Todd BransonDirector of Youth Development     tbranson@aqha.org       (806) 378-4720              Youth Initiative
In 12 months, we learned:• A 30% decline in youth horse association participation• Steady decline last 3 years, fewer chil...
A new program is born:                                                              TM• Introduce America’s youth to a wor...
But a larger problem unearthed:• Programs are only puzzle pieces, but what’s the puzzle look like?• Parents are still alie...
It’s not about youth, it’s about:           THE HEARTBEAT OF THE AMERICAN QUARTER HORSE ASSOCIATION                  Foste...
The Mission Statement:   To impact the lives of young horse-interested young people   through engaging and relevant family...
The Core Values:  Animal Welfare, Character, Responsibility, The EducationalInstitution, Child Safety, Service, A Common L...
FOCUS AREA: HEALTHY LIVINGWe support the positive impact horses have on children and families. Horsesregularly relate to e...
FOCUS AREA: EDUCATIONThe horse is one of the most awe-inspiring educational tools available.Horses easily connect with chi...
FOCUS AREA: YOUTH DEVELOPMENTThe American Quarter Horse Youth Association is awesome! Just ask any ofthe more than 26,000 ...
With this new brand, we now can: • Develop programs with confidence • Produce programs that have a concrete goal under one...
Marketplace Strategy & Program DevelopmentAQHA has a host of valuable programs already in place for families to interactwi...
AQHA Family Commitment
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AQHA Family Commitment

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AQHA\'s new commitment to youth released in July 2012, showcases how the American Quarter Horse makes a positive impact in a child\'s life by offering healthy living, educational and youth development program areas.

