Case Study · Dance Academy of Virginia · Dance Education & Youth Arts
Disconnected channels, turned into measurable retention and recognition.
Katherine Horrigan founded Dance Academy of Virginia during COVID and grew it from two rooms to two facilities with seven studios and 450 students. The marketing hadn't kept pace: every season felt like starting over, expensive for a business that lives on re-enrollment.
This engagement was led by Anina Giannini before the launch of Anina Giannini Group.
- Client
- Dance Academy of Virginia
- Industry
- Dance Education & Youth Arts
- Engagement
- Ongoing integrated program
- Role
- Integrated marketing and communications program
- Services
- Marketing Strategy · Media Relations · Content and Social Media · Personal Brand Strategy
One Program
Every channel, one narrative
We replaced scattered efforts with a single marketing and communications program covering brand narrative, social, email, earned media and reporting, with messaging consistent everywhere and measured against the numbers that matter: retention and enrollment.
Media Relations
A founder made the category voice
Seventeen media placements in eighteen months across broadcast, print, online and podcast, with recurring presence on FOX 5 DC, DC News Now and ABC7, turned a local studio into a regional reference, and its founder into the voice of the category.
The Result
Retention, the metric that pays
Student retention rose 10%, the number that drives studio economics, while social engagement grew six-fold, views doubled and the audience grew 56%. The seasons no longer start from zero.
+10%
Student retention
17
Media placements in 18 months
- Social engagement up ~6x year over year
- Social views doubled to 201K monthly
- Audience growth of 56%
- Recurring broadcast presence on three DC stations
“They've created meaningful visibility for us, securing TV spots and facilitating heartfelt events. Beyond their talent and professionalism, they are true advocates and cheerleaders for our brand and team.”
Katherine Horrigan, Founder & CEO, Dance Academy of Virginia
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