Global Nomads Group
Global Nomads Group
The Client
Global Nomads Group is a remote-first nonprofit that connects young people across the globe through online courses, exchange programs, and cross-cultural dialogue.
Their programs — including Student to World (StW) and the Content Creation Lab (CCL) — give youth direct access to global perspectives and civic engagement opportunities.
Please note: This case study reflects work completed during the period of active collaboration. Laura and Vie's Legacy, LLC no longer manages or maintains this client's marketing, communications, website, or digital presence, and current materials may differ from the original scope of work.
The Challenge
When I joined GNG in January 2023, there was no established marketing department and no consistent content infrastructure. The organization had four active social media channels, but posting was sporadic, analytics weren't being tracked, and there was no internal reporting system.
With a website rebuild underway and open positions to fill, GNG needed someone to build a real marketing function — fast.
My Role
I joined as Digital Marketing Coordinator — one of the organization's first dedicated marketing hires. I was responsible for:
- Social media strategy and execution across Instagram, Facebook, LinkedIn, and Twitter/X
- Email marketing
- Website content and backend management
- Graphic design for social and recruitment content
- Internal analytics reporting
I also played a central role in standing up the marketing department itself, building SOPs and operational systems from the ground up.
The Approach
Building the Department While Running It
Before campaigns could scale, infrastructure had to exist. I created standard operating procedures for content creation, reporting, and approvals, and built internal analytics dashboards in HubSpot to give leadership visibility into performance for the first time.
I authored the organization's first quarterly social media reports — translating raw platform data into executive-ready insights with clear takeaways and forward-looking recommendations.
I also maintained the department's full functionality during a period of personnel changes, ensuring that campaigns, reporting, and day-to-day operations continued without interruption.
Social Media Strategy
Posting was scaled from inconsistent to approximately 3x per week across Instagram and Facebook. I identified the content categories that resonated most with GNG's audience — youth constituent stories, program spotlights, and hiring campaigns — and built the content plan around them.
The data confirmed a clear winner: content featuring real youth voices consistently outperformed everything else. I developed a “Go Global Campaign” framework to systematize this, amplifying authentic youth, educator, and staff perspectives on social issues.
I also identified a Staff Profiles Series as a lever for talent attraction, particularly as hiring posts proved to be top drivers of both engagement and website traffic.
On LinkedIn, job postings alone drove a 406% increase in website sessions in a single quarter (from 112 to 567), making it the org's highest-converting social channel during that period.
Content + Graphic Design
All social graphics were created in-house. I refreshed GNG's visual content approach — diversifying formats and updating graphics — which directly drove Instagram's significant impression increase in FY24 Q1 per internal reporting.
I also wrote and published articles to the GNG website highlighting programs and authentic constituent perspectives, and provided copywriting support for campaigns and email.
Website
I served as the in-house collaborator on GNG's website rebuild (designed by Schick Creative in WordPress + Elementor) and took over full backend management post-launch — including campaign integrations, content updates, article publishing, and day-to-day maintenance.
Email Marketing
I built and managed GNG's email program using HubSpot, implementing A/B testing and automated communications to improve engagement and conversion rates across the list.
Social Media Content
Staff Profile
LinkedIn Article
Intern Spotlight
Program Promotion
Staff profiles, intern spotlights, program promotion, and thought leadership content that drove engagement and positioned GNG as an industry voice
By the Numbers
FY24 Q1 (July – September 2023) vs. FY23 Q1
756,700%
Increase in Instagram impressions YoY
44,200%
Increase in Instagram interactions YoY
995%
Increase in Facebook impressions YoY
1,000%
Increase in Facebook interactions YoY
406%
Increase in LinkedIn-driven website sessions
1,441
Total social-driven website sessions in Q1
Platform Snapshot — End of FY24 Q1
| Platform | Followers | Interactions | Impressions |
|---|---|---|---|
| 2,963 | 442 | 7,567 | |
| 8,242 | 22 | 3,976 | |
| 4,663 | 676 | 8,971 |
What Performed Best
- —Youth constituent content — reels, carousels, and profiles of real program participants — outperformed all other formats across platforms
- —Hiring posts on LinkedIn and Facebook drove the highest click-through rates and the most direct website traffic
- —Refreshing static graphics and diversifying into video lifted Instagram impressions dramatically in Q1
What We Learned
- —Authentic constituent voices are a nonprofit's most valuable content asset — posts featuring real youth perspectives consistently outperformed organizational or promotional content
- —LinkedIn is an underutilized traffic driver for nonprofits; job postings alone drove a 406% increase in website sessions in one quarter
- —Building internal reporting infrastructure early creates a foundation for data-informed decisions — even simple quarterly reports shift how leadership engages with marketing
- —Continuity through transitions requires systems, not just people — the SOPs and dashboards built during this engagement allowed the org to keep operating smoothly as the team changed
Let's Build Something Together
Looking for a marketing partner who can build systems, create content, and drive measurable results?