MARKETING & COMMUNICATIONS DIRECTOR€¦ · Central pillars such as brand positioning and identity are in place with other work streams to prepare for launching the visitor destination

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APPOINTMENT OF MARKETING & COMMUNICATIONS DIRECTOR JULY 2018

Appointment of Marketing & Communications Director │ The Auckland Project

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AN INTRODUCTION

The Auckland Project is a young organisation with an ambitious vision: to put local people at the

centre of stimulating the revitalisation and regeneration of Bishop Auckland and the surrounding

areas by transforming Auckland Castle, home to the Prince Bishop’s of Durham for over 900

years, from an unknown private dwelling into a vibrant national and international visitor

destination focussed on arts and heritage.

The project is now six years old, employs more than 120 people including more than 20 apprentices, and

to date more than £130m has been invested. It comprises a series of related developments both in and

around Auckland Castle itself and in the nearby Market Place. The next three years will see the launch of

the visitor destination with the sequenced opening of Mining Art Gallery, Auckland Tower (a new

welcome building), Auckland Castle, Spanish Gallery, Walled Garden and Faith Museum, as well as a

number of restaurants. This follows the launch of Mining Art Gallery in October 2017.

Beyond 2020, The Auckland Project hopes to create a boutique hotel in Bishop Auckland and will also be

exploring the potential of the Roman town of Binchester, just a mile from Auckland Castle. In parallel

with the visitor attraction, a wide ranging engagement programme is already underway to help revive

the community of Bishop Auckland and to enable local people to access the opportunities being created.


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ABOUT THE AUCKLAND PROJECT The Project began as Auckland Castle Trust in 2012 when UK-based financier, Jonathan Ruffer,

purchased a series of paintings by Spanish artist Francisco de Zurbarán, Jacob and His Twelve Sons, and

their historical home of more than 250 years, Auckland Castle.

As well as ensuring both the paintings and Castle could be kept in trust for the people of the North East,

Jonathan saw in their acquisition a way to help reinvigorate the region and bring about real change.

His ambition was to transform Auckland Castle, once a private palace for England’s only Prince Bishops,

into an internationally significant destination, which will draw visitors from across the UK and abroad. In

doing so, The Auckland Project will oxygenate the surrounding region and bring with it the means to

invigorate Bishop Auckland, increasing opportunities and aspirations for both local people and

businesses alike.

This vision is now coming to fruition. Auckland Castle is currently undergoing a multi-million pound

conservation programme and will form the centerpiece of a world-class visitor destination being created

in and around its ground. The Auckland Project visitor destination will be a vehicle for positive change,

offering direct employment, training and engagement opportunities, as well as supporting an

environment in which other businesses can take root and thrive.

THE VISITOR DESTINATION With Auckland Castle as its centrepiece, The

Auckland Project is now building a visitor

destination centred on art, faith and heritage.

Located in and around the Castle, its gardens

and the historic Market Place beyond, it will

comprise several related elements opening in

stages over the next two years. The first of

these new attractions, Mining Art Gallery,

launched in October 2017.

Auckland Tower

This new building will be the first port of call

for all visitors, where they will receive a warm

welcome and collect their tickets and

information. Designed by award-winning

architect, Niall McLaughlin, it has a 29-metre

high tower with a 15-metre high platform

offering views across the Castle and park.

The outside of the building will be adorned

with decorative shutters and texts depicting

scenes from the Castle’s history.

Auckland Castle

Major conservation work is now under way to

return the Castle to its Georgian Gothic


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splendour, as designed by James Wyatt (1746- 1813). The State Rooms and Bishop’s private apartments

will be returned to their original appearance following research on the colour of the walls, what furniture

and textiles filled the rooms and how each space would have previously been used. Within the historic

interiors, new interpretation will tell the story of the Prince Bishops of Durham and their life at Auckland

Castle over the centuries.

Deer Park

Covering more than 200 acres of parkland, the Deer Park was originally created as a private hunting

ground for the Prince Bishops. It contains medieval fish ponds and woodland paths, as well as a

Georgian Gothic deer house. The original designs of the Deer Park will be recreated following the

reopening of Auckland Castle.

Walled Garden and Walled Garden Restaurant

The original garden was created in the 17th century by Bishop Cosin and was one of the first of its kind

in North East England. By the 18th century, pioneering techniques with heated walls and innovative

glass hothouses were used to grow vegetables, flowers and fruit including pineapples - a rarity of the

day. Following this tradition, produce grown in the redeveloped garden will be used within the Castle

and The Auckland Project’s restaurants. The garden itself will also be open to the public, for the first

time.

Faith Museum

This will be the first museum in England to explore how faith and belief have influenced and shaped

Britain and Ireland from prehistory to the modern day. The museum will be housed in a purpose-built

extension to Auckland Castle’s Scotland Wing. Visitors will be immersed in real and personal histories of

faith with presentations of rare and compelling objects from the Castle’s collection and those on loan

from major public and private collections.


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Spanish Gallery

Inspired by Zurbarán’s cycle of paintings that hang in Auckland Castle, the Spanish Gallery will be the

first museum in the UK dedicated to exploring the arts and culture of Spain. It will have works from the

Castle’s collection and loans from institutes and galleries from around the world including the Real

Academia de Bellas Artes de San Fernando in Madrid, and the Meadows Museum, SMU, Dallas. It will

also link to the nearby Zurbarán Centre for Spanish and Latin American Art and Culture run in

partnership with Durham University.

Mining Art Gallery

This new gallery provides a permanent home for more than 400 works from prominent local

artists connected with the region’s mining communities, including Tom McGuinness and

Norman Cornish. Located in the heart of Bishop Auckland’s historic Market Place, the gallery also

includes a programme of educational activities and community events to encourage people to engage

with the North East’s industrial heritage.

