Digital Strategy
Study Tours
The Client
Study Tours is a Milan agency, in business for over 50 years, that organises study experiences abroad. Its programmes run from summer language holidays and language courses of one to fifty-two weeks, to a term or full high school year abroad, linguistic internships, teacher training courses, summer camps in Italy and the American dual diploma. It works across 26 destinations and runs programmes funded by the INPS Estate INPSieme and Itaca scholarships, with formats for every age band from 6 to 30 and up.
My Contribution
I managed the social media strategy, addressing a structural characteristic of this market: the programme is chosen by the student and paid for by the family. Two audiences with different expectations converge on the same channels.
For students I worked with the formats they already follow, social trends and first-person accounts from participants abroad, presenting a period overseas as an accessible prospect rather than an institutional offering. The same channels were required to convey to parents the organisational reliability expected of an agency responsible for a minor abroad.
I subsequently led the restyling of the website, built on the same balance: an identity that communicates the appeal of the experience while supporting the depth of programme information a family reviews ahead of a significant financial commitment.
SKILLS
Core capabilities shaped around the project outcome.
