Valentina Bagala and Rafael Savino held their studio's very first registration at a Subway. "We didn't even have an office," says Bagala, who heads the artistic side of Ascendance Studio in Doral, Florida. "This lady called us over the phone, and we said, 'OK, we can take your registration. Would you mind meeting us at the Subway that's downstairs from our studio?'"

Now, five years later, Ascendance is thriving, with a growing competitive team, a 5,000-square-foot space and 300 students—one of whom is the same dancer who was registered in that Subway. Today, registration mostly happens online, as do many of Ascendance's processes—attendance, billing, e-mail marketing campaigns—thanks to Savino, who heads the studio's marketing, finances and administration. To what do Bagala and Savino credit their impressive growth? Digital advertising. Despite working in an industry where many still rely on old-school methods of operation—manual registration, tuition paid in person by cash or check, fliers handed out in parking lots—they took the plunge to modernize their advertising strategy and found it a game changer for their studio.

Slow, but consistent

Bagala and Savino admit Ascendance got off to a rocky start. They rented space from a fitness studio for three months. "We didn't get the best schedule," says Bagala, who could only rent the space by the hour when it wasn't being used. Still, she managed to amass 25 students. Eventually, she found a small, 550-square-foot space of her own in a shopping center. "I remember for our first classes, we would have people who were supposed to show up but didn't," says Savino. "If we had one student in class, we had to teach to that student. That happened multiple times."

When two more spaces became available in the same shopping center, the couple grabbed them, despite the inconvenience of the units not being connected. "You had to step outside," says Bagala. "It wasn't very comfortable."

"The fliers weren't working."

With more space came more responsibility—to increase enrollment. They had been passing out fliers at nearby schools, but that approach, Savino says, "became unscalable. That's when I started looking at digital advertising." He didn't have much money to spend on it—his budget was $5/day—but he began looking into advertising on Google. He also enrolled in a local digital marketing course at nearby Miami-Dade College. "That gave me strategy," he says.

His most successful venture has been with Google's AdWords. With this advertising strategy, business owners create a search ad. (Search ads appear above Google search results when people look for local services the business offers.) The Ascendance search ad, for example, includes the studio website and phone number, plus: "Dance classes for kids. All ages and styles. Try a free class today." Then, you choose keywords—the words or phrases potential customers might type into their browser—and set a daily budget for how much you'd like to "bid" on each keyword. You're charged only if users click your link. During his first AdWords campaign, Savino often bid less than $1 on keywords like "ballet classes," "hip-hop classes," "jazz" and "dance studio."

How much you bid affects in what order your search ad appears among other businesses. But a business with more money to spend on keywords won't automatically see their ad pop up first. Multiple factors—keyword bidding price, how long a user stays on your website, your click-through rate—determine what's called your quality score. And it's your quality score, ultimately, that decides in what order your ad appears on Google.

"For example, let's say there's a huge competitor who's bidding $10 a keyword, while I'm only bidding $1," says Savino. "Google is tracking everything. If users stay on my website for a while and don't click the back button to get back to the search page, Google knows my website is relevant and a good experience." That increases his quality score and gives his search ad odds a boost.

Experimenting, wisely

Savino ran his initial AdWords campaign for about a month in 2013, starting in mid-September—prime back-to-school time. Each week, he wound up getting 10-plus interested customers. He offered each a free trial class. Of that weekly number, more than 80 percent enrolled in classes. By the time the campaign was over, Ascendance had 45 new students. And it all cost him less than $150. Though he risked spending more than his daily allotted $5, he knew it would pay off in increased enrollment.

As they became more comfortable with AdWords, the couple experimented. Bagala asked her mom what words she would use to search if, for example, she were looking for ballet classes for a 5-year-old. Her responses became part of their strategy: "ballet classes in Doral," "dance classes in Doral," "dance studio in Doral." They also interviewed parents of new students, asking 'How did you hear about us?' "If they said, 'Google,'" says Savino, "we'd ask if they remembered what they typed."

Now his daily budget is $20, though he's careful to time campaigns with high-enrollment periods. "During back-to-school season, August and September, I know a lot of people are going to be looking for classes," he says. "But I also know that January is another high-enrollment period—that's when we see an uptick in our baby program. Those moms are operating on a calendar year, not a studio year."

When Google came to town

Last spring, Google itself took an interest in Ascendance, and it featured Savino and Bagala in a national video campaign as a small-business case study. Of particular interest was the studio's dual advertising campaigns: one in English and one in Spanish. Savino and Bagala are bilingual, and their community is largely Spanish-speaking—so they capitalized on that. "Since we were advertising in Spanish," says Savino, "those people were sure that they were going to come through our door and someone would be here who would speak their language."

