COMPONENTS - fioridivita.files.wordpress.com · Web viewQuestionnaire. Brand platform. Key terms and phrases Core facts about cause. Campaign objectives and desired outcomes. 5W’s.

562 Creative Media Strategies | Awareness Campaign

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COMPONENTS

Build awareness. Spark a movement. Support a nonprofit.

Part 1 Part 2 Part 3 Part 4 Part 5

Research Message & Brand Goals Inverted Pyramid Landing Page

Questionnaire Brand platformKey terms and phrases Core facts about cause

Campaign objectives and desired outcomes

5W’s Promotional copy Related linksImage, graphic or video

Part 6 Part 7 Part 8 Part 9 Part 10

Social Media Opinion Piece Online ad Html Email Summary & Conclusions

Facebook post Twitter post

Short piece in your voice geared for placement on site or blog

Facebook ad with goal of increasing visits to campaign site

Goal-based email to friends, family and colleagues

Final thoughts

PART 1: RESEARCHWhat is your awareness campaign? What is the definition, history and general ideas and theories surrounding your public awareness issue?

My awareness campaign Little Bit Riding center. This organization offers help to people with disabilities. Their main focus is to work with challenged individuals to help positively grow their spirit, mind and bodies.

What do you want to make your audience aware of about this issue? Do you want to inform or persuade?

I am working to inform people on how Little Bit Riding Center utilizes the unique qualities of the horse therapy to affect positive change in the lives of children and adults with disabilities.

What are some of the statistics related to your public awareness?

In an eight-week study on the effects of a therapeutic riding program with participants ranging from ages 10 to 40, a significant change in four out of eight measures of sitting posture was shown. In addition, the results of a recent a ten-week study on therapeutic riding showed an improvement in sense of self-efficacy and self-esteem in adults ages 26 to 46 with psychiatric disabilities. Similarly, an additional study of 22 adults ages 17 to 6 with a variety of physical impairments reported increased physical self-efficacy and behavioral self-confidence following a 12-week therapeutic riding program.


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What solution would you implement to change the problems surrounding your public awareness campaign?

I would hold more fundraising events and share more about the benefits of therapeutic horsemanship.

What organizations, business or individuals are working to change the problem and improve the issue? How do they approach their strategies? Give two

PATH- (Professional Association of Therapeutic Horsemanship) Little Bit Therapeutic Riding Center

How will knowledge about this campaign help your audience make a difference? What can they do to get more involved in the issue?

It will help spread information on this type of therapy for people with disabilities to bring more people in need in and can possibly bring in more annual donations to supporting riding centers that offer this

What are some valid resources with interesting and accurate information about this cause? List three.

Instructor Self Study Course: This course is designed to prepare Instructors-In-Training for their certification. Topics for this course include such things as contraindications for disabilities, horsemanship skills and proper feeding management of horses. Volunteer Training Course: This course is designed to assist individuals interested in volunteering at PATH Intl. Centers.

Publications Strides archive The award-winning publication of the Professional Association of Therapeutic Horsemanship International (PATH Intl.) is a full-color, quarterly magazine titled PATH Intl. Strides, which features a different theme or topic each issue pertaining to our members and the world of EAAT.

Sites: American Hippotherapy Association - promotes the use of the movement of the horse as a treatment strategy in physical, occupational and speech-language therapy sessions for people living with disabilities

Sites: Horses & Humans Research Foundation - facilitates universal understanding and appreciation of the significant influence of horses on humans.

Select an organization (or multiple organizations) that will benefit most from your messaging and efforts. This would be a group (or groups) you will direct audience members to for engagement, fundraising or volunteering.

http://www.pathintl.org/component/content/29-membership/general/44-my-narha?Itemid=63

http://www.horsesandhumans.org/


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Name of Organization Purpose or Relationship to the Cause, Organization or Movement

Website url

Little Bit Therapeutic Riding Center

Therapeutic Riding Center that offers riding programs children and adults with disabilities.

http://www.littlebit.org/home.html

PATH Professional Association of Therapeutic Horsemanship offer riding programs for handicapped individuals.

http://www.pathintl.org/

PART 2: MESSAGE & BRAND

Multimedia Collectiona. Use Google images or other source to find a logo/wordmark affiliated with your cause,

nonprofit organization or movement. If one does not exist – use a desired font style and create something simple using the campaign title. Place the image in the “Brand Platform” grid below.

b. Use Google images, organization’s website or other source to collect about 6 images that illustrate and relate best to your cause, nonprofit organization or movement. (save as jpegs)

c. Place the images in the grid below + use these images for other aspects of your campaign (i.e. Facebook posts, landing page layout, html email layout, opinion piece)

[place jpegs of images in the grid below]

Brand Platform


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Cause, Movement or Nonprofit logo or wordmark

To bring awareness to the therapeutic riding centers. To get Volunteers to dedicate time to help out.

