Attached is my ad to get ready for the 2010 schedule. My full time career is in the marketing and PR world so I have enjoyed pulling together our "identity". Although perception is reality, one needs to have truth as the backbone to any campaign. Our PR strategy is based on communicating a statement that best reflects how people refer to my persona. The creative process I follow in any campaign begins with the overall message to communicate and using imagery to substantiate it. The logo we decided on integrates an "East meets West" look and we backed this up with professional images showcasing western apparel, western icons and pictures of Shiek. The heavy use of western imagery is backed up with a more elegant use of white space and a refined font.
All PR strategies must have an ROI- return on investment. In business, this is usually quantified in unit sales. Our end goal is exposure. Since Shiek and I are unknown on the AQHA circuit and our 2010 season is limited due to business obligations, we must use publications to maximize our exposure. We therefore have chosen to run the ad in both print and electronic formats to the appropriate demographic with the greatest circulation. After researching, we have chosen The Equine Chronicle and Go Horse Show Mag. We have also chosen to run ads multiple times because frequency assists in building a "brand". Hopefully the results we forecasted will follow our well thought our plan!
Kristin,
ReplyDeleteYour Ad is stunning! I am so excited to see how great you and Sheik will do in all your classes this year. I know you and Shawn have worked really hard and it will be a successful year! Keep blogging - I love reading the blog, and am going to go check out the websites you provided for gently used show clothing (thanks!).