GlassRoots  |  Newark, NJ  |  Director, Marketing + Development

 
Contributed development and marketing strategy to art glass nonprofit that provides creative and economic opportunities for under-served populations.

Three-year marketing plan – I created a three-year marketing plan for GlassRoots, and worked with staff to begin implementing the plan. Deliverables were an editorial flow calendar with assignments and deadlines for each media channel that tracked to the organization’s strategic plan, as well as event planning templates, sample e-newsletters targeted to GlassRoots’ distinct audiences, guidelines for gauging measurable impacts of marketing and communications objectives, a table of the best times to post to social media and search optimization guidelines for updating web content.

Strengthening the GlassRoots brand – I completed a number of projects including the organization’s first ever annual report. I worked closely with staff and board to develop marketing and communications strategy and implement tactics through the creation of Email marketing and social media campaigns, direct mail and through expansion of community partnerships.

Branding update and branding guide – I updated the organization’s visual brand assets including logo, taglines and graphic styles and wrote and designed a brand guide booklet. The guide is used by staff and volunteers to improve brand identity and recognition across all of GlassRoots’ communications channels as they expand their footprint in the Newark Arts Commons and beyond.

Newark Arts Corridor map – I designed a map of the Newark Arts Corridor as a tool for visitors and to help identify GlassRoots as a Newark Arts Anchor, which will strengthen the brand’s position in Newark and in the region.

Web and social media – I provided recommendations for reorganization of website navigation and content to improve user experience and search engine results. I brought the website into compliance with ADA best practices. I created social media posts and advertising campaigns focusing on each audience segment and supervised program staff and interns in their implementation.

Development strategy and grantwriting – I provided strategies to increase individual donors and improve moves management systems. I wrote grant proposals and reports for funding from the State of New Jersey and private foundations. I spearheaded transfer of organization’s CRM database from eTapestry to NeonCRM.

Board member/Consultant | Montclair, NJ

Studio Montclair is a visual arts nonprofit whose mission is to provide exhibition opportunities and professional development for student, emerging and professional artists, and quality arts education to the broader community. The organization has more than 500 artist members and presents an average of six exhibitions and three public programs per year.

Business development – I advised the board in areas of best practices, marketing, fundraising, grant writing, staffing and policy. I worked with the fundraising committee to craft a sponsorship brochure used to recruit corporate donors. I launched a fee-for-service art education program in line with the organization’s mission priorities and to increase the organization’s earned income streams. I was responsible for writing policy, creating program budgets, hiring teachers, researching grants and providing outreach to potential partner agencies. I also taught art business classes for artists in partnership with Studio Montclair, Peters Valley and other arts nonprofits, and offered workshops in website development for artists.

Strategic planning – In 2015, in anticipation of the organization's 20th anniversary two years later, I guided its board of directors through a series of visioning and planning meetings to develop a strategic plan.

The primary goal for the organization was to build their capacity to sustain a permanent gallery and office space that could also be used for public programs and workshops. As a result of the organization's hard work in implementing the plan, their operating budget increased more than 500%, and memberships grew 40%, in just two years. They are now established in their main gallery and office space, and have two additional galleries.

Grant management – For many years Studio Montclair’s only foundation or governmental funding was through the Essex County Local Arts Grant Program. I identified a number of grants in support of programs and capital projects for which the organization was eligible. I crafted and launched a grants plan that included application deadlines, reporting requirements and fund disbursement schedules. I updated the organization’s boilerplate and submitted grant proposals. I also edited grant proposals written by staff prior to submission.

Consultant

Gallery launch – I provided strategy and support for Clerestory Fine Art, a start-up commercial art gallery in downtown Montclair, New Jersey.

Marketing and communications strategy – I collaborated with gallery owner in marketing strategy and planning, and assisted with outreach to potential commercial partners. I also developed and managed company’s website.

Policy – I offered guidance in the development of gallery policies and contracts such as artist agreements and rental programs.

Director of Communications

As Director of Communications at the Supportive Housing Association of NJ (SHA), I provided communications strategy, editorial direction and public relations for this statewide nonprofit that advocates for affordable community housing with supportive services for people with disabilities and other special needs. I wrote/edited press releases, policy papers, legislative campaigns, OpEds, talking points, weekly news bulletins and managed website content.

Strategic Planning – We hired a consultant to facilitate a one-day planning retreat for board and staff. I compiled all materials and findings from that day into a draft strategic narrative and presented it to the board. I worked in partnership with the board president and executive director to create a tactical plan, complete with goals, tasks, deadlines, and responsible parties.

Rebranding – I drove an organization-wide rebranding effort that included a redesign of all visual brand elements as well as a relaunch of the SHA’s website and integration of social media platforms. Since we served a population with a wide range of abilities, creating a website that met ADA best practices was a high priority.

