1. Springfield Dance Alliance
3 Year Program Plan
Created by Bri Hopkins
A History
According to thewebsite, SpringfieldDance Alliance was started as a non-profit organization
in 2012. Theypresent a wide variety of dance styles and bring togetherdancers of alldifferent
backgrounds. A typicalyearincludes events such as two formal concerts, classes/workshops,
and dance slams.
The Mission and Vision
A collectiveof movement artists in theSpringfieldarea who are passionate about bringing
modern dance to our community. It is our goalto create performing opportunitiesfordancers
and open a dialog exploring theroleof dance in everyday life. We are choreographers,
teachers, dancers, and students.
An Evaluation
Based upon research and personal experiences, the SpringfieldDanceAlliance is in theStart
Up stage of theirorganization.
Strengths:
- Unique opportunityforthepeople
of Springfield
- High energy
- Amazing product quality
Weakness
- Man power
- Low budget
- Not much awareness
The Three Year Program Plan
Goals:
1. Engage the community
2. Create dialog and awareness
3. Increase new audience attendance
Programs:

2. Outreach Program
Targets| Goalnumber 1.
Objective| Plan outgoing andinclusive events for thecommunity as well as dancers
Evaluation| Track attendance and provideopportunitiesfor feedback
Execution| WhiletheSpringfieldDance Alliance has plentyof opportunitiesto involve
thedancers of thecommunity, a lot of their current programis exclusively for dancers. If the
Alliance were to create a programthat was inclusive to a wider part of thecommunity, the
benefits would beendless. More peoplewouldfeel invested in organization,volunteering and
man power wouldincrease, a largepoolof networking, and much more. Thefollowing is the
three year projectionoftheOutreach Program:
Year one: Fitness Classes
Incorporatingclassessuchas Jazzercise,Pilates, and other conditioningclasses canbe a
great sourceof revenueand a way to introduceSDA into the daily routine ofmore community
members. This also will be a benefit to SDA dancersby giving them a discountrate forclasses
that benefit their physical fitness as well.
Year two: Cultural Fusion
One ofthe goals in the Springfield DanceAlliance mission and vision is to openthe
dialog as to how dance is incorporatedin everyday life. While Springfield itself may not have a
strongdance culture,other smaller culturesrepresented in the area do. Forexample, the
Springfield Dance Alliance couldpartner withheritage groupssuchas the Latin AmericanGroup
to learn their native dances. Together the twogroupscoulddanceat events like First FridayArt
Walk, special events at Café Cusco,andmuchmore.
The benefit to this sectionof the OutreachProgramis it starts the conversationas to
how dancecan be a part ofeveryday life while also bringing in the topicsof diversity and culture.
The Springfield Dance Alliance couldbecome an active part in making Springfield a more
diverse and colorfulplace.
Year three: Surveys and Revaluation
By the third year, I think it wouldbe important to look back on the past twoyears and
ask a few questionsto the organization andto the community. This twoyear mark is a good
time forthe Alliance tolook back and see how the fitness classes and culturefusion have
contributedto their Outreachprogram. Arethe fitness classes brining in enoughrevenue? Do
the dancersenjoy learning the dances ofother cultures? Hasthere been a greater increase in
communityinvolvement or support?Surveysafter a few fitness classes and being opento
feedback are keys to knowingthe effectiveness of the OutreachProgram.
Buzz Program

3. Target| Goalnumber 2
Objective| Create an aggressive PR campaignto increase awareness over 3 years
Evaluate| Interactions on socialmedia
Execution| After spending a semester being part of SpringfieldDance Alliance, I
noticed that not many members of thecommunity are aware of thisorganizationthat are
outsideof thedancing community. Even theart community is foggyonwhat theAlliance does.
So to combat thisproblem, I have put togetheravery aggressive PR campaign to get SDA on
theartistic map.
Year one: Create a Social Media Calendar
Social media canbe completely overwhelming foran organization. Keeping track of
posting whatwhere andin enoughtime can be time consumingandfrustratingwithoutthe proper
tools. Onpage 5, I have created a social media calendar template that presents what a healthy social
media campaignwould look like forthe time span ofone month. Posting anaverage of3 times a week
is justenoughto not comeoff as annoyingwhile still being able to create a relationship with social
media followers.It is also important to now justpostabout promotional events. This canmake
followers feel like they are always being asked for something. Bydoing postslike “Dancerofthe
Month”the organization will notonly be giving recognitionto the people in the groupbutalso will be
showingthe communitya deeper side of the organization.The posts“Dancer’sTip” are also important
in creating a strongerrelationship and opportunityforawareness in other dancersaroundthe
community.Now they canfollow SDA notjust forinformation aboutupcomingevents but also for
relatable information.
Year two: Create a Promotional Video
A promotional video is the visual stimulation this organization needs to really get its
name out in the community.The video will be dynamic in showingthe different reasons whythe
members ofthe Springfield Dance Alliance joined orwhy they love to dance.All different age groups
and performancelevels will be represented in the video. The purpose this projectwill be to show the
communitywhoSDA is and how talented ourmembers are. This will put uson the map and create the
buzz aroundthe organization’sname that needs to happen.
Year three: Flash Mob
Flash mobsare gaining in popularity as a formof gorilla marketing. Luckily, danceis one
ofthe easiest formsof flashmob and caneven be done in an improvisational style. Itjusttakes two
dancers(ormore) to get a buzz going.These flash mobs canhappen duringan art fest, art walk, in the
mall, anywhere. Itis a funanexciting way to get a communitycuriousaboutan organization andfits
well with the tone of Springfield DanceAlliance.
Audience Program
Target| Goalnumber 3
Objective| Increasing ticketspurchases outsideof immediatefriends and family

4. Evaluation| Surveys in programs/ Track new ticket buyers
Execution| During my performance at theBloomConcert thisspring, I couldn’t help but
noticethe quantityof theaudience. After asking a few questions at the end of theshow, it
seems like themost common audience members of a SpringfieldDance Alliance concert are
close friends and familymembers of thedancers. While having a great support system is great,
it is important for theAlliance to grow into a wider audience base since ticket sales are the
main source of income. Thefollowing are a few ideas to reaching out to a wider audience base:
Year one: BOGO
Everyone loves a deal. By having a “Buy One Get One” deal it encourages new audience
members to attend a concert and to bring a friend as well. The discounts can be given away at art
walks, flash mob events, the dance slams, and any other place that SDA is interacting with the
community.
Year two: Surveys and Improvement
Continue the ticket promotions but this time, have a survey in the program. The survey
can answer questions like “How did you hear about our concert?” and “What promotion sounds most
appealing to you?” to help give the marketing efforts of SDA some guidance on where to grow from the
past two years. The results can help SDA find the right marketing strategy for the organization and
what works best in the Springfield Community.
Year two: Exciting Places
Springfield Dance Alliance is all about modern dance and modern dance is all about
having an edge. To bring that edge to the formal concerts, Springfield Dance Alliance should start
holding its spring concerts in unconventional areas in the Springfield area. These areas can be parks,
interesting warehouses or older buildings, urban places like the bridge on c-street, and much more.
The idea is since the concert is being held some place outside of a traditional theatre hall, the
organization is just as fun and unconventional. The excitement and buzz would create a better
opportunity for higher ticket sales and greater awareness of the organization.