This project was created for the Social Media Marketing class at Full Sail University. (Disclaimer: This is just a mock campaign. Any use of public figures, student names, information etc is for purely educational purposes and are not associated.)

1. Campaign Goals for
Gulfshore Ballet
Social Media Marketing – Full Sail University – December
2021

2. About Gulfshore
Ballet
• Gulfshore Ballet is a not-for-
profit school of classical ballet
located in Southwest Florida
(Fort Myers, FL).
• The school has internationally
acclaimed teaching faculty and
the training combines Cuban,
American and Russian
techniques.
• Gulfshore Ballet is currently
celebrating 20 years of
business.

3. Gulfshore Ballet:
Target Market
• Gulfshore Ballet target
market consists
primarily of female,
student-aged (5-18)
individuals and their
parents.

4. Customer Segments
Gulfshore Ballet will need to appeal to the following customer
segments:
• Parents of young aspiring ballet students, both male and
female, aged 5-8, who are looking for local professional
training.
• Young adult women, aged 14-18, who are graduating from
high school soon that are looking to enter the professional
dance scene post-high school.
• Adult women, aged 35-55 who are looking to begin ballet
training casually for the first time.

5. Customer Profile Example #1
Katrina Baker
(Daughter: Willow
Baker)
Stay at Home Mother/Beauty
Sales Consultant
• Demographics
• Early 30s
• Gender: Female
• College Graduate
•Married with two small children
•Upper middle-class income
• Travels locally 1-2 times per month
for Beauty Sales Consultant meetings
• Buying Habits
• Makes methodical purchasing
decisions for her family.
• Uses her mobile phone as well as
laptop computer for online purchases
via social media and major online
retailers
• Primary social media platforms
include: Facebook, Instagram and
Pinterest.
•Modest number of followers,
primarily used for Beauty Sales
Consultant contacts
• Psychographics
• Methodical Customer Persona
• Values family above all
• Primary focus is taking care of the
household and raising the children
• Detail oriented and committed
• Interests include dance, beauty,
family matters and DIY
• Content & Messaging
• Appeal to the Methodical
Customer Persona by offering
detailed programs and training
outlines/timelines.
•Offer ways for parents to get
involved in their children’s ballet
training
•Encourage free placement class

6. Customer Profile Example #2
Name: Lynn Mendoza
Student: Senior Year High School
• Demographics
• Women
•Young adult, 14-18
• Upcoming High School graduate
• Student, Dependent
• Single; no children
• Travels 5-6 times per year for
performances and training.
• Buying Habits
• Makes methodical decisions
regarding her incoming future as
an adult
• Uses her mobile phone to make
purchases and connect with
friends, teachers, etc.
• Regular social media user,
primarily Instagram, Pinterest and
TikTok
•Thousands of followers on
various platforms, dance fashion
influencer
• Psychographics
• Competitive Persona Type
• Friends and Family oriented
• Busy lifestyle, frequent
training and school
• Dedicated and hardworking
• Interested in dance and social
movements
• Content & Messaging
• Appeal to competitive nature
by offering extensive, top-
notch training.
•Offer social aspects for more
involvement within the school

7. Customer Profile Example #3
Joan McIntosh
Retired Teacher
• Demographics
• Early 50s
• Masters in Early Childhood
Education
• Retired
• Married with 3 adult children
• Travels 2-3 times per month for
state travel blog
• Buying Habits
• Makes a majority of the household
purchases
• Makes regular purchases through
shopping television channels and via
Facebook Advertisements
• Facebook is her primary social
media channel
•Small amount of followers, mostly
Family and close friends
• Psychographics
• Humanistic Customer Persona
• Values quality and detail
• Discovering new hobbies and skills
upon exit from the workforce
• Relaxed and Carefree
• Interests include writing
travel/experience blog, volunteering,
and the fine arts
• Content & Messaging
• Appeal to the Humanistic
Customer Persona by offering hands
on training and real-time help.
•Ensure that she understands staff
is there should she need help

8. Primary Goal: Lead
Generation
• The primary goal of the social media
campaign is to generate interest in
enrolling in the various levels of ballet
schooling that Gulfshore Ballet has to
offer.
• We have decided upon this goal to
work on bringing in more potential
students because we have seen a decline
in new and continuous enrollment.

