Stanford Live is committed to sharing, celebrating, and advancing the art of live performance.
We unite acclaimed and emerging artists in music, dance and theater with the Stanford campus and Greater Bay Area communities in a broad range of experiences we have designed to engage the senses and emotions, stimulate minds, and enrich lives. We value: Artistic Vitality, Learning, and an Inclusive Community.
Stanford Live launched its inaugural season in January 2013 in Stanford University’s new Bing concert Hall, a state-of-the-art, intimate hall containing 840 seats in a “vineyard” format (seating sections that surround the stage). Bing Concert Hall will provide a nexus of campus and community and will transform the practice, study and experience of live performance on the Stanford campus and beyond.
Stanford Live will present approximately 40 annual performances, a season of concerts created by Stanford’s Department of Music, and significant outreach to students on campus and in the communities beyond Stanford. Bing Concert Hall will be a nexus of campus and community and will transform the practice, study, and experience of live performance on the Stanford campus.
POSITION SUMMARYThe Advertising and New Media Manager (ANM), under the direction of the Director of Marketing, Communications, and Patron Services (DMCP) is responsible for planning and executing multi-faceted marketing campaigns to develop and attract audience members to Stanford Live and Stanford Live sponsored events and ensure ticket sales and attendance goals are met or exceeded. A key dimension of this position includes the development and implementation of student-directed event/ticket marketing within the Stanford campus community in collaboration with colleagues within other areas of the university, including the Stanford Arts Institute and the Department of Music.
Primary Responsibilities:M
arketing Campaign Design, Implementation and Analysis (40%)With oversight from the DMCP, research, plan, and execute strategic marketing campaigns, which may include direct mail, advertising, e-commerce, online marketing, email, outdoor display, special events and promotions, telemarketing, and other promotional and grassroots outreach tactics. Specific duties include the following:
• Assist DMCP with implementing various direct mail campaigns—often-complex mailings with multiple segments—for season subscription sales and for single ticket on sales, as well as for tickets to individual performances.
• Manage marketing production schedule and oversee relationship with outside freelance designer(s), including: outsourcing work, communicating design changes, and ensuring design quality.
• Manage and track mailing list exchanges and/or buys with other organizations.
• Collaborate on creation and production of Lively Arts promotional collateral (e.g., brochures, postcards), advertisements, and other materials, ensuring content and design is compatible with marketing and sales goals. Project management in this regard includes working with Graphic Designer, copywriters, securing bids from mail houses and/or printers; and tracking projects through all stages of the creation, reviewing and proofreading, production, delivery, and mailing processes.
• Generate and implement marketing plans targeting Stanford students, track attendance and maintain reports on status.
• Plan and execute successful advertising campaigns for print, online, outdoor, radio, and television media.
• Develop media plans and coordinate all media buys, and carefully track and manage $150k+ advertising budget
• Collaborate with Public Relations Manager and other department staff in the creation of email newsletters.
• Coordinate various ticket promotions to increase ticket sales as needed.
• Distribute and keep promotional materials—brochures, flyers, posters, etc.—stocked and current for display at the Stanford Ticket Office, Bing Concert Hall, and various campus and community outlets.
• Measure and track effectiveness of all campaign efforts via Tessitura and other tools.
• Monitor new trends and technologies in the fields of marketing and audience development and, in collaboration with Director of Communications and Marketing, brainstorm new approaches and update best practices for marketing, audience development, websites, emails marketing, and internet advertising.
New Media (30%)• Continually monitor website to ensure optimal functionality, including but not limited to: all information is accurate and current; BUY buttons are converted to SOLD-OUT in an efficient manner; all events listing on the web, including DOM events are monitored and updated when changes occur; all events, whether for purchase or free, have a clear call to action for purchases or acquiring tickets; ensure language for e-commerce site is updated as needed for accuracy, clarity, and ease of customer use to increase online sales.
• Identify and implement creative and effective e-commerce and online promotions to reach potential audiences, maximizing opportunities for promotions in new media.
• Research and identify ways to use retargeting campaigns to reach new and existing customers, and track results to strategically place campaigns.
• Develop social media program and protocol for organization, across all relevant platforms, to attract more students and grow our social media presence, and to ensure campaigns mesh with marketing strategies.
• Develop a strategic e-marketing program that includes email newsletters, emails for promotional purposes, patron communications in advance of each concert, follow-up emails to thanks patrons and encourage future attendance, and surveying to gauge audience satisfaction.
