Cambridge Judge Business School Further particulars

Transcription

1 Cambridge Judge Business School Further particulars JOB TITLE: REPORTS TO: MBA MARKETING & COMMUNICATIONS CO-ORDINATOR HEAD OF MBA MARKETING & COMMUNICATIONS Background The MBA is a major teaching programme of Cambridge Judge Business School. It is the primary means by which the School has been able to grow and establish its reputation. The MBA class size is currently 157. Our focus in the coming years is to raise the quality of the student body in an increasingly competitive environment. The MBA Marketing and Communications team is responsible for promoting the School and the MBA in order to attract approximately 1000 applicants of the highest quality to this flagship MBA programme. The role holder, reporting to the Head of MBA Marketing and Communications, and working closely with the MBA Admissions team, will be specifically tasked with implementing the MBA marketing and communications plan across a range of channels. The work covers a wide range of skills and techniques and the role holder must be comfortable with technical aspects, database structures, query building and interpreting, but also have excellent interpersonal/customer service skills to communicate with MBA prospects, the creative skills to write persuasive marketing copy and plan visually impactful materials, and the confidence and skills to maintaining relationships with third party suppliers, agencies and stakeholders, including any of the 3,000 MBA alumni and circa 160 current students. The team also works closely with the MBA Programme and Careers teams, providing a service to these teams regarding communications and marketing projects, advising others of marketing techniques, messaging priorities, and coordinating some multi-team projects. The role The role-holder is responsible for executing a wide variety of marketing and communications activities outlined in the team's plan, in order to inform, attract and engage top-quality international professionals to apply for the Cambridge MBA programme, which delivers revenue of over 5m per year to the School in MBA application and tuition fees. Because of the significance of the MBA to the School's overall reputation and impact, this marketing work is crucial in maintaining positive perceptions of the School and University around the world, amongst a wide variety of audiences. So while achieving MBA admissions targets are the main objective of this role, there is a wider remit in terms of contributing to the School's international reputation and also maximising student experiences. MAIN RESPONSIBILITIES 1

2 Customer relations/sales support Use a CRM system to build content which promotes the MBA to an international prospect database; write copy, schedule the delivery of the communications plan, undertake data mining, audience segmentation, and analysis of results. Conduct telephone campaigns with groups of MBA prospects and candidates, identifying potential conversions and engaging with candidates in the most effective way to lead to an application from them. Use the CRM system to promote conversion projects such as webinars and virtual events; lead webinars, giving information to candidates and moderating discussions. Present information at online webinars, engaging with candidates to answer their questions about CJBS and the MBA. Contribute to projects which develop the performance of the CRM system, for example changes to functionality, design templates and reporting capabilities. Report on performance of communications plan to Head of MBA Marketing and Admissions Manager in order to inform MBA admissions strategies. Under the guidance of the Head of MBA Marketing, source suitable customer lists from external sources, and oversee the smooth integration of those lists within the CRM system and communications plan. Create templates, write copy, source imagery, set up schedules for marketing campaigns for Careers/Business development team objectives. Advise other teams on use of communication platforms - providing content and design templates. Maintain strong relationships with MBA class and alumni in order to source feedback, market related information, promotional content ideas, and support with marketing and admissions tasks. Manage creation and delivery of communications pieces specifically for MBA alumni. Manage creation and delivery of communication plan with in-progress applicants pool to seek completion of application: segmenting audience and driving conversion projects, such as webinars, s, promotions; using social media and telephone tactics. Work with MBA Admissions team to implement the communications plan for post-applicant pool - from interview and offer communications through to enrolment and pre-course materials. Relationship management: promotional agents/third parties Build and maintain relationships with third-party agents which covers our regional targets; research options for further development of this list. Build and maintain awareness of sales and promotional opportunities available through those third parties, managing communications which deliver information to them, and maximise promotional opportunities they offer. Liaise with agents over potential MBA prospects; giving information about the MBA. Engage with scholarship awarding groups to maximise promotional opportunities and drive future partnerships. 2

