Budget: $10,000

Background Discount Dance Supply has been in business for more than 40 years. The company is passionate about dance and are involved in the local dance community. Discount Dance Supply is the leading dance wear catalogue and online retailer in the United States with the largest selection of name brand products at the absolute lowest prices. They are dedicated to providing excellent product by the highest standard in customer service.

Background The company wants to open the campaign called ‘dance for your life’ because the reality of dance world is not as graceful as it seems. Dance is very rigorous and very competitive. In the dance world, the instrument that dancer use is their own body. The percentage of dances with eating disorders had spiked up in the past few years. 83% of the dancers met lifetime criteria for an eating disorder: 6.9% for anorexia nervosa, 10.3% for bulimia nervosa, 10.3% with both and 55% for eating disorders not otherwise specified. The demand of having to look thin and light causes dancers to develop an eating disorders. Even if eating disorder seems to be an “easy way out” but because dance requires plenty of energy and strength, in the long run, eating disorders actually develop negative effects on dancer both physically and mentally. Because of these reasons, the dancers should take care themselves and the company should help dancers to carry out hobby or professions in healthy ways.

Key Communication Support “Dance for your life” for Eating Disorder Awareness Week with American National Health organization Survey about Eating Disorder Company’s name – Discount Dance Supply Discount Dance Supply, the biggest dance wear retailer in the country. Wear free “Dance for your life” T-shirt to support Eating Disorder Awareness Week.

Release date: 7 February 2016 Key Communication Meet Misty Copeland at the campaign and win a chance to see American Ballet Theatre Contact information – websites: www.discountdance.com/ telephone: 1-800-328-7107/ E-mail: info@discountdance.com Release date: 7 February 2016 “Dance For Your Life!”

Target Audience Primary: Pre- professional dancers and dance students From lower middle class age between 12 - 23 in the United States Secondary: Mothers of primary’s target audience Age between 30 – 50

Demographics Primary – Trendies/ Emulators,/tribe wired digital and Fun/Aspirational/ Secondary – family life cycle: Full nest2/ Home soldiers home/caring/Influential mums

Key Objectives To gain as many members and subscribers as possible to the website To raise awareness on eating disorder in the dance world To create Discount Dance Supply as the first choice retailer for dancers Position as the best and biggest venue to shop for dance supplies. To promotes strong and healthy dancers to love themselves and do what they love.

PR Strategy Support and promote “Dance for your life” a new national health campaign that encourage Americans to dance their way toward an active and healthy life style. To gain good reputation of the company by setting the campaign To increase the brand awareness through media Distribute “Dance for your life” T-shirt to support Eating Disorder Awareness Week. Advertise the campaign with the talent Create a survey Partnership with American Ballet Theatre

Men’s Press: Men’s Health, Target Press Men’s Press: Men’s Health, Women’s Press: Women's Health, Woman, Instyle, Seventeen, Dance Magazine, Online Press: Times, BBC, CNN, Fox American National Health Organisation, American Ballet Theatre, Dance Blogs

PR Ideas

PR Ideas Rationale Target Media Cost Survey about Eating Disorder (Survey from American National Health Organisation & survey from 1000 dancers) To raise awareness among dancers how dangerous the disorder is and how many people have faced the eating disorder Online Newspaper Magazine $500 Interview with Misty Copeland She is an professional dancer, who is the first black women who became the main dancer, even she had eating disorder and through her interview the target audience can get encouragement and support from her $5,000 Eating Disorder Awareness Week There is Eating Disorder awareness week which has set by American National Health Organisation, so through partnership, the company can help to set up the event with the organization. N/A

Guest Speakers/ Talents - Miko Forgarty, Misty Copeland Promotional Partners National Health Organisation – support the events to be held and provides information regarding Eating Disorder (eg. Survey and detailed information about the disorder) Guest Speakers/ Talents - Miko Forgarty, Misty Copeland American Ballet Theatre – For people who participate in the event can win a prize to follow a day of Misty Coperland, and can win a prize to go to American Ballet Theatre to see a dance show

Press Releases 5 November 2015

Dance for your life