Case Study

Fred Astaire Dance Studio:

Recognizing the Value of Media Relations

Fred Astaire Dance Studio Hosts First U.S. Para Dance Training

Since 2012, Your People has succeeded in repeatedly captivating the public through strategic media placements featuring FADS stories. Resulting media coverage blanketed Michigan and the nation with this local studio’s innovation and built its brand throughout the region.

Recognizing the value of media relations, the company’s leadership makes it a point to involve the Your People team in its strategic planning. Fred Astaire Dance Studio tasked Your People with garnering media coverage about the first U.S. Para Dance Training, with the ultimate goal of educating the public on the sport of wheelchair ballroom dancing in the United States.

In May 2018, FADS, in partnership with the Rehabilitation Institute of Michigan Foundation, hosted the first U.S. training to coach dance instructors in the sport of wheelchair ballroom dance, also known as Para Dance Sport. Your People created a media pitch and offered an early exclusive to the reporters we know well at the Associated Press.

Driven by the belief that true success comes from strong relationships, we worked closely with a videographer, photographer, and reporter to create an impressive multimedia package that appeared in newspapers, magazines, radio and TV across the country, totaling more than 240 media hits within 48 hours of release on May 30, 2018.

We achieved coverage in The New York Times, The Washington Post, USA Today, NPR, and many more outlets across America, reaching an audience of more than 129 million people. Beyond that, we coordinated coverage of the actual two-day training on WDIV, WXYZ, and in the Macomb Daily. This targeted, focused approach drew on Your People’s authentic, mutually beneficial relationships with media for the widest coverage we could hope for on behalf of our client.


Evan Mountain, Owner, Fred Astaire Dance Studio of Bloomfield Hills, Michigan

“I met Lynne Golodner when I attended a 2012 Birmingham Bloomfield Chamber of Commerce seminar on Marketing and Social Media. I thought I knew enough about marketing and social media. I was completely delighted by the quality and quantity of information Lynne presented. Her relationship-building approach to marketing and social media was brilliant, current and very refreshing. After the seminar, and talking with Lynne, I immediately bought her book and read it that night. Her understanding of business and her approach to marketing and social media was so positive that I recommended her to the speak at our Fred Astaire Dance Studio’s National Franchise owners meeting. I would recommend her to any business.”

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