Select Breeders Services


The Challenge

Select Breeders Services is the largest provider of frozen semen services in the world, with unrivaled expertise accumulated over its twenty five years leading the frozen semen industry. It has pioneered the use of frozen semen in the equine industry to conserve and promote the bloodlines of the world’s top equine athletes. But poor outcomes for using frozen semen from less qualified providers was hurting the category, and suggested it was time for SBS to take command of its brand message and client service communications.

The Approach

Stewart and Associates developed a strategy to promote the importance of using SBS protocols for freezing semen, and protected and grew the SBS leadership position in the industry. This strategy also illustrated the total value proposition of SBS to veterinarians and stallion and mare clients to validate the higher cost of its program.




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