Situation Analysis

Background

Enkore Dance Company can account for almost half a decade of consistent innovation

and artistry within dance. In 2009 Damarcko Price, along with Anthony Davis and Kemar Morris

founded Enkore Dance Company at Laurel High School in Laurel, Maryland. After many years

of creating and performing together, the teams’ natural ability to create masterpieces through

dance enabled them to attract perspective and local dancers, mostly students between the ages of

5 to 18.

Even though Enkore Dance Company is still fairly new it has not stopped them from

gracing prominent stages such as the Bronner Bros International Hair Show, 106 & Parks

Wildin’ Out Wednesdays Dance Competition, opening for Grand Hustle’s OMG Girlz and even

making a quick appearance on Housewives of Atlanta Season 5. Enkore Dance Company allows

dancers in the small town of Laurel to showcase their abilities, learn, travel, and network within

the industry all while learning discipline and technique of different styles of dance.

Enkore’s objective is to train young dancers to achieve and sustain a professional career

in entertainment. Enkore is a tuition- free company for dancers of all ages, so no dancers’ gift

will be lost or limited due to finances. Instead Enkore looks at the grades of dancers’ still

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attending school because education in all aspects is Enkores number one priority. Enkore strives

to create a brand that will eventually become international attracting dancers from around the

world.

SWOT Analysis

Strengths

• Strong fan base in Laurel, Maryland

• Enkore has graced many prominent stages in its short lifespan

• A lot of Enkore members dancers get booked to popular agencies

• Strong dance foundation and background from each key member of Enkore

• They are always invited to perform throughout the east coast

• They have worked with many celebrities

• Strong relationship with its dancers and surrounding community.

• Stable staffing

Weakness

• Enkore is tuition free so there is no financial security

• No local media attention

• No Public Relations team

• While the organization has an n active website, YouTube, Twitter, Facebook, and

Instagram, they have not been utilized to its fullest extent by involving consistent

activity and interaction with its visitors.

Opportunity

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• To move or expand Enkore to other states

• Valuable partnerships can be made with other community organizations

• Spread awareness about Enkore

• Located in Prince Georges County, one of the wealthiest counties is America

Threats

• Other local youth organizations seeking funding

• The end of Enkore because the lack of revenue

Competition

Enkores primary competitors are hip hop dance companies in the area. In Maryland, there

are countless hip hop dance teams growing into companies that offer tuition- free services along

with the opportunity to travel and perform at different venues. The popular Maryland based

dance company, Raw Element, is Enkores main competition. Raw Element and Enkore engages

in a lot of friendly competition because some members of Enkore Dance Company were once

members of Raw Element. Both companies are very similar in operation because Enkores

founders had prominent positions in Raw Element before they decided to branch off and start

Enkore Dance Company. Other local youth organizations, such as football leagues or

gymnastics, can also be viewed as competition because Enkore has to compete with these local

youth organizations for participants and media attention. There are over a thousand youth

organizations in Maryland so Enkore will have to separate itself stand out as a company to gain

sponsorship.

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Research

We are going to keep our current target audience; however, our strategy to engage a new

target audience is solely based off of opportunities to gain revenue. The self proclaimed “richest

African American county”, Prince Georges County, is known have high income households so

the decision to engage and interact with local stakeholders in Prince Georges County is a perfect

strategy to gain revenue. According to city-data.com in 2011, Bowie, Woodmore, and

Mitchellville Maryland are three cities whose household incomes are higher than the estimated

median range for the state of Maryland. These households are more likely to pay for their child

to participate in Enkore because they have more of a disposable income.

According to city-data.com, Bowie Maryland’s average household income is over $20,000 more

than the states average household income.

Woodmore, Maryland is over $90,000 over the median household income

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Mitchellville, Maryland with $30,000 over the median household income

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It’s recommended that Enkore apply for A 501(c) 3 which is a type of incorporation that

is used to set up a charitable corporation. A charitable company is one that is set up with the

intention of providing some kind of service to the community, rather than making a profit. This

allows Enkore to be able to receive funding or grants from companies wishing to sponsor them.

A 501( c) 3 will serve as a second source of revenue to provide funding for those who may be

experiencing economic hardship.

Enkore also needs to update their current website and social media pages in order to

attract more traffic to these pages. The website must look professional and constantly updated

with current and upcoming events. A list of all local newspapers, radio stations and news stations

will be needed to send out the Public Service Announcement about the free dance event.

Core Problem

Most recently, Enkore began to receive numerous invitations to perform throughout the east

coast. Unfortunately, since the company is tuition –free organization, it makes it harder to travel

to performances due to the lack of finances. Enkore prides its self for not charging dancers a fee

to showcase their talent but it makes it harder for Enkore to expand. Another problem is Enkores

presence or lack thereof in social media. Enkores presence is slim to none because they do not

have the proper websites and social media sites needed to expand awareness and build their

brand. Their current websites are outdated and unattractive.

