Dorrance Dance has enjoyed incredible artistic and critical success in the dance world in its first 8 years. With that comes: the marketing support of presenting organizations; government, corporate and foundation funding; and easily attainable press. This has allowed the company to thrive despite employing an inconsistent approach to its own marketing. That means the company was in a unique position to start prioritizing stronger messaging and best practices in online marketing, without panicking about revenue or ticket sales.
But with a small team and an internally-proclaimed aversion to the boastfulness of social media, there were some challenges to overcome. How could Dorrance Dance begin to market their artistic and educational work in alignment with their values? And how could the company make marketing a part of the daily system that is Dorrance?
Step 1: Discovery / Research
Step 2: Goal Setting
Step 3: Calendar / Content Plan
Step 4: Website Redesign
Step 5: Monthly Consultation
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