Success Story | A Nimble Approach to Interim Staffing with Carolina Performing Arts

In the fast-paced world of arts and culture, the ability to adapt quickly makes all the difference. Marketers must be able to change course to account for new discoveries about their audiences, their art, and the wider context of their communities.

JCA has found adaptability to be integral to the success of its interim staffing engagements. Since launching its interim staffing services in 2019, JCA has observed that staffing engagements often shift and extend as the needs of clients evolve. JCA consultants bring a wealth of experience across all facets of arts marketing, allowing them to be agile in response to shifting priorities. The latest engagement with Carolina Performing Arts exemplifies this versatility.

The Client: Carolina Performing Arts

Carolina Performing Arts (CPA), based at the University of North Carolina at Chapel Hill, is dedicated to collaborating with dynamic artists from around the globe. Its mission is to ignite curiosity and inspire campus and community members to explore and engage with the world on a deeper level. In just under two decades, CPA has presented thousands of performances and master classes by more than 450 artists from 56 countries and territories, commissioned almost 80 new works, and hosted 48 world and U.S. premieres. CPA strives to create compelling, mission-driven performing arts experiences that resonate within its community.

In November 2023, CPA underwent a major staff transition, coinciding with a busy performance season. The simultaneous departures of both their Marketing and Communications Director and Digital Communications Specialist left gaps in institutional knowledge at a critical time. CPA’s new Director of External Affairs had been in the role for just five months and needed to focus on organizational strategy and fundraising. With several months to go before the arrival of a new Director of Marketing in February, he required the immediate assistance of a trusted and independent partner to maintain momentum. CPA turned to JCA for support in providing both interim marketing staffing and strategic guidance.

JCA placed Marketing Strategy Consultant Naomi Sachs, whose strategic perspective, skilled tactical execution, and university experience made her an ideal fit for CPA’s needs.

Stepping In: JCA’s Nimble Solution

From the outset, JCA prioritized providing strategic oversight and tactical support to help the CPA team regain its footing. The stakes were high; most performances were one-off events with the occasional two-night run, making robust ticket sales essential. With a smaller staff learning new processes, it was crucial to establish a strong foundation for marketing efforts. JCA focused on developing a foundational marketing plan that could guide the team throughout the season.

Naomi crafted a strategy that set the team up for success, helping them understand how various marketing components and efforts fit together. This consistency enabled CPA to plan ahead, easing the workload as performance dates approached, while still allowing flexibility to integrate new tactics. It also allowed both JCA and CPA to quickly identify gaps in ownership of tactics and assign those elements effectively.

Evolution of Support: From Marketing Director to Leadership Coaching

During the initial engagement, JCA’s consultant provided valuable insights for the hiring process, both from a best-practice perspective and from direct experience working within the department. Once CPA hired the new Director of Marketing and Communications, CPA’s leadership extended Naomi’s contract and shifted the scope to onboarding assistance, tactical support, and coaching for marketing leadership in the arts, as the new hire settled in and prepared for the 20th Anniversary Season.

“One of the most rewarding elements of this contract was handing over the reins to the new Director of Marketing and stepping into the role of tactical executor and cheerleader,” said Naomi.

Naomi established weekly coaching sessions to review marketing plans and strategies—a collaborative approach that allowed the new Director to gain insights into best practices and leverage past successes while discovering her own style and approach, setting the tone and culture of the department.

Naomi’s industry expertise, coaching leadership, and tactical ability also proved crucial in helping the CPA team find its footing and undertake the first big marketing effort of the 24/25 season—the pre-sale period, which saw a 13% increase YOY in tickets sold.

Testimonial: A Word from Carolina Performing Arts

“Naomi’s leadership, reliability, and expertise allowed me to focus on other vital areas of the organization with the confidence to know she was keeping the MarCom work moving forward. When the new Director began, Naomi’s support was instrumental in giving her the space to acclimate to an entirely new industry and environment of higher education. Naomi’s been a wonderful thought partner and sounding board, who also can execute; a combination that can be tough to find.”
– Bobbie O’Connor, Senior Director of External Affairs

Key Achievements

• Ensured a smooth transition by empowering the new Director with knowledge and support.
• Provided role clarification within the team to enhance productivity and collaboration.
• Developed a comprehensive marketing plan that included timing and strategies for performances.
• Established a new approach and content strategy for print programs to address the nuances of each genre.

In an industry where change is constant, JCA’s ability to respond swiftly and strategically empowers organizations to not only navigate challenges but also thrive. The relationships formed during these partnerships are invaluable.

Work with JCA

At JCA, the team is committed to being a partner in clients’ journeys, providing tailored staffing solutions that ensure their missions continue without interruption. If your organization is facing similar staffing hurdles, JCA invites you to reach out.

Let’s discuss how JCA can help you maintain momentum and achieve your goals, no matter the challenges ahead.

Let’s Talk