Abstract:
Special needs children struggle to develop both physically and mentally, as normal tasks are significantly more challenging, if not impossible to complete independently. Therapeutic riding is an outlet that offers students the chance to move faster, complete challenges and engage in physically and mentally stimulating activities. East Central Indiana Therapeutic Riding, Inc. (ECITRI) provides an outlet for special needs children. However they struggle to maintain operations due to a lack of public awareness. I developed a thesis to help ECITRI rebuild their brand and increase awareness. This thesis containes a strategic plan filled with ideas and opportunities to engage various publics including families with special needs children, volunteers and schools. In addition, the media contact list and elementary school contact list can help ECITRI build relationships and network with media outlets and the education community in Muncie. This project concludes with a press release for the organization regarding their annual Sk fundraiser, a Heels for Hooves Sk. These three pieces will help ECITRI build stronger relationships with the community and increase their public awareness.
