6/4/2014ASHA Marketing Program1 American Saddlebred Horse Association Marketing Blueprint

American Saddlebred Horse Association 6/4/2014ASHA Marketing Program2 ASHA Mission Statement The mission of the American Saddlebred Horse Association is to promote, improve and protect the grace, intelligence and versatility of the American Saddlebred, and to provide programs and services supporting our members, while fostering public awareness of the breed.

Our Goals 6/4/2014ASHA Marketing Program3 1. Increase memberships in American Saddlebred Horse Association. 2. Increase the registration of American Saddlebred foals. 3. Increase the Number of Lesson Programs/Riding Instructors/College Equine Programs using American Saddlebreds, including Saddle Seat and other disciplines. 4. Effectively position the American Saddlebred so that we consistently represent the breed to key audiences.

6/4/2014ASHA Marketing Program4 Increase Memberships in American Saddlebred Horse Association.

Increase ASHA Memberships Strategies 6/4/2014ASHA Marketing Program5 Were going to add value to the current memberships. Were going to explore new membership levels. Were going to keep in contact. Were going to give our members a forum for their thoughts and ideas. Were going to work with Charter Clubs and Youth Clubs to incent sales of ASHA memberships.

Add Value to Current Membership 6/4/2014ASHA Marketing Program6 Better branded recruitment and welcome materials. More relevant discounts and perks from vendors that matter to our members. Leverage pass through perks from the USEF.

Explore New Membership Levels 6/4/2014ASHA Marketing Program7 Non-Showing Memberships. The transition from Junior Exhibitor to Young Amateur is crucial. Its where most attrition occurs.

Keeping in Contact 6/4/2014ASHA Marketing Program8 Regular communication that keeps members up to date with current initiatives and where we stand with our goals. Ezine You Tube Social including Facebook, Instagram, Twitter, Pinterest, Vine Young people rely on these as platforms to communicate. Encourage them to share on our behalf. Engage the youth.

Create Forums for Meaningful Q & A 6/4/2014ASHA Marketing Program9 Charter Clubs. Forums in the ASHA publications for thoughtful Q & A. Suggestion Box that is regularly reviewed and responded to.

Create Programs to Incent Sales 6/4/2014ASHA Marketing Program10 Charter Clubs Youth Clubs Individuals

6/4/2014ASHA Marketing Program11 Increase the Registration of American Saddlebred Foals.

Increase Foal Registration Strategies 6/4/2014ASHA Marketing Program12 Were going to LOVE the breeder. Were going to increase Demand for the American Saddlebred product. Were going to publicize the versatility of the breed. Were going to create circuits to bridge the gap between Academy and Louisville. Were going to increase our distribution. Were going to steal share from competitive breeds. Were going to look at financial incentives for early registration of foals.

LOVE the Breeder 6/4/2014ASHA Marketing Program13 Were going to continue to make breeding an American Saddlebred more accessible to more people.

LOVE the Breeder 6/4/2014ASHA Marketing Program14 Were going to support successful programs like the All American Cup and its efforts to promote breeding and educate breeders. AAC Clinic to be held at the All American Horse Classic in Indianapolis for those that need and want a little help. Filmed and available for home reference.

LOVE the Breeder 6/4/2014ASHA Marketing Program15 Were going to make sure that breeders get the respect and attention they deserve.

Increase DEMAND for the American Saddlebred 6/4/2014ASHA Marketing Program16 Were going to publicize the versatility and relevance of the breed. Support grass roots efforts like the Bluegrass Futurity Hunter Classic. Continue to support programs that promote breeding like the All American Cup and Bluegrass Futurity.

Increase DEMAND for the American Saddlebred 6/4/2014ASHA Marketing Program17 Were going to work with show managers, Charter Clubs, and individuals to create showing opportunities that bridge the gap from Academy to Louisville. Were going to work with trainers to increase participation in multi-breed shows.

Create Financial Incentives for Early Registration 6/4/2014ASHA Marketing Program18 Were going to work with the Registry to explore financial incentives for early registration and large foal crop registration. Were going to explore amnesty programs for getting more registered.

6/4/2014ASHA Marketing Program19 Increase the Number of Lesson Programs/Riding Instructors/College Equine Programs using American Saddlebreds, including Saddle Seat and other disciplines.

Lesson Program/Riding Instructor Strategies 6/4/2014ASHA Marketing Program20 Were going to help new instructors get started and succeed. In general. In underserved or un-served areas. Were going to glorify instructors.

6/4/2014ASHA Marketing Program21

6/4/2014ASHA Marketing Program22 Green: Teach Riding Lessons Yellow: Do Not Teach Riding Lessons

Help Instructors Succeed 6/4/2014ASHA Marketing Program23 Announcing the ASHA Riding Program Council Support group to new instructors Riding Program Best Practices manual rough draft in process Web Site and Social media help Access to Mentors

Help Instructors Succeed 6/4/2014ASHA Marketing Program24 Announcing the Marple Lesson Program Grant Grant Money to those instructors wishing to open in underserved or unserved areas. Applications taken by ASHA and reviewed by BOD. Official tack sponsors and discounted lesson horses from Saddlebred Rescue

Glorify the Contributions of Instructors 6/4/2014ASHA Marketing Program25 Add Instructor names to announcements Add instructors names in print and digital advertising Add instructors to First Timers Program at Louisville Establish awards at the national and Charter Club level for Instructors of the Year

6/4/2014ASHA Marketing Program26 Effectively position the American Saddlebred so that We Consistently Represent the Breed to Key Audiences.

American Saddlebred Creative Brief 6/4/2014ASHA Marketing Program27 Communications Opportunity The American Saddlebred Horse Association would like to make more people aware of the American Saddlebred horse and educate them about the breed with the ultimate goal of getting more people to own an American Saddlebred Horse.

American Saddlebred Creative Brief 6/4/2014ASHA Marketing Program28 Creative Brief The American Saddlebred is the breed of horse that is perfect for a broad group of horse-loving Americans because it is the only horse that combines the versatility consumers want and need with the beauty, intelligence, personality, and natural animated gait of a true performance horse. In other words, the prettiest show horse in the barn is also the most versatile horse in the barn. "Whether you're trail riding through a creek or bursting through an end gait, riding an American Saddlebred is like no other. It's the ultimate ride that is accessible for all horse lovers from a riding and cost standpoint."

Tasks to be Accomplished 6/4/2014ASHA Marketing Program29 Create New Online and Offline materials. Create a New Brand Identity. Solicit input from members through the Charter Club Council as to what materials will make them successful. Maintain control of brand by requiring all ASHA materials be produced through the Association.

Communications Considerations 6/4/2014ASHA Marketing Program30 Must include versatility of the breed as cornerstone of our words and imagery. Must create materials that appeal to key demographics of young people and middle- aged women. Must capitalize on the American history aspects of the breed including entertainment in such a way that average people, (non-horse people) can relate. Must make great use of video and pictures as cornerstones. The breed is best explained through these media. Must create materials that are easily shareable and graphically bold so they stand up to multiple use cases including clothing, printing, video, and digital.

Our Goals 6/4/2014ASHA Marketing Program31 1. Increase memberships in American Saddlebred Horse Association. 2. Increase the registration of American Saddlebred foals. 3. Increase the Number of Lesson Programs/Riding Instructors/College Equine Programs using American Saddlebreds, including Saddle Seat and other disciplines. 4. Effectively position the American Saddlebred so that we consistently represent the breed to key audiences.

6/4/2014ASHA Marketing Program32 American Saddlebred Horse Association Marketing Blueprint