Chastain Horse Park is a nonprofit equestrian facility in Atlanta that offers therapeutic horseback riding lessons. However, volunteer levels are low, limiting the number of lessons that can be provided. The campaign aims to increase awareness of Chastain's programs and volunteer opportunities through social media in order to boost volunteer participation and donations to support their important work. The primary target audience is potential volunteers, ranging from students to retirees, and the secondary audience is caregivers who can encourage involvement in the therapeutic riding program.

1. BE A GOOD ‘NEIGH’BOR CAMPAIGN
a case study

2. getting started
[S]TABLE
OF CONTENTS

3. Meet the Mares........................5
Overview....................................6
Executive Summary...........9
Situation Analysis.......................10
SWOT Analysis.................12
Competitve Analysis..........13
Creative Brief...............16
Campaign Objectives.................18
Goals & Objectives.........20
Evaluation.......................21
Creative Tactics......................24
Mood Board...................27
Measures of Success..................38
Metrics Report................41
Appendix..........................43
3

4. about us
MEET THE MARES

5. Haley Stauffer
Asst. Art Director
Erica Cleary
Social Media Coordinator
Alexis Robinson
Art Director
Kara Templeton
Asst. Account Executive
Cara Anne Anderson
Account Executive
McClain Talley
Strategic Planner
Sophie Litchman
Copywriter
5

6. executive summary
ATLANTA
EQUINE THERAPY

7. 7

9. Executive
SUMMARY
Nestled in downtown Atlanta,
Chastain Horse Park is both a beautiful event space and a full-service
horse stable. Along with boarding horses and offering riding lessons,
Chastain is specially known for its hippotherapy and therapeutic riding
lessons. Hippotherapy has been used as a physical, occupational, and
speech therapy treatment strategy, using the horse’s movement to help
improve sensory processing. It has been proven beneficial for many
who suffer from a wide range of disabilities, including cerebral palsy,
multiple sclerosis, developmental delay, autism, and traumatic brain
injury. Therapeutic riding focuses on creating a relationship between
the rider and the horse. Ultimately benefiting the rider, this form of
treatment heals through physical activity, increased responsibility, and
emotional stimulation.
Each hippotherapy and therapeutic riding lesson is guided by a
therapist and two volunteers, one to guide the horse and one at the
side of the rider. Because of Chastain’s pristine facilities and gentle
horses, therapeutic riding and hippotherapy lessons have been in high
demand, providing over 100 lessons a week to those in need. However,
volunteer levels for the therapy programs were low. It was our job to
increase awareness about Chastain Horse Park’s amazing volunteer
program and in turn increase volunteer participation.
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10. siutation analysis
SWOT +
COMPETITION

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12. SWOTanalysis
Strengths Weaknesses Opportunities Threats
Local press publications like the
Around the Park magazine and Simply
Buckhead magazine
O Network spotlight
Established therapeutic programs
Large facility with newly revamped
website
Well managed Facebook page with
several links
Several facets to their business
including an event venue for
weddings, birthday Parties (pony
parties), riding lessons and camps
3 barns, 4 arenas, and over 30
school horses
Opportunity to reach out to the
large hospitals in the Atlanta
area. (Ex. Children’s Healthcare
of Atlanta, Piedmont and other
therapy programs)
Reach out to caregivers (mom’s or
professionals) to increase awareness
of the therapy program
Creating field trips for the outreach
programs that involve inner city
populations
The ability to provide a service
that is unique, especially regarding
the local community in the mostly
urban area of Atlanta
Opportunity to utilize more social
media platforms such as Instagram
that would be able to convey the
visual nature of the horse park
Weak social media platform besides
Facebook (i.e. no twitter activity
since 2011)
Lack of awareness on a large scale
Relatively new leadership
Riding lessons cost $65 per session
(might be expensive for some
customers)
External threats such as
surrounding state parks with
equestrian trials and other
competition: such as the Georgia
International Horse Park (site of the
equestrian events for the Olympics)
Lack of interest for physical therapy
through equine therapy programs
like PATH that Chastain Horse
Park uses
Direct competition: Georgia
International Horse Park, Flowered
Rock Farm, River Run Equestrian
at Huntcliff

