The Vice President (VP) of Marketing is responsible for planning, supervising, administering and evaluating programs that meet or exceed attendance and ticket revenue goals for orchestra events and maximizing the visibility of the orchestra in the community.  The VP of Marketing will plan and manage all marketing activities, including but not limited to: public relations; advertising; season subscription and renewal campaigns; all ticket revenue and audience research.

 Marketing Management

• Develop, plan and execute overall marketing plan for the Symphony.  Looking at out of the ordinary ideas to market our product and support our mission.  

• Develop season subscription and renewal campaigns including direct mail and telemarketing.  Oversee the acquisition of prospect lists, production of campaign materials and work of outside contractors.  Monitor progress of campaigns and provide reports and analysis of results. 
• Create a program to convert first time Symphony attendees into subscribers.
• Develop the overall product strategy each season in collaboration with the General Manager and Music Director.
• Develop the overall pricing strategy for subscription and single series tickets that fulfill revenue/attendance goals.

• Develop the overall single ticket marketing campaign including design and placement of print and electronic advertising and special promotions for each concert in order to meet revenue targets.

• Drive industry leading digital advertising efforts including social networking, online marketing, web presence and other digital media.

• Oversee the development and production of all materials used to support the Symphony public relations events and marketing campaigns.

• Develop a program for communicating the Symphony’s plans and activities to the local, industry and national media including concerts, events and community programs. 

• Conduct audience and market research as needed; develop strategies based on survey analysis.

• Responsible for the day to day operations of the Marketing function including creative management, pricing, collateral and signage.

• Manage the publication of multiple editions of the season’s program book by working effectively with the operations and development departments.

• Manage creative requests for other departments including Development, Community and Operations to insure proper execution and adherence to brand standards.

Budget Planning

• Work with the Head of Finance and General Manager to establish appropriate goals for the subscription and single ticket campaigns and develop a plan for achieving those goals.

• Develop revenue and expense budgets for each event and campaign; monitor progress and adjust as necessary.

Other

• Manage Marketing Department team by providing guidance, priorities and mentoring in a positive manner.

• Work with the Development team in packaging and solicitation of sponsorships and in-kind support for various product lines and campaigns; ensure that media exposure and acknowledgement promised to donors takes place.

• Become proficient in Tessitura database and related productions in order to use data and segmentation for effective generating of revenue.

• Serve as Department representative for concert duty rotation.

• Stay up to date on marketing strategies and make recommendation to meet company objectives.

• Special projects as assigned.