Photography is a powerful tool for colleges and universities. It’s used for print collateral, digital ads, websites, social media and more. You want images to convey a message – to attract, intrigue, comfort, inspire – and make the observer react to your school’s brand. While “brand” may differ from school to school, there’s a general structure for visually representing your brand that may be similar across higher education.
Here is a short list of must-have photos that will prove to be valuable and timeless for visually representing your brand.
Give your audience a sense of what it’s like to be on campus. Whether a prospective student is preparing for their first visit or an alum is planning to come back for a reunion, show them a range of campus shots that showcase the school landscape and allow the beauty to speak for itself.
While beautiful campus shots might attract the user to visit campus, photos of the surrounding town will encourage them to stay. These photos show that the school is one part of a larger experience and create a sense of community.
Every school needs photos of one of the most important and defining components of college: the classroom. Classroom shots with engaged students and passionate professors reveal a lot about academics and can set the tone for the students you attract. Do you have diverse classroom experiences? Labs, theater practice, art studios, outdoor classes… these shots differentiate your brand.
Student activities, both formal and non-formal, are great visual representations of campus culture. Show student diversity and how inclusive your campus feels. Sporting events, social activities in the campus quad, community service projects, Greek life and graduation are moments you should capture in your photo library.
Don’t forget about the group that inspires future students, gives generously to the school and carries the school name with pride years after graduation: your alumni. These individuals have helped shape your school brand over the years, so alumni photos are a must.
Get your daily dose of strategy, one post at a time. Join the Converge mailing list to stay up to date on what’s new and next in higher education marketing.