Food for Life Scotland Communications and Marketing strategy

Transcription

1 Job Title Reports to Location Food for Life Scotland Communications and Marketing Manager Food for Life Scotland Manager Edinburgh, with occasional travel Department Soil Association Scotland Key Relationships Purpose of the role In Scotland Food for Life Scotland Team, Director of Soil Association Scotland and wider Scotland team; In Bristol Communications team, Food for Life Catering Mark team; Food for Life partnership team. To develop and deliver a comprehensive communications and marketing strategy for Food for Life Scotland to promote the programme to our key audiences and encourage positive behaviour change. Key Responsibilities Food for Life Scotland Communications and Marketing strategy Develop a forward strategy for publications, webpages, social media and PR looking ahead to a phase two of the programme in consultation with Director of Soil Association Scotland, Food for Life Scotland Manager, Food for Life communications colleagues in Bristol and other stakeholders. Ensure relevance for key target audiences: Supply chain including primary producers, foodservice distributors Caterers both public (schools, hospitals) and private (workplace catering, tourism and leisure) for key outreach areas Schools including teachers Consumers including parents, children, students, employees, visitors Engage and manage media consultant, marketing support, education freelancer and any other external consultants as required within budget. Ensure Food for Life Scotland messages are consistently and effectively communicated, and work with communications and Food for Life teams in Bristol to ensure wider organisational fit. Media and publicity Manage reactive press work and work collaboratively with the wider team and external support if required to develop proactive media stories. Raise the profile of FFL Scotland by selling in news and features to press. Deal directly with enquiries from journalists as appropriate. Check major Scottish papers and trade press for relevant stories for 1

2 Today s News in co-ordination with Communications team in Bristol. Source or commission and edit photographs and other appropriate graphics for use in the FFL Scotland webpages and publications. Based on Communications strategy: Write, distribute and follow-up concise, accurate news releases and sell these in to local and specialist (farming, catering, food, education) media Write articles for relevant publications. Work with media consultant on proactive media work including managing press trips. Manage Local Authority-focused PR, including adapting and revamping press release templates for Scottish context. Events Manage key Food for Life Scotland events in close collaboration with team members. Attend events and undertake media liaison including organising press resources. Organise and exhibit at key conferences (catering, education, supply chain) and other relevant events considered a priority. Development of FFL resources Ensure all resources are delivered to time and budget, and kept up to date. Information for key stakeholders Write or otherwise source creative, engaging content for FFL Scotland webpages and publications ensuring that the style and content meet the communications strategy objectives and wider Soil Association strategy. Co-ordinate news with all communications tools managed in Bristol and contribute Scottish content where possible eg web-based newsletter to catering teams and schools. Develop, write and design information resources for audiences including parents, children, teachers and dinner ladies. Develop, write and design case studies and supply chain support materials. Develop, write and design a web-based newsletter to catering teams and schools. 2

3 Social marketing materials Develop key marketing tools/materials that support caterers and the Catering Mark s key messages and achievements in Scotland. The aim is to help increase uptake of Food for Life meals. This will include: Liaising with Food for Life Catering Mark team in Bristol; Referring to existing marketing materials and ideas for development, and adapting them for Scottish context where possible; Engaging appropriate marketing support; Managing the development and design of materials; Ensuring effective dissemination of resources with catering mark officers, key stakeholders and partners. Education resources Manage delivery of Food for Life curriculum-linked activities to increase children s and young people s understanding of the connections between food health and the environment. This will include: Liaising with other food education stakeholders in Scotland and Food for Life Partnership colleagues in Bristol; Referring to existing Food for Life Partnership education materials and ideas for development, and adapting them for Scotland where possible; Engaging appropriate consultant; Managing the development and design of materials; Ensuring effective dissemination of resources with catering mark officers, key stakeholders and partners. Internal communications Deliver regular and effective internal communications across Soil Association Scotland and the Soil Association. This includes writing updates for What s Hot and Soil e-news. General Monitor and file media coverage. Collate quarterly reports on media coverage in co-ordination with Development Manager. Support wider team on communications tasks as required. Contribute to board paper updates and communications reviews/evaluation as required. Contribute to team updates and other meetings to maximise exposure and understanding of the FFLP. Develop and maintain the media database. 3

4 Qualifications Knowledge & Experience Degree level in a relevant subject or equivalent experience Essential Experience of developing and implementing communications strategies. Substantial experience of engaging with the public/media. Experience of writing, editing and proof reading copy for websites, journals and newspapers. Considerable experience of developing information resources, designing printed materials, website maintenance and online content management. Experience of managing a communications budget. Desirable Understanding of food and farming issues and education in Scotland. Familiarity with and experience of Adobe Photoshop and Adobe InDesign. Substantial experience of working in a busy press/media environment. Experience of working within a not-for-profit press office. Experience of managing freelance consultants. Personal qualities & skills Personal Attributes Enthusiastic manner. Self-motivated, ability to work on own initiative and as part of a wider team. Ability to assimilate new and/or complex information quickly. Ability to prioritise and meet multiple, strict deadlines. Empathy with and understanding of the aims and objectives of the Soil Association and the Food for Life Partnership. Skills Excellent written and verbal communication skills. Strong interpersonal skills. Creative visually with close attention to detail. Good organisational skills. High level of computer literacy with a sound knowledge of a wide variety of software packages. Good negotiation skills Other Offer subject to satisfactory CRB check Salary Grade E 26,730 Contract type/length Full time, 3 year contract Hours of work Probationary period Notice period 37.5 hours per week, Monday to Friday with 1 hour for lunch Occasional travel 6 months 1 month 4

5 Holidays 27 days per annum plus bank holidays, rising to 30 after 5 years Pension Contributory pension after 3 months Produced by (name) Laura Stewart Date July