This document analyzes the use of social media by four ballet schools and companies to promote their summer dance programs. It finds that Houston Ballet, Pacific Northwest Ballet, San Francisco Ballet School, and Boston Ballet School all maintain Facebook pages and most have Instagram accounts, but they vary in the quantity and types of posts used to showcase their summer programs. The document concludes that social media is an effective low-cost way for ballet schools to reach large audiences like students and parents with visual content that can influence enrollment in their summer dance programs.

1. BOSTON BALLET SCHOOL –
ARTS ADMINISTRATION INTERNSHIP
Marketing for Summer Dance Programs
Using Social Media
By Emma Partridge

2. HOUSTON BALLET
ACADEMY
Section One

3. Houston Ballet Academy Facebook
Houston Ballet Academy Cover Photo

4. Houston Ballet Academy Facebook
•2,556
Number
of Likes
•285
Number
of People
Talking
•20
Number of
Summer
Program
Posts

5. Houston Ballet Instagram
Houston Ballet Instagram Page

6. Houston Ballet Instagram
•
•6,617
Number
of
Followers
•187
Number
of Posts
•20
Number of
Summer
Program
Posts

7. Houston Ballet Academy Notes
• Showcases a wide variety of aspects from the
program including technique classes, student
candid's, and even back stage shots
• Students can visualize what the daily routines is
like while parents can clearly see that is a great
working environment
• Nearly everyday there is something posted, even
now that the summer program is over
• VIDEOS! Ten seconds of amazing turn out and
extensions can influence a potential student by
leaps and bounds ;)

8. Fun Staged Photos

9. Classroom Exercises

10. Behind the Scenes Shots

11. PACIFIC NORTHWEST
BALLET
Section Two

12. Pacific Northwest Ballet Facebook
PNB Cover Photo

13. Pacific Northwest Ballet Facebook
•
•97,564
Number
of Likes
• 9.5 K
Number of
People
Talking
•6
Number of
Summer
Program
Posts
Note: No PNB School Facebook page

14. Pacific Northwest Ballet Facebook

15. Pacific Northwest Ballet Instagram
PNB Instagram Page

16. Pacific Northwest Ballet Instagram
•
•2,602
Number
of
Followers
• 11
Number of
Posts
•4
Number of
Summer
Program
Posts

17. Pacific Northwest Ballet Notes
• Posts regularly include videos that
showcase the summer course students
doing what they do best!
•Videos are taken from different angles and
has varies classes
• Can clearly see that the videos are not
professionally done

18. SAN FRANCISCO BALLET
SCHOOL
Section Three

19. San Francisco Ballet School Facebook

20. San Francisco Ballet School Facebook
•
•60,817
Number
of Likes
•2.5K
Number of
People
Talking
• 8
Number of
Summer
Program
Posts

21. San Francisco Ballet School Facebook

22. San Francisco Ballet Instagram
San Francisco Ballet Instagram

23. San Francisco Ballet Instagram
•
•18,635
Number
of
Followers
•647
Number of
Posts
•0
Number of
Summer
Program
Posts

24. San Francisco Ballet School Notes
• Chooses to focus all of its Summer Dance
Programs posts to Facebook
• Focuses in on other social media such as
Pinterest and and Tumblr

25. BOSTON BALLET SCHOOL
Section Four

26. Boston Ballet School Facebook

27. Boston Ballet School Facebook
•
•14,462
Number
of Likes
•261
Number of
people
talking
•5
Number of
Summer
Program
Posts

28. Boston Ballet School Facebook

29. Boston Ballet Instagram

30. Boston Ballet Instagram
•
•9,799
Number
of
Followers
•242
Number
of Posts
•3
Number of
Summer
Program
Posts

31. Boston Ballet Instagram

32. Boston Ballet School Notes
• Starting to capture a the variety of classes from
ballet to modern, to the group shots of weekend
activities
• Kids in this generation want to be seen on social
media
• Being able to tag yourself on the Boston Ballet
Instagram and show it off to your friends is not
only great word of mouth marketing but it is also
free and easy advertisement

33. Overview
• The SDP Target Markets are both the
students and parents
• Through social media we can easily,
quickly, and inexpensively reach out to a
huge range of target segments that might
not have ever been reached before
• Can reach even more audiences by linking
Instagram posts to Facebook