the planning that went into scripting and producing their “School is Closed” video.
- how they approached the music rights to Disney’s “Let it Go.”
- the special ingredients that made this video a success.
- how the video positively impacted the entire Moses Brown Youtube channel.
- the potential impact on the school’s admission and development work.
About the Author
Peter Baron is the Chief Member Relations Officer at the Enrollment Management Association. Prior to joining EMA, Peter served as a senior product marketing manager, for Blackbaud K-12. Peter is the founder of edSocialMedia, a community-driven site dedicated to exploring the role of social media in education. He regularly contributes to various online communities and education conferences like NAIS, CASE/NAIS & SSATB to explain the importance of providing modern, user-friendly experiences for school constituents. Peter also serves as a trustee for Wolfeboro, The Summer Boarding School and is an Executive Committee member of TABS’ North American Boarding School Initiative.Follow on Twitter More Content by Peter Baron