Job Description
Marketing and Audience Development Manager
At Stanford Lively Arts, our mission is to ignite and fuel a passion for the arts through innovative live performances and engagement programs on the Stanford University campus. The Marketing and Audience Development Manager will be integral to moving this vibrant, growing program toward its vision of supporting excellent artistic collaborations within our community.
POSITION SUMMARY:
The Marketing and Audience
Development Manager, under the direction of the Director of
Communications and Marketing, is responsible for planning and executing
multi-faceted marketing campaigns to develop and attract audience
members to Lively Arts’ events and ensure ticket sales and attendance
goals are met or exceeded. A key dimension of this position includes the
development and implementation of student-directed event/ticket
marketing within the Stanford campus community in collaboration with
colleagues within other areas of the university, including the Stanford
Institute for Creativity in the Arts. The Manager is also a key point of
contact for patron services, including coordination of efforts with
Stanford Ticket Office and Lively Arts development staff. The Manager
will also research and secure cash and in-kind media sponsorships to
support Lively Arts programs.
PRIMARY RESPONSIBILITIES:
Marketing
Campaign Design, Implementation and Analysis (50%)
With oversight from the Director of
Communications and Marketing, research, plan, and execute strategic
marketing campaigns, which may include direct mail, advertising,
e-commerce/online marketing, outdoor display, special events and
promotions, telemarketing, and other promotional and grassroots outreach
tactics. Specific duties include the following:
• Conceptualize and implement various direct mail
campaigns—often-complex mailings with multiple segments—for season
subscription sales and for sales of tickets to individual
performances.
• Identify and implement creative and effective
e-commerce and online promotions to reach potential audiences,
maximizing opportunities for promotions in new media
• Collaborate on creation and production of Lively Arts promotional
collateral (e.g., brochures, postcards), advertisements, and other
materials, ensuring content and design is compatible with marketing and
sales goals. Project management in this regard includes working with
Graphic Designer, copywriters, and other Lively Arts staff and/or
contractors on design; securing bids from mail houses and/or printers;
and tracking projects through all stages of the creation, reviewing and
proofreading, production, delivery, and mailing processes
• In collaboration with Director of Communications & Marketing, design, implement, and grow a robust group sales program.
• Manage and track mailing list exchanges and/or buys with other organizations.
• Plan and execute successful advertising campaigns for print, online, outdoor, radio, and television media.
• Develop media plans and coordinate all media buys, and manage $150k+ advertising budget
• Collaborate with Public Relations Manager and other department staff in the creation of email newsletters.
• Coordinate various ticket promotions to increase ticket sales as needed.
• Distribute and keep promotional materials—brochures, flyers, posters, etc.—stocked and current for display at the Stanford Ticket Office, Lively Arts performances, and various campus and community outlets
• Manage marketing production schedule and oversee relationship with outside freelance designer(s), including: outsourcing work, communicating design changes, and ensuring design quality.
• Measure and track effectiveness of all campaign efforts via Tessitura and other tools.
• Monitor new trends and technologies in the fields of marketing and audience development and, in collaboration with Director of Communications and Marketing, brainstorm new approaches and update best practices for marketing, audience development, and patron services.
Audience Development/Outreach (25%)
Strategize and project-manage targeted outreach campaigns to attract
and cultivate new audiences and increase attendance for Lively Arts
performances, campus engagement, and arts education programs. Specific
duties include the following:
• Research, identify, and cultivate new audiences for Stanford Lively Arts.
• Create and implement outreach plans to target specific audiences, including Stanford students, alumni and faculty/staff, arts enthusiasts with an emphasis on enthusiasts of dance, jazz, and new music, as well as community organizations, senior centers, area schools and youth programs, and others.
• Use the Tessitura ticketing/database system in targeting, implementing, tracking, and reporting on marketing outreach efforts and sales promotions, and work across departments to increase Tessitura use throughout Lively Arts.
• Staff and/or plan special events and/or promotions on campus and in the community to reach target audiences.