Of course, digital advertising can only take a studio so far. You have to follow through with a great product—and that, Savino says, is Valentina's greatest contribution to the business. "At the end of the day, if the product isn't good, people are simply going to leave," he says. "She's the heartbeat of the studio."

The Conversation
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When it comes to running a thriving dance studio, Cindy Clough knows what she's talking about. As executive director of Just For Kix and a studio owner for more than four decades, she's all too aware of the unique challenges the job presents, from teaching to scheduling to managing employees and clients.

Here, Clough shares her best advice for new studio owners, and the answers to some common questions that come up when you're getting started.

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Unsplash

Facebook. Twitter. Instagram. Snapchat. The list goes on—and you have to decide not only what type of presence you'll have on each platform, but also whether you and your faculty will network with students and family members. How can you set boundaries for yourself and your faculty on social media?

The easiest option may be to prohibit these interactions entirely. At the Harid Conservatory in Boca Raton, Florida, staff and faculty may not "friend" or otherwise connect with current students or those under the age of 18 on social media, explains Gordon Wright, Harid's executive vice president and director.

At the Dance Zone in Henderson, Nevada, the handbook states that social media should be handled "in a professional manner." Owner Jami Artiga encourages students and faculty to share photos and tag the studio, but prefers not to "friend" kids from her personal account. "Of course, my son dances at the studio, and we have teachers with kids who go here, so sometimes the line gets blurry," she says.

Robin Dawn Ryan of the Robin Dawn Academy in Cape Coral, FL, also has a few students on her Facebook friend list, "but I don't put a lot about my personal life on the site," she says. She uses the platform more to keep track of what dancers and their parents are posting about the studio. "If they put up something they shouldn't," she says, whether that's a bullying post or an unflattering image, "I'll ask them to take it down."

Ryan tends to keep her social-media shout-outs generic: "So proud of this year's graduates!" and "Our dancers looked beautiful at prom!" That way, she can show support without spending hours online or worrying about missing any one student's achievement.

Dancer Health
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When ballet star David Hallberg sought out the medical team at The Australian Ballet to help him recover from his ankle surgeries, one of the things rehabilitation specialist Megan Connelly had him learn was to jump from his hips. By doing so, he learned to put less stress on his lower legs and feet and access the powerhouse group of muscles surrounding the hips, most commonly referred to as the glutes. While many parts of his rehab were particular to him, understanding how to properly engage the glutes is something many professional and pre-professional dancers can stand to gain from.

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Studio Owners
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Many a studio owner might agree that the idea of maternity leave is laughable. "So many people say, 'I was back after two weeks—we had a competition,'" says Meagan Ziebarth, a former owner who sold her studio two years ago. "If that works for you, and you feel great, wonderful. But I feel passionately that having a baby is one of the most transformational life events, and you don't need to put that kind of pressure on yourself and accept that that's the norm."

So how can you take the maternity leave you want and make sure your studio doesn't run itself into the ground? We asked three who did it for their best advice—including what they wish they'd done differently.

Be OK With Crazy

Suzana Stankovic and Natalia.

Suzana Stankovic
Wild Heart Performing Arts Studio
Astoria, New York
Enrollment: 500 (drop-in)
2 years in business

Suzana Stankovic signed the lease on her New York studio a mere 10 days before she gave birth to her first child. The space she'd been renting hourly for private and group lessons unexpectedly became available for a lease takeover, and, despite the timing, it felt like the right decision. "I said, 'This is happening for a reason,'" she says.

For the first two months after her baby was born, Stankovic recovered (she'd had a C-section). She held a soft opening in mid-November (2 1/2 months postdelivery) for existing students and officially opened her studio—with a drop-in class format—to the public the following January (4 months postdelivery).

  • Figure out your childcare. "It's the most important thing. You've got to figure that out, whether that means visiting daycare centers and finding one you're comfortable with or involving your entire family," she says. Stankovic's parents are retired and live near her, luckily, so they became her nannies. "That's the major reason I was able to do this," she says.
  • Expect to feel different after giving birth. "When I had my baby, and it came time to leave her and go to work, it was very, very difficult," says Stankovic. "I wasn't prepared for that. I was texting my mother constantly: 'Is she OK? Did she have her milk? Is she colicky?' It was hard to be fully present, initially. Be prepared for the effects of sleep deprivation and not eating well and the postpartum blues."
  • Have a support system in place. That's how Stankovic got through the roughest times, postbirth. "Have a friend or your husband or partner," she says. "And know that the very difficult times are temporary. They do abate. And if they don't, there are resources. There's help out there."
  • Be OK with crazy. "I would plan my lesson and do my combos in the shower," she says. "On my way to the studio, I'd finish up my grand allégro in my head. I'd send e-mails in the middle of changing her diaper—I'd write two sentences, change the diaper, write two more, then hit send." The result of so much multitasking? "I realized, 'Wow, I can do so much more than I thought I could,'" says Stankovic. "I'm ready for anything."
Dance Teacher Tips
International performer Joy Womack balances flexibility and strength to maintain her turnout. Photo by Quinn Wharton for Pointe.

