A Premier Ballet Experience, Now Closer than Ever
When Texas Ballet Theater (TBT) opened its first true Dallas school location in the prestigious Preston Center area, the stakes were high. Schaefer was tasked with building awareness, driving pre-registration, and establishing the new location as the premier choice for ballet training in Dallas.
Changing Perceptions Through Storytelling
The challenge went beyond announcing a new school. Many local parents believed TBT was “too far” or “too advanced” for their children. Additionally, TBT wanted to expand its reach to include adult ballet and fitness classes, appealing to a broader demographic of dance enthusiasts in Dallas.
Schaefer developed messaging that emphasized accessibility, warmth, and opportunity—without losing the prestige of the TBT brand. We positioned TBT as:
- Local and convenient to the Dallas-proper community.
- A welcoming, growth-oriented environment for young dancers.
- A unique destination for adults seeking high-quality dance and fitness training.
Executing a High-Impact, Integrated Campaign
Schaefer executed a full-funnel campaign designed to reach parents in a hyper-local radius of the new Dallas location. Media channels included:
- Paid Search (Google) to capture high-intent parents searching for dance programs.
- Paid Social (Facebook, Instagram & TikTok) with lookalike and interest-based targeting to reach dance moms where they spend their time.
- Local Publication Partnerships (DFW Child, PaperCity, CultureMap) to build credibility and visibility in trusted community outlets.
- Print Mailers & Window Signage to reinforce the message in the physical community.
The creative featured aspirational yet approachable visuals of young dancers, paired with clear calls to action to “Enroll Now” and messaging around TBT’s welcoming environment and professional training edge.
Capturing Attention and Driving Action
The results spoke volumes:
- 26,269 total sessions (+2,023.6%) and 20,501 new users (+6,621.6%).
- 10,632 engaged sessions (+1,056.9%).
- 1,232 “Enroll Now” clicks generated directly from campaign efforts.
- 1.6M impressions and 26.8K clicks with a 42.8% engagement rate.
- Paid social (especially Facebook) drove over half of total website traffic, while search ads captured new audiences searching for non-brand dance terms.
Building Momentum, Expanding Reach
By strategically shifting perceptions and expanding programming to include adults, Schaefer transformed the launch of TBT’s Dallas school into a momentum-building success. The campaign didn’t just increase enrollment—it positioned TBT as a local leader in ballet education and adult fitness, building awareness of the school as a welcoming hub for dancers of all ages. The TBT Dallas launch proved that when insightful strategy meets powerful creative, the results go far beyond clicks—they reshape perceptions, drive action, and create lasting brand loyalty, turning a new location into a must-join destination for the community.
