The director of marketing develops and implements programs that help the orchestra achieve its attendance and ticket sales goals, while also promoting its image and visibility. As such, this position is responsible for season subscription and renewal campaigns, advertising and special promotions, telemarketing/direct mail, and merchandising. May involve box-office supervision, customer service, and public relations efforts. Interacts with senior management in the ongoing analysis of ticket sales and subscription trends, development of sponsorships and merchandising, and also maintains close contact with media outlets. Position calls for extensive marketing experience and familiarity with trends and strategies specific to the performing arts.
Develops and implements campaigns to expand the orchestra’s subscription ticket base. Working with marketing and public relations, the manager plans budget and revenue goals, develops strategies for expanding the subscriber base, and oversees execution of marketing and advertising efforts. Monitors and reports on subscription revenue and attendance for all concert series. Position requires experience in marketing, with an emphasis on trends affecting performing arts organizations.
Individual Ticket Sales
Develops and implements campaigns to increase exposure for the orchestra’s individual ticket sales, meeting and exceeding sales and attendance goals. Working with marketing and public relations, the manager plans budget and revenue goals, develops strategies for improving individual ticket sales, and oversees execution of marketing campaigns and advertising. Monitors and reports on individual ticket sales revenue and attendance for all concert series. Position requires experience in marketing, with an emphasis on trends affecting performing arts organizations.
Develops and implements strategies to maximize sales of tickets to groups such as corporations, schools, churches and business associations. Group ticket sales involve proactive strategies for reaching prospective buyers, cultivation of new groups, and development of positive relationships with clients. Collaborates with marketing department on sales strategies and revenue goals. Fulfills group sales orders and provides ongoing customers support. Position calls for experience in marketing, sales and/or customer service, and appreciation of classical music.
Develops and implements sales initiatives aimed at increasing exposure for the orchestra and building the organization’s database. Works with marketing and managers of subscription, individual and group ticket sales on audience building and retention strategies and campaigns. May be involved in ticket sales activities, marketing efforts and fund-raising. Position requires experience in sales and marketing, with an emphasis on the arts.
Day-to-day operations of the box office are supervised by this manager, who is also the point person for orchestra management in the tracking of subscription and single-ticket sales trends. Monitors ticket sales, provides information and leadership in the implementation of new ticketing software and processes, and takes ultimate responsibility for satisfactory customer service experiences. Interacts with senior management, marketing, public relations and finance, and has regular contact with the public. Position requires knowledge of ticketing systems and subscription databases, along with sales/customer service experience.
Database operations play a key role in the ticketing, marketing, subscriber, and web site efforts of today’s orchestras, as well as in day-to-day operations. The database administrator assists by developing programs and reports that collect appropriate information from centralized and/or customized databases, and by ensuring that hardware and software meet the needs various departments have for database access and retrieval of information. Position requires technical knowledge of computer systems and databases, and the analytical skills to solve an orchestra’s multi-faceted data acquisition needs. May involve working closely with IT/technical support and marketing personnel.