The Stockhands Project – Telling the Story of Equine Impact
Tucked away in Delaware, Ohio, Stockhands Horses for Healing transforms lives through the gentle power of equine therapeutic services. Each week, over 450 participants including Veterans battling PTSD, First Responders processing trauma, children with autism, find healing through horse interactions. With demand soaring and 140+ on the waitlist, Stockhands is now racing to build a second arena.
Summary
Across four advanced public relations courses – Public Relations Research, Public Relations Strategy and Planning, Content Development, and Advanced Public Relations Content Development; student teams collaborated with Stockhands under the guidance of Professor Andrew Porter and Professor Gillian Smith to build integrated communications systems that support both earned and owned media visibility and donor engagement.
Deliverables
Phase 1: Research (Digging deep)
- Identified and prioritized key stakeholders: donors, community partners, and media outlets
- Mapped untapped corporate partnerships with L Brands, Nationwide, and other potential supporters
- Conducted a comprehensive SWOT analysis and benchmarked against peer organizations
- Uncovered compelling storytelling angles centered on veterans’ experiences and transformative cases like Kenzie’s
Phase 2: Strategy & Planning (Building the blueprint)
- Crafted three strategic messaging pillars: Transformation Through Therapy, Strength in Community, and Growing for the Future
- Designed campaign concepts including “I Am Stockhands” identity initiative and “Adopt a Horse” donor program
- Developed “Day in the Life” content mockups to showcase real impact
- Created PESO model implementation strategy across Facebook, Instagram, TikTok, and YouTube
Phase 3: Content Creation (Crafting stories that stick)
- Produced engaging bios and video scripts featuring Stockhands’ star horse Athena
- Transformed Kenzie’s story into a template for powerful participant narratives
- Designed modular social content for Facebook, Instagram, and LinkedIn
- Created donor communication templates that forge emotional connections to the cause
- Outlined pitch decks for targeted media outreach campaigns
Phase 4: Media Activation (Taking the reins)
- Refined media pitches for autism and veterans-focused outlets
- Developed strategic tie-ins with awareness months and key events
- Created comprehensive media kits and influencer outreach strategies
- Secured media placements for the Heroes Ball fundraising gala (April 26th)
- Produced promotional content ideas to drive attendance and sponsorships for the gala
- Designed sustainable templates for long-term donor communications
Phase 5: Sustained Engagement (Ongoing impact - in progress)
- Creating additional engaging social media content across platforms
- Enhancing community engagement initiatives to build stronger supporter relationships
- Placing strategic stories about the Heroes Ball in earned media channels
- Developing Autism Awareness Month content for maximum visibility
- Ensuring Stockhands maintains momentum beyond the initial campaign launch
Student Testimonial
“Working with Stockhands was an experience of such richness, they are a client as gracious and appreciative as possible, and whose mission makes every effort worthwhile. Working with the media relations team, I was able to write media lists, draft thoughtful pitches and press releases, and assist in creating messaging for a sensitive yet powerful cause. It taught me the delicate art of balancing empathy and impact in strategic communication.”