JOB DESCRIPTION. 3. DEPARTMENT: Marketing, Recruitment and Admissions

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1 JOB DESCRIPTION 1. JOB TITLE: Marketing Conversion Manager (Chester) 2. ROLE CODE: MCMGRMRA 3. DEPARTMENT: Marketing, Recruitment and Admissions 4. ORGANISATION CHART: Marketing, Recruitment and Admissions Director Deputy Director Departmental Administrator Market Research Analyst Deputy Director Outreach Manager Marketing Communications Manager Snr Asst Registrar Snr Asstt Registrar Nursing Admissions Ugrad Admissions Widening Particpation Officer (0.6) Admin Assistant Schools Liaison Conversion Conversion Digital marketing Web Project Manager Co-ordinator Co-ordinator Nursing & Midw ifery Admissions Ugrad Admissions WP Diversity Officer Widening Particpation Co-ordinator Admin Assistant Officer (Chstr) P-time/FD Admissions Ugrad Admissions Widening Particpation Manager Chstr Senior Co-ordinator Chester Postgraduate Marketing & Rec Manager Warrington Co-ordinator Warrington Marketing Asst Warrington Officer Content Co-ordinator Graphic Designer (1) Graphic Designer (2) Web Developer Web Assistant Admin Assistant 1 Clerical Assistant Officer (Warr) Nursing & Midw ifery Admissions Ugrad Admissions Admi Assistant WP Marketing Projects Officer Marketing Assistant Chester Clerical Assistant Admin Assistant 1 Post Reg Nursing Admin Assistant 3 Post Reg Nursing Admin Assistant 2 Post Reg Nursing Clerical Assistant Nursing & Midw ifery Admissions 5. JOB PURPOSE: 5.1 To play an instrumental role in driving demand generation and applicant conversion by successfully building an effective relationship between the University and its prospective students, using a range of customer relationship management techniques. 5.2 To manage the full life-cycle of the University s relationship with applicants, offering them a personalised information and support through print, electronic and social media. 1

2 5.3 To create, develop and encourage individual and group initiatives for internal and external partners of the University, to convert enquiries into applicants, and applicants into students. 5.4 To develop, manage and monitor new strategies and tactics for promoting courses, departments and site locations, and promotional and recruitment opportunities and enhanced customer satisfaction. 5.5 To design, produce and disseminate on-line marketing resource packs for faculties, academic and support departments and individuals for use in applicant conversion. 5.6 To work with the Admissions team to develop and implement a coherent relationship marketing approach to provide an integrated customer journey from first enquiry to enrolled student. 5.7 To introduce new conversion initiatives grounded in a detailed operational understanding of the University s CRM system. 6. BACKGROUND INFORMATION: Marketing, Recruitment and Admissions Service is a central administrative department that services the whole University in support of the recruitment and admission of students to all programmes of study. The department provides the administration of all aspects of student recruitment, from marketing, initial contact and prospectus request, through to admission and works closely with the Management Information Section in the provision of information for senior managers and a wide range of other clients. The successful generation of applications has long been one of the University s continuing success stories. However, applicant conversion, through successful CRM activity, is becoming increasingly important in enabling the University reach undergraduate and postgraduate intake targets, and for retaining applicant interest throughout the application process. The post holder is responsible for turning enquiries into applications and applications into firm accepts across all taught undergraduate and postgraduate courses. 7. WORK PERFORMED AND/OR KEY RESULT AREAS: 7.1 Communication Builds meaningful relationships between the University and its prospective students through effective customer relationship management processes and activities in order to positively influence key decision making processes Produces, delivers and monitors communications to enquirers, applicants and their key influencers across print, electronic, in person, and social media Develops the most suitable approach with regards to the level and content of complex marketing communications, in order to best meet the needs of our various client groups. 2

