Case Study: University of Waterloo achieves 71% CTOR and 137% of recruitment target with Vidyard

Using Personalized Video to Produce a 71% CTOR and 137% of Target

The University of Waterloo, a leading public research school with 30,000 students and 500,000 alumni, faced a competitive recruitment landscape and tight budgets while trying to convert interested candidates—many of whom couldn’t visit campus—into enrolled students. Recruiters needed a way to answer applicants’ emotional questions (Will I fit in? Will I make friends?) and drive decisions beyond traditional outreach.

Using Vidyard’s personalized video, the recruitment team delivered first‑person, name‑tailored stories that connected with both students and their parents, turning emotion into action. The campaign achieved a 71% click‑through‑to‑open rate (versus a typical 20% CTOR) and helped the team reach 137% of their enrollment target, the highest CTOR in the university’s recruitment history.

University of Waterloo

Sal-Aziz

Marketing and Recruitment