Campaign Fonts

Header Subheader Body Copy

Helping Little Bit Riders grow, smile, laugh and learn This is a great cause to be a part of


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Campaign Color Scheme

Key Words & Phrases

Key Words1-2 word “bullet points” that best illustrate the strengths of the cause, nonprofit or movement.

Key Phrases3-8 word short statements or tags that summarize the unique aspects of the cause, nonprofit or movement.

1) Therapy 1) Therapeutic riding can help individuals with disabilities

2) personal growth 2) Achieve functional outcomes3) horsemanship 3) helps build brighter futures4) educational 4) Improves the body, mind and spirit5) inspirational 5) Inspirational and educational programs

Message Profile

High level profile of nonprofit organization, cause or movement

Name: Little Bit Org.

Purpose: The purpose of holding The ride for Joy event is to get the word out on the Little Bit Organization in the local community. This event will help gather funds to keep the riding center in good shape and keep their therapeutic educational programs going.

Affiliated events, initiatives, fundraisers

Events: Making Strides Community breakfast Reins of life auction Horse Shows Redmond Business showcase golf tournament Little Bit day at the races partnered with Emerald Downs Redmond Rotary Riders partner with the Seattle foundation for the Give BIG event volunteer appreciation week at Little Bit

Digital assets of “main” organization, cause or movement (if applicable) [web and social media presence]

Web url: http://littlebit.org/home.html

Facebook url: https://www.facebook.com/LittleBitTherapeuticRidingCenter

Twitter url: https://twitter.com/LittleBitTRC

Other… https://www.linkedin.com/company/little-bit-therapeutic-riding-center

Promotional assets[current visibility – advertising, PR, awareness]

How is the cause, nonprofit organization or movement currently promoted? What marketing tools and outreach is currently used?

Little Bit has Facebook and Twitter accounts that are updated daily. They partner with large local companies to hold events and these types of partnerships help Little Bit get noticed in the community. They are also included in the Fred Meyer and Amazon smile charitable donations list people can donate to. They have an E-bit news publication and videos on YouTube showcasing the educational programs and events.

Primary Secondary Accent

Blue Orange White


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Core audience Who are the people who will help meet the organization’s objectives or aid in raising awareness?

The local community, families and friends of that have a family member with disabilities that could benefit from their programs. Partnering with large local organizations for events that will bring awareness to Little Bit.

Core target market(s) What is the organization or cause geographic reach? What areas do they focus on for promotion and outreach?

Little Bit is reaching out to the local geographic for community events and sharing their programs. They focus on participating in events for promotion by partnering with large local companies like Boeing Credit Union.

Main messages[tag lines, popular affiliated phrases]

What is the primary mission and vision of the organization?

Little Bit's mission is to improve the lives of children and adults with disabilities through equine-assisted therapy.

Core Strengths What unique attributes does this cause,

Little Bits lessons and programs helps change the lives of people and children with disabilities for the better. It provides them with a fun challenge that helps improve their motor skills and self esteem.


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organization or movement have that most appeals to supporters?

PART 3: CAMPAIGN GOALS & OBJECTIVES

What type of awareness campaign are you designing?(Choose 1-3)

Raising money (fundraising) Increase public knowledge of cause or

specific related organization Increase online engagement Increase general engagement (volunteers,

participation in programs, attendance at events)

Recruit members Get donations (clothing, food, air miles,

printing, pro bono services, etc.) Event volunteers and attendance Other?

1 – Increase general engagement of (volunteers, participation in programs, attendance at events) to the Little Bit organization. 2 – Raising money (fundraising) to help keep the Little Bit's educational programs going.

3 – Increase public knowledge what Little Bit Riding Center offers to people with disabilities.

What are your main campaign goals? What do you most hope to achieve with your awareness efforts? Provide at least three.

Examples Increase fiscal donations Get more of my family and friends get

involved, support, donate Promote X organization via my social media

channels Increase engagement on organization X social

media Promote [specific event] for X organization Other…

1- Get more families and friends to get involved in volunteering , support, donating to Little Bit Org.

2- Increase engagement on Little Bits social media and webpage

3- Promote Ride for Joy event for Little Bit organization

PART 4: INVERTED PYRAMID

Campaign Title- Ride for Joy

Who Overview of the cause Little Bit is a organization that is motivated to help those with disabilities gain self confidence and leadership skills. They put together programs and classes that help these individuals gain motor skills and the educational tools to live a happy, healthy and productive life.

