Appointment of Director of External Relations

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1 Appointment of Director of External Relations

2 The School Giggleswick is a co-educational boarding school with day pupils situated in the stunning rural location of the Yorkshire Dales, within walking distance of the popular market town of Settle, and just over an hour from both Leeds and Manchester. With around 500 pupils aged 3 to 18 in the Junior and Senior Schools, Giggleswick is large enough to offer a wide variety of teaching and learning opportunities, but small enough to offer close tutorial support, small classes and opportunities for everyone to get into teams or to take part in music, art, drama, outdoor pursuits (OP), and all the other activities we offer. The curriculum is deliberately broad, with choices offered as pupils get older and have the experience to be selective. There is a commitment to science and language teaching for everyone up to GCSE level with the overall emphasis on each individual reaching their potential at every stage. Parents value our breadth and the respect for the talents of each individual. The School has seven boarding houses, each with Senior House Staff, Matrons, and a full team of Tutors. Day pupils are fully integrated into the House system and are fully included in everything on offer. An extended school day is structured around the benefits of a boarding community and day pupils therefore stay in School until the evening. We have invested 13m in new facilities in the last ten years to give the School the best possible classrooms and sports facilities. The last major development was the Richard Whiteley Theatre, opened in 2010, since then over 1m has been spent on upgrading boarding. The governors are now keen to move forward with the next significant development project. 2

3 The Role The Director of External Relations is a new role for Giggleswick, taking overall responsibility for developing and delivering a multifunction strategy, ensuring the efforts of all external relations departments are delivering one coherent strategy (ie the Marketing, Commercial and Development & Alumni Departments), bringing together the following vital strands in the school s activity: Marketing to take responsibility for planning and leading the marketing strategy for the whole School taking a co-ordinated cross functional approach to ensure a coherent and effective marketing strategy is delivered across all functions dealing with external relationships. Pupil recruitment to develop both UK and International recruitment strategies to ensure smooth registration with timely and appropriate communication to prospective parents. Communication to oversee and maintain continuous dialogue and feedback with key internal and external stakeholders and to act as brand guardian. School events - management of/guidance on all pupil recruitment and public relations events, from open days to speech days, including social events and special occasions. Wider community - promotion and development of the School s image amongst all its constituencies including parents, former pupils, feeder schools, businesses and the wider community in general. Development and alumni to establish and implement a strategy and to maximise opportunities for friend-raising, fund-raising and major donations in support of School objectives. Commercial lettings to be responsible for the line management of Giggleswick International Summer School, Giggleswick Summer Schools and Revision courses and to oversee the school s lettings activity. 3

4 IDEAL CANDIDATE PROFILE The ideal candidate will have a track record of success in strategic marketing, alumni and development, communications, general management, customer care and people leadership, preferably in a comparable organisation. He/she will have a keen understanding of independent education and boarding in the North of England. The successful candidate will be a credible ambassador for the School, able to work effectively with different groups of people, bringing about change with vigour, good humour and tact. He/she will have the ability to apply sound marketing principles to the School s environment, taking into consideration the perspective of target audiences and the dynamics of the marketplace. He/she will have the proven track record of delivering a cross functional strategy and of increasing departmental effectiveness. The successful candidate will have a proven track record of delivering a cross-functional strategy and increasing departmental effectiveness. He/she will be able to identify opportunities to align the efforts and objectives of the external relations departments to create synergies which will add value and improve efficiency. MANAGEMENT AND LEADERSHIP The External Relations Director will be a member of the Senior Management Team and the Boarding Development Group. He/she will be responsible for the Marketing, Admissions, Development and Commercial teams and will have significant scope to work with the Headmaster to determine the future structure of these functions within the new External Relations Department. There will be a close working relationship with other key constituents of the School including Governors, Bursar, teaching and support staff, past, current and prospective parents and old Giggleswickians. The Director of External Relations will motivate and guide everyone who contributes to the External Relations functions and will ensure training and mentoring is provided as necessary. PLANNING, REPORTING AND BUDGET MANAGEMENT After consultation with the Headmaster and other key staff, the External Relations Director will take responsibility for action plans in support of Marketing, Admissions, Development and commercial activities designed to meet the strategic needs and objectives of the School. Based on appropriate research, these plans will set out the targets, priorities, timetable and resourcing of Marketing, Admissions and Development activities. He/she will also manage all the budgets associated with these activities and report regularly on progress to the Head, Senior Management Team and Governors. 4

5 Specific responsibilities MARKETING Recruitment - to maximise the desired number of entrants at 3+, 11+, 13+ and Sixth Form as required Retention - to meet School targets Develop and implement an internal marketing programme Plan and implement a programme of communication with the School s stakeholders: Prep School, Junior School and Primary Heads, media (editorial and advertising) through School publications as well as presentations and events Establish a means of on-going dialogue with stakeholders to monitor feedback and test ideas Brand management Brand guardian Manage all elements of the School brand to ensure that the brand remains consistent with the values, ethos and objectives of the School COMMUNICATION Media links editorial and advertising Local Develop close relationships with Editors and other key media personnel Maintain a stream of newsworthy items showcasing the breadth of School activities Identify opportunities for comment pieces for the Headmaster and other senior staff National Develop a suitable regional and international profile for the School in support of marketing objectives Keep abreast of general and national press to ensure School is aware of current issues and writes appropriate articles Advertising Manage the School s current advertising year and make recommendations for when, where and how to advertise, both in print and online 5

