50% enrollment increase for a gap year program
Yeshivat Yesodei HaTorah wanted to attract applicants who were genuinely aligned with its culture and values. We developed a recruitment strategy that clarified who the program was for — and who it wasn’t.
Watch the filmChallenge
Attracting more applicants without compromising cultural fit
Differentiating the yeshiva in a crowded market
Communicating intangible values like independence, self-reliance, and personal responsibility
Process
We worked with the director of admissions to clarify what truly defined Yesodei HaTorah — beyond generic claims of growth or skill-building, which are promoted by most of its competition.
Based on our research, we avoided broad, catch-all outcome claims and instead focused the messaging on a small number of specific, meaningful wins — pushing those further rather than diluting the story with generic promises.
The films were designed to speak directly to students seeking ownership over their Jewish education, rather than those seeking external structure or hand-holding.
Results
The videos reframed how the program presented itself, leading prospective students to self-select for fit — and contributing to a 50% increase in enrollment the following year.
The school maintained strong numbers in subsequent years as the partnership continued.
Recruiters reported higher-quality engagement from prospective students during recruitment trips. In one instance, a recruiter described students applauding during a visit — an unusual reaction in a recruitment setting.
After trying out the video in the field, the head of the school told me, “No brochure we’d ever made, and no soundbite I’d ever come up with, ever conveyed that personality. And it came out in the video.”
