Marketing Manager

STATUS: Consultant

Purpose: The objective is to develop and implement a comprehensive marketing strategy to increase awareness, engagement, and attendance at the museum, enhance the museum’s brand, and reach specific audience segments effectively.

Consultant Objectives

  • Develop and implement an integrated marketing plan to promote the museum's exhibits, programs, events, and overall brand.

  • Increase foot traffic, visitor engagement, and online interaction with the museum's content.

  • Promote the museum's community presence and foster deeper connections with target audiences.

  • Maximize the effectiveness of current marketing channels while exploring new opportunities for outreach.

Key Deliverables

The Marketing Consultant will provide the following deliverables:

  • Marketing Strategy & Plan

    • Conduct market research to understand the museum’s audience, competitive landscape, and industry trends.

    • Create a detailed marketing strategy, including objectives, target audience, messaging, and tactical plan across various platforms (digital, traditional, community-based).

    • Identify key performance indicators (KPIs) to track the effectiveness of marketing efforts.

  • Brand Development & Positioning

    • Evaluate and refine the museum's brand identity (if necessary), including logo, tagline, and messaging.

    • Ensure consistency of the museum's branding across all marketing materials.

  • Digital Marketing & Social Media Strategy

    • Develop and manage the museum’s social media campaigns (Facebook, Instagram, Twitter, etc.), creating content calendars and engaging posts.

    • Analyze and report on social media performance, recommending improvements for greater engagement.

    • Oversee paid digital advertising campaigns (Google Ads, Facebook Ads, etc.), optimizing ad spend to maximize reach and results.

    • Review and enhance the museum's website and online presence for SEO, usability, and visitor engagement.

  • Email Marketing Campaigns

    • Create a strategy for email marketing campaigns, including newsletters, event announcements, and promotions.

    • Develop content for email campaigns and optimize for better open rates and conversions.

  • Event Promotion

    • Develop marketing materials and strategies to promote specific museum events (exhibitions, educational programs, fundraising events, etc.).

    • Coordinate media partnerships, community outreach, and sponsorships to enhance event visibility.

  • Reporting & Analytics

    • Track and measure the effectiveness of marketing efforts.

    • Provide monthly or quarterly reports on marketing performance, with recommendations for adjustments based on data.

    • Analyze audience feedback, visitor surveys, and online metrics to inform strategy adjustments.

Scope of Work Activities

The Marketing Consultant will be responsible for the following tasks:

  • Conducting a full marketing audit of the museum's current efforts.

  • Creating content (copywriting, images, video) for digital and print media.

  • Managing the museum’s social media accounts and content calendar.

  • Developing promotional materials such as brochures, posters, and flyers.

  • Executing targeted marketing campaigns for museum events and exhibitions.

  • Coordinating with the museum’s internal team (e.g., curators, event coordinators) to align marketing efforts with the museum’s objectives.

  • Monitoring trends in museum marketing, making recommendations on new opportunities or channels.

Timeline

The marketing consultant will work according to the following timeline:

  • Phase 1: Discovery & Research (Month 1)

    • Initial meetings with museum staff.

    • Conduct market research and audience analysis.

    • Develop an overall marketing strategy and action plan.

  • Phase 2: Strategy Implementation (Months 2-4)

    • Implement social media campaigns, email marketing, and digital advertisements.

    • Design promotional materials for upcoming exhibitions or events.

    • Begin PR outreach and establish media contacts.

  • Phase 3: Ongoing Optimization & Reporting (Months 5+)

    • Monitor the performance of campaigns and adjust strategies as needed. o Provide monthly reports and adjust tactics to improve results.

Key Performance Indicators (KPIs)

The following KPIs will be tracked to measure the success of the marketing efforts:

  • Increase in website traffic and social media followers.

  • Attendance rates for specific events and exhibitions.

  • Engagement metrics (likes, shares, comments, etc.) on social media platforms.

  • Email open rates and click-through rates.

  • Media mentions and PR coverage.

Collaboration & Communication

The Marketing Consultant directly reports to the Managing Director and will work closely with the following museum team members:

  • Managing Director and the Artistic Chair

Regular communication will occur via bi-weekly meetings (or as agreed), email updates, and project management tools.

Americans with Disabilities Act Statement:

Employees who become disabled, must be able to perform the essential functions listed on this job description either unaided or with reasonable accommodations. Hammonds House Galleries shall determine reasonable accommodation on a case-by-case basis in accordance with applicable law, in the event such a determination becomes necessary.