ZB Group

Corporate Training Company

THI New Logo.jfif

Background

The Horse Institute, headquartered in New York’s beautiful Hudson Valley, is an innovative executive coaching, leadership training and team building company that combines coaching tools with on-the-ground exercises with horses. The co-founders, Marie-Claude and Larry Stockl, their team and Herd, help transform workplace performance. We created and implemented a media relations program to support their marketing efforts. We crafted press materials and story angles to motivate journalists to interview the co-founders and invited them to visit during a scheduled training session.

Results

Millions of people learned about The Horse Institute as a result of our work.

The New York Times Harry Hurt III, the “Executive Pursuits” columnist, participated in an on-site training workshop and interviewed the Stockls. As a result, this large story with photos ran in print and online featuring The Horse Institute.

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NPR Soon after The New York Times story ran, Jim Zarroli, a reporter for NPR’s “All Things Considered,” visited The Horse Institute and interviewed the Stockls. His story aired on NPR stations across the country.

WCBS Radio Ray Hoffman, the host of “CEO Radio,” interviewed Marie-Claude Stockl at their flagship station in New York City. The interview, condensed into 10 different segments, aired over the course of 10 consecutive days.

TV Tokyo A crew from one of Japan’s television networks, visited The Horse Institute and interviewed the Stockls during a training workshop. The story aired on “News Morning Satellite” and on “World Business Satellite.”