The Vice President of Marketing and Communications is a highly strategic and seasoned marketing and communications professional with a broad knowledge of arts and events management and genuine interest in orchestral repertoire. (S)he is responsible for overseeing the RPO’s strategic marketing and communications, subscription and single ticket sales, and customer experience. This position develops and implements programs that help the orchestra achieve its attendance and ticket sales goals, while also promoting the RPO’s brand. A member of the RPO’s leadership team, the VP of Marketing and Communications plays a critical role in ensuring the RPO’s long-term viability. This individual must communicate effectively with peers, and build a genuine working relationship with the development and artistic teams.
DUTIES AND RESPONSIBILITIES
Develop and manage the RPO’s branding strategy. Ensure brand standards and brand communication strategies are consistently maintained and applied across all departments and communication platforms.
Develop strategy for, and manage, all components of the annual subscription renewal, acquisition, and single-ticket campaigns; oversee the acquisition of prospect lists, production of campaign materials, and work of outside contractors, including telemarketing vendor. Identify, interpret, and analyze economic trends to achieve earned revenue results.
Develop strategies for patron retention and frequency-building efforts, including subscriber and single ticket retention and loyalty programs.
Develop and manage comprehensive marketing plans and tactics for each RPO concert with emphasis on those with the highest revenue potential. Plan and implement advertising and promotions schedules.
Cultivate relationships with members of the media, especially in the areas of promotion and programming. With the publicist, develop and manage the RPO’s public relations strategy to increase awareness of the RPO’s various programs on a community- and state-wide level.
Develop and execute the RPO’s digital advancement strategy, overseeing the website, app, and social media channels.
Lead, develop, and supervise a marketing, sales, and PR team that includes the RPO’s Marketing Manager, Communications Manager and Marketing Assistant, Director of Patron Services and two positions currently on retainer: Publicist, and Graphic Designer. Manage telemarketing operation.
Oversee development and production of all marketing collateral materials, including brochures, advertisements, posters, signs, annual report, and electronic media; edit and proofread as necessary. Ensure that materials developed by other departments meet RPO brand standards.
Collaborate and coordinate with other internal departments, Development, Education and Artistic — to communicate and coordinate marketing-related matters and promote proper flow of information as it relates to marketing initiatives and responsibilities.
Develop expense budget and ticket sales projections; monitor and evaluate ticket sales activities and budgets, forecast, and adjust plans when necessary. Analyze sales patterns and pacing, campaign results, and ticket history to determine and/or change the course of campaign strategies and expenditures.
Oversee all Box Office and Patron Services operations, including customer service, reporting, call center, concessions and contracted services; monitor cash handling and ensure compliance with organizational policies; respond to patrons as needed.
Negotiate and maintain contacts with outside vendors in direct mail, design, printing, advertising, and marketing services; ensure competitive pricing and quality.
Conduct audience and market research as needed and develop strategies based on survey analysis. Provide statistical and demographic information as requested.
Direct communications strategies with President and CEO and COO/CFO and play an active role in the RPO’s strategic and long-term planning efforts.
Present at marketing, finance, and executive committee meetings of the Board of Directors
Implement sponsorships and in-kind support for various product lines and campaigns; ensure that media exposure and recognition promised to sponsors takes place; assist with other writing as needed
Act as a liaison between the RPO and partner communications teams from the Eastman School of Music, Rochester City Ballet, Government agencies, and others
Represent the RPO appropriately at meetings of relevant civic organizations
Perform other duties as assigned by President and CEO and COO/CFO.
Bachelor’s degree and seven to 10 years of professional marketing experience, including at least three years in a management leadership role; arts experience highly desirable
Significant knowledge of orchestral music required
Proven ability to convey excitement about classical music and its value as well as enhance marketability of programs
Highly polished professional demeanor and ability to communicate with ease with a wide range of community constituents
Ability to think strategically through all levels of the organization and also execute details
Confident, poised professional style, will operate effectively in a highly artistic environment
Comprehensive knowledge of marketing practices, tools, techniques, and trends, particularly social media and electronic marketing
Solid grasp of the numbers; ability to make accurate revenue and expense projections
Manages multiple tasks effectively and consistently meets deadlines, all with good humor
Ability to effectively resolve patron inquiries and complaints
Entrepreneurial spirit with an eye on the horizon for creative marketing opportunities
Solid writer who also possesses superb oral communication and presentation skills
Positive, energetic individual who will naturally generate enthusiasm and support for RPO and be a reliable ambassador to the Rochester community
Proficiency with all Microsoft Office products and ability to learn new patron database (currently using Paciolan)
Rochester Philharmonic Orchestra
To inspire, educate and engage our community through the art of music.
Since its founding by George Eastman in 1922, the Rochester Philharmonic Orchestra has been committed to enriching and inspiring our community through the art of music. Now in its 94th year, the RPO looks forward to maintaining its high standard of artistic excellence, u...nique tradition of musical versatility, and deep commitment to education and community engagement.
Today, the RPO presents more than 120 concerts per year, serving nearly 170,000 people through ticketed events, education and community engagement activities, and concerts in schools and community centers throughout the region. Nearly one-third of all RPO performances are educational or community-related. In addition, WXXI 91.5 FM rebroadcasts approximately 30 RPO concerts each year.
The RPO’s long line of notable music directors includes Eugene Goossens, José Iturbi, Erich Leinsdorf, David Zinman, and Christopher Seaman. Appointed the 12th music director of the RPO in July 2014, Rochester native Ward Stare has been described as a “rising star in the conducting firmament” by the Chicago Tribune. The RPO also has performed under the batons of such renowned guest conductors as Fritz Reiner, Aaron Copland, Howard Hanson, Leonard Bernstein, Sir Thomas Beecham, and Leopold Stokowski. Principal Pops Conductor Jeff Tyzik has earned a national reputation for excellence in pops programming during his tenure with the RPO, and was inducted into the Rochester Music Hall of Fame in 2012 as part of its inaugural class. With Michael Butterman as Principal Conductor for Education and Community Engagement (The Louise and Henry Epstein Family Chair) – the first endowed position of its kind in the country – the RPO reaches more than 12,000 children through its specific programs for school-aged children.
In 2002, the RPO received the New York State Governor’s Arts Award for excellence and community service. In 2005, 2006, and 2012, the American Society of Composers, Authors and Publishers (ASCAP) and the American Symphony Orchestra League honored the RPO with an ASCAP Award for Adventurous Programming, recognizing the Orchestra’s commitment to music written in the last 25 years.
As one of the great American orchestras, the RPO aspires to be an institution driven by a culture of confidence, adventure, excellence, and success; the premier cultural organization in the region and the hub of cultural life year-round; and recognized nationally for artistic and organizational excellence, creativity, and innovation.