Meetings and conferences – I assisted with tech and logistics at monthly statewide membership meetings, and coordinated SHA’s annual Supportive Housing Conference, the organization’s annual fundraiser.

Project Manager, Board Member, Artist Representative

Energizing an arts district – Located in Orange, New Jersey, the Valley Arts District is a 15-square-block area designated as an arts-centered enterprise zone. Valley Arts Inc. is a nonprofit organization whose goals are: To inspire the neighborhood to recognize the arts as essential to community health and vitality; to promote and serve individual artists, arts organizations and creative entrepreneurs; and to encourage everyone to participate in arts, culture and creativity as part of everyday life.

Strategic planning – As a board member, I represented artists in the district and provided leadership during a nine-month strategic planning process by facilitating work group meetings, designing artist surveys and formulating recommendations on the basis of the results.

Audience research – At the end of the strategic planning process, I researched how to attract artists to the district and to best serve those who were already engaged. With assistance from graduate marketing students at Seton Hall University, I administered an artist census to determine needs and prioritize programs. I created a database for the organization that comprised artists, educators, collectors, curators, donors and creative entrepreneurs. I expanded the media list to include regional, national and niche media outlets.

Communications – As the umbrella organization for the entire arts district, one of our priorities was providing marketing support for the anchor organizations in the neighborhood, including 30 arts businesses (galleries, theaters, music venues and artist studios). I developed a communications plan to co-promote all the events in the district. I also created marketing campaigns to announce the opening of the Valley Arts Firehouse Gallery and adjoining artist live-work lofts. The campaigns included a direct mail tabloid format poster announcing the opening of the gallery and listing grand opening events; a public transit ad campaign (in NJ Transit trains, buses and stations); and spots on Newark’s jazz radio station, WBGO

Launching a gallery – I was the project manager for the launch of Valley Arts Firehouse Gallery, a recently renovated historic fire station adjoining six artist live-work lofts in Orange, NJ.

I collaborated with the architect in finishing the space, established gallery policies and procedures, extended national calls for artists, and managed artist submissions. I supervised hanging of exhibitions and trained gallery assistants and volunteers in art sales.

I planned exhibitions and recruited artists for gallery’s inaugural year. Our exhibition strategy was twofold: to spotlight artists already affiliated with the arts district and to exhibit work by nationally and internationally known artists to grow awareness of the area outside New Jersey.

Exhibitions:
The Art of Dan Fenelon, 2012
Curator: Gayle Mahoney
Jennifer Levine: Painting the Neighborhood, 2013
Curator: Gayle Mahoney
Mapping Time: Lisa Pressman and Krista Svalbonas, 2013
Curator: Lisa Pressman
Choco: Retazos del Sol (Traces of the Sun), 2013
Curator: Astrid Martinez-Jones
RE:presented NJMAG Members Juried Exhibition, 2013
Juror: Sharon J. Massey
Nuovo Arte: Jeremy Moss and Robert Ramos, 2014
Co-Curators: Robert Ramos, Gayle Mahoney

I also conceived and launched Art at Hat City Kitchen, an exhibition series for emerging artists at a roadhouse-style music venue/restaurant in the Valley Arts District.
Art at Hat City Kitchen – Invitational Group Show, Hat City Kitchen, West Orange, NJ, 2013
Curator: Gayle Mahoney
The Art of Catfish Fridays Women's Art Collective, Hat City Kitchen, 2013
Co-Curators: Toni Thomas, Gayle Mahoney

Deputy Director, Director of Education | Orange, NJ

Exhibition planning, permanent gallery – I worked closely with the gallery director to plan and mount 10+ exhibitions per year in our permanent gallery and offsite in other locations. The director selected artists and hung the work; I managed sales and inventory, calls and submissions, marketing and PR, and scheduling of openings and other programs related to the exhibitions. Six shows a year were devoted to established AU artists, one was an open juried show, one was an invitational “Friends of Arts Unbound” benefit exhibition of AU teaching artists, and the remainder were for grant-based programs that included exhibitions.

Pop-up galleries – I managed the launch of two holiday pop-up galleries in downtown Maplewood, NJ. The project was funded by a U.S. Department of Labor stimulus grant ($150,000 over two years). I managed inventory, trained and supervised store staff, taught product development workshops, led marketing efforts, and managed the grant budgets. I also partnered with the township and local merchants for cross-promotion and coordinated shopping events. In addition to providing a marketplace for our artists and craft artisans, the grant provided jobs for people living with disabilities as part-time store managers and assistants. Additionally, we paid our artists to make products for the store (disperse dye neckties and scarves, jewelry, ceramic ornaments and wall art, and handbound journals). We also carried items made by GlassRoots artisans.
Pop-up gallery sales:
2010 projected: $13,000
Actual: $29,000
2011 projected: $40,000
Actual: $47,200

Promoting artists to increase their income – I provided artist coaching and cultivated partnerships with retailers, architects and developers who installed work by Arts Unbound artists in their showrooms and residential buildings in the New York Metro area. This led to increased visibility and sales.

