JOB DESCRIPTION. Director. Digital Marketing Manager. Digital Marketing Admin

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1 JOB DESCRIPTION 1. JOB TITLE: Digital Marketing Assistant 2: HRMS REFERENCE NUMBER: HRMS/ ROLE CODE: DMAMRA 4. DEPARTMENT: Marketing, Recruitment and Admissions 5. ORGANISATION CHART: Director Departmental Administrator Market Research Analyst Deputy Director (0.8) Market Research Admin Admissions Outreach Marketing Deputy Director Communications Snr Assistant Registrar Undergraduate Co-ordinator (0.7) Co-ordinator Admin Assistant 1 Admin Assistant 2 Clerical Assistant Snr Assistant Registrar Outreach Manager Health & Social Care WP Officer (0.6) Co-ordinator WP Officer Chester WP Officer Warrington Admin Assistant WP Officer Diversity Admin Asst Post Reg WP Officer Primary Admin Asst Post Reg (0.6) Admin Asst Post Reg (0.6) WP Admin Assistant Clerical Assistant Schools Liaison Admin Marketing Manager Co-ordinator Chester Co-ordinator Warringtn Co-ordinator Shropshire Co-ordinator Postgrad Marketing Assistant Chstr Marketing Assistant Chstr Marketing Assistant Warr Marketing Asst Shropshire Communications Manager Graphic Designer 1 Web Manager Graphics Designer 2 Web Designer Multimedia Design Asst Web Assistant Digital Marketing Manager Clerical Assistant Content Co-ordinator 1 Content Co-ordinator 2 Digital Marketing Admin 6. JOB PURPOSE: Undertaking e-activities that pertain to the recruitment of undergraduate, postgraduate, FD and employer engagement students remains the cornerstone of income generation across the whole University, and is a crucial activity in assuring that the University achieves its strategic plan objectives. With the need to keep up with frequent, far-reaching sector changes in the undergraduate application process, and the qualifications interface, the Digital Marketing Assistant requires considerable specific expertise and experience. To develop and implement innovative consumer focussed digital marketing project in relation to University recruitment to all undergraduate, postgraduate and part-time programmes, with particular emphasis on e-marketing and new media technologies. To devise and manage marketing strategies across online channels, integrating and managing social media tools to underpin marketing communication strategies.

2 To work closely with the web team and the marketing team to enhance and communicate the University s brand, purposes and portfolio to a variety of stakeholders. To be particularly responsible for the development of online marketing campaigns, using the range of media techniques and technologies that are currently available (such as podcasts and video) and those which may emerge in future. To use enhanced CRM techniques to generate meaningful contact with various stakeholders as part of a long-term relationship marketing strategy. To respond to market research, competition monitoring, focus groups and customer satisfaction. To participate in on and off campus events. To clearly understand the role of the University s online presence, within the wider context of the overall marketing and brand strategy. To devise and undertake specific finite on-line marketing projects to enhance recruitment across all qualification aims. To work closely with and report to the Digital Marketing Manager to fulfil the above. 7. BACKGROUND INFORMATION: Marketing, Recruitment and Admissions Service is a central administrative department that services the whole University in support of the recruitment and admission of students to all programmes of study. The department provides the administration of all aspects of student recruitment, from marketing, initial contact and prospectus request, through to admission and works closely with the Management Information Section in the provision of information for senior managers and a wide range of other clients. 8. WORK PERFORMED AND/OR KEY RESULT AREAS: 8.1 Communicating Effectively Extensive contact with customers and colleagues by telephone, e mail and in person in relation to the on-line marketing and recruitment of undergraduate and postgraduate programmes. Customers include current and prospective students, parents, school s and college s staff, University colleagues and senior managers, MIS, employers, careers personnel, administrative and academic colleagues, external bodies and the general public. Manages the marketing relationship with social media engagement, such as Facebook, Twitter, The Student Room, Google+, Linkedin, YouTube and Vimeo, responding to customer questions and proliferating key marketing messages. Designs, manages and monitors electronic mail shots, including writing content for a variety of marketing materials, media and audiences. Creates, manages and monitors pay per click (PPC) internet promotional campaigns (e.g. Google AdWords, Yahoo Search marketing and Microsoft adcenter) designed for a wide range of target audiences. Delivers new, innovative ways of presenting content and increasing customer engagement and loyalty. Creates and edits multimedia content for use on the website, intranet and social media channels. Provides marketing copy for a variety of different communications platforms and for different audiences.

