Dream Dance offers a broad course portfolio, an experienced teaching team, and an engaged community, but these strengths are only partly reflected in its digital presence. Social media, local search (SEO/GEO), and the website are currently managed independently rather than as a connected customer journey. The studio ranks well for specific ballet-related searches but is less visible for broader local queries, its Google Business Profile is less actively maintained than competitors', and the website does not clearly present course times or prices, limiting conversion.

A mixed-methods approach was applied, combining a quantitative online survey among 140 young people and parents with qualitative expert interviews at six comparable dance studios, including large, professionally marketed studios in New York such as Broadway Dance Center and Steps on Broadway as international best-practice examples. A situation analysis was also conducted, including a social media audit of Dream Dance's Instagram activity, a website and UX analysis, and a local SEO/GEO analysis benchmarked against three direct competitors in Aarau.

The findings show that parents and young audiences use digital channels differently: parents mainly discover Dream Dance through Google, while young people rely more on recommendations from friends and Instagram content. Platform use also differs by age, with Instagram dominant from age 15 and YouTube/Snapchat more relevant for younger teens. Short-form video is the most consistently preferred content format, while behind-the-scenes content resonates especially with young respondents. Roughly half of Dream Dance's existing community does not yet follow its social media account, mainly out of unawareness rather than disinterest, pointing to low-cost growth potential. For local search, Dream Dance ranks first for ballet-specific terms but only sixth for the broader query "Tanzschule Aarau", and its Google Business Profile shows clear gaps compared to competitors. The thesis therefore recommends an integrated strategy built on four areas: consistent, video-focused Instagram activity, stronger community involvement, targeted local SEO improvements, and a redesigned website, implemented as a Wix prototype, that clearly presents course information and simplifies online registration.