surge dance center

Simarpreet Walia | Kevin Brown | Kiana Luke Hannah Cruver | Cooper Cutler | Yam Yeung

Table of Contents

Surge - Kiana(Executive Summary)

Brief Overview - Kiana

Mission Statement - Kiana

Social Media Presence - Simar

SWOT Analysis - Hannah

Goals - Hannah

People - Cooper

Content - Cooper

Platforms/Tools - Simar

Planning - Kevin

Analyzing - Kevin

Manage - Tony

Surge Intro• The Surge Dance Center is well liked and known through the Pierce and King

county community, but lacks in their online presence

• Facebook, Instagram, Twitter, YouTube, and website

• Determined their strengths, weaknesses, opportunities, and threats

• Research to increase traffic for their social media sites

• To continue to grow as a business we believe it is important to have success on each of their social media platforms

Brief Overview• Located in Lake Tapps, WA

• Owned by Joe and Annalise Espinosa

• Offer classes in jazz, tap, ballet, lyrical, hip hop, tumbling, musical theater, and

stretch and strengthening

• Voltage Competition team

Mission Statement“The Surge Dance Center aims to provide dance lovers professionals and positive dance training in order to to exert their full potential”

Social Media Presence • Facebook: 1300+ likes with 1100+ people geotagging the studio locations

• Instagram: 1100+ followers

o 500+ posts but inconsistent posting schedule

Image Credit: https://socialmediaclub.org/wp-content/uploads/2016/04/Social-Media-Graphic.jpg

Social Media Presence • Website: Fully functional showing current events, and updated content

• Youtube: Each video averages 1000+ views

• Twitter: smallest following with only 97 followers and little to no interaction

Image Credit: https://socialmediaclub.org/wp-content/uploads/2016/04/Social-Media-Graphic.jpg

SWOT Analysis Strengths

• Easy to use

• Cost efficient

• Ability to reach a large market

• Ability to communicate with audience & aspiring students

• Expands network of students

• Sharing of photos and videos

Weaknesses

• Requires constant upkeep

• Website functionality

• Amount of followers

• Unequal updates on each platform

• Twitter does not come up on Google search

• Few likes/shares

SWOT AnalysisOpportunities

• Expanding followers

• Self promotion

• Ability to see competition

• Quick updates/response from followers

• Ability to network with potential teachers

• Expand to dancers across the state

Threats

• Local competition also on social media

• Public information available to competitors

• Possibility of spam

• Others have access to post negative remarks

• High competition

Goals• Develop a social media presence across YouTube and Instagram with 2000

followers on each platform by July 2017o Post regular updates

o Update company website with all social media links

o Ask for feedback from audience

• Increase likes, comments and followers on YouTube and Instagram by 50% by July 2017o Create a unique Hashtag for Surge

o Create more engaging content

o Actively respond to users

Goals

• Increase the audience on The Surge Dance Center’s YouTube web series “Surge TV” up to 1500 viewers by the end of season 3.

o Create a schedule for the “Surge TV” so that users can follow the show.

o Make the YouTube channel more engaging to YouTube users allowing them to leave feedback, join contests and vote on most liked dancers

People

• Men, Women & Children

• Personas

• Greater Tacoma Area

• Age 3-49

Target Group

PeopleTarget Group Needs

• Youtube, Facebook & Instagram

• Promotions

• Moniter

• Feedback

Resources

• Surge Staff

• New Hire

• Outsourcing

ContentYoutube

• Dance tutorials

• Routines

• Shows/Events

Instagram

• Sneak Peaks

• Clips

• Team/Member photos

• Advertising Events

Tools/Platforms • Two main tools YouTube and Instagram managed by Social Media employee

• YouTube - Best video sharing platform to reach millennial audience

• Surge TV - Weekly YouTube dance series to increase brand awareness

• Instagram - Leverage current audience to cross promote other social media platformso Short videos about current events and photos to increase interaction

Image credit: http://www.ignitesocialmedia.com/wp-content/uploads/2016/04/social-media-tools-11-300x300.jpg

Planning1. Create budget for Instagram and YouTube2. Hire intern/entry level position to manage social

media (administrative position)3. Research and analyze target groups and

audience on both platforms4. Create schedule for content postings5. Create/post videos, pictures, etc.6. Monitor engagement (progress, reply to users,

create hashtag, etc)

One Full time Employee• $15.00 Per Hour• $31,200 Per Year• $1,000 For Equipment (Video camera, Camera, Laptop) • Unknown Cost for advertising

Roles: ➔ Content Collection➔ Technical Support ➔ Content Developer ➔ Communications Director ➔ Advertising

Budget and players/roles Brief Project Plan:

AnalyzingGoal 1: Develop a social media presence across YouTube and Instagram with 2000 followers on each platform by July 2017.

- # of followers our social media attains for each social network.

Goal 2: Increase likes, comments and followers on Youtube and Instagram by 50% by July 2017.

- # of likes, comments, and followers we’re able to get by July 2017 in comparison to Surge’s current number of engagement on Youtube and Instagram.

Goal 3: Increase the audience on The Surge Dance Center’s Youtube web series “Surge TV” up to 1500 viewers by the end of season 3.

- # of views on video, likes and dislikes on video, comments, and subscribers to channel.

Key Performance Indicators

Analyzing

Generate Traffic

➔ Third-party marketing agency for ad space on Instagram and Youtube.

➔ Create an ad campaign that will push users to both social network platforms.

➔ “Challenge”, Surge could offer free dance lessons to a participant in the challenge. The challenge would require users to engage with posts, share posts, like, and comment on the challenge which will generate traffic and increase Surge’s reach.

ManageWe use AgoraPulse to monitor Surge social media

• Link up all the social media account in one software

• Weekly report

• Schedule post

• Cost $49 per month

ManageWe use Google Analytics to manage social media

• Monitor website traffic

• Revenue that ads on the website bring in

• Analytic report

• Able to identify which link visitor click most

• Free of charge !

Our Next Step • Maintain and Grow the social media networks

o Updating content weekly (Promotions, Contests)

o Video content will be uploaded on YouTube

• Video Content is about:

o Behind the scenes

o Conversations with the instructor giving extra tips to improve.

Thank You!