CONTEXT
«Country» is the only center in Nizhny Novgorod dedicated to the rescue, aid, and rehabilitation of horses in the Nizhny Novgorod region.
Their primary activity is rescuing horses, providing rehabilitation and socialization, and finding new homes for those who can be adopted.
Why now?
«Кантри» находится на этапе развития и расширения своей деятельности.
In addition to rescuing and rehabilitating horses, the center plans to launch a kids' volunteer school and a website featuring online tours.This necessitates a unified communication system that can connect all of the center’s activities and clearly explain what «Country» is, what its values are, and how someone can participate in its work.
Issues
According to a Faunalytics study, 2019
With actual donations, specialized horse welfare organizations are less visible: in the same study, only 12% of participants donated to agricultural animal organizations, but this is a separate category not equivalent to horse welfare.
AROUND 30,000 RUBLES
The upkeep for one horse at «Country» costs approximately 30,000 rubles per month. According to this publication, the center primarily survives on voluntary donations, charity tours, private riding lessons, and photoshoots. Foster care also helps cover expenses.
GOAL
To form a clear and cohesive image of «Country» as a place where an individual gains an emotional experience connecting with animals while simultaneously becoming part of their rescue story.
TASKS
1 Clearly define the center’s positioning. 2 Translate the visitor’s emotional interest into action: a return visit, volunteering, mentorship, or donation. 3 Devise ways for emotional engagement with the audience. 4 Establish a foundation for the project’s future development.
TARGET AUDIENCE
WHAT IS IMPORTANT TO THE TARGET AUDIENCE
People visit the center for various reasons: to interact with horses, for family leisure, new experiences, to help animals, or simply to be in a tranquil natural environment. The unifying factor, however, is the opportunity to forge a personal connection with the animals and the place itself.
I want to be closer to horses and perhaps participate in their lives, but I lack the understanding of how I can do that and where to begin. Horses seem like beautiful yet distant animals, and the opportunity to meet them personally and become part of their story remains unclear to me.
BRAND RESPONSE
A person might come to «Country» simply for unique leisure or the desire to interact with horses. However, a personal connection with a specific animal is what can change their perspective on the center’s work.
Before the visit:
«I want to see horses and have some interesting time.»
After meeting them:
«I learned the story of this horse, understood what it went through, and now I want to know how it is doing.»
TRENDS
Transitioning from Single Visits to Experiences
People are increasingly seeking more than just a service or a photo opportunity—they want a memorable experience.Personalizing Narratives
Abstract messages about helping animals can be less compelling than the story of a specific animal.Educational and Conscious Leisure
Visiting the space can combine relaxation, knowledge acquisition, and the formation of a personal perspective on the subject.
MARKET OPPORTUNITY
Develop a horse introduction program where the emotional experience doesn’t end after the tour, but can evolve into a deeper understanding, regular participation, and a personal bond with a specific animal.
KEY PROMISE
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