Turnout is one of the defining characteristics of classical ballet and the foundation of your technique, but the deceptively simple concept of external rotation can be hard to execute. For those born with hip joints that don't naturally make a tight fifth position, it's tempting to take shortcuts in the quest for more rotation, but you'll end up with weaker technique and a higher risk of injury. We asked top teachers and physical therapists to break down the meaning of turnout and offer safe ways to maximize your range.

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In our not-so-humble opinion, dancers and dogs should rule the world. So, it shouldn't come as much of a surprise to hear that we are positively obsessed with all things that are dog and dance at the same time. Namely, puppies dressed up in tutus. OMG—so cute!

We couldn't keep our knowledge of this perfect combination of dreaminess to ourselves. So we decided to share with you some tutu-wearing dogs from Instagram that we will never get over.

You're welcome!

Get ready to experience a level of cuteness that is almost too much to handle, ladies and gentlemen!

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FreeVerse photography, courtesy of Quenga

As a hula instructor at the 92nd Street Y in New York City, Hawaii native Kaina Quenga is committed to sharing the traditional dances and culture of Polynesia with the people of the Big Apple. Through training with famed kuma hula (master teacher) Johnny Lum Ho of Halau O Ka Ua Kani Lehua, Quenga developed a respect for and understanding of the artform that has carried her through the nearly 20 years of her professional career.

In spite of her success as a teacher at 92nd Street Y (she also teaches at Concourse House Day Care in the Bronx and Spoke the Hub Dancing in Brooklyn, and offers free classes in various parks around NYC during the spring and summer), Quenga never anticipated becoming an educator. "I really just lucked into it—I'm not a kuma hula," she says. One can only become an official hula master teacher when their own kuma hula bequeaths knowledge to them through a formal ceremonial ritual after years of training. "But when I came to New York, everyone kept asking me if I would teach classes. There was a need for it. So I started teaching the basics."

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Q: I'm an older dancer/teacher and have some pain under my heel bone and Achilles tendon. I feel it most in the mornings and when I'm walking down stairs. Would wearing teacher shoes with heels help me?

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Carol Channing in the original 1964 production of Hello, Dolly! Photo by Eileen Darby, courtesy of DM Archives

The inimitable Carol Channing, best known for her role as the titular Hello, Dolly!, passed away today at 97.

Though she became a three-time Tony winner, Channing was born in Seattle, far from the Great White Way, in 1921. After growing up in San Francisco, she attended the famed Bennington College, studying dance and drama. She later told the university, "What Bennington allows you to do is develop the thing you're going to do anyway, over everybody's dead body." For Channing, that meant decades of fiery, comical performances, bursting with energy.

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Here at Dance Media, we think everyone's list of New Year's resolutions should include reading more 💁♀️. And aside from reading Dance Teacher magazine (which should, of course, be a resolution in and of itself), we recommend some seriously wonderful dancer memoirs.

Here are three interesting books we think you should check out (or re-check out) in 2019!

Share your favorite dancer memoirs in our comment section! We can't wait to hear what you're reading!

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When it comes to Broadway, Becca Petersen does it all. Not only is she a swing learning multiple roles for Mean Girls on Broadway as well as understudy for the principal roles of Cady Heron and Regina George, but she also plays an administrative role as the assistant dance captain. When she's not onstage dancing one of the 10 different tracks she covers, or acting out two of Broadway's most notorious mean ladies, she's in the audience, taking notes in order to clean choreography in the next rehearsal. "Once the show opens and the creative team leaves, the dance captains, stage managers and associates keep things running," Petersen says. "I help teach choreography to newcomers when there is turnover and make sure the dancing looks good from day to day."

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Think back to your newbie dancer days. Can you remember your introduction to spotting? It might've involved staring hard at your own reflection in the mirror as you wrestled with your first pirouette. Or maybe your teacher had you put your hands on your shoulders as you attempted a series of half-chaînés across the floor.

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