How to create a positive image of a dance school that aims to acquire clients for at least a few seasons? The task seemed difficult because previous traditional forms of advertising proved to be ineffective, and despite investing resources, our client was not achieving the desired results.

However, it turned out that even under such unfavorable circumstances, it is possible to create a strong brand that stands out among other companies in the sector and at the same time attracts customers for good. Moreover, as this particular case showed, it is possible to promote oneself using just one main distribution channel and developing a consistent marketing concept.

Goal

The most significant challenge our client had to face was entering a market strongly dominated by other competitive dance schools. Therefore, the main goal was to create a unified image and promote it in such a way that the brand would become known to the audience. It was necessary to create an image of a solid, professional company with high-class dance teachers.

Implementation

The most important task was to refresh the school’s image while emphasizing its long-standing presence in the region, promoting the school as a place with traditions and an established position, offering high-quality dance education for years. The first objective was achieved through the reconstruction of the existing, but somewhat outdated website. It gained a modern look and improved functionality.

Thanks to optimization and positioning, the website became more visible in search engines, and customers started calling and signing up for classes more frequently. The second objective was achieved through a remarketing campaign, which is advertising directed at people who have previously visited the promoted school’s website.

Effects

Proper optimization of the new website and positioning, which allowed achieving high positions in search engine results, made the company visible. Efficiently conducted actions had a positive impact on the website’s conversion and, therefore, resulted in a significant number of phone calls and dance course registrations.