6 COMMUNICATION External School publications Manage printed publications and make recommendations for any additional/alternative publications Oversee the writing and editing of all printed communications Oversee the School website to ensure that this is regularly maintained and updated and pertinent to target audiences Monitor and manage the use and development of all digital communications tools, including the Giggleswick app and the use of both established and emerging social media platforms Parents Oversee parent communication and all parent events Identify opportunities to enhance parent communication Feeder school Heads Further develop relationships with existing feeder schools through a programme of visits and activities Establish relationships with new feeder schools through a programme of visits and activities, supported by up to date and relevant information Establish and manage an efficient feedback system to Prep and Primary Schools Internal Staff Manage communication with staff and identify areas or improvement ADMISSIONS Ensure systems and procedures in support of Admissions are effective and follow best practice Oversee the production and presentation of management reports in support of admissions activity Oversee arrangements for Open Days, Open Mornings and other visits by prospective parents and pupils Review and manage attendance at recruitment fairs in the UK and overseas Oversee current and future use of agents Create connections with new agents as appropriate Oversee Tier 4 visa applications; remain up to date and ensure compliance with UKVI regulations for international students EVENTS Develop a programme of events in support of all external relations activities which meets the needs of a wide range of stakeholders including: Prospective pupils and parents Current parents Old Giggleswickians Parents and Parents Association Feeder School Heads International agents and consultants Existing and potential donors 6

7 COMMUNITY RELATIONS Develop community relations initiatives in support of external relations activities. DEVELOPMENT (FUNDRAISING AND ALUMNI RELATIONS) This is a crucial department in the future planning of the school that until recently has been managed by a Director of Development. The new DoER will be expected to review the roles of this department and to develop a programme of friend-raising events and on-going communication as the precursor for effective fundraising Maintain excellent relationships with the OG Club and its committee and other volunteers Establish a programme of appropriate fundraising in support of School fundraising objectives Ensure that the Development function follows the School s (and Charity Commission) regulations and practices for financial management In conjunction with the Bursary establish policies for accepting and stewarding gifts Establish and maintain due ethical standards in the Development operation Continue to develop the School s Development office database COMMERCIAL DEVELOPMENT To take overall responsibility for the line management and delivery of the Giggleswick International Summer School and Giggleswick Summer Schools and revision courses To oversee the School s letting activity letting of accommodation to third parties for residential and non-residential courses, including revision course offered by the School To liaise with the Domestic and Lettings Manager and Director of Catering in order to accommodate the requirements 7

8 The qualities and key skills required LEADERSHIP The vision, energy and ability to motivate and guide others across a number of departments. INTERPERSONAL SKILLS Demonstrable ability to build rapport and communicate persuasively with people of different backgrounds. KNOWLEDGE OF MARKETING AND ADMISSIONS In depth knowledge, ideally gained through experience in an education environment, of best practice in marketing and admissions together with proven ability to establish and implement a sound marketing strategy. KNOWLEDGE OF FUNDRAISING AND ALUMNI RELATIONS An appreciation of fundraising techniques and managing alumni relations. COMMUNICATION The ability to write and speak messages that are clear, convincing and inspiring. An appreciation of how to use different media to best effect with different audiences. The qualities and key skills required INTELLIGENCE The 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 multiple projects over long periods. ENGAGEMENT An understanding of and belief in, the aims and ethos of independent education in general and the School in particular. IT AWARENESS Competence in standard office software (word-processing, presentation and spreadsheet packages). An understanding of, and an ability to interpret, databases and their use in customer relationship management. Familiarity with social media platforms and their effective use in a communications strategy. 8

9 ATTRIBUTES ESSENTIAL CRITERIA DESIRABLE CRITERIA KNOWLEDGE In depth understanding and appreciation of the principles and practices of schools marketing and admissions functions Understanding of the principles and practices of fundraising and alumni relations Working knowledge of databases/crm systems Working knowledge of market research techniques SKILLS & ABILITIES Strategic planning and implementation at senior level Excellent written and verbal communication skills Able to interact well with people at all levels Competence in the management and motivation of others Success working with and managing volunteers Able to establish a strong and cohesive team Significant budget management Maximising the Schools interaction with the media Competence in IT and database skills (CRM systems) International experience Website management Ability to drive through change across a number of departments. EXPERIENCE Demonstrable experience of managing a marketing function in a relevant environment Working at senior management level Successful management of diverse teams Experience of schools marketing and admissions Experience of schools fundraising and alumni relations Experience of delivering a cross functional strategy QUALIFICATIONS Educated to degree level or equivalent Recognised marketing and/or admissions qualification PERSONAL CIRCUMSTANCES Current driving licence Willing to attend Open Days and other School events Willing to play an active part in the life of the Giggleswick School community Willing to work out of hours as and when School functions occur Willing to undertake overseas visits EQUALITY Candidates must demonstrate understanding of and acceptance and commitment to the principles underlying equal opportunities CUSTOMER CARE Knowledge and understanding of effective customer care and management 9

10 Remuneration and terms of employment The salary will be in the region of 60,000 per annum dependent upon candidate skills and experience, with 6 weeks holiday + Bank Holidays a year. Where relevant, substantial fee remission will be offered to the children of the successful candidate. The candidate will be able to eligible to join the school s contributory pension scheme, subject to Governor approval. The notice period will be 6 months following an initial probationary period. The Application Process Applicants should send a completed RSAcademics Application Form to To arrange a confidential discussion, please call Judy Brown on or her Closing date for applications: Thursday 5th February, 10am Telephone interviews: Monday 9th to Wednesday 11th February First round interviews at Giggleswick: w.c. 23rd February Second round interviews at Giggleswick: w.c. 9th March Founded in 2002 by Russell Speirs, RSAcademics specialises in schools, in the UK and internationally, advising on marketing strategy and research, leadership consultancy and the search and selection of Heads and senior staff. Comprising a team of the best schools marketing professionals and respected former school leaders, RSAcademics provides a high quality service to schools with rigour, experience and warmth. Please visit for more information 10

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