3 Liaises with a variety of colleagues across the University from academic and support staff in other departments to design and web colleagues within the department to disseminate and discuss digital promotional activity. Acts as the main contact for external colleagues for all digital promotion, ensuring that our offering and service reflects the needs of the University. Plans, writes and oversees promotional e marketing campaigns to applicants and to potential applicants. Responsible for generating a range of copy (e.g. news and event feeds, information for applicants, blogs, etc.) Updating external web-based and paper-based University course guides. Generates a range of multimedia content (images, video, audio) for online and offline distribution using a range of venues and mediums (e.g. YouTube, itunes, DVD, print etc). Creates and updates web pages and other multimedia content using the University s Drupal CMS system. Manages customer data, creates reports and implements campaigns using the Microsoft Dynamics CRM system. 8.2 Leadership and Working Collaboratively Works closely with the marketing team and the web team to enhance the online brand visibility of the University. Understands and disseminates the function of Search Engine Optimisation and works closely with the web team to develop search engine-based marketing campaigns (e.g. Google Adwords). Works with the Digital Marketing Manager, Market Researcher, Content Co-ordinator, Web Team, Communications Manager and Deputy Director to ensure the high level of published content across the work of all marketing and recruitment teams. Works with the Digital Marketing Manager, Web Manager and Web Designer to improve online processes. Proactively manages digital marketing relationships between clients, colleagues, planning and media production teams. Briefs marketing colleagues and customers from the wider University about Content Marketing, social media engagement and user on-line behaviours. Updates administrative and academic colleagues on the institution s current and future online presence, ensuring all team members are aware of and understand the opportunities they present. 8.3 Liaison and Networking Maintains close liaison with academic and support colleagues in other departments and with MRA colleagues to ensure consistent campaign timing, branding and messaging across all platforms at all levels. Liaises closely with the web, outreach, marketing and admissions teams to ensure consistent campaign timing, branding and messaging across all campaigns. Works closely with the Postgraduate Marketing and Recruitment Co-ordinator to enhance the generation of postgraduate application prospects.

4 Runs projects for colleagues cross the University (e.g. Careers, Conferences) to grow the University s social media presence and to grow the online customer base. Keep abreast of digital developments and demonstrate how this has enhanced the customer experience. Participates at national and regional level sector marketing forums conventions as and when required, and implements new processes based on conference information, and cascades new ideas and methods to colleagues in the Department. Develops and maintains a detailed understanding of competitor practices and the external forces facing the institution and the wider sector. The role holder will be required to suggest innovative solutions for responding to these forces. 8.4 Delivering a High Quality Standard of Service. Led by the Digital Marketing Manager, develops, plans and delivers the University s social media marketing communication strategy, within the context of the overall marketing strategy, and provides a consistent direction for the institutions e-marketing activities as well as service monitoring activities. Develops new on-line marketing projects and campaigns, with a particular emphasis on electronic and internet-based strategies to promote the University s digital media brand communications to internal and external audiences. Develops, plans and delivers the University s social media marketing communication strategy, within the context of the over all marketing strategy, and provides a consistent direction for the institutions e-marketing activities as well as service monitoring activities. Develops the University s online presence, utilising a range of venues (e.g. YouTube, Facebook) and responds accordingly to emerging opportunities. Delivers hands-on channel management/monitoring in order to deliver successful campaigns and projects. Must understand and adhere to professional ethics and protocols as they pertain to online compliance and client satisfaction. Manages on line customer engagement through blogs and video productions, including planning time frames and monitoring costs. Implements measures that gauge the extent to which a customer has had a meaningful on-line experience, and evaluates brand impact. Integrates new/social media into marketing campaigns to enhance demand generation and lead nurturing. Maintaining current and initiating new customer service levels 8.5 Effective Decision Making The post holder reports on a daily basis to the Digital Marketing Manager. While many marketing and recruitment procedures are established by line-managers, the post holder will be expected to generate ideas, make significant recommendations and offer creative solutions, in the light of their professional experience as part of an appropriate long-term marketing strategy. Individual initiative is required, particularly where decisions concerning applicant generation must be made on the spot, and could result in the loss of the application if not handled well. The immediate

