Case Study:
Exceptional Minds
Transforming Lives Through Digital Arts
Exceptional Minds Had a Story Worth Telling—Fast + Light Made Sure It Was Heard
Exceptional Minds, a pioneering school for artists with autism, has been empowering students to launch careers in animation and digital arts for nearly a decade. Collaborating with major studios, their students have contributed to blockbuster projects such as Hunger Games, Marvel’s Avengers, Star Wars, and Spider-Man.
With a limited budget supported by a Google Ads Grant as well as a small direct spend, the goal was to significantly enhance key performance indicators (KPIs) such as website traffic, tour sign-ups, and applications for full-time programs and workshops.
By leveraging paid advertising campaigns across Google, Facebook, and Instagram, Fast + Light focused on increasing awareness and driving actionable engagement.
A crucial step involved simplifying and optimizing the website, making program information easily accessible. This restructuring not only improved user experience but also enabled more accurate tracking of results.
The campaigns delivered substantial results, including:
Tour Sign-ups: Increased by 177% year-over-year.
Student Applications: Grew by 61% compared to the previous year.
Website Sessions: Surged by 147% during the campaign period.
Social Media Performance:
Generated over 2.9 million impressions.
Delivered 26,480 link clicks with a highly efficient average CPC of $0.30.
Earned 1,921 post shares, amplifying the reach of the program’s message.
Social media campaigns featuring authentic and compelling creative content went viral, significantly boosting engagement. These platforms not only drove awareness but also contributed directly to increased tour sign-ups and program applications.
Keys to Success
Strategic Website Overhaul: Consolidating scattered information into a unified, user-friendly platform greatly enhanced accessibility and tracking.
Creative Excellence: Authentic storytelling resonated with audiences, showcasing how the program transforms lives. Viral ad content amplified reach and engagement.
Effective Use of Paid Media: Integrating social media and search ads helped Exceptional Minds expand its reach and directly impact its mission.
Takeaways
Exceptional Minds’ success story illustrates how a targeted, data-driven marketing approach can elevate a nonprofit’s mission. With millions of impressions, thousands of link clicks, and widespread engagement through post shares, the school inspired students and their families to show up and connect in person at their campus.
https://exceptional-minds.org/
Paid Advertising, Lead Generation Strategy, Web Development