OCAD University

Student ReCruitment Campaign

Case study

OCAD University - Recruiting for the future.

Ontario College of Art and Design University, shorthand OCAD U, is “the school of imagination” with creative innovation at the forefront of its mission. The case is built around the need for OCAD to recruit and engage GenZ during pandemic times and aims to solve the question, how can we showcase the value of art and design during uncertain times?

Gen Z’s need for a secure and stable future, a chance to make a difference in the world, and their desire for a personal approach to their education can override concerns of stress and anxiety. Using a candid and inspiring tone while focusing on the future-proof skills learned at OCAD, the campaign encourages students to take a quiz to discover what OCAD students they could become. Using the quiz then provides unique insights and contact info for effective retargeting emails and direct contact with the prospective students. All while easing the transition of what university life could be like for the students.