Unique Therapy for All: Promoting PALS

CAMPAIGN BOOK
ŸGabrielle Dorn Ÿ India HeadyŸ
Ÿ Sara Nash Ÿ Amanda Rosenberg Ÿ
Ÿ Megan Stevens Ÿ Madeline Terrell Ÿ

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TABLE OF CONTENTS

Executive Summary...........................................................................3
Situation Analysis..............................................................................4
Target Audience Analysis..................................................................6
Research Finding Reports..................................................................7
Goals and Objectives .......................................................................12
Themes and Messages .....................................................................13
Strategies and Tactics ......................................................................14
Evaluation Guide .............................................................................16
Budget and Timeline........................................................................18
Implementation materials ................................................................19
Gantt Chart Timeline.......................................................................22
References........................................................................................23

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The aim of this public relations campaign is to ultimately increase the number of clients at PALS in
Bloomington. In a world where standard therapy is taking place in offices, PALS stands out and excels for
people who are looking for unique forms of physical or cognitive therapy. The program currently serves over 60
clients from ages 3-65 and provides a workplace for hard-working volunteers.
Through extensive secondary research, we were able to better understand the capabilities of PALS and the
impact PALS can have on the community. This plan is focused on increasing general brand awareness
throughout Bloomington and demonstrating how unique PALS is to the area. We also strived to stress the
unique therapy programs offered and develop events to share the PALS experience with potential new clients.
We believe that if PALS can improve its overall visibility and understanding within the community, they will
gain more clients, which will validate their reputation and excel as the greatest horse therapy facility in
Bloomington.
INTRODUCTION/BACKGROUND
Since the program’s beginning, PALS has grown to serve over 60 weekly clients with the assistance of over 150
volunteers. PALS has provided over 10,942 therapeutic program and service hours designed to improve the
lives of hundreds of children, adults, and seniors in the Indiana community.
People and Animal Learning Services, Inc. (PALS) is dedicated to providing high-quality, safe and educational
animal assisted activities. These activities include therapeutic horseback riding, hippotherapy, animal care and
pet encounter therapy. PALS serves children (4 years & up) and adults with physical, learning, cognitive or
emotional disabilities. The mission of PALS is to provide comprehensive individualized therapeutic equine
programs designed by professionals to develop and restore functional skills, enhance well-being and improve
quality of life. The staff members and horses who currently serve the PALS program continue to grow and
develop the program as new opportunities arise and new clients and volunteers join the PALS family.
PROBLEM STATEMENT
PALS has the opportunity to grow their brand awareness. Our focus is assessing how PALS can reach out to the
community through specific messaging to different publics and target audiences to bring in new clients. Right
now clients are referred from doctor’s offices and other clients come through Word-of-Mouth, and there is a
need to reach out to broader client base by increasing the visibility of PALS and emphasizing benefits of
therapeutic equine programs that are unique and fun.
EXECUTIVE SUMMARY

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THE CLIENT
PALS is open Monday- Saturday from 7 AM to 10 PM. PALS is compiled of instructors, volunteers, interns,
clients, and staff members. The volunteers and interns are unpaid, and usually consist of community members
and students that have a passion for helping the staff and clients. The clients range from ages 3-65 and they
come to PALS looking for unique forms of physical therapy while connecting with horses. It costs only $40 per
week to be a member of PALS, which is extremely affordable compared to other horse stables and riding
facilities. It also offers camps and recreational riding clubs for clients who are not looking for any form of
physical therapy. Internally, PALS struggles with email communication, and a lack of updating their social
media and news coverage, which has caused a huge gap between and PALS’s communication.

