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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
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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


KEY PERFORMANCE INDICATORS

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SIGNS OF SUCCESS

Social Media Engagement
with current audience
 + new audiences
(look-a-likes + top of funnel)


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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

SKILLS
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Proven Experience in Position

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Software + Platform Knowledge

Project Management

​Data Collection + Analysis

Audience Segmentation 

Creative Multimedia Storytellers​

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Aesthetic Values

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Technologically Forward Mindset
w AR/VR Interests

Spirit for Research + Reporting
CHARACTERISTICS
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World Builders
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Adaptable + Innovative
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EDI Lifestyle

Relationship Builders
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Unwavering Customer Service
for all to foster a
welcoming environment

Resourceful, ​Independant Leaders
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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

STRATEGIC PLAN

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OVER THE NEXT DECADE...

GOAL (Vision for 2030)



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​2022 - 2024
​2024 - 2026
​2026 - 2028
​2028 - 2030

​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

THANK YOU.

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QUESTIONS?

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​Connect

© 2021 PennyMaria Jackson. All rights reserved.
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