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The Dance Store

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The Dance Store

website development | packaging | marketing

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The Dance Store

website development | marketing | packaging

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Tapping into the Web

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How do you convey the grace, beauty, and athleticism of a ballerina into an e-commerce website?

That was our challenge when we were hired by Harlequin Costume & Dance Store, a traditional brick and mortar store that sells ballet, jazz, and other dance clothes and shoes. The physical store is located in Winnipeg, the heart of Canada. However, the owners wanted us to help them gain a national and international reputation as one of the best dance stores in North America. 

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Tapping into the Web

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How do you convey the grace, beauty, and athleticism of a ballerina into an e-commerce website?

That was our challenge when we were hired by Harlequin Costume & Dance Store, a traditional brick and mortar store that sells ballet, jazz, and other dance clothes and shoes. The physical store is located in Winnipeg, the heart of Canada. However, the owners wanted us to help them gain a national and international reputation as one of the best dance stores in North America. 

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Dancing with the Developers

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Through a series of initial meetings, we discovered their philosophy, their brand, and their style. We created a website wireframe that focused on e-commerce that was sleek, alluring yet converted sales. We felt it was important to keep the family-atmosphere and to showcase their dedication to customer service. 

With our experience with other e-commerce stores, we built the website using videos, punchy copy, and elegant design that The Dance Store owners loved for its simplicity yet elegance – just like the performance of Swan Lake.

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border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]

Dancing with the Developers

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Through a series of initial meetings we discovered their philosophy, their brand, and their style. We created a website wireframe that focused on e-commerce that was sleek, alluring yet converted sales. We felt it was important to keep the family-atmosphere The Dance Store is famous for while bringing their customer service and identity to dancers from cities across the country.

With our experience with other e-commerce stores, we built the website using videos, punchy copy, and elegant design that The Dance Store owners loved for its simplicity yet elegance – just like the performance of Swan Lake.

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Let’s admit it. We all judge a book by it’s cover.

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With the invention of the “unboxing” videos on Youtube, design and package has never been more important. Sometimes it’s the first exposure people have to your brand. We knew that the package had to tell a story about your company. It has to excite the consumer enough to create locality and an experience that people would never forget and want to pass onto their friends.

The Dance Store created their own line of clothing and they needed packaging that would reflect the values of the store. Since the Kipling Media team had been working with The Dance Store for a couple of years, we knew their branding and the type of look they wanted. We decided on a black-and-white minimalist feel, giving it a classy, fresh appeal. The packaging is now used to ship tights and other articles of clothing across North America.

[/fusion_text][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_imageframe image_id=”19478″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”0″ align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://4a2ehm2m2lyn115hla7yr5t1-wpengine.netdna-ssl.com/wp-content/uploads/2018/09/recolored.png[/fusion_imageframe][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container admin_label=”Packaging Mobile” hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility” class=”” id=”” background_color=”#f3c8b0″ background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” margin_top=”” margin_bottom=”” padding_top=”5%” padding_right=”10%” padding_bottom=”5%” padding_left=”10%”][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_2″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]

Let’s admit it. We all judge a book by it’s cover.

[/fusion_text][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_2″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]

With the invention of the “unboxing” videos on Youtube, design and package has never been more important. Sometimes it’s the first exposure people have to your brand. We knew that the package had to tell a story about your company. It has to excite the consumer enough to create locality and an experience that people would never forget and want to pass onto their friends.

The Dance Store created their own line of clothing and they needed packaging that would reflect the values of the store. Since the Kipling Media team had been working with The Dance Store for a couple of years, we knew their branding and the type of look they wanted. We decided on a black-and-white minimalist feel, giving it a classy, fresh appeal. The packaging is now used to ship tights and other articles of clothing across North America.

