Yeshivat Ohr David: Living Life As You
Ohr Dovid had communication issues. Too many prospects seemed to misunderstand their educational mission, and it was having an impact on recruitment. What kind of video would it take to clear up the confusion?
CHALLENGE
A lack of clear communication was having an impact on recruitment for Ohr Dovid, a post-high school yeshiva in Israel. Prospects seemed confused about to whom, exactly, the yeshiva catered and how to understand its educational approach.
Ohr Dovid sought our help in producing a video that clearly articulated the yeshiva’s goals and values for the upcoming recruitment season.
PROCESS
There was a tremendous amount of research required for this project: interviews with staff, administrators, current students, prospects, and alumni. By getting the perspectives of all these different groups, we were able to assemble a comprehensive picture of how Ohr Dovid was perceived and pinpoint the source of the confusion.
Based on this research, we crafted a strong message that captured the essence of Ohr Dovid’s appeal and that would speak directly to the students who would most benefit from the program.
RESULTS
The video we produced accomplished Ohr Dovid’s goals perfectly. It even helped settle some internal disagreements about the future direction of the organization as a whole.