THE ENVIRONMENT
PALS is supported primarily by donations through local businesses in the community as well as from
community members. Donors are able to directly sponsor a horse by providing them with money for daily care,
health care and food. Donations are also raised from the PALS Mane Event, which is its yearly fundraiser.
PALS is the only therapeutic equine program in the Bloomington area. However, PALS competes with other
recreational horse stables in the area such as Up-N-Over Stables, Persimmon Ridge Farm & Stables and
Ellington Stables. Clients in the community have the choice to receive physical therapy and rehabilitation
through medical centers in Bloomington such as IU Health, ATI Physical Therapy and Athletico Physical
Therapy.
There is very minimal media coverage about PALs in the Bloomington area. Press releases are sent to a list of
media contacts, however there is no follow up to see if there was any information published. There are no
reviews or polls about PALS and it is also somewhat difficult to locate the website on search engines. Monthly
e-newsletters are sent to volunteers and clients as well. Its social media presence is primarily on Facebook and
Twitter, but the social media pages are very rarely updated with information about PALS. Overall, its lack of
media coverage and social media presence make it difficult to learn more about PALS and recruit new
volunteers.
THE PUBLIC PERCEPTION
The public’s knowledge of PALS is currently limited due to lack of media exposure and lack of media presence.
PALS currently does not have a large social media presence, has had no promotions on Twitter or Instagram,
and their Facebook does not have as many followers as PALS would like. This is one issue PALS has with
visibility, as it is losing out on connecting with certain publics that utilize social media as their main source of
SITUATION ANALYSIS

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information. Overall, a lot of the attention PALS gets from the public is from recurring supporters and
volunteers and clientele. PALS’s goal is to increase brand awareness in communities that are not necessarily
familiar with the program. Volunteer experiences or client experiences are quite limited due to the low response from
client surveys. It is important that PALS get feedback from clients that can be relayed to the public in the hope of
recruiting more people to join PALS.
In addition to the mane event, PALS also holds an event called the Fun Show, which is given very little
attention on their Facebook page and their website, so potential clients and donors are not likely to learn about
the event.
SWOT ANALYSIS
Internal strengths
• PALS’ volunteer program is the strongest aspect of their organization.
• Passion that the volunteers have when they help at PALS.
• Every year PALS reaches goals set for fundraising and its fundraising efforts are very strong.
• PALS has no direct competitors that offer the same programming, which makes PALS extremely unique
to the Bloomington area since they offer both therapy and recreational riding.
• PALS has over 150 volunteers
Internal weaknesses
• PALS lacks specific messaging to different audiences.
• Generally unaware if people receive emails and newsletters or if their contact information is up to date.
• All of the content PALS has from previous clients, volunteers and events is outdated. PALS needs new
feedback they can show to the public. This will help to recruit more volunteers and clients.
• PALS has room to enhance their social media presence. PALS does not use Twitter or Instagram and
does not have a strong following on Facebook.
External opportunities
• PALS is unique to the Bloomington area.
• There is a strong community support system.
• PALS offers both recreational and therapeutic programs, making them more appealing.
External threats
• Competition in the Bloomington area with other physical therapy facilities
• There is a lack of understanding about therapeutic horseback riding
• There is a disconnect about the awareness of PALS in the community
SITUATION ANALYSIS

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TARGET AUDIENCE
• Potential new clients
• Relationship to the client
• Current clients
It is possible that our target audience has no current relationship with PALS, and a relationship needs to be
established. However, it is possible that they have relationships with other clients that have already established
relationships with PALS.
CURRENT KNOWLEDGE/ATTITUDES/BEHAVIORS IN REGARDS TO PALS
Since our target audience is potential new clients, we believe that they have possibly never heard about PALS
or do not know what PALS programming has to offer. However, our target audience are people who are open to
the idea of trying alternative therapy programs.
PSYCHOGRAPHICS
• People seeking a unique form of physical or mental therapy other than a doctor’s office
• Enjoys animals and the outdoors
• Relies on the people around them for assistance
• Values friendship and family
• Adventurous and likes trying new things for therapy
• Possibly shy at the thought of being around horses but willing to try
COMMUNICATION HABITS
Distribute informational brochures to doctor’s offices, physical therapy facilities, gyms, therapist’s waiting
rooms, churches, elementary, middle, and high school counselor’s offices. Since our target audience can be any
age we will have to segment them into different subcategories based on their age and which social media
platforms they tend to use the most. Younger, middle aged, and older people will all have different
communication platforms.
WHOSE OPINIONS MATTER
People whose opinions matter include influencers who support PALS in any way, such as the investors, donors,
staff and community. People whom financially or socially contribute to PALS. It is also important to respect the
opinions of the PALS employees. The opinions of our potential new clients are extremely important because
hopefully they can give us insight into why they are choosing to go to PALS or why they have never thought
about going before. Their insights on how visible PALS is to the community will also be important when trying
to recruit new clients.

