— MARK THAT THING — STRATEGY, BRANDING, CAMPAIGN DEVELOPMENT
— MARK THAT THING — STRATEGY, BRANDING, CAMPAIGN DEVELOPMENT
Top tier marketeer from Rotterdam. Specialised in all-round marketing strategies for cultural organisations
Experience
TENT Rotterdam
a.i. Marketing & Communications Coordinator
Rotterdam / Apr 2023 - Sep 2023
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TENT is the platform for contemporary art in the Rotterdam context. They realise exhibitions, new productions, educational projects, performances and events with artists from the city and elsewhere, and host local partners and initiatives in our guest programme.
For a period of five months, I came on board to observe all marketing, communications and press-related matters.
Foto door Aad Hoogendoorn
Depot Boijmans Van Beuningen
Communications Coordinator Le Miroir Vivant
Rotterdam / Jan 2023 — June 2023
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Le Miroir Vivant, after René Magritte's painting of the same name 'The Living Mirror' (1929), is a new multi-year program at Depot Boijmans Van Beuningen. Until 2025, various international artists will be invited to give a completely personal interpretation of one of the gallery spaces. The first artist in residence was Neo Muyanga, a South-African composer, musician, artist and philosopher.
For two months the composer explored, researched and rehearsed with a group of vocalists and musicians from Rotterdam, concluding his residency with a closing performance in June 2023. The final performance took place on Saturday 3 and/or Sunday 4 June.
A joined the project team to take care of the communications, press and marketing strategy.
Photo: Fred Ernst
Museumnacht010
Marketing & Press Coordinator
Rotterdam / Feb 2023 - now
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During Museumnacht010 (Rotterdam), 10.000 visitors explore Rotterdam’s art universe. Over 30 museums and galleries open their doors to (re)introduce what the city has to offer. All participating locations create extra programming like performances, DJ-sets, tours, workshops and many more to make sure Museumnacht010 becomes unforgettable.
In 2023, I was coordinating marketing, partnerships and press. Before the event started, we sold all 10.000 tickets.
Foto door Aad Hoogendoorn
North Sea Round Town
Head of Marketing & Communications
Rotterdam / Feb 2020 — Aug 2023
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North Sea Round Town is NN North Sea Jazz’ official fringe festival, held two weeks prior and during North Sea Jazz Festival.
The festival organises, together with their partners, around 400 concerts on over 135 locations. For two weeks, Rotterdammers and visitors alike can enjoy the finest jazz, soul, urban and pop everywhere ‘round town.
As the festival’s Head of Marketing, I guide a small team to make sure we connect as many people as possible with the bliss of live music.
Picture by Hielke Grootendorst
FIBER Festival
Head of Marketing & Communications
Amsterdam / Jul 2021 - Jul 2022
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FIBER is an Amsterdam-based organisation that operates on the cutting edge of audiovisual art, experimental electronic music and research/science. FIBER’s festivals are a melting pot of club nights, performance events, professional programmes and exhibitions.
For exactly a year I had the pleasure to work with the small organisation, stationed in the Tolhuistuin area. Within this year, we managed to squeeze two festival editions. For both festivals I took care of the general outline of the campaign, planning, putting together and direct a small team, managing the design trajectory and many more (small) tasks.
Tropenmuseum
a.i. Brand Manager
Amsterdam / Apr 2021 - Jun 2021
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After my interim-job at Wereldmuseum (Rotterdam) I was delighted to find out I got the opportunity to continue working at the Nationaal Museum van Wereldculturen (NMVW) a bit longer.
For a short period I will develop the marketing strategy for a cool project named ‘Plastic’. More on this soon.
Picture by Tropenmuseum
Wereldmuseum
a.i. Brand Manager
Rotterdam / Nov 2020 - Apr 2021
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For a period of six months I had the pleasure to fill in as Wereldmuseum’s Brand Manager. The museum has three exhibitions and one opening coming up. During my job, I developed the marketing campaign and strategy for a new exposition ‘What A Genderful World’.
This important show for both the queer community and allies alike has a fragile yet joyful theme. Gender as a spectrum has many facets, and changes with time and culture. An online video series with varying gender perspectives from Rotterdammers will soon be online.
