Director of Enrollment Marketing and Audience Development

OVERVIEW

Located in the heart of Los Angeles’s vibrant downtown arts corridor, the Colburn School is a leader in performing arts education and part of a thriving arts community. The School provides access to quality instruction for anyone who possesses a passion for music or dance, so they may further explore their interests and continue developing their talents. Colburn’s renowned faculty guide students through classes tailored to their age and skill level, and the School serves over 2,000 students each year.

Students enroll in one of four academic units:

• The Community School of Performing Arts welcomes students of all ages, from seven months old to adults. It offers over 120 classes each year in orchestral instruments, piano, guitar, voice, jazz, music theory, drama, and ensembles including orchestra, choir, and chamber music.
• The Trudl Zipper Dance Institute develops performers of all levels, from aspiring professionals in the Dance Academy to beginners starting in Youth Dance. Students of all levels receive training in ballet, tap, musical theater, and modern genres as part of a comprehensive dance education.
• The diploma- and degree-granting Conservatory of Music is distinguished by a unique all-scholarship model, renowned faculty, and outstanding performance opportunities. It prepares the very highest level of collegiate musicians for professional careers.
• The Music Academy is a highly selective training program for gifted young pre-collegiate musicians, designed to prepare students for conservatory study and performing careers at the highest levels of achievement. This residential program balances performance, musical instruction, and academics.

The staff and faculty of the Colburn School are committed to bringing music and dance performances and education into the greater community so others can experience the many benefits associated with the performing arts. Colburn maintains a robust schedule of public performances, presenting over 300 music and dance events each year on its Grand Ave campus, around Los Angeles, and nationwide. The Colburn schedule of public events includes chamber music, orchestral music, dance, jazz, and artistic collaborations performed by students, faculty, alumni, and guest artists. Most events are offered free or with modest ticket prices, reflecting the School’s commitment to arts access for all.

To further serve the community and the School, Colburn plans a 100,000 square-foot expansion to the campus called the Colburn Center. Designed by renowned architect Frank Gehry, the Colburn Center will include state-of-the-art performance venues and learning spaces located across the street from the existing campus. Conceived as a major contribution to the cultural and civic life of Downtown LA, the Colburn Center will make the Colburn campus an even livelier hub of artistic activity and enable the School to expand its mission of presenting programs for the public, including performance and educational collaborations with acclaimed local and touring artists and ensembles. In March 2022, Colburn announced that the School had raised $270 million towards an estimated $350 million campaign goal. The building is expected to open in 2026.

The Director of Enrollment Marketing and Audience Development plays a key role in attracting students and audiences to the Colburn School, and laying the groundwork for the expansion of the School’s performance activity with the opening of the Colburn Center. They develop marketing campaigns to meet student enrollment targets and build audiences for Colburn’s series of public performances and lead cross-departmental teams to implement the campaigns, taking an active role in the execution. The Director of Enrollment Marketing and Audience Development works closely with the institutional leadership, including the VP of Communications, CFO, Provost, and Academic Deans to develop marketing campaigns to boost student enrollment, build audiences, and ultimately increase earned revenue.

The Director also supports other revenue-generating activities across the School, including the marketing of an on-campus Café open to the public and an active schedule of facility rentals for performances, film shoots, and other events.

The ideal candidate has knowledge of the performing arts or performing arts education, is results-oriented, and is able to develop, implement, and track multiple simultaneous campaigns, direct cross-departmental project teams, and think creatively about how to continually grow the Colburn community of students and audience members.

RESPONSIBILITIES

• Work with the Community School of Performing Arts and Trudl Zipper Dance Institute to develop marketing strategies to meet enrollment and revenue targets, working collaboratively with staff responsible for marketing in each unit and the Communications team.
• Work with the Manager of Admissions and Recruitment for the Conservatory and Music Academy to develop annual advertising campaigns to meet specific recruitment targets; assist with producing materials and other needs for recruitment events locally, nationally, and internationally.
• Create reports and dashboards to share campaign progress; analyze the effectiveness of marketing campaigns and continually improve results; meet established enrollment and revenue goals.
• Hold regular meetings with cross-departmental groups to review progress, resolve challenges, and identify solutions.
• Lead efforts to maximize additional revenue streams such as merchandise sales, the Colburn Café, and facility rentals. Collaborate with Philanthropy Department to develop marketing-focused sponsorship proposals.
• Lead team of two: Manager of Performance Marketing and Manager of Enrollment Marketing and Alumni and Parent Communications.
• Participate in tactical execution of all marketing campaigns, which includes:
  • Soliciting cross-promotional partnerships for marketing support or sponsorship opportunities
  • Working with designers to produce digital and print collateral
  • Drafting marketing copy for email, web, advertisements, brochures, radio, and other assets
  • Placing digital and print advertising, including execution of Facebook and Instagram ads and Google search ads
  • Creating promotional emails using WordFly
  • Working with mailhouse to execute promotional mailings
• Direct Manager of Enrollment Marketing in execution of enrollment marketing campaigns, provide guidance on communications and events for alumni and parents (ex. alumni newsletter, monthly Office Hours event).
• Direct Manager of Performance Marketing in creation of annual performance marketing plan, provide feedback on ticket pricing, creation of annual season brochure.
• Develop and implement strategies to develop new audiences and build loyalty among existing audiences, including audience segmentation strategy for direct mail and digital marketing.
• Oversee front-of-house guest experience ensuring excellent customer service, including coordination with ushers, box office, etc.
• Attend performances

QUALIFICATIONS AND EXPERIENCE

Candidates should have at least seven years of experience in marketing. Familiarity with music, dance, and the performing arts is strongly preferred, and a desire to learn quickly about them is essential. In addition, the Colburn School is looking for the following qualities:

• Track record of planning, forecasting, achieving and exceeding income goals, preferably for an education or performing arts organization.
• Ability to manage multiple deadlines and large volumes of information and detail.
• Knowledge of and experience with all marketing channels (print, digital, radio, email, web, etc.).
• Strategic thinker who can implement on a tactical level when needed.
• Ability to drive projects from conception to completion independently.
• Strong interpersonal, team and leadership skills; tact and flexibility in working with diverse population groups.
• Experience managing, mentoring and supervising staff; ability to lead through influence as well as authority.
• Knowledge of Tessitura and ASAP highly desirable.
• Excellent organization and time management skills and ability to work in fast-paced environment.

Experience

• 7 - 10 years: Experience in marketing.

• Familiarity with music, dance, and the performing arts is strongly preferred.
• Knowledge of and experience with all marketing channels (print, digital, radio, email, web, etc.)
• Experience managing, mentoring and supervising staff
• Knowledge of Tessitura and ASAP