Inter-departmental and Administrative Work (25%)
Collaborate with Lively Arts staff across multiple departments in general operations and special projects designed to further organizational goals and enhance organizational relationships with a wide range of stakeholders (e.g., subscribers/ticket-buyers, donors, students, faculty, staff, visiting artists). Specific duties include the following:
• Serve as key point of contact for patron services, including coordination of efforts with Stanford Ticket Office and Lively Arts development staff. Duties include oversight of Ticket Office’s responses to customer/donor queries and complaints; communication of issues and information between Ticket Office and Director of Communications and Marketing and other Lively Arts staff; use of Tessitura patron management software in collaboration with Ticket Office to maximize sales and customer satisfaction.
• Develop customer service protocols and standards so that the patron, ticketing, and performance experiences are consistent with the image and quality standards of Lively Arts. Ensure protocols are communicated and implanted among all Lively Arts team members.
• With Director of Communications and Marketing, oversee coordination of front of house/volunteer communications, including but not limited to usher manual, quarterly newsletters, and recruitment packages.
• In collaboration with the Corporate Giving Officer and Director of Communications and Marketing, research and secure media and marketing sponsorships that provide cash and/or in-kind support of the organization’s efforts. Track and deliver in-kind contributions as negotiated.
• Work with Lively Arts development staff to design initiatives and communications that draw on and promote the role of Lively Arts constituents as ticket-buyers and donors, maximizing participation by and service to these key stakeholders (both on and off campus).
QUALIFICATIONS:
• Four or more years of professional experience in marketing and audience development. Experience working in the performing arts and/or non-profit sectors is highly desired
• College degree or equivalent in the arts or arts administration, marketing, communications, or a related field.
• Proven success in conceptualizing and coordinating marketing campaigns, including direct mail, online promotions, market segmentation, and strategic, targeted outreach efforts
• Deep and long-standing passion for, knowledge of, and commitment to the performing arts—as practitioner and/or patron—are strongly desired. Demonstrated experience with and interest in new and experimental art forms and/or educational/engagement–related programming are especially desired.
• Ability to effectively negotiate contracts with a variety of vendors and media outlets
• Budget-consciousness; ability to investigate creative marketing solutions on a tight budget and carefully track spending
• Keen understating of advertising and media planning and buying
• Technologically savvy, with knowledge of Internet marketing and e-commerce. Knowledge of Web 2.0 concepts and social networking sites preferred.
• Ability to work as part of dynamic team that values brainstorming and creative input, coupled with ability to work independently, take initiative, and demonstrate leadership as appropriate
• Detail-oriented, with strong project management skills and exceptional organizational abilities. Must be able to effectively manage multiple projects (both short- and long-term) and meet tight, often competing deadlines
• Judgment and decision-making skills and ability to problem-solve and develop contingency plans as needed
• Excellent interpersonal and verbal communication skills and the ability to deal with a variety of personalities with tact and diplomacy; customer service experience is preferred.
• Thorough command of the English language and grammar rules and excellent writing and proofreading skills
• Experience managing staff and volunteers
• Ability to be largely self-sufficient in managing and/or overseeing administrative needs, including but not limited to processing invoices, copying and/or distribution of marketing materials (e.g., posters, flyers, and brochures), tracking ad placements and marketing-related expenses, filing, and other administrative duties as needed.
• Energy, ability, and willingness to work evening and weekend hours and share Lively Arts performance staffing responsibilities as needed
• Excellent computer skills are required. Candidates should be proficient with Microsoft Office (Word, Excel, and PowerPoint), email programs, and Internet browsers. Working knowledge of relational database applications such as Tessitura (Lively Arts’ primary database), FileMaker Pro, Sequel, or Access is highly desired, as is experience with Dreamweaver, Adobe Photoshop, and Adobe In-Design
ABOUT STANFORD LIVELY ARTS
Stanford Lively Arts, now entering its 38th anniversary season at Stanford University, annually brings to the Peninsula a full season of classical and world music, dance, stage, and spoken word by world-famous artists as well as astounding newcomers. Lively Arts fosters artistic growth through world premieres, unique collaborations, and commissions to create new works. Its engagement and community programs provide intimate opportunities for dialogue and interaction between artists and arts lovers of all ages, many of which are free and open to the public.
Job Classification
This is a Public Relations Officer position (3P2)
Application Requirements
To apply, please submit a plain text cover letter and resume via the Stanford jobs Web site.
Stanford University is an equal opportunity employer and does not discriminate on the basis of race, color, religion, sex, age, national origin, veteran status, physical or mental disability, or sexual orientation.