SMWC

Reputation is everything. Make a name for your school.

Develop new revenue streams so you can expand and attract.

Reinventing the fundraising model

CHALLENGES

  • Not highly ranked
  • Not well known
  • Not academically superior
  • No famous alumni
  • Not a lot of amenities
  • In the middle of nowhere
  • Most of all, not cheap

SCOPE

  • Market Research
  • Brand Sentiment Analysis
  • Strategic Planning
  • Financial Analysis
  • PR
  • Publishing Rights
  • Media Budget
  • Branding
  • Sponsorships
  • Partnerships
  • Event Development
  • Social Media Strategy
  • Community Development

Objective(s):
— Create a pipeline of high quality candidates from affluent communities within a 2-3 hour drive of SMWC.
— Increase yield by strengthening our reputation and brand affinity.
— Develop new revenue streams that allow for campus renovations, development and expansion.

Strategy
A 3 week Riding Camp for 14-18 year old high school students.

Pipeline to Affluent Families
Corporate Sponsorships
Promotion through Partnerships
Event Development
Evergreen News

Market Segmentation, Target Audience, Persona Development

The father works as a lawyer, doctor, accountant, business owner.
The mother is a stay at home wife, works for a non-profit, volunteers her time.
They drive a BMW, Lexus, Mercedes, Land Rover.
Starbucks is a daily stop. They have a Nespresso machine at home.

Loves the outdoors

Build the Best Riding Program in the Nation

Summer Camp

Riding/Jumping Competition

Campus Expansion

Apparel Line

Fashion to Inspire Envy, Create Culture

Gossip Girl

Riding Competitions

Social/Influencer Strategy

How do we involve influencers? How do we create mini-spokespeople? Spokes-moms?

Social Media Campaign based around common questions? the worst advice you ever got?

Partnerships

Miasuki
Cavalleria Toscana
Kask
Kingsland
Samshield
Freejump
Butet
Pariani
Parlanti
Razzapura
Two Bits Equestrian

https://en.wikipedia.org/wiki/Equestrianism
https://en.wikipedia.org/wiki/Glossary_of_equestrian_terms
https://en.wikipedia.org/wiki/Horse_community