Howard County Public Schools: Career Academies
Inspiring Futures Through Career-Ready Education
Govnerment | Video Production | Marketing Strategy
Howard County Public Schools wanted to raise awareness about their Career Academies program; a dynamic initiative designed to equip students with real-world skills and prepare them for diverse professional paths. However, they faced significant challenges: their existing video materials were outdated and the deadline for prospective students to sign up was fast approaching. They needed new compelling videos that would inspire middle schoolers and their parents to explore the many offerings Howard County has to offer while effectively communicating the academies’ wide-ranging benefits and requirements.
To meet these goals, we developed a production plan focused on efficiency without compromising quality. We proposed a targeted series that featured concise videos focusing on a range of academies and programs with an energetic voiceover and new visuals. Our team scheduled several shoots to capture fresh footage, strategically prioritizing underrepresented academies that never had representation previously. To increase our speed, we also incorporated archival footage to fill in the gaps, ensuring timely delivery without exceeding the project’s scope.
The production process was a collaborative effort. We worked closely with HCPSS to craft voiceover scripts that not only highlighted each program’s key benefits but also spoke directly to students and their parents. Our goal was to convey the Career Academies’ core message: real-world skills for real-world success. By blending our newly captured vibrant footage of hands-on learning with dynamic pacing, we created a compelling narrative that resonated with the target audience and inspired them to take action.
Trades Specific Ad (60 Sec.)
Social Cutdown for IG Reels
The Career Academies videos have been leveraged by the Howard County Public Schools community to drive more students into the program. Many of the videos are shown regularly at in-person informational events for prospective students and parents, as well as to potential community partners such as small businesses and trade associations to establish mentorship opportunities. This series of videos highlights the power of clear, concise, and engaging content in connecting educational programs with future-ready students.
