A marketing program to position your brand as an industry leader using the enthusiasm

of the World Equestrian Games

Capitalizing on the Excitement of the

World Equestrian Games

Statement of Purpose

• The 2010 World Equestrian Games is a unique and important opportunity to open our world of horses to new audiences

• Coverage of the multitude of events and various disciplines presents a challenge for any single organization in our niche industry

• The horse industry needs to provide the excitement to inspire and the information to act, for people to start along the path of becoming horse riders and owners

DiscoverHorses.comObjectives

• Build awareness of the World Equestrian Games, and • Develop the interest and excitement surrounding the Games into an

ongoing involvement with horses • Coordinate the creation, upkeep and promotion of a site with the major

equine organizations so that horse enthusiasts can find out what is going on in horse world, and find information and links on most equine topics

DiscoverHorses.com will combine the efforts and numerous industry organizations

• 4 H• American Association of Equine Practitioners• American Driving Society• American Endurance Ride Conference• American Farrier Association• American Horse Council• American Morgan Horse Association• American Paint Horse Association• American Saddlebred Association• American Vaulting Association• American Youth Horse Council• Appaloosa Horse Club• American Quarter Horse Association• Arabian Horse Association• Back Country Horseman of America• Blaze Magazine• Certified Horsemanship Association• Competitive Trail Riders• Dude Ranch Association• Equine Assisted Growth and Learning Association

• Equestrian Land Conservation Resource• Equitrekking• Future Farmers of America• Horse & Hound• Jockey Club• Kentucky Horse Park• North American Riding for the Handicapped

Association • National Cutting Horse Association• National Reining Horse Association• Rick Lamb• Thoroughbred Owners & Breeders Association• United States Eventing• United States Polo Association• United States Pony Club• United States Trotting Association• United States Dressage Federation• United States Equestrian Federation• United States Hunter Jumper Association

Home Page

Covering the Road to WEGWith help from our Partners at the AQHA, USEF, and more

Highlight the Competitions Each major discipline will have it’s own

section with:

• Results and reports• Spectator guides• Competitor & horse profiles• Blogs• Link to association(s)• Competition schedule• Photo gallery• Mobile connectivity

Road to WEG – Discipline Channels

Growing the Pie - Educating existing and potential horse owners

DiscoverHorses.com – Resources for horse owners

A Calendar for the Whole Industry

Getting horseman and enthusiasts involved

Involving the Next Generation of Riders

DiscoverHorses.com - Driving traffic

To present this new industry resource, we will utilize all of the marketing tools of the Equine Network PLUS strategic promotional efforts with our content partners like the

AQHA, USEF, Kentucky Horse Park, etc.

• Ads will run in our National Magazines-EQUUS, Horse & Rider, Practical Horseman, and Dressage Today every month in 2010. Over 500,000 Banners will be run on EquiSearch.com and Equine.com each month for the next year.

• Weekly Blasts of a DiscoverHorses Newsletter will be sent to horsemen targeted to promote the channels most relevant to them. Equine Network’s database of over 500,000 emails will be utilized to keep horsemen up to date on news and events and drive them to the site for more detail.

• Newsletters for Equine.com, EquiSearch.com, and all magazine newsletters will promote the site every month for the next year. Collectively, these newsletter hit over 400,000 different horsemen.

• Mobile Applications will be used to promote several of the Resources available on the site including Road to WEG content, Find a Stable, GET-A-DVM, etc.

• Social Media Tools like Facebook and Twitter will be used to drive traffic by making regular announcements about updated content and breaking stories.

DiscoverHorses.com Weekly NewsletterThe Weekly newsletter will be a primary driver of traffic.

Equine Network and partners will utilize their large database of emails to push targeted content to names targeted by discipline and interest.

Dressage headlines and results will be sent to Dressage Today readers and other Dressage emails.

Reining information to Horse & Rider and other Western discipline emails, etc.

Mobile Apps• Breaking news

about World Equestrian Games.

• Audio podcasts of Horse tips

• Find a Riding Stable near you.

• Find a Tack Shop

• Find a Vet for your horse

WEG Channel SponsorshipYour Sponsorship of the primary Channel puts your message in front

of a targeted list of enthusiastic horseman.

Your company is strongly branded with a logo denoting Sponsorship in the main Heading for the section.

Plus two banner ad positions, a 160 X 600 Tower ad and a 180 X 150 Square ad will frame EVERY page within the channel and are the ONLY ads on the page.

Your Company will be presented as a Sponsor in all Promotional Efforts including -

• E-Newsletter blasts targeted to enthusiasts interested in the Road to WEG Channel. Up to 50,000 Emails per month will drive traffic to your sponsored channel and will contain an exclusive banner advertising position for your use as well as your logo denoting sponsorship.

• Targeted Banners on EquiSearch.com and Equine.com promoting the Road to WEG Channel again including your company’s logo.

• Print ads in national publications from the Equine Network to promote the DiscoverHorses.com and your company.

• Social Media announcements on Facebook and Twitter to drive traffic to the site.

Summary of Sponsorship Benefits• Banner position and Sponsor Designation on DiscoverHorses Newsletter

sent to over 50,000 targeted names each month. (Value $1,500 per month)• Over 100,000 banner impressions per month targeted to your best

customers (Value $1,500 per month)• Logo presentation as a Sponsor in our leading national magazines (Value

$500 per month)• Logo on all sponsored pages in the Channel Navigation Bar (Value $500 per

month)• Print Ad in Discover Horses magazine, distributed throughout the year to

horse enthusiasts and competition participants at the Kentucky Horse Park

Value $4,000 per month, $48,000 in Online Promotion plus $5,000 in print advertising