The CTC’s approach was w based on deepening th he relationshi p with the con nsumer and ffocusing on highkets. Promoting brand consistency was and is centra al to their ove erall brand stra ategy. Between yield mark the years 2007 and 2010, CTC work ked with industry to comm unicate the a advantages off a strong brand for a worked co ollaboratively to leverage the brand. The e CTC focuse ed on identifyying new markket Canada and opportunitties by develo oping a resea arch and deve elopment strattegy to assesss the potentia al of emerging markets and a position Canada C in tho ose markets. 013 CTC Stra ategy 2009 – 20 s Objectives The plan was w founded on four main objectives fo or which the C CTC develope ed high-level sstrategies to m meet them: C high yield y customers Convert Focus on mark kets of highes st return on in nvestment Le ead industry in i brand relev vance and consistency Respond R to ch hanging marke et dynamics Priorities w built arou und six key prriorities for acction: CTC’s corrporate plan was Ensure custom mer relevancy y In ncrease engagement with small s and me edium-sized e enterprises (S SMEs) Differentiate D Canada Le everage the 2010 2 Olympic cs Foster organiz zational excelllence Strengthen eng gagement witth the stakeho older (the govvernment of C Canada) ATIONAL EQUINE OPPOR RTUNITIES INTERNA ngs and experriences of dev veloping and executing a n national brand d by the CTC C hold great The findin significanc ce for the equ uine industry. New and evo olving equine markets for C Canada require a multi-levvel approach and deserve long-term inv vestment in marketing. m vel approach could include e, for example e, the linking of sales and promotion of breeding stocck in A multi-lev target markets in conju unction with trraining foreign n breeders in artificial insemination (AI)) at Canadian n xample is for breeders and d breed registtries to link w with value-chain professiona als institutions. Another ex C Equ uestrian Team m athletes or racing r expertss in order to d deliver training g to the foreig gn such as Canadian buyer of Canadian-bre C d stock. It is important for all members of the value-cchain to comm mit to a nation nal branding and a marketing strategy. s Equine Indu ustry, Creatiing a Legacy y of the 2015 Pan America an Games Canada’s In four sho ort years the largest sporting event outs side of the Ol ympics will be e held in Can nada. Working g together and a starting now we can alll contribute to o leveraging tthe 2015 Pan n American Games and ma ake Canada’s equine indus stry one of its more importa ant legacies. We need to ccreate awaren ness and use the y to tell th he Canadian equine indus stry story to th he participantss in the Pan A American Gam mes next four years and levera age it to a glo obal audience e.
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