Case studies
Strictly professional -
a spotlit brand & showcase website for Ian Waite

A dark, sultry brand identity and website for Strictly Come Dancing's leading male pro!

Timed to coincide with the start of Strictly Come Dancing's 7th series, resident pro dancer Ian Waite came to us for advice on how best to maximise his marketing and grow his business.

We devised a complete overhaul of his materials and website: introducing a new brand identity, greater web interactivity, and an online business package to streamline his workflow.

A spotlit, signature brand

Briefed to craft a smart, sophisticated identity to set Ian apart from his peers, we took inspiration from some of Ian's favourite brands to create a sleek personal identity representative of his graceful movement under the spotlights. Very much a 'signature brand', the identity clearly distinguishes him in all his print and digital media and communications.

With no compromise on quality, beautiful foil and varnish finishes are applied to his materials, inked in rich black and metallic gold.

Look and feel

With an eye-catching, branded email and twitter launch campaign, Ian's website certainly made a grand entrance. We designed his site not only for his extensive fanbase, but also to appeal to dance students, the media and corporate clients to push his events, dance lessons and appearances.

The site features a shop, blog, image gallery, video clips, mailing list and twitter feed and attracts more than 1,000 hits per day when Ian appears on television.

One year on… although still much admired, we gave the site a refresh to include a more dynamically driven homepage with full-screen photography taken from his 2011 Calendar shoot.

With a launch campaign over email and twitter, his refreshed website was brought to the immediate attention of a targeted audience in excess of 13,000.

Much more media-rich with a stronger business focus, the site's already working harder for him.

Visit Ian's website

Ian's website is as powerful behind the scenes as it is stylish before its audience.

With a full customer relationship management system to log all enquiries and purchases through the online shop, plus an email marketing system with full featured tracking... not to mention the blog, mailing lists and a swathe of analytics to monitor hits in real time...

Ian's website isn't just a website - it's his business online.

Materials

To carry the brand identity across his business, we prepared a suite of new materials to include smart double-sided letterheads and compliment slips, understated and elegant business cards finished with a clear varnish to highlight his logotype.

Premium Gift Pack

We crafted a very exclusive "Gift of Dance" Experience, a magnetically-sealed voucher pack to present a 45 minute dance lesson with Ian.

We undertook all the copywriting for his new materials to include the informative pullout cards supplied in the 'Gift of Dance' pack with comprehensive Terms and Conditions, detailed FAQs and booking instructions.

Visit Ian's online shop

2011 Calendars

A seasonal marketing opportunity, not only to satisfy demand from his growing fanbase but also to place Ian in daily view of targeted media figures and bookers all year round, Bungalow worked closely with Ian to produce his superb 2011 Calendars.

From selecting and liaising with Snooty Fox Images, styling Ian on the shoot, retouching the images and designing the layout of the calendar in both wall and desk formats... through to print management, marketing, order processing via Ian's online shop, packaging and shipping, Bungalow seamlessly managed the entire process.

Marketed via Twitter and an emailshot, news spread across the internet and the orders rushed in!

Visit Ian's online shop

Signed Prints

The e-commerce side of Ian's website is proving very successful indeed, not just with steady sales of the "Gift of Dance" but also strong demand for his signed prints. Printed to order, in-house, on our archival quality printer, the prints have proved so popular that we continually expand the range with every new photoshoot.

Bungalow manage the entire process for both Ian Waite, and his Strictly co-star Erin Boag; from receiving the orders from their websites, printing the photographs, coordinating their signing, and packaging and posting them out to the fans. The prints are featured in a promo spot on both their websites' home pages as well as strategically throughout their sites.

As new prints become available, a super-smart HTML mail is sent out to notify fans and drive sales.

Visit Ian's online shop

Bungalow were lucky enough to see and photograph the man himself in action during a rehearsal session in the studio, dancing the Paso Doble Ian transported us to Spain with the drama of the bullfight.

See more images on
Ian's website.

Email Campaigns

Bungalow are proactive in their clients' marketing, and Ian embraces this, giving us free rein to make the most of his artwork investment.

His ever-growing mailing list combined with great visuals create the perfect ingredients for powerful, engaging HTML emails to drive traffic back through his site, encourage sales through his online shop - and maintain his visibility.

It doesn't end there - our system enables us to track every email sent and all opens, clicks, enquiries and purchases are logged to measure the success of each campaign.

Ian's on Twitter!

Ian was one of our first clients to embrace social media. We set him up with his Twitter account prior to the launch of series 7 of 'Strictly' in 2009 and his following has now reached an incredible 12,500… and continues to grow!

Twitter is the perfect medium for Ian to be able to reach out to his fans and keep them in step with his every move. Through Twitter, Ian has forged a powerful and direct connection not only with his fans but also with key media players in the industry.

View Ian's twitter page

testimonial from Ian Waite

BIG Thank you to the boys at Bungalow for doing a FANTASTIC job of my branding, website and super smart materials! I now feel like a proper business!

Love it, love it, LOVE IT!

You guys rock!

Ian Waite
Professional Dancer
Ian Waite
PORTRAIT BY BUNGALOW INDUSTRIES