In the past 5 years, video has gone from a luxury to a necessity for schools that need to attract and retain buyers. As the medium's importance has grown, so has the need for a strategic attitude on how to use video properly. In this talk we'll look at what video is truly good at - what it's less good at (but still used for!) - and how to build a meaningful strategy that balances quality and quantity of output. We'll also take a look at examples of the use of video in different incarnations to illustrate how the theory can be put into practice.