Trinity Bee

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Trinity Bee Team

Peyton Agdamag

​

Monique Atkinson

Melanie Espaillat

Brean Powell

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Adam Scott

​

Shannan Wilburn

​

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“Experienced Professionals. The Latest Technology.”

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Situation Analysis

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• Horses and equines
• Recreational horses
• Show and race horses

​

​

​

​

• 2.5 million HH own horses
• 2 million horse volunteers

INDUSTRY OVERVIEW

• $23.4 billion sales in the U.S. in 2016
• 16% of sales is from medical services

​

​

​

• 67% of owners see horses as members of the family
• Lots of wagers are placed on racing horses.

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​

​

​

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Monique Atkinson

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Consumer Analysis

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PRIMARY RESEARCH

Injuries per Year

Annual Vet Visits

>240

​

4

​

⅔

​

2

3

80%

​

Respondents

Number of horses

Recreational Riders

Use Mobile Vets

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Ranking of the #1 Trait Respondents Look For In a Horse Rehabilitation Center

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Is the 5th largest state for farm-kept horses

FL horses in 2012, a 0.3% increase from 2007

Most common breed across the U.S. & in the S.E. region

SECONDARY RESEARCH

FL

121,034

Quarter Horse

2012 Census & 2015 NAHMS report from: Packaged Facts, 2017, U.S. Equine Market, 3rd Edition

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                       �

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Less likely to:

1. Ages 65+
2. Live in a single-person HH
3. Work in technical jobs
4. Have an income under $74k

HORSEBACK RIDERS (2016 SIMMONS)

More likely to:

1. Ages 18-21
1. Ages 22-39

2. Live in the Southwest

3. Live in larger households

4. Have children over 6 y.o

5. Have HH Income of $75k-99k

• HH Income of $150k+

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CURRENT SOCIAL MEDIA POSTS

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Competitor Analysis

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PRIMARY COMPETITORS

Quality equipment, facility & reputation

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THE COMPETITION

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SWOT Analysis

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Marketing Plan

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MARKETING OBJECTIVE

​

The objective is to attain sales of $200,000 during the 12-month campaign.

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TARGET MARKET

30-45 years old

$55K+ annually

Passionate about their horses

Mostly women

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Meet Sally

• 38 year old mom/wife/chiropractor
• Lives in Ocala with husband and her two boys, ages 9 & 11
• Has two quarter horses: Delilah & Poppy
• Often rides with her husband on Ocala’s horse trails
• Has been researching how to prevent muscle atrophy in horses
• Sally wants the best care for her horse as she wishes to continue to have them as an integral part of her family activities and tradition.

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UNIQUE SELLING PROPOSITION

​

For women who love their horse, Oakmont Rehabilitation and Wellness is the rehabilitation facility that offers affordable, personal care and wellness treatments customized to get your baby back up and running.

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Integrated Marketing Communications

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IMC

OBJECTIVE:

To increase awareness from 11% to 33% in the target market about Oakmont’s services.

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Use print magazines (ie. The Ocala Magazine), out-of-home advertising and social media to promote the brand and increase overall awareness by 200%.

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​

​

​

​

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IMC Strategies

Use social media to convey services and product offerings to 50% of the target audience.

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​

​

​

​

​

Use Facebook to communicate sales promotion coupons and contests to increase the customer conversion rate (consumers interacting with Oakmont accounts) by 20% from the target audience.

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​

​

​

​

​

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PRINT (ie. MAGAZINES)

​

Promotes Oakmont’s state-of-the-art equipment and services at an affordable price to 25% of the target market

OUT-OF-HOME (ie.BILLBOARDS)

​

Brings awareness to both local and out-of-town clients

​

Highlights Oakmont’s experience and technology, reaching 20% of the target market

ADVERTISING

Allows Oakmont to promote the brand while highlighting details that differentiate the company from competitors

IMC TOOLS

USED TO PROMOTE THE BRAND OFFLINE & ONLINE

EVENT SPONSORSHIP (ie. FLYERS)

​

Increases awareness & engagement with 20% of the target market

​

Distribute flyers & play demonstration videos

​

Great outlet to reach target market

​

​

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IMC TOOLS

FACEBOOK

Highlight current coupons & contests

Run advertisements

No cost to publish

Builds a quality reputation with 20% of target market

​

INSTAGRAM

Utilize for consistency

Implement hashtags to build awareness

No cost to publish

Increased interactions

Reaching 50% of target audience

SOCIAL MEDIA

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CREATIVE OFFERINGS

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BILLBOARD EXECUTION

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MAGAZINE

EXECUTION

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                       �

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FLYER

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SOCIAL MEDIA POST

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CLIENT MANDATORIES

&

LOGO

SOCIAL MEDIA

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Mr. DOLOR

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TIMELINE

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BUDGET BREAKDOWN

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BUDGET TOTALS

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EVALUATION

?

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Mr. DOLOR

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THANK YOU

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Monique Atkinson

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QUESTION TIME

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