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Ass't Producer Digital Audience Engagement

The Saint Paul Chamber Orchestra uses video streaming and other digital media to share concerts with more people in Minnesota and beyond. Under immediate supervision of the Executive Producer of Digital Media, the Assistant Producer for Digital Audience Engagement supports this initiative and the SPCO’s other strategic imperatives. In particular, the Assistant Producer for Digital Audience Engagement focuses on the engagement and expansion of the online Concert Library audience through digital analytics, testing, and experimentation. The Assistant Producer for Digital Audience engagement is the SPCO’s editorial lead for organic digital content channels, including social media.

The Assistant Producer for Digital Audience Engagement works to:
  1. Increase Concert Library Visits from Minnesota (primary metric) using digital advertising, organic social media, original content, email marketing, and other tools.
  2. Increase the number of registered Concert Library users (secondary metric).
  3. Increase the number of monthly return visits.
  4. Increase donations from Concert Library users, in collaboration with the Development department.
This is a hybrid work position, with some on-site work required at locations including the SPCO’s downtown Saint Paul offices and performance venues around the Twin Cities area.

Primary Functions and Responsibilities include, but are not limited to:
DIGITAL CONTENT PRODUCTION AND ORGANIC SOCIAL MEDIA
  1. Create Internet content that increases Concert Library audience activity as measured by sessions from Minnesota and other metrics. Closely track the performance of all content.
  2. Quickly and accurately write compelling copy for a variety of audiences and destinations.
  3. Work with internal and external content contributors ranging from orchestra musicians to web designers. Edit and proofread content from a variety of sources. 
  4. Provide expertise and guidance to content contributors within the SPCO organization through training, style guides, and informal feedback.
  5. Working with colleagues including the Assistant Producer for Digital Projects, release audio and video content through the SPCO’s content management systems, YouTube, and other channels.
  6. Maintain and update content calendars and participate in tracking of the status of Digital Media projects.
  7. Develop and encourage social media engagement by the SPCO audience. Respond to public post comments in a timely manner, consistent with the SPCO’s digital media style guide. Ensure that social media direct messages receive a timely response by Marketing/Ticket Office staff.
  8. Track performance of the SPCO’s organic social media activity, experiment, and make improvements based on data.

MEASUREMENT AND ANALYTICS
  1. Use Google Analytics, surveys, and other measurement tools to deeply understand the Concert Library audience.
  2. Use A/B tests and other experimental approaches to optimize the Concert Library’s user experience, content, email marketing, and social media in order to expand and engage the Concert Library audience.
  3. Regularly report on Concert Library audience size and demographics, content performance, experiment results, and observed audience trends.
  4. Draw from audience data and observations to identify new opportunities for the SPCO to be more valuable to its digital audience.
  5. Serve as the primary internal contact for digital audience analytics tools including Google Analytics.

CONCERT LIBRARY ADVERTISING, EMAIL, AND OTHER CHANNELS
  1. Increase audiences for Concert Library performances and other initiatives through successful use of digital advertising.
  2. Closely monitor advertising performance, continually testing and adapting advertising tactics based on data.
  3. Maintain and update digital advertising budgets, plans, calendars, and creative.
  4. Produce email marketing and mobile push messages for the Concert Library.
  5. Develop and implement tactics to increase user registration for the Concert Library audience.

LIVE PRODUCTIONS
  1. During live concert streams, monitor audience metrics and engage with the SPCO digital audiences through social media in real time. Monitor the technical performance of the live video stream (e.g. buffering or dropped connections).
  2. Produce livestream enhancements, such as chats and moderated post-concert artist panels.
  3. The Assistant Producer is required to be on site during livestream events.

OTHER
  1. Work collaboratively and successfully with outside resources including design/development firms and consultants.
  2.  In collaboration with the Development team, create, measure, and test approaches to seek philanthropic support from Concert Library users.
  3. Share expertise with colleagues including the Patron Development Department on digital techniques including search-engine optimization, A/B testing, etc.
  4. Provide administrative support of the Digital Media budget process, including preparing project budgets and check requests, and assisting with the preparation of budget forecasts. Track spending in digital advertising and other directly managed budget areas, ensuring that spending is within approved budgets.
  5. Performs other duties as apparent or assigned.


SPCO Core Attributes
All employees of The Saint Paul Chamber Orchestra must possess and demonstrate the following core attributes in the execution of their work. 
 
Collaborative
Commitment to Service and Quality
Empathy
Humility
Integrity
Intellectual Curiosity 

Required Qualifications
  • Bachelor's degree or equivalent combination of education and experience
  • Strong analytical skills and ability to translate data into actionable insights
  • Strong organizational and project management skills, attention to detail, and reliability
  • Ability to work under deadline and performance pressure and manage multiple projects simultaneously
  • Strong written and verbal communication skills, content sensibility, and editorial judgment
  • Strong interpersonal skills; ability to effectively interact with artists, staff, vendors and external partners
  • Strong professional communication skills including successful and appropriate use of email and other communication tools.
  • Fluent computer skills including Microsoft Office
  • Working knowledge of Adobe Photoshop, Adobe Premiere Pro, and Google Analytics.
  • Ability to climb steep, narrow grate-type stairs and cross a catwalk bridge at high heights 
  • Ability to lift and carry approximately 50 pounds, at times frequently
  • Valid driver’s license, current auto insurance and clean driving record
  • Regular access to a clean and safely functioning vehicle suitable for transporting equipment to and between venues
  • Must be a resident of the state of Minnesota and have ability to work onsite as needed for productions
  • Must pass a criminal background check
Desired Qualifications
  • Prior professional experience in digital media, digital marketing, digital analytics, or other relevant fields.
  • Enthusiasm for and appreciation of the classical music art form and digital media
  • Knowledge of other Adobe Creative Suite products (particularly Audition, Illustrator, and Lightroom)
  • Schedule flexibility, especially during the concert season when most performances are scheduled for evenings and weekends
  • Ability to read music

A professional creative writing sample will be required as part of your application materials. Please upload along with resume and references.