Need
A strong, cohesive brand identity to upgrade DanceWear Corner’s profile in the dancewear retail industry as being equal to the market leaders, and to increase its customer base of dance students, “dance moms” and dance teachers throughout the United States.
Background
Jon DeMott founded DanceWear Corner in 1998 with his wife, Rosemary, to pursue his dream of running his own business. Using the management acumen that defined his successful career in corporate life, Jon established two retail dancewear shops adjacent to Rosemary’s dance studios, and an online sales Web site. Upon leaving his “day job” in 2008 to devote himself full-time to growing DanceWear Corner’s business, Jon hired Technetium to help him develop and promote the brand.
Strategy
With the objective of increasing DanceWear Corner’s market share, Technetium developed the approach of positioning the company as having a strong presence in both the dancewear industry and overall dance community.
Action
Technetium’s integrated rebranding campaign consisted of a new logo, corporate identity, Web site, social media, e-blasts to mailing list customers, media kit, signage and trade show support. Redesigning the site with a sleek, fashion-oriented look visually positions it on equal ground with DanceWear Corner’s larger competitors. We increased awareness of and created excitement for the new site’s introduction with a Model Search. Promoted through viral videos of our own production, as well as e-blasts and Central Florida dance conferences, the Model Search drew aspiring models in Child and Teen/Adult categories.
Result
Model Search winners were selected from the results of more than 21,000 online votes to be featured modeling dancewear on the new Web site, and to serve as the “faces” of DanceWear Corner in promotions throughout the year. Jon DeMott was honored as 2009 Entrepreneur of the Year by Dance Retailer News magazine – the dancewear industry’s premier trade publication – in recognition of his innovative marketing. Since the launch of the rebranding campaign, DanceWear Corner has formed valuable relationships within the industry to increase sales and distribution channels.