- Marketing and Creative Services
- Reports To:
- Editorial Director, Creative Services
- Full Time
Since 1891, Carnegie Hall has set the international standard for musical excellence as the aspirational destination for the world’s finest artists. The Hall presents a wide range of performances each season on its three iconic stages, including concert series curated by acclaimed artists and composers; orchestral performances, chamber music, new music concerts, and recitals; and the best in jazz, world, and popular music. Complementing these performance activities, Carnegie Hall’s Weill Music Institute creates extensive music education and social impact programs that annually serve more than 800,000 people worldwide, playing a central role in fulfilling Carnegie Hall’s commitment to making great music accessible to as many people as possible.
Since its landmark building closed to the public in March 2020 due to the COVID-19 pandemic, Carnegie Hall has actively continued to serve its audiences in New York City and beyond through established and newly created digital initiatives. In April 2020, the Hall launched new online series—including Live with Carnegie Hall and Learn with Carnegie Hall—connecting leading artists and audiences digitally with original programming that has included music, conversation, and behind-the-scenes perspectives, streamed for free via the Hall’s website and social media channels. Most of the Hall’s core educational programming has also pivoted to digital throughout this period with innovative programs engaging with families, educators, community members, and aspiring young musicians at home through live, interactive workshops and sessions as well as free on-demand content.
The Marketing Copywriter is responsible for crafting compelling, accessible, and authentic messaging to engage with and expand Carnegie Hall’s in-person and online audiences. Copywriting needs include web, email, online platforms, social media and print communications; a working knowledge of search engine optimization is also key. A digital-first approach and understanding is essential. This role reports to the Editorial Director and works closely with the Chief Marketing Officer to determine tone, style, and key messages.
The ideal candidate has a firm grasp of, enthusiasm for, and creative approach to copywriting, particularly for direct-response marketing. They employ a warm, friendly, approachable yet tactical, and engaging writing style. They also ensure consistent messaging across appropriate platforms, while also being mindful of best practices and intended audiences. Audiences include music aficionados as well as more casual listeners.
The Marketing Copywriter is expected to work cross-departmentally to satisfy all institutional copy-related goals and assess the overall effectiveness of messaging in a way that provides actionable direction to stakeholders. They directly liaise with the Chief Marketing Officer for overall brand strategy; collaborate with members of the Marketing and Visitor Services, and Digital Content & Engagement (DCE) departments; and adhere to brand guidelines established by the Creative Services team. They are also a successful and skilled project manager, able to navigate simultaneous deadlines and projects.
Writing samples (short- and long-form) that represent a variety of media and target audiences are required as part of the application process.
- Craft compelling and authentic direct-response messaging and copy across the organization’s online platforms and print mediums in support of subscription and single ticket sales, online programming, and general audience engagement.
- Collaboratively brainstorm and draft marketing taglines and programming titles that are content-appropriate and speak to a variety of target audiences.
- Possess a robust knowledge of music and marketing approaches to recommend and assist in determining what tone or message points will best achieve the specific goal of a project, whether ticket sales, online viewership, overall branding, education and social impact, or institutional messaging.
- Identify and execute online copywriting needs, including robust multi-channel campaigns, targeted promotions, and institutional and brand-based messages.
- Write marketing and sales copy for online and print platforms:
- Identify the correct tone and key pitch points.
- Write concise event descriptions or key message points for each of the concerts Carnegie Hall presents each season, as well as similar descriptions or message points for subscription series.
- Write promotional copy for ticketed events that are open to the public with target audiences that range from children and their caretakers to young musicians and educators.
- Draft online program descriptions and messaging for carnegiehall.org and social media.
- Pinpoint opportunities to repurpose and share existing content and messaging by audience.
- Adopt a test-and-learn approach to optimizing messaging, from calls-to-action to email subject lines to webpage headlines.
- Develop writing and routing production timelines by project, ensuring projects stay on course across teams.
- Develop familiarity with Carnegie Hall’s Brand Writing Guide and Editorial Style Guide, as well as the various audiences whom Carnegie Hall serves; assist Creative Services in evolving and updating the Brand Writing Guide as necessary.
- Minimum five years professional experience, preferably in online and print copywriting environments and platforms, digital strategy, marketing, music, and/or the arts.
- Exceptional writing and copyediting expertise.
- Passion for and commitment to Carnegie Hall’s mission and values, including knowledge of or interest and commitment in deepening knowledge of music of all genres.
- Ability to develop comprehensive, thoughtful direct-response communications strategies for online platforms, including web, email, video, and social media.
- Understanding of digital platforms and search engine optimization strategies; desire to continue to learn and propose new and iterative methods of engaging with audiences online.
- Ability to write effectively about composers, performers, and works across the musical spectrum.
- Proven track record of managing and executing deadline-based projects and initiatives to increase engagements, drive brand awareness, and support revenue initiatives.
- Culturally responsive, superior communication, and interpersonal skills.
- Ability to work with both internal and external stakeholders to achieve the goal(s) of any given initiative or program.
- Impeccable attention to detail and organizational capacity, including project management.
- Excellent time management along with ability to work independently and collaboratively.
- Command of English grammar, spelling, and punctuation.
- Some evening and weekend coverage required.
Carnegie Hall is an equal opportunity employer, committed to diversity and inclusion in the workplace. Decisions concerning employment are made on the basis of an individual’s qualifications to contribute to meeting Carnegie Hall’s needs, and Carnegie Hall is committed not to discriminate against individuals on the basis of race, color, national origin, citizenship, religion, sex (including gender identity, gender expression or status of being transgender), sexual orientation, marital status, familial status, status as a caregiver, status as a victim of domestic violence or sex offenses or stalking, criminal convictions (except where otherwise permitted by law), arrest record, credit history, pregnancy, age, mental or physical disability, veteran or military status, reproductive health decisions, or any other characteristic protected by law.