9. Secondary Goal: Social
Proof/Credibility
• The secondary goal of campaign is
increase engagement (likes, follows,
comments and shares) on Facebook,
Instagram and TikTok.
• We have decided upon this goal to
increase awareness about the school and
what Gulfshore Ballet has to offer. This
also goes hand-in-hand with generating
leads in order to obtain more long-term
students.

10. Primary Call to Action (CTA #1)
• The primary Call to Action will be to sign-up for a new e-newsletter, starting in
February 2022, that will be going out monthly.
• The e-newsletter will showcase what is in store for the current month such as
events, fundraisers, classes etc. as well as early access to information about
upcoming master classes, raffles and giveaways.
• Additionally, there will be a free week of class given to those who are not currently
students that opt-in (and give general information such as name, email, age of
student, only mandatory for the free week of class) to the newsletter.
• This CTA will be presented on three social media sites (Instagram, Facebook and
TikTok) as well as on the homepage of the company website.

11. Secondary Call to Action (CTA #2)
• Invite students (and potential students) to comment on the #SetTheBarre
campaign posts.
• The #SetTheBarre campaign will focus on what it means to dedicate
yourself as a ballet dancer (or future ballet dancer) as well as what you are
doing to #SetTheBarre for the dance community.
• The company will encourage social media users to comment, share, and
create their own posts using #SetTheBarre.

12. Social Media
Channel 1:
Instagram
• Gulfshore Ballet’s primary
channel is Instagram.
• Currently this channel is
one of the best ways to
showcase visual and
artistic content.
• Gulfshore Ballet’s
Instagram is at roughly 1k
followers.

13. Social Media
Channel 2:
Facebook
• Gulfshore Ballet’s
secondary social media
channel is Facebook.
• This channel has roughly
2.5k followers but less
engagement than other
channels.
• This channel is necessary
for relaying information
and showcasing the talent
and training within the
school.

14. Social Media
Channel 3: TikTok
• TikTok would be a new
addition to the channels
that Gulfshore Ballet is
using.
• This channel is popular
among younger audiences.
• Dance is TikTok’s primary
form of content.
• Fantastic way to showcase
various trainings, clips, etc.
from the day-to-day
activities of the school.

15. Metrics
• For our primary goal, Gulfshore Ballet will be
measuring leads. This means we will be measuring
the amount of email sign-ups and full contact form
sign-ups for the newsletter.
• By measuring the amount of leads we receive, we will
get a better understanding of the interest in the school
as well as a means to contact potential future students.
• For our secondary goal, Gulfshore Ballet will be
measuring new followers gained as well as the
Applause Rate (ApR) of our posts. We will be
looking at likes, comments and shares.
• By measuring ApR, we can track engagement and see
which posts are successful and continue to produce
posts of the same caliber to nurture positive
engagement.

16. Competitor Overview #1:
G-Force Dance Company
• G-Force Dance Company is located in Fort
Myers, FL and offers a range of classes for
different styles, including ballet.
• G-Force Dance Company offers similar
ballet classes to Gulfshore Ballet in terms of
age range and skill level.
• This company is mostly active on Facebook
and Instagram and the follower counts are as
follows:
• Facebook: 1,478
• Instagram: 1,174

17. G-Force Dance Company:
Social Media Engagement
• Using the Phlanx Instagram
engagement calculator we found
that this company’s engagement
rate was at 5.22% as compared to
Gulfshore Ballet’s 5.72%.
• We can see that G-Force Dance
Company has roughly the same
engagement on Instagram as
Gulfshore Ballet does.

