Sales & Marketing Manager, Leisure Services

Introduction
If you're a sales and marketing manager within a Council's Leisure Services department, you're likely to be responsible for promoting leisure attractions such as the arts (local theatres for example), sports (such as sport and leisure centres) or the environment (local parks or countryside attractions and visitor centres for instance).  It's an important role in any Council - it's your job to make sure that as many people as possible know about the attractions you're managing - and use them.

Work Environment
Your work environment depends on the area you're focusing on and the range of responsibility you have within the Council you work for. Whichever area is your specialty, you're likely to work irregular hours or help out at evening or weekend events.

Daily Activities
Daily tasks vary with specific jobs but are likely to include responsibilities such as: Marketing:

  • producing brochures or leaflets several times a year that describe the attraction and what's happening there; 
  • meetings with colleagues at the centre to find out about future plans; 
  • liaising with external people such as visiting exhibitions or entertainments; 
  • supplying a designer with text, an image (such as a photograph) and a rough idea of the layout; 
  • proof reading the copy; 
  • sending the final materials to be printed; 
  • arranging for the distribution of marketing materials; 
  • deciding on the radius of the area you want the marketing to cover; 
  • identifying outlets where information should be available; 
  • ensuring that a database of users (and prospective users) is kept up to date; 
  • arranging for distribution of materials; 
  • ensuring that attractions are marketed in-house, to Council employees; 
  • arranging for marketing materials to be available if your exhibition or attraction is going on tour; 
  • managing marketing staff, including training.

You would also need to handle press relations, which could involve:

  • writing and sending press releases; 
  • building up a good rapport with the media so that you can call on them when you need publicity; 
  • organising press previews or other events, including celebrity visits; 
  • collating management information and statistics for audience participation and to measure the effectiveness of the marketing information.

Skills & Interests
You need to have plenty of stamina and a real enthusiasm for the area you're involved in. It's crucial that you're committed to the job - it's the sort of role you can immerse yourself in if you enjoy it.  Flexibility is important, with a willingness to turn your hand to whatever needs doing.  You need excellent communication skills - both written and verbal - to convey the attractions of the venues you're marketing.  Confidence in dealing with a range of people, including colleagues, the press, the public and celebrities or VIPs, is essential.

Entry Requirements
There is no one route into this job. Although many sales and marketing managers are graduates, experience is also important.  GNVQs/GSVQs in media studies or business studies may be useful, as may BTEC/SQA qualifications - a Diploma or Certificate in Business & Finance with a Marketing option, for example.  There are a number of university degree courses that include Business or Arts Administration, marketing, PR or media studies as a specialty. There are also postgraduate diplomas and Masters degrees in Business Administration, Public Relations and Marketing.  Once appointed, you can work towards the professional qualifications of the Communication Advertising and Marketing Education Foundation or the Chartered Institute of Marketing.

Future Prospects & Opportunities
The number of sales and marketing managers varies according to the size and location of the local authority. You may be able to gain promotion within the department. It is also possible to move to other authorities for promotion.  There are sales and marketing jobs in commercial settings, outside local government. PR, publicity and advertising roles may also be of interest.

Further Information & Services
Chartered Institute of Marketing www.cim.co.uk
Chartered Institute of Public Relations www.cipr.co.uk
Communication Advertising and Marketing Education Foundation www.camfoundation.com

Careers Wales have produced a Spotlight article on careers in creative industries: www.careerswales.com/en/spotlight-on-creative-industries/  
 
You may find further information about this area of work through Careers Wales (www.careerswales.com/) or in your local library, careers office or school careers library.

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