Candidate Brief. Events Marketing Executive. August 2015

Transcription

1 Candidate Brief Events Marketing Executive August 2015

2 Dear Candidate, Thank you for the interest you have shown in the role of Events Marketing Executive. This is a great opportunity to join our Events and Community Fundraising Team and support a small portfolio of varied and dynamic fundraising events. The role is fast paced, varied and exciting and will give you the opportunity to work with one of the world s leading NGO s. Our small, but well-formed team is responsible for raising vital funds through Events and Community Fundraising, you will play a key part in the success of our events, ensuring they are appealing and promoted to existing and new supporters. You will be a vital part of the team, responsible for generating leads/enquiries and registrations for our fundraising events. Our Fundraising Events Executive will convert enquirers to registrations and maximise their fundraising, so in order for us to meet our ambitious targets we need both of these roles to work together and achieve success. We are looking for a competent marketer with strong copy writing skills and a good understanding of how to analyse results in order to plan and amend marketing campaigns. You will have experience of advertising products through different channels as well as to local communities and existing supporters/customers. You will be passionate about International Development and able to tailor complicated messages and deliver them to different audiences with a varied understanding of our work. You will need to be highly organised and have a dynamic and agile approach in order to respond to results and maximise success. You will be working on a small but varied portfolio of events, including our female focussed campaign Walk In Her Shoes, and our 26mile multi-activity corporate focussed Construction Challenge. You will be creative and innovative with our modest budget and work with our advertising agency as well as direct with publications to deliver multi-channel marketing campaigns which inspire new and existing supporters. During event season you will be a key part of the delivery team, this will often mean up to 3 nights away in the event location to assist with preparation and delivery We hope after reading this brief, you feel you have the right skills and experience- if so, we would encourage you to make an application.

3 Background Information CARE is one of the world s leading humanitarian and development organisations. Founded nearly 70 years ago with the CARE package, CARE now fights poverty and injustice in 84 countries and has built up a strong reputation for innovation and impact. CARE s programmes focus on achieving lasting change by tackling the underlying causes of poverty and strengthening the capacities of poor communities to help themselves. In everything we do, CARE places special focus on gender issues and working alongside poor women and girls because, equipped with the proper resources, women have the power to help whole families and entire communities escape poverty. Women are a vital part of CARE s community-based efforts to improve food and nutrition security; protect life and resilience in humanitarian crisis; increase access to quality healthcare and education and expand economic opportunity for all. CARE helps poor people have a greater say about the decisions and policies that affect their lives, supporting them with information and skills so they can challenge decision-makers. CARE s advocacy efforts also bring evidence from our programmes of what works to change policy and practice at both a local and global scale. CARE is a non-sectarian and nonpartisan organisation.

4 About the CARE Confederation CARE International operates in 84 countries, but is held together by 13 national members. These national agencies are separate legal entities but operate through one presence in each country and work together under the CARE International Board and Secretariat, based in Geneva. They are bound together by the CARE code. Globally CARE employs 8,000 staff, with over 95% of them locally sourced and has an annual income of $800m. CARE has just agreed a new global Program Strategy which will govern all of our work and which will mean that by 2020, CARE and our partners will support 150 million people from the most vulnerable and excluded communities to overcome poverty and social injustice. About CARE International UK CARE International UK is an important part of the global CARE International confederation and one of the largest and most influential members. We employ 115 staff and generate around 45 million a year for CARE s poverty-fighting work. As well as raising money for CARE s humanitarian and development work around the world, we provide programme expertise in four key areas: Humanitarian response With a long-term presence in many of the world s most vulnerable places, we take a comprehensive approach to emergency response including preparedness, immediate assistance and long-term recovery. We have a particular focus on women and girls; shelter in emergencies, and building resilience through our climate change adaptation and food security work. Women s Economic Empowerment We are working with poor women to give them access to economic resources through programmes on financial inclusion, supply chains and workers rights. The private sector has a critical role to play in reducing poverty and supporting women s economic empowerment. We take an innovative approach to engage with the private sector at global, national and local levels to improve the impact of their activities so that real opportunities are created for poor people. CIUK has also launched Lendwithcare a new solution for financial inclusion which offers the chance for people in the UK to make small loans to poor entrepreneurs.

5 Preventing and responding to sexual violence in conflict In an increasingly turbulent world, we provide expertise and support to our field operations in countries experiencing conflict, by supporting programmes spanning peace-building, reconciliation and rehabilitation. Protecting women from violence and increasing their participation in peace-building is a major advocacy priority. Governance The capacity of poor people to influence the institutions that govern their lives is fundamental to addressing the underlying causes of poverty. We work at a local level to help the most vulnerable and marginalised hold public authorities and other power holders to account for how they take decisions and allocate public funds. Within the CARE confederation, we have five strategic roles. We: 1. Design and deliver quality programmes that address the underlying causes of poverty and specifically examine and address the disproportionate impact of poverty on women and girls. 2. Advocate for policies to help the poorest, and change government and business practices to bring about lasting social change among communities living in poverty and affected by crises. 3. Raise strategic and transformational funding for CARE s poverty-fighting programmes in the world s poorest and most vulnerable communities. 4. Support CARE International s global transformation to achieve broader and deeper impact in our fight against poverty by providing strategic direction, resource and expertise. 5. Value our staff and strengthen our organisational effectiveness and accountability.

