Dance Academy of Virginia
We built Dance Academy of Virginia an integrated marketing and communications program that turned a beloved local studio into a recognized Northern Virginia brand, and kept more families enrolled season over season.
Website: www.danceacademyva.com
The Challenge
Dance Academy of Virginia was founded during COVID and grew rapidly from two rooms to two facilities with seven studios across McLean and Del Ray. Marketing activity across social, email, enrollment pushes, and press was fragmented, which made each season feel like starting over and increased the cost of growth for a re-enrollment-driven business.
What We Did
The team built and ran one integrated marketing and communications engine across brand story, social content, email, earned media, and reporting. The messaging stayed consistent across channels and the program was measured against retention and enrollment outcomes.
The Results
- Student retention up 10 percent, the metric that drives studio economics
- 17 media placements in 18 months across broadcast, print, online, and podcast
- Social engagement up roughly 6x year over year, from about 760 monthly interactions to about 4,500
- Social views roughly doubled year over year, from about 96K per month to about 201K
- Audience grew 56 percent, from 2,618 followers to 4,074
- Recurring regional broadcast presence on FOX 5 DC, DC News Now, and ABC7 WJLA
- Founder established as a category voice through profile and podcast placements
Background
Katherine Horrigan founded Dance Academy of Virginia during COVID, one of the hardest possible moments to launch a business built on in-person classes. She grew it anyway, from two studio rooms to two facilities and seven studios, serving dancers from age 2.5 through adults across ballet, jazz, tap, hip hop, lyrical, and contemporary.
The work
We treat Dance Academy of Virginia as a full integrated marketing and communications partnership rather than a channel assignment.
Brand and messaging give every channel the same story. Organic social and content build the community that keeps families connected between seasons. Email carries the re-enrollment and retention program. PR and media relations earn third-party credibility that no ad buy can manufacture. Analytics and reporting tie the whole system to retention and enrollment so what works can be repeated.
Press & Media Highlights
- ALXnow - “In just 18 months, Del Ray’s Dance Academy of Virginia grows to 450 students” (June 9, 2025). Reported feature with the growth number in the headline. 250,000 reach.
- DC Modern Luxury - “Katherine Horrigan On Leading the Next Act in DC Dance” (June 12, 2025). Founder profile in print and online. 38,941 digital reach.
- FOX 5 DC - Segment coverage across 18 months, including Napkin Network collaboration, Zip Trip Alexandria, New Year ballet benefits, and The Nutcracker.
- ABC7 WJLA - Summer camps segment (February 10, 2026).
- DC News Now - The Nutcracker coverage.
- Northern Virginia Magazine - Adult ballet coverage, with Mental Health Awareness Month coverage upcoming.
- The DMV Business Podcast - Long-form founder interview (February 2026).
- Woman’s Day - National ADHD Month feature (October 2026, upcoming).
- Additional coverage in McLean Living Magazine and Potomac Lifestyle Magazine.
Q&A
What did the team do for Dance Academy of Virginia?
The team built and runs a full integrated marketing and communications program for Dance Academy of Virginia, a dance studio with locations in McLean and Alexandria, Virginia. The work spans brand strategy, public relations, organic social media, email marketing, and analytics, and has increased student retention by 10 percent.
What results has the team delivered for Dance Academy of Virginia?
A 10 percent increase in student retention, stronger brand recognition established across channels, and earned media placements including FOX 5 DC broadcast coverage and a feature in Northern Virginia Magazine.
Does ZAMA work with dance studios and youth arts businesses?
Yes. ZAMA's work with Dance Academy of Virginia covers the full marketing engine for a multi-location dance studio, including retention and re-enrollment programs that drive studio revenue.
Client Testimonials
“It's been a pleasure to work closely with the team and see them work to elevate the Dance Academy of Virginia's brand through thoughtful PR and engaging social media. They've created meaningful visibility for us - securing TV spots to promote our programs and facilitating a variety of events including a heartfelt collaboration with a local charity that supported our adult programming and provided baby supplies for moms in need. Beyond their talent and professionalism, they are an absolute joy to work with - true advocates and cheerleaders for our brand and team.”
Katherine Horrigan
Founder & CEO, Dance Academy of Virginia