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  • GotR Team

Customized Website Development (case study)

Updated: Jun 23

Declared by The New York Times as “America’s Quintessential American Ballerina,” Susan Jaffe was a principal dancer of American Ballet Theatre for 22 years, beginning in 1980. She appeared prominently in the international dance scene and frequently danced with Mikhail Baryshnikov.

She had a long and very successful career in ballet, which she attributes to specific steps of self-discovery — based on scientific principles — that she practiced to elevate her career. Ms. Jaffe began sharing these steps with others and eventually turned them into a workshop that she has given across the country.

In 2019, Ms. Jaffe decided to make her workshop available as an online course so more people could experience it. She hired Girl on the Roof to develop a brand and a marketable product. Girl on the Roof facilitated strategic identity discussions to help Susan articulate the essence of her brand. The result was a shout-worthy positioning statement and logo package that exceeded her expectations.


From there, Girl on the Roof designed a website in Kajabi — a platform often used for educational programs — where users can enroll in Susan’s online Effect of Intention workshop. The workshop is comprised of a series of pre-recorded, self-paced videos, slides (for which Girl on the Roof did content editing and layout) and downloadable workbooks (for which Girl on the Roof did content editing and layout). The website also streamlines the registration process for in-person workshops led by Ms. Jaffe, enabling her to manage her limited time most effectively.


Pages from the workbook:


When speaking about her success as a keynote speaker at an event in May of 2022, Ms. Jaffe credited the Girl on the Roof team for her branding, positioning, and website. She recommended startups looking for marketing assistance to contact Girl on the Roof, saying. “You cannot do better.”