Case study

Dance/NYC, a non-profit focused on equity and inclusion in the New York City dance scene

The goal

They wanted to increase attendance to their annual symposium which dove into the topics of growing diversity, equity, and inclusion in the workforce, increasing dance education, addressing the challenge of affordability, and driving interagency cooperation, among others.

The solution

How can New Yorkers, by working together and across sectors, act now to advance the art form and more than 1,200+ dance makers and companies in the metropolitan area? And how can the art form contribute to the future of all New Yorkers?

I proposed that we run a full-scale, multi-touch point marketing strategy that utilizes Facebook, Instagram, and email to boost attendance at the event.

The results

We ran a 4-month campaign that included paid social media advertisements, organic social media posts, and e-mail marketing campaigns. We doubled attendance to the event to the tune of 7x ROI.

Event Attendance

People reached

Return on Investment

Cost per action ($)