6 Background to the job/the team As the Events Marketing Executive you will be responsible for marketing CARE events and maximising the effectiveness of our website to ensure the best conversion rates and event participation. You will work on CARE s corporate team events as well as individual events, marketing to a variety of different audiences. You will also line manage the Community Fundraising Coordinator and ensure activities are on track to meet targets. Team organogram Head of Events & Community Fundraising Events Marketing Executive Fundraising Events Executive Events Logistics Coordinator Community Fundraising Coordinator

7 Job Description 1. Overview Job Title: Section/Department: Reporting to: Accountable to: Location: Events Marketing Executive Events/Marketing Head of Events and Community Fundraising Marketing Director/ Head of Events and Community Fundraising Vauxhall, London Line Management Responsibility: The post holder line manages the Community Fundraising coordinator. Budgetary Responsibility: The post holder is responsible for 100,000 marketing spend and is partly accountable for the 650,000 income budget that the team is responsible for. Contacts: External: Creative Agencies Printers and mailing houses Media publications Event Participants Suppliers Internal: Head of Events and Community Fundraising Communications team, including PR and digital Fundraising Events Executive Supporter Care Raisers Edge Manager Database analyst Finance Team 2. Job Summary The post holder will develop and manage all marketing and communications activities related to CARE s fundraising events including Walk In Her Shoes, Snowdon Sunrise Trek, Laos to Cambodia bike ride, Ride London and Ben Nevis Sunrise Trek. You will develop and deliver innovative marketing plans on a modest budget to maximise participation in the

8 events and ensure we meet our budget. You will work with external designers and agencies to produce marketing collateral and place adverts and oversee the events content on our website to maximise the effectiveness of marketing. You will analyse results to measure the effectiveness of the marketing and use the results to inform changes in current plans as well as the development of future plans. You will also manage the Community Fundraising Coordinator and ensure income targets are met. 3. Specific Areas of Responsibilities Marketing Creating and delivering marketing plans for all events to reach the relevant target audience Promoting the events to the existing CARE database using Mailchimp, monthly newsletters, mailings and attending supporter events Building and managing relationships with advertisers to ensure we receive the best rates and pro bono support Work with our advertising agency to develop multi-channel advertising plans which will drive the best results. Providing them with all assets required to deliver this advertising. Briefing with and work with designers and printers to develop materials, for example leaflets and print adverts Increase traffic and conversions on the events pages of the website Writing engaging copy for marketing materials, promotion s and the website to maximise interest and participation in events Identifying opportunities to test new marketing channels and increase participation in events Using local approaches to engage with groups and communities to promote appropriate events Work with the communications and events teams to use social media channels to engage Report regularly to Head of Events and Community Fundraising and the Walk In Shoes working group with marketing plans and results Source appropriate images and music to be used in marketing, ensuring we have relevant licences, permissions and adhere to data and vulnerable people policies Make sure print deadlines are met and materials are ready on time Manage marketing expenditure budgets ensuring there is no overspend Work with external mailing houses if we are sending out mailings Work with script writers and radio advert producers where necessary Working with the Comms/PR team to ensure messaging is consistent Analysis Work with the database team and supporter care to ensure data is captured on the database in a meaningful way that can be analysed

9 Analyse reports received from our advertising agency to monitor progress of campaigns and make adjustments if needed Work with internal data analyst to profile events supporters to inform future marketing approaches and channels Create and use trackable links to ensure results can be monitored accurately Use Google analytics to monitor website performance so issues can be identified and dealt with Events Contribute to the conceptualisation of future events to ensure they are appealing to our audiences Set KPI s for marketing activity with the Head of Events and Community Fundraising and evaluate the activity in the post event evaluation Booking and briefing photographers and videographers to ensure we get the best results and have assets for future events Ensuring branding is strong at events so the photos and videos reflect that the event is a CARE event Attend events and support the delivery of events and ensure supporters get the best possible on the day experience Produce any materials that might be needed on event day, for example programmes/leaflets given out at our International Women s Day Walk Sit on the working group for our International Women s Day event and contribute to event planning and delivery Community Fundraising Line manage Community Fundraising Coordinator to ensure targets are met Support and advise the CFC with any challenges being faced Keep Head of Events and Community Fundraising up to date with CF developments and achievements Data Protection The post holder hereby agrees not to disclose any confidential or sensitive information to a third party or outside organisation except where required to do so by law. Health and Safety The post holder agrees to abide by CIUK s Health and Safety principles and code of conduct and to take all reasonable steps to ensure both their own safety in the work place as well as that of their colleagues. Equal Opportunities The Post holder agrees to promote and uphold the principles of equal opportunities in accordance with CIUK s Equal Opportunities Statement and all related policies.

10 Person specification ESSENTIAL Abilities/Skills: DESIRABLE Excellent copy writing skills Strong analytical approach and understanding of results data Strong negotiation skills Ability to be creative with small budgets Able to prioritise work and manage time effectively. Excellent project management. Able to work well as part of a team Able to meet deadlines and targets Experience: Experience of working in a marketing or fundraising environment. Experience of planning and delivering marketing campaigns Experience using a CMS for a website Experience of working with third-party agencies and suppliers. Experience of the production and printing processes. Experience of briefing and working with designers Knowledge/Qualifications: Experience managing budgets Line management Experience of working with photographers and videographers Computer literate, able to use Microsoft Office. Degree level or equivalent by experience Knowledge of Raiser s Edge. Knowledge of In-Design. Other Requirements: Willing to assist with the running of outdoor events. Commitment to the aims of CARE An interest in overseas development issues Full UK driving licence An interest in outdoor events

11 Application Process To apply please send your completed application form via to quoting C721 in the subject line or Via post to Human Resources Department, CARE International UK, 9 th floor, 89 Albert Embankment, London SE1 7TP. Closing date: 9am, Tuesday 15 th September 2015 Interview date: Monday 21 st and Tuesday 22 nd September 2015 For further information please visit Facebook