Immediate Supervisor: Associate Director of Communications and Marketing, works closely with: Director of Communications and Digital Strategy

Classification: Non Exempt

Basic Function: Leads the creation and implementation of the organization's social media strategy. Assists with creation and implementation of advertising, direct marketing, e-marketing and promotional campaigns related to the theatre, historic site, education and development. Assists with soliciting media and businesses for sponsorship, cross-promotion and trade agreements.

Principal Responsibilities:

Advertising

  • With Director of Communications and Digital Strategy and Associate Director of Communications and Marketing, assist with creation of advertising campaigns and strategies
  • Write copy for ads (print, radio, television, digital) and other promotional material
  • Purchase advertising (print, radio, television and digital)
  • Assist with updating internal ad schedule with correct deadlines and specs

Promotions

  • Solicit media partners
  • Solicit cross-promotion partners (such as museums and cultural peers)
  • Work with Group Sales Manager and Development staff to identify and develop restaurant partners.
  • With Programming staff, assist in planning and executing audience engagement events (including Generation Abe nights and artist Meet and Mingle events)

Direct Mail and E-Marketing

  • Serve as a Tessitura Super User, staying up-to-date with the database’s marketing functionality and how it can best be used to target marketing campaigns
  • Assist with pulling internal database lists for direct mail, digital and email campaigns
  • Negotiate external list trade agreements for direct mail

Social Media

  • Create, maintain, monitor and analyze the organization’s social media content calendar and strategies, serving as primary lead on Facebook, Twitter and Instagram
  • Report metrics, key performance indicators and tracking reports for social media initiatives
  • Write original social media copy that engages fans around historic site content, communicates donor impact/benefits, raises profile of education programming and drives ticket sales
  • Develop and plan social influencer outreach efforts, including TweetUps and Instameets
  • Serve as Social Media Committee chairperson, developing monthly editorial calendar with cross-departmental Social Media Committee and with education department liaison for @FordsEdu Twitter handle
  • Oversee and manage Social Media Ambassadors program
  • Assist Education department with management of @FordsEdu Twitter handle
  • Evaluate potential new social media platforms and make recommendations as to how they may or may not fit in with institutional priorities
  • Monitor online feedback, drafting responses, when necessary or appropriate, to reviews and comments on Facebook, Twitter, Instagram, Google Business, TripAdvisor, Yelp, etc.
  • Recommend and implement strategies for achieving Website Content Accessibility Standards in social media content

Other

  • Track ROI for direct mail, advertising and e-marketing campaigns
  • Create patron feedback surveys and coordinate survey links with visitor services staff; serve as Marketing liaison to Audience Survey Team
  • Assist with building patron information into Tessitura database
  • Other duties as assigned

Qualifications:

Education and Experience:

Demonstrated success in online content development and social media management. Experience in a communications, marketing, public relations, or journalism environment or related educational experience.

Knowledge, Skills and Abilities:

  • Ability to effectively communicate information and ideas in written and visual formats.
  • Working knowledge of Microsoft Office Suite
  • Exceptional communication and organizational skills.
  • Ability to manage multiple projects, priorities and deadlines.
  • Ability to work collaboratively, accept feedback and provide solutions
  • Experience using major social media platforms, including Twitter, Facebook and Instagram.
  • Knowledge of social media analytics, algorithms and management tools such as TweetDeck or Hootsuite.
  • Knowledge of Google Analytics is a plus.
  • Passion for history or the performing arts a plus.
  • Experience in media buying, promotions and ticketing databases is a plus.

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