Earl R. Merrill: Director of Marketing & Communications-Children’s Theatre Company

Children’s Theatre Company (CTC), one of the nation’s top 20 regional theatres and the country’s flagship theatre for multigenerational audiences, seeks a new Director of Marketing and Communications. CTC has a subscriber base of nearly 7,900, a full-time staff of 85, and an operating budget of approximately $12.5 million, of which 60 per cent is earned. The right candidate for this job will be a strategic, collaborative professional who brings significant, deep experience in subscription and single ticket campaigns, customer service best practices, communications strategies, and a track record of successful team leadership, ideally in the performing arts. A full description can be found on the website of Management Consultants for the Arts, the firm retained to guide the search. Go to http://www.mcaonline.com.

MISSION
To create extraordinary theatre experiences that educate,
challenge, and inspire young people and their communities.

VALUES
Excellence, Respect, Imagination, Inclusion

Children’s Theatre Company, (CTC) is recognized as North America’s flagship theatre for multigenerational audiences as well as a major cultural and artistic resource in Minnesota. For over 50 years, CTC has created extraordinary theatre experiences that educate, challenge and inspire young people and their communities. The first theatre for multi-generational audiences to win a Tony© Award for Outstanding Regional Theatre, CTC is one of the nation’s top 20 regional theatres. CTC annually serves over 275,000 audiences and is a primary developer of new audiences for the arts.

During the 2018-19 season, CTC is producing eight productions in its main stage programming that feature top ranked directors, designers and Equity actors from the region and the nation. Through CTC’s new play development program, CTC commissions, develops and brings new work to the stage advancing the canon of work for multigenerational audiences. Over the past 20 years, more than 47 new works have been commissioned, developed and produced at CTC. As a leader in the field, CTC is committed to ensuring our work has a future life through national partnerships, tours, transfers and licensing via our Plays for Young Audiences licensing business.

CTC’s robust education programs annually serve more than 85,000 students ages 2-18 through Theatre Arts Training, student matinees, Neighborhood Bridges, and early childhood arts education programs. ACT One is CTC’s cohesive platform for access, diversity, and inclusion in our audiences, our programs, our staff, and our board. Three interdependent words of action guide our commitment to a future when our theatre is a home for all people, all families, reflective of our community: Access, Connect, Transform. ACT One creates specific programs and partnerships to include more people from a wider range of economic status, communities of color, people with disabilities, and sexual orientation and gender identity.

Much more information can be found on CTC’s website: https://www.childrenstheatre.org/

Current Environment

The successful candidate will find a fiscally prudent organization with a committed audience, a loyal patron base, and a 50-person Board of Directors that is dedicated to its mission and continuing success. In Artistic Director Peter Brosius, candidates will find a visionary director and impresario with a passion for engaging young people and their families through artists of the highest caliber. In Managing Director Kimberly Motes, candidates will find a highly successful executive with significant experience in development, branding, marketing, finance, education, and team development.

Size and Scope

CTC is the country’s largest professional theater producing work for multigenerational audiences. It operates on an annual budget of over $12.5 million with a contributed/earned ratio of approximately 40/60. CTC has a $12.5 million endowment and eight consecutive years of balanced budgets. There are 85 full-time staff and another 250-300 seasonal and part-time employees. There are generally six to seven mainstage productions (in two venues) each year, with each production running for five to nine weeks (50-90 performances).

In addition to the Director of Marketing and Communications, the marketing department has seven full-time employees, exclusive of ticketing and front of house operations, which has 20 full and part-time staff members. CTC has a subscriber base of nearly 7900 (approx. 2300 households and 37,000 tickets) as the foundation of the 150,000+ general public tickets sold each year.

Facilities and Performance Venues

CTC is located in Minneapolis, just south of the downtown area, sharing a campus with the Minneapolis Institute of Art and Minneapolis College of Art and Design. CTC’s offices and shops are spacious and expansive with onsite scenic, props, and costume shops as well as rehearsal halls and classrooms. CTC has three performance venues, all located in this large building:

UnitedHealth Group Stage, a proscenium space with 747 seats. Four to five productions are mounted on this stage annually.
Cargill Stage, a flexible and configurable theatre space that holds up to 298 seats. Two public productions and two education department productions are mounted in this space annually.
Cohen Stage, used by the education department for productions and classes, with 80 seats.

Twin Cities Region

Minneapolis / St. Paul are one of the country’s most vibrant and arts-centric regions. The Twin Cities comprise the 16th largest metropolitan area in the U.S. with a combined population of over 3.6 million. Minneapolis is consistently rated as one of America’s “Absolute Top Cities” and “Best Places to Live.” The cost of living is low when compared with other major metropolitan areas. Its arts community is broad and deep, including other major arts institutions such as Minneapolis Institute of Art Walker Art Center, Minnesota Orchestra, Guthrie Theater, and Minnesota Opera. Minneapolis is 2nd only to New York City in the number of theatre seats per capita. It has a highly educated population, with nearly one-half of its residents over 25 years old possessing a college degree.

Position and Responsibilities

The Director of Marketing and Communications supports the highest strategic priorities of the theatre and serves as a member of CTC’s senior staff team. This person will lead the organization’s strategic marketing, communications, public relations, institutional branding and customer service programs, and shape CTC’s institutional profile on a national level. They will focus on growing new audiences while retaining and deepening relationships with current audiences. Through effective communication of the mission, vision and programming activities, the Director of Marketing and Communications develops and executes strategies to generate all earned ticket revenues for the theatre, partnering with development and education to realize their goals, and leading a staff in marketing, communications public relations, audience services, ticketing and graphic design.

