When people think about university video marketing, content geared towards admissions is often the first thing that comes to mind. Think student testimonials, program overviews, campus tours, etc. However, much of the work we do at Main Paige Media is with departments of Admissions or Alumni Relations. Video storytelling doesn’t stop once a student enrolls.

Why Advancement Video Matters in Higher Education

We recently had the opportunity to work with the Rhode Island School of Design (RISD) office of Institutional Advancement for their second annual Giving Day campaign. The function of giving day is to get new donors, big or small. The RISD team wanted a compelling story that would highlight all corners of the RISD community and inspire viewers to give.

The theme of the team’s campaign was “Frame What Matters.” At RISD, everyone is an artist. You ideate, iterate, and ultimately complete a work that you deem “frameworthy.” But what the RISD experience really emphasizes is not just what ends up inside the frame; it is everything outside of the frame that makes the work possible.

To translate this theme to video, the RISD team painted physical frames in their signature orange, and we spent one focused day on campus capturing three interviews: a student, a faculty member, and a staff member. Each interviewee shared what exists “outside the frame” in their experience. We then traveled around campus, inviting students, faculty, and staff to hold those frames in different creative spaces, reinforcing the idea that every contribution shapes what ultimately gets framed.

Maximizing Impact with a One-Day Campus Shoot

With only one day to film, efficiency was key. We conducted all interviews in a single location to maximize time and consistency. We also asked more questions than we planned to use in the final Giving Day video so that RISD had the opportunity for future storytelling (without needing another shoot).

How Video Strengthens University Advancement Efforts

In higher education, video is not just an admissions tool. It reinforces identity, strengthens community, and supports advancement efforts in a meaningful way. When storytelling is intentional, it does more than promote a campaign. It reminds people why they are part of something that matters.

If you’re part of an advancement team thinking about your next campaign, let’s chat about exploring video storytelling can help you frame what matters most.