The Nut Tree is a 71 acre mixed use shopping center, amusement park, and event center project. The Marketing of the Nut Tree will be accomplished in five distinct components of the Project. The Marketing Director shall integrate all facets of Marketing at the Project into one, consistent high quality brand, and maximize the marketing impact of each component through the promotion and development of the greater Nut Tree brand. A very entrepreneurial and aggressive person who can handle a multitude of tasks is sough for this job. DO NOT APPLY IF YOU DO NOT HAVE DIRECT EXPEREINCE FOR THIS TYPE OF POSITION.
Retail Center. Phase 1, a 30 acre, 292,000 square foot retail power / lifestyle center.
- Nut Tree Plaza. A 1.8 acre amusement area with a train and carousel ride.
- Harbison House Museum & Event Center. A 3.2 acre area with 6 different indoor event rooms (500 sf to 5,000 sf) and several outdoor event areas to handle corporate vents and wedding / celebratory functions.
- Special Events Area. A 60,000 s/f outdoor special events area in order to drive revenue and visitation to the Nut Tree.
- LED Reader Board. A 12' x 26' HD Quality Led Reader Board which will be located on one of the Nut Tree pylon signs on Interstate 80 Freeway where 66 million passengers travel annually.
MANAGEMENT RESPONSIBIILITIES.
- Spokesperson. Serve as Project Spokesperson in coordination and approval by SGM.
- Supervision. Directly supervising the Marketing Coordinator and the Administrative Assistant (50% shared with property management) to implement tactics and tasks consistent with this position description.
- Leasing Marketing Activities. Coordination with our Leasing Group to understand marketing activity and any specialty leasing. Meet with Leasing to determine collateral needs for the Project leasing program.
- Monthly Reporting. Prepare a monthly Marketing Report to be included in the General Manager's Monthly Asset Management Report.
- Trademark Usage. Management of all Nut Tree trademarks in conjunction with the Trademark license granted by the City of Vacaville.
- Community Outreach. In conjunction, meet with City officials and local business groups, including Chamber of Commerce. Attend community events.
- Travel & Tourism Promotion. Obtain memberships in local and regional travel and tourism organizations including bus tours. Attend tradeshows, ICSC conferences, and travel industry events.
MARKETING -TASKS
Overall
- Business Plan. Creation and implementation of an Annual Marketing Business Plan for all of the venues listed below by August 31 of each calendar year.
- Budget. Creation and implementation of an Annual Marketing Budget for all of the venues listed below.
- Customer Information. Initiate quarterly client and market research studies and utilize them in Project's planning process.
- Competitive Analysis. Research and document competitive properties marketing programs, strengths and weaknesses to enhance competitive advantage for the Project.
- Trade Associations. Maintain on-going presence in the community and with trade associations to promote the property and the Company.
- Events. Work with Company staff and outside consultants for the creation, scheduling and coordination of events, including large events, small events and signature events.
- Sponsorships. Develop partnerships with key local and regional organizations that can benefit from the Projects marketing exposure.
- Public Relations. Hire PR firm and coordinate public relations. Manage integration with DTS Egidio, current entitlement PR consultant.
- Graphic Standards. Work with Westrust Graphic Designer, Greg Moraes, to consolidate all current Nut Tree graphic applications into one coherent graphics standards manual.
- Media. Manage interviews and approve all Press releases. Manage creation and delivery of all communications. Develop and solidify constructive working relationships with media, community figures, and local government entities to increase center visibility.
- Website. Maintenance and re-branding of the "Nut Tree USA" website.
1. Retail Center
- Tenant Marketing Fund. Implement a new strategy to assure tenants within Nut Tree village participate in a newly created sales performance based marketing Fund to help offset Project marketing costs.
- Merchant Meetings. Conduct Merchant Meetings quarterly and issue a monthly Merchant newsletter.
- Project Directory with Coupons. Oversee design, content, printing and distribution on a quarterly basis.
- Tenant Surveying. In conjunction with the Senior GM, interview all Project tenants to receive feedback on their business success, and their marketing desires for the Project.
2. Nut Tree Plaza
- Advertising & Radio. Manage external creative and production agencies to promote NTP to the public.
- Rack Card. Oversee design, content, printing and distribution on a quarterly basis.
3. Harbison House Museum & Event Center
- Competitive Analysis. Study all competitive options, prepare an analysis of weighted offerings, and suggest a pricing plan.
- Brochure. Develop the printed material to promote the HHMEC.
- Advertising & Radio. Manage external creative and production agencies to promote the Special Events Area to the public.
4. Special Events Area
- Advertising & Radio. Manage external creative and production agencies to promote the Special Events Area to the public.
- Events. Arrange and organize event functions, including but not limited to:
- Farmer's Market.
- Pony Rides.
- Pumpkin Patch.
- Christmas Tree Farm.
- Food & Wine Jubilee
5. LED Reader Board
- Business Plan & Budget. Creation and implementation of an Annual Business Plan for the pylon-based Reader Board by November 2009 and put into operation by Summer 2010. Close coordination with City of Vacaville will be required.
- Competitive Analysis. Research and document competitive reader board including rental charges, expense charges, strengths and weaknesses to enhance competitive advantage.
- Brochure. Develop the printed material to promote the Reader Board.
- Leasing Agent. Work with the Advertising leasing agent to promote an advertising program consistent with the Nut Tree brand.
END
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