3 7.1.4 Writes reports and presentations explaining the meaning and significance of market data to non-marketing experts throughout the University to engender buy in from academic colleagues for marketing imperatives Plans and produces core guides for specific target audiences (such as parents guides, mature students guides) and also develops individual communications plans for specific applicants and courses Writes regular, detailed analytical reports and presents the results and recommendations for action to colleagues, departmental managers, deans of faculty and the senior management team Produces and monitors the success of conversion materials, such as case studies, brochures, flyers, on campus conversion campaigns, e-newsletters and mail shots for a broad audience of stakeholders Authors a strategic communications conversion plan, showing the levels and timing of prospect engagement Supports colleagues in other departments by disseminating information that helps them develop an understanding of conversion activity Interacts extensively with academic and administrative staff at the University and with external agencies (such as the police and the Council, when planning events) Liaises with internal contacts such as teaching and non-teaching staff; senior managers, admissions tutors, programme leaders, heads of subject, admissions and recruitment colleagues, Careers, and Student Guidance and Support Services Acts as the first point of contact for all departmental conversion enquiries. 7.2 Teamwork and Motivation The post holder supervises five members of staff, including the Recruitment Co-ordinator, the Postgraduate Recruitment Officer, two Administrative Assistants, and the Marketing Clerical Assistant Leads and inspires colleagues across the institution in initiating innovation and change in the recruitment and retention of applicants Contributes significantly to the Department s wider CRM activity to support recruitment across all levels and all modes of study Works closely with the web team and the Digital Marketing Officer to produce and deliver electronic conversion campaigns and materials Plans Open Days and Applicant Days, and produces the appropriate marketing and conversion materials to motivate applicants and their key influencers to choose Chester Works closely with the Market Research Officer and key academic colleagues across the institution to maximise the use of key conversion data sources, and makes actionable recommendations. 3

4 7.2.7 Offers advice, guidance and support to academic departments undertaking conversion activities for public events and digital campaigns Works across all teams within the Marketing, Recruitment and Admissions Service to ensure that they are aware of all outputs, results and recommendations Works closely with the University s admissions teams to engage and convert applicants throughout the admissions cycle Enhances the understanding of the needs, motives and perceptions of customers and stakeholders with academic subject teams, MRA teams and other pertinent University wide groups Works with academic colleagues and the Digital Marketing Officer to execute custom-designed conversion strategies Works with academic colleagues and marketing colleagues to develop recruitment and conversion plans and activities for specific target groups and their key influencers. 7.3 Liaison and Networking Develops and maintains the University s recruitment profile by establishing strong dissemination links with the faculties, the Graduate School, the international Office and employer engagement colleagues Produces a number of annual conversion publications in collaboration with colleagues involved with recruitment and conversion across the University Works closely with faculties, academic departments and course leaders in the production of conversion materials Works closely with the Market Research Officer, the web team and the Digital Marketing Officer in establishing an effective team that can use new technologies to improve recruitment and retention across all subject areas Works with the Department s Outreach Office in offering a recruitment and conversion service specific to applicants with specific needs, or those who have been identified by the University Develops strong internal networks with academic and support colleagues to underpin joint conversion activities Develops and manages a network of student ambassadors to help and advise applicants about Chester courses and to encourage applicants to choose Chester Builds and maintains relationships with academic colleagues and support services to generate conversion Advises colleagues and senior staff regarding conversion strategies and messaging. 4

5 Builds and maintains positive relationships with key external and internal stakeholders. 7.4 Service Delivery Works proactively across academic and support departments to organise innovative recruitment and conversion activities that reflect sector best practice Builds up and monitors the University s enquiry base in a way that meets the needs of the Department, the wider University, and the University s various stakeholders Encourages and supports enquiry interaction between applicants and potential applicants and the University through events, personalised contact and social media interaction Maximises the University s marketing potential by providing departmental and senior managers with the summarized views, needs and perceptions of target customer groups. This activity is pivotal in shaping and delivering our marketing service Develops and manages strategic applicant-specific marketing plans, by developing individual, micro and group specific marketing strategies and tactics Plans and oversees on and off campus marketing and recruitment activities, including the collection of generated enquiries from external marketing events, as well as Open Days and Applicant Days Provides concise, relevant, forward looking projections and summaries for management purposes, based on a broad understanding of the complex issues that currently relate to the recruitment and conversion of student Provides sector intelligence to enable marketing activities to support and enhance the University s brand Ensures that all activities, campaigns and materials are monitored and regularly evaluated, and the results disseminated to colleagues across the University Takes the lead on customer management activities to facilitate people, processes, and technology working in synergy to increase conversion rates across all subject areas Interprets and responds to the voice of the customer with respect to their expectations, preferences and aversions, and ensures that events, activities and materials are in line with sector best practices and real-time benchmarking Propagates the University s and the Department s stated policies on equal opportunities, diversity and widening participation. 7.5 Decision Making Reporting to the Deputy Directors of the Department, the post holder has considerable input into the development of Departmental strategies and is expected 5

