Marketing Officer. Job Description

Transcription

1 Marketing Officer Job Description Edinburgh Printmakers Marketing Officer operates within a small team of programming, creative production, education, retail, fundraising and administration staff. They are responsible for managing all of the channels through which all the organisational outputs are communicated to audiences, participants, stakeholders, funders, sector specific audiences and the wider communities we serve. This requires effective marketing strategy. They manage internal communications, enabling staff, Members of the organisation and Board members to stay connected to the breadth of activities and news generated. They oversee company wide brand identity, ensuring visual consistency across all communications outputs. They manage external communications, developing innovative information outlets that are engaging and creative, accessible to a broad and diverse, ever expanding audience base. They need to be highly competent with new technologies to produce digital content for multiple platforms as well as experienced in production of hard copy materials, highly organised to manage a demanding communications schedule, highly knowledgeable about the visual arts and eager to learn and work with expert colleagues to deliver the detailed specialist messages that engage our audiences in contemporary printmaking practice. The ability to prepare informative, accurate yet creative copy is an essential skill for this position. The Marketing Officer keeps abreast of audience feedback and peer/press reviews to feedback to the wider team and actively contributes to the ongoing quality development of Edinburgh Printmakers services. Location: Edinburgh Printmakers, Union Street, and Bonnington Bond Offices, or alternative as required. Salary: Scale 21 - Gross annual salary 21,584 Pro-rata salary would be 15,417 based on 25hr week. Meal breaks not included. Work Pattern: Flexible working pattern will be considered (Core suggested hrs - Monday to Friday, 9.30am to 3pm (with 30 minutes unpaid lunch break) or Tue to Fri 10am to 5pm) Terms: 24 month fixed term contract, 3 month probation. 3 month notice period. Reports to: Programme Director

2 continued (2 of 5) Purpose: The Marketing Officer: Oversees the organisation s marketing campaigns both internally and externally and plays a key role in communicating the organisation s marketing message. Creates and develops new innovative ways to communicate the company message to new and existing customers. Prepares, plans and project manages the publication of all publicity material to maximise brand promotion. To manage effective internal and external communications in line with company wide strategies, values, targets. To increase participation at events, attendance to exhibitions, participation on education courses, and to support artwork sales development. To build company visibility, brand recognition and placement in local, national and international markets. Specific duties include - Strategic Planning: Contributing to the organisation s Marketing Plan. Implementing the Marketing Strategy. Printed publicity: Sourcing images and text from artists. Writing, proofing and laying out programme content for leaflets, brochures, flyers, catalogues etc. Managing design and print production, and strategies for targeted distribution. Assisting with researching, compiling, presenting exhibition information. Online: Designing, producing and uploading content and images to the website and other online channels (i.e. YouTube); copy, images, video, and audio. Updating website signposts and promotional boxes, systematic updates to website pages ensuring all content is up to date, accurate, consistent quality and accessible. Creating and sending fortnightly EP e-newsletters about exhibitions and associated events and opportunities, education programme, chatting to our communities, running competitions, responding to enquiries. Sourcing and writing content for news articles and blogs for the website. Looking after online campaigns and promotions. Developing and managing EP s social media profile on current and developing platforms. Working with web developers to improve our website and maximise SEO opportunities to improve EP rankings and visibility on the web. To project manage the development of any new digital initiatives across the organisation; working collaboratively with other team members to develop new web content or functionality. Press: Arrange and manage press viewings. Research, prepare, proof, and send out press releases promoting EP s activities. Manage listings for all of EP s activities. Be the first point of contact for press visitors, requests for images, tickets, interviews etc. Keep press contacts, niche marketing databases, press archive up to date. Maintain and develop media network contacts - nurturing relationships with art critics and press contacts.

3 continued (3 of 5) Interpretation: Document EP activities and manage content archive photography, filming, editing, dissemination of events and activities as required. Research and develop new interpretation tools in collaboration with other staff. Finance: Monitor marketing spend and support line manager in budget management for marketing activities. Monitoring: Evaluating the effectiveness of all marketing activity. Assist Programme and Studio Directors in preparing annual customer/member surveys. Record marketing and communications KPI s. Undertake audience research on marketing mix. Respond to analysis of monthly sales figures with promotions, competitions, targeted news stories and niche marketing. Reporting: Prepare a quarterly report on marketing communications performance for the Programme Director and CEO. Niche Marketing: Ensure relevant groups are informed of niche interest exhibitions and special events. Manage guest/vip lists for events. Co-ordinate group visits of niche interest groups in partnership with team/colleagues. Other Duties: Maintain up to the minute knowledge of company wide services, activities, events, projects and news to act as first point of contact for external communications enquiries. Plan, produce, present EP promotional materials at targeted public forum, representing EP as necessary. Attend industry and networking events, working to raise the profile of EP and acting as an ambassador for the organisation. Ensure a high level of customer care is exercised at all times Project manage or undertake any further duties as directed by line management. Administrative and events management support as required. Expected Performance Indicator Outputs for 2016/17 Include - Key targets to increase visibility in the media: Total column cm in the media 8,000 Number of appearances in hard copy press 20 Number of appearances in web 60 Number of images 20 Number of reviews 12 Number of highlights/features 40 Number of previews 12 Number of appearances in other media (duration of audio/video) 10 Key targets to increase the number of customers on the database: Total number of customer records 4,231 Number of customer address records 3,024 Number of customer address records 2,617

4 continued (4 of 5) Key targets to improve response to website: Total number of website hits 80,000 Number of new visitors 44,000 Number of returning visitors 36,000 Key targets to develop social media: New Facebook fans 700 New Twitter followers 225 New LinkedIn contacts 128 New Instagram followers Person Specification - The post will ideally be held by either a marketing, visual art or arts related subject graduate or someone with some experience in a similar position with a serious interest in contemporary visual arts practice. Essential Skills Impeccable written communication skills: strong copywriting skills (accurate, informative, creative, engaging, compelling). Confident verbal communication skills. Excellent attention to detail, including excellent proofreading skills. Design skills including graphics and web design. Excellent IT/computer skills including a proven ability to work with Adobe packages Good at working in a team. Proficient in Photoshop and InDesign, and Microsoft Office packages (Word and Excel). Hard working, able to work effectively under pressure and able to work outside normal office hours when required. Positive, flexible and adaptable attitude. A self-starter who is able to work on own initiative to respond to enquiries and solve problems. Essential Knowledge Knowledge and understanding of how the Internet is used as a marketing tool. Knowledge and understanding of social media and how it can be used to communicate effectively with audiences. Knowledge of Strategic marketing and communications. Knowledge of the visual arts industry and cultural sector. Experience of working in a marketing capacity. Desirable Skills and Experience Desirable IT skills: database management, content management system maintenance, customer relationship management database management, image archive management. Experience working for a gallery or arts organisation. Knowledge of contemporary visual arts practice. Experience of using a database driven contact management system. Experience of using a website content management system. Experience of working with website developers, and printers. Knowledge of the Data Protection Act. Member of Arts Marketing Association.

5 continued (5 of 5) Qualifications - Essential - English Language/Literature subject to Higher/Advanced Higher/A Level. Essential - Degree in related subject Marketing, Arts, English, or Humanities If no Degree in Marketing, must have Professional Development marketing specific qualification/or evidence of training.