by Allyson Sekerke
Ben Maracle is the former Outreach & Operations administrator at The Howard Gotlieb Center. The Center is a Boston University archival repository that specializes in contemporary public figures, and Maracle began working at the Center shortly after graduating from Cornell with a degree in communications. As a student, Maracle did outreach and administrative work for Cornell’s Southeast Asia Program. Because of his experience in outreach, Maracle said accepting the position at the Center seemed like the right move.
Although this position was historically administrative, Maracle ultimately became responsible for event planning and reforming the Friends of the Howard Gotlieb Center membership program. There are approximately 300 Friends of the Howard Gotlieb Center, many of whom have been members for over 30 years. One member even described this program as Boston’s best-kept secret, a notion that Maracle hoped to change. “If there’s one thing that I can do, it’s make something begin to get legs” Maracle said. According to Maracle’s statistical research, many Boston University students settle in the New England area after graduation. With that in mind, Maracle wanted to design a membership program that would attract students and keep them engaged throughout their professional careers.
Maracle has been restructuring the membership program and, with the help of an outside designer, developing new promotional materials. “In a sense, I have become an art director of the Friends program” Maracle said. Maracle has also introduced surveys to measure the success of past events and expressed his surprise that no previous attempts to collect data from event attendees had been made. “Just because you have 300 people, doesn’t mean you have 300 happy people” Maracle said. Having that data and understanding their return on investment, Maracle suggests, is critical to the continued success of the Center. The goal is not, of course, to make money, but to justify their existence to the university and ensure the university’s continued investment in the Center. As Maracle says, “our currency is people, people coming back.”
The Center, for example, is holding an event featuring Bonnie Timmermann, a legendary casting director, and at the same time, a Boston University communications professor is teaching an acting class. Ideally, Maracle says, the students in this course could come to the event and learn how “not to blow it” at an audition. “There’s a ton of students who would really get a lot out of it if they just new about it” Maracle said.
Unfortunately, educational institutions, Maracle says, are naturally the “slowest moving things on the planet,” and despite his vision for a reformed membership program, Maracle faced many roadblocks from the administration. The administration was resistant to change, and Maracle himself had little say over the Center’s programs, the majority of which are lectures and panel discussions. By the time they came down the “pipeline” to Maracle, the format of the event and the speakers had already been decided. Despite these limitations and despite the fact that Maracle left the Center in October 2017, he hopes he has made an impact on the Center’s future membership. “I’m really hoping,” Maracle said, “fingers crossed, that this actually works.”