13. 1. GEORGIA INTERNATIONAL HORSE PARK
COMPETITIVE analysis
Branding:
++ “Groomed for Greatness”
++ Maintains an air of prestige and superiority
++ Hosted all Equestrian and Mountain Biking events for the 1996
Olympic games (and not likely to let anyone forget it).
++ Very accommodating - You can bring your own horse to their facility
and they will allow you to use their facilities recreationally
++ Exclusivity (they really capitalize on their Olympic involvement and
legacy).
Media Placement
++ The Goss Agency - Asheville, NC
++ The Rockdale Citizen (newspaper)
++ Tentpole event at Georgia Mountain Fairgrounds
++ Theknot.com and Weddingwire.com (wedding webiste)
++ Allow concerts to be held there which garners high amounts of media
attention and free publicity
Target Market
++ Horse lovers
++ Mountain bike enthusiasts
++ Golfers
++ Lovers of the outdoors
Products/Services
++ Horse Riding
++ Mountain Biking
++ World-class golf course designed by Arnold Palmer
Social Media
++ Facebook: posts minimum once a day, most of the time more than
once, always including a photo (4,528 likes and 21,280 visits)
++ Instagram (doesn’t have an account but frequently tagged as a location).
Why they’re unique
++ Conyers Cherry Blossom Festival
++ Big Haynes Creek Wildlife Festival
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14. 2. FLOWERED ROCK FARM
COMPETITIVE analysis
Branding:
++ Kid friendly
++ Girly
++ Very “to the point”- not a lot of flashy ads
++ Home-grown
Media Placement
++ Almost solely confined to their own website
++ Some free media attention via Facebook
Target Market
++ Children
++ Girls
++ Mothers of active kids
Products/Services
++ Horse riding lessons
++ Birthday parties
++ Seasonal and extremely frequent intensive riding camps
Social Media
++ Facebook: infrequent posts with uncompelling photos (346 likes, 743
visits)
++ Instagram: flowered_rock_farm (24 posts, but low involvement)
++ Appears to be managed by children
Why they’re unique
++ Neigh’bor Saver
++ Membership grants access to an equestrian amenity package that
features 50% off every Flowered Rock program and service with the
exception of boarding
++ Boarding will always be $150 less than the posted rate for nonmembers
++ Only $500 per household
++ Lifetime membership

15. 3. RIVER RUN EQUESTRIAN AT HUNTCLIFF
COMPETITIVE analysis
Branding:
++ Safety, safety, safety
++ Emphasis on real life natural experiences with horses (without
technology)
++ “Horses are experienced, not googled.”
++ “Horses are an opportunity to get connected, without wifi.”
++ Very well organized website
Media Placement
++ Theknot.com
++ Flyers at medical therapy centers
++ Generate majority of attention from well delivered blog and Facebook
posts
Target Market
++ Riders of all ages
++ Dressage
++ Hunting
++ Therapeutic riding (entirely separate website for this)
Products/Services
++ Lessons for beginners, hunters, and dressers ($90/hr)
++ Therapeutic horse riding ($65/hr)
Social Media
++ Frequently updated blog
++ Accessible through their website
++ Very moving, real stories of patients and customers
++ Facebook: Updated frequently with intriguing photos and articles
linked to their blog (6,109 likes, 818 visits)
++ Instagram: river_run_ride -strong profile with frequent posts including
both pictures and videos (136 followers)
Why they’re unique
++ Therapeutic Riding PRogram
++ “Stardust”
++ Caters to not only the ill but also family members
++ Physical challenges
++ Learning disabilities
++ Self-confidence issues
++ http://www.stardustproject.org
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16. Creative
BRIEF
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 Speech-
Language 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.
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.

