JOB DESCRIPTION Marketing Manager Wisbech Grammar School Foundation

Transcription

1 JOB DESCRIPTION Marketing Manager Wisbech Grammar School Foundation Wisbech Grammar School is a leading co-educational independent day school based in Wisbech, Cambridgeshire, for pupils aged 11 to 18. Founded by the Wisbech Guild of the Holy Trinity in 1379, it is one of the oldest schools in the country. Together with Magdalene House Preparatory School, the Wisbech Grammar School Foundation educates 600 pupils aged from 4 to 18. Whilst we are incredibly proud of our history, our focus is very much on providing an excellent education for generations to come. The School has undergone significant change and investment in the last few years with a new Sixth Form Centre opened in 2010, a new refectory due to open by the end of February 2015 and a complete replacement of IT infrastructure and system completed in December Under the leadership of its new Headmaster, Mr Chris Staley, the School has clear aspirations to further develop its reputation as one of the leading academic day schools in the region. Set in a 21-acre site, the School offers an holistic education that dares to go beyond the narrow confines of exam specifications, resulting in a unique educational experience for all its pupils. Job Description Title: Department: Position type: Responsible to: Marketing Manager Administration Full time, all year round. The Marketing Manager will work with and report directly to the Registrar, and indirectly for the Headmaster and Bursar. Job purpose: The Marketing Manager is responsible for the planning, co-ordination and implementation of the Foundation s marketing programme. With the guidance of the Headmaster and Registrar, they will co-ordinate all marketing functions of the Foundation to: Communicate the Foundation s vision and successes to a wide variety of audiences; Actively raise the profile of the Foundation amongst all stakeholders, including parents, feeder schools, the local community and the Media; Maintain a coherent image of the Foundation.

2 Job Requirement & key responsibilities: The Job Requirement provides a guide to and general description of the duties and responsibilities of the Marketing Manager. It is not exhaustive and therefore the Marketing Manager should be willing to undertake any other Marketing or Admissions related tasks as may be reasonably requested by the Headmaster. Marketing Planning / Strategy To develop, along with input and guidance from the Headmaster and Registrar, a clear marketing strategy for the Foundation; When required, to use Market Research to inform the Foundation s marketing effort and to provide information to the Headmaster about parental satisfaction; Development of budgeted, researched, annual integrated marketing plans across the whole organisation to reflect agreed objectives, primarily to increase pupil numbers but to include non-academic revenue streams such as weddings and lettings in line with the vision of the Headmaster, Senior Team and Governors; To create and maintain an annual marketing action plan with a 6 week (1/2 termly) detailed schedule of events; To ensure that the Marketing Strategy and Marketing Plans are communicated to, and bought into, by School staff. Communications, Advertising and Public Relations Maintain and build upon excellent working relationships with the media including editors and advertising contacts; Managing the Schools advertising. This includes: o Designing and producing an advertising calendar for all advertisements in external publications, both printed and online; o Liaising and negotiating with the media to book the best space possible; o Developing creative ways of designing eye-catching adverts that best fit the Foundation s current marketing objectives; o Considering the best use of online advertising to drive interest to the website (including SEO and pay-per-click); o Monitoring/evaluating all advertising, to ensure it provides the best ROI for the School; o Update and maintain the School s entries in various guides and on various websites as required. Continue to raise the profile of Wisbech Grammar School and Magdalene House Prep School in the local press working alongside and line managing the Media Relations Manager; To develop a termly communications plan, that is signed off by the Registrar and Headmaster, to ensure the messages and news being distributed are in line with the Foundation s current marketing and admissions needs, and that they are consistent across all forms of media (on and offline);

3 For this communications plan to focus on generating a steady stream of newsworthy stories that demonstrate the breadth of the Wisbech Grammar School and Magdalene House offering via: o Daily online updates; o Regular campaigns; o Regular PR activity; o Annual newsletter/magazine production. This content will be collected through regular discussions with staff and working with colleagues to either provide information for stories or to request teachers to collect information (e.g. whilst they are on external trips); When required, to take photographs to accompany news stories, as well as directing other photographs being taken on behalf of the School. Managing the photo/image library for communications use, including photo consents; When and where appropriate, to communicate with Alumni. Where possible, to enhance the Foundation s relationship with its Alumni through improved communications and targeted events to establish closer links and potential fundraising opportunities; Management of the Foundation website and all online content/applications. This includes: o Developing the Foundation s online presence (keeping the website up to date in regards design/functionality) and investigating other channels/options; o Ensuring that all of the Foundation s website content is regularly updated and that information is both accurate and quickly available to all interested parties (including current and prospective parents); o Maintaining and developing the school s social media accounts to ensure that they are regularly updated as well as engaging and inline with the Schools strategic admissions and marketing aims; o Keeping abreast of best practice and new online tools, to develop the use of existing and new social networking opportunities; o Regularly reviewing the online performance of both the Schools websites via Google Analytics, and all its social media activities. Using this data to inform how to improve or adapt the Foundation s online activities to ensure a ROI and a high engagement/conversion; o At all times to be adhering to child and data protection policies, as well as being a good role model to current pupils for social media best practice. Branding Oversee brand identity across the school to ensure a professional and consistent Wisbech Grammar School Foundation image is maintained; Work with colleagues across the school to ensure all members of staff commit, understand and adhere to the brand identity. Marketing Collateral Manage copy development, editing, design and production (including liaison with printers) of all marketing materials and publications, such as the school prospectus, brochures, and merchandise; Ensuring all marketing collateral is aligned with the Foundation s strategic requirements and is befitting to the corporate brand identity.