TARGET AUDIENCE ANALYSIS

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SECONDARY ANALYSIS
For our secondary analysis we have presented the main findings for the following areas: therapeutic riding
programs, benefits to veterans, benefits to kids, why sponsoring PALS is important, benefits to adults, and why
doctors recommend therapeutic horse therapy. We were also able to research various therapeutic horse riding
facilities that are similar to PALS, and using that information we gathered These areas are summarized below
and will be useful for our campaign efforts for PALS.
THERAPEUTIC RIDING PROGRAM
Benefits to veterans
• Veterans of war often suffer from post-traumatic stress disorder (PTSD). Anxiety continues to be a
relevant issue faced by many veterans on a daily basis after returning home from war.
• Many have trouble creating new, positive memories.
• The serenity of the stable and the horses themselves allow for a welcoming, calming place for these
veterans to create new memories to replace the old, horrifying ones, which linger in their minds.
• The instructor does not tell the veterans they are going to therapy, but rather, ‘somewhere where they
can enjoy life a little.’
• Not only does the equine therapy act as a distraction of everyday life, it simultaneously provides
healing.’
• The experience brings back memories of life pre-war for the veterans, which is both refreshing for their
families.
Benefits to kids
• Therapeutic horseback riding can have positive effects on children’s growth and development.
• It can be useful for kids with physical or mental illnesses, including Asperger’s syndrome, Autism, Rett
syndrome, down syndrome, and cerebral palsy
• The study of animal therapy is fairly new, and so far it has been found that “equine assisted therapy
seems to have the best results.”
• By riding or even being around a horse, a child can experience a palliative or soothing feeling,
• Children can also improve their tactile senses and social skills through therapeutic riding.
• Children can touch the horse and feel the different textures and sensations, stimulating development of
his or her verbal communication and interest in other physical objects.
• Sessions that can help to improve their confidence, basic communication, moods, motor skills, and help
to curb anxiety.
RESEARCH FINDING REPORTS

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Benefits to Adults
• Studies show physical and psychological benefits of therapeutic horse therapy for adults
• Therapeutic horse therapy is usually referred when referencing children with disabilities, but positive
effects can be seen in adults as well.
• Adults can see an increase in physical ability, specifically an improvement in coordination.
• Benefits are seen in both adults and children with disabilities.
Why doctors recommend therapeutic horse therapy
• Health professionals recommend therapeutic horse therapy to a variety of clients.
• There is a rise in the validity of horse therapy success for people of all ages.
• A horse is one of a new army of animals that is helping therapists to treat everything from addiction to
autism to post-traumatic stress disorder.
• Horses have been known to help people of all ages with behavioral problems, people with autism, and
adults with depression.
• Psychologists say that horses pick up on the way people are feeling and can pick up on human emotions.
• This form of therapy is a great alternative for people with emotional issues that prefer not to talk to a
psychologist.
• Dough Newton, founder of Rocky Top Therapy Center, expresses that he has seen many patients come
to his horse center in a wheelchair and they leave fully able to walk or use a walker.
• These therapeutic horse facilities are a growing industry, and doctors have even found them as strong
options for their patients.
Recreational benefits
• Recreational horse riding has both mental and emotional benefits
• Recreational horseback riding can help to develop positive character traits.
• Horseback riding can help to teach responsibility to those who ride.
• In order to successfully ride horses it is important to foster patience, discipline, and self-control.
• Recreationally riding horses also teaches the rider how to problem solve. Riders must learn how to make
quick decisions on the back of the horse as well as think quickly if the unexpected were to happen.
• Riders gain the ability to be able to communicate and interact with an animal. Interacting with horses
can help riders open up and communicate in ways that they have not previously learned.
• Horseback riding can provide riders an opportunity to bring the rider closer to nature.

