Audience
A
s indicated by the club’s name, Northwest Arkansas Dressage Club serves riders interested in dressage who reside in or near northwest Arkansas. Several members live in Missouri and Oklahoma and many registered shows and clinicians live in surrounding regions such as the Tulsa and Kansas City areas. However, club members themselves usually live near the Arkansas border and thus it is convenient for them to participate in this club instead of neighboring clubs associated with the aforementioned cities. Furthermore, most individuals who coordinate riding activities are either working-age adult riders or parents of youth riders. Communication should address an 18-65 year old audience. Experienced dressage riders who understood the intimidation associated with the sport founded the club.
2
Many see dressage as a stiff social atmosphere with wealthy, competitive individuals. The unwritten goal of this club is to open the sport to anyone interested, by making activities affordable, fun, and educational. Thus, the club’s primary target audience in social media will be local riders not already associated with specialized dressage facilities. The secondary audience includes all riders in the region. By targeting these subsets of people, the club can entice anyone potentially interested in dressage. The messaging will focus on encouraging those not already heavily invested in the sport.