Developing a Strategic Social Media Marketing Plan for a Dance Studio in central Slovakia
Lievajová, Laura (2025)
2025
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https://urn.fi/URN:NBN:fi:amk-2025052214704
https://urn.fi/URN:NBN:fi:amk-2025052214704
Tiivistelmä
This thesis presents a complete social media marketing plan tailored for POUS Studio, a dance school in Banská Bystrica, Slovakia. The research was motivated by both the author's professional background in the studio and the broader problem affecting small businesses: how to effectively utilise social media for growth. While social media provides several benefits, many small businesses face a lack of defined and practical frameworks. This study fills that gap by using the SOSTAC model, a popular strategic planning framework, to develop a data-driven and adaptable social media strategy which fits with the studio's goals.
To develop a comprehensive strategy, the AIDA model was combined with SOSTAC to improve content for audience engagement and conversion. The methodology combines both quantitative and qualitative methods of research, such as competitor analysis, audience segmentation and a parent survey. Social media analytics from Instagram and Facebook supplied additional information about user behaviour and content performance. In addition, the Risk Triangle model was designed to account for managing resources, time restrictions and budget efficiency, ensuring that the proposed plan is adaptable to changing circumstances.
The key findings highlight the importance of visually appealing content, interactive campaigns and local collaborations that improve the studio's online visibility and community participation. The resulting plan prioritises content consistency and audience interaction, which allows continuous changes based on performance indicators. By adopting this plan, POUS Studio aims to efficiently promote brand awareness, strengthen its community presence and drive student enrolment.
Beyond POUS Studio, this thesis serves as a flexible framework for other small businesses hoping to boost their social media presence. While the basic strategy belongs to a specific dance studio, the ideas of goal-oriented content production and strategic engagement can be customised to businesses across multiple industries. The study emphasises the significance of continuous evaluation and adaption in social media marketing, providing useful insights for small businesses dealing with digital landscape.
To develop a comprehensive strategy, the AIDA model was combined with SOSTAC to improve content for audience engagement and conversion. The methodology combines both quantitative and qualitative methods of research, such as competitor analysis, audience segmentation and a parent survey. Social media analytics from Instagram and Facebook supplied additional information about user behaviour and content performance. In addition, the Risk Triangle model was designed to account for managing resources, time restrictions and budget efficiency, ensuring that the proposed plan is adaptable to changing circumstances.
The key findings highlight the importance of visually appealing content, interactive campaigns and local collaborations that improve the studio's online visibility and community participation. The resulting plan prioritises content consistency and audience interaction, which allows continuous changes based on performance indicators. By adopting this plan, POUS Studio aims to efficiently promote brand awareness, strengthen its community presence and drive student enrolment.
Beyond POUS Studio, this thesis serves as a flexible framework for other small businesses hoping to boost their social media presence. While the basic strategy belongs to a specific dance studio, the ideas of goal-oriented content production and strategic engagement can be customised to businesses across multiple industries. The study emphasises the significance of continuous evaluation and adaption in social media marketing, providing useful insights for small businesses dealing with digital landscape.