Marketing & Audience Development Manager

Transcription

1 Marketing & Audience Development Manager Job Description & Person Specification Full Time Fixed Term Contract (3 Years) - Newmarket Salary: 25,000-28,000 per annum (depending on experience) Responsible to: Responsible for: The Director (Chief Executive), National Heritage Centre for Horseracing and Sporting Art and the Commercial Director No line management responsibility except for volunteers and workplacements (as appropriate) the post-holder will work as an integrated member of the senior management team This is an exciting opportunity to make a significant contribution to the development of the new National Heritage Centre for Horseracing and Sporting Art in Newmarket by providing the practical delivery and implementation of a coordinated marketing strategy which includes developing new audiences among potential visitor groups not currently visiting the National Horseracing Museum. You will be a key player in the delivery of an integrated marketing strategy and Audience Development Activity Plan for the new venue. Background The National Horseracing Museum (NHRM) was opened to the public by its patron Her Majesty The Queen in 1983 and holds a nationally and internationally significant collection of fine and decorative art, social history objects, archive material and photographs relating to the history and science of racehorses and the people and places connected with the sport and industry of horseracing. The NHRM is a registered charity (No ) and operates independently of the government, local authority and racing industry. It relies wholly on income from ticket admissions, sponsorship, donations and trading through its café and shop (see also: The British Sporting Art Trust (BSAT) was established in 1977 to bring together a representative collection of sporting art for public exhibition and to promote interest in the subject. The Trust (Reg. Charity No ) runs an active membership programme with regular exhibitions at the Vestey Gallery of British Sporting Art in Newmarket and frequent visits and events. Two essays on sporting artists by leading experts are published each year together with two Newsletters. In addition to the collection of British sporting paintings, prints and sculpture the Trust has a comprehensive library and archive available to researchers. The work of the Trust is supported by a part-time administrator and part-time librarian and a volunteer Executive Committee which carries out much of its work in relation to membership activities. (see also: The Retraining of Racehorses charity (RoR) is British Horseracing s official charity for the welfare of horses which have been retired from

2 racing (Reg. Charity No ). Its charitable objectives are to raise funds from within the Racing Industry to help support the retraining and re-homing of former racehorses; to help provide facilities for the care, retraining and re-homing of former racehorses; to promote the adaptability of racehorses to other equestrian activities; and to run a well established programme of competition sponsorship and clinics to educate and improve riders handling former racehorses. The National Horseracing Museum and the British Sporting Art Trust are currently involved in a major redevelopment project which will see them move from their present location next to the Jockey Club on Newmarket s High Street to take over the surviving portion of Charles II s racing palace in the town where they will be joined by the Retraining of Racehorses charity. The site which comprises a total of five acres in the heart of Newmarket will allow the museum for the first time, in partnership with the RoR, to show live horses to the public as part of the visitor experience. The new venue will be styled as the National Heritage Centre for Horseracing and Sporting Art and will comprise three distinct elements: Palace House will form a national holding of British sporting art with paintings and furniture drawn from the collections of the BSAT, the Tate and other public and private collections. A new National Horseracing Museum will occupy the substantially rebuilt and extended Trainer s House and King s Yard stables creating modern and innovative exhibition galleries. In the Rothschild Yard and paddocks, a flagship home for the Retraining of Racehorses charity will provide the opportunity to explain the work of the charity to the public and to show a selection of racing s equine heroes. The result will be a compelling destination tourist venue which will form an integrated visitor attraction interpreting Newmarket s sporting and Royal history, showcasing the finest British sporting art, celebrating the town s position as the international home of horseracing and encouraging visitors to enjoy the experience of interaction with live racehorses while learning about its unique sporting and cultural heritage. The project represents a 15m capital investment and is scheduled to open fully in the latter part of Job Function Summary Marketing: to support the Director and other senior staff of The National Heritage Centre for Horseracing and Sporting Art in implementing the Centre s marketing strategy in relation to the current museum audience (including visitors accessing its popular programme of guided tours) and that of the new National Heritage Centre (including the development of a new website). Audience Development: as an integrated element of that marketing strategy, to develop a strategic approach to the development and growth of new audiences for the National Heritage Centre; to develop long-term relationships through sustained communication with current and new visitors and diverse user-groups over time; to implement the Audience Development Activity Plan. Main Duties and Responsibilities This role is essential in ensuring the National Heritage Centre achieves its overall objectives, specifically its marketing objectives. It will support and promote the National Horseracing Museum s key initiatives (and those of its partner charities, the British Sporting Art Trust and the Retraining of Horses charity) by providing high quality marketing advice, implementing the agreed marketing strategy and delivering appropriate audience development activity. This role will contribute to the optimization of visitor numbers to the new Heritage Centre and therefore to the overall income of the site through its trading activities including shop, café, tours, special events and private venue hire.

