Case Study – Cerqua Rivera Dance Theatre
Versatile Digital Content
Cerqua Rivera Dance Theatre, or “CRDT,” is a company that fuses dance with other art forms to explore authentic personal stories at the crossroads of heritage, culture, and identity, opening paths for empathy and understanding. Their annual season culminates in a spring concert series where the year’s new work debuts in full production, performed by the 8-member Dance Ensemble and 10-piece Jazz Band.
They also produce an interactive series called Inside/Out, perform and provide workshops in community and school settings, and perform the company repertoire in concert around the country.
Objectives
To remain engaged with an ever-changing audience, CRDT needed video content that would support community connections, fundraising, and general promotion to drive ticket sales, but they needed a video strategy that would work within their non-profit budget.
Solutions
Collaborated remotely with company leadership to develop overall video strategy, built retainer and project-based services to meet ongoing and occasional needs within budget.
Coordinated camera crews and produced video assets for various digital and social media channels. Projects included complete edits of multicamera dance concert performances, recordings of interactive “Inside/Out” previews, and special event videography. Deliverables were created from multiple footage sources and customized to the best practices for each channel, including Facebook and Instagram videos, work samples for grant applications, and website content.
This video is an example of the same video adapted to digital and social media to promote the company’s 25th Anniversary:
Conducted successful social media campaign execution and provided training for content team in social platform best practices, such as content calendars, content creation tools, and methods to access wider audiences.
Outcomes
Cerqua Rivera was able to grow their social media following and better connect with their community nationwide. Our pilot social media campaign resulted in 5x audience engagement on Instagram and a 41% increase in reach on Facebook in the first month, and that audience has stuck around, consistently viewing and engaging with content on Instagram in particular.
This overall video strategy resulted in enhanced community presence and a growing cost-saving video library with 100+ video assets.