Notes from the camera.

Longform essays and working case studies on video, storytelling, and school marketing — written between shoots by Jeremy Scherer and the Parallel 40 team.

N° 003 · Enrollment

How charter schools use video to grow enrollment.

Three videos every charter should own, where they belong in the enrollment funnel, and the reason most school marketing videos never move the one number that actually matters.

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N° 002 · Craft

What makes a school brand film actually work.

The one-story principle, why runtime is a feature rather than a constraint, and what a seasoned enrollment director is quietly looking for in the first fifteen seconds of a cut.

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N° 001 · Case Study

Behind the camera at Otay Ranch Academy for the Arts.

Shooting a program spotlight for Springs Charter Schools — the three decisions that shaped the final cut and what the piece actually did for enrollment outreach.

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