American Saddlebred Horse Association Marketing Blueprint

1. American Saddlebred Horse AssociationMarketing Blueprint ASHA Marketing Program

2. American Saddlebred Horse Association • 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. ASHA Marketing Program

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

4. Increase Memberships in American Saddlebred Horse Association. ASHA Marketing Program

5. “Increase ASHA Memberships” Strategies • We’re going to add value to the current memberships. • We’re going to explore new membership levels. • We’re going to keep in contact. • We’re going to give our members a forum for their thoughts and ideas. • We’re going to work with Charter Clubs and Youth Clubs to incent sales of ASHA memberships. ASHA Marketing Program

6. Add Value to Current Membership • 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. ASHA Marketing Program

7. Explore New Membership Levels • Non-Showing Memberships. • The transition from Junior Exhibitor to Young Amateur is crucial. It’s where most attrition occurs. ASHA Marketing Program

8. Keeping in Contact • Regular communication that keeps members up to date with current initiatives and where we stand with our goals. • Ezine • Email • 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. ASHA Marketing Program

9. Create Forums for Meaningful Q & A • Charter Clubs. • Forums in the ASHA publications for thoughtful Q & A. • Suggestion Email Box that is regularly reviewed and responded to. ASHA Marketing Program

10. Create Programs to Incent Sales • Charter Clubs • Youth Clubs • Individuals ASHA Marketing Program

11. Increase the Registration of American SaddlebredFoals. ASHA Marketing Program

12. “Increase Foal Registration” Strategies • We’re going to LOVE the breeder. • We’re going to increase Demand for the American Saddlebred product. • We’re going to publicize the versatility of the breed. • We’re going to create circuits to bridge the gap between Academy and Louisville. • We’re going to “increase our distribution”. • We’re going to “steal share” from competitive breeds. • We’re going to look at financial incentives for early registration of foals. ASHA Marketing Program

13. LOVE the Breeder • We’re going to continue to make breeding an American Saddlebred more accessible to more people. ASHA Marketing Program

14. LOVE the Breeder • We’re 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. ASHA Marketing Program

15. LOVE the Breeder • We’re going to make sure that breeders get the respect and attention they deserve. ASHA Marketing Program

16. Increase DEMAND for the American Saddlebred • We’re 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. ASHA Marketing Program

17. Increase DEMAND for the American Saddlebred • We’re going to work with show managers, Charter Clubs, and individuals to create showing opportunities that bridge the gap from Academy to Louisville. • We’re going to work with trainers to increase participation in multi-breed shows. ASHA Marketing Program

18. Create Financial Incentives for Early Registration • We’re going to work with the Registry to explore financial incentives for early registration and large foal crop registration. • We’re going to explore amnesty programs for getting more registered. ASHA Marketing Program

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

20. “Lesson Program/Riding Instructor” Strategies • We’re going to help new instructors get started and succeed. • In general. • In underserved or un-served areas. • We’re going to glorify instructors. ASHA Marketing Program

21. ASHA Marketing Program

22. Green: Teach Riding Lessons Yellow: Do Not Teach Riding Lessons ASHA Marketing Program

23. Help Instructors Succeed • 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 ASHA Marketing Program

24. Help Instructors Succeed • 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 ASHA Marketing Program

25. Glorify the Contributions of Instructors • 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 ASHA Marketing Program

26. Effectively position the American Saddlebred so that We Consistently Represent the Breed to Key Audiences. ASHA Marketing Program

27. American Saddlebred Creative Brief • 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. ASHA Marketing Program

28. American Saddlebred Creative Brief • 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." ASHA Marketing Program

29. Tasks to be Accomplished • 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. ASHA Marketing Program

30. Communications Considerations • 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. ASHA Marketing Program

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

32. American Saddlebred Horse AssociationMarketing Blueprint ASHA Marketing Program