Fancy Feet is a multi-location dance studio that boasts a team of award winning instructors. For over 36 years, they have offered the communities they serve with classes scaling from “Mommy & Me” to “Advanced Form, Technique, & Flexibility Training.” Fancy Feet’s Children’s Dance Company have performed in national venues that include, “Walt Disney World”, “The National Dance Championships”, and “Lincoln Center”. They have also worked with stars like Sean P. Diddy AKA Puff Daddy.
Victory Lane instilled this long history through a branded Fancy Feet campaign focusing on drivers to ensure their newest location achieved the same historical success.
2015-Present: Strategy, Digital, TV, Mobile, Design, Partnerships, Analytics.
Susan O’Hanlon Mendogni (Owner) quote, “Victory Lane got the new location up to speed. The partnership helped us focus on the communities that were most important to our studios. We will continue our relationship with Victory Lane because we have experienced true value.”
CHALLENGE
One of Fancy Feet’s newest location was open three days a week. Fancy Feet’s goal was to fill classes and add new classes; making it possible to open for a full week, every week. Their focus was to ensure the studio filled classes with new students without affecting the neighboring Fancy Feet studios. Fancy Feet’s goals became more challenging due to a decreased advertising budget.
STRATEGY
Since the budgets were decreased, we focused on finding partnerships that could help scale their advertising push without adding expenditures. We also refined their creative with storytelling to connect emotionally with parents in the marketplace. Efficiency was our tactic, which included shrewd media buying & targeted focus.
APPROACH
Our work comprised of a series of branded commercials that we geo-focused on Television and increased in volume by leveraging the partnership we secured for the client. We also used testimonials to develop a sense of reliability in the market. Adjusting the timing of each creative became key in ensuring we engaged the viewer.
The Brand’s focus on specific programming, as well as a strong TV rotation schedule across top networks was planned & executed by Victory Lane.
