January 21, 2011
FORTUNE THEATRE
Otago + Southland’s professional theatre
MARKETING AND COMMUNICATIONS MANAGER
The Fortune Theatre is the only professional theatre in Dunedin. We are entering an exciting new stage of our long and distinguished history.
Following the recent appointments of a new Artistic Director and General Manager we are seeking an energetic and highly motivated marketing professional who will share our vision of the theatre and communicate this to our key stakeholders and audiences. He/she will work closely with the Artistic Director, General Manager and the Fortune Theatre staff.
The Marketing and Communications Manager is responsible for the theatre’s promotional campaigns, including, but not limited to, managing the design, print and distribution of all communication materials, advertising and public relations, managing the theatre’s customer database, website and social media presence and will be key contact between the theatre and the local education sector.
The successful candidate will be enthusiastic, methodical, focused and tenacious, with an attention to detail, creative and inquisitive, flexible and willing to take on a wide range of tasks. This person will hold a relevant tertiary qualification and have proven experience in a marketing/sponsorship or similar role. A full driving licence is also a requirement of this role.
To request a copy of the position description and selection criteria; and to apply to for this role, please contact the Jeremy Smith, General Manager, Fortune Theatre on T: 03 477 0473 or E: manager@fortunetheatre.co.nz. The salary for this position will be negotiated with the successful candidate.
Your application should include a cover letter, a claim for the position addressing the selection criteria, a recent CV including three referees and evidence of qualifications.
Applications close: 5pm on Monday, 7 February 2011.
JOB DESCRIPTION
Job Title: Marketing and Communications Manager
Reports to: General Manager
Works closely with: General Manager and Artistic Director
Works with: All Fortune Theatre staff and external stakeholders
Position approved date: January 2011
Position Purpose
To devise, implement and evaluate marketing, communication and sponsorship strategies that will enable the Fortune Theatre to fulfil its marketing and audience development targets and to support the artistic and financial objectives.
The position holds the responsibility of the management of key theatre contacts and will work closely with the Theatre Management team.
Key Responsibilities
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Key Tasks
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Measurements
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Marketing
Development of the marketing strategy including research, objectives and measurements.
Delivery of a marketing plan, which effectively fulfils the objectives of the marketing strategy as agreed with the General Manager and board members.
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Measure and evaluate the effectiveness of each specific area of the marketing plan including:
§ Response rate of each element of the plan
§ Audience retention and growth
§ Increased profitability
§ Increased revenue
§ Patron satisfaction and awareness
Develop measurements to derive learning that will guide future marketing decisions and investment
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Advertising, Promotion & Media Relations
Research, identify, implement and manage activities which effectively fulfil the marketing plan and promotional objectives of the theatre as agreed with the General Manager
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Measurement and evaluation of each campaign relative to the targets set
Recognition of the theatre’s productions to the wider community.
Ticket sales
Audience development and awareness
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Sponsorship Management
With the General Manager, develop, maintain and manage all sponsorship and business partners in line with contractual obligations.
Develop an internal communications strategy that informs and educates staff of the relationship with sponsors and business partners. Provide staff opportunities to access sponsors for each theatre production.
Manage sponsor and theatre brands on all promotional materials
Event Management and Hosting sponsor’s events at the theatre
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Awareness and recognition of the sponsor from within the target audience for the productions
Relationship with the sponsor and feedback from sponsor/business partner, management and staff with regard to the sponsorship/business partnership.
Consistent application of sponsor’s brand across the relevant production
Measurement and evaluation of publicity and effective communication
Feedback from staff and sponsors
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External communications
Develop effective and consistent communication tools which convey the theatre’s media relations/communications plan as agreed with the General Manager and board members.
Develop communication tools which effectively enhance the theatre’s productions
Create and manage the theatre’s newsletter to Members of the theatre
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Audience awareness monitoring
Ticket sales as a result of effective newsletters
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Financial Management
Manage all expenditure against budget and report to the General Manager and the board of Trustees on a monthly basis
Manage relationships with all key suppliers, including designers, printers, press agencies to balance the cost and quality.
Actively seek cost efficiencies through the management of key suppliers
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Expenditure against budget
Identify cost savings against the marketing budget.
Relationship with suppliers to the Fortune Theatre.
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Website
Identify and manage the theatre’s website including updates of all productions and information
Develop measurement system to analyse the site’s usage.
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Measurement and evaluation against like websites and report on on-line ticketing
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External Stakeholders
Develop, maintain and manage the partnerships with the theatre’s external stakeholders
Develop and maintain the theatre’s relationships and programs within the local education sector.
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Partnership is managed in line with the theatre’s contractual obligations with the stakeholder
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SECONDARY RESPONSIBILITIES
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Preparation of monthly/quarterly reporting including data insertion and summary updates
Train and learn to a high level of proficiency the theatre’s ticketing system PatronBase.
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Accuracy and timeliness of all documents
Feedback from patrons/staff
Accuracy of reports from PatronBase
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PERSON SPECIFICATION
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ESSENTIAL
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DESIRABLE
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Relevant tertiary qualifications
Experience in marketing planning, business planning and project management
Experienced in evaluating campaigns and identifying key learnings
Successful track record in delivering multi channel integrated strategic marketing campaigns using a broad range of marketing channels, from print to electronic media
Familiar with web and new media and demonstrable understanding of how they can bring benefit to a not for profit charitable organisation
Experienced in sponsorship, stakeholder management and fundraising in a not for profit organisation
Flexible and able to quickly adapt to new situations
Able to create and deliver compelling presentations to communicate ideas and strategies to internal colleagues
Experience of using Microsoft office packages
Ability to work under pressure and to strict deadlines
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Passion for/ strong interest in the theatre
Understanding of marketing and ticketing systems and databases
Experience in commissioning and applying market research
Understanding of digital media and its potential to reach new audiences
Experience of marketing and promotion of Friends or Membership schemes
Experience of brand and profile development and management
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Personal Qualities
Enthusiasm, methodical, focused/tenacious, attention to detail, creative, challenging and inquisitive, flexible/willing to take on a wide range of tasks.
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