Baker Public Relations has been overseeing the social media management, marketing and media relations for the Agriculture & New York State Horse Breeding Development Fund since 2017. The Fund is a public benefit corporation established in 1965 by the Laverne Law (Laws of New York, Chapter 567 of the Laws of 1965). The mission of the fund is to promote agriculture through the breeding of Standardbred horses and the conduct of equine research within the state. To carry out its legislative mission, the Fund administers the New York Sire Stakes races, Excelsior/State Fair Series races, and County Fair Races.
As their marketing partner, Baker Public Relations has been successful in promoting the mission of the fund to current harness racing enthusiasts and industry people as well as new audiences with a goal of connecting with future, potential horse owners. Successful tactics to reach these audiences have included social media execution, video production as well as media relations outreach.
Editorial calendars are drafted on behalf of the Fund promoting racing schedules, results, stallion directories, new owner seminars, horseman and horse profiles, economic impact statistics and other notable information coming out of the organization. Infographics and other high-impact graphics are created regularly to communicate key messages. Video is utilized for storying telling opportunities, highlighting prominent horseman, horses and other industry people. These engaging videos encourage sharing within the industry leading to thousands of views on the Fund’s marketing pieces.
Outreach to media on behalf of this client involves a combination of media pitches, media advisories and press releases highlighting news items coming out of the organization. Contributed articles are also drafted on behalf of the Fund including profile pieces on prominent horseman for placement in harness racing trade publications. Notable placements to date include but are not limited to Harness Racing Link, USTA News, harnessracing.com, Hudson Valley Magazine, Spectrum News, Saratogian, The Daily News, The Batavian, Standardbred Canada, NY Sports Day, The Herald Record, Daily Racing Form and more.