MAKING AN IMPACT IN DANCE EDUCATION

National Dance Institute (NDI) is a renowned non-profit arts education organization dedicated to providing dance education programs to children. Established in 1976 by New York City Ballet principal dancer Jacques d’Amboise, NDI's mission is to harness the transformative power of dance for young people of all abilities. Central to NDI's mission is its in-school program, which operates in New York City public schools and extends its reach through associated organizations nationwide. In response to the challenges posed by the pandemic, Black Dog Strategies collaborated with NDI to revolutionize its business model developing a unique programming approach that brought dance education directly to children in their homes, ensuring accessibility and continuity despite the unprecedented circumstances.

Throughout a transformative four-year partnership, Black Dog Strategies worked with National Dance Institute (NDI) to amplify its mission and extend its impact in the dynamic landscape of arts education. We developed a comprehensive marketing framework for NDI, encompassing initiatives such as the NDI Collaborative for Teaching & Learning, Artist in Residence Program, In-School Program, and other programs that sought to establish credibility and thought leadership for the organization. By aligning all communications strategies with NDI's overarching goals and strategic plan, Black Dog Strategies ensured a cohesive and impactful approach to telling NDI's story, broadening its reach among key stakeholders, including donors, influencers, educators, and the wider dance community. Multiple key thought leadership stories in lead steer media combined with an increase in social media engagement and partnerships within the local community and dance industry resulted in heightened visibility and recognition for NDI, solidifying its reputation as a trailblazer in arts education and advocacy.

Central to our strategy was the branding and introduction of The NDI Collaborative for Teaching and Learning—a groundbreaking professional development program aimed at disseminating NDI's renowned teaching practices worldwide. Through strategic messaging and targeted outreach, we positioned The Collaborative as a beacon of excellence in dance education, attracting educators, artists, and organizations passionate about enhancing their teaching methods.

In response to the evolving digital landscape, we conceptualized and branded NDILive!—a platform offering free online dance and music classes led by NDI teaching artists. Leveraging social media and digital platforms, we successfully expanded NDI's reach and fostered a sense of community among participants. With over 200 classes created for children of pre-K to elementary school age, including the initiative NDI DREAM Project@Home tailored to children of all abilities, we ensured inclusivity and accessibility. Additionally, the NDI Dancemobile—a mobile dance program—brought the joy of dance to communities across New York City, particularly during the pandemic when children didn't have access to NDI programs in schools.