Every genre of dance is a celebration of life. DanceNetwork.tv uses the universal language of movement to take audiences on new and unexpected journeys, offering viewers an eclectic mix of dance from country to ballet and hip hop to ballroom. We are the first ever full service network devoted entirely to the dancer. We strive to provide a common resource among the dance community and dance enthusiasts alike. The time for dancers and their stories to be shared is now.

Project Specification

Dance Network desired a robust community but at the point of our engagement their numbers weren’t representing all the company had to offer:
  1. Facebook page @ 834 members
  2. Twitter @ 198 members
  3. Alexa Score in the millions
  4. SEO non existant
  5. Website only had front end capabilities.
  6. No existing web apps.
  7. No existing marketing plan.
With this infrastructure it’s no wonder the founders of Dance Network were pulling out their hair! At that time they had a great product, amazing untapped concept in their current market, and a consumer base that was waiting. The uphill battle? They had lost their robust opperating spend due to poor choices from the prior executive staff. No money? No problem. We always prefer working with cash flow but understand that business often find themselves with big ideas and empty pockets. But money isn’t everything online, knowledge is.
Here’s what we did…
  1. WEBSITE. Rebuild a VOD ready site in 6 months. Built Apps (Amazon Fire/Apple/Roku).
  2. CREDIBILITY: Created a secondary podcast site to find influencers and viewers while we rebuilt the platform.
  3. DEMAND: Created product demand by furnishing daily engagements as a news resource for the market.
  4. CONTENT: Create content that is both engaging AND SEO ready for highest level of impact.
  5. SOCIAL: Generate a community base on Facebook, Twitter, Instagram, and Youtube.
  6. BRAND PARTNERS: Begin the process of finding brand partner to enhance your appeal.

Project Result

 
This was just plain good old internet fashion fun. Finding consumers and influencers is amongst one of our favorite things to do. Secondary only to being part of the growth that comes from those consumers and influencers. Our time table was as follows:
  • April – June: Reverse engineer Dance Networks current assets into workable models for us to build off of.
  • July: Pitch to the founders the new direction.
  • August – October: Build a robust OTT platform and community focused social media center.
  • November: Launch.

Finally, our results. By the end of our scope of work, an 8 month period, we had reached the following totals for Dance Network:

  1. Facebook page  @ 10,578 members
  2.  Twitter @ 2,672 members
  3. Alexa Score @ 699
  4. SEO drivers placed DN on the first page of selected keywords.
  5. Website had robust functionality, merch services, user experience, etc.
  6. Fully functional apps for Roku, Apple, Amazon Fire.
  7. Campaigns in place for online engagement.
  8. TheBarretender podcast listenership @ 96,332
  9. Dance Networks viewership, prior to the introduction of a subscription model, increased from 12,000/mnth to 266,000/mnth by November launch. This increase was largely due to the growth strategy behind the podcast TheBarretender.tv and the integration of key influencers and brand channel partners. We were able to cultivate traffic while developing the community landing page. Once out of beta we were able to begin migrating TheBarretender.tv’s listeners and social media followers to the new brand online store front.
* Individual results may vary. The statements in this case study do not guarantee similar marketing and branding strategy results.