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• Research has shown that lifelong memory may prevent memory loss. Riding provides an active avenue
for keeping your brain exercised
OVERALL SUMMARY
• We have found that therapeutic horseback riding has been shown to help clients in cognitive, behavioral,
and physical ways.
• This form of therapy has helped clients at all ages, ranging from small children to older adults.
• It has helped people with autism and other learning disabilities.
• Our research shows that this therapy is so effective because horses are unique animals and can sense
human emotion, and studies show that horses are generally very pleasant to be around.
• Horse therapy is something that is evolving throughout society, and many medical professionals from
psychologists to doctors are increasing their recommendations to patients for this type of therapy.
• People who use this therapy do not only benefit physically and emotionally, but are also able to improve
confidence levels, moods, and behavior.
• Another important aspect of PALS is the recreational aspect. For clients who do not suffer from
behavioral or physical disabilities, recreational horseback riding has the same impact that therapy
sessions do.
• Horseback riding teaches clients to problem solve and react quickly while on the horse.
• It allows clients to interact with an animal and to communicate in ways they are unfamiliar with, while
having the opportunity to connect to nature and the outdoors.
• This form of therapy gives a new perspective on the word “therapy” and can help patients of all ages and
disabilities.
BENCHMARK ANALYSIS
Social Media
• Consistent updates on horses and new changes taking place at the facility.
• Content promoting upcoming events and other businesses event in the community.
• Content remains consistent on each platform but adapted to fit each platform according (in terms of
length, hashtags, and link).
Website
• Fully developed websites with contemporary and fluid design.
• Page dedicated to horse and staff biographies – “Meet the horse.”

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o Each horse description tells a story and features interesting facts.
• Featured section with all recent media coverage – from local television news to magazine articles.
Programs
• “Stirrup Success” program is designed for school, community centers, and churches as an equine
facilitated learning program.
• “Memory Lane” program is designed for older adults in which they reap benefits of improved cognitive
skills, socialization, mobility and strength, and confidence.
• “Agape Adventures” program focuses on group field trips to other stables that are within driving
distance.
• “Mobile Mini Visits” program brings miniature horses to events with a certified instructor and volunteer
to help.
• “Gaitway to the Brain” program extends the benefits of equine therapy by integrating brain-building
exercises and stimuli into the framework of therapeutic riding. These exercises help to build pathways in
the brain and improve brain-body integration, which increases the rider’s ability to self-regulate, focus,
verbalize, and physically perform tasks.
Events
• “Gaitapalooza” is a family oriented carnival that features bouncy houses, games, face painting, and
petting zoo. They also have a fundraiser in which the donations fund trail rides for riders. Riders create a
donation page and share with friends and family.
• “Special Olympics,” veteran horse show, Midwest horse fair, Mustang sponsorship events, and retreats
for clients with emotional needs.
• “A Special Day for Special Kids” (an event for children that features fun games), barn dances, car
shows, fish festivals, raffles, poker nights and other monthly fundraisers.
Cost
• Riding fees are discounted by 50% with parent-volunteer commitment.
Actionable Insights
After completing more secondary research and researching other therapeutic riding organizations in different
areas, we have come up with more actionable insights that PALS could benefit from. Many of the organizations
we researched put on events like Derby Day or Special Olympics, all with different names but a similar overall
idea.