17. 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.”
17

18. campaign objective
BRAND AWARENESS +
VOLUNTEERS

19. 19

20. OUR MANE GOALS & objectives
Primary
OBJECTIVE:
Goal #1: Increase awareness of the volunteer programs at
Chastain Horse Park
Objective: To increase volunteer participation by having 10
individuals become new volunteers by April.
Rational: The main request of Chastain Horse Park was to promote
their volunteer programs. They have volunteer training and programs
for both hippotherapy and therapeutic riding lessons. In order to keep
up with the influx of riders, Chastain must have a certain number of
volunteers to keep up with the demand. By promoting social media
and other visible consumer platforms we would be able to access
potential volunteers.
Secondary
OBJECTIVE:
Goal #2: Increase social media following and impressions
Objective: To have an effect on the awareness of Chastain Horse Park
in the local Atlanta area by increasing social media following by 20
percent by April.
Rationale: The Chastain Horse Park had a very low following on
social media even though they were on both Facebook and Instagram.
We took over their social media platforms with a goal in mind of
increasing their following and therefore their awareness. Social media
promotion is a free medium for advertisement, so on a small budget
we would be able to increase their awareness.

21. FINISH LINEcrossing the
EVALUATION OF THE OBJECTIVES
Goal #1: Increase awareness of the volunteer programs at
Chastain Horse Park
Objective: To increase volunteer participation by having
10 individuals become new volunteers by April. Was this
accomplished? Why or why not?
OBJECTIVE MET:
After speaking with managers at Chastain we learned that several
people have attended the training to become volunteers. Our
creative team designed print ads for the “be a good ‘neigh’bor”
campaign. The ads will be sent to Chastain and can be printed for
distribution in any way they see fit. We also created two branded
items, Emijay hair ties and a horse-shaped stress reliever that are
embellished with the Chastain logo to help promote the brand. The
hair ties in particular are going to be used by Chastain in the future.
Goal #2: Increase social media following and impressions.
Objective: To have an effect on the awareness of Chastain Horse
Park in the local Atlanta area by increasing social media following
by 20 percent by April. Was this accomplished? Why or why not?
OBJECTIVE EXCEEDED:
Our team gained access to the social media platforms that Chastain
was using, specifically Facebook and Instagram. Our social media
coordinator began posting on Instagram and used hashtags to
attract followers that would be interested in the goals and mission
of Chastain Horse Park. At the beginning of the campaign Chastain
had 1,437 page likes for Facebook and 60 followers on Instagram
and 16 posts. After taking over social media we increased Facebook
likes to 1,490 page likes for a 3.7 percent increase. We increased
the Instagram following from 60 followers to 545 followers for an
808.3% percent increase.
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23. strategy
EMPHASIS ON SOCIAL
MEDIA
We implemented a campaign based on a need to increase volunteer numbers at Chastain. We also
created social media content for Chastain as a budget-friendly effort to raise brand awareness.
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24. creative tactics & executions
HOW WE HOOFED IT

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26. “...imagery that captures the purity of the organization’s
intentions and the foundation on which the company was built.”
The construction of a brand begins first with a vision. Inspiration fuels the conception of a brand that speaks heart, honesty, and quality. Our
inspiration for Chastain’s brand is a compilation of imagery that captures the purity of the organization’s intentions and the foundation on which
the company was built. That foundation is, and forever will be, a mission of service and a love of equestrianism.
Setting the
MOOD BOARD

27. 27

28. *Facebook Holiday Cover Art
facebook
COVER ART
We leveraged existing exposure opportunities like Facebook to voice a need for additional volunteers to the therapy program. This was a smart choice
for Chastain Horse Park based on their large following of Facebook users and special interest in gaining retired seniors to donate their spare time. Older
demographics are most likely to use Facebook over other social media platforms, so this was the best way to reach them at no cost.

