Team 4

Dyuman Bhatt, Albert Chiang

Frances Sun, Konnie Nguyen, Christine Yeung

•Founded by Oanh Tretter, Director, in 1987•Located in Campbell, CA•Employees: 21 part-time teachers•Value-proposition:

• Provide a warm, social environment where people can learn to dance and perform in a professional production

•Target Market:• Females at the age of 21-32, working

professionals with disposable income•Competitors:

• Dance studios in the vicinity. Eg: Dance Attack, Dance Effects and Wicked Dance Productions

Company History

Current Marketing

• Word-of-mouth – Yelp, Facebook

• Groupon, Living Social, Trubates

• Promotions: $5 All you can dance Saturday, Free Workshops

• Dance Performances

Current Website

Revamped Website

New Customer Micrositehttp://arieldanceproductions.weebly.com/

Total emails sent: 1,120# delivered: 929Bounce rate: 17.1%

Unique open: 21.8%Unique click-thru: 5.6%62 unique clicks

Click breakdown:50% “get free classes”40% “T&Cs”6% “refer a friend”4% “facebook page”

Takeaways:1) Need a cleaner list!2) Place CTAs in ranking order

Email Marketing

Email Sales Funnel

1,120 Emails Sent

202 Emails Opened

62 Emails Clicked on an CTA

4 New Customers

CPA: $0!

Google Ads Parameters

Ad :

Key Words:

“hip hop dance classes”“hip hop dance lessons”“dance studio bay area”bay area adult hip hop dance lessons

Budget

Google Ads Parameters

Ad :

Keywords:

Budget

$10 / Day Maximum $2.5 CPC Maximum

Google Sales Funnel

50,095 Ad Impressions

36 Clicks ($1.61 CPC)

0 New Customers

CPA: Null

Facebook Pages

• 3 separate Facebook page

– 1 Group Page

• Recently taken down per our recommendation

– 1 Company Page

• 314 Likes

– 1 Personal Account

• 270 Friends

Facebook Ads Parameters

• Split A/B Test

• Demographics

• Women Age 16-32

• Men Age 24-40

• Bid

• $25 per Ad over a 5-day period

• $0.55 CPC Max

Facebook Ads Results

• Campaign 1

• Campaign 2

Facebook Sales Funnel

24,747 Ad Impressions

3 Clicks ($0.51CPC)

2 New Customers

CPA: $0.77!

3 Month Plan

1. Make improvements to the website- Focus on viral marketing tools-Add a newsletter sign up on the home page.

2. Conduct SEO so that her business will appear higher in the organic search results on Google.

3. Consolidate the 3 existing Facebook pages into one.-Reduces confusion for current fans and customers.-Increases effectiveness of Facebook campaigns-Build a loyal customer base.

Golden Nugget

“You want customers? You can’t handle customers!”