• Oversee website effectiveness, track result from campaigns using google analytics, report back results, and offer strategies to increase traffic and conversion rates.
Audience Development/Outreach (20%)Strategize and project-manage targeted outreach campaigns to attract and cultivate new audiences and increase attendance for Stanford Live performances, campus engagement, and arts education programs. Specific duties include the following:
• Research, identify, and cultivate new audiences for Stanford Lively Arts.
• Create and implement outreach plans to target specific audiences, including Stanford students, alumni and faculty/staff, arts enthusiasts with an emphasis on enthusiasts of dance, jazz, and new music, as well as community organizations, senior centers, area schools and youth programs, and others.
• Use the Tessitura ticketing/database system in targeting, implementing, tracking, and reporting on marketing outreach efforts and sales promotions, and work across departments to increase Tessitura use throughout Stanford Live.
• Staff and/or plan special events and/or promotions on campus and in the community to reach target audiences.
Inter-departmental and Administrative Work (10%)• Serve as a point of contact with patron services, including coordination of efforts with Stanford Ticket Office and Lively Arts development staff. Duties include oversight of Ticket Office’s responses to ticket buyer queries and complaints; communication of issues and information between Ticket Office and DMCP and other Stanford Live staff; use of Tessitura patron management software in collaboration with Ticket Office to maximize sales and customer satisfaction.
• Collaborate with Stanford Live staff across multiple departments in general operations and special projects designed to further organizational goals and enhance organizational relationships with a wide range of stakeholders (e.g., subscribers/ticket-buyers, donors, students, faculty, staff, visiting artists).
• Other duties as assigned.
Qualifications:Four or more years of professional experience in advertising, marketing, promotions, new media and audience development required. Experience working in the performing arts and/or non-profit sectors is highly desired.
• College degree or equivalent in the arts or arts administration, marketing, communications, or a related field.
• Proven success in conceptualizing and coordinating marketing campaigns, including direct mail, online promotions, market segmentation, and strategic, targeted outreach efforts.
• Deep and long-standing passion for, knowledge of, and commitment to the performing arts—as practitioner and/or patron—are strongly desired. Demonstrated experience with and interest in new and experimental art forms and/or educational/engagement–related programming are especially desired.
• Ability to effectively negotiate contracts with a variety of vendors and media outlets.
• Budget-consciousness; ability to investigate creative marketing solutions on a tight budget and carefully track spending.
• Keen understating of advertising and media planning and buying.
• Technologically savvy, with knowledge of Internet marketing and e-commerce. Knowledge of Web 2.0 concepts and social networking sites required.
• Ability to work as part of dynamic team that values brainstorming and creative input, coupled with ability to work independently, take initiative, and demonstrate leadership as appropriate.
• Detail-oriented, with strong project management skills and exceptional organizational abilities. Must be able to effectively manage multiple projects (both short- and long-term) and meet tight, often competing deadlines
• Judgment and decision-making skills and ability to problem-solve and develop contingency plans as needed.
• Excellent interpersonal and verbal communication skills and the ability to deal with a variety of personalities with tact and diplomacy; customer service experience is preferred.
• Thorough command of the English language and grammar rules and excellent writing and proofreading skills.
• Experience managing staff and volunteers.
• Ability to be largely self-sufficient in managing and/or overseeing administrative needs, including but not limited to processing invoices, copying and/or distribution of marketing materials (e.g., posters, flyers, and brochures), tracking ad placements and marketing-related expenses, filing, and other administrative duties as needed.
• Energy, ability, and willingness to work evening and weekend hours and share Stanford Live’s performance staffing responsibilities as needed.
• Excellent computer skills are required. Candidates should be proficient with Microsoft Office (Word, Excel, and PowerPoint), email programs, and Internet browsers. Working knowledge of relational database applications such as Tessitura (Stanford Live’s primary database), FileMaker Pro, Sequel, or Access is highly desired, as is experience with Dreamweaver, Adobe Photoshop, and Adobe In-Design
• Valid California Driver’s License and ability to lift and carry up to 30 pound short distances.
JOB CLASSIFICATION: This is a Public Relations Officer position (3P2).
Stanford University is an equal opportunity employer and does not discriminate on the basis of race, color, religion, sex, age, national origin, veteran status, physical or mental disability, or sexual orientation.
Final offers of employment are contingent upon successful completion of national criminal background check, national sex offender registry search and, where applicable, driving record.