[/fusion_text][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_imageframe image_id=”19478″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”0″ align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://4a2ehm2m2lyn115hla7yr5t1-wpengine.netdna-ssl.com/wp-content/uploads/2018/09/recolored.png[/fusion_imageframe][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container admin_label=”Marketing” hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”medium-visibility,large-visibility” class=”” id=”” background_color=”#f2f2f2″ background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” margin_top=”” margin_bottom=”” padding_top=”5%” padding_right=”10%” padding_bottom=”5%” padding_left=”10%”][fusion_builder_row][fusion_builder_column type=”1_3″ layout=”1_2″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]

Dance Like Everybody is Watching

[/fusion_text][/fusion_builder_column][fusion_builder_column type=”2_3″ layout=”1_2″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]

At Kipling we don’t believe in a “Build It and They Will Come” philosophy which is why as soon as the finishing touches were put on the website, test transactions were done, and the SEO tags were in place, we started to help with their marketing efforts.

As the owners of Harlequin Dance Store weren’t familiar with how to navigate digital marketing, we suggested to them a holistic approach that would give customers multiple touching points – and multiple opportunities – to buy. Using the latest tools, we created a strategy, and targeted clients we knew would be interested in purchasing from the Dance Store. 

The key to our campaign? Leverage our team of marketing experts with the brand we created to drive more customers to the site. We focused on connecting to the right people who were looking for dance shoes or clothing. Doing monthly promotions, social media giveaways and ad campaigns that all interconnected and built on each other, we built the Harlequin Dance Store from a single store into an international powerhouse. In fact, the return of investment for the marketing and the website repaid itself within the first two months. 

[/fusion_text][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_separator style_type=”none” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”20″ bottom_margin=”” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_builder_row_inner][fusion_builder_column_inner type=”1_2″ layout=”1_2″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no” border_position=”all”][fusion_imageframe image_id=”19483″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”0″ align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://4a2ehm2m2lyn115hla7yr5t1-wpengine.netdna-ssl.com/wp-content/uploads/2018/09/tdsArtboard-23@2x.png[/fusion_imageframe][/fusion_builder_column_inner][fusion_builder_column_inner type=”1_2″ layout=”1_2″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no” border_position=”all”][fusion_imageframe image_id=”19481″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”0″ align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://4a2ehm2m2lyn115hla7yr5t1-wpengine.netdna-ssl.com/wp-content/uploads/2018/09/TDSArtboard-35@2x.png[/fusion_imageframe][/fusion_builder_column_inner][/fusion_builder_row_inner][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container admin_label=”Marketing Mobile” hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility” class=”” id=”” background_color=”#f2f2f2″ background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” margin_top=”” margin_bottom=”” padding_top=”10%” padding_right=”10%” padding_bottom=”10%” padding_left=”10%” admin_toggled=”yes”][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_2″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]

Dance Like Everybody is Watching

[/fusion_text][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_2″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]

At Kipling we don’t believe in a “Build It and They Will Come” philosophy which is why as soon as the finishing touches were put on the website, test transactions were done, and the SEO tags were in place, we started to help with their marketing efforts.

 

As the owners of Harlequin Dance Store weren’t familiar with how to navigate digital marketing, we suggested to them a holistic approach that would give customers multiple touching points – and multiple opportunities – to buy. Using the latest tools, we created a strategy, and targeted clients we knew would be interested in purchasing from the Dance Store. 

 

The key to our campaign? Leverage our team of marketing experts with the brand we created to drive more customers to the site. We focused on connecting to the right people who were looking for dance shoes or clothing. Doing monthly promotions, social media giveaways and ad campaigns that all interconnected and built on each other, we built the Harlequin Dance Store from a single store into an international powerhouse. In fact, the return of investment for the marketing and the website repaid itself within the first two months. 

[/fusion_text][fusion_separator style_type=”none” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”20″ bottom_margin=”” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_builder_row_inner][fusion_builder_column_inner type=”1_2″ layout=”1_2″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no” border_position=”all”][fusion_imageframe image_id=”19483″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”” align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://4a2ehm2m2lyn115hla7yr5t1-wpengine.netdna-ssl.com/wp-content/uploads/2018/09/tdsArtboard-23@2x.png[/fusion_imageframe][/fusion_builder_column_inner][fusion_builder_column_inner type=”1_2″ layout=”1_2″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no” border_position=”all”][fusion_imageframe image_id=”19481″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”” align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://4a2ehm2m2lyn115hla7yr5t1-wpengine.netdna-ssl.com/wp-content/uploads/2018/09/TDSArtboard-35@2x.png[/fusion_imageframe][/fusion_builder_column_inner][/fusion_builder_row_inner][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]