4 Events To work with the Registrar to ensure that all admissions events offer prospective families the very best experience possible of the Foundation; To work with the Registrar to develop and promote the Foundation s events including advertising them to a wide range of audiences in a clear and captivating manner; Where appropriate, in conjunction with the Registrar, to evaluate events (through research and feedback) to help improve and inform future event planning; To represent the School at external events as required; Co-ordinate the Wisbech Grammar School Foundation events diary ensuring a smooth relationship between Wisbech Grammar School, Magdalene House and commercial functions. Liaise closely with the Bursar, Site Manager and Catering Manager in the organisation and marketing of non-pupil events such as receptions, dinners/lets etc; Oversee the co-ordination of commercial events: o To ensure that full advantage is taken of the Foundation s facilities to generate a separate income stream. o To identify and develop the potential market for the external use of the Foundation s facilities. o By attending meetings of the commercial operations committee. Person Specification It is expected that the Marketing Manager will have: A minimum of 3 years marketing experience, ideally in a customer-focused industry; Evidence of continuous professional development in marketing (through training/course attendance or regularly keeping up-to-date with changes in best practice); Excellent communication skills with the ability to captivate and inform a range of different audiences in an effectively suitable way for different communication channels; Experience of developing and implementing all aspects of marketing communications including writing copy, undertaking PR and advertising, producing marketing collateral and maintaining a brand; Up-to-date knowledge of digital marketing. This includes previous experience of websites and content management systems, campaigns and social media for business; Analytical capability; ideally including previous use of Google Analytics; Experience of events management; Experience in the production and implementation of marketing plans, budgeting and use of market research.

5 Personal Qualities & Skills It is expected that the Marketing Manager will have: A proactive and confident approach with high levels of creativity, energy and stamina; All the qualities required to be an ambassador for the Foundation. This includes a friendly and charming personality, and an ability to communicate well with a variety of different people including teachers, pupils and local businesses; An excellent command of written English, including strong accuracy and attention to detail; High computer literacy, with a good working knowledge and ability in MS office. A working knowledge or experience of desktop publishing (e.g. InDesign) would also be preferable; A professional approach to work. This includes being well organised, able to work well under pressure and is capable of prioritising a busy and varied workload; A team player with excellent interpersonal and communications skills, who is able to establish good working relations with staff, suppliers and when appropriate, with current and prospective families; The post holder must have an excellent telephone and personal manner, be well groomed, of smart personal and professional appearance. Prior experience of having worked in an educational establishment is not a pre-requisite, although would be desirable. Whilst an understanding of the Independent Schools sector would also be preferable, it is more important that the candidate can understand and appreciate the benefits such an education would offer. No job description can fully cover all aspects of this type of appointment and consequently the ability to evolve and respond to future changes and job demands is essential in the successful applicant.

6 TERMS OF APPOINTMENT Hours of work: Holidays: Salary: Probation: Benefits: This is a full-time position, 40 hours per week, 52 weeks per year, with additional hours as required with time taken in lieu. Working hours are 8.30am pm The salary is inclusive of 25 days of paid holiday (which includes payment for Bank Holidays). Public holidays falling when pupils are in School during term time are working days. Holidays must be taken during the normal School holidays and at times convenient to the School. Salary is 28-35k pa, depending upon qualifications and experience. The position is subject to a six-month probationary period Under the leadership of the new Headmaster, Wisbech Grammar School is an exciting place to work. There is a clear vision to further develop the whole school community. There is a staff discount on School Fees. Applications: Applications must be submitted on a Wisbech Grammar School application form with a covering letter addressed to the Headmaster, Mr Chris Staley. You may support your application by including a copy of your CV, however application forms must be completely filled out as those annotated 'see attached CV' will not be considered. If you need to ask for more information, please Louise Hitchen at louise@134marketing.co.uk or telephone Please address your letter to the Headmaster and send the letter, CV and application form to: Louise Hitchen 134 Marketing Dairy Cottage 7 Pinfold Lane Market Overton Rutland. LE15 7PN The school is a registered charity and exists for the education of children. The successful applicant will be subject to an enhanced DBS check. Wisbech Grammar School is an equal opportunities employer.