Atlas Assistance Dogs is a national nonprofit on a mission to make service dogs more accessible to the people who need them most. Operating virtually and through a network of trainers across the country, Atlas supports people with disabilities to train their own service dogs, educates ethical trainers, and advocates for a more inclusive society. In a space where high costs, long waitlists, and a shortage of qualified trainers create real barriers, Atlas is working to change that reality.
TRAINING REIMAGINED, IMPACT REDEFINED
Atlas's Trainer Certification Program offers an immersive path to becoming a certified service dog trainer, blending advanced skills in dog training, client coaching, and inclusive service dog practices with personalized mentorship and a respected certification.
The Training Reimagined, Impact Redefined campaign was built around the program's annual discount window, with a two-part incentive designed to give prospective students the push they needed to take the next step.
AREAS OF FOCUS
SOCIAL STRATEGY
PAID ADVERTISING
GRAPHIC DESIGN
COPYWRITING
PERFORMANCE TRACKING
SOCIAL MEDIA
EMAIL NEWSLETTER
The campaign lived on Facebook and Instagram from November 4 through December 31, with organic content driving awareness and excitement around the program's theme and incentive structure.
In December, a three-part paid ad strategy took the campaign further, guiding prospective students from first introduction through retargeting to a final push before the enrollment deadline closed. Creative and copy for the ads were developed and handed off for execution, supported by a MailChimp email template and campaign headline developed to keep the program's theme consistent across every send.
105,872
TOTAL CAMPAIGN VIEWS
97,551
VIEWS FROM PAID ADS
8,321
ORGANIC VIEWS
The paid strategy proved particularly effective at extending the campaign's reach beyond Atlas's existing audience, putting the program in front of people who hadn't yet encountered it, with the majority of views coming from outside Atlas's existing following.
Supported by email marketing throughout, the campaign contributed to a successful enrollment period for the Trainer Certification Program, moving prospective students from awareness to action across every channel it touched.
Beyond the campaign, ongoing content kept Atlas's audience informed and engaged, spanning Reels, graphics, and social copy built around the organization's mission and community.
CONTENT CREATION
