MAPPING THE FUTURE: CAREER PATHWAY
The Challenge
In 2024, the small nonprofit Career Pathway Institute, which helps foreign nationals build careers in the U.S., faced a critical challenge: how to significantly expand its participant base.
How do you attract new people when you rely on donations and have no promotion budget?
The Approach
We found a solution built on a clear, powerful insight: after immigrating, people often feel helpless and lost—like a child in an unfamiliar world.
Bringing this idea to life with full-scale production would have required a significant budget, so we took a more cost-effective route using AI. We crafted detailed prompts, iterated, and generated visuals that captured these emotions with precision.
We then secured a Google grant, which allowed us to run a small paid campaign across Meta and Google. Using our internal tools, we built the funnels and launched the ads.
To extend reach offline, we printed posters and partnered with organizers of GPT-Party 3.0 (a major Silicon Valley networking event), as well as Plug and Play Tech Center and Google’s educational campus, to feature the project at their events—all on a nonprofit basis.
The Results
Despite limited resources, the campaign delivered strong results. CTR exceeded 13%, outperforming the market benchmark by 3.17%. The number of participants increased by one-third. We also reached 56% more unique users than initially planned. Overall engagement rate reached 1.38%.
Most importantly, the campaign helped people not only adapt to a new country but also find a community of like-minded individuals.
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