Step 1: Set a Goal

For Upland Country Day School, content creation plays a big role in their marketing strategy. “We aim to capture moments daily and ensure that what we share reflects the quality of education and life we offer,” says Evan Lober, UCDS Director of Marketing Communications. When capturing content, the school strives for a candid, often from-a-distance approach. At times, they do pose subjects, but 90% of their content is rooted in authentic moments—moments that parents and their community are eager to engage with and excited to share.

Step 2: Start Creating

While daily capture is the goal for UCDS, that isn’t always realistic. (Raise your hand if you’re a school marketer who can’t make this happen.) The majority of their content comes from a single source, which has pros and cons. The cons include a limited perspective and few personnel. The pros are consistent messaging, style, and storytelling.

”While we miss many moments,” says Evan, “we focus on capturing those that are meaningful and align with our brand and narrative.” Content capture and curation are daily and weekly tasks with a never-ending timeline, he notes, at least until AI continues to evolve.

Step 3: Make Changes

UCDS would love for content capture to become a dedicated role in the future. They have begun training students to assist with capture through activities like yearbook, and, while interest is growing, it takes time to build.

“In-house photography is becoming an increasingly necessary role for independent school marketers, and it’s important that this person is well-versed in the brand and story.”

— Evan Lober, Director of Marketing Communications

Step 4: Advice for Small Shops

UCDS’ advice for small shops is to get out there and capture as much as you can. They note, though, that 95% of what they capture never sees the light of day. Posing has its place, but it can take away from the moment.

”When capturing an image, Evan says, “it’s not always about what you see—it’s about what the subject sees and feels. For example, when capturing play, it’s not the action itself that matters, but the sense of wonder and the moment you’re trying to preserve and share.”

Step 5: Celebrate Your Win

Evan reports that his team was honored, and their community felt deeply connected to their win. They framed the award as validation of what they invest in and what they witness daily—a beautiful campus, a wonderful community, and meaningful beginnings that lead to inspiring outcomes. Evan says, “It was a win for the past, present, and future of our school. It’s all connected.'“

Congratulations, Upland Country Day School! You are brilliant!

TEAM
Evan Lober, Director of Marketing Communications

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