The document provides information on staff members and their roles at BINA Farm Center, an organization that offers enrichment programs for individuals with and without special needs. It outlines goals such as increasing gala coverage, visibility of programs, volunteer interest, and donations. Suggestions are made to achieve these goals, including reaching out to more media outlets, hosting community events, leveraging partnerships, and improving social media presence.

2. Who We Are
Sophia Geanacopoulos
Creative
Shogo Yamamoto
Search
Emily Zaboski
Creative
Macayla Daly
General PR
Carolyn Sacco
Hospitality PR
Jordan Guertin
Hospitality PR
Devin Foley
Hospitality PR
Maura Abbott
Social Media
Jake Ascoli
General PR
Josh Beck
Marketing
Chris Dobens
Social Media
Julia Pan
Creative
Julia Kohn
Marketing
Emma Miller
Hospitality PR

3. Goals
1. Increase gala coverage
2. Expand visibility of other
programs
3. Increase volunteer interest
4. Increase donations
5. Clean up social media

4. The BINA Look
Futura PT
BINA Farm Center (BFC) brings together
individuals with and without special needs by
offering a variety of inclusive enrichment
programs that help them to both thrive
personally and make their best contribution
towards the communities in which they live.

5. The BINA Look

8. The BINA Look

9. SWOT Analysis
• Mission Statement expresses community
• BINA offers more than hippotherapy
• Inclusive community
• BINA provides scholarships and financial
aid
• Public lacks knowledge of benefits of
hippotherapy
• Social media platforms lack a strong
presence
• Relatively low website traffic
• Gain volunteers and donations
• BINA is more than horse therapy
• Grow and expand social media
presence
• Educate public on benefits of
hippotherapy
• FAQ on website
• Lack of funding
• Competition from equine and animal therapy
centers
• Mass Hospital School
• High Hopes CT
• Friends for Tomorrow
• Lovelane
• Windrush
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS

10. Target Audience
Meet Josie:
• 40 years old
• Married
• $75,000 income
household
• One child: Danielle
• on the autism
spectrum
• Enjoys being a part of the
BINA Community

11. Meet Shirley:
• 62 years old
• Lives at Senior Living
Community
• Active within her own
community
• Has 6 grandchildren
• Enjoys being part of a
community and helping
others
Secondary
Target
Market
Target Audience

12. SEO is focused on growing visibility in organic
(non-paid) search engine results.
What search engines like:
§ Content
§ Performance
§ Authority
§ User Experience
What search engines dislike:
§ Keyword Stuffing
§ Poor User Experience
SEO

13. Meta Description
Title Tag

14. BFC offers enrichment
programs to help
individuals with &
without special needs
using activities &
therapies. Read more!
Home | Bina Farm Center

15. Header Tags
H1
● Quick content overview
● Most important
● Only 1 per page
● Use keywords!
H2-H6
● Can use more than 1 per page
● H2 to H6 in order of importance

16. Make these H3
H2, good H1, good

17. Keyword Themes
Keyword examples that can inspire content creation:
therapeutic riding programs benefits of horse therapy
equine assisted activities what is hippotherapy
therapy horseback riding community experiences
what is horse therapy how to teach children with
special needs
what is equine therapy hippotherapy
horse therapy for autism therapy farm

18. 1: Increase Gala Coverage
What you’re doing well:
● Gala is a successful annual
event
● Already has a unique name
and visuals
What needs improvement:
● No major media coverage
● Currently no plan in place to
create “buzz” about the gala

19. Our suggestions:
● Reach out to media outlets known for covering
events
o Ex: Improper Bostonian
§ Bi-weekly publication focused on
entertainment and culture
§ Reaches 550,000 readers
§ Covers high-end charity event
§ Reader has an average income of
$98,981
● Host event at the barn
o Fall carnival
§ Promote gala and BINA programs
§ Act as an “open house” for
Lexington location
§ Encourages donations
1: Increase Gala Coverage

20. Media List

21. Gala PR

22. Fall Carnival

23. Fall Carnival

24. Fall Carnival

25. 2: Expand Visibility of Other
Programs
What you’re doing well:
● Recent honors
● Veterans programs have had coverage from The Boston Globe, etc.
What needs improvement:
● Lack of continuous relationships with media outlets
● Not proactive enough in reaching out to media outlets

