The need for compelling visual content in higher education is undeniable. Consider these facts:

• 90% of information transmitted to the brain is visual.
• Visuals are processed 60,000x faster in the brain than text.
• Social-media-friendly – visual content is made for sharing.

During my years in the photography business, I have spent quite a bit of time on college campuses. These experiences have taught me a few lessons about capturing visual content for higher education. .

1. Recruit interesting subjects.
   Finding the right people in the right clothes at right time of day on a campus can be challenging. Casting specific students and faculty members is the best way to make the most of your time and resources. You’ll also want to make sure you have more subjects on call than needed. This gives you the opportunity to switch people in and out, schedule quick wardrobe changes and have individuals in the background (i.e. classroom settings) for context. The more authentic the subjects, the better.Quick tips: Offer food to get students there on time, especially for early morning shoots. Also, ask more guys than girls to be at a location. In my experience, male students are much more likely to “blow off” the shoot.
2. Brainstorm ideas and plan ahead.
   Having a plan in mind or even a list of shots to capture is extremely helpful for your photographer. It helps keep everyone on schedule. When brainstorming, ask yourself questions like: who is the right person to communicate our message in a very interesting way?Quick tip: Remember to verify with professors in advance for classroom shots, as your photographer will need complete control of the classroom.
3. Make time for setup and staging.
   Staging an environment takes time. Lights and setup take time and space. Schedule time in between shots to get to your location, evaluate the situation and take the time to frame the shot up in an interesting way.One hour per shot is a good rule of thumb.Dorm rooms are often the most difficult to shoot and can take even longer to stage. Make sure you have access to the props and rooms you need to capture the culture of your campus – not a room that smells like a sweaty gym and/or looks like mom hasn’t been around in months.
4. Leave room for the unexpected.
   Plan photo shoots in locations where there is bound to be good energy, activity and things happening on campus. When students come together, the magic happens. Don’t forget to leave room in your photographer’s schedule for those magic moments.
5. Consider hiring a professional.
   Whether they are on your campus or an external hire, you need a photographer who knows what they’re doing. A professional photographer will provide the direction you need and understands the ins and outs of the process. They will also have a fresh perspective with a new set of eyes to capture emotion, lighting and the story of your college or university in a compelling way.

For more information on setting up a photo shoot and examples of great campus photography, see www.sallenphoto.com.