What What makes the cause unique and important

Little Bit is an organization that offers the method of riding gentle horses as form of therapy for people with disabilities to help them gain the skills they need in everyday life and self confidence.


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Where What region do you want to focus on for your cause?

We will be reaching out to the greater Seattle area for this cause.

When Use compelling argument or statistic to help establish a sense of urgency

Each week, 235 children and adults with disabilities between the ages of 2½ and 65 saddle up at Little Bit; 70% are under age 18 (median age 13). These riders represent over 70 diagnoses (many with multiple diagnoses): 45% have neurologic conditions; 20% have pervasive developmental delays, Autism Spectrum Disorder, Asperger’s Syndrome, Sensory Integration Dysfunction, and similar conditions; 18% have chromosomal-genetic conditions; and 14% have non-specified significant developmental delays. Despite the various backgrounds and even more varied diagnoses, each rider gains a greater sense of control and self-confidence while experiencing a freedom never felt before.

Why Why is this cause important? Why should people care?

A horse's soothing rhythm, strength, warmth, and three-dimensional movement pattern provides healthy exercise while improving circulation and muscle tone. The discipline associated with working with horses and the social interactions between peers benefit the mind and spirit while raising self-esteem and increasing self-sufficiency through accomplishment. The unconditional love of the horses has been proved to reduce anxiety, encourage interaction and offer a haven where riders can feel a sense of empowerment.


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How How will [donations, engagement, volunteering] make a difference for this cause?

Donations raised will help go to keeping up the riding grounds and programs that provide help to our riders. Volunteers are needed to help interact with our riders and keep them safe. There are teaching opportunities that we need to fill as well.

Additional Info

More about the cause, its history, value, impact

Little Bit was founded in 1976 by a woman named Margaret Dunlap. Margaret had Multiple Sclerosis and found that being on the back of a horse slowed the advance of her disease. From our humble beginnings of one horse and five riders, we have grown to be one of the largest nationally accredited, industry-leading PATH (Professional Association of Therapeutic Horsemanship) International centers and one of the largest full-time therapeutic horsemanship programs in the United States. We offer Adaptive Riding and Hippotherapy, and serve 230 riders and patients each week with 22 horses and the help of more than 350 volunteers.

Little Bit Therapeutic Riding Center improves the bodies, minds, and spirits of children and adults with disabilities through equine-assisted therapy and activities, and to be an inspiration and educational resource to the therapeutic riding profession, both regionally and nationally.

Closing Info

How people can learn more, help or get involved, attend, donate and engage? Promote link(s) to the organization or campaign.

To learn more about the Little Bit org. programs and it's volunteer opportunities and events visit: http://littlebit.org/home.html

PART 5: LANDING PAGECreate a mock up of a single-layer “landing page” for your campaign.

Required Elements Other Notes Title Photo or related graphic Overview copy Related links Call to action (learn more, donate, volunteer,

join mailing list, etc.)

Maintain consistency in brand for logo, fonts and color scheme

Create your mock up in Wix or feel free to use Photoshop, InDesign or other program

Incorporate core messaging you established in earlier sections as part of your overall message


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]

PART 6: SOCIAL MEDIA ENGAGEMENT

Facebook post 1[35-50 words + photo]

At Little Bit Riding Center despite various backgrounds and varied diagnoses or disabilities, each rider gains a greater sense of control and self-confidence while experiencing a freedom never felt before.

Facebook Post 2[35-50 words + photo]

Looking for a volunteer opportunity this summer? If you like to be around horses and help people with disabilities then apply to be a volunteer for Little Bit's 2015 summer camp programs. visit http://www.littlebit.org/volunteers/program-opportunities.html

Twitter Post 1 140 characters We are gearing up for the Ride for Joy event. We would love to get some local businesses to donate some cool packages to our silent auction to help raise money to keep our therapeutic riding programs going. If you are interested in donating visit our website or email [email protected] for more details.


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Twitter Post 2 140 characters Hi Everyone in the greater Seattle area! Little Bit Riding Center is gearing up for the annual Ride for Joy event and we are seeking out some outgoing volunteers to help out on the event day. If this sounds like something you are interested in, visit littlebit.org and sign up. The Ride for Joy event will be held at our Redmond, WA location on July 15th!

PART 7: OPINION PIECEIn the spirit of the discussion forums you have participated in throughout the course, craft a blog post (or call it an op-ed) from a personal perspective on why you are passionate about this cause, nonprofit organization or movement. Make it meaningful in overall content + include at least one photo + link(s) to related articles, websites or other references. 200-500 words.

