5

January 2016

Chantal Woodfine, Marketing and Development Manager
Shona McCullagh, Chief Executive/Artistic Director
The New Zealand Dance Company
113 Wellesley Street
Auckland Central, 1010

Dear Ms. Woodfine and Ms. McCullagh,

I am writing to apply for the position of Marketing and Development Coordinator for The New Zealand Dance Company. I have
followed the progress of the company since 2013 and am constantly in awe of the dynamic, and high-calibre contemporary work
that continues to be created. After visiting New Zealand in January 2014, I fell in love with the country and the culture, and have
always wanted to make my way back from Washington, D.C. I believe that my background and passion in contemporary dance,
paired with my experience and skill set in marketing and development makes me a strong candidate for the position. I am inspired
by the companys mission and vision and share the values of creativity, risk taking, and an unwavering work ethic. I know that I can
make a significant impact for The New Zealand Dance Company as the Marketing and Development Coordinator.

Currently, I am the Membership Assistant at The John F. Kennedy Center for the Performing Arts. In this position, I am at the
intersection of marketing and development every day. I work with the Manager of Annual Giving and Digital Fundraising, as well as
his team, to execute traditional Membership fundraising such as direct mail marketing and telemarketing. Additionally, I play a
large role in the digital strategy for the entire Development Department, which works in tandem with the Marketing team. On
December 1, 2015, I spearheaded the social media strategy and assisted with email strategy for the Kennedy Centers participation
in #GivingTuesday. Within 24 hours of implementing multi-platform tactics through email, promoted Facebook posts, Twitter and
Instagram, we more than doubled our original fundraising goal and raised over $30,000. As the Marketing and Development
Coordinator for The New Zealand Dance Company, I would ensure that we would use multi-channel campaigns for successful
fundraising as well.

At the Kennedy Center, I am also currently the Social Media Assistant for The Suzanne Farrell Ballet, where I have had the
opportunity to expand the companys marketing initiatives through managing its digital presence. In the past year, I have grown
the Facebook audience by 1,000 page likes and increased reach to 800 people per post, in comparison to only 450 people this time
last year. Additionally, I have led digital campaigns for the company such as #FarrellFridayan initiative to show the connection
between Suzanne Farrell, George Balanchine, and the company. I also assisted in strategizing the roll out for the TSFB Snapshot
video series at the start of the 2014-2015 season. During the roll out, the videos on Facebook had an average reach of 6,127 people
and continue to lead as our most engaging piece of content. While the company was performing at the Kennedy Center, I used short
links to track clicks to the website for ticket purchasestotaling at 800 clicks. Lastly, I led the digital campaign for the companys
tour around the nation and abroad to Moscow, Russia with #TSFBonTour. As the Marketing and Development Coordinator for The
New Zealand Dance Company, I would apply the same creative energy and strategy to ensure that any campaign, whether digital or
traditional, is successfully implemented. I always work to produce the best results possible by researching and identifying target
audiences, goals, objectives, strategies and tactics.

Prior to the Kennedy Center, I completed three internships and held two positions within marketing, communications and public
relations for the arts. My experiences range from the well-known contemporary dance presenter Jacobs Pillow Dance Festival to
the service organisation Americans for the Arts. . At the University of Maryland, I received a Bachelor of Arts in Modern Dance and
Public Relations, where I constantly balanced my time as a dancer, administrator, and teacher. I find myself continuing that balance
after university, too. Through all of my past experiences, both at the Kennedy Center and elsewhere, I have successfully worked
under significant pressure and deadlines, managed a multitude of personalities, fostered relationships, prioritized numerous tasks,
and have problem solved across all levels.

I understand how important marketing and development are to any performing arts organisation and I am dedicated to making a
valuable contribution to the success of The New Zealand Dance Company as the Marketing and Development Coordinator. Please
contact me by email at ashleymdavid17@gmail.com to further discuss this opportunity. To view my e-portfolio, please visit
ashleymdavid.wordpress.com. Thank you for your time and I look forward to hearing from you.

Sincerely,

Ashley David