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AQHA Family Commitment

  1. 1. Todd BransonDirector of Youth Development tbranson@aqha.org (806) 378-4720 Youth Initiative
  2. 2. In 12 months, we learned:• A 30% decline in youth horse association participation• Steady decline last 3 years, fewer children with each new generation• Kids under 13 spend only 5 hrs./wk. in sports, hobbies, outdoor activity• Kids under 13 spend 48 hrs./wk. in front of a screen (77% regularly use tablets)• Consumer tablet use increased 9% in Q4 2011• Kids find technology at age 5, fully engaged by age 8 We found a target audience underserved by AQHA (5-9 years)NOTES
  3. 3. A new program is born: TM• Introduce America’s youth to a world of horses and the equine lifestyle• Ignite, set and fuel a passion in them for having horses throughout their life• Achieve widespread awareness and gain strong parental support for horses• Activities that benefits a child mentally, physically, socially and spiritually• Ultimate warehouse of toys, games, clothing, books, movies, home décor• Create digital pathways to real life horseback experiences• Become accessible and available around a family’s busy schedule NOTES
  4. 4. But a larger problem unearthed:• Programs are only puzzle pieces, but what’s the puzzle look like?• Parents are still alienated - “where / how can we be a part of this?”• Horse industry youth programs still cause disconnect with society• Must evaluate the larger purpose for parents and family participation• Create a new promise and a rebranded business plan to serve a larger audience• Identify core values to drive focus areas that take horses mainstream NOTES
  5. 5. It’s not about youth, it’s about: THE HEARTBEAT OF THE AMERICAN QUARTER HORSE ASSOCIATION Fostering positive, lifelong relationships with horses. NOTES
  6. 6. The Mission Statement: To impact the lives of young horse-interested young people through engaging and relevant family experiences, with fun,educational classroom activities and through healthy competition and quality leadership opportunities that ultimately foster a positive, lifelong relationship with horses.The Promise: We believe this is best achieved by providing families, caregivers and educators with healthy living, educational and positive youth development resources that offer hands-on, on-site, at-home and digital experiences using the horse and horse artifacts to teachlanguage arts, math, science, social studies, health, life skills and visual arts to children around the world, ultimately building a healthy, lifelong relationship horseback. NOTES
  7. 7. The Core Values: Animal Welfare, Character, Responsibility, The EducationalInstitution, Child Safety, Service, A Common Love of All Things Horses, Healthy Activities, Rewarding ProgramsThe Three Primary Focus Areas: These focus areas define AQHA’s current and future program commitments to families in a way that parents, leaders, educators and guardians constantly seek when researching positive youth development experiences for their children. HEALTHY LIVING EDUCATION YOUTH DEVELOPMENT NOTES
  8. 8. FOCUS AREA: HEALTHY LIVINGWe support the positive impact horses have on children and families. Horsesregularly relate to exercising, healthy living and rehabilitation. We provide funways for parents to offer exercise and positive horse activities for their kids.Positive Alternatives Innovative ProgramsResearch proves children involved in positive youth AQHA is committed to the digital developmentdevelopment options, like AQHYA, are half as likely to of innovative, engaging experiences thatenter into illicit activities like drug use or joining a gang. strengthen the healthy bond young children develop with horses. Digital Oats is currently in development for kids 5-9. Exercise Certified Horsemanship Association instructors are ready to offer fun, educational exercise on the back of a horse. AQHA members can enroll in the Horseback Riding Program and earn rewards for each hour horseback - ownership not required! NOTES
  9. 9. FOCUS AREA: EDUCATIONThe horse is one of the most awe-inspiring educational tools available.Horses easily connect with children and are great teaching assistants!Horses inspire, mesmerize and motivate children, making learning fun whiledeveloping positive social skills along the way.Inspire TeachThe American Quarter Horse Hall of Fame offers AQHYA leaders and Junior Master Horseman areclassroom tours, educational outreach programs, developing a free online library of games, lessonand in 2012, a series of trunks will bring educational plans, activities and more, all to expand thehorse artifacts from the museum to your doorstep! excitement of learning!It’s a great learning activity - bundled in a trunk!Unique ExperiencesQuarter Horse Outfitters has coloring books, activity guides, easyreaders and each Junior Master Horseman edition. Outfit your child withclothing, games, toys and movies all available now at aqhastore.com. NOTES
  10. 10. FOCUS AREA: YOUTH DEVELOPMENTThe American Quarter Horse Youth Association is awesome! Just ask any ofthe more than 26,000 members! We forster kids passion for horses throughhealthy competition, leadership opportunities and scholarships. Join the fun- theres a place for you at AQHYA. LeadersHealthy Competition AQHYA members are involved locally, and conducts speechWin the greatest prize of all: Accomplishing contests, horsebowl competitions, trips to racetracks andhard tasks in the arena with a willing animal provides shows and opportunities to hold state andthat doesnt know how to give up. national leadership roles. Never Stop Learning The American Quarter Horse Foundation has awarded more than $4.7 million in scholarship assistance to AQHYA members. Join and get involved for your chance to earn a share. NOTES
  11. 11. With this new brand, we now can: • Develop programs with confidence • Produce programs that have a concrete goal under one mission • Revitalize current programs and develop new revenue streams • Encourage quality leadership within AQHYA to develop brand loyalty • Position horses as an affordable, accessible family activity • Use technology, AQHA programs and local leaders to offer new horseback options • Be relevant in a vacant space in the horse industrySee this new brand in action: FAMILY BROCHURE (being adapted en Español) AQHA.COM/YOUTH JULY AMERICAN QUARTER HORSE JOURNAL AQHYA OFFICER & DIRECTOR LEADERSHIP NOTES
  12. 12. Marketplace Strategy & Program DevelopmentAQHA has a host of valuable programs already in place for families to interactwith American Quarter Horses. In addition, new programs are currently indevelopment that add more options for today’s fast-paced family to beexposed to the horse industry. Program attention will be reorganized underthe three focus areas to best help families find the services they most desire inthe equine marketplace. HEALTHY LIVING EDUCATIONYOUTH DEVELOPMENT AQHYA NOTES

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