Marketing Kit

Marketing Kit

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ContentsIntroducing .DANCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Market and Audience Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Premium Domains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Messaging & Taglines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Creative Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Graphic Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Ad Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Email Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Audience Engagement and Social Media (Sample Content) .12

Blog Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Email Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Contact Us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

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Introducing .DANCEBe it Bollywood, ballroom or ballet, Riverdance, rave or Dancing with the Stars, dance is hugely popular, varied in style and universal in appeal. Every tribe on earth has its own dance, its own was of swaying to the rhythms of life. From amateur to professional, dance is a passion that consumes and allows everyone join in on some level.

Although never out of fashion, dance has grown steadily since the arrival of the music video back in the 80s, and has reached new heights with the appearance of a plethora of dance related TV shows. Dance styles, costumes and music are ever changing, but the need for people to dance, to express themselves continues to grow.

Today, dance is a serious business with studios alone a $2 billion industry in the US, and there are 140,000 Zumba studios worldwide. Run a quick search for ‘dance’ on YouTube and you’ll find over 82,000,000 results and growing.

Whether they strut their stuff on the world stage or simply boogie in their bedrooms, dancers have a massive influence on followers and friends, and .DANCE offers everyone a place to express their deep passion, energy and commitment to the art form.

Being self-expressive, working hard on perfecting their art, dancers naturally want not only the biggest stage but also the largest possible audience. Dancers are by nature exhibitionists and .DANCE gives them the perfect platform on which to perform, showcase their talent and find the largest possible group of followers.

That’s why we’re making it as easy as possible for dancers to get on-line and access simple-to-use value added services to reach out and build their audience.

Reasons to adopt .DANCE

Like we said, dance is huge and the opportunities for online growth are enormous. In fact, it’s partly the social connectivity of the internet that has driven the passion of fans and the prospects for professionals and dance businesses. A .DANCE domain offers these amateurs and professionals the perfect place for a social shindig. Let’s face it, having put in some many hours, so much blood, sweat and tears perfecting their art, it’s only natural they’ll want to share their moves with the largest possible audience.

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A .DANCE Domain Name:

• is a simple step online for anyone interested in dance

• extends your self-expression into a branded web address

• is a low-cost way to be discovered online

• adds a professional sheen to the art form

• brings the dance community together and raises your profile in that community

• reveals your passion

it takes two to tango: Market and Audience Overview

Three target markets:

PROFESSIONAL DANCERS / CHOREOGRAPHERS / DANCE INSTRUCTORS

For every professional dancer, there are hundreds of thousands of fans and amateurs expressing themselves through dance. However, it is the professionals who will help us get our fast-foot shuffling in the door. A .DANCE domain gives professionals a place to be seen and to be found, driving a large part of the demand for this TLD. With .DANCE, they are showcasing their credentials, experience and contact details. Many will already be part of a professional association, and by taking on .DANCE they will encourage studios, enthusiasts and other dance-related groups to engage with this TLD.

DANCE STUDIOS & SCHOOLS

Surefooted dance studios and schools should be early adopters. They have compelling business reasons to bring their brands online with a .DANCE web address. We realize many of them may not have significant web presence or be particularly internet savvy at the moment, but .DANCE offers them an easy, accessible and powerful way to step online without splashing too much cash.

DANCE ENTHUSIASTS

Dance is more popular than ever before. Worldwide, television and Facebook reflect the trend with shows and fansites dedicated to virtually every form of this physical expression. YouTube views and comments on dance are in the multiple millions and reflect the broader potential market for this domain. Domains featuring .DANCE will appeal to this larger, more fragmented audience by letting users aggregate and share their favorite dance content – as well as wear their passion on their virtual sleeve.

