CPYB — 3X ENROLLMENT GOAL EXCEEDED
Refreshed the communications strategy for a competitive ballet training program to drive enrollment across multiple initiatives.
When communications become more intentional, results follow across the board.
The Challenge
In a competitive national ballet training market, standing out requires more than strong programming — it requires reaching the right families, at the right time, with the right message. Central Pennsylvania Youth Ballet (CPYB) had the reputation and the curriculum. The opportunity was to build a communications approach that matched that standard and drove measurable enrollment growth across their programming.
The Situation
CPYB’s existing communications efforts were solid but lacked the structure and targeting needed to fully capitalize on their strengths. There was room to engage prospective families earlier in their decision-making process, sharpen messaging across individual programs, and ensure each initiative had a strategy specific to its audience and goals — including the launch of a new Men’s Winter Workshop designed to grow male student enrollment.
The Approach
Wakeen & Company partnered with CPYB to refresh their paid media plan and build campaign strategies around each program’s distinct growth objectives. We repositioned campaign timing to reach families ahead of competitors, refined messaging to reflect CPYB’s training philosophy and culture, and developed a targeted launch strategy for the Men’s Winter Workshop — identifying the right channels to reach prospective male students and their families and crafting messaging specific to that audience.
The Result
Sharper strategy across every initiative translated into stronger performance across every program:
- Men’s Winter Workshop exceeded enrollment goals by 3x
- Tour registrations increased by 50% year-over-year
- Summer intensive commitments grew by 45%
The Bottom Line
CPYB didn’t just grow enrollment — they built a communications infrastructure that gives every program a stronger foundation to perform.