Picture by Jordy Brada
Poppodium Annabel
Creative Marketing Manager
Rotterdam / Dec 2017 - Mar 2020
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Poppodium Annabel is both a live music venue and a nightclub, situated in Rotterdam’s most creative district; the industrial Schieblok. Furthermore, the club can consider their outdoor terrace to be one of the most bubbly spots in town.
For Annabel I have managed marketing campaigns for concerts (in several different genres), club nights, outdoor events and sports events. Both online and offline marketing were under my wings.
Picture by Jordy Brada // Mayra Andrade 2019
vrije volk festival
Creative Marketing Manager
Rotterdam / Editions: 2018, 2019 & 2020 (partially)
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vrije volk festival is Rotterdam’s only open-minded/queer electronic music festival. The one day festival is a free space for queers, open-minded straights, friends of the community and music lovers.
For the visual campaigns, vrije volk festival works with outspoken individuals or groups. In the festival scene, you often come across rather graphic artwork, designed digitally. Because vrije volk festival is a party for the people - a celebration to be able to be who they want to be - the identity of the festival shows different, eccentric individuals.
The photograph you see is an image from the campaign we had just started to run for a special Eurovision edition of vrije volk festival. Unfortunately, we were not able to complete 2020’s campaign due to COVID-19.
Picture by Eric Zee // vrije volk festival 2020
Amsterdamse Bos
Coordinator Online Communications, Media & Campaigns
Amsterdam / Sep 2023 - now
REC. Festival
Creative Marketing Manager
Rotterdam / Editions: 2018 & 2019
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REC. Festival is a weekender indoor festival, hosted by several locations in Rotterdam, like Cultuurpodium Perron, BAR (now closed), Poppodium Annabel, Kino Rotterdam and Transport Club (now closed).
The festival is a mix of concerts and (live) DJ-sets in the genres R&B, soul, hip-hop, techno and house. Artists such as H.E.R., Lianne La Havas, Joey Bada$$, Jungle By Night, Henrik Schwarz and Park Hye Jin have performed on one of the REC.-stages in the past years.
Picture by Jordy Brada // H.E.R. @ REC. 2018
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Coordinating campaigns and online communications one of the largest urban forests in the world (!).
Picture by Tom Zwerver
Here’s how we mark that thing
Research target audiences and develop a fitting campaign
Who is your target audience, where are they online/offline, how do we reach them?
Together we craft a campaign to have the audience captivated by your festival/museum/event/venue/product(s)/service(s) in no time.
Assemble a team of creators
In order to give our carefully crafted campaign the looks and feels we want, we need the right team of creators around us. Social Media Manangers, Graphic Designers, Photographers, Videographers, Web Developers (UX & UI) - you name it, I know them.
Out Of Home
Posters, city dressing, flyers, abris. Sometimes, outdoor marketing is essential. And fun!
Develop content
By copywriting all the texts you need (NL/EN). From social posts to press releases, from website texts to blogposts. However, just a catchy oneliner will not always do the trick on social media. Therefore, we will design, create and assemble a collection of visual content to use throughout the campaign.
Think videos, photographs, infographics, graphic designs, Instagram Stories/Reels, TikToks and so forth.
Online Advertising
On Instagram, Twitter, Facebook, Google, YouTube; wherever your target audience is active in the digital sphere. I know my way around Facebook Business Manager and Google Ads (also Google Grants).
Analyse & Optimise
To know whether our campaign is doing its work, I make sure the essential tracking pixels are installed correctly on your website (and webshops). With Facebook Business Manager, Google Analytics and Google Ads it’s a piece of cake to monitor campaign results, customer journeys, test creatives (A/B) and optimise (CRO).
About
mark that thing
mark that thing is a one-woman marketing bureau with a specialisation in music, arts & culture run by me, Laurèn ter Horst. Nice to meet you!
Over the past five years I wandered through the cultural field, looking for the best fit. At the moment of this writing, early 2023, I’ve worked for festivals (both electronic, art and live music), museums, clubs and pop venues. Conclusion of my quest: there’s no need to limit myself to just one type of cultural discipline or genre.
Apart from working as a freelancer in marketing/communications, I’m a performing musician, songwriter and singer (currently: Luka Eyrie) who’s always up for a beer. Or a coffee, of course.
Need any advice, help, support, or a complete campaign created? Don’t be afraid to email me and we can have a nice cup of coffee (or beer) to brainstorm and discuss ideas.