The Strategic Frame

Actionable insights and emerging trends from the front lines of school storytelling

We have conducted over a thousand video interviews over the years with independent school students, faculty and leadership. The one question that consistently leads to the most meaningful answers? “How does that make you feel?”

When you walk across the Berkshire campus in the fall and the leaves are turning, how does that make you feel?

When your science teacher is also your advisor and your soccer coach, how does that make you feel?

When you’ve been at Brimmer and May for 11 years, and you’re about to graduate and leave this community for the first time since kindergarten, how does that make you feel?

We lead with emotion, that’s our core principle when interviewing, filming, photographing and editing. So often we hear from our clients, “when we can get prospective students onto campus and they can feel what it’s like here, that’s when we are successful.”

We lead with emotion, that’s our core principle

Our goal is to provide that first step onto campus virtually through video.

We have felt this approach in our hearts, but it turns out its backed up by research. According to a new report by Ipsos,

“Across 1,700+ ads, ideas grounded in empathy – ads reflecting audience identity, emotions, or values – are 79% more likely to drive brand choice.”

In a world full of AI hype, isn’t that a lovely thought? We are being told predictive text and large language models are the future, but maybe the future wants to understand how it will feel to go to your school.

We film real classes, real interactions in the dining hall, real moments on the sidelines of sports games. We work in real student musical performances when possible. Our interviews are conversations.

When you watch our videos, the question we want you to answer above any other is, “How did that make you feel?”

To view our Education work, please visit: https://www.copperhound.com/edu