Rhythm & Roots Marketing, Inc.

Rhythm & Roots Marketing is a nonprofit organization dedicated to revitalizing square dance clubs by promoting their activities and classes through the communication channels people rely on today. We utilize user-friendly websites optimized for online searches, email campaigns, and social media interaction to attract and engage a younger, tech-savvy audience. By aligning traditional square dancing with contemporary marketing, we aim to ensure its legacy endures for future generations.

We are especially committed to supporting youth involvement in square dancing by helping clubs create welcoming opportunities for children, teens, and young adults to explore the joy of dance. Through targeted outreach and family-friendly promotion, we work to foster the next generation of dancers and keep this uniquely American tradition alive and thriving.

Problem Statement

Since the 1980s, the popularity of square dancing has steadily declined, primarily due to an aging audience without a younger generation stepping in to take their place. This decline threatens the survival of this uniquely American form of dance, which offers numerous social and physical benefits. A significant barrier to attracting young people to square dancing is the lack of modern, resonant advertising. Square dancing must be made more accessible and appealing to younger demographics by leveraging contemporary marketing strategies.

Vision Statement

We envision a future where square dance classes and club activities are easily discoverable online, enabling a new generation of dancers to connect with this vibrant tradition. Enthusiasts of all ages can quickly find clubs through Google searches, visually engaging websites, and active social media profiles. Clubs maintain dynamic, up-to-date communications with members through email and text, creating a seamless and modern user experience. By embracing technology, square dance clubs will thrive as inclusive and accessible communities.

Target Audience:

Our primary audience is square dance clubs in need of increasing participation in beginner classes and growing their membership base. These clubs are typically community-driven organizations that prioritize social engagement, physical activity, and the preservation of square dance as a cherished tradition.

Positioning Statement:

We help square dance clubs connect with potential participants by raising awareness of their beginner classes and fostering excitement about social square dancing. By highlighting the joy, community, and health benefits of square dancing, we attract new members eager to join a vibrant, welcoming tradition.