1. Client: Little Bit Therapeutic Riding Center Date: 2-20-07
Project: Print & new media campaign
Job Number: 5 (option 1)
WHY ARE WE ADVERTISING?
While many people give to charitable causes, they’re met with an increasing number of charities to consider. Little
Bit is a relatively unknown group and wants to increase awareness as well as donations.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Familiarize people with Little Bit’s work and get them to consider a donation. Client will run one campaign of three
print ads, and has requested new media/guerilla marketing extensions.
WHO ARE WE TALKING TO?
Men & women, ages 30 – 55. Mostly married with kids. They already donate regularly, just not to Little Bit. We’re
not trying to divert their funds from other charities, but get them to add Little Bit to their donation list.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Little Bit gives children and adults with disabilities an incredible life experience they wouldn’t otherwise have.
WHAT ARE THE REASONS TO BELIEVE THIS?
Little Bit has been around for over 20 years. They’re established, local, and one of the few charities of their kind.
They treat 190 students every week (and operate six days a week).
MANDATORIES
Company name
THIS MIGHT HELP
Founded in 1976, Little Bit is a leader in the field of therapeutic horseback riding and the first nationally
accredited program of its kind in the Northwest. In 1992 Little Bit was selected from more than 500 therapeutic
riding centers in North America to receive the Delta Society's Model Program Award of Excellence for performing
outstanding service in bringing people and animals together.
Web site: www.littlebit.org
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