Welcome to Footnotes Dance Studio’s Brandiscover™ Strategy for marketing. The information collected by our team and presented here is the foundation for which all marketing, branding, advertising, social media engagement, print collateral and networking is built.

Target Audience

Footnotes Dance's target audience is a married woman in her 20s-30s living in the Carrollton or Smithfield area, with occupations ranging from stay-at-home moms to doctors. They prioritize safety and trust and spend between $100-$500 for their children’s activities.

Let's call her Amy Arabesque.

Meet Amy Arabesque. Amy is the quintessential customer for Footnotes School of Dance. She’s got a warm, approachable personality and a heart that beats for her family. Amy lives in the picturesque towns of Carrollton or Smithfield, where the sense of community is strong, and neighbors feel like extended family. Amy is married, likely balancing the joys and challenges of raising young kids with her daily routine. She might be a stay-at-home mom, a teacher, or even a doctor, but one thing is clear: her children are her top priority.

Amy wants her children to grow, explore, and thrive in a safe and enriching environment, but like any mom, she has her concerns. Leaving her child, even for just 45 minutes, is a big deal, so she needs to trust the people and the space they’ll be in. She also understands the importance of socialization and confidence-building but wants a place where her child’s individuality is celebrated, not stifled. With so many extracurricular options, from sports to music to dance, the decision can feel overwhelming, and Amy needs clear, supportive guidance to make the right choice.

This is why Amy chooses Footnotes. The personal touch, like one-on-one shoe fittings with Lauren, makes her feel seen and valued, while the studio itself provides a safe, loving environment where her child can flourish. Footnotes offers more than just dance lessons—it fosters confidence, character, and a lifelong love for the arts, which perfectly aligns with what Amy values most.

*This does not mean that your message will not resonate with other demographics. It simply means that this is the target audience we will speak directly to in our marketing.

Brand Personality

*This does not mean that, at times, other personalities aren’t exposed. This simply means that the dominant brand personality expands leads and sales.

Slam Dunk Message

Your Slam Dunk Message is based on answering these 3 questions:

What is your potential customer’s problem(s)?
What is our plan to help them?
What does their successful ending look like?

Clutter Buster

Personal and professional one-on-one shoe fittings.

A personalized one-on-one shoe fittings is just the beginning.

Footnotes is not a "factory studio" but a genuine, artistic space led by highly educated professionals with a deep passion for the arts. The studio’s commitment to creating a unique, individualized experience sets it apart, ensuring that each child receives a curriculum tailored to their needs, strengths, and growth. With a focus on character development, Footnotes fosters not only technical skills but also confidence, resilience, and creativity.

The welcoming, safe environment allows students to thrive both artistically and personally, as they are encouraged to explore their potential in a space where they are celebrated as individuals, not just dancers.

Going Fishing

You catch the most fish where the fish are.

Amy Arabesque and her mom squad find Footnotes through word of mouth but they also love to share the website with new neighbors or other moms they meet at the Library's story-time. Social platforms like Facebook are effective, and Instagram should also be utilized to reach younger moms. Community events and schools could also be key gathering places.

Bullseye Product

Foot-in-the-Door

Free Footnotes Trial Class

Footnotes uses free trial classes as an effective way to gather client information while giving potential families a taste of the studio's atmosphere and teaching style. By offering a no-commitment trial, parents can experience firsthand the care and expertise of the staff, while their child gets the opportunity to participate in a class that mirrors the studio’s personalized approach.

During these trial sessions, Footnotes can collect valuable details from both the child and the parent—ranging from contact information to specific interests or concerns regarding the child’s development in dance. The one-on-one nature of the experience helps build trust, as parents feel seen and heard from the very beginning.

After the class, follow-up communications can offer further insight into the child’s potential fit for the program, and secure registration can be easily completed, creating a seamless transition into becoming part of the Footnotes community.

Trust the Pros

The studio's credibility is firmly rooted in Lauren’s extensive background, which includes her degree from one of the country’s top dance programs at VCU, where she was trained by renowned instructors, and her professional touring experience with a respected dance company.

This foundation has shaped her approach to teaching, instilling both technical expertise and a deep passion for the arts in her students. Every instructor at Footnotes is highly qualified, with each holding a Bachelor of Fine Arts (BFA) in Fine Arts, ensuring that the students receive top-tier training from individuals who understand the intricacies of dance and artistic development.

This dedication to quality instruction is reflected in the success of Footnotes’ students, some of whom have gone on to excel professionally in the arts, whether in dance, theater, or other creative fields. The studio's track record of producing talented, well-rounded artists is a testament to its commitment to excellence and its ability to nurture talent at every level.

Triggers

At Footnotes Dance, every child’s progress tells a unique story, and the studio has the perfect opportunity to celebrate those "Footnote Moments." Parents are invited to capture and share their child’s key "Footnote Moment" milestones in dance, like their first leap, a breakthrough performance, or their growth in confidence with a personalized progress certificate.

Parents could photograph these moments with the special certificate in hand, creating a visual story of their child’s dance journey. This fun twist on the name encourages organic sharing, allowing parents to document their child’s artistic development while boosting the studio's visibility on social media.

Closing the Deal

After attending a free trial class, Lauren sits down with the family, discusses class options and helps them register on the spot. She ensures they are well-informed about what to expect and what the specific family needs.

Parents leave with a QR code to access the website directly where they can find additional resources like clothing recommendations or links to purchase attire.