Fancy Feet
Dance Studio

Overview

Fancy Feet is a multi-location dance studio boasting a team of award-winning instructors. For over 36 years, they have served their communities with classes ranging from Mommy & Me to Advanced Form, Technique, & Flexibility Training. Their Children Dance Company has performed in national venues including Walt Disney World, The National Dance Championships, and Lincoln Center. Victory Lane instilled this long history through a branded campaign focusing on drivers to ensure their newest location achieved the same historical success.

The Challenge

One of their newest locations was open only three days a week. The goal was to fill classes and add new ones, making it possible to open for a full week, every week. The focus was to ensure the studio filled classes with new students without cannibalizing registrations from neighboring Fancy Feet studios. This challenge was compounded by a decreased advertising budget.

The Strategy

With a decreased budget, we focused on finding partnerships that could help scale their advertising push without adding expenditures. We refined their creative with storytelling to connect emotionally with parents in the marketplace.

Efficiency was our primary tactic, which included shrewd media buying and a targeted focus on the communities most important to their studios.

The Approach

• Developed a series of branded commercials geo-focused on Television.
• Increased volume by leveraging secured partnerships.
• Utilized testimonials to develop a sense of reliability in the market.
• Executed a strong TV rotation schedule across top networks.