3 Recruitment events Work with the MBA Admissions team to promote MBA admissions and recruitment events around the world, contributing to decisions on location, schedule and format of events. Manage the production and delivery of promotional campaigns in order to attract sign-ups for those events. Plan and deliver follow up communications to maximise conversion of new leads to application. Work with event attendees to promote engagement - driving conversion activities such as webinars, social media and web based promotion to encourage application. Work with MBA Admissions team on the format and delivery of MBA Interview Day to maximise conversion impact: creating presentations, printed materials, supporting materials, follow ups, feedback etc. Attend recruitment events to represent CJBS and help maintain market knowledge, through speaking to candidates one-to-one about CJBS and the MBA programme. Liaise with alumni to provide up to date information about the MBA to support MBA sales efforts, helping to ensure that they are an effective ambassador for the programme. Create and distribute promotional and informative content Social media/press Post stories across Facebook, Twitter, and international alternatives such as Sina Weibo; write content, source imagery, source comment from students/ alumni/experts. Use metrics system to track and analyse performance. Collaborate across CJBS teams to co-ordinate School-wide promotional opportunities. Support social media channels of other MBA teams by advising on best practice and integrating messaging. Identify stories for potential press coverage: suggest alumni/students/ faculty to contribute to stories, liaise with External Affairs to write press releases and advise on target list of international press. Advertising Liaise with media agency and designers to execute the international print and online advertising plan. Use social media to promote admissions events, targeting specific audience groups and creating relevant content. Create content for online and print directories such as FT.com. Use CJBS website to advertise key events and activities related to MBA admissions, such as open days, admissions deadlines etc. Identify opportunities for cross promotion of the MBA and other CJBS degree programmes across advertising channels in use. 3

4 MBA webpages: content and structure Use knowledge of MBA market and our messaging priorities to manage the schedule and delivery of promotional content on the MBA webpages and wider CJBS website - copy-writing, sourcing imagery, seeking contributions from relevant parties, using a Content Management System to load content, and liaising with Online Communications team to select suitable formats and design for promotional content. Under the guidance of the Head of MBA Marketing, work on web development projects which improve the effectiveness of the MBA webpages as a marketing and recruitment tool, contributing to strategies for improvement. Manage the provision of customer interfaces on the MBA web section to maximise efficiency. Contribute to projects which seek to maximise online communications with current students by advising on visual styles, navigational structure, copy-writing and image sourcing. Signage: write copy for digital signage aimed at students; provide templates to others to ensure branding guidelines are followed and consistency of message is maintained. Printed materials production Under the guidance of the Head of MBA Marketing, brief design agencies, photographers and others to produce printed materials for MBA marketing and communications purposes. Coordinate use of branded templates across all MBA programmes to ensuring consistency of visual identify and messaging. Manage the day-to-day schedule for printed publicity projects to ensure value for money and timely delivery of projects; co-ordinate proofing stages and ensure high quality finished production standards. Manage the production of promotional for events, office space and stakeholder gifts. Research and analysis Use a variety of tools to run regular analysis of marketing projects, such as Google Analytics, response reports, advertising reports, and social media metrics. Research trends in MBA applications and GMAT test taking, to inform recommendations for marketing and admissions strategy. Generate and interpret reports from the GMASS database of GMAT test takers to research MBA interest in target markets or applicant pools. Work with MBA Admissions team to identify any areas of weakness in the enquirer and applicant pool and make recommendations to address. Benchmark the Cambridge MBA and marketing initiatives against competitors, for example competitor promotional activities. Maintain knowledge and understanding of the MBA experience and career impact in order to advise on and create appropriate marketing materials. Team work and training Assist with recruitment and induction of team members. Providing training and advice as necessary. 4

5 Provide and present information on the MBA marketing and communications initiatives to members of the wider MBA team and School. Prepare and provide relevant marketing information for staff and alumni participating in MBA promotional events. Attend the weekly Admissions and Marketing meetings to discuss admissions targets and performance, report on marketing projects and contribute to discussions about strategy. Marketing administration Coordinate the financial management process: liaise with suppliers to obtain invoices, track project expenses to ensure adherence to agreed budgets, pass invoices to CJBS Finance office; file invoices received. Support Head of Marketing in creation of budget proposal by researching options and obtaining quotes. Order stationery and materials for events as required. The person The ideal candidate should have the following qualities, skills and attributes. You are asked to demonstrate how your own experience meets these requirements in the 'suitability for the role' section of the online application form. Essential Degree level education or equivalent. Experience in the production of marketing materials, for example copy writing, printed items, display items. Experience in a relevant post within Higher Education, professional services, marketing or in selection/recruitment of people is preferable. Customer service or sales experience is highly desirable. Knowledge of the MBA market and the offerings of leading business schools. Experience of building and maintaining effective working relationships with stakeholders and suppliers at all levels. Ability to plan and execute sales communications and presentations via telephone and online platforms. Commitment to providing outstanding levels of customer service, including the ability to act as a strong ambassador for Cambridge Judge Business School and the University of Cambridge. Excellent interpersonal, communication and presentation skills. Cultural awareness and sensitivity. Substantial knowledge of or strong interest in delivering high-end products or services. First class copy writing skills with strong attention to detail. Creative design abilities; ability to identify potential design concepts, assess design proposals and use of imagery etc. Strong initiative to generate ideas for promotional campaigns; ability to seek out and manage contributions from others. Ability to work under pressure and to tight deadlines. 5

