Summer is an exciting time for dance studios – longer days, fresh energy, and an opportunity to welcome new and returning students into your programs. But getting those spots filled? That’s where the challenge often lies.
If you’ve ever felt like you’re scrambling to promote your summer dance programs at the last minute, or struggling to get the word out beyond your current students, you’re not alone.
The good news? With the right marketing approach, you can attract more dancers, increase enrollment, and create a summer program that thrives.
This guide will walk you through proven marketing techniques to promote your summer classes, intensives, and camps. Even if you don’t have a huge marketing budget, these strategies will help you build buzz, increase sign-ups, and make this your most successful summer yet.
Pro Tip! If you don’t have the time or capacity to tackle every idea below, that’s okay. You don’t need to do everything to market your summer programs successfully! Pick the strategies that feel most realistic for your studio and focus on those. A thoughtful, focused approach will serve you far better than trying to do it all.
1. Brand Your Summer Dance Program
One of the most effective ways to make your summer offerings stand out is to give them a name and identity. Instead of just calling them “summer dance camps and classes,” create a memorable brand that parents and dancers can connect with.
How To Brand Your Summer Programs:
- Give your program a fun, engaging name (e.g., Dance Into Summer, Level Up Dance Intensives, or Summer Stars Dance Academy).
- Use a consistent color scheme and font across all marketing materials.
- Create a branded hashtag for social media (e.g., #SummerDanceAt[StudioName]).
- Incorporate your summer theme in social media posts, flyers, and emails for a cohesive look.
Pro Tip: A well-branded program makes your summer dance offerings feel exclusive and exciting, increasing the likelihood that families will sign up!
2. Promote on Social Media (with Engaging Graphics & Captions!)
Parents and dancers are already spending time on Instagram and Facebook – so your summer marketing should meet them where they are. But simply posting “Enrollment is open!” isn’t enough. Instead, you need to create content that sparks excitement and action.
Effective Social Media Strategies:
Countdown Graphics: Create urgency by posting “10 days until registration closes!” style graphics.
Behind-the-Scenes Sneak Peeks: Share past summer highlights to give parents a taste of what’s to come.
Student & Parent Testimonials: Social proof builds trust! Feature short, enthusiastic reviews from past summer participants.
“Meet the Teachers” Posts: Introduce your summer instructors with fun, engaging bios.
Pro Tip: If you use Canva templates to create professional-looking posts, you’ll have beautiful designs created efficiently.
3. Send Targeted Email Campaigns
Your email list is one of the most powerful tools for filling your summer programs. Unlike social media, where your posts may get buried in the feed, an email lands directly in a parent’s inbox, making it more personal and effective.
Email Marketing Strategies:
Announcement Email – “Summer Dance Registration Now Open!” (Sent early to build awareness.)
Countdown Email – “Only 5 Days Left to Enroll – Don’t Miss Out!”
Testimonial Feature – Share success stories from past summer students.
Last Chance Email – “Final Call! Registration Closes at Midnight Tonight!”
Pro Tip: Keep emails short, visually appealing, and action-driven. Always include a clear “Register Now” button that takes parents to the registration page on your studio’s website.
4. Use Flyers & Posters to Reach Your Local Community
Even in the digital age, printed materials still work – especially for parents who aren’t as active on social media. Posting eye-catching flyers in coffee shops, schools, libraries, and community centers can attract new students outside your existing studio base.
Flyers & Poster Must-Haves:
Bold, attention-grabbing headline (e.g., “Summer Dance Fun Awaits – Join Us!”)
Quick class details (age groups, styles, dates)
Studio contact info & website for easy sign-ups
A QR code linking to your registration page
Pro Tip: Hand out flyers after your spring recital to encourage current families to enroll in summer programs!
5. Leverage Parent Testimonials & Success Stories
Word of mouth is one of the best ways to increase enrollment. When parents see other families raving about their experience, they’re more likely to trust your program and sign up.
Ways To Use Testimonials:
Post them on social media (pair them with a smiling student photo!).
Feature them in emails to reassure hesitant parents.
Include them on flyers for added credibility.
Pro Tip: Not sure how to ask for testimonials? Provide parents with starter questions to make writing one easy!
6. Create Urgency with a Limited-Time Offer
Parents are more likely to act quickly when they know they’re getting a special deal. Offering an incentive, like an early bird discount, can drive faster registrations and fill spots sooner.
Effective Summer Promotions:
Early Bird Discount – “Register by [Date] and save [X]%!”
Referral Bonus – “Refer a friend and both get $10 off summer tuition!”
Free Trial Class – “Not sure if summer dance is for you? Try a class for FREE!”
Pro Tip: Use urgency-based countdown graphics to remind parents when discounts expire!
7. Make It Easy for Parents to Enroll
Even the best marketing won’t work if the registration process is complicated. The easier it is for parents to sign up, the more likely they are to follow through.
Streamline Enrollment By:
Providing a clear, mobile-friendly registration page
Offering multiple ways to register (online, in person, by phone)
Including a “Sign Up” button in every email and post
Pro Tip: Use a QR code on flyers and posters so parents can register instantly from their phones!
Marketing doesn’t have to be all-or-nothing. Choose what feels manageable for your dance studio and build from there. With the right strategy, you can fill your classes with excited students and create a summer your dancers will never forget!
Ready to Make This Your Best Summer Yet?
Promoting your summer dance programs doesn’t have to feel overwhelming – with the right strategy, you can fill your classes with excited students and create a summer your dancers will never forget!
To make marketing even easier, I’ve put together the Summer Dance Marketing Toolkit – a fully editable, ready-to-use bundle of:
- Email marketing templates (just copy, paste, and send!)
- Countdown graphics & social media templates
- Flyers & poster designs (fully editable in Canva)
- Pre-written social media captions (no more staring at a blank screen!)
- Testimonial & success story templates
- Bonus: Summer Program Branding Guide
Want to save time and enroll more dancers – without the marketing stress?
Here’s to a fun, full, and successful summer at your studio! 
Best wishes,
Stacey