29. *Snapchat Geofilter
snapchat
GEOFILTER
The snapchat filter we created would be an easy way to geographically tag Chastain Horse Park in order to separate it from the broader filter of Chastain
Park. This would distinguish between the park and the ‘horse’ park, thus allowing people to recognize them as separate facilities and individual brands.
This separation of brands would lead to a greater awareness of CHP and provide clients with a fun and popular way to share pictures taken at the horse
park using social media.
29

30. social media
CONTEST
The social media competition incorporated pictures taken at Chastain Horse Park using Facebook and Instagram. The competition was based on a
“spot the difference” style of puzzle commonly found in magazines. The pictures were placed side by side and followers could comment with the three
differences between the two pictures to win the competition. They were also required to follow CHP, like the post, and tag a friend. This effort would
engage followers and provide incentives to find out more about the horse park.

31. 31

32. *Emijay Hair Ties
branded
EMIJAYS
Because a majority of riders and volunteers at Chastain Horse Park are female, we thought it would be fun to create emijays that they can wear to hold
back their hair when riding, volunteering, or for completing any other activity around the park. It also appeals to Chastain Horse Park’s younger client
base. This was a fun way to show CHP pride that also presented itself as a potential fundraising opportunity.

33. horse-shaped
STRESS RELIEVER
People and caretakers utilizing Chastain Horse Park’s hippotherapy and therapeutic riding lessons have a lot on their plate. To help cope with this,
we created stress relievers in the shape of a horse. They can be squeezed to combat mental and emotional stress and but can also be used for physical
therapy as a muscle-strengthening exercise. This is another way to promote Chastain Horse Park’s therapy program and another potential fundraising
opportunity.
*Horse-shaped Stress Reliever
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34. print ads
POSTERS
The “Be a Good ‘Neigh’bor” campaign consisted of print ads that coupled “neighborly” behavior with Chastain Horse Park through images and
copy, like the tagline “You can’t lend them your shoes, but you can lend them your time.” Increasing volunteers at the park is one of the main goals
of our campaign, and these print ads will help illustrate the need for volunteers in the therapy program. The print ads will be distributed across
Chastain Park in an effort to inspire and maintain current volunteers and educate potential volunteers about the benefits of working in equine
therapy.

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37. 37

38. measures of
SUCCESS

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40. METRICSreport
Facebook
PAGE LIKES:
Before: 1,437
After: 1,490
Instagram
FOLLOWERS:
Before: 60
After: 545
Therapy
VOLUNTEERS:
Before: 225
After: 250

41. 8Xmore followers
41

42. appendix & future
RECOMMENDATIONS

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44. Guerrilla
MARKETING
The guerilla marketing campaign is an innovative and interactive
strategy, designed to increase awareness of Chastain Horse Park.
Because Chastain Park is massive and spread out, we wanted
to guide people to Chastain Horse Park by inserting gilded
horseshoes into the concrete sidewalks throughout the main
park. This would raise brand awareness, spark curiosity among
visitors, and become a unique landmark within the park. Our
hope is that it would promote the volunteer program as a result.

45. Alternative
SOCIAL MEDIA
We also recommend that CHP broaden their social media
tools by creating accounts on other platforms such as Twitter
and Snapchat. Currently, they are active on Facebook and
Instagram, but they could expand their reach and awareness
by adding other social media sites into the mix.
45

46. Rebranding
NEW LOGO
We designed a new logo for Chastain Horse Park that
represents the Chastain Horse Park as a whole, with a
simple yet strong message. There are two versions for
use in a variety of different media according to design
and layout limitations. The new logo could be used on
business cards, stationery, and any branding materials,
and could be implemented in the future to update the
visual identity of the brand.

