Marketing and Communications Contractor

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Marketing and Communications Contractor

Dance/NYC's mission is to promote the knowledge, appreciation, practice, and performance of dance in the metropolitan New York City area. It embeds values of justice, equity, and inclusion into all aspects of the organization. It works in alliance with Dance/USA, the national service organization for professional dance. The organization achieves its mission through its four (4) core programs: leadership training, networking and convening; action-oriented research; technology and visibility; and grantmaking.

Dance/NYC requests proposals from an individual or firm to provide marketing and communications services for a period of six months (6), March 2019 to August 2019. Services include but are not limited to: e-marketing; public relations; marketing and patron relations management; website development and maintenance; database management; and advertising sales. The attached scope of work details all required services.

Applicants should have demonstrated success in developing strategic marketing plans; tracking, evaluating and responding to marketing trends; and driving social media efforts. Additionally, they should be methodical and detail oriented, with excellent planning and time management skills, and able to advance multiple projects simultaneously while demonstrating and meeting their own deadlines in the context of organizational requirements. Strong writing and copyediting skills are required. Video editing, graphic design, and research skills are highly desirable. They must have an understanding of the metropolitan New York City arts and culture landscape.

The individual or firm will report to Acting Executive Director, Alejandra Duque Cifuentes, and will work in collaboration with the Development and Grantmaking Manager, Programs Assistant, and Coordinator of Justice, Equity & Inclusion Initiatives, and will also receive support from a Communications Assistant.

Proposals should include relevant professional background, planning methodologies and tools, and a proposed fee based on the Scope of Work. The cost should not exceed $22,500, inclusive of all expenses, as may arise, for instance, through the licensing of data, and Dance/NYC welcomes pro bono contributions. Priority will be given to early applicants. Dance/NYC plans to contract with an individual or firm by February 28, 2019.  Please direct any questions you may have to Milena Luna at humanresources@dance.nyc.

 

Scope of Work

Reporting to the Executive Director, with support from the Communications Assistant, and coordinating with the Marketing and Communications Task Force, the Marketing and Communications Contractor will be responsible for:

Regular E-Communications

  • Lead all aspects of regular e-communications, including:
  • Weekly Monday e-newsletter
  • Special bulletins, e.g., advocacy alerts (coordinating with relevant staff)
  • Oversee and manage e-communications calendar (coordinating with relevant staff)
  • Primary tasks include back-end creation/design, content creation, staff review, and publishing via NeonCRM.

Note:The Executive Director must sign off on all regular e-communications.
 

Evaluation

  • Provide regular data collection and reports to staff for grant applications
  • Provide six-month report of digital platform data results including e-blasts, website, and social media
  • Coordinate six-month reports on demographic indicators, with Coordinator of Justice, Equity, and Inclusion Initiatives.
  • Conduct ad hoc surveys and field research to understand the needs and opportunities of registered users and additional key stakeholders


Website - Dance.NYC

  • Liaise with web/IT developers to accomplish website developments
  • Manage content partnerships (e.g., Kickstarter)
  • Maintain front-facing pages including homepage, news, etc.
  • Update back-end as necessary
  • Manage all online content, marketing, and distribution partnerships
  • Liaise with web design firm and other outside vendors to realize development and program goals as they arise

(Excluding events, research, regranting, and Justice, Equity & Inclusion pages)
 

Social Media

  • Manage Facebook, Twitter and Instagram. Tasks include scheduling posts that promote Dance/NYC (upcoming events, past event photos, campaigns, org news, etc.) and the field (industry news, surveys, holidays, board/advisor news, etc.), placing Facebook ads, as well as engaging with followers by liking, commenting, retweeting, etc., and finally providing semiannual reports and data to the staff
  • Manage YouTube. Tasks include saving, posting, writing descriptions, playlists, etc. of NEW YORKERS FOR DANCE videos and Dance/NYC event videos, and providing semiannual reports and data to the staff.