3 A priority task is to co-manage (with a newly appointed Volunteer Coordinator) the implementation of the Audience Development Activity Action Plan supported by the Heritage Lottery Fund which is designed to increase audience participation in the redevelopment project at all levels. The role of Marketing & Audience Development Manager is pivotal to the ongoing sustainability of the new venue and will require a strong understanding of, enthusiasm for and expertise in delivering a successful digital strategy: a knowledge of and aptitude for new media is therefore essential. Marketing: To work with the Director of the National Heritage Centre and other senior staff (particularly the Commercial Director) to ececute effective overall marketing strategies for the Museum (specifically, the post-holder will report to and must work closely and collaboratively with the Commercial Director to co-ordinate marketing activity across the whole site but will also work closely with the Curator/Deputy Director on the Audience Development aspects of the job); To implement marketing projects and campaigns to promote the museum, special exhibitions and commercial offerings particularly in relation to digital strategies and new audiences; To ensure cohesive campaigns are implemented both within the museum and externally to enhance the overall visitor experience; With the Commercial Director to raise the profile of the current Museum and the new Heritage Centre through appropriate use of local and national media; To assist the Commercial Director to develop and promote the Museum and new National Heritage Centre brand; To ensure the website & other social media are effective marketing tools by promoting and developing a range of e-marketing initiatives; To provide marketing support to other colleagues within the National Heritage Centre; To provide advice and training to all staff in marketing and communications issues and in particular to train up and supervise volunteer assistants (digital strategy); In consultation with the Commercial Director, to undertake copywriting and image selection for marketing activities as appropriate; To produce marketing and creative literature and efficiently manage necessary design and print work in relation to promoting activities relating to the redevelopment; Consider and implement data capture and evaluation opportunities in all projects undertaken; and To be the designated point of contact on behalf of the new Heritage Centre with the Newmarket Experience (see also: Audience Development: To implement and monitor an audience development strategy for the Museum in partnership with key members of staff; To implement the approved Audience Development Activity Action Plan;

4 To ensure all Museum activities and developments have a strong audience focus and are informed by market research; To assist with the planning and delivery of special events and activities across the present National Horseracing Museum and new Heritage Centre as part of the wider audience development strategy; and To be the responsible budget officer for the implementation of the Audience Development Activity Action Plan. Service Quality To ensure all activities and programmes are responsive to customer needs and deliver optimum service quality; and To ensure visitor standards for service quality are met or exceeded e.g. Visit Britain VAQUAS scheme. Performance To take responsibility for gathering, recording and disseminating audience data for the Museum s activities. Communications Culture Note To support and encourage efficient internal communication within the Museum, BSAT and RoR; and To establish and maintain effective working relationships with other professional organisations, project stakeholders (including council officers) and community organisations. To ensure the Museum adopts an audience focused culture in all aspects of its operations; To ensure services provided are socially and culturally inclusive; To promote equality of opportunity in the delivery of services; and To be part of an organisational culture that is positive, forward-looking and results orientated. Some evening and weekend work will be required. Enhanced CRB Clearance required Person Specification Knowledge Possess a good understanding of museum audiences and their needs Have an understanding of and empathy with museums and heritage attractions Knowledge of marketing with particular experience of utilising new media strategies

5 Experience Demonstrable experience of audience development work Experience of developing websites as a promotional tool Experience in using Social Media in audience development and marketing Experience of budgetary control and project planning Experience of print and advertising purchasing Experience of staging and managing events Skills and Abilities Ability to be driven by objectives and results whilst possessing strong diplomatic skills Able to multi-task and be used to working to tight and demanding deadlines necessitating a high level of prioritisation Ability to develop and implement marketing plans for specific projects Ability to liaise effectively with both external and internal parties Excellent interpersonal and communication skills a team player An understanding of databases and their use in e-marketing initiatives Start date: As soon as possible To apply, please send your current CV and a covering letter, explaining your interest in this post and relevant experience and qualifications, together with details of at least two referees and information regarding your availability. Please also indicate if there are any restrictions on you taking up employment in the UK and, if so, provide details. Applications should be sent either via to: recruitment@nhrm.co.uk or in writing to: Recruitment (Audience Development) The National Horseracing Museum 99 High Street Newmarket CB8 8JH DEADLINE FOR APPLICATIONS: Sunday 1st September 2013 Equality The National Horseracing Museum and the British Sporting Art Trust believe in the employment and advancement of people solely on their ability to do the job required. When recruiting people, we will therefore disregard their gender, marital status, race, age, colour, nationality, ethnic origin, religion and sexual orientation. There will be no discrimination on the basis of disability. We value flexibility in the workplace and would consider a job-share for this post