6 Highly developed planning and analytical skills. Demonstrable operational and budget management skills. IT literate and competent in the use of databases, spreadsheets, Word and the internet. Willingness and interest to participate in MBA conferences and other professional activities. Willingness to work occasional non-standard hours and weekends during busy recruitment periods and at times of special events, such as Graduation Weekend and open days. Benefits This is a full-time position working 36.5 hours per week. Holiday entitlement is 28 days per annum plus eight days of public holidays. The salary will be in the range 27,057-32,277 per annum. The full incremental salary range for the position is advertised in order to demonstrate the progression for the Grade. In the majority of cases appointments will be made at the Grade minimum; only in very specific exceptional circumstances can a higher salary be offered. The University of Cambridge comprises more than 150 departments, faculties, schools and other institutions, plus a central administration and 31 independent and autonomous colleges. It is one of the world's oldest and most successful Universities, with an outstanding reputation for academic achievement and research. With excellent benefits, extensive learning opportunities and a stimulating and attractive environment, the University of Cambridge is a great place to work. Our employees are eligible for a wide range of competitive benefits and services. We give them access to numerous discounts on shopping, health care, financial services and public transport. We also offer final salary pensions and tax-efficient bicycle and car lease schemes. We have two nurseries and a holiday play scheme to help support those with childcare responsibilities and we offer various types of family-friendly leave to aid employees' work-life balance. In addition we operate a number of initiatives to promote career development, health and well-being. Further details can be found at There is also a range of information about living and working in Cambridge at Application arrangements To submit an application for this vacancy, please search for this position on the University's Job Opportunities website at and click on the "Apply online" button at the bottom of the relevant job description. This will route you to the University's Web Recruitment System, where you will need to register an account (if you have not already) and log in before completing the online application form. The closing date for applications is 19 October Applicants are required to provide details of two referees. These will not be contacted unless the applicant is shortlisted. Equality of opportunity at the University The University of Cambridge is committed to a proactive approach to equality, which supports and encourages all under-represented groups, promotes an inclusive culture and values diversity. Entry into employment with the University is determined by personal merit and by the application of criteria required for the post. No applicant for an appointment or member of staff will be treated less favourably than another 6

7 on the grounds of sex (including gender reassignment), marital or parental status, race, ethnic or national origin, colour, disability (including HIV status), sexual orientation, religion, age or socio-economic factors. The University has various diversity networks which help it to progress equality; these include the Women's Staff Network, the Disabled Staff Network, the Black and Minority Ethnic Staff Network and the Lesbian, Gay, Bisexual and Transgender Staff Network. In addition, the University was ranked in the top 100 employers for lesbian, gay and bisexual (LGB) staff in Stonewall's Workplace Equality Index Information if you have a disability The University welcomes applications from individuals with disabilities and is committed to ensuring fair treatment throughout the recruitment process. Adjustments will be made, wherever reasonable to do so, to enable applicants to compete to the best of their ability and, if successful, to assist them during their employment. We encourage applicants to declare their disabilities in order that any special arrangements, particularly for the selection process, can be accommodated. Applicants or employees can declare a disability at any time. Applicants wishing to discuss any special arrangements connected with their disability can, at any point in the recruitment process, contact, a member of Cambridge Judge Business School's HR team who are responsible for recruitment to this position, on (01223) or by on hr@jbs.cam.ac.uk. Alternatively, applicants can contact the HR Business Manager responsible for the department they are applying to via hrenquiries@admin.cam.ac.uk. 7