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.

INSIGHTS: “I love it. It’s so beautiful to see the connection with riders and the horses. My sister worked with a lady with ALS and when she told me about her experience that did it.” - Susan, volunteer for 10 years

“I’ve been wanting to learn about horses and wanted to work with children so this lets me do both.” - Faith 14-year-old volunteer

PROMISE: Chastain Horse Park will deliver rewarding benefits of equine assisted activities and therapies to both therapy participants and riders of all ages and skill levels, creating a unique relationship between horse and rider that allows people to experience healing through horses.

SUPPORT: Currently they have 75 in the therapeutic riding program, 35 in hippotherapy and outreach groups vary so much but is usually an additional 20-30 participants a week, and they all have reported immense satisfaction with Chastain’s service. Chastain has 3 barns, 4 arenas and over 30 school horses, perfect to accommodate a wide variety of needs. Chastain allows its clients to benefit from their ability to provide a service that is unique, especially regarding the local community in the mostly urban area of Atlanta.

They have over 200 volunteers with a database of over 500 volunteers to aid their established therapeutic program and provide maximum benefit for participants. TONE AND MANNER: Comfortable, calming, and inspiring.

MANDATORIES: Logo, social media handles, website

MEDIA/COMMUNICATION VEHICLES: Instagram, Facebook, Print ads, Promotional videos

“It’s so beautiful to see the connection with riders and the horses.”