OBJECTIVE: Serve as an in-house marketing expert and marketing liaison for the managers of COSI programs to support them with the growth of their audiences to develop effective marketing campaigns to help them reach their attendance and revenue goals, and support COSI’s overall institutional strategic goals.
ESSENTIAL JOB FUNCTIONS include, but are not limited to:
1. Develop and execute multiple marketing campaigns to support a variety of earned revenue programs – many of which occur simulataneously to different audience segments. Bundle COSI programs and products by audience segments when appropriate, focusing on the following segments: Teachers & Students, COSI Members, Teens, Families, Adult Learners and Scout Leaders.
2. Work closely with the Programs Managers on the development of product offerings including the packaging, pricing and messaging to create and offer target-audience-oriented program offerings. Product development should be based on sound understanding of the target audience – insights that will be gained through primary and secondary sources, working closely with COSI’s Center for Research and Evaluation.
3. Tool development – develop tools and tactics that uniquely address the needs of different audience segments. Experiment with and test new concepts, especially digital, to reach traditional and nontraditional audiences. Manage the development of marketing materials both printed and electronic including monthly e-news, collateral materials such as educators catalogs, program catalogs, postcards, hot cards, flyers, etc. Work with both internal and external resouces to create these materials.
4. Provide data and data analysis from Marketing analytic sources to the Programs Managers to help in decision making for targeting, product development and use of marketing funds.
5. Develop and manage the budget/investment in Programs Marketing in partnership with the Programs and Marketing Divisions. Report regularly on the status of the budget.
6. Leverage marketing resources of program partners and affinity groups to better reach niche audiences. Efforts may include promotional materials, blogging, cross-linking, social media, etc. Create materials and campaigns that are mutually beneficial and help foster deeper relationships with community partners.
Accountability #1 –Assure successful Core Operations and Offerings: Serve at the key Marketing manager for COSI’s programs, working closely with Programs Division Managers. Support the obtainment of earned revenue for COSI programs by creating marketing campaigns that align with COSI’s strategic priorities, institutional communication priorities, and business goals
Accountability #2 – Key Audience Development: Work with Program Directors, who are responsible for developing programs and content, to expand COSI’s audience reach beyond the core, particularly in the areas of Teens, Adults and Early Childhood Caregivers to create effective and efficient marketing campaigns.
Accountability #3 - Enterprise Projects: Provide marketing support COSI’s efforts to secure education-based contract services, i.e. school contracts, ECE professional development contracts, workforce development, etc. Work closely with the Programs Managers to pursue these contracts to provide them with the marketing support necessary to win these projects.
Accountability #4 – Early childhood marketing and positioning and growth - Support the marketing of ECE programs to adult/parent care-givers to increase the overall participation level for these programs, especially with non-Members; create opportunities for engagement with loyal vistiors and Members who visit little kidspace, assist in the positioning and branding of COSI’s ECE efforts in partnership with the ECE Team, Marketing and Membership Teams. Oversee the deployment of the positioning through all ECE related materials and efforts.
Accountability #5 - Institutional marketing support – As a member of the Marketing Team, work on projects that support COSI’s institutional marketing efforts, including but not limited to, general writing, editing, content development and editing, etc. This accountability would also encompass managing approximately one institutional marketing campaign per year.