Marketing and Communications Planning, Strategy, and Budgetary Management
Planning and Strategy: Serve as chief planner and strategist for external marketing, public relations, and branding initiatives. Develop plans to advertise and promote performances and organization, seeking to maximize attendance and engagement while implementing audience diversification strategy. Leverages a deep understanding of digital advertising to develop robust digital strategy for marketing and advertising UFPA performances.
Development, Implementation of Marketing and Communications Plan
Develops the concepts, vision, parameters, and message for the UFPA performance 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 and timing for campaigns (CPC, social media, print, radio, television, email marketing, etc.). Direct the design of all print marketing materials including newspaper ads, program books, window displays, posters/signage and other printed materials. Direct and/or create radio and television advertising by writing scripts and directing production.
Acts as the primary project manager within the marketing team. Maintains and utilizes project management software to efficiently execute advertising plans, web development projects, graphic design projects, and all other marketing initiatives within the functions of the marketing team.
Media Relations and Promotion
Negotiate annual advertising and trade relationships with print, radio, television, and digital media outlets. Serve as liaison for vendor requests for artist interviews, promotion and press, and night of show interactions. Direct website and electronic communications initiatives, direct and develop content, plan, and manage workflow and implement updates as needed.
Provide content, writing, and art direction and support for communications for fundraising efforts, as well as technical operations, box office/ticketing promotions, and administrative initiatives.
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 ad 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 inter marketing/promotion (website, in-house signage and media calendars) for rental events, as needed. 10%
Oversee and manage other positions within the marketing area including Graphic Designer, Marketing Communications Specialist, off-site website designer, and student interns and volunteers. 10%
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.