18. G-Force Dance Company:
Social Media Content
• G-Force Dance Company does not just focus on one form of
dance. This leads to a more diverse collection of content on
their social media.
• G-Force posts content that includes:
• Competition Pictures
• Class Pictures
• Holiday Updates
• Student Graduation Updates
• Master Class Announcements

19. Competitor Overview #2:
Maranatha Dance
• Maranatha Dance is located in Cape Coral, FL
(located just outside Fort Myers, FL).
• Like G-Force dance, Maranatha Dance offers
multiple styles of dance classes in addition to
Ballet.
• Maranatha Dance offers classes similar to
Gulfshore Ballet in terms of accepted age range.
• Maranatha Dance is relatively active on Instagram
and Facebook. The company’s follower count is as
follows:
• Facebook: 2,091
• Instagram: 195

20. Maranatha Dance:
Social Media
Engagement
• Maranatha Dance is not as active on
our primarily focused social media
platform, Instagram. Instead, they
get more interaction and a larger
following on Facebook.
• In order to take a better look at the
engagement of Maranatha Dance we
have chose to judge the engagement
rate of their more popular platform
Facebook. Based on this we can see
that they have am engagement rate
of 0.92% as opposed to Gulfshore
Ballet’s 0.05%.

21. Maranatha Dance:
Social Media Content
• Maranatha Dance appears to be a faith-based dance school that specializes
in various forms of dance. Like our other competitor this leads to a diverse
content collection.
• Some of the content that Maranatha Dance posts on their platforms
include:
• Themed dance class announcements
• Class pictures and videos
• Faith based posts (scripture and more)
• New class offerings
• Tour and competition highlights

22. Instagram Campaign
Example #1:
The Joffrey Ballet
• The Joffrey Ballet in Chicago
successfully created a video that
focused on not being able to attend
ballet performances last year while
inviting their audience to come back
and experience what makes this time
of the year so special.
• In the video, they shared that there
was something missing last year.
Throughout the video they captivate
their audience with magical music
and curiosity leaving you hanging on
each thought and word. At the end
of the video, they announce that the
magic that was missing is back.
• This video saw success by gaining
2,113 views in just one day and saw
fans commenting about the beauty
of the video and the excitement to
be able to attend live ballet
performances again.

23. Instagram Campaign
Example #2:
Dove –
Project #ShowUs
• Dove created a campaign titled
#ShowUs, which encouraged
women to spread body positivity
and share pictures that were
unedited, unfiltered and offer an
inclusive vision of beauty.
• This use of User Generated
Content (UGC) came together to
become the worlds largest stock
photo library created by women.
• This campaign would be similar
to our #SetTheBarre campaign,
which would encourage followers
to share pictures, videos and
stories about their dance journey.

24. Facebook Campaign
Example #1:
Adore Me –
Self Love Vibes
• Adore Me, created a Valentine’s
Day campaign that focused on
self love.
• In this campaign, they focused
heavily on UGC to create a
campaign focused towards
women that was women led.
• This campaign mixed various
lingerie looks (allowing the
women to easily shop the
different looks) with inspiring
messages leading to a successful
engaging campaign.

25. Facebook Campaign
Example #2:
Always –
#LikeAGirl
• In 2014, Always created a video that
shows how the phrase #LikeAGirl
changed as we got older and inturn
became a negative phrase.
• Always took this phrase and made
an attempt to turn it around into
something that we should be proud
of.
• Always saw success with this
campaign on Facebook and Youtube
with the video having almost 70
million views on Youtube alone.
• This was a campaign that was near
and dear to the lives of many and
evoked strong emotions.

26. TikTok Campaign Example #1:
Gymshark-
66 Days: Change Your Life
Challenge
• Gymshark engaged its followers
by asking them to set a personal
goal that they wanted to achieve
in 66 days.
• Gymshark gave the users
incentive to participate by
offering a year’s supply of
Gymshark goods to the winner.
• This campaign was ultimately
very successful and ended with
the hashtag #gymshark66
having 45.5 million views.

27. TikTok Campaign
Example #2:
Chipotle’s GuacDance
• Chipotle took advantage
of National Avocado Day
by asking their audience to
create a dance that would
allow them to get free
guacamole on National
Avocado Day.
• Chipotle Partnered with
influencers to help the
campaign gain traction
resulting in the hashtag
having over 1 billion
views.

