“If passion drives you, let reason hold the reins”. These stimulating words from Benjamin Franklin were all the motivational words that I needed to apply for an internship with Horse Racing Ireland. Such a position would provide me with the opportunity to combine my passion of the equine industry with my love for marketing. It would really be the cream of my studies as I neared completion of the NUIG MSc in Digital Marketing where my thesis topic was digital marketing versus traditional marketing in the thoroughbred breeding industry.
I grew up on our family-owned Stud, Tullaghansleek Stud, in
county Westmeath. All I have ever known since I opened my eyes are horses so I
am no newbie to the equine industry! I have always admired the power and
pedigree of the thoroughbred horse as I worked alongside my father Tim so, during
Transition Year I applied for work experience at Coolmore Stud and this
exposure enthused me even more about the racing sector. Attending my local racetrack,
Kilbeggan, every summer with my friends all though my primary and secondary
school days were always thrilling social days out.
Finding the opportunity to make an application for the Horse Racing
Ireland internship was very important to me, as I believed it would fill the
gap in my lack of knowledge of how race meetings happen from start to finish.
Combining such knowledge and experience with marketing skills through the
internship with Horse Racing Ireland not only made sense but also was an
absolute dream job to start my career with such a renowned international
organisation. I was delighted and appreciative when I was offered the position
as a marketing intern at Fairyhouse Racecourse and I was ecstatic to begin!
I could tell, from my introductory meet and greet at Horse Racing
Ireland Headquarters in Newbridge followed by a phenomenal tour around the
Irish National Stud, that working with Horse Racing Ireland would be an
exciting placement opportunity. I have been placed with a fantastic team at
Fairyhouse Racecourse and I knew from the word go that this was going to be an
exciting challenge and huge learning experience for me.
This
being my first real marketing job I was nervous to begin but the warm welcome I
received from Gillian Carey, Operations Manager and other staff members all
eased these feelings and made it easy for me to work as a member of this close-knit
and highly dedicated team. I was soon learning about all the various behind the
scenes aspects of a race day which I never knew before. As a future graduate of
the MSc Digital Marketing, I was keen to put the knowledge I had learned to
good use. Marketing and Sales Manager, David O’Connor quickly set me up as an
administrator on Fairyhouse’s different social media platforms i.e. Facebook, Twitter, Instagram and
Snapchat. Ever since, David has continued teaching me everything he knows about
social media marketing. In addition, I was also taught about website
maintenance, effective use of MailChimp, Digital Signage, and how to run online
promotional campaigns to promote sponsorship packages. Through continued encouragement
and support by the team, my creativity side has grown allowing me to produce
and apply my own ideas for the teams marketing strategies. Daily, I assist with
any customer queries either by phone or face to face with callers to the
office. This has really developed my communication skills. On the mornings of race
days, I help Administrator, Orla Aaron, to set up the various suites and the Bobbyjo
Bistro, which entertains a massive crowd. The real excitement starts when the
first race takes off. This is when my marketing adrenaline kicks in as I use the
social platforms to provide live coverage of the race and of the horses in the
parade ring both before the race begins and after in the winners enclosure. Further, it is part of
my responsibility to assist in ensuring that everything is running smoothly and
that good relationships with racegoers, owners and trainers are maintained.
The opportunities that have evolved from this internship
programme have been amazing. I, along with the other interns, have been
afforded the chance to further develop our knowledge of this complex and
interesting industry by working with Tote at the Galway Races Festival. Galway
Festival is one the biggest highlights of the year among avid racing fans like
myself and I look forward to it every year.
Looking to the future, I feel that this internship
will stand to me in good stead for whatever challenges I may face. The
racing industry is invaluable not only to the Irish economy but also to Irish
culture and heritage. It is with that in mind that I would like to thank Horse
Racing Ireland for providing me with a gateway into an industry that continues
to give me so much passion. I would really like to extend my gratitude to Peter
Roe, Gillian Carey, David O’Connor, Noel Fanning, and Gordon Reilly for giving
me this opportunity to join their team and for always being extremely kind and helpful
when needed. The invaluable experience I have gained from my time at Fairyhouse
will be a huge springboard into the world of marketing.
Finally, I would encourage everyone with an
interest in the marketing aspects of the horse racing industry to apply for
this programme. It will enable them to
grow their insight into the thoroughbred industry while also developing their
marketing skills. I will conclude as I started by reflecting
on more advice from the great Benjamin Franklin, “by failing to prepare you are
preparing to fail” – adherence to this concept is in my estimation why Fairyhouse
Racecourse is so successful.