 

Marketing Partner Relations

  • Manage existing annual marketing partnerships:
    • The Bessies
    • 9/11 Table of Silence Project
      Note: During the period, the Contractor may only focus on The Bessies Cocktail Party and Press Conference, which usually occurs in July. The Bessies Award Ceremony and 9/11 Table of Silence Project occur in September and October.
  • Manage new marketing partnerships that may arise between March and August 2019
    Note: This does not include partnerships with Dance/NYC’s Justice, Equity & Inclusion Partners or borough arts councils. The Coordinator of Justice, Equity & Inclusion Initiatives is responsible for these partnerships, but the Contractor is expected to provide support in managing relationships, and offering materials and/or instructions to partners.

 

Patron Relations

  • Assume primary responsibility for customer service/patrons relations
  • Respond daily to e-communications with patrons via media@dance.nyc and info@dance.nyc including ad/listings queries and assistance, website assistance, error messages, general information, etc.

 

Database/List Management

  • Ensure currency and effectiveness of database/list management for the purposes of marketing and communications
  • Biweekly updating and saving of new registered users and Leadacity sign-ups to NeonCRM, including sending volunteer interest to programs staff

 

Event-Specific Communications

  • Using Communications Event Guide and existing templates, develop and implement communications plans and organizational events
  • Conduct planning meeting between programs and communications staff for review and discussion with executive director and full staff in advance of commencement date; review and revise communications strategy in real time, at least weekly, based on progress toward goals, for example, attendance size or fundraising
  • Key tasks may include e-communications (invitations, reminders, thank yous, etc.), website, ad placements, social media, media relations
  • Manage ad sales and marketing sponsorships for events

 

Ad Placements

  • Manage Google AdWords program, valued at up to $10,000 per month. Google Ads are updated on a monthly basis depending on what needs to promoted, i.e. Dance/NYC events (coordinate with programs staff)
  • Funding permitting, coordinate purchase of additional ads to meet marketing and communications goals (coordinate with programs staff)

 

Advertising Sales

  • Create, publish, and manage ad campaigns (includes publishing on website, working with NeonCRM and Design Brooklyn for technical back-end updates, and designing seasonal ad offerings)
  • Construct customized ad campaigns for long-time advertisers
  • Post Standard Ad Package Plus messaging on Dance/NYC’s Facebook and Twitter platforms
  • Keep record of and update Ad Purchasers and Ad Prospects lists and update NeonCRM accordingly
  • Pitch current and prospective advertisers (either via e-blast or one-by-one) year- round
  • Record and compare monthly ad sales with NeonCRM donations, track ad sales, reach annual growth projections, and share monthly ad sales results with the staff
  • Ongoing advertiser relations including payment issues, back-end issues, queries, etc.
  • Approve ads in the back-end of the website
  • Prepare and confirm ads to be placed in every Monday’s weekly e-newsletter

Note: This does not include advertising placements in Symposium program book, which falls under programs staff.
 

Media Relations

  • Draft press releases for Executive Director’s review
  • Pitch press and secure media interviews and coverage
  • Save press clippings and share socially and on website

Note: The Executive Director is the first and primary contact with the media and serves as the sole spokesperson for Dance/NYC. Press releases will only be issued with the approval of the Executive Director.
 

NEW YORKERS FOR DANCE Videos
Dance/NYC has not planned to film NEW YORKERS FOR DANCE videos outside of those filmed at its annual Patrons for Dance Party in January 2019. However, the Contractor may be responsible for additional filming shoots and campaigns between March and August 2019, and the Contractor may begin preparing for two annual visibility campaigns in Fall 2019: New Yorkers for Dance Education, in September for National Arts in Education Week; and Patrons for Dance, in November for National Philanthropy Month.
 

Events and Meetings
Dance/NYC currently holds weekly full-staff meetings on Tuesdays, 10:15 a.m. - 12:00 p.m. where communications priorities are discussed. The Contractor is expected to attend staff meetings and may determine that weekly or biweekly meetings with the Executive Director and/or programs staff are appropriate. Additional meetings may be scheduled on an ad hoc basis. The Contractor is also expected to attend Dance/NYC convenings between March and August 2019.

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