Equine Marketing Success: How ABRA Grew with Innovative Strategies

Equine Marketing Success with ABRA

One of my greatest honors in marketing has been serving as Marketing Director for the American Buckskin Registry Association (ABRA). This partnership highlights how equine marketing success is achieved when strategy, design, and innovation come together. By combining fresh branding, mobile-first technology, and creative outreach, ABRA has been able to strengthen its community and continue growing year after year.

A Client’s Words

Gena Loper, President of ABRA, shared these kind words about our work together:

“Karri has done an outstanding job as our Marketing Director at ABRA. She successfully rebranded the organization, designed an easy-to-navigate website, and managed all aspects of our social media, print publications, and World Show marketing and promotions. Her drive and passion for the organization contribute to our growth year after year. Karri is extremely innovative and has led us to be one of the first organizations to offer equine registrations online.”

Driving Innovation in the Equine Industry

When I began working with ABRA, one of the goals was to modernize how the organization connected with members. Together, we created a path to equine marketing success by:

• Complete Rebrand: Designed a new ABRA logo, developed an official color palette with hex codes, and created new logos for the World Show and Youth programs. I also produced a full branding guide to ensure consistency across all platforms.

• Pioneering Online Registrations: Implemented one of the first online registration systems in the equine association space.

• Mobile-First Registration Experience: Redesigned the website with an easy, phone-friendly flow. After launch, 65% of all ABRA registrations are now completed on a phone, a direct result of the mobile-first design.

• All Forms, All Online: Converted every ABRA form into a digital format, with online submission available. For members who prefer not to use the online option, PDF downloads are also provided as an alternative.

• Expanded Social Presence: Built beyond the existing Facebook by adding Instagram and LinkedIn, and launched a dedicated World Show group that has already grown to 2,000+ members.

• World Show Promotion: Led creative, targeted campaigns that boosted visibility, drove engagement, and attracted sponsorships and vendors to strengthen the event experience and revenue opportunities.

One of my proudest achievements is working “whiz bang” style, stretching small budgets into big results that truly move the needle for the organization.

Results that Prove Equine Marketing Success

The results have been clear: stronger member engagement, year-over-year growth, and a digital presence that reflects the credibility of the ABRA brand. Most importantly, the move to online, mobile-first registrations, now 65% via phone, and the availability of all forms online with PDF options for members who prefer them have made participation easier and more accessible.

The expanded social media footprint, thriving World Show group, and stronger sponsorship/vendor relationships demonstrate how strategic marketing and design drive both community engagement and financial growth. This collaboration proved that equine marketing success is possible when an organization invests in forward-thinking strategy, design, and innovation.

Let’s Create Your Success Story

Whether you’re in the equine industry or running a small business, the right mix of branding, design, and strategy can make all the difference. If your business is ready for growth and innovation, I’d love to help.

👉 Contact me today to start building your success story.

Karri Owens | karri@karriowensdesigns.com | 509-628-6904