I am a Bentley Potter alumni. I spent the better part of 20 years at Cascade Studios carefully mastering plies and pirouettes and everything in between. I learned to carry myself through life gracefully, not only in my posture but in personality. I am proud to say that Bentley Potter was my 2nd home. My home away from home, my physical and mental escape from any and all worries outside those studio walls.
Fast forward to 2020, Bentley Potter School of Dance is celebrating its 50th Anniversary. The show originally carded for November 2020 is postponed indefinitely as a result of the COVID-19 pandemic but we still wanted to share this tremendous milestone with our audience.
The digital marketing campaign, usually a supporting role for these shows is suddenly thrown into the spotlight.
The launch
With the help of the current teachers, a shared digital album was created to which they could upload scanned copies of original photos, newspaper clippings dating as far back as 1970 and old video footage from past performances. Knowing all we were about to share over the next few weeks, I wanted to kick things off with a video that would try to capture the magic of the first 50 years of the dance school in 2 minutes or less. Cue emotional music and video montage.
The result:
Created with InShot.
The theme
Then vs. Now. I wanted a simple but effective way to showcase the contrast between the school's humble beginnings and the present day.
I used a scrapbook template from Canva and tweaked accordingly. This lent itself to the nostalgic feeling we were trying to capture by sharing these memories and I suppose in my own way I was trying to make up for the fact we could no longer physically gather around the stacks of old school albums and browse through the photos together. Perhaps this template might make us feel like we were.
The result:
Engaging the audience
Personalized Instagram story templates to engage the audience every step of the way. To attract alumni and current students alike to participate in school spirit. It was also a great opportunity to highlight shared experiences across the decades and the little things that make Bentley Potter unique.
Using Instagram's built in Question sticker I prompted the audience to share their favourite memories. This created the perfect opportunity to share some of those many old photos from the album I referred to earlier. The result:
For social media, there seems to be an underlying pressure to constantly create new content. And while new content is great and sharing new visuals with your audience is one way to keep their interest piqued, don't underestimate the power of a good throwback and how you can refresh old content to make something new and to further build your brand's story.
Have your own throwback campaign or company milestone coming up that you'd like to celebrate?
This is where creativity meets strategy for your business marketing solutions.
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