Laguna Playhouse
Laguna Beach, CA
US
Strategic Planning and Program Development:
· Plan, direct, and implement a comprehensive, strategic, and results-oriented and cost-effective strategy that strengthens the Laguna Playhouse brand, retains and increases its strong customer base, and attracts new and diverse audiences.
· Lead campaigns for earned revenue via subscription sales, single ticket sales and educational offerings, to meet ticket revenue and attendance goals through the season.
· Serve as brand manager for all communications.
Education and Outreach
· Expand community awareness of all Laguna Playhouse programs and activities.
· Develop strategies to increase the Playhouse’s visibility and position in the field regionally, nationally, and internationally.
· Conduct market research as a tool for creating effective marketing strategies.
· Use audience development strategies to strengthen and cultivate the relationship with existing subscribers and to explore and target potential markets.
· Work in partnership with the Education and Outreach Department to help strengthen and expand education and outreach programming reach.
External Communications and Branding
· Serve as brand manager for all communications.
· Manage development of all printed and digital marketing materials for Mainstage season, special event shows, Development initiatives, Education and Outreach programs, etc.
· Oversee all Laguna Playhouse social media platforms.
· Oversee the creation of contact and updating of the Playhouse’s website in coordination with appropriate staff.
· Plan, supervise, and coordinate the production, preparation, and distribution of all promotional tools, including season brochures, newsletters, e-mail blasts, print and broadcast media ads, posters/flyers, press releases, etc.
· Approve all advertising copy and concepts, work with graphics team to set concepts for print ads, brochures, and other publications.
· Coordinate schedules of all direct mail activities of the Playhouse
· Identify public relations opportunities beyond securing show specific reviews. Oversee the creation and implementation of all external communications.
· Hire, manage and maintain close working relationships with Playhouse key external suppliers in any marketing agencies, design agencies, press consultants, advertising agencies and consultants, mailing houses, printers, media consultants, photographers, and videographers.
· Solicit and negotiate promotional relationships with media, retail, arts organizations, vendors, and others.
· Liaise with any external producers on all elements of campaigns. Approve all show descriptions, writing them as needed.
· Develop and manage the marketing budget.
Earned and Contributed Revenue
· Oversee, in partnership with other members of the senior management team, all aspects of forecasting, tracking and analysis of ticket sales.
· Create and monitor the Playhouse's single ticket campaign for all plays and advertising for the theatre's education programs.
· Build new strategies to drive return ticket sales in a fiscally responsible manner.
· Coordinate with outsourced telemarketing and the Ticketing Services Senior Manager to create and manage the annual subscription campaign for seven play Mainstage season and special Design Your Own packages.
· Analyze series and single ticket sales patterns and determine appropriate actions, including evaluating the effectiveness of all marketing strategies.
· Work in partnership with the Development Department to help achieve set goals and programming.
Physical Requirements
· This position involves sitting, standing, twisting, turning, and lifting up to 25 pounds.
To apply for this position, please send a cover letter and resume to Human Resources under the heading:
Director of Marketing Position Application
Cover letter must accompany resume submission.
$90,000.00 – $100,000.00 per year
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