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• Derby Day event
o This would give potential clients an opportunity to meet the instructors, volunteers and horses at
the facility. This differs from the Fun Show that PALS already has in place, as the Fun Show
showcases current clients’ skills and achievements. The Derby Day event would be for potential
clients to come to PALS and meet instructors and horses and see everything the organization has
to offer. We understand that this is an event that would take time and money, however, some of
the other organizations use Gofundme in order to raise money for these events or for care of the
horses.
• GoFundMe account
o Linking it on their website so that the community, as well as clients and volunteers, can donate
money to assist PALS with putting on a Derby Day event. PALS should use Facebook, Twitter
and Instagram to promote this event.
• Hashtag on social media
o Would allow a space for discussion of the event, and inform the public about what will be
offered.
• “Meet the Instructors” on their website and on social media pages.
o They can create a page on the website that has pictures and bios of all of the instructors, similar
to the “Meet the Horses” page they already have. It would also be beneficial to feature a different
horse or instructor on Facebook/Instagram/Twitter once a week, to keep in touch with the public.
• Outing for client’s and their families
o Positive experience for clients and their families to get together and participate in a Golf Outing
as a group, so that they all get to know each other and it creates a sense of a support system for
everyone involved. This could also bring in some revenue for PALS as well, as families would
have to pay for the outing.
• PALS reaching out to possible new partners or sponsors
o Create a plan for what the partnership would entail and how it could be beneficial to all parties
involved. We think that Big Brother/Big Sister, Girls Inc., Best Buddies, Hoosier Mamas and the
Boy and Girl Scouts of America are all great prospects for potential partners and sponsors. All of
these organizations work with children and seem to be very willing and able to partner with other
organizations to further their mission statement.


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OVERALL GOALS
1. Raise awareness of PALS’ missions and programs in the Bloomington community.
2. Generate relevance/interests among the potential client pools.
IMPACT OBJECTIVES
Attitudinal
To provide Bloomington veterans, children with disabilities and their families, and recreational riders
with current and easily accessible knowledge about the PALS program, listing benefits and explaining
that it is an alternative form of therapy.
Informational
To generate awareness among people ages 3-65 about PALS by 10%.
Behavioral
To increase the number of inquiries about PALS programs by 20%.

GOALS AND OBJECTIVES

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PALS PROVIDES FUN AND ENGAGING INTERACTIONS FOR THERAPEUTIC PURPOSES
• PALS’ programs use horse therapy and are comprehensive and individualized.
• The organization has no competition and is unique to the Bloomington area.
• PALS serves children, adults, and seniors (ages 3-65) with physical, learning, cognitive or emotional
disabilities. It also offers a program for veterans who may be suffering from PTSD.
PALS OFFERS AN AFFORDABLE AND UNIQUE FORM OF THERAPY
• The member cost is only $40, which is extremely affordable compared to other horse stables and riding
facilities. The program cost is what sets PALS apart from other therapeutic riding facilities.
• PALS is apart of a growing industry using horses for therapy. In addition, doctors have recommended
this form of therapy and its positive benefits.
• By relying heavily on volunteers, PALS offers numerous offerings and opportunities at their facility. It
also offers internships, which gives students and community members an opportunity to gain hands-on
learning experience in animal behavior.

THEMES AND MESSAGES

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IMPACT OBJECTIVES
Informational Objective
To provide Bloomington veterans, recreational riders, adults and children with disabilities and their
families with current and easily accessible knowledge about the PALS program, list the benefits, and
explain that it is an alternative form of therapy.
Tactics
• Distribute program brochures in various offices in the Bloomington area: Department of Veteran
Affairs, Bloomington Autism Support Group, various doctors/physical therapy offices
• Create flyers to display at various Bloomington grocery stores (highly family oriented location)
• Feature story/interview in the Herald Times and IDS
• Distribute PALS informational packets or brochures to news outlets in Bloomington
• Social media contest: current clients share feature story via Facebook, the person with the most shares
gets a free session or a free PALS t-shirt, poster, water bottle, etc.
Tactics
• Reach out to potential partners and sponsors via phone call and email for possible advertising. These
specific organizations/companies were suggested because of their interest in advocating and donating to
non-profits similar to PALS and its mission:
Best Buddies
Hoosier Mamas
Boy/Girl Scouts
Veterans
Dick’s Sporting Goods
Kroger
Girls Inc.
Big Brother/Big Sister
Attitudinal
To provide Bloomington veterans, children with disabilities and their families, and recreational riders
with a positive outlook towards PALS and create an interest in becoming a client.
Tactics
• Promotional video of current client and their experience at PALS. This could be done affordably with
the help of the IU Media School.
STRATEGIES AND TACTICS

