A horse-rider herself, Jane used analogies from within the audience’s equestrian experiences to help them understand how to use public relations and marketing to reach their aims.
Supported by Hoof, the London 2012 Legacy project of the British Equestrian Federation, the London Horse Network aims to increase participation and professionalism in equestrian sports in the capital with marketing and pr one of a series of ‘toolkits’ identified as being of value to the members.
The informative and pro-active day covered the basics of marketing and PR, SWOT analysis, the Elevator Pitch, opportunities for marketing and the must haves to writing a good press release.
Network member, Alison Window of Mount Mascal Stables, a riding school in Bexley, said, “I am always looking for new and interesting ways to promote our sport. Jane’s holistic approach to PR really gave me a better and broader understanding. I shall certainly be trying to benefit my business by putting her knowledge into practice.”
Gill Barham, Regional Development Coordinator for the BEF in the East and East Midlands – the latter yet to have sourced a volunteer chair for its own Regional Hoof Network - also attended the day.
Coming to the capital and to the Ebony Horse Club – a recently completed community riding school, part-funded by Hoof - Gill noted, “I was so impressed with the Ebony Horse Club and by the dedication and tenacity of the staff there who have to continually raise funds to support all the great activity that they offer there to so many children from this deprived area. And I was also thrilled to see the London Horse Network in action and experience the support the members have for one another.”
Volunteer Chair of the LHN, Jodie Maile, explained, “A wide range of the equestrian industries were present including riding schools, freelance coaches, and discipline representatives from British Dressage and British Equestrian Vaulting, yet Jane demonstrated that the techniques she showed can be used to help any business flourish."
And indeed, as an outcome of the meeting, British Dressage is to offer ‘An introduction to dressage’ at Mount Mascal Stables, to demonstrate how the sport seen on the TV, or thought to be inaccessible, is something anyone can take part in or be involved with.
“This is a simple example of how PR – creating and managing reputations – should work”, said Jane, a founding Fellow of the Public Relations Consultancies Association and a visiting lecturer at Greenwich University, adding, “I thought the Network group was terrific: thoughtful, interested and interesting and it was a pleasure to be able to apply my professional skills to contribute to the sport that is my hobby.”
To find out more about equestrianism in London visit www.hoof-in-town.com or contact Jodie Maile at jodievm@aol.com
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