Custom award plaques – I marketed Arts Unbound's custom awards service through my connections in the supportive housing industry. We provided framed prints with tribute plaques for use as awards at banquets and fundraisers. This resulted in many new partnerships for art placement.

Art licensing and product development – I selected artwork from Arts Unbound artists to be used on manufactured gift products in the Arts Unbound pop-up galleries. Popular items included refrigerator magnets, jewelry boxes and journals.

In 2011 I was invited to speak on two keynote panels at the International Conference on Art and Disability in San Francisco, California, hosted by Creativity Explored, a pioneering art studio and gallery that supports and promotes artists with developmental disabilities.
Topics: 

”Promotional and Earned Revenue Strategies in Arts and Disability”
”Vocational Programs and Career Plans for Artists With Disabilities”

Marketing Manager | Montclair, NJ

Engaging audiences – As the museum’s Marketing Manager, I worked on a number of projects to improve audience engagement at the museum. The Montclair Art Museum (MAM) has many different audiences from diverse backgrounds and a variety of service priorities.

MAM diversity initiative – In the early 2000s, the museum’s patrons and visitors did not mirror the diverse demographics of Montclair and surrounding regions. The Board of Trustees retained a research consultant who organized focus groups and identified two areas where we were failing: The museum was perceived as unfriendly to people of color, and unwelcoming to children.

As a result of these findings, the museum reinvigorated the African American Culture Committee, and resolved to involve them earlier in the process of exhibition and program planning. I expanded our media list to include more publications with diverse audiences. I worked under the advisement of the African American Culture Committee to develop marketing campaigns that better reflected the diversity and interests of our audiences.

Visitor services initiative – I also increased the number and scope of educational resources available in galleries to improve visitor experience and to make children, especially, feel more welcome. I developed exhibition activity materials especially for children, and the museum created an area designated for children’s exhibition-related activities. I established onsite visitor survey kiosks and helped develop cellphone tours. I implemented ADA recommendations for wall labels, document case height and other factors to increase accessibility for people with special needs. Museum guards were retrained to be more friendly and helpful to visitors.

Main entrance reopening – The museum’s structure in relation to available parking caused an awkward flow and confusion about where to enter the museum. The museum obtained a $200,000 grant from the State of New Jersey to address this problem and to make the original main entrance ADA compliant. As ADA compliance coordinator for the museum, I worked closely with the operations department to assess and redesign interior and exterior signage associated with the reopening. This project included installation of a new front portal that addressed ADA needs while also providing climate protection for adjacent galleries. I designed a new exterior banner system for the permanent collection and temporary exhibitions. I supported the Development Department by creating strategies and producing materials to grow museum membership in conjunction with the main entrance reopening.

Branding – A lack of comprehensive brand strategy at the museum resulted in a lack of consistency across promotions, advertising, design and interactive elements. I redesigned the quarterly members’ bulletin into a magazine format and created visual brand guidelines for all print and interactive media.

Website redesign – I managed the museum's website relaunch, forming a website committee with representatives from each department and from the board of trustees. I conducted internal and external surveys to determine department and user needs. I solicited and evaluated vendor bids, making recommendations to the web committee. I set timelines and production schedules with committee and developer and created a campaign to announce the launch of the new site.

Program promotions: I provided marketing support for 17 exhibitions and more than 800 programs, including visual branding for each exhibition; catalogs and educational brochures; editorial, design and production of exhibition panels and wall labels; public relations and promotional campaigns; and interactive materials for website and gallery kiosks.

GlassRoots – I was tasked by the GlassRoots Marketing Committee to update the organization’s visual brand elements and to drive production of the first-ever GlassRoots Brand Guide book. These tools will strengthen brand recognition as they move into their new location and expand programming in the space in the next year.

Nonprofit rebranding – As Director of Communications at the Supportive Housing Association of New Jersey, I developed new visual branding assets and redesigned the organization's website.

Arts Unbound brand assessment – In anticipation of the organization's strategic planning process, I created a report on the challenges facing the organization and opportunities for growth.

Organization and event branding – I have managed the production of print, interactive and video materials for many art and music events, and I have developed visual brand assets for galleries, exhibitions and music groups.

Consumer and pharmaceutical brands – My branding work is not limited to nonprofits. I have created brand identity and promotional campaigns for the launch of pharma and consumer products for many Fortune 500 companies including Hewlett-Packard/Beats partnership, Johnson & Johnson Baby, Target and Walmart.

Product design – I design products and provide post-production technical support for such companies as EK Success (Jolie’s Boutique and Martha Stewart Craft product lines), and International Greetings Group for paper/gift products placed in Aldi, Kroger, Michael’s, Target and Walmart stores.