final plan

CAMPAIGN BOOK

�Gabrielle Dorn � India Heady� � Sara Nash � Amanda Rosenberg � � Megan Stevens � Madeline Terrell �

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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 [email protected]

IMPLEMENTATION MATERIALS

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GANTT CHART TIMELINE

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http://www.theguardian.com/society/2012/feb/26/horses-therapists-stress-autism-addiction.

9. No author. "Ride On Therapeutic Horsemanship Annual Report." Ride On Therapeutic Horsemanship

Annual Report. Web.

10. http://www.rideon.org/annual_report.html

11. No author. “Hippotherapy and Therapeutic Horseback Riding.” Neurology Care. (2011). Retrieved from

12. http://www.neurologycare.net/hippotherapy-and-therapeutic-horseback-riding.html

13. No author. “Learn About Therapeutic Riding.” Path International FAQ. Retrieved from

14. http://www.pathintl.org/faq/27-resources/general/198-learn-about-therapeutic-riding

15. No author. "Equine Therapy for Children with Asperger's and Autism." Equine Therapy for Children

with Asperger's and Autism. Equine Therapy Animal Assisted Therapy, n.d. Web. http://www.equine-

therapy-programs.com/aspergers.html

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16. No author. "Equine Therapy for Disabled Children." Equine Therapy for Disabled Children. N.p., n.d.

Web. http://www.equine-therapy-programs.com/disabled.html

17. No author. "Donate." PALS Donate Comments. PALS Bloomington, 19 Mar. 2012.

Web. http://palstherapy.org/donate/

18. Tomaszweki, S., Jenkins, S., Keller, J. “An Evaluation of Therapeutic Horseback Riding Programs for

Adults with Physical Impairments.” Therapeutic Recreational Journal. (2001). Retrieved from ProQuest

Educational Journals pg. 250.

REFERENCES

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