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• Clever tagline or hashtag promoting the emotional benefit of PALS that can be used on Facebook and
Twitter
DERBY DAY
To excite potential new clients and their families/caretakers with an open house and show the opportunities
available at PALS. This event, called ‘Derby Day’, will act as a showcase of the facilities, staff, volunteers, and
horses, enabling potential clients to see the interactions they will have at PALS and gain a better understanding
of what PALS provides and represents. Research has proven this method to be highly successful in this
industry. We have also found that organizations that have more than one event a year tend to be more successful
and well known. This also provides an opportunity to have an event that gets more of the kids and clients
involved with the PALS they know and love, and makes them feel like they are able to give back to PALS in
way.
Tactics
• Fun activities such as carnival games, face painting, and bounce houses
• Suggested use of the same donors for food/drinks as the Mane Event
• Allow children and their families to interact with the horses through riding and grooming with the
assistance of a staff member
• A Gofundme account will be created in order to raise money for the event. We have also learned that
other similar nonprofits utilize gofundme.com, so we urge that PALS consider it.
Behavioral
To persuade Bloomington veterans, children with disabilities and their families, and recreational riders
to sign up for the PALS program, based on the new knowledge they have been given.
Tactics
• Derby Day will show current clients and their families as well as potential new clients and their families
what PALS has to offer. Getting the opportunity to meet the staff, horses, and play games will create a
positive interaction between PALS and public and increase the number of clients
• Implemented by utilizing a Gofundme

STRATEGIES AND TACTICS

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CAMPAIGN OBJECTIVES
Informational Objectives
• Provide the Bloomington community with current and accessible knowledge about PALS.
• Persuade positive, informed dialogue and testimonials.
• Excite potential new clients with an open house, show the opportunities available.
• Derby Day will be used to showcase these opportunities and the facility, as well as enable potential
clients to interact with volunteers and horses.
• Get more kids and clients involved with PALS.
• Outputs:
o Distribute 300 program brochures in the Bloomington area
o Create flyers to display at Bloomington grocery stores
o Media relations
! Feature story/interview in the IDS/Herald Times
! Social media contest
! PALS information packets/brochures sent to news outlets in Bloomington
• Outtakes:
o Families of war veterans, children and adults with disabilities, and young recreational riders are
encouraged to become clients of PALS
o Target guests receive information through the PALS team
o Contact the Bloomington Veterans Association, Hoosier Mamas, Stonebelt, Best Buddies
Bloomington and the Boys & Girls Club of Bloomington.
! Introduce the team and the event
! Mail and social media content information will be gathered
! Initial phone conversation will result in mass emails to clients with the Derby Day flyers
attached
! Print out flyers to post in the physical location
o The success of this strategy can be measured through event attendance
• Outcomes:
o Local community learns more about PALS, create and increase awareness..
Attitudinal Objectives
• Provide the community with a positive outlook towards PALS.
EVALUATION GUIDE

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• Create interest in becoming a client by giving the public a better outlook on the program and all it has to
offer using rider testimonials and recommendations from doctors/therapists.
• Engage current and potential clients with the positive experience of PALS through Derby Day.
• Outputs:
o Create promotional video of current clients and their experience at PALS.
o Enlist students of the IU Media School for affordable help.
o Craft a clever tagline or hashtag promoting the emotional benefit of PALS to use on Facebook,
Twitter and Instagram.
• Outtakes:
o The success of this strategy can be measured through the number of times the hashtag is used via
Facebook, Twitter and Instagram.
• Outcomes:
o New or potential clients and their families are engaged with PALS in a fun and interactive way.
Behavioral Objectives
• Create a new outlook towards the alternative therapy to encourage the public to sign up for PALS.
• Increase the number of clients.
• Derby Days will incline potential new members to sign up, in turn increasing clients and gaining
positive media attention.
• Outputs:
o Derby Day is the primary output for this objective.
o Gofundme will be used to raise money for the event.
• Outtakes:
o Evaluate the success of the Gofundme based on the amount of money raised.
! Ideally $2,000.
o Evaluate the success of Derby Days based on the number of clients after the event.
! Ideally the number will increase.
• Outcomes:
o Derby Days will showcase all that PALS has to offer.
o Potential clients get to meet the staff and horses, and play games that will create a positive
interaction between PALS and the public and increase the number of clients.

