Gainsborough’s House
Facing the Future

Project Summary

Facing the Future is a project which aims to build on the success of the previous National Lottery Heritage Fund supported project that delivered the redevelopment of Gainsborough’s House 2019–22. The project funding from National Lottery Heritage Fund will be used to ensure Gainsborough’s House has the right resources to broaden current audience profiles and in turn increase visitor numbers to ensure long-term fiscal resilience.

Scope of Work for Freelance Marketer at Gainsborough’s House

Objective for the role
The primary objective of the Freelance Marketer is to develop and execute a comprehensive marketing strategy that will significantly increase the number of visitors to Gainsborough’s House. The strategy should target both existing and new audiences, leveraging various marketing channels while ensuring cost-effectiveness.

Location & time commitment
This contract is for one day per week. This is a hybrid role, although desk space is available. The successful candidate will be expected to attend onsite meetings when required and must have their own laptop.

Deliverables

• A comprehensive marketing strategy and action plan.
• Updated marketing contact lists and identification of new publicity avenues.
• Quarterly marketing impact reports.
• Regular press adverts and media placements.

Reporting

• The successful candidate will report directly to the Events & Marketing Manager and collaborate with the Front of House team, Executive Director and Development Manager when required.

Responsibilities

1. Marketing Strategy and Action Plan Development

• Develop a clear and detailed marketing strategy and action plan focused on increasing visitor numbers.
• Identify and segment target audiences, including local, regional, national, and international visitors.
• Outline specific marketing tactics and campaigns to reach these audiences effectively.

2. Review and Update of Marketing Contact Lists

• Audit all existing marketing contact lists and databases to ensure information is current and accurate.
• Identify gaps in existing contacts and propose strategies to expand the reach of Gainsborough’s House marketing efforts.
• Research and compile new avenues for distribution and publicity, focusing on cost-effective options (e.g. online platforms, community outreach, and partnerships).

3. Work closely with Events & Marketing Manager to support

• Assist in developing targeted marketing campaigns for upcoming events at Gainsborough’s House.
• Work with the team to utilise a variety of marketing channels and to monitor analytics.
• Tailor messaging to attract new audiences and re-engage existing ones. 

4. Front of House Support for Post-Code Data Collection

• Devise systems to assist Front of House staff in collecting and recording data from visitors including postcode data.
• Analyse the collected data to understand the geographical reach of current marketing efforts.
• Provide recommendations on how to target underrepresented areas.

5. Quarterly Marketing Impact Report

• Prepare a quarterly report outlining the impact of marketing activities.
• Include data on visitor numbers, campaign effectiveness, and key performance indicators (KPIs).

6. Advertising

• Using audience data, identify appropriate publications to advertise Gainsborough’s House as well as specific events and exhibitions.
• Create advertising material to align with Gainsborough’s House brand and messaging.
• Liaise with media contacts to secure advertising placement and coverage in relevant outlets. 

Term

We are looking for someone who can start immediately. The engagement will be ongoing for one year and potential extension of the post will be subject to funding. Note: This scope of work is subject to revision based on the evolving needs of Gainsborough’s House and its marketing objectives.

Rate

£150–180 per day and will be paid monthly on receipt of a satisfactory invoice.

How to Apply

Please send your covering letter and CV including contact details of 2 independent referees to polly@gainsborough.org

Closing date: 23 September 2024

Interviews: 30 September 2024

Start date: w/c 7 October 2024

Proposed timescale & milestones for marketing