RFP: Marketing Consultant, National Music Education Outreach

Carnegie Hall - New York - Part time

Submission Contact 

Sara Villagio, Chief Marketing Officer 

Carnegie Hall 

Attn: Sara Villagio

881 Seventh Avenue 

NY, NY 10019 

E: svillagio@carnegiehall.org

P: 212-903-9620

Overview

Carnegie Hall seeks a marketing consultant to develop a long-term marketing strategy and launch an initial acquisition campaign in July 2019 to reach music educators and elementary school educators. The consultant’s primary task will be to establish the marketing strategy for the free, national, digital expansion of Musical Explorers, a program of the Weill Music Institute at Carnegie Hall for students in grades K–2.

Background

For more than a century, New York City’s Carnegie Hall has set the international standard for excellence in performance. Its walls have echoed with applause for the world’s most outstanding classical music artists, just as they have for the greatest popular musicians and the many prominent dancers, authors, social activists, and world leaders who have appeared on its stages. Today, the venue remains a preeminent concert hall and a vital, active cultural destination for performers and audiences alike.

The Weill Music Institute (WMI), the education and social impact arm of Carnegie Hall, produces a variety of music programs in NYC, across the country, and around the world, including Musical Explorers, a curriculum for students in grades K–2. Musical Explorers has been offered for more than 10 years as a free resource. Through the curriculum, students explore a diverse range of musical genres found in New York City neighborhoods. Basic music skills are developed in classrooms as children learn songs from different cultures, reflect on their communities, and develop singing and listening skills. More information about Musical Explorers can be found at the Carnegie Hall website, carnegiehall.org/MusicalExplorers.

Currently Musical Explorers annually reaches 22,000 students and educators through local and national partnerships. For the first time, the program will be offered to educators across the country as a free, fully digital experience that includes a digital curriculum; audio and video resources; and professional- development workshops. Through the development of a digital curriculum, the program aims to expand its reach to 1.6 million students and educators over the course of a 10-year period, with scaled incremental goals each year. The target audience includes both music educators and general educators.

Project Scope

Working closely with the Chief Marketing Officer; the Manager and the Assistant Director, Learning & Engagement; the Marketing Manager, Education & Social Impact; the project manager; and other stakeholders, the consultant will

  • develop a long-term marketing, outreach, and recruitment strategy for the digital expansion by identifying target market segments; crafting key positioning; detailing a competitive analysis for reference; identifying the marketing strategy; outlining a marketing budget, campaign, and outreach timeline; and defining (in collaboration with Carnegie Hall key stakeholders) measurable metrics for success
  • create multi-channel marketing and recruitment plans encompassing digital, social, direct mail, conference exhibition efforts, and other marketing mediums as necessary
  • create an initial campaign and an outreach timeline to execute in July through September 2019 that results in the acquisition of 1,125 educators
  • design marketing efforts that target different market segments, including music and classroom teachers, principals, and district-level administrators
  • craft key messaging and product positioning for multi-channel, segmented audience communications and marketing collateral
  • develop and refine strategies to retain and deepen ongoing participant engagement
  • identify and pursue strategic opportunities for marketing partnerships
  • provide thoughtful recommendations to support both ongoing, sustainable growth, and retention of program participants, scoping a five-year marketing timeline
  • gather, collect, and communicate customer insights to inform the long-term product development
  • collaborate with key project stakeholders to align work across Carnegie Hall departments
  • Requirements

  • At least six years of proven experience in developing comprehensive, multi-channel marketing
  • Culturally responsive, superior communication and interpersonal skills
  • Highly developed creative and analytical methods with an aptitude for marketing and advertising opportunities
  • Strong copywriting and editing abilities for all platforms, including email, social media, print media, brochures, and advertising
  • Knowledge of the education landscape, and arts education specifically
  • Passion for and commitment to Carnegie Hall’s mission and values
  • Anticipated Selection Schedule

  • March 1, 2019: Proposals due
  • March 4–14, 2019: Proposal review
  • March 15, 2019: Selection confirmed
  • Project Timeline

  • March–April 2019: Onboarding and strategy development
  • April–June 2019: Campaign development
  • July–September 2019: Campaign execution
  • October–December 2019: Campaign assessment and revisions; final report
  • Ongoing contract to be determined by Carnegie Hall
  • Proposal Elements

    A proposal must, at a minimum, include 

  • description of the consultant or firm including a general overview of the experience and credentials of any and all team members
  • one-page narrative outlining the consultant’s or firm’s strengths and distinguishing skills or capabilities as they might relate to Carnegie Hall’s Weill Music Institute and the Musical Explorers digital curriculum and expansion project
  • representative selection of social media ads, email marketing, video content, direct response material, and any other relevant collateral to showcase the consultant’s work
  •  proposed fee (Note: this will not require a full-time commitment.)
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    Role

    Marketing

    Experience Level

    Senior Level

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