Where There Be Dragons
Content | Digital Media | Outreach & Sales
Where There Be Dragons (WTBD) is a leading gap-year and study abroad program provider. Their offerings focus on conscious travel, cultural competency, critical inquiry, and personal transformation through immersive experiences such as homestays, apprenticeships, and place-based adventures.
As WTBD’s Digital, Marketing, and Outreach Coordinator, I transformed their Instagram into an engaging, customer-journey–driven platform. My work helped prospective students feel more confident reaching out, while offering a clearer window into life on a Dragons program.
MY ROLES
Social Media Manager: Strategy, content creation, scheduling, and engagement
Digital Manager: Blog writing, newsletter strategy, email campaigns
Outreach Coordinator: High school & gap year fair representation, info sessions
Marketing Coordinator: CRM touchpoints, parent communication, sales funnel development
PROBLEM SPACE
Alumni surveys revealed that while WTBD’s website and messaging were inspirational, they also felt intimidating to prospective students. Many didn’t know where to begin or who to contact. My challenge was to humanize the brand and create an approachable, Gen Z–friendly digital presence.
INSIGHTS
Through qualitative research and audience study, I identified key patterns:
Gen Z craves transparency: They care deeply about company values, climate consciousness, and authenticity.
Peer recommendations > brand claims: Quotes, student stories, and real footage build the most trust.
The "mystery" hurts accessibility: While Dragons programs are meant to be transformational and hard to describe, the lack of visibility made students feel unsure about what to expect.
To address this, I mapped the customer journey and pinpointed emotional and informational gaps at each phase: curiosity, consideration, and conversion.
SOLUTION
I implemented a content strategy rooted in empathy and storytelling:
Field content: Sourced authentic photos and videos from students in real time.
Alumni visibility: Hosted live Q&As and created the “Where Are They Now?” series to show the program’s lasting impact.
Supportive tone: Shifted brand voice on Instagram to be more relatable, honest, and emotionally resonant.
FAQs & behind-the-scenes: Designed posts to proactively answer common questions and lift the veil on what a Dragons experience is really like.
I also designed a downloadable Gap Year Guide as a lead-generating content asset. It included:
Reflective activities modeled on Dragons curriculum
Quotes and imagery from alumni
Actionable guidance for students, no matter which program provider they chose
This guide positioned WTBD as both thought leader and helpful ally, deepening audience trust and increasing early-funnel engagement.
