aspace arts

Marketing Advisor

Based: Southampton
Level: Senior
Salary: Undisclosed
Contract: Fixed-term
Applications Close: 18 January 2019
Twitter: @aspacearts
Job Listing Added: 20 December 2018

Overview
Role: Arts and Heritage Marketing Advisor – God’s House Tower (GHT)
Contract period: Freelance – initial 6 months period circa March – August 2019 – with potential for
continuation dependent upon performance and funding
Commitment: Outline timeframe to be submitted as part of your proposal
Fees: Fee structure to be submitted as part of your proposal – we request a job price with an
additional day rate should extra time be mutually agreed
Location: Able and prepared to travel to central Southampton and GHT


Context:
An experienced specialist arts and heritage marketing freelancer is required to bring expertise
by assisting to oversee the delivery of a marketing plan for a new arts and heritage venue in
Southampton. GHT is due to open in summer 2019 following an extensive refurbishment and
we are now looking for an experienced marketer to support the refinement and delivery of an
marketing plan covering the build up to opening and operating GHT.


The freelance expert will check and offer advice to amend the overarching marketing campaign
that has been developed by the organisations staff and Trustees. The expert advice will play a
role in assisting to steer the delivery of a high quality, marketing and communications plan that
promotes GHT as a dynamic arts and heritage destination venue and attracts target audiences
including local communities, specialist interest groups and tourists visiting the city.


The Brief:
Situation review
• To facilitate an internal situation review and examine / review:


o All existing marketing assets developed by the organisation to date, including logo, web
address, social media handles, strap lines.
o The existing marketing framework focusing on, localised print campaigns, initial digital
plans and headline strategic voice of ‘I am the walls’
o To ensure the campaign will reach agreed target audiences (see below) with a strategy
for developing tourism industry contacts (tour operators, group bookers and tourism
agencies) along with tourists visiting the city. In addition the role should advise on the
most relevant travel and tourism trade shows for the organisations staff to attend with
guidance on any specific professional contacts.
o To ensure the strategy has an effective press campaign with stories developed by the
organisation being received by appropriate publications and journalists.
o The review will lead to agreed revisions and/or adopting some existing elements into a
revised overarching Marketing Strategy that will be re-written by the organisation.
o The review process should offer experienced views, guidance and opinions that assist to
structure the campaign delivery.


Delivery timeframe:
• To assist the organisation coordinate a delivery timetable to ensure the marketing campaign is
aligned to key milestones and meets external lead times.
Press contacts


• To utilise existing Press and PR contacts for the benefit of the marketing campaign along with
assisting the organisation to generate and nurture new connections to promote GHT as an arts and
heritage destination venue.


• This work should assist the organisation to grow an existing and initial list of press contacts and
leave the organisation with a developed list of press contacts, including key bloggers, and online
editors.


Job Description


Budget deployment
• To assist the organisation in making best use of the available marketing budget through
conducting a budget review and proposing alternatives (as required) and offering guidance to
ensure best value is received for our modest resources.
Audience Finder


• To assist with preparing audience surveys and data collection through shaping questionnaires
that support the organisations reporting responsibilities for Audience Finder (an Arts Council
England National Portfolio Organisation requirement) an audience analysis tool that will assist us
to better understand our audiences.


Digital
• To work with ‘a space’ staff and advisors and play a role in advising the development of our 360º
digital strategy that includes a responsive website, effective use of social media (FB, Twitter, IG)
and digital platforms new to the organisation e.g. you tube. The strategy will be developed with
guidance from our Digital Advisor, Trustees, the Director and Marketing officers.
Staff structure and knowledge


• To assist the Director in reviewing the role of the two Marketing officers (employed by the
organisation) with the potential to reset role descriptions and briefs that continue the marketing
campaign after GHT has opened.


• To act as an informal mentor to the two Marketing officers and assist to build their knowledge
through delivering the initial marketing campaign (up to opening) with the aim of improving their
skills and competencies.


Partners
• To work with our corporate partner to ensure launch events are coordinated, communications are
consistent and the organisation’s objectives are delivered.

How to Apply

For more information about the role and how to apply, please visit our website at: aspacearts.org.uk/news/vacancies-ght-marketing-and-communications-officer-and-freelance-marketing-advisor