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Target Audience

Action Desired from Target Audience

Attendance and media coverage of upcoming Enkore events and overall awareness of Enkore

Dance Company.

• Local newspapers, radio stations and news stations

• Residents of surrounding cities whose income enables them to pay for their child to

participate in Enkore

• Millennial dancers that use social media to follow Enkore

Goal

The goal of this campaign is to increase awareness and revenue of Enkore Dance

Company by rebranding and identifying a new stakeholder target audience.

Objectives/ Strategies/ Tactics

Objective 1: Have at least two articles or reports in the media by next May.

Strategy 1) Engage local media outlets with news- worthy, informative pieces.

Tactic 1) Plan free dance workshop to invite media to

Tactic 2) Create a Press Release and PSA for event

Tactic 3) Send out press release and PSA to local media outlets

Tactic 4) Try to arrange a radio interview about event at local stations

Objective 2: Engage stakeholder audience whose income enables them to pay for their child

to participate in Enkore.

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Strategy 1) Arrange a meeting with a council member of each city to find out what community

events Enkore can participate in (Bowie, Mitchellville, and Woodmore)

Tactic 5) Pass out event flyers in stakeholder communities

Tactic 6) Participate in stakeholders community events

Tactic 7) Provide free exhibit to residents/stakeholders to increase the interest of stakeholders

and their children

Tactic 8) Add dance workshop to community event calendar

Objective 3: Increase amount of traffic via social media and website by 5% by next May.

Strategy 1) Relaunch website and social media

Tactic 9) Propose Instagram and social media campaign

Tactic 10) Instagram video contest

Tactic 11) Update current YouTube page

Tactic 12) Update current website

Evaluation

Objective 1

The effectiveness of the news release, radio PSA and radio interview can be evaluated within 2-

months by measuring feedback from Enkores target audiences. Evaluate through how many

news articles, news features, emails, phone calls, or questions were asked about the topic and

their tone when asking.

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Objective 2

Gaining at least 10 paying Enkore members by May 2014 will allow us to know whether we

accomplished our goal.

Objective 3

To evaluate the success of the social media relaunch, Google Analytics will be used to measure

the traffic and interaction. Google Analytics is a service offered by Google that generates

detailed statistics about a website's traffic and traffic sources and measures conversions and

sales. With this, Enkore will be able accurately measure visitor traffic and keep track of its

growth.

Conclusion

After thorough research, the conclusion was made for the best ways to fulfill the objectives and

meet the goals needed to gain revenue, media and social media attention. Engaging a stakeholder

audience enables Enkore to expand and collect revenue. The supporting tactics include a press

release, a PSA, radio shows appearance, social media interaction, meetings with council

members and free dance workshops. The three most important actions recommended is to update

current website and webpage’s, engage stakeholder audience ,and plan event to get the attention

of local media outlets.

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Suggested Budget for Dance Workshop

The suggested budget for this campaign is fairly inexpensive because most communication

tactics are free of charge

Paper $40

Printing $50

T-Shirts 50 x $7.00 $350

Banner $100

DJ $150

Water $10

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Timeline

November 2013

Begin planning for event

Begin updating website and social media pages

Create media list of local newspapers, radio stations and news stations

Propose social media campaign

Schedule meetings with cities council members

Search Parks and Recreations Events within target cities

Work on being booked for Parks and Recreations and community events within

stakeholder cities

December 2013

Work on booking radio interview about event

Send press releases to local news, and radio stations

Send PSA to local radios stations

Free dance exhibit in Woodmore

January- February 2014

Participate in stakeholder community events

Invite local media to dance workshop

Free dance workshop January 11

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March- April

Free dance exhibit in Bowie

Continue to participate in stakeholder community activities

Continue interaction on social media

May

Enkore should have at least 10 new members

Webpage and social media traffic should have improved by 5%

At least two stories should have been featured in the local newspaper or news station

Have free dance exhibit in Mitchellville

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Work Cited

• Enkore 2013 Summer Audition Promo. Dir. Kemar Morris. Perf. Enkore

Dance Company.YouTube. YouTube, May-June 2013. Web. 21 Oct. 2013.

<http://www.youtube.com/>.

•

• "Stats about All US Cities - Real Estate, Relocation Info, Crime, House

Prices, Cost of Living, Races, Home Value Estimator, Recent Sales,

Income, Photos, Schools, Maps, Weather, Neighborhoods, and

More." Stats about All US Cities - Real Estate, Relocation Info, Crime,

House Prices, Cost of Living, Races, Home Value Estimator, Recent Sales,

Income, Photos, Schools, Maps, Weather, Neighborhoods, and More.

N.p., n.d. Web. 21 Oct. 2013.

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