MTA – Boosting Sales & Membership Growth Across Key Revenue Streams
Introduction
Client Background
The Maryland Thoroughbred Association (MTA) supports Maryland’s horse racing and breeding community through advocacy, education, and programs for breeders, owners, and trainers.
Project Goal
MTA aimed to boost yearling and stallion sales, increase silent auction revenue, and grow membership across single, joint, partnership, and sponsorship categories.
Project Timeline
— 12 Months/
Research/Discovery
Planning
Execution
Deployment
Testing/Iteration
Challenge
Stagnant sales, low revenue, and slow growth impacted sustainability and growth.
- Stagnant yearling and stallion sales despite the organization's prominence in the equestrian industry.
- Low silent auction revenue, affecting funding for MTA’s programs.
- Slow membership growth, with a need to attract more partnerships and sponsors.
Solutions
Strategy
Cannsult employed a multi-faceted approach to address MTA's challenges, focusing on increasing sales, boosting auction revenue, and enhancing membership engagement.
Approach:
- Leveraged data-driven decisions to identify growth opportunities and areas of focus.
- Developed creative marketing campaigns to drive targeted solutions and engagement.
- Tailored strategies to address specific needs and maximize growth potential.
Execution:
- Boosted yearling and stallion sales with targeted digital marketing and online platforms.
- Increased silent auction revenue by enhancing marketing and engaging bidders on social media.
- Drove membership growth with tailored outreach and targeted incentives.
Results
18%
Increase in yearling and stallion sales through marketing.
22%
Rise in silent auction revenue with better promotion.
30%
Growth in membership, especially in joint, partnership, and sponsorship categories.
Conclusion
Cannsult’s partnership with MTA boosted yearling and stallion sales, increased silent auction revenue, and drove membership growth, contributing to MTA’s sustained success and leadership in the equestrian industry.
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