6 to contribute significantly in the development of the role as well as the activities of the post Day to day work is unsupervised, although the overall direction and departmental strategy will be formulated by the Director and Deputy Directors of the Marketing, Recruitment and Admissions Service Develops and delivers innovative ways of attracting and converting potential students, and to build influential customer relations with customers and their influencers Develops and manages the production of convincing information and promotional materials for internal customers (Faculties, Departments, programme leaders, support colleagues) through marketing channels identified by the post holder Delivers a variety of on-campus relationship-building activities that are effective and cost efficient in the medium and long term, and inspires academic and support colleagues to positively participate in them Manages on campus events for departmental and non-departmental clients and oversees their successful administration, including liaising with internal and external partners, estimating costs, and managing the staff involved on the day. This work is not supervised Determines date/time space requirements based on availability and client requests for on campus and off campus events and activities. 7.6 Planning and Organising Resources The post holder is not a budget holder. However, conversion activity is fundamental to the University s ability to successfully recruit students and build relationships with stakeholders, and the post holder must be able to prioritise conversion events and activities in the light of the Department s financial and human resources The post holder plans and organises the work of five members of staff, including the Recruitment Co-ordinator, the Postgraduate Recruitment Officer, two Administrative Assistants, and the Marketing Clerical Assistant Manages the Student Ambassador scheme, and also supervises work study students and interns Creates effective plans and to market new and existing courses and initiatives, managing the scope, creation and production of publications and collateral materials, both print and online. This includes oversight of a broad range of marketing tools, including digital, print, mail, broadcast, social networking, and other media Manages the logistics of events, including staffing, equipment, facilities, advertising and promotion, and any special requirements for those with specific needs Manages the annual schedule of recruitment fairs, including staffing, travel and accommodation. 6

7 7.6.8 Defines the scope of conversion projects and activities, the risks, and success criteria, including timelines, milestones and results Records conversion response data, collates results and disseminates them in a form that can be used to inform market activity and expenditure Maintains comprehensive, accurate and detailed records of conversion activities for wider Departmental and University use Responsible for equipment including hardware and software for internal use, as well as for equipment and materials for external use. 7.7 Initiative and Problem Solving Uses data analysis and stakeholder feedback to assess trends and apply them to future activities Assesses the marketplace for competitive activities that may be of benefit to Chester operations, and provides colleagues, deans and senior managers with analyses and recommendations Devises and implements innovative ways of attracting and keeping applicants, through establishing and maintaining brand influence and reputation Undertakes competitor benchmarking and competitor analysis, and formulates a pro-active modification to Chester activities where appropriate Conducts customer surveys and focus groups, interprets data and identifies patterns, and works with academic colleagues to provide conversion solutions Must be able to provide talks, presentations, information, advice and guidance about market data related to any academic or pastoral subject related to higher education application to any potential audience when requested Identifies through market intelligence other conversion opportunities such as events, materials and other methods of course promotion Works with course leaders, Faculties and marketing colleagues to plan and implement focussed conversion solutions for under-recruiting subject areas Contributes significantly to marketing communications team planning, problemsolving, and creative collaboration. 7.8 Analysis and Research Uses analytics to help increase conversion performance Evaluates the results of conversion events and proposes and implements improvements for upcoming events Analyses and disseminates performance in the delivery of conversion services against institutional and departmental goals. 7

8 7.8.4 Work with Director and Deputy Directors to evaluate marketing communications and strategies to ensure alignment with broader University strategies Draws actionable insights from conversion data and explains analytical results to non-technical clients in the form of reports and presentations Uses professional research techniques and statistical software, such as the Dynamics CRM system to manage, organise and analyse information Uses statistical data and customer feedback to produce conversion metrics that model and underpin a wide variety of recruitment strategies Evaluates past recruitment performance of individual undergraduate and postgraduates courses to determine increases or decreases in conversion rates, and identifies areas of concern. 7.9 Sensory and Physical Demands Generally, as expected of an administrative post Some off campus work and some out of hours work Work Environment Individual workstation in a shared office. Some off-campus work and some driving Physical effort as expected of an administrative post. Some heavy lifting of boxes and promotional equipment Hazards as expected from office equipment Pastoral Care and Welfare Demonstrates and disseminates the quality of good customer care Responsible for actively contributing to the implementation of University policies (e.g. on Diversity and Equality, Health and Safety, Staff Development etc.) and to seek to ensure that these policies are followed Encourages and motivates colleagues within the Department. As a supervisor, the role holder is the first point of contact for any welfare issues within their team Team Development Provides cascade training on customer relationship management to other colleagues in the Department and across the university where necessary Conducts staff developments interviews and mentors, coaches and guides administrative support staff, volunteers and student helpers Teaching and Learning Support 8