Ride for JoyLittle Bit Riding Center

I am pretty active with volunteering in my community and I have been looking to offer my help to some new organizations and came across the Little Bit therapeutic Riding Center by searching local non-profits in my area. This such a unique opportunity to work with individuals of all ages to help them gain motor skills, leaderships skills and take in an education that will help people with disabilities live better, happier and healthy lives. If you live in the Seattle area and have been looking to volunteer then I suggest you look into the Little Bit organization by visiting their site http://littlebit.org/home.html, it is an amazing organization to lend your time to.

Margaret Dunlap founded the Little Bit Therapeutic riding organization in 1976. She had Multiple Sclerosis and found that by riding a horse it slowed her disease from advancing. The program started with only one horse and five riders. Now Little Bit is one of the largest nationally accredited PATH (Professional Association of Therapeutic Horsemanship) centers in the United States.

Little Bit offers different educational courses and an Adaptive Riding Hippotherapy program. Right now, Little Bit hosts 235 adult and child riders with disabilities each week. The center currently has 22 horses and more than 350 volunteers offering help. The horse's soothing rhythm, strength, warmth, and three-dimensional movement pattern provides the riders with a healthy exercise, improving circulation, and muscle tone. The discipline associated with working with horses and the social interactions between peers benefit the mind and spirit while raising self-esteem and increasing riders self-sufficiency helping them gain a sense of accomplishment.


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PART 8: ONLINE ADAudienceLocations List of locations you would want

the ad to appear on select audience profiles and searches

Seattle, WA Redmond, WA Bellevue, WA Kirkland, WA Issaquah, WA Renton, WA Fall City, WA

Age [i.e. 18-21, 25-30, 35-40 or you can list multiple]

16- 60 years of age

Gender [i.e. male, female, all] All genders

Interests List 3 common hobbies or interests your audience would possess [i.e. 5k runs, philanthropy, volunteering, tri-athalons, fundraising, yoga, Zumba, working out]

Horseback riding volunteeringfundraisingPet LoversExperience caring for individuals with disabilitiesPhilanthropy

Marital Status [i.e. married, single, dating, engaged, in a relationship, divorced, etc.]

All Statuses

Job Status [student, employed full time, employed part time, volunteer, etc.]

Student, employees fulltime, employees part time, volunteer, retired, and available during days and weekends

Education Level

[high school, some college, college graduate, post-secondary, doctorate]

All education levels high school and above

Facebook Ad

[insert photo][Headline – 25 characters max]Little Bit's Ride for Joy Event

[Promo Text including Call to Action – 90 characters max]Event Details:

Date: Sunday, April 19thSpecial Guest Russell Wilson from the Seattle Seahawks

10:30am Horse show and Rider expo12:30pm Lunch and silent auction

Tickets: $25 per adults$10 per child

Proceeds from the event go to the maintenance of the Little Bit riding center and to our riding programs.


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PART 9: HTML EMAILCreate a mock up of an html for your campaign. Your email audience is friends, family and colleagues and the call to action should match up with your overall campaign goals (awareness, volunteers, attending event, etc.)

Required Elements Other Notes Headline (subheadline is optional) Body copy Photo and/or logo Contact information Call to action

Maintain consistency in brand for logo, fonts and color scheme

Create your mock up using Photoshop, InDesign or other program

Incorporate core messaging you established in earlier sections as part

PART 10: SUMMARY & CONCLUSIONSThe format for this section is your choice – bullets, dialogue, a table – whatever works best with how you want to organize your thoughts. Hey – have fun with it – put it in a Prezi! Whatever your choice – just be sure to cover the topics/questions below.

What I thought I knew – why this cause, organization, movement mattered to meI chose this nonprofit because I am active with volunteering in my community and if I was not in school this summer I considered volunteering with The Little Bit Org. I think what the Little Bit Riding center is doing to help disabled individuals gain skills and enjoy their lives is fantastic. It is defiantly something I will volunteer for once I am done with school.

What I sought to find outI wanted to find out more information on studies regarding therapeutic riding and how it has been


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proven to help people with disabilities. It would have been nice if the site had a rider bio story and talked about how the program changed one person's outcome.

What I found outI found out from the Little Bit site that they have over 200 riders taking advantage of their programs. I was surprised and pleased to see that they are making that big an impact in my local community.

What I learned that I didn’t know beforeI didn't know that PATH International, which is the Professional Association of Therapeutic Horsemanship, offers riding programs for handicapped individuals. I thought it was interesting to see that this method is being used in other cultures and overseas.

What I want to know more about knowing what I know nowI learned a lot about the programs at Little Bit and their target audience, but I want to know more about the horses. How are they acquired? How are they treated on a daily basis?

COMPONENTS - fioridivita.files.wordpress.com · Web viewQuestionnaire. Brand platform. Key terms and phrases Core facts about cause. Campaign objectives and desired outcomes. 5W’s.

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