Partnering With Pros

I’m dedicated to helping equine professionals drill down to the essential marketing tactics their businesses need and those that provide measurable results. Special publications and toolkits, designed for specific audiences’ needs. Photo by Jen Paulson

Horse professionals are a unique group of people. They start their businesses because they love horses, have exceptional talents with them, and want to make horses and competition the core of their lives. Most don’t, however, have business or marketing degrees to properly promote their offerings, let alone the time to do it all themselves.

Knowing this fact, five years ago I worked with Active Interest Media’s Catapult Creative Lab to develop the National Reining Horse Association Pro Trainer magazine, which is dedicated to helping NRHA Professionals grow and market their businesses, learn best practices, and plan for their futures. The successful project is now self-published quarterly by Jen Paulson Creative for NRHA as a digital publication that delivers to NRHA Pros worldwide.

Stemming from the Pro Trainer’s success, NRHA tasked Paulson with creating a digital marketing toolkit for NRHA Pros with three main goals: provide information that’s specially tailored for NRHA Professionals, offer action items to market their businesses, and help them better promote their businesses to gain new clients and build their brands. We aimed to create materials the pros could easily access, anywhere they had time to read and strategize. The offering had to be easy to understand, activate, and see results, all without overwhelming the audience of NRHA Pros.

The NRHA Professionals’ Marketing Toolkit launched in December 2020 with its first section, covering marketing strategy. The second two sections—addressing websites and social media—will go to NRHA Professionals in January and February 2021. 

Expanding my connection to pros in 2021, I’ll take over the reins on the annual Certified Horsemanship Association publication, The Instructor. I aim provide the same service-oriented information to this diverse group of equine professionals that they can use to amplify their marketing efforts and build their businesses.