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Client: Sundae Swim School
Location: San Clemente, California
Industry: Swim Instruction + Aquatics Education
Services: Marketing Strategy • Social Media • Content Creation • Website + SEO • Google Ads • Program Launch Strategy • Video + Digital Course Development

Sundae Swim School is a San Clemente-based swim school providing personalized instruction for swimmers of different ages, abilities and experience levels. From Parent & Me classes and progressive youth swim lessons to adaptive instruction and adult swimming, Sundae’s approach is centered around helping swimmers become safer, stronger and more confident in the water. As the business continued to grow, owner Jaclyn Hearne wanted its marketing presence to grow with it.

Sundae Swim School had something incredibly valuable: a highly personal approach to swim instruction and a business with room to expand. Our goal was to make sure its marketing reflected that. Rather than focusing on one channel, DAWN developed an ongoing marketing strategy designed to strengthen Sundae’s overall digital presence, consistently communicate its programs and give the business the foundation it needed to introduce new services. That has included everything from day-to-day social media and website optimization to paid advertising, content production and strategic support for new program launches.

Build consistency across the brand.

We developed an ongoing content strategy designed to educate parents and swimmers, showcase the personality behind Sundae Swim School, highlight available programs and keep the business visible throughout the year. Regular content capture allows us to build a library of authentic photos and videos rather than relying solely on graphics or stock imagery.

Strengthen search visibility.

Alongside ongoing website maintenance, DAWN works to improve Sundae Swim School’s search presence through SEO-focused website updates and content. The goal is simple: when families and swimmers in Orange County are actively looking for swim instruction, Sundae should be easy to discover and easy to understand.

Support growth with paid advertising.

Organic marketing is paired with targeted digital advertising to help Sundae reach potential swimmers beyond its existing audience and drive qualified traffic toward priority programs.

Turn expertise into something scalable.

One of the most exciting stages of our partnership has been helping Sundae Swim School develop and market its adult swim program. Together, we mapped out how Jaclyn’s in-water expertise could translate into a structured digital learning experience. DAWN helped plan the curriculum, organize filming, develop lesson-support materials and create promotional content around the program—turning a service traditionally limited by geography and instructor availability into an opportunity to reach adult swimmers far beyond San Clemente.

Adult swimming presented a particularly interesting marketing opportunity. Many adults who never learned to swim aren’t simply looking for another fitness class. They may be overcoming fear of the water, preparing for a specific goal or finally deciding to learn a skill they have avoided for years. That meant the marketing needed to feel approachable, encouraging and realistic. We developed messaging and content around the actual adult-swimmer journey, while creating a structured progression that allows participants to build skills and confidence step by step.

The launch strategy brings together:

Video instruction • Digital lesson materials • Social content • Website + SEO • Google Ads • Program-specific promotional campaigns

Instead of simply advertising another class, we’re helping Sundae build an entirely new product within its existing brand.

Our work with Sundae Swim School represents how DAWN approaches marketing partnerships.

We don't start with, “What should we post this week?”

We start with, “Where is the business trying to go?”

From there, social media, content, SEO, advertising, email, website development and creative campaigns become tools supporting a larger strategy. For Sundae, that has meant strengthening its local presence in Orange County while simultaneously building opportunities for the brand to reach swimmers well beyond its home market.

DAWN Marketing works with growing Orange County businesses that need more than another marketing vendor. We become an extension of your team, bringing strategy, creative execution and ongoing marketing support together under one roof.