Campaigning

Advanced Level Campaigning Costs Per Season

 

Fuel  and Maintenance $10,000.00+ per show season, annual average for kms travelled: 75,000 km
Entry Fees $10,000.00+ per show season
Stabling $20,000.00+ per year
Coaching / Training $10,000.00+ per year
Farrier / Therapies and other Modalities $6,000.00+   per year
Veterinary Care $7,000.00+   per year
Total annual expenses:     $63,000.00+
 

 

Who’s your Audience?

 

Did you know that the horse industry contributes a total of 19.6 billion dollars to the Canadian economy annually!

 

Audience Demographic at Advanced Level Competitions:

Source: The United States Equestrian Federation profile of 80,000 members and audiences at federation events.

 

  • Females comprise 85% of participants
  • The average age is 39
  • 40% earn an excess of 150k per year
  • 80% have a college degree
  • The average home value is 412,000 USD
  • 81% own their primary residence outright
  • 15% own a second home
  • 78% are members of a frequent flyer program
  • 97% have one or more credit cards
  • 55% of the automobiles owned were purchased with the last year
  • Participate in approximately 14 events per year
  • Own an average of 5 horses each

 

 Average Equestrian Demographic in North America (focus on Canada):

Source: Equine Canada / Hippique Canada, 2010 Canadian Equine Industry Profile Study

 

  • Female (75% of those interviewed)
  • BRAND loyal consumers
  • “Baby-boomer” generation (median age 50 – 59 years of age)
  • 46% national industry rider participation age is between 40-59 years of age
  • Well-educated (85% with some post secondary education)
  • The national average annual income of horse owners to non-horse owners who earn over 100k per year is 4-1.
  • In Ontario, living in households with a median annual income of $80,000 – $100,000
  • The ratio of equestrians who own other pets (dogs and cats) to the general population is 3 to 1.
  • There are 15,000,000 people over the age of 12 who ride a horse on a regular basis.
  • The attendance at horse related events yearly is almost 100,000,000
  • In Ontario, 42% of people get their information from the Internet
  • In Ontario, 41% of people get their information from industry magazines

 

Industry HIGHLIGHTS from 2011 Equine Canada Study of General Economic Contribution, P10, Chapter 5

 

  • The horse industry contributes more than $19 billion annually to the Canadian economy
  • The Canadian horse industry supports more than 154,000 jobs in Canada – one full-time job for every 6.25 horses in Canada
  • The Canadian horse industry generates $13,555,283,212 ($13.5 billion) in annual expenditures for production, care and activities with horses.
  • The total annual economic contribution to the Canadian economy from horses and 

    activities with horses is $19,655,160,657 ($19.6 billion).

  • There are an estimated 855,000 people active in the horse industry in 2010 – 556,000 living in horse-owning households and an additional 350,400  involved using horses owned by others
  • There are more adults participating than children in 2010 – participation is 59% adult / 41% children

     

 
What O’Hanlon Eventing can provide:

 

Equine Canada has established that 83% of information sourced to audience comes from Internet and Magazines, we offer the following:

 

  • Sponsor exposure on various platforms including:‚Äč
    • Selenaohanlon.ca website with feature sponsor splash page and write up
    • Selenaohanlon.ca blog entries at major competition and at home
    • Industry circulated blog at a major industry magazine website: Morag’s blog at Horse-Canada.com
    • Social Media exposure through a strategic social media strategy including but not limited to Twitter, Facebook
    • Local exposure when featured in local papers.  Latest article was featured in the front page of the sports section on The Whig Standard.  For a full media coverage visit the website at: http://www.selenaohanlon.ca/_home/media
    • Local exposure for annual events held at Balsam Hall, Kingston, ON, Canada
    • Use your product. And be in your ads

 

  • Wear your product logo while competing, training, coaching and as a host clinician (abiding with Team Canada (Team)  and/or “other” restrictions in accordance with Team policies and regulations)
  • Hang your advertising banners at competitions (where permitted) and at home
  • Truck or Trailer decal exposure opportunities – average 75,000 km per season equals high profile decal exposure.  A direct marketing opportunity.
  • Be a spokesperson for your product (Selena is very professional and well spoken and never at
    a loss for words).  Selena on the CBC radio on O’Hanlon Eventing facebook page https://www.facebook.com/video/video.php?v=1410683560933
  • Access to an elite, BRAND LOYAL audience\market with proven high income purchasing power totaling 19.6 billion dollars annually.