5 solving of issues raised by user-generated discussions, comments or enquiries is integral to the post holder s remit. The role holder must be sensitive and responsive to changes in the marketplace, and so continuous internal and external environment scanning and analysis are required to detect successes and problems and adjust the strategy accordingly. Decisions about content and format design are the responsibility of the post holder, although the timing and target market are decided in collaboration with line managers. Along with the Digital Marketing Manager, devises targeted campaigns based on customer traits (such as demographics/client behaviours) to deliver performance based digital activity that maximises our on line brand presence and drives traffic to the website. The timing and key marketing messages are devised collaboratively with line managers and the marketing team. Regularly monitors competitor and best practice websites, sharing insights with key stakeholders. This would include providing and interpreting analytics for line managers and marketing colleagues. 8.6 Planning and Organising Self and Others The post holder is not a budget holder, although they will take responsibility for some marketing expenditure, including the costs of on-line advertising and the purchasing of software and other products necessary to maintain the necessary online presence. Plans and implements on marketing projects and facilitates the definition of project scope and goals. Responsible for devising, overseeing and monitoring on-line advertising and promotional content, such as social networking, banner ads, marketing, and user generated content. Plans and manages all and SMS (short message service) promotional activity in line with agreed plan and budget. Develop and track online KPI s, formulating insights and making recommendations for future activity. Assists the Digital Marketing Manager to ensure that a 12-month rolling digital marketing plan is in place which supports the overall marketing strategy and activities. Maximises the performance of e marketing and SMS through improved relevance, targeting and costing. Improves on departmental efficiencies and uses electronic methods as a means of cutting costs in areas such as print, postage and labour hours. 8.7 Innovation and Improvement (Effective Problem Solving) Focuses on the introduction and implementation of new media techniques as well as social media, and on monitoring their effectiveness and introducing appropriate improvements and changes. Develops creative, targeted digital marketing solutions to correspond with the University s brand needs. The role holder will be a key member of the team responsible for the development of University databases used for ongoing CRM strategy, and will expected to use their specific expertise to help to identify key stages in the recruitment cycle and to develop innovative techniques for creating meaningful contacts with prospective students and other stakeholders to fit with those stages.

6 8.8 Analysis and Research Works with the Digital Marketing Manager and Market Research Officer to analyse and disseminate social media metrics. Provides in-depth analysis and interpretation of campaign purpose and performance. Regularly monitors the introduction of new technologies and researches the significance of these to the recruitment goals of the institution. Devises target market e-strategies in response to customer demand and behaviour, competitor activity, and institutional needs. Conducts on going SWOT analyses to e-marketing specific campaigns, and advises colleagues of the results in order to refine on line activity. Demonstrates and disseminates how digital campaign tracking / customer feedback has influenced content planning and placement. Develops and maintains Marketing and Recruitment databases and undertakes market research, including the interpretation and analysis of market trends, and the dissemination of the results to colleagues and managers, along with recommendations for potential implementation. Generates Marketing and Recruitment reports, questionnaires and surveys in collaboration with the Marketing and Recruitment Co-ordinator and Deputy Director of Marketing and Recruitment, using a range of online and offline methods. The role holder will take a lead role in the presentation of findings and in up keeping data for ongoing analysis. 8.9 Sensory and Physical Demands Generally, as expected of an office based administrative post. Some out of hours work Work Environment The post holder operates a PC in addition to accessing the centralised UNIX system; word processing and spreadsheet software; laser printer operation. Some use of photographic equipment is possible. The post holder works at an individual workstation in a busy shared office with diverse tasks and functions, and at recruitment events held on campus. There is a considerable amount of time spent working at a computer screen. Hazards are as expected for work within an office environment. Heavy lifting of boxes and exhibition stands and other risks associated with considerable amounts of long distance road travel Pastoral Care and Welfare Mentors, coaches and guides junior staff, administrative support colleagues, student volunteers and work study students. Responