Issued by: The United States Pony Clubs, Inc. (USPC)
Proposal Submission Deadline:May 18, 2026
1. Organization Overview
Founded in 1954, The United States Pony Clubs, Inc. (USPC or Pony Club) is a 501(c)(3) equestrian educational organization focused on teaching essential life skills, such as leadership, responsibility, teamwork, and horse care. With thousands of members across the U.S. and hundreds of regional Pony Clubs and Riding Centers, USPC provides accessible, hands-on equestrian education and leadership development for participants of all ages. USPC recently expanded its educational reach into the digital space through the acquisition of Allpony.com, strengthening its commitment to delivering modern, engaging, inclusive equestrian learning.
As the organization grows, USPC seeks to implement a refreshed brand and communications strategy to accelerate awareness, engagement, and long-term sustainability.
2. Purpose of the RFP
USPC is soliciting proposals from qualified consultants, firms, or agencies to deliver an integrated project involving a:
Marketing, Brand Refresh, and Digital Growth Strategy
To elevate USPC's visibility through strong messaging and brand alignment, and to enhance engagement across digital and traditional platforms to align with organizational goals. The USPC seeks proposals from qualified marketing agencies to provide strategic and tactical support to position USPC as the leading authority in equestrian education and leadership development, with consistent, accessible messaging across all platforms. This project will include the rebranding of USPC, including updated visual identity, messaging, and positioning to convey the organization's missions and values.
The goal of this RFP is to select a partner who can understand USPC's current market position in the realm of equestrian education and develop the strategic marketing, branding, and content frameworks needed to meet current needs and future growth objectives.
3. Scope of Work
The selected partner will complete the following:
Marketing, Brand Strategy, Digital Growth & Communications
Brand & Communications Strategy
- Review and refine brand positioning and messaging.
- Develop messaging frameworks and audience segmentation.
- Create brand guidelines for multi-platform consistency.
Brand Identity & Messaging Refresh
- Develop refreshed visual identity (logo, color palette, typography, taglines).
- Update organizational messaging aligned to mission, values, and goals.
Digital Growth Strategy
- Create a digital growth strategic plan to increase online presence.
- Provide content guidelines across both Large Language Model (LLM) (e.g. AI assistants, generative search) and traditional search engine optimization (SEO) channels.
- Define KPIs, staffing needs, and budget projections.
Content Strategy & Planning
- Evaluate current content and digital tactics.
- Develop structured content strategy with budgets for FY 2028-2029.
- Improve storytelling, engagement, and cross-channel reach.
Social Media Strategy & Asset Creation
- Develop social media strategy and ongoing support plan to include any staffing estimates
- Create visual and written assets, including editorial calendars.
- Provide strategy for targeted, customizable analytics.
Video & Multimedia Strategy
- Recommend video content priorities.
- Create selected video assets for campaigns.
Accessibility & Inclusive Communication
- Ensure all digital content meets WCAG 2.2 AA accessibility standards.
- Provide guidance on inclusive language, imagery, and content design.
