ITMI (International Tour Management Institute) is a leader in travel education and tour guide certification. We want to revamp and refresh our YouTube channel to better reach and inspire individuals looking to start a new chapter in life through a career in travel.

We want to work with students to audit, redesign, and relaunch our YouTube content strategy, helping us attract more prospective students, increase engagement, and strengthen our online presence.

This will involve several key steps for the students, including:

• Familiarizing themselves with ITMI’s mission, audience, current YouTube content, and main competitors (including TheTripSchool, International Guide Academy, International Association of Tour Guides and Directors (IATDG).
• Conducting a social media audit focused on our YouTube channel.
• Identifying strengths, weaknesses, and opportunities in our current video content.
• Recommending improvements (including video editing, visual branding adjustments, and caption updates).
• Creating new YouTube video content ideas that align with ITMI’s goals and audience.
• Developing a YouTube content strategy outlining messaging, video types, and engagement approaches.
• Providing high-level recommendations for how ITMI could later repurpose YouTube content or expand to platforms like TikTok, Instagram Reels, or Facebook.

Bonus steps in the process would also include:

• Recommending social media management tools to support scheduling and promotion.
• Suggesting improvements to visual branding for consistency and appeal.

Outcomes

By the end of the project, students should demonstrate:

Understanding of ITMI’s mission, audience, goals, and competitors.

A completed YouTube audit with a clear analysis of existing videos.

Recommendations for improving current videos (video editing, captions, thumbnails, playlists).

Proposals for new YouTube video content ideas that speak to ITMI’s target audience.

A YouTube content strategy outlining key messaging, video types, and publishing approach.

A content calendar organizing YouTube posts for 1–2 months.

High-level recommendations for expanding content to TikTok, Instagram Reels, or other platforms in the future.

Bonus tasks could include:

Recommending social media management tools for scheduling and tracking YouTube content.

Suggesting improvements to visual branding (e.g., updated intro/outro templates, logo placement).

Final deliverables should include:

• A final report summarizing the YouTube audit, recommendations, content strategy, and content calendar.
• A refreshed or edited sample set of 5–10 YouTube videos.
• Minimum 2–3 proposed new YouTube video ideas or storyboards.
• A 10-minute presentation summarizing key insights, recommendations, and next steps.

ITMI Support

Students will connect directly with ITMI leadership for mentorship and guidance throughout the project. We will provide:

Access to current YouTube content, branding assets, and account information.

Insights into our audience demographics, marketing goals, and competitors.

Feedback on the YouTube audit, content strategy drafts, and creative proposals.

Weekly or biweekly check-ins to answer questions, offer direction, and discuss progress.

We are excited to collaborate with students and value their creative ideas and growth through this hands-on experiential learning opportunity.