26. Our suggestions:
● Pitch to publications that cater to
veterans
● Maintain up-to-date pitches
about BINA veteran events
● Host an event to boost media
coverage
● Pitch to media that cater to the
special needs community
● Reach out to Lexington Public
Schools
o Align BINA as a resource for
special needs families
2: Expand Visibility of Other
Programs

27. Veterans and Special Needs List

28. Veterans Pitch

29. Veterans Flyer

30. Veterans Outreach

31. 3: Increase Volunteer Interest
What you’re doing well:
● Large and growing volunteer base
● Volunteers have experience with
horses and backgrounds beneficial
to the BINA community
What needs improvement:
● Most volunteers want to work
solely with the horses
● Not enough help with community
outreach, marketing, social media

32. Student Volunteers

33. Our Suggestions:
● Senior Center outreach
o Bring a horse to the center and host an information session
o Host a senior brunch at the barn
o Add BINA trips to the weekly senior center shuttle schedule
o Feature a horse, rider, or staff member in the centers’ internal
newsletter
o Grandkids Day at the barn
o “Sponsor A Child” program
3: Increase Volunteer Interest

34. Equine Volunteers
● Reach out to colleges with
Occupational Therapy majors
o Require co-ops to
complete graduation
o Reach out to department
heads requesting to send
emails to their rosters
§ Northeastern University
§ Salem State
§ Boston University

35. Barn, Office, & Carpentry
● Possible scholarships awarded to parents
o 5-10 hours of volunteering
● Increase volunteers and sense of community

36. Website

37. Life Skills & Creative
● Reach out to teaching
education and special
education majors
o Teaching
o Boston University
o Wheelock College
o Boston College
o Special Education
o UMass Boston
o Simmons College
o Bridgewater State University

38. Online Presence
● Connect volunteer work to
BINA Farm
● Create strong online presence
o Glassdoor
● Create job postings on:
o Volunteer-specific sites
§ Bostoncares.org
o Regular job listing sites
§ Glassdoor
§ Indeed
§ Idealist
● SEO backlinks

39. 4: Increase Donations
What you’re doing well:
● Large donors for the gala
o Boston Bruins
o Herb Chambers
● Barn materials donated by the Home Depot
● Great family/friend community of continuous donors
What needs improvement:
● Not enough new donors
● Lacking a “foothold” in the Lexington community

40. Our suggestions:
● Cold Calling
o Script and guide in resources
● “Leave a Card” program for monthly prize drawings
o Gain new contacts
● Increase community involvement in Lexington
● Build senior program
● Leverage Red Sox brand through their philanthropy
programs
4: Increase Donations

41. Senior Living Communities
● Promotes sense of
community
● Work in office
management and less
physically straining
● Recommend reaching
out to program directors
o Potential partnerships
and new senior clubs

42. Senior Volunteers

43. Farmers Market
● Spreads
awareness of
the organization
● Good practice
already in place
● Social media
opportunity

44. Sponsorship Outreach
● Script: Message
becomes clearer and
concise
● Position BINA as
professional and high
functioning
● Corporate sponsorship
o Increase donations &
brand recognition

45. 5. Clean Up Social Media
What You’re Doing Well:
● Images
o Images increase user
engagement
o Utilizing Instagram well
due to number of
followers and frequency
of posts
Source:
Social
Media
Examiner

46. Social Media
What Can Be Improved Upon:
● Frequency of Posts
● Cater Posts Across Platforms
o Don’t repeat word-for-word posts across different
platforms
o Cater the post to the platform being used
● Increasing Followers
o Follow relevant accounts
o Search relevant hashtags such as #therapy #horses
#riding #hippotherapy
o Change Instagram from PRIVATE to PUBLIC

47. Social Media Strategy
• Expand your online presence
• Establish a digital voice for the organization
• Utilize social media as a driving element
• Have fun with Social Media

48. Content Buckets

49. Content Calendar

50. Content Calendar

51. Resources: Social Media
● Facebook Account Merging step-by-step guide
● Optimizing posts across platforms
● Hootsuite Guide
● Glossary of important social media terms
● List of accounts to follow/like

52. Resources: PR
● Press Kit
● Media List
● Possible volunteer/ organization contact list
● Volunteer opportunity information packet
● Senior citizen volunteer opportunities fact sheet
● Cold call/ donation request guide
● Gala pitch and press release
● Silver Oak Jumper Tournament press release
● Special needs programs pitch
● Veterans programs pitch
● Fall Carnival/ marketing event press release
● Local activities guide

53. Thank you!