Longrun Thoroughbred Retirement Society


  • StoryBrand workshop
  • StoryBrand website
  • Photography
  • Drone videography
Thoroughbred race horses still have a lot to offer after they finish racing. LongRun Thoroughbred Retirement Society retrains these horses for their next career as a trail horse, show horse, jumping horse or companion horse.

Problem: LongRun can sometimes have upwards of 100 horses on its farm ready for adoption, however, their website at the time was not generating enough potential adopters. The root of this problem stemmed from a general lack of clarity on their website about the importance of adoption.

How Leading With Nice helped:

  • The website was events-focused. Through StoryBrand we refocused the language to speak directly to potential adopters
  • A lack of images didn’t communicate the quality of LongRun’s farm and didn’t have the available horse images on the website. We spent time at the farm capturing the appropriate images
  • The adoption process has many steps. We broke each step down using simple language and created an online application that can be saved and completed with ease as potential adopters gather the information they need
A woman using a computer


Applications grew 10x in the first year

While not the primary objective, fundraising grew and online donations surged

#1 on Google for important keywords

“Our team and organization both won”

Mathieu brings what every seasoned communications professional needs – a fresh perspective. His ability understand your message, and the right amount of “salt” to get you better results and more engagement with your audiences is powerful.

Working with Mathieu is also an enjoyable experience, especially when your whole team gets involved in one of his workshops. You not only come away with honed skills but also a more collaborative team.

My experience with Leading with Nice has ranged from traditional print communications to online writing. From the planning process to execution, I have come away with a better product after all my interactions.

Sienna Senior Living LogoNadia Daniell-Colarossi
Sienna Senior Living

Tell your story so everone gets it

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