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With so many yeshivot making similar-sounding pitches, Eretz HaTzvi had to find a way to ensure that prospects understood what made their approach so unique.
CHALLENGE
Eretz HaTzvi, a post-high school Israel program, wanted to more effectively communicate with, connect with, and recruit their ideal candidates.
With so many yeshivot making similar-sounding pitches, it was important to provide clarity and articulate what makes Eretz’s approach so unique.
PROCESS
We launched an intensive research campaign in order to assess what attracted students to Eretz, what their reservations were, and what they valued about their time there.
We then composed a series of comprehensive guidelines for all recruitment outreach and messaging including the brochure, in-person pitches, the website, and of course video.
We produced a series of 6 videos to guide prospects through the various stages of recruitment: a central Recruitment Video that outlined the yeshiva’s message; Success Stories that illustrated their value on a personal level; and Clarity Films that offered details on specific elements of their program.
RESULTS
The client loved the Recruitment Video and felt that it truly captured the Eretz HaTzvi message.
The Success Stories and Clarity Films truly encouraged further engagement from prospects, and saw a lot of comments and shares.
At this point, the videos have racked up 16k total views on social media.