EVALUATION GUIDE

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BUDGET FOR DERBY DAYS EVENT – TOTAL: $1,104
Balloons: 5 bundles ($4 x 5) $20 - Party City
Inflatable: $163 Inflatable fun house - Master Rental Center
Tables: donation
Chairs: donation
Coolers: donation
Streamers: $10 - Party City
Posters: $50 - Library
Speakers- $100 for rental - Jet.com
Tablecloths- ($10 x 10) $100 - Wal-Mart
Tent- $275 - Master Rental Center
Flowers for tables: $30 per bouquet x 5= $150 - Kroger
Face paint- $13 - Wal-Mart
Corn hole- donation
Obstacle courses- $175 - Bounce House Guys
Grass Twister/spray paint- $7 per can x 4 = $28 - Wal-Mart
Activities: relay races, three-legged races, sack races- burlap sacks @ $2 each x 10 = $20 - Wal-Mart
GoFundMe Goal - $2,000
Social media contest prizes: Event water bottle
Cost of tickets - $5 for children 10-18 years old, $10 for adults (children under 10 are free)
Sponsors
Local Radio Stations (B97) / music
Someone to provide t-shirts or water bottles
Vista Print
Catering: Jimmy Johns, Noodles, Starbucks, Bloomington Bagel Company
BUDGET AND TIMELINE

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PRESS RELEASE
FOR IMMEDIATE RELEASE
PALS Announces New Derby Day Event
BLOOMINGTON, Ind., Apr. 18, 2016 – People and Animal Learning Services (PALS) today
announced it will host the first “Derby Day” event at its Bloomington facility on Sept. 3, 2016 from 11
a.m. to 4 p.m. The event will feature family-friendly carnival games and activities and will be open to
the public with ticket purchase.
“PALS’ purpose is to provide high-quality, safe and educational animal-assisted activities,” said
Founder and Executive Director of PALS, Fern Goodman. “This event will give the public a chance to
learn more about the PALS facility and introduce more members of the public to programs offered at
PALS.”
The event will feature games, relay races, and activities for children, a fun house, raffle contest, food
and drinks. Development Director and “Derby Day” Event Organizer Lindsay Nash said, “The public
will be able to meet and greet with PALS’ professional instructors and volunteers while interacting and
learning more about the horses at PALS.”
Tickets for the event will be free for children under six, $5 for children ages six to 18, and $10 for
adults. Tickets can be purchased online at http://palstherapy.org/ or in-person at the PALS facility at
7644 W. Elwren Road.
About PALS
PALS is a nonprofit organization that offers horse therapy sessions and programs for children and
adults with physical, learning, cognitive or emotional disabilities. The organization’s mission is to
provide comprehensive, individualized therapeutic programs that will develop and restore functional
skills, enhance well-being and improve quality of life. PALS also offers recreational sessions for
people interested in horseback riding. The organization was founded by Fern Goodman and serves
over 60 clients weekly, ages three to 64, with assistance from over 150 volunteers. For more
information, visit http://palstherapy.org/.
# # #
Media Contact
Lindsay Nash
Development Director
812.336.2798
info@palstherapy.org
IMPLEMENTATION MATERIALS

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horses. Insweb. Retreived from http://www.insweb.com/news-features/horse-therapy.html.
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15. No author. "Equine Therapy for Children with Asperger's and Autism." Equine Therapy for Children
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16. No author. "Equine Therapy for Disabled Children." Equine Therapy for Disabled Children. N.p., n.d.
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17. No author. "Donate." PALS Donate Comments. PALS Bloomington, 19 Mar. 2012.
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Adults with Physical Impairments.” Therapeutic Recreational Journal. (2001). Retrieved from ProQuest
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REFERENCES

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