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How we will reach out to consumers:

• Collaborate with business development partnerships to build awareness and generate demand from professionals

• Talk directly to dance-related enterprises through emails and business-to-business communication that will help them target opportunities from within the dance world

• Build awareness amongst enthusiasts and amateur dancers at dance-related events

• Generate demand through social media and consumer-oriented ad campaigns

Unparalleled Audience Engagement

DANCE CONTENT ON TELEVISION

Television Show Facebook Likes Mentions on FB

So You Think You Can Dance 7,575,433 8,441

Dancing With The Stars 4,676,074 94,308

Dance Moms 1,229,794 85,468

Americas Best Dance Crew 1,050,375 967

Dance Central 710,570 2,021

BBC Strictly Come Dancing 487,503 38,643

DANCE CONTENT ON FILM

Film Title Facebook Likes Mentions on FB

Dirty Dancing 17,016,467 41,497

Step Up 16,473,880 17,111

Black Swan 3,857,091 5,196

Step Up 3D 3,358,127 28,045

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Film Title Facebook Likes Mentions on FB

Footloose 1,318,543 8,246

Stomp the Yard 2,120,075 9,011

Save The Last Dance 831,151 1,559

You Got Served 789,680 2,731

Fame 691,319 533

Saturday Night Fever 202,066 886

Flash Dance 34,490 568

ELECTRONIC DANCE FESTIVALS

Festival Facebook Likes Mentions on FB

Tomorrowland 4,992,061 85,637

Ultra Music Festival 1,282,674 30,506

Electric Daisy Carnival 771,495 34,510

Electric Zoo 553,746 2,358

DANCE TROUPS

Troup Facebook Likes Mentions on FB

American Ballet Theater 331,099 1,787

Alvin Ailey American Dance Theater

318,937 24,822

What sets the .DANCE market apart:

HIGH ADOPTION RATESSpread the word.

Dancers are passionate and enthusiastic about sharing their talent with the world - and in turn, their audience is eager to re-share this content with their contacts.

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VALUE ADDED SERVICESAnd all that jazz.

As .DANCE mainly appeals to individuals and small organizations with little or no IT skills, they may require more than simply a .DANCE web address. In terms of value-added services, they may need website templates or website-in-a-box functionality, email addresses and hosting. Businesses like studios and dance retailers may also need ecommerce and security services.

Premium Domains LOCATION + DANCE

US cities: nyc.dance, chicago.dance, houston.dance

International cities: london.dance, paris.dance, buenosaires.dance, tokyo.dance

PRODUCT + DANCE

Horizontal generics/commerce: videos.dance, photos.dance, fans.dance, auditions.dance, tickets.dance, studio.dance, lessons.dance

DANCE GENRES + DANCE

Genres, ethnicities and cultures: jazz.dance, ballet.dance, samba.dance, jewish.dance, indian.dance, french.dance

Messaging & Taglines AMATEUR & PROFESSIONAL DANCERS

Dance like everyone’s watching: Your passion has a new address – .DANCE.

Now you can get your preferred .DANCE web address.

Be seen: Share your talent with the world at .DANCE.

Shake your moneymaker: Showcase your talent and dedication with your online dance portfolio.

DANCE INSTRUCTORS

Put your best foot forward: Showcase your teaching talent with a .DANCE domain.

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DANCE STUDIOS

Step-up your business: Make sure your studio cuts a rug online with a .DANCE domain.

Discover dance’s latest thing: Promote your dance studio with .DANCE to connect with students, colleagues and your next clients.

DANCE ENTHUSIASTS

Let’s .DANCE! Lead or follow with a .DANCE domain.

Live for Dance: Express yourself and your passions with .DANCE.

Creative Assets

Logo

Adobe Illustrator and PNG files available.

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Graphic Identity

IMAGERY SAMPLE

Graphic Identity

IMAGERY SAMPLE

COLORS

C

12

35

26

68

M

100

100

20

64

Y

49

37

32

64

K

1

11

0

63

R

212

158

192

48

G

20

0

190

46

B

90

93

172

45

HTML

D4145A

9E005D

C0BEAC

302E2D

FONTS

Primary Typeface

Proxima Nova Light

Proxima Nova Regular

Proxima Nova Regular Italic

Proxima Nova Bold

Secondary Typeface

Museo Slab 300

Headlines and Callouts

PATTERN

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Ad Concepts

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Email Template

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Audience Engagement and Social Media (Sample Content)

Blog Content

DANCE YOUR WAY TO A HEALTHIER LIFESTYLE

Dance is one of the most varied, beautiful and universal art forms in the world, but did you know it’s also one of the best forms of exercise around? This is one of the major ways professional dancers, studios and dance classes can appeal beyond the art form to the public at large. It’s also one of the ways we can target our TLD to professionals, studios, classes – and indeed the enthusiastic amateur.

