Dundee Rep Theatre

Job Description

Job TitleCampaigns Officer (RCL & Digital)

DepartmentMarketing & Communications

Reports toMarketing &Campaigns Manager

SalaryF/T £14.5K

Key relationships

  • Marketing & Communications team
  • Box Office
  • Visitor Services Team
  • Senior Management team
  • Rep Creative Learning
  • Visiting Companies
  • Encore Bar+Brasserie
  • All staff
  • Audiences
  • Ticketing software support
  • Other arts marketing professionals especially those specialising in digital media and audience engagement
  • Service partners, including web designers and e-shot management companies

The Campaigns Officer (RCL & Digital) is responsible for all RCL campaignswith the main focus on working towards the expectation that all shows reach and exceed targets.The post holder will work alongside the RCL department and Campaigns team to deliver digital engagement for the entire building.

Key Objectives

  • To create and manage all RCL marketing campaigns from concept to completion
  • To regularly review show campaigns and analyse audiences
  • To manage all digital content under the umbrella of Dundee Rep Theatre
  • Manage RCL copy content for all publications, listings, programmes, web/online and print
  • Work alongside the Design Officer and Campaigns Team to deliver season brochures and any other organisation related print

Main duties

Campaign Management RCL

  • To create, implement, lead and evaluate all RCL marketing campaign plans ensuring that all activity is targeted with the aim to maximise sales and achieve key performance indicators whether monetary or audience development related such as minority groups or non attenders
  • To implement and create targeted campaigns including advertising, printed publicity, distribution, direct marketing, sales monitoring and trend analysis, research and customer relationship management
  • To enter all RCL projects, class and show details onto the box office system prior to sale, upload images and copy for the online section of the box office system and pull sales reports for these events as required
  • To work alongside the Design Officer to create artwork for RCL productions, season brochures, adverts and any other print required
  • To assist with the implementation of the marketing strategy, working in close collaboration with the Head of Marketing & Communications and other members of the team. This aims to increase revenue through the development and growth of Dundee Rep’s audience base, as well as heighten brand awareness. This strategy includes:

Rep Ensemble productions

Visiting company productions

Creative Learning programme and events

Encore Bar+Brasserie and other commercial activities

Objectives

  • To build the company’s client base, profile and earned income through the development and delivery of detailed bespoke campaign plans
  • To work to develop fruitful and enduring relationships with existing and potential audience bases to increase revenue for Dundee Rep
  • To work with a commercial approach to Dundee Rep as a business as well as an artistic house of excellence
  • To integrate the Dundee Rep brand into all content

Digital Engagement Strategy

  • To work alongside the Head of Marketing & Communications to create, implement and evaluate the Rep’s digital engagement strategy to ensure audiences are actively engaged with the Rep, evaluating activity effectively whilst meeting objectives and key performance indicators.
  • To ensure activity across the whole digital communications toolbox including social media, online advertising and other web-based outlets.
  • To be a champion of the digital engagement strategy, working in close collaboration with the other members of the team with the aim of increasing revenue through developing and growing the audience base of Dundee Rep and increasing brand awareness.

Other digital activity

  • Maximise the use of electronic and digital communications with the goal of this becoming the dominant communications channel at Dundee Rep.
  • To take a pro-active and forward-looking approach to new opportunities to improve engagement with audiences on- and offline through different media platforms.
  • To act as digital champion for Dundee Rep, sharing knowledge and expertise within the organisation and, where appropriate, empowering colleagues to contribute to the delivery of the digital engagement strategy.
  • To create a weekly e-shot diary and create e-shot emails from content supplied by members of the Campaigns Team

Website and social networking

  • To develop the Dundee Rep website alongside the Head of Marketing & Communications and Campaigns Manager, exploring opportunities for audience participation and feedback via the web.
  • Maximise Dundee Rep’s web presence on social networking sites and/or blogs and through site optimisation
  • Identify and exploit e-commerce opportunities.

Monitoring web activity

  • To deliver regular reports and analysis of web / e-marketing activity and use this information to inform future activity.

Engagement messages

  • To research and utilise audience data to develop consistent and persuasive messages which match artistic objectives to the needs and motivations of potential audiences. This will include writing or commissioning copy for electronic communications, website, text campaigns, programmes etc.

Digital content

  • To create and update digital content on all Rep websites, social media or emerging platforms. This will include writing / uploading of blogs, podcasts, live streaming, newsfeeds etc.

Trailers and promotional films

  • To create and deliver show trailers and promotional films for Ensemble and RCL shows and projects.

Programmes

  • To collect relevant informative content for RCL programmes.
  • Manage design, production and print of programmes alongside the Design Officer.
  • Monitor and evaluate programme sales with a view to maximising income.

Audience development initiatives

  • To assist in the planning, implementation and evaluation of audience development initiatives in line with the vision and objectives of Dundee Rep e.g. Test Drive, student ambassador schemes, online tracking, digital supported event etc.
  • To find ways to encourage new audiences to the Rep.
  • To ensure that knowledge from these initiatives is factored into the planning of future audience development activity and into all campaign plans.

Finance Management

  • To be responsible for RCL & Digital campaign budgets as agreed with the Marketing & Campaigns Manager and ensure financial resources are utilised effectively and achieve best value practises

Press

  • To liaise with the Press Officer relating to press activity associated with each individual campaign/project

Contribute to the continuing development of Dundee Rep Theatre

  • To understand and support the aims and objectives of Dundee Rep Theatre and to ensure these are reflected in the delivery of the programme
  • To uphold the reputation of the Rep and its staff at all times
  • Contribute to the identification of departmental objectives and goals for the short, medium and long term

Other

  • Encourage others working within the building to develop a more commercial approach to Dundee Rep as a business as well as an artistic house of excellence.
  • Any other duties or marketing projects as required by the Head of Marketing & Communications or General Manager