Thoroughbred Breeding and Racing Facility

Brand Positioning and Competitive Research

Project Requirements

Stakeholders within a Texas Thoroughbred breeding and racing facility considered expanding their facilities and training services; they retained Rachael Hall Creative, Inc. to conduct competitive research and scope the requirements for building a new website and enhancing the digital brand to increase inbound leads.

Solutions Delivered

Rachael Hall Creative conducted a strategy series with stakeholders and conducted competitive research to explore the ROI of building a new branded platform and expanding operations.

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Project Details

Competitive Research

Conducted SWOT Analysis
Competitive Research
Competitive UX Audit

Project Scope

Scoped Requirements for Website & Tech Stack

Budget Breakouts, Timelines, Roadmaps

Project Breakouts
Budget Breakouts
Creative Roadmaps

  • SWOT Analysis & Competitive Research

    • RHC conducted a three-part strategy series with key stakeholders and facilitated a deep-dive to explore the possible expansion of the brand.
    • Performed a competitive SWOT Analysis and a competitive UX audit to help determine the project’s success and establish brand position.

  • Budget Breakouts & Project Scope

    • Scoped requirements for brand development, SEO optimization, and tech stack.
    • Submitted budget breakout and project roadmap for branded assets, imagery, and optimized website.

  • The Brand Challenge

    As stakeholders considered expanding, not only their online brand, but also their physical facilities, they carefully considered developing a model for scale.  RHC demonstrated the branding options of selling single units verses selling a membership model.

  • The Results

    COVID-19 put a halt to expansion plans, but the team has the project requirements, budget, and roadmap for building a branded website and optimizing lead generation in the future.

“Rachael dug deep into our business model and listened to our ideas carefully. She understands the challenge of being in business; and treated our business as if it were her own. Her honest feedback and detailed description of how the digital stack would work helped us budget and continue to massage our ideas.”

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