The Challenge

Promoting a national 10-day championship horse show requires far more than advertising an event.

The campaign needed to engage multiple audiences, including exhibitors, owners, breeders, sponsors, charter clubs, youth members, and spectators, while communicating important deadlines, promoting new classes, recognizing sponsors, and providing timely event information across multiple digital platforms.

Success depended on delivering consistent messaging, maintaining strong engagement over several months, and ensuring exhibitors had the information they needed before and throughout the World Championship Show.

The Strategy

I developed a comprehensive multi-channel marketing strategy designed to increase participation, improve communication, strengthen sponsor visibility, and keep exhibitors engaged throughout the campaign.

Rather than relying on a single marketing channel, I created an integrated communications plan that combined website management, SEO content, email marketing, Meta paid advertising, social media marketing, digital publications, sponsor promotion, media outreach, and event communications into one coordinated campaign.

Every communication was designed to educate, engage, and build excitement while delivering a consistent brand experience throughout the entire event lifecycle: from pre-event promotion and registration to on-site communications and post-event coverage.

Deliverables

Marketing Strategy & Digital Campaigns

• Marketing strategy and campaign planning

• World Championship Show website management

• Landing page development

• SEO-optimized blog content

• Email marketing campaigns

• Social media strategy and management

• Meta paid advertising (Facebook & Instagram)

• Sponsor marketing campaigns

• Branded promotional graphics and videos

Event Communications

• Official World Championship Show Souvenir Program (print & digital)

• Exhibitor communications

• Stakeholder communications with board members, sponsors, vendors, and exhibitors

• Daily event updates

• ABRA text alert campaign

• World Championship Show recap article

• Media outreach to equine publications

Creative & Content Development

• Graphic design

• Video production

• Social media content creation (copy, graphics, and video)

• Sponsor recognition and promotional graphics

• Website content development (copy and graphics)

• Print advertising for equine publications

Results

The integrated marketing campaign supported one of the strongest World Championship Shows in ABRA history.

Participation Growth

• 30.8% increase in horses entered

• 20.8% increase in exhibitors

• 14.4% increase in class entries

• 13.5% increase in stall reservations

Marketing & Event Impact

• Supported the successful expansion to a 10-day World Championship Show

• Promoted the introduction of WRHA-approved Ranch Horse classes

• Increased visibility for sponsors through integrated digital marketing campaigns

• Developed consistent communications across website, email, social media, digital publications, and event materials

• Secured media coverage through the official World Championship Show recap distributed to equine industry publications.

• Helped strengthen ABRA's digital presence before, during, and after the event

Tools

• Wix

• Adobe Creative Suite (InDesign, Photoshop, Illustrator)

• Camtasia video editor

• Wix Ascend Email Marketing

• Meta Ads Manager

• Meta Business Suite

• Google Analytics

• Google Workspace

• Microsoft 365

My Role

• Marketing Strategy

• Campaign Management

• Event Marketing

• Content Marketing

• SEO Strategy

• SEO Content Writing

• Website Strategy & Management

• Email Marketing

• Meta Paid Advertising

• Social Media Marketing

• Sponsor Marketing

• Marketing Communications

• Graphic Design

• Digital Publications

• Media Relations

• Project Management

Why This Project Matters

The success of a large-scale event is always a team effort. ABRA's board of directors, office staff, volunteers, judges, exhibitors, sponsors, photographers, webcast partners, and countless others all contributed to making the 2026 World Championship Show a success.

This project reflects the type of marketing work I enjoy most: developing strategy, creating engaging content, managing multi-channel campaigns, and delivering measurable results. While the success of the World Championship Show was a true team effort, I'm proud to have played a key role in promoting the event, strengthening communications, elevating sponsor visibility, and supporting one of the most successful World Championship Shows in the association's history.