Beyond 2020

With construction well underway on the venues outlined above, The Auckland Project is already looking

ahead to the next phase of activity in 2020 and beyond. The Roman town of Binchester, just a mile from

Auckland Castle, is of particular focus, as well as a site of international significance. The Auckland Project

is working with Durham University and other key partners on the site’s archaeological development and

ways in which the true potential of Binchester may be realised in the future.

Plans are also being developed to create a boutique hotel in Bishop Auckland Market Place, which will sit

alongside new and existing restaurants, hotels and shops in the town and help encourage visitors to

extend their stay.

THE MISSION

At the heart of The Auckland Project is a mission to revitalise Bishop Auckland and the surrounding

region.

The charity’s dedicated Engagement Team is developing and delivering a broad range of life changing

programmes for all ages designed to increase educational attainment, enhance employability and boost

community spirit.

Over the past three years they have engaged with more than 6,000 students from 45 different schools

and continue to offer a range of sessions for families, schools and local community groups, with a

particular focus on outreach.

Directly, The Auckland Project now employs more than 120 people, including 26 apprentices working in a

diverse range of areas from finance and marketing to horticulture and catering.

In the next three years, more than 8,000 opportunities for training and skills development will be

created, along with 60 apprenticeships, including 34 funded by the Heritage Lottery Fund.

The Auckland Project is working closely with the local community and a wide range of partners to act as

a catalyst for positive change and build a prosperous future for Bishop Auckland and the surrounding

region beyond.


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THE ROLE

The Marketing and Communications Director has responsibility for developing and delivering a cost

effective marketing plan to launch and establish The Auckland Project as a successful and sustainable

new visitor destination, both individual elements of the offer and, crucially, The Auckland Project as a

destination overall. The target is for 300,000 visitors by 2023.

Building equity in The Auckland Project brand with key target audiences is central to the role which

covers all aspects of the marketing mix including public relations and the communications aspects of

placing The Auckland Project in an advantageous position with its external audiences and stakeholders.

Central pillars such as brand positioning and identity are in place with other work streams to prepare for

launching the visitor destination underway, including media and communications strategy, website and

wayfinding. Now the challenge is to launch the destination successfully, building audiences for the long

term.

This position reports to the CEO and is a member of the Leadership Team, contributing to strategic

management of the organisation.

KEY RESPONSIBILITIES

Work with other departments to create a successful launch programme based on a clear

understanding of the varied The Auckland Project offer and how it evolves over time.


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Develop and execute an integrated marketing and communications plan to bring in the target

numbers and types of visitors envisaged in the Business Plan, based on a clear understanding

and articulation of the markets that The Auckland Project is serving and the segments within

these markets that should be targeted.

Oversee the development of a robust digital marketing and social media plan as a central

element within the overall strategy.

Through a deep understanding of The Auckland Project, its origins, ethos and purpose,

constructing a PR campaign to maintain and build The Auckland Project’s relationship with

external audiences and stakeholders

Lead on visitor and audience insight and research.

Oversee the development and delivery of The Auckland Project’s pricing strategy.

Lead the management of the brand, both for organisation overall and visitor destination.

Work closely and collaboratively with other departments in particular Commercial, Curatorial,

Engagement, External Affairs, as well as the CEO’s office.

Provide a marketing and communications service to other departments.

Leadership and management of the Marketing and Communications Department, developing it

over time to meet the changing requirement.

Management of the Marketing and Communications budget to achieve the maximum functional

output from the department.


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PERSON SPECIFICATION

It is anticipated that the successful candidate will bring the following:

Deep empathy with The Auckland Project, its history and potential.

Destination marketing background with a successful track record of at least three years of

marketing a visitor attraction or equivalent.

Cultural, heritage sector experience highly desirable.

Director level experience of marketing and PR.

Recent relevant experience of digital marketing.

Understanding how to optimise the utility of a CRM system.

Recent experience of the travel trade and group aspects of visitor marketing.

Ability to represent The Auckland Project convincingly on the public stage, with stakeholders and

all external audiences.

Strong instinct for, and demonstrable success of, collegiate working at director level.

Ability to inspire, motivate and develop a team.

Experience at development and management of budgets.

PERSONAL ATTRIBUTES

Real empathy with the vision and objectives of The Auckland Project.

Strong commerciality.

Strong on process and deadline-orientated.

A team builder and team worker.

High emotional intelligence.

Low ego but robust.

Flexible working style; not fixated on hierarchy.

An affinity for the heritage, arts and cultural sector.

TERMS OF APPOINTMENT

A competitive salary will be negotiated with the successful candidate. It is essential that the successful

candidate lives within a short commute of Bishop Auckland. Assistance with relocation may be

provided.


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LONDON 9 Savoy Street

London WC2E 7EG

EDINBURGH 46 Melville Street

Edinburgh EH3 7HF

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HOW TO APPLY Saxton Bampfylde Ltd is acting as an employment agency advisor to Auckland Castle Trust on this

appointment.

Candidates should apply for this role through our website at www.saxbam.com/appointments using

reference FAVHC.

Click on the ‘apply’ button and follow the instructions to upload a CV and cover letter.

The closing date for applications is noon on Monday 3th September 2018.

Initial interviews with Saxton Bampfylde will take place during the weeks of 17th and 24th September. A further

two rounds of interviews will be held at The Auckland Project on 2nd October and 9th October 2018.

http://www.saxbam.com/appointments

Documents

MARKETING & COMMUNICATIONS DIRECTOR€¦ · Central pillars such as brand positioning and identity are in place with other work streams to prepare for launching the visitor destination