28. Instagram Content
• For Instagram, Gulfshore Ballet will post various types of content such as:
• Performance clips
• Live class clips
• Behind-the-scenes of classes and performances
• Performance promotional flyers
• Professionally done pictures of students that students have submitted as well as pictures
that staff has taken
•

29. Facebook Content
• For Facebook, Gulfshore Ballet will post various types of content including:
• Ballet Fundamentals articles
• Ballet Infographics, this could include topics such as “How to make the perfect
Ballerina Bun”
• Performance promotional flyers
• School news updates such as closures, class changes etc

30. TikTok Content
• For TikTok Gulfshore Ballet will post various types of content such as:
• “Did you know?” Ballet themed videos
• Behind-the-scenes videos on the life of a ballet student, teacher etc
• Participate in various trends that resonate with the Gulfshore Ballet brand

31. Gulfshore Ballet:
#SetTheBarre Campaign
• The #SetTheBarre campaign will be centered around promoting User
Generated Content (UGC).
• This campaign will be used on the primary social media platform,
Instagram.
• In this campaign, Gulfshore Ballet will share different ballet stories
(victories, hardships, motivational and relatable) and encourage other
dancers or aspiring dancers to share their dance journey and how they
plan to #SetTheBarre for the dance community by describing what it
means to be dancer and what it takes to be successful.
• Gulfshore Ballet will encourage followers to comment and share the
company content as well as encourage followers to share their own
content using the hashtag.
• Gulfshore Ballet would also like to incentivize this by offering a month
of free classes and/or a gift card to the local dance boutique to the
individual who shares the most creative content and story that will be
picked by one of our Artistic Directors.

32. Cross-Promotion
• Gulfshore Ballet will demonstrate cross-promotion by posting
unique content across its three platforms.
• The Facebook page will be primarily informational. It will be the
main hub for the schools’ announcements, infographics and articles.
• The Instagram page will be a mix of informational and
entertainment-based content. On this platform, Gulfshore Ballet will
still post promotional flyers for performances but the center will be
around showcasing classes and students. This platform will host the
student of the week content and will be unique to this platform only.
• The TikTok page will also be a mix of entertainment and educational
content. On this platform, Gulfshore Ballet will post the “Did you
know?” ballet series, unique to this platform only.

33. Influencer Marketing
• Gulfshore Ballet can use influencer
marketing to connect with
influential dancers to raise
awareness about the art and the
school.

34. Influencers: Natalie Varnum
• Natalie Varnum is a Ballerina with the Houston Ballet.
• She currently has 17.4k followers
• Natalie has gotten involved with charities and events
targeted at the art of dancing. Based on this, her
experience and follower base we would like to offer her a
collaboration.
• Gulfshore Ballet would be asking Natalie to make a post
promoting the importance of classical ballet training and
smaller ballet schools.
• Natalie’s compensation would include a negotiated
monetary amount as well as a paid trip to visit the school
in Florida and participate the summer intensive classes.

35. Influencers: Carly Anderson
• Carly Anderson is a recent high school graduate
and graduate of Gulfshore Ballet.
• Carly has 604 followers on Instagram.
• Gulfshore Ballet has chosen Carly because she has
been with the school and can give background and
a testimonial on the school.
• Gulfshore Ballet would be asking Carly to make a
post detailing her time with Gulfshore Ballet and
how Gulfshore Ballet has prepared her for the
world of professional dance.
• Carly would be compensated with free additional
classes for 2 months as well as a gift card to the
local dance boutique.

36. Social Media Calendar: Part 1
Gulfshore Ballet’s social media calendar for December 27, 2021, through January 22, 2022.

37. Social Media Calendar: Part 2
Gulfshore Ballet’s social media calendar for December 27, 2021, through January 22, 2022.