This position reports to the Managing Director, but as in all producing companies, an effective working relationship must be forged with the Artistic Director as well. The successful candidate for this position will have a strong, proven track-record in marketing, brand management, audience development, customer service and will be a keen strategist. An understanding of transactional data management, evaluation, and analysis is essential. Serious candidates will also have the skills to effectively manage and inspire a staff team as well as partner with other departments. Finally, candidates will have an understanding of and strong experience in budget planning and fiscal management.

Core Responsibilities

Leadership Environment

Collaborate regularly and forge effective working relationships with the Managing, Director, Artistic Director, and senior staff team.

Strategic Planning, Analysis and Audience Development

Develop strategic and tactical marketing and communication plans that support CTC’s overall patron development, including revenue and attendance goals.
Develop annual and long range institutional, programmatic and show specific marketing and communication plans that align with the strategic plan.
Lead and supervise the implementation of all marketing, communications, public relations, web and social media, publications, promotions and sales plans to position the organization overall and achieve earned revenue goals through single ticket and season subscription sales annually.
Devise and supervise database and market research projects including analysis and interpretation of data for ongoing improvement of marketing plans.
Plan, manage and execute branding, positioning, messaging, market research, media planning, market segmentation, targeting and pricing strategies.
Oversee audience services which includes front-of-house, concessions, gift shop and box office operations to ensure excellent customer service.
Define and assess opportunities for development of new and existing audiences.
Monitor cultural trends and peer organizations to identify new opportunities.
Collaborate with the Director of Development to deploy strategies in support of institutional patron development goals.

Personnel Management

Hire, supervise, motivate, and support a strong and strategically-focused marketing team including ticketing/customer service, marketing, communications, graphic design, and group sales.
Continually assess departmental capabilities and identify resources for staff development.
Cultivate an innovative and positive working environment that enables growth in new technology and marketing practices.

Revenue Generation and Expense Management

Develop and monitor earned revenue projections; provide data analysis, modeling and dynamic pricing procedures.
Plan and execute all subscription renewal / acquisition campaigns and single ticket initiatives, currently generating up to $5.8million in revenue annually.
Develop and oversee income and expense budgets for marketing and communications as well as front of house and box office.

Communications, Media / Public Relations, and Branding

Focus on branding CTC in the marketplace and create new opportunities for visibility.
Direct the development of all visual and print materials and images for the entire organization, maintaining the strength, integrity and consistency of the CTC visual identity and image.
Establish and implement web development strategies as well as oversee the CTC website content and design
Develop effective social media programs for the company.

Qualifications

Strong strategic planning skills with a proven record of developing and implementing effective marketing plan and strategies.
Deep knowledge and implementation of customer service best practices.
Significant experience with subscription and single ticket campaigns in a large performing arts environment or relevant industry. Although theater experience is preferred, this is not a prerequisite.
Track-record of successful team leadership, creating a positive, collaborative and productive culture.
Deep knowledge of pricing, statistics, market segmentation strategies, and tactical execution.
Experience in brand strategy and management.
Experience with quantitative research, ROI, and patron behavior analysis.
Knowledge of social media and web platforms and strategies
Exceptional writing, communication, editing and graphic design evaluation skills.
Knowledge of /experience with Tessitura a plus, although not a requirement.
Experience working with Development and other revenue generating departments.

The following personal attributes will also be considered important:

Commitment to positively impacting a multigenerational set of patrons through live performance.
A collaborative and team-oriented approach.
Professionalism and solid judgement.
An active, energetic, and curious mind.
High emotional intelligence and interpersonal skills.
Ability to think conceptually and specifically.
Ability to derive deep satisfaction from facilitating the best work of others.

CTC Diversity and Inclusion Statement
CTC is dedicated to increasing equity, diversity and inclusion in our audiences, our programs and in all of our hiring for staff, artists, and recruiting of board members. CTC is committed to a future where our theatre is a home for all people, all families, and is truly reflective of our community. We are also committed to providing a work environment that is free from discrimination. CTC prohibits discrimination in employment against any employee or job applicant because of that person’s race, color, creed, religion, ancestry, sex, national origin, disability, genetic information, age, sexual orientation, gender identity, gender expression, marital status, familial status, veteran status, status with regard to public assistance, membership in a local human rights commission or any other legally protected status.

Compensation, Application Procedure, and Start Date

Starting pay for this position will be competitive with market pay for this position and will be commensurate with experience. The range of benefits includes the following:

medical, vision and dental insurance;
long-term and short-term disability insurance;
life insurance;
paid vacation, holidays and sick leave;
access to 403 (b) retirement plan.

Children’s Theatre Company is intent on making a hiring decision by late spring, with the successful candidate onsite as soon as possible thereafter. Interested candidates, and recommenders of qualified individuals, are invited to contact Management Consultants for the Arts, the consulting firm retained to facilitate this important search. Louise Kane and David Mallette the consultants leading this search. Applicants should provide résumé/CV, cover letter, and at least four professional references utilizing our online application system. Additionally, a representative sampling of marketing campaigns/plans and marketing and sales materials should be included (preferably in a single .pdf file). The cover letter of no more than 1½ pages should describe why this post and organization is attractive to the applicant and what about them and their work makes them a potentially strong contributor to Children’s Theatre Company. Application materials should be sent electronically – Word or .pdf only, please – with the applicant’s name included as part of each file name through MCA’s online application portal:

https://mcaonline.com/searches/director-marketing-communications-ctc

Once all materials have been submitted online, applicants will receive a confirmation of submission via the email address provided in the application. For clarification on any of this information, please contact Christy Wall at cwall@mcaonline.com.