How Rebrandly helps a global non-profit organization unify its marketing strategy
Education is supposed to be a stepping stone to a better life, but for many people, the real challenge happens after graduation.
Over the last ten years, Generation, a global nonprofit organization headquartered in Washington, DC, and present in 17 countries, has helped more than 125,000 adults find high-quality, stable jobs. With a strategic approach to programming and outreach, Generation has enabled thousands of graduates to achieve personal growth, higher income, and economic mobility.
With Rebrandly, Generation found a powerful link management platform that strengthens brand awareness on social media, improves engagement with corporate partners, and supports long-term organizational growth.
Unifying link management strategies across global teams
Generation comprises a global hub and a network of in-country affiliates that span 17 countries working in sectors like technology, healthcare, and green jobs. Using inbound campaigns and social media marketing, Generation targets diverse audiences actively searching for employment opportunities.
As Global Head of Marketing, Juliano Allegrini focuses on improving engagement and connecting candidates to the best opportunities in the United States, Ghana, and Colombia. With hands-on campaign mobilization and a deep network of global partnership organizations, Generation relies on strategic marketing to increase campaign efficiency and public awareness.
Before Rebrandly, Generation team members lacked a cohesive and systematic approach to branded link creation and tracking. Regional marketing teams were stuck using siloed systems that didn’t sync well, making collaboration more difficult.
For instance, marketing team members in certain countries used generic link shorteners to create and share new marketing assets. As the organization scaled operations, it became apparent that these one-off solutions were less effective than a cohesive branded link management platform like Rebrandly.
Multiple workspaces with a unified MarTech infrastructure
Generation uses Rebrandly to create secure, trackable links that are consistent across teams.
Rebrandly offers a centralized and user-friendly way to monitor and track UTMs at scale for new marketing assets.
With Rebrandly, the Generation’s remote teams now accomplish a variety of high-value tasks, such as:
- Tracking links with UTMs and in-depth analytics
- Customizing branded links to appeal to a specific target audience
- Managing 18 separate workspaces and over 10,000 unique links
In a single 12-week campaign, Generation might create several hundred marketing assets to share across different platforms and inbound channels. It’s much easier to measure results when each asset gets a customizable unique link with Rebrandly.
“Rebrandly supports all of our countries with powerful MarTech infrastructure, best practices, analytics, and overall efficiency with our marketing activity,” Allegrini said, “This empowers us to keep tabs on our campaign performance around the world.”
Managing teams within Rebrandly is one of Generation’s biggest wins, spurring more marketing growth and cross-functional support. Now, each country can run its unique campaigns using features like QR codes and bulk uploads while still adhering to the organizational best practices for marketing.
Wider outreach, better campaign tracking, more economic impact
Rebrandly has significantly reshaped how Generation shares and distributes content to its vast global network. By leveraging custom links and UTMs for mobilization campaigns on social media, the nonprofit can reach more people, track campaign progress, and continually improve its economic impact. In the past year, Generation has generated over 4 million asset clicks and helped 86% of program participants find a job within 180 days of graduation.
In the future, Allegrini anticipates incorporating Rebrandly into essential employee onboarding and training. This strategy not only gives new marketing team members an advantage when sharing assets faster, but it also puts more actionable link data to use across the organization.
“Now we’re focused on evangelization—spreading the word about how Rebrandly empowers our marketing efforts and makes our organizational goals easier to achieve.”
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