CANDIDATE
PENNYMARIA JACKSON
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DIRECTOR OF MARKETING & COMMUNICATIONS
PROGRAM AGENDA
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ACT ONE
WORLD BUILDING
ACT TWO
CHARACTER DEVELOPMENT
ACT THREE
FUTURE CYCLES
ACT ONE
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WORLD BUILDING
STATE OF BEING
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WELLNESS CHECK-IN
Please take a moment to close your eyes and look within.
In one word, how are you feeling today?
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Using the chat window, please share your word with the group.
LAND RECOGNITION
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WHO STEWARDED THE LAND YOU’RE ON?
Click the link in the chat to discover the answer to this question.
Feel free to recognize any native inhabitants
of your current home, a previous home, or your birthplace.
INTRODUCE YOURSELF
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USING THE CHAT FUNCTION, PLEASE SHARE THE FOLLOWING:
Name | Nickname
Pronouns
Position
Whose land you are on, are you from?
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PennyMaria | PM
she | her
Director Of M&C Candidate
Lenape land by way of Taino land
ACT TWO
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CHARACTER DEVELOPMENT
ART AS TRANSFORMATION
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CENTERING COMMUNITY
Family & friends, artistic outings + professional associations including
Association of Performing Arts Professionals (APAP)
+ Women of Color in the Arts (WOCA)
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ARTISTIC EXPERIENCE
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IMPACT AT STORIED INSTITUTIONS
THE APOLLO, ALVIN AILEY, HARLEM STAGE
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PERSONAL VALUES & MISSION STATEMENT
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Utilizing the power of the arts as a driving force,
PennyMaria is dedicated to bridging the gap
between cultures for decades to come.
LEADERSHIP STYLE
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Visionary Democratic
Authoritarian
ACT THREE
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FUTURE CYCLES
THEORY OF CHANGE
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OSF IN 2030
Take a moment to peak at OSF in the future.
In one word, please describe what the organization will look like
when it is successfully meeting its mission in all capacities.
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Type your word into the chat but DON'T share yet.
When I say "GO," hit the enter or send button.
VISION FOR OSF
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OSF in 2030
International Leader in World Class Theater
Physical Manifestation of Societal Transformation
Equity + Inclusivity Occurs Naturally
Recognized as Global Changemakers
Invaluable experiences for artists
Trained the Next Group of Theater Professionals
Ushered in a New Generation of Ticket Buyers
Physical Manifestation of Societal Transformation
Equity + Inclusivity Occurs Naturally
Recognized as Global Changemakers
Invaluable experiences for artists
Trained the Next Group of Theater Professionals
Ushered in a New Generation of Ticket Buyers
BRAND EXPERIENCE
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ASSESSMENT
Establish Baseline with Surveys + Focus Groups
Collect feedback from members and non-members,
staff, community members + agencies
GOAL
Embodies Boldness
In both presence and style
Centers Inclusivity
Consistently and organically
Generates Unforgettable Immersive Experiences
For artists and audiences
From every communication touch point
Prior to, during + after performances
In both presence and style
Centers Inclusivity
Consistently and organically
Generates Unforgettable Immersive Experiences
For artists and audiences
From every communication touch point
Prior to, during + after performances
KEY PERFORMANCE INDICATORS
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SIGNS OF SUCCESS
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Social Media Engagement
with current audience + new audiences (look-a-likes + top of funnel) Conversion Rate Organic Traffic Website Visitors Ticket Sales |
Customer Acquisition Cost (CAC)
Return on Investment (ROI) Customer Retention Lifetime Value of a Customer (LTV) Word of Mouth Publication Presence & Inclusion |
MARKETING & COMMUNICATIONS TEAM
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KEY COMPETENCIES
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SKILLS
Proven Experience in Position
Software + Platform Knowledge Project Management Data Collection + Analysis Audience Segmentation Creative Multimedia Storytellers Aesthetic Values Technologically Forward Mindset w AR/VR Interests Spirit for Research + Reporting |
CHARACTERISTICS
World Builders
Adaptable + Innovative EDI Lifestyle Relationship Builders Unwavering Customer Service for all to foster a welcoming environment Resourceful, Independant Leaders Understanding of Best Practices Knowledge of Industry Trends Strong Negotiators |
STRATEGIC PLAN
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PHASE ONE | 2021 - 2023
Audiences
Sustain + Deepen Current Connection
Build New Relationships Digitally
Generate Department Development
Identify Ares of Improvement
Establish Team Protocols
Solidify Brand Guidelines
In Communications + Experientially
Plan for Brand Expansion
Expand Community via Relationships
Community + Regional
Theaters + Businesses
Reference + Launch Research Initiatives
Wallace Foundation, WolfBrown...
