Internal - Provide marketing support for school events such as drama productions/open days etc.

Transcription

1 Marketing & Development Manager - Abbot s Hill School 1. Overall description The Marketing and Development Manager reports to the Headmistress and is responsible for developing and implementing marketing and development plans to meet the strategic needs and objectives of the school. The Marketing and Development Manager may also have line management responsibility for one or more staff. 2. Responsibilities 2.1 Marketing 2.11 Recruitment to meet School targets Develop and implement strategies to recruit UK pupils. Plan and implement a programme of communication with the School s stakeholders: feeder school Heads, media (editorial and advertising), online (website, social media, etc.) through School publications and promotional material, and at School presentations and events 2.12 Retention to meet School targets Develop and implement a communications plan with parents and other stakeholders Maintain an ongoing dialogue with stakeholders to monitor feedback and test ideas 2.13 Brand management Manage all components of the Abbot s Hill brand to ensure that the brand remains consistent with the values, personality and objectives of the School Develop close relationships with Editors and other key media personnel Maintain a continuous stream of newsworthy items showcasing the breadth of School activities and achievements and reinforcing the school s values 2.14 Advertising Manage all Abbot s Hill s advertising activities and make recommendations for when, where and how to advertise 2.15 Consumer Insight Commission/conduct research with different stakeholders as and when required to get feedback and inform marketing decisions 2.16 Budget Management Propose, manage and report on the annual marketing budget

2 2.17 Events Internal - Provide marketing support for school events such as drama productions/open days etc. External Organise promotional material for and represent the school at trade fairs and exhibitions. Commission photography as required 2.18 Management Reporting In conjunction with the Registrar, provide reporting and analysis to Senior Management on Key Performance Indicators level of enquiries, open day attendance, conversions etc. Liaise regularly with the Headmistress and senior management team as required 2.2 Communication 2.21 Press Develop close relationships with Editors and other key media personnel Maintain a continuous stream of newsworthy items to both internal and external audiences showcasing the breadth of School activities and achievements and reinforcing the school s values Write and issue press releases as appropriate Feeder Schools Establish relationships with new feeder schools through a programme of visits and activities, supported by up-to-date and relevant information Organise promotional material and displays for Feeder School secondary information evenings and represent the school at these events 2.23 Publications 2.24 Online Manage school publications and make recommendations for any additional/alternative publications Oversee the School website to ensure that this is regularly maintained and updated and pertinent to target audiences 2.25 Parents Manage and deliver other online interactions such as through social media Identify opportunities to enhance parent communication Liaise with and provide support for the Abbot s Hill Parents Association

3 2.3 Development Abbot s Hill is committed to implementing an effective Development programme as an investment towards long-term fund raising opportunities for the school. The Marketing & Development Manager will lay the foundations of this. Plan and direct the development of an up-to-date alumni database Design and implement a plan for friend raising amongst the alumni community Liaise regularly with the Headmistress, Bursar, other members of the Senior Management Team and the Governing Council regarding fundraising and development initiatives Work with and support the activities of the AHOGA Ensure the Old Girls and Development sections of the website remain relevant and interesting Implement an Annual Giving programme, promote and reward participation, and monitor levels of giving from individuals. Implement a legacy programme. 2.4 Management Manage one full time member of staff Collaborate closely with the school s Registrar

4 3. Qualities and key skills required Knowledge of marketing and development In depth knowledge of current best practice in marketing and development Proven ability to establish and implement sound marketing, communications and development strategies. Leadership The vision, energy and ability to inspire and motivate others. Interpersonal skills Ability to build rapport and communicate persuasively with people of different backgrounds. Communication Ability to communicate (in writing or orally) messages that are clear, convincing and inspiring. An appreciation of how to use new and different media to best effect with different audiences in the UK. Ability to speak confidently in public with individuals and groups Use flawless grammatical English both in writing and orally Intelligence Ability to take a strategic view. Fluency in presenting and defending a case, with clarity of analysis, expression and reasoned argument. Creativity The ability to adapt to new situations and address problems from new perspectives. Reliability Attention to detail, deadlines and budgets; persistence in following through on multiple projects. Engagement An understanding of and belief in, the aims and ethos of independent education in general and Abbot s Hill in particular. IT awareness Mastery of standard office software (word-processing, presentation and spreadsheet packages) Competent user of sales, customer relationship management, and online content management packages

5 Attributes Essential Desirable Knowledge In-depth understanding and appreciation of the principles and practices of branding, marketing, development and communications gained over at least 3 years: - Positioning - Branding - Consumer insight - New media - Emarketing inc use of social media - Relationships with media - On and offline advertising - Communications - Development Skills and Abilities Proven ability to develop and deliver a marketing and development strategy and plans Excellent written and verbal communication skills and proofreading ability Able to interact well with people at all levels Competence in the management of others Good level of numeracy Budget management and financial reporting Ability to compile, analyse and interpret data Report writing Competence in IT and database skills (Word, PowerPoint, Excel) CRM systems Experience of working with website CMS, Google Analytics, enewsletter, alumni software Good attention to detail Experience of managing external agencies and other suppliers Ability to prioritise and multi-task Marketing, Development and Communications experience at senior level Good understanding and appreciation of the principles and practices of schools marketing and admissions Use of design software InDesign/Photoshop Experience Experience of marketing in the education sector whether from Nursery through to Higher Management experience Education Qualifications University Graduate or equivalent Recognised marketing qualification Current driving license Personal Circumstances Customer Care Able to attend Open Days (3 per year held on Saturdays) and other school events outside normal school hours including Commemoration Day. Also able to represent the school at secondary school information evenings and trade fairs. Knowledge and understanding of effective customer care and management