Power Jam: Fueling the Future of Nashville Junior Roller Derby

Publication Date

Spring 2026

College

College of Liberal Arts & Social Sciences

Department

Public Relations, Department of

Student Level

Undergraduate

Faculty Mentor

Bonnie P. Riechert

Presentation Type

Talk/Oral

Summary

Power Jam: Fueling the Future of Nashville Junior Roller Derby

Madison E. Denton, Kate M. Kingsmill, Gabriela I. Norris

Belmont University

Faculty Advisor: Bonnie P. Reichert, Ph.D., APR, Fellow PRSA

This campaign, developed by Curb Communications in partnership with Nashville Junior Roller Derby (NJRD), aims to elevate the league's community profile and address critical engagement gaps through a strategic awareness and recruitment initiative. Since its founding in 2010, NJRD has provided a high-energy, inclusive environment for youth ages 8-17, yet it currently faces challenges regarding digital aesthetic consistency and infrastructural stability. Through a mix of primary interviews and secondary research into niche sport trends, Curb Communications identified the need for a more dynamic digital presence and face-to-face community integration. The campaign focuses on three core strategies: humanizing the brand through short-form video content to boost digital engagement, deploying "street teams" to local events to recruit volunteers and athletes, and articulating the league’s unique "brand soul" of empowerment and camaraderie. By targeting parents, youth, and local supporters, this plan provides a sustainable framework for NJRD to grow its membership and solidify its status as a vital part of the Nashville community.

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