Resume

Nicholas D. Peterson

npeterson [at] prosperodesign.com

Web Marketing Strategist and Producer

Eight years of developing, leading and executing web design and marketing strategies.  Experienced in the strategic integration of industry best practices while maintaining preexisting brand standards when implementing compelling user experiences.  Possesses a proven track record translating technical jargon to professionals in non-technical industries.

PROFESSIONAL EXPERIENCE

American Repertory Theatre, Cambridge, MA
Assistant Director of Marketing, 9/2007 – present

  • Supervisor of the off-site A.R.T. Web Manager.
  • Editor of the A.R.T. Blog.
  • Worked with ProVenue/Tickets.com to deploy a patron login system to streamline the online ticket sales process. This resulted in the patrons’ ability to retrieve account information in future purchases as well as a higher integrity of data through the reduction in duplicate patron accounts in the ticketing database.
  • Supervised the installation of Google Analytics in order to measure the effectiveness of Facebook advertisements in local college networks as part of the targeted marketing of Donnie Darko. Incoming traffic analysis has also been used to develop the implementation strategy for a Google Grant of $10,000/month for AdWords.
  • Supervised designing, information architecture, navigation and content structure for the online user experience of the 2008/09 Season.
  • Coordinated, coded, and developed the layout and information architecture and user experience as well as structured and edited the content (press release, biography, press quotes, and articles) for the website announcement of new Artistic Director, Diane Paulus:
  • Attended the Harvard ABCD Technology Workgroups for Content Management Systems, Marketing and Communications Roundtable, and World Wide Web. Contributed to discussions of online video, blog, and Facebook strategies sharing A.R.T. experiences.
  • Managing an outside consultant to reprogram the A.R.T. online e-commerce forms to ensure PCI Compliance as per Harvard University’s standards in order to sell season ticket packages, student passes, and gift certificates online.

Marketing Associate, 8/2006 – 9/2007

Conducted a comprehensive review of the use of internet technology at the organization:

  • Collect and analyze key performance indicator data for the A.R.T. website, amrep.org
  • Conduct focus group with A.R.T. staff.
  • Leveraging web industry resources, evaluated the usability for the A.R.T. website, amrep.org including: Corporate Public Relations, Homepage, About Us, and Sitemaps.

Prospero Design LLC, Spofford, NH, 2/2002 – present

Web design and strategy consultant specializing in working with arts, non-profit and public service organizations. Primary areas of focus include:

  • Consultation and development of web strategies that integrate of online and offline marketing programs.
  • Working collaboratively to integrate a web strategy into an organization’s overall strategic goals and vision.
  • Providing a web technology focused strategic extension of current marketing efforts.
  • Management of the websites for the Peterborough Players and SpeakEasy Stage Company (see below)

The Peterborough Players (as part of Prospero Design)
Webmaster, 1/2002 – present

  • Developed and executed the company’s web strategy for the theatre company’s site redesign in 2001 including site maps, information architecture, content development, graphical execution, and HTML coding.
  • Installed Google Analytics to gather data in preparation for both small improvements and future site redesign. Over the course of the 2008 Season, reporting indicated a 3.3% conversion rate with 66.3% of all conversions from inbound marketing.
  • Trained staff members to use Adobe Contribute for local management of certain content areas of the site.
  • Served as a consulting member of the Board of Trustees Marketing Committee.
  • Installed Google Analytics to gather data in preparation for both small improvements and future site redesign.  Serve as a consulting member of the Board of Trustees Marketing Committee.

SpeakEasy Stage Company (as part of Prospero Design)
Webmaster, 8/2006 – 9/2008

  • Working with the Director of Marketing, managed the SpeakEasy Stage Company website.
  • Recoded the website using Dreamweaver templates to streamline web management.
  • Designed and developed the user experience of the online subscription and donation forms.
  • Designed, developed, and integrated a media section including layout and presentation of press releases and photo download area.
  • Consulted on the usability of design mock-ups and content strategy for a website redesign launched 9/2008.

New Repertory Theatre, Watertown, MA
Marketing Associate, 9/2003 – 8/2006

As the sole member of the marketing department, oversaw and executed all marketing activities including:

  • Managed the redesign and launch of the website to coincide with new brand strategy.
  • Serve as liaison with graphic design firm through logo redesign and rebranding
  • Managed all marketing vendor relationships including graphic design firm for logo redesign and rebranding.

Peterborough Players, Peterborough, NH
Audience Development Associate, 6/2003 – 9/2003
Assistant Box Office Manager, 6/2002 – 9/2002

EDUCATION

M.S.  2001, Internet Strategy Management
Graduate Center of Marlboro College, Brattleboro, VT

B.A.  2000, Arts: Dance/Theatre; and Self, Society, and Culture
Antioch College, Yellow Springs, OH

COMPUTER AND TECHNICAL SKILLS

Mac and PC platforms. Microsoft Office, Filemaker Pro, Adobe Creative Suite, Notepad and TextEdit for editing HTML,  StyleMaster for editing CSS, FTP programs, Google Analytics, Perseus Survey Solutions, Statistical Package for the Social Sciences (SPSS), and ProVenue and Choice ticketing systems.

PROFESSIONAL AFFILIATIONS

Steering Committee Member, National Arts Marketing Project, Boston, June 2005 – present

Sponsored nationally by American Express, NAMP is an initiative designed to help arts organizations devise and implement marketing strategies to build attendance, diversify audiences, and increase earned revenue.

Theatre Arts Marketing Alliance, September 2003 – present
Chair, 2004-05 Season
Executive Committee, 2005-06 Season

An alliance of marketing personnel representing Greater Boston’s professional theatre companies focused on cooperative and collaborative marketing efforts and through a sharing of ideas and resources.

PRESENTATIONS & PANELS

Featured Guest, Museums of Boston, 9/11/2008
Presented key strategies for cultural participation of midsize and large arts organizations in addition to how to utilize online video, blogs, and social media.

Co-Moderator, It’s A Blog, Blog World 3rd Annual Boston Theatre Conference, 8/9/2008
Explored the integration of new media in audience development campaigns for professional theatre. Discussion topics included: social networking, audio and video podcasts, mobile devices, web journalism, blogs and blogger outreach, and user-review sites.Co-moderated with Charles McEnerney, Director of Marketing at ArtsBoston, and Susan Kaup aka Sooz.

Featured Guest, Theatre Arts Marketing Alliance (TAMA), 8/2006
Key areas of focus: developing and managing a compelling presence online, blogs, social networking and Web 2.0.

Panel Member, The Big List – Sharing Names for Direct Mail
27th Annual Conference & Exhibition
International Ticketing Association, 1/10-13/2006
The Boston Arts community discovered that there is enough audience to go around if you erase the boundaries and join forces in a cultural collaboration. Moderated by Tom Holm of Enertex Marketing.

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