Marketing and Communications Planning, Strategy, and Budgetary Management – Serves as chief planner and strategist for external public relations, ticket sales, marketing and branding initiatives. Develops plans to promote performances and organization, seeking to maximize attendance and engagement.
Implementation of Marketing and Communications Plan – Develops the concepts, vision, parameters and message for the UFPA season. Analyzes the market, competition, pricing, and product to decide how, when and who to target for each performance. Alters the plan throughout the year based upon ticket sales and budget status. Determines the most effective methods (print, radio, television, digital, e-messages, text messages, social media and promotions) and the timing of these messages to reach customers. Directs the design of newspaper ads, program books, window displays, posters/signage and other printed materials, directs and/or creates radio and television advertising, and arranges for interviews and promotional events.
Media Relations and Promotion – Negotiates annual advertising and trade relationships with print, radio, television, and electronic media outlets. Serves as liaison for vendor requests for artist interviews, promotion and press, and night of show interactions. Directs website and electronic communications initiatives, directs and develops content, plans and manages workflow and implements updates as needed.
Departmental Collaboration – Provides content, writing, and art direction and support for communications for fundraising efforts, as well as technical operations, box office/ticketing promotions, and administrative initiatives.
On Campus: Serves as primary departmental contact with University Relations office to promote across campus and follow university policies and regulations of communication. Off Campus: Manages external relations with community constituents. Serves as UFPA’s liaison to various organizations (i.e., Gainesville Area Chamber of Commerce, Rotary, the Gainesville chapter of Florida Public Relations Association and other organizations) as assigned. Works with facility renters approving marketing/promotional collateral and overseeing internal marketing/promotion (website, in-house signage and media calendars) for rental events, as needed.
Oversees and manages other positions within the marketing area including Graphic Designer, Marketing and Communications Specialist, off-site website designer, and student interns and volunteers.
Serves as a member of UFPA Management Team.
Website: Determines content, placement, functionality and elements necessary to improve user access to information, increase the number of hits and the amount of time spent on the site. Reviews and approves content.
Serves as the administrator of the UFPA Partners Program, coordinating ticket distribution, seeking new groups and reaching out to current participants to ensure UFPA’s presented programs have as broad and diverse reach as possible.