Data Aggregation, Partnerships
Sustain + Deepen Current Connection
Build New Relationships Digitally
Generate Department Development
Identify Ares of Improvement
Establish Team Protocols
Solidify Brand Guidelines
In Communications + Experientially
Plan for Brand Expansion
Expand Community via Relationships
Community + Regional
Theaters + Businesses
Reference + Launch Research Initiatives
Wallace Foundation, WolfBrown...
Data Aggregation, Partnerships
STRATEGIC PLAN
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OVER THE NEXT DECADE...
GOAL (Vision for 2030)
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2022 - 2024
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2024 - 2026
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2026 - 2028
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2028 - 2030
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STRATEGIC PLAN
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ACHIEVEMENT PHASE | 2030
CELEBRATE + RESTRATEGIZE
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EVALUATION OF SUCCESS
RUBRIC
COLLABORATIVE EFFICIENT M&C DEPARTMENT
Dynamic team that leads with agency
Can support team members responsibilities if needed
PRACTICE SANKOFA MODEL
Strategically moving forward while honoring the past
Create community by highlighting artists, patrons, staff
EFFECTIVE CAMPAIGNS
Cultivating existing + converting new ticket buyers
Exceptionally low budget allocation for CAC
as organic traffic yields high ROI
from strategies implemented throughout the decade
GLOBAL AUDIENCE
Recognized as a destination theater (physically + virtually)
Includes national, regional + local patrons
Spans age range, and various other audience segments
Continually connected to audience via website, O!, email, social media + snail mail
ARTISTICE HAVEN
Nurturing to artists who return throughout their career
New productions, new work
Boundless opportunities for cultural collaborations
INTENTIONAL BRAND
Agenda Setting Themes
Highlight Artistic Director's Themes
Attention grabbing brand with eye-catching and thumb stopping content
Prominent + Easily Identifiable
Thorough + experience based
Associated with global futurism
MAJOR PARTNERSHIPS
Competitive sponsorship offers for season and each production
Travel Partners: airlines, car services, Hotels
Cultural Partners: Festivals that align with productions
Civic Partner: government, grassroots groups, local stakeholders
FULL IMMERSIVE EXPERIENCES
Leader in exemplary experiential marketing
Trendsetter for integrated performance experiences + AR/VR technologies
Dynamic team that leads with agency
Can support team members responsibilities if needed
PRACTICE SANKOFA MODEL
Strategically moving forward while honoring the past
Create community by highlighting artists, patrons, staff
EFFECTIVE CAMPAIGNS
Cultivating existing + converting new ticket buyers
Exceptionally low budget allocation for CAC
as organic traffic yields high ROI
from strategies implemented throughout the decade
GLOBAL AUDIENCE
Recognized as a destination theater (physically + virtually)
Includes national, regional + local patrons
Spans age range, and various other audience segments
Continually connected to audience via website, O!, email, social media + snail mail
ARTISTICE HAVEN
Nurturing to artists who return throughout their career
New productions, new work
Boundless opportunities for cultural collaborations
INTENTIONAL BRAND
Agenda Setting Themes
Highlight Artistic Director's Themes
Attention grabbing brand with eye-catching and thumb stopping content
Prominent + Easily Identifiable
Thorough + experience based
Associated with global futurism
MAJOR PARTNERSHIPS
Competitive sponsorship offers for season and each production
Travel Partners: airlines, car services, Hotels
Cultural Partners: Festivals that align with productions
Civic Partner: government, grassroots groups, local stakeholders
FULL IMMERSIVE EXPERIENCES
Leader in exemplary experiential marketing
Trendsetter for integrated performance experiences + AR/VR technologies
THANK YOU.
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QUESTIONS?
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