38. Posting Frequency & Hashtags
• Gulfshore Ballet plans to post as follows:
• Facebook: at least twice a week
• Instagram: at least twice a week
• TikTok: Only twice a week
• Hashtags will include but are not limited to: #SetTheBarre, #GSBallet,
#GSB, #GulfshoreBallet, #Ballet, #Dance , #Ballerina

39. Instagram Content
Example #1:
• A simple picture for
Instagram to showcase the
dancers in the school for
the #SetTheBarre
campaign. The caption will
promote the campaign and
the contest.
• This content aligns with our
goals because it promotes
the #SetTheBarre
campaign. This campaign
will help with engagement
and therefore help with our
goal of Social
Proof/Credibility.

40. Instagram Content
Example #2:
• In this simple but artistic
post, Gulfshore Ballet can
convey their message about
obtaining sign-ups for their
newsletter.
• This content aligns with our
goals because it promotes
the newsletter, via a CTA,
Gulfshore Ballet will be
putting out in the new year.
Generating interest in this
means more potential leads.

41. Facebook Content
Example #1:
#SetTheBarre
Introduction Post
• This graphic will serve
Gulfshore Ballet’s
#SetTheBarre campaign
announcement for
Facebook.
• This content aligns with
the #SetTheBarre
campaign and social
proof/credibility goal by
creating a CTA.

42. Facebook Content
Example #2:
“How to”
Infographic
• This graphic will provide
new dancer going en pointe
will the basic knowledge
they will need to care for
their new shoes.
• This content aligns with our
goals because it provides
content that our followers
like and need. By posting
information that is
interesting to our target
audience, we will see an
increase in our post
engagement.

43. TikTok Content Example
#1:
“Did you know? –
Nutcracker Edition”
• The idea of this video is to
showcase the concept of
adding facts into a video.
The video will have a mix
of facts and live dancing as
opposed to pictures.
• The content aligns with our
goal of social
proof/credibility. The
TikTok account is brand
new so Gulfshore Ballet
created a series that will
hopefully captivate
followers each week leading
to more engagement and
leads.

44. TikTok Content Example
#2:
“Set The Barre Campaign
Introduction”
• The idea of this video is to
showcase the various traits we
show in order to #SetTheBarre.
At the end of the video
Gulfshore Ballet will talk about
the contest and what it means
overall to #SetTheBarre for the
ballet community.
• This content aligns with both
goals. It will help promote the
#SetTheBarre campaign for
social proof/credibility as well
as help with lead generation
because Gulfshore Ballet will
also promote the newsletter at
the end of the video.

45. Amplification Strategies
• We plan on creating a Facebook community for our local community to
participate and engage with us. The idea is to post information about ballet,
the school, our teachers, giveaways, events etc and generate interest in ballet
and ultimately the school.
• On Instagram, we plan to partner with Natalie Varnum for a campaign,
possibly #SetTheBarre or another that we will collaborate on to leverage
both of our audiences. We would be offering Natalie $500 for her assistance
in the campaign.

46. Gulfshore Ballet Tuition

47. Gulfshore Ballet Budget
• If we were to advertise on Facebook
in order to generate leads, we would
try to keep our budget around $800.
The average monthly tuition of all of
the classes we offer is roughly $392.
This means we would have to generate
roughly 2 leads that result in becoming
a paid customer for one month to
break even and at least 3 or 4 to make
a bit of profit.
• Our audience size for the Facebook
will be about 426.5k-501.8k.

48. Example Facebook
Advertisement:
Lead Generation
• To run the campaign for 4 weeks (31 days), it
will cost us about $500. This falls under our
projected budget.
• This campaign will generate us about 3-13
leads per day. The cost per lead on the high
and low end is as follows:
• $500/93 leads (3x31 days) = $5.38
• $500/403 leads (13x31 days) = $1.24

49. Instagram Post Boosting
• For Instagram, we plan to post the
video on this slide with the caption,
“How do you #SetTheBarre for
yourself and/or your community?
Comment or tag us in a post showcasing
how you #SetTheBarre and you could
win a month of free classes and a $100
giftcard to the Dancing Shoe!”
• We plan to boost this post on Instagram
for 4 weeks.