Dreams Fulfilled Through Music helps those experiencing disabilities realize the social and educational benefits of being music makers. They needed a new site to serve as a hub to explain who they are, accept enrollments and to market their events. They also needed brand awareness on a national level. Based in San Antonio, DFTM has been serving local students since 2005, however, their curriculum and programming serve educators across the United States. But how could they create awareness to connect with these audiences when there wasn’t a budget for paid advertising?
We needed to leverage the power of the $120,000/year Google Ad Grant program to raise impact, awareness, funds and power their mission. After getting approved, the grant has increased their traffic by 25x, and has led to new students, new audiences, and most importantly – positioned their organization so they can better fulfill their mission with their students and teachers.
We always start with Discovery. While we’ve worked with DFTM for years (they were actually our very first client in 2009!), we needed to get a fresh understanding of how education has changed. Remote learning has become more prominent, especially through Covid times. We needed to re-immerse ourselves in what was working, what wasn’t working, and what are the new market demands. After developing personas, or fictitious yet representative archetypes of their constituents, we were able to validate ideas and uncover novel ideas to spread their mission on a national level. We gave their site a refresh, and setup advertising campaigns that both attract and convert. The result: a platform and overarching digital marketing campaign that powers their organization today – and scales for tomorrow.