A bit of friendly advice for you, feel free take what you want and leave the rest:
* In that highlight video, cut out the editing frills. I know some people love to get into the special effects of video editing software, but it's not helping you. It's just more fluff that coaches and other evaluators have to fight through, so keep it as basic as possible.
* If there is a camp that he can go to -- and I mean any camp -- then find a way there. I don't care if it's at Alabama, Georgia, Southern Miss, South Alabama, East Popcorn State, whatever, be there. That's the best environment for coaches to evaluate talent, and they put a higher value on their evaluations there than anywhere else.
* When you go to camps, be respectful, polite, and be open to anything. Don't do any of this garb about how you want to play position x. Show up, keep your mouth shut, do whatever they tell you, play wherever they want to play.
* Send your information and highlight videos to all of the major "expert" services. Having said that, don't expect anything from that. They do 6,000+ "evaluations" a year now, and an e-mail won't have any real impact. Most likely, you're going to go to one of their camps for them to really notice you.
* Go to the camps of the "expert" services. I generally hate those things with a passion, and for the most part no football coach worth his salt pays any attention to them. However, they are good for generating word-of-mouth publicity about a kid, and that can filter down to letting coaching staffs know about a player. It won't get you any scholarship offers, but it can help you get noticed. Use them as a tool.
* If you do get involved with the "expert" services, they'll have people calling you. Constantly. If they are giving you some attention, when you do give out "updates," make sure you give it to both services. If they see you are talking to one while ignoring the other, the one you are ignoring will act as if you don't exist.
* Stay away from anyone and everyone trying to get you to pay them to promote your kid. There are a ton of these "services" out there now, and they run the gauntlet from useless and ineffective to outright scams. The point is that none of these can help you, and most of these will effectively steal hundreds if not thousands of dollars from you. Stay away from these things like the plague.
* Keep good grades. Coaches put more emphasis on academics now than ever before, and in this day and age you either have to be an elite player or the school has to be incredibly desperate to take on an academic risk. Look up what core classes are required, and make sure he has at least a 3.0 GPA in those core classes. I don't care what the overall GPA is, that's completely and totally irrelevant. The only thing that matters is the GPA in those core classes. Nothing will ruin a kid's recruitment quicker than a coach browsing his transcripts and seeing he has a 2.1 GPA.
* Take the ACT early and take it often. You can take the highest score from multiple test dates -- and in fact, you can combined individual section scores from one test date with the scores from other dates in order to get the highest possible composite score -- so if you bomb it once it's no big deal. Just take it early as you can and try to do as best as you can. If you knock it out of the park, great. If not, take some ACT prep courses and take it again. Sign up now for the next ACT test date and start studying. Just about any kid who can make a 20 on the ACT can get qualified almost regardless of how poor the core GPA.