Creative BRIEF CLIENT: Chastain Horse Park KEY FACT: Chastain Horse Park is a premier equestrian facility operating as a 501(c)(3) nonprofit organization dedicated to serving riders of all skill levels from beginner, intermediate, to advanced, as well as riders with cognitive, physical or mental disabilities through our Therapeutic Program and inner city and at-risk children with our Outreach Program. We develop and strengthen skills in the areas of awareness, focus, leadership, team playing, confidence, coordination, courage, friendships and fun along with superb hunter equitation skills and abilities.
Currently the horse park includes three barns and four arenas serving the Therapeutic and Hippo-therapy Lesson Programs, Lesson Riding Program, Summer and Holiday Camps, Pony Birthday Parties, along with serving competition and pleasure riders. There are currently five PATH (Professional Association of Therapeutic Horsemanship) trainers, and ten lesson, competition and camp trainers. In addition, there is a team of Occupational Therapist, Physical Therapist and SpeechLanguage Pathologists for Hippo-therapy. The barns have a capacity for 65 horses, for both Chastain’s own school horses and independently owned boarder horses. Our Clubhouse offers offices and banquet facilities. Barn managers reside on the premises. They rely on the community for support and donations are 100% tax-deductible as allowed by law. PROBLEM: Chastain Horse Park is suffering from low brand awareness and volunteer participation.
OBJECTIVES: (1) To increase awareness of Chastain Horse Park Therapeutic Programs and non-profit activities like the outreach group as well as for-profit activities like birthday parties and group rides by increasing followers and likes on social media by 100. (2) To increase volunteer participation and donations. TARGET AUDIENCE: Our primary target audience is potential volunteers for Chastain Horse Park. This is a broad category that can span from high school students looking to complete community service hours to retirees who desire to give back to their community. The minimum age is 14 and there is no required experience with horses. Our research and interviews with managers at CHP revealed that the most common volunteer at CHP is an older individual who is more likely to volunteer full time. Out secondary audience is caregivers of both therapy patients and children in order to get more people involved in the Hippo therapy program at CHP.
