Rince Journal
A professional media outlet on Irish dance
Media Objective Description
The project’s goal is to create an expert media platform for the Irish dance school that will promote this discipline in Russia, foster interest in it, and strengthen the school’s own professional image.
The content from the School will have two main vectors: a blog about the training process and general news from the world of Irish dance.
A light blog about the training process within the School will include tips for working with kids, useful exercises for developing dancers' skills, and simply documenting what is happening. The media will present Irish dance not only as an art form but also as a complete sport, encompassing general physical training, technique, strength, and endurance development. This content will aim to build the School’s image and high reputation, increase brand awareness, and potentially attract new clients.
In the blog dedicated to general trends and events in the world of Irish dance, topics such as rule innovations, news from recent championships, trends in choreography and costumes, etc., will be covered. This content will popularize this dance discipline in Russia and foster interest in it.
This media platform, operating with diverse content, will allow us to achieve another important goal: building a large community in the field of Irish dance. The blog will unite students, parents, beginner dancers, coaches, and simply interested individuals, which will positively impact the primary goal of popularizing the discipline in Russia and developing the School’s brand.
Thematic Focus of Future Media
Segment: sports, dance, extracurricular education, culture.
Narrow Topic: Irish dance as an artistic and athletic discipline—training, physical conditioning, technique, pedagogy, competitions, and the international industry.
The media plan outlines two main focuses—the school’s training process and general news.
Topics:
- technique in Irish dance
- useful collections of exercises focusing on general physical fitness, strength, endurance, coordination, and foot development
- advice on coaching methods and teaching specifics for kids, teens, and adults
- the process of preparing for competitions and performances
- school life and training rhythm
- news from the latest international competitions and event coverage
- trends in choreography and costuming
- analysis of events and discussions within the professional community
Thus, the media will sit at the intersection of sport, dance art, coaching expertise, and international events and news.
Competitors and Their Analysis
To analyze competitors, we reviewed Russian schools of Irish dance, as well as relevant international media.
Comparison Criteria:
- Content themes
- Platforms, presence/absence of adaptation
- Presentation format
- Visual style
- Tone of voice
- Audience communication
- What the audience particularly likes
Direct Competitors
1. Iridan Academy
Content Focus: School life, enrollment, competitions, student achievements, performances, and school accolades.Platforms / Adaptation: VK, website, YouTube. Telegram, Instagram* and Dzen are not used. Content across platforms is mostly duplicated; there is minimal noticeable adaptation.Delivery Format: Enrollment posts, photo albums, event posters, competition reports, student congratulations, and video clips.Visual Style: Reportage style. Awards ceremonies, competitions, and group photographs. The presentation is strictly school-focused; there is no unified design style.Tone of Voice: Officially friendly, akin to announcements (e.g., registration is open, congratulations to our dancers, etc.).Audience Engagement: Moderate. Parents and students leave comments on results and events. The school’s platforms do not allow for closer interaction with the audience.What the Audience Likes: The status of the school, its history, and its competitive achievements.*owned by Meta, which is banned in the Russian Federation
2. Ceim Oir Russia
Content Theme: Competitions, dancer results, announcements, performances, and branch activitiesPlatforms / Adaptation: VK communities of individual branches, the official website, and occasionally Instagram*. Adaptation is weak: the website functions primarily as an archive, and VK serves as a news and information feed.Delivery Format: Announcements, competition rosters and results, photo reports, and informational publications.Visual Style: Functional and reportorial. It features diplomas, results, and photos from competitions. There is very little distinct brand visual identity.Tone of Voice: Formal. The primary focus is on facts, outcomes, and events.Audience Communication: Weak, predominantly informational. The audience receives announcements and results. There is a lack of interactive formats or dialogue.What the Audience Likes: The international status and the network of several branches.*owned by Meta, which is banned in the Russian Federation
3. Eirindance
Content Focus: Irish dancing, school life, sets, performances, competitions, plus educational content about Irish dancing.Platforms / Adaptation: VK, website, Zen. There is partial adaptation: Zen features long-reads and videos not available on VK. It utilizes the different functionalities of each platform better than the others.Delivery Format: Posts, long-form articles, educational materials, video clips, posters, photoshoots, and event announcements.Visual Style: Brighter and more authorial. Photoshoots, atmospheric photography, and posters. There is no single design code.Tone of Voice: Warm, emotional, and lively. There are direct appeals to the audience and a sense of community atmosphere.Audience Engagement: Medium. People leave reactions and comments, but the communication is not deeply reciprocal.What the Audience Likes: The friendly atmosphere and the community.
Indirect Competitors
1. Public «Irish Dancer»
Content Themes: Championship archives, music for dance, buy/sell announcements, experience sharing, community newsPlatforms / Adaptation: VK and Telegram. Content between VK and TG is duplicated without adaptation.Delivery Format: Collections, posts, archive videos, music tracks, announcements. There is no in-depth editorial work.Visual Style: Footage and clips from championships, old videosTone of Voice: Neutral, calm. The feeling of connecting with a familiar groupAudience Engagement: Well-established. The community is built on sharing practical information, comments, and interest in video materials.What the Audience Likes: Nostalgic/hard-to-find content, music for dance, sense of community
2. Irish Dancing Magazine
Content Focus: World championships, interviews with champions, industry news, trends, dancer storiesPlatforms / Adaptation: Website, YouTube, Instagram*, Facebook. Full adaptation for each platformDelivery Format: Articles, interviews, videos, reports, trend reviews, brand integrationsVisual Style: Professional championship coverage, vibrant covers, polished layout. At the level of a professional magazine with a defined design aestheticTone of Voice: Energetic, professional, journalistic. Positions itself as a primary source for industry newsAudience Engagement: Virtually non-existent due to the nature of the chosen content platformsWhat the Audience Likes: Exclusivity, interviews with stars, and news—a «window» into the global industry*owned by Meta, which is banned in the Russian Federation
Potential Competitors
1. Dancer-Blogger Svetlana Varlashkina
Content Theme: Champion’s personal brand. Training, nutrition, and behind-the-scenes life of an athlete.Platforms / Adaptation: Personal VK, Telegram channel, Instagram*. The same lifestyle content is posted across all platforms with almost no adaptation.Presentation Format: Reels, personal posts, notes about training and nutrition, and athlete diary-style content.Visual Style: Aesthetic personal blog, beautiful shots of food, training, and daily life. Shot on a phone.Tone of Voice: Friendly and open.Audience Interaction: Moderate. People can leave comments, but the athlete does not publish content on discussion topics.What the Audience Likes: Exclusivity and the ability to follow the champion’s life and sports program.*owned by Meta, which is banned in the territory of the Russian Federation
2. Carey Academy Moscow
