Terms of Reference Carifesta XV (Marketing Coordinator)

CARIFESTA XV, the Caribbean Festival of Arts, will take place in Barbados from August 22 to August 31, 2025, under the theme “Caribbean Roots…Global Excellence.” This premier festival will celebrate the vibrancy, creativity, and innovation of Caribbean culture while addressing global challenges such as sustainability, resilience, and peacebuilding. CARIFESTA XV aims to position the Caribbean as a global leader in cultural diplomacy and creative excellence.

Position Summary

The Marketing Coordinator for CARIFESTA 2025 will oversee the execution of the festival’s marketing strategies and plans, ensuring that the festival receives extensive local, regional, and international visibility. This role involves managing all aspects of marketing, including advertising, branding, promotional campaigns, and digital media, while working closely with the National Organizing Committee (NOC) and key stakeholders. The Marketing Coordinator will ensure cohesive branding across all platforms and drive audience engagement through both traditional and digital marketing channels.

Key Responsibilities

1. Marketing Strategy Execution

• Campaign Management: Execute a comprehensive marketing plan that aligns with the festival’s goals, ensuring broad audience engagement.
• Branding Consistency: Ensure that all festival communications, materials, and advertising maintain a consistent visual identity and message.
• Media Planning & Buying: Coordinate media planning and buying activities, negotiating with media outlets for the best exposure and cost-effectiveness.
• Audience Targeting: Identify and segment target audiences to tailor marketing campaigns effectively.

2. Digital Marketing & Social Media Management

• Social Media Campaigns: Oversee content creation and scheduling for all social media platforms (Facebook, Instagram, Twitter, TikTok, etc.).
• Website & SEO Optimization: Ensure the festival’s website is regularly updated and optimized for search engines to drive online traffic.
• Email Marketing: Develop and manage email marketing campaigns to engage with stakeholders, potential attendees, and participants.
• Analytics & Reporting: Monitor and report on the performance of digital campaigns using analytics tools, providing insights and recommendations for improvement.

3. Event Promotion & Stakeholder Collaboration

• Event Promotion: Collaborate with event producers, artists, and sponsors to design promotional strategies that maximize visibility for specific performances and events.
• Cross-Department Collaboration: Work closely with the Sponsorship Coordinator and Communications Officer to ensure alignment between marketing, sponsor activations, and public relations.

4. Public Relations & Media Engagement

• Press Engagement: Support the Communications Officer in developing press releases, organizing media briefings, and managing media relations.
• Influencer Partnerships: Build relationships with influencers and cultural ambassadors to promote the festival and engage with wider audiences.

5. Reporting & Performance Measurement

• KPIs for Marketing Success: Establish and track key performance indicators (KPIs) to measure the success of marketing campaigns.
• Reporting: Provide regular reports to the NOC on the effectiveness of marketing initiatives, including audience reach, engagement, and return on investment (ROI).

Key Deliverables

1. Festival Marketing Plan
   • Description: A comprehensive marketing plan detailing all promotional activities, target audiences, and timelines.
   • Tangible Output: An approved marketing strategy document outlining specific tactics for online, print, and media outreach.
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2. Social Media Calendar
   • Description: A detailed social media content calendar for the festival, including posts, captions, and promotional videos.
   • Tangible Output: Finalized and scheduled social media content, aligned with festival milestones and event dates.
3. Advertising & Media Plan
   • Description: A structured advertising plan for print, TV, radio, and online media, ensuring maximum coverage.
   • Tangible Output: Media buying agreements and contracts with selected media outlets.
4. Post-Campaign Report
   • Description: A comprehensive post-festival marketing report evaluating the success of all campaigns.
   • Tangible Output: A report detailing reach, engagement metrics, lessons learned, and recommendations for future events.

Qualifications

• Education:
  • Bachelor’s degree in Marketing, Communications, or a related field.
• Experience:
  • Minimum of 3 years in marketing, preferably with experience in event marketing or festival promotion.
  • Strong understanding of digital marketing, including social media, email marketing, and content creation.
• Skills:
  • Excellent communication and project management skills.
  • Proficiency with marketing tools and software (e.g., Google Analytics, social media scheduling platforms).
  • Ability to work collaboratively with cross-functional teams.