Sweet Briar College Riding Center Statement of Work

This Creative Brief and Statement of Work (SOW) was developed for the Sweet Briar Riding Center in November 2024 to formalize a comprehensive marketing plan for their riding programs. The project, prepared by Erica Bates, was designed to professionalize the center's outreach and drive measurable engagement within the equestrian community.
Project Objectives & Strategy
The primary mission of this campaign was to increase attendance from both current students and the external community, while simultaneously driving recruitment for the riding program.


Target Audience: Focused on a primary audience of SBC students, staff, and prospective recruits, with a secondary outreach to Amherst residents.


Key Messaging: Developed an "invitational" brand voice, ensuring all audiences felt welcomed and encouraged to engage in equestrian activities.


Action Goal: The strategy aimed to educate the public on the program's unique opportunities, prompting them to attend shows and advocate for the program through word-of-mouth.

Multichannel Deliverables
The project utilized a robust mix of digital and traditional media to maximize reach:


Social Media: A specialized strategy focused on TikTok and Instagram for student recruitment, supplemented by Facebook outreach to engage alumni and an older demographic.


Web Development: Creation of a dedicated section on the Sweet Briar website to highlight the equestrian center's benefits and host a direct recruiting form.


Print & Physical Marketing: Design and placement of posters throughout the campus and the broader Amherst/Lynchburg area.


Event Promotion: An innovative strategy to boost show attendance through on-site incentives, including food trucks and pop-up tack shops.

Project Governance & Timeline
The SOW established a rigorous production schedule to meet the December 15th launch date:


Initial Drafting: Finalized by December 5th.


Iterative Review: Scheduled for client feedback and revisions on December 8th.


Final Delivery: All assets prepared and approved by December 12th.