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.