Sports Turf Managers Association



Strategy Development

Social Media


Brief: Turnkey a multiplatform communications program promoting the Sports Turf Managers Association (STMA) and its 2,600 members through non-endemic and endemic media outlets across North America.

Summary: Beginning in November 2013, Buffalo developed and implemented a public relations plan to meaningfully position STMA, its members and others sports turf themes “in the news.” Program tactics include:

  • Developing an “assets calendar” to leverage major sports events throughout the year by pitching the sports turf manager’s involvement in management and preparation of the playing surfaces
  • Conducting in-person and phone interviews with STMA members to glean story ideas from professional, collegiate, K-12, youth, parks and recreation, academic and commercial segments who manage baseball, football, lacrosse, soccer, softball, tennis and other outdoor sports surfaces
  • Packaging relevant story themes and pitching them via phone, e-mail and in-person to journalists working in the print, digital and broadcast media
  • Ghostwriting educational articles on behalf of STMA Board Members and placing these in trade and consumer media outlets
  • Crafting news releases on a variety of topics and distributing them to national, regional and local media outlets covering news, sports, business, lifestyle, environmental and other topics
  • Extending the lifestyle of publicity by sharing editorial coverage with STMA’s Twitter followers and Facebook fans, as well as creating a publicity highlights booklet

Results: Since launching the partnership, awareness of the STMA and the work of its members increased significantly. Highlight deliverables include:

  • Securing over 450 media placements in print, digital and broadcast outlets, including Atlanta Journal-Constitution, Bleacher Report, Boston Globe, BuzzFeed, CBS, Chicago Tribune, Denver Post, Detroit Free Press, ESPN,, FOX News, Indianapolis Star, Minneapolis Star Tribune, NBC, NPR, Sports Illustrated, The Globe & Mail, The Los Angeles Times, The Tennis Channel, USA Today, Washington Post and others
  • Arranging coverage for STMA member Michael Hopkins in Sports Illustrated’s “Faces in the Crowd” section, representing the first such sports turf inclusion in the magazine since the weekly column debuted in 1952
  • Submitting ghostwritten educational articles to outlets such as Athletic Turf,,, National Association of Sports Commissions, National Interscholastic Athletic Administrators Association, Parks & Rec Business,, Public Management, Recreation Management, SportsBusiness Journal, Sports Field Management, USA Today and others
  • Organically growing STMA’s Twitter following from less than 100 to nearly 3,200 and counting

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