47. 47

48. SOCIAL MEDIA guidelines
SOCIAL MEDIA DO’S & DON’T’S
++ DO create a consistent social media presence by using the same picture
(logo, etc.) for all of your social media profile pictures!
++ DO create a specific style for your profile. This is essential, especially
when it comes to your Instagram account. When a follower is scrolling
down their newsfeed, you want them to see your post and be able to
tell that it is your post without having to look at your name! You can do
this by using the same kind of filters/lighting/coloring throughout the
majority of your posts.
++ DO strategize!!! If you want to have a successful social presence, you
absolutely HAVE to plan your posts ahead of time. If you don’t plan
ahead, your posts may seem unorganized, random, or jumbled. If you
plan accordingly, you can execute a successful social media campaign.
++ DO keep track of what your followers like! Take notice when a post gets
a significantly larger amount of likes/shares/comments than other posts.
This is a pretty good indicator that you should make more posts similar
to this one. Make posts that will get the most positive attention for your
business!
++ DO be picky about who you follow! Some types of people that you want
to follow: potential clients, leaders in your field (other successful horse
++ parks), people who have inspiring or engaging content, people that you
might want to collaborate with, and don’t forget the people who go out
of their way to help/promote you.
++ DO think about your ideal client when crafting your posts/captions!
It can be really helpful to come up with a picture in your head of who
your ideal client is before making a post. When deciding what content to
include, ask yourself if this client would like what you want to post. If the
answer is no, you might want to rethink the post. But, if the answer is yes,
it’s probably safe to go ahead with the post!
++ DO make an editorial calendar for social media posts, especially if there
is a big event coming up that you know you want to publicize. If you want
to get serious about social media, this is a tool for you. This is so you can
keep track of what posts you want to make on each type of social media,
and when you want to make those posts!
++ DO use analytic techniques. Things like Facebook Page Insights can be
used to analyze your Facebook followers, and there are so many more
out there for different sites which allow you to see who views your posts
which can help you determine your most useful platform and which type
of content works best at getting you recognized!

49. ++ DON’T post too much content at one time! Try to keep your posts short,
clear, and to-the-point. This makes them easier to understand, attention
grabbing, and someone is much more likely to read a post that is a
sentence or two long than one that takes up the whole page. This also
includes limiting the amount of posts you make in one day- you don’t
want overload your followers’ news feeds!
++ DON’T overuse the hashtag! The hashtag is a wonderful social media
device that can attract a lot of attention to your page, but overusing them
can make it seem like you are desperate for attention. For instagram, a
couple of hashtags in your main caption are completely acceptable, but
if you want to add more, just make a comment on your own post that
includes the hashtags you want to use. This helps alleviate the clutter
of your post, while still attracting people to your post. (Hashtags should
generally be limited to Twitter and Instagram posts).
++ DON’T always use the same post on every social media platform! With
each social media site, you are targeting a different audience, so the post
that works really well to attract attention from your Facebook followers
may not be the most effective way of communicating with your Instagram
or Twitter followers.
++ DON’T go filter crazy! Filters are a great way to add some dimension to
your post, but adding too many of them can make your pictures look
cheap or overworked. Normally, tweaking the lighting on the photo
a bit, and adding a nice, subtle filter will transform the photo into an
Instagram-ready post. Filters provided by Instagram may not always
the best to use depending on your picture, but there are a ton of photo
editing apps available now that offer a lot more options for your pictures.
Some really useful ones are Afterlight, PicTapGo, VSCOcam, and
Snapseed.
++ DON’T forget about your accounts! If you are going to be out of town
for a vacation, conference, or you think you might just be really busy
on a particular week take advantage of sites like Hootsuite which allow
you to create your posts ahead of time and will release them for you on
a date and time that you can set. This is a good way to ensure that your
followers will always be exposed to your posts even if you aren’t able to
post them yourself.
++ DON’T feel like you have to use every social media site. While social
media is an awesome free way to create your brand and market your
business, don’t feel like you have to create an account for every site.
Instead, focus on the ones that you think will be the most beneficial for
you, so that you don’t get overwhelmed or waste your time and energy on
something that might not be very beneficial.
++ DON’T be afraid to try different techniques in your posts. What I mean
by this is that you should think outside of the box to try to get attention
on your posts. This could be by holding a contest, coming up with a
unique hashtag for your business, giveaways, or by advertising events
and promotions.
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50. THE END