OCAD University

OCAD University: Market Probe and Feasibility Study for the Digital Futures Program

A study on behalf of OCAD University conducting a strategic enrolment and retention project aimed to increase and maintain enrolment figures in a particular OCAD University program.

Client

OCAD University

HESA completed a study on behalf of OCAD University conducting a strategic enrolment and retention project aimed to increase and maintain enrolment figures in a particular OCAD University program.

HESA conducted 30 moderate-length (20 minute) interviews with potential enrollees in key target demographics for the Digital Futures program. These interviews will probe knowledge of DF, the processes used by the respondents to identify and choose university programs, perceptions of OCAD and the DF program, and other factors that influence the enrolment decision-making process, such as program cost, alternative options, parental expectations, and other factors.  From this data collection, we produced a comprehensive report on institutional branding and marketing strategy, offering insights and recommendations for promotional materials, marketing campaigns, as well as website design and layout.

This research was supported by two surveys used to assess the impact of OCAD graduates among potential employers across Canada, estimating both the demand for graduates of this and other programs, and the impact that these graduates have on their employers and communities. Over 300 employers and stakeholders were interviewed or surveyed using telephone interviews and online surveys.