Competitve Analysis

COMPETITIVE analysis

1. GEORGIA INTERNATIONAL HORSE PARK

Branding:

+ “Groomed for Greatness” + Maintains an air of prestige and superiority + Hosted all Equestrian and Mountain Biking events for the 1996

Olympic games (and not likely to let anyone forget it). + Very accommodating - You can bring your own horse to their facility and they will allow you to use their facilities recreationally + Exclusivity (they really capitalize on their Olympic involvement and legacy).

Media Placement

+ The Goss Agency - Asheville, NC + The Rockdale Citizen (newspaper) + Tentpole event at Georgia Mountain Fairgrounds + Theknot.com and Weddingwire.com (wedding webiste) + Allow concerts to be held there which garners high amounts of media attention and free publicity

Target Market

+ Horse lovers + Mountain bike enthusiasts + Golfers + Lovers of the outdoors

Products/Services

+ Horse Riding + Mountain Biking + World-class golf course designed by Arnold Palmer

Social Media

+ Facebook: posts minimum once a day, most of the time more than once, always including a photo (4,528 likes and 21,280 visits) + Instagram (doesn’t have an account but frequently tagged as a location).

Why they’re unique

+ Conyers Cherry Blossom Festival + Big Haynes Creek Wildlife Festival

COMPETITIVE analysis

2. FLOWERED ROCK FARM

Branding:

+ Kid friendly + Girly + Very “to the point”- not a lot of flashy ads + Home-grown

Media Placement

+ Almost solely confined to their own website + Some free media attention via Facebook

Target Market

+ Children + Girls + Mothers of active kids

Products/Services

+ Horse riding lessons + Birthday parties + Seasonal and extremely frequent intensive riding camps

Social Media

+ Facebook: infrequent posts with uncompelling photos (346 likes, 743 visits) + Instagram: flowered_rock_farm (24 posts, but low involvement) + Appears to be managed by children

Why they’re unique

+ Neigh’bor Saver + Membership grants access to an equestrian amenity package that features 50% off every Flowered Rock program and service with the exception of boarding + Boarding will always be $150 less than the posted rate for nonmembers + Only $500 per household + Lifetime membership

COMPETITIVE analysis

3. RIVER RUN EQUESTRIAN AT HUNTCLIFF

Branding:

+ Safety, safety, safety + Emphasis on real life natural experiences with horses (without technology) + “Horses are experienced, not googled.” + “Horses are an opportunity to get connected, without wifi.” + Very well organized website

Media Placement

+ Theknot.com + Flyers at medical therapy centers + Generate majority of attention from well delivered blog and Facebook posts

Target Market

+ Riders of all ages + Dressage + Hunting + Therapeutic riding (entirely separate website for this)

Products/Services

+ Lessons for beginners, hunters, and dressers ($90/hr) + Therapeutic horse riding ($65/hr)

Social Media

+ Frequently updated blog + Accessible through their website + Very moving, real stories of patients and customers + Facebook: Updated frequently with intriguing photos and articles linked to their blog (6,109 likes, 818 visits) + Instagram: river_run_ride -strong profile with frequent posts including both pictures and videos (136 followers)

Why they’re unique

+ Therapeutic Riding PRogram + “Stardust” + Caters to not only the ill but also family members + Physical challenges + Learning disabilities + Self-confidence issues + http://www.stardustproject.org