Ask any professional danseur or danseuse just how much of a work-out dance is and they’ll be only too happy to tell you. Recent research suggests that an hour of full-on getting down and boogying can burn between 500 and 700 calories. Which means a ballet dancer on stage for three plus hours exerts as much energy as if they’d run most of a full marathon, or played two full professional soccer matches back to back.

Indeed, dance as fitness is finding its feet in the world at large – with the like of Zumba. A .DANCE domain creates massive opportunities for dancers to reach out to the health conscious looking for more expressive was to keep fit.

So, where does that leave your part-time, Saturday Night Fever, little fish, big fish, cardboard box brigade? Busting moves for a couple of hours with your friends in the local nightclub is about the same as a decent five mile walk. That’s gotta be good for your fitness and your ‘fit’ levels. Let’s face it, your best chance of pulling anything in the gym is probably your hamstring. Whereas, busting your best on the dance floor not only ditches the calories, but also forms an acceptable part of a mating ritual as old as time. Not to mention generating plenty of fodder for sharing on social media sites.

Tweets

AMATEUR & PROFESSIONAL DANCERS

Showcase your dancing talent online and join likeminded dancers with a .DANCE domain. Click here for more.

DANCE STUDIOS/TEACHERS

Dance: talent + teaching = triumph. Let wannabe dancers know how well you teach with a .DANCE website address. Click here for more.

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DANCE ENTHUSIASTS

Share your moves with the world dance community online at .DANCE. Click here for more.

Email Content

AMATEUR AND PROFESSIONAL DANCERS:

SUBJECT:

HEADLINE:

BODY:

Show them your moves

.DANCE showcases top talent

.DANCE is the new Top Level Domain for people who love to teach, watch, and most especially, to dance! It’s the highly passionate new home for dance online. Here you’ll find likeminded wanna-bes, will-bes and professionals for whom dance is it. The be-all and end-all.

A custom .DANCE website, email and all that jazz!

With a new .DANCE domain website address, you’re stepping onto the world stage and saying ‘look at me.’ From jazz to ballet, street to showdancing, we’ve everything you’ll need to showcase your talent and make the most of the hours of practice.

To get started, click here.

DANCE STUDIOS AND TEACHERS:

SUBJECT:

HEADLINE:

BODY:

Take your dancers to the next stage

Those who teach need reach

Reach the largest possible audience and attract more clients while showcasing the talents of your current crop with a .DANCE domain. It’s the new ‘.com’ especially for dance – and it’s reeling them in!

A .DANCE domain is only the beginning. Depending on your requirements, you can get you everything you need, from a .DANCE dedicated website and email right up to ecommerce and security solutions. There are many template options available. For instance, you could choose to upload photos and video, make you own dance blogs or even create calendars for students and prospective students to build you business even further.

To get started, click here.

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DANCE ENTHUSIASTS

fda

SUBJECT:

HEADLINE:

BODY:

Share your love for dance

.DANCE is the home for dance online

.DANCE is the new online domain especially created for people who move to the rhythm of life. Here you join professional dancers from all styles, top studios, teachers, agents and everyone who loves dance, in the new home for dance online.

Share your favourite stars and moves, gossip with the greats and rub shoulders with the up and coming stars of the dance world with a .DANCE website address. You can even opt for the facility to scrapbook photos, videos and music as well as share them with your friends.

Cut a dash to cut a rug with a .DANCE domain website.

Join the .DANCE side. Click here for more.

Contact Us

Solomon AmoakoVP Business Development

solomon.amoako@rightside.co

Claire MasonChannel Manager

claire.mason@rightside.cothank you!

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