9 Mentors, coaches and guides administrative support staff, volunteers and student helpers Knowledge and Experience Education/Qualifications A degree or equivalent qualification is essential, and a marketing qualification desirable. Experience and Specific Knowledge A minimum of three years proven experience of education marketing and customer relationship management is essential Experience in the use of CRM systems, PC databases, spreadsheets and word processing packages is also necessary Experience of staff supervision is essential Accurate and clear report writing and presentation skills, methodical, well organised with good problem solving skills are all essential Familiarity with issues relating to recruitment and conversion is highly desirable. Other Specific Attributes Personal qualities should include tact, diplomacy and patience, being a good listener, yet firm and confident with advice and guidance General Takes responsibility for upholding and complying with the University s Equality and Diversity policies and for behaving in ways that are consistent with fair and equal treatment for all Complies with all University Health and Safety policies Performs other duties commensurate with the grade as may be reasonably requested by the Director or Deputy Directors. 9

10 PERSON SPECIFICATION Job Title & Department: Marketing Conversion Manager (Chester); Marketing, Recruitment and Admissions PERSON SPECIFICATION Criteria Qualifications: An honours degree or equivalent professional qualification Marketing qualification. OR Desirable Desirable Method of identification (i.e. application form, interview, test) Selection Panel use this section to match your skills and abilities to the criteria outlined Application Form Application Form Proven Experience: A minimum of three years proven experience of education marketing and customer relationship Experience in the use of CRM systems, PC databases, spread sheets and word processing packages Experience of staff supervision Application Form and Interview Application Form and Interview Application Form and Interview Knowledge, skills and abilities: Accurate and clear written skills, methodical, well organised with good problem solving skills are all essential. Familiarity with issues relating to recruitment and conversion is highly desirable. An analytical mind, a strong understanding of statistics, and an ability to handle quantitative and qualitative research Application Form and Interview Application Form and Interview Other Attributes: Good organisational skills, tact and diplomacy. Interview Flexibility of approach, ability to work on one s own initiative, and capable of integrating into a closely-knit team. Interview Requirements are those, without which, a candidate would not be able to do the job. Applicants who have not clearly demonstrated in their application that they possess the essential requirements will normally be rejected at the short listing stage. Desirable Requirements are those that would be useful for the post holder to possess and will be considered when more than one applicant meets the essential requirements. 10

11 UNIVERSITY OF CHESTER TERMS & CONDITIONS OF EMPLOYMENT CONVERSION MANAGER (CHESTER) SALARY SCALE University Scale OS8, points 27-30, 27,428 29,972 per annum payable monthly in arrears. RESIDENCE REQUIREMENT It is a requirement of this post that within 12 months of appointment, the post-holder should live within a 30 mile radius or within a one hour travelling time by public transport from the University. HOURS OF WORK Monday to Thursday 9.00am pm Friday 9.00am pm A flexible approach to work will be required as there may be occasions when it would be necessary for you to work additional hours as dictated by the workload. HOLIDAY ENTITLEMENT 22 days per annum (pro-rata during the commencement and cessation years), rising to 27 days after five years' continuous service. Two extra statutory days per annum during the Christmas period. MEDICAL EXAMINATION Successful candidates will be required to complete an Occupational Health questionnaire, and may be required to undergo a medical examination. ESSENTIAL CERTIFICATES Short-listed candidates will be asked to bring to interview, proof of qualifications as outlined on the Job Description and Person Specification provided. Upon appointment, copies of essential certificates will be required by HRM Services. PENSION SCHEME The University is an admitted body to the Cheshire local government pension scheme. All support staff are eligible for membership of the scheme, and upon appointment, will be asked to indicate whether or not they wish to join the scheme. EQUAL OPPORTUNITIES The University has a policy of equal opportunity aimed at treating all applicants for employment fairly. SMOKING POLICY The University operates a No-Smoking policy. PROBATIONARY PERIOD A nine months' probationary period applies to all University posts. CLOSING DATE Completed application forms should be returned to HRM Services, University of Chester, Parkgate Road, Chester, CH1 4BJ, no later than 12.00pm on Thursday 25 th August 2011 quoting reference number HRMS/

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