Posted on May 21, 2018
Affixxius Academic has gone international! Whilst it isn’t exactly the first time we’ve gone overseas, we had been branching out in all sorts of locations, but now we're going even farther! In the past we’ve created videos for schools such as Aiglon College, Switzerland and ICS, Madrid. However, things have just got all the more exciting, as we have started to expand much further afield, over in the USA. We’ve got current projects with a number of American private schools, some of which include Christ's School and Eagle Hill. Both of these particular projects give the Affixxius production team something new and exciting to sink their teeth into - and we're incredibly excited by it all!
What we know
As a British company based both in Loughborough and London, we have a thorough understanding of the education system nationally, but also internationally. Managing Partner Miles Latham, has personal experience with over 400 schools worldwide whilst his colleague, our resident "American" and Brand Consultant, Taralyn brings a knowledge of the US education system to complement her 10 years in UK education roles. Their combined knowledge, without a doubt, goes into the process of understanding each new client we engage with. Aside from Miles' and Taralyn's expertise, obviously the entire team have been through a diverse mixture of schooling, from primary school through to university and masters' degrees, an exceptionally broad range of education in the UK - so we can confidently say we know our stuff!
What we think
Miles Latham is a founding member of Affixxius Films and their specialist academic section. Miles works through the sheer passion of creating video content that tells a story. Miles is both creative and strategic, meaning all videos will primarily be a marketing video, but one with the award-winning Affixxius Academic stamp.
Miles Latham, said the following about the Affixxius Academic news;
“Although languages, cultures and styles vary enormously across the world, the idea of ‘telling a good story’ is a beautifully universal part of human communication. It is with that in mind that Affixxius Films undertakes work with schools, colleges and universities outside of the UK. Our work has taken us to North and South America and throughout mainland Europe, but in all instances our goal is the same - to tell a story. Significant effort much, of course, go into understanding the context and local nuances of any given establishment, but our task remains to create connections between people. We are hugely excited to bring our production standards, creative storytelling in and in-depth understanding to school across the world.”
Taralyn, Affixxius' Brand Consultant. She is our American-born and bred, Affixxius Academic marketing guru. Whilst it is quite obvious that Taralyn brings the knowledge of the American schooling system, from both an internal and external perspective, Taralyn has a keen eye for getting the marketing message across in any school video, and of course, making sure that it's executed across each creative stage appropriately.
Taralyn is obviously very excited about working across the globe and has said the following about this expansion;
“At Affixxius we have a viewpoint that, globally, what passed as good video content years ago, is no longer captivating to a discerning and fickle audience. As buying drivers change in private education and video content becomes a crucial ‘must-have’ instead of a nicety, fee-paying schools need to up their game and keep in line with the advertising standards of luxury brands like Apple and Audi. We’re finding the international schools’ community and the private schools abroad, be it in Europe, Asia or the USA, are increasingly aware that they need a fresh outlook on film and a healthy mix of different film types for different stages of a customer's journey. What we are able to offer is a strategic commercial approach to storytelling and brand voice, the ability to trigger emotional responses through film and advice on unique distribution channels. The schools we’re starting to work with abroad consider themselves as trailblazers, rightfully so, as they are bringing a new and engaging approach into their marketing strategies….it’s good to be first! And, others will follow…”
Whenever we work in a different country, we know there will always be cultural differences and systems in academia that alter buying drivers of their relative audience -it's all about local context. These are the core reasons why we spend an extensive amount of time on research days at schools. This is an imperative part of the Affixxius process in order for us to understand a school properly. Ultimately we want to create a video that truly grasps the ethos of the school, their overall message and key values behind what makes it 'a special place'. Creating any school video, regardless of location, always needs to showcase a schools' attitude, it’s quirks and what sets it apart from any other. This could be anything from the types of classes they offer, the location, the facilities or even the local community and staff, but most importantly it's the 'intangibles', the 'soul' or 'feel' of school that must be discovered and that can only be done by experiencing 'it'.
What we’re loving
Affixxius Academic is a sub section of Affixxius Films, we primarily look after academic clients, such as schools, colleges, universities and other various learning-based platforms. We have over 13 years of experience in this sector and won a selection of awards for our work over the years. We cannot wait to keep expanding across the globe helping academic clients get the most out of their video marketing - after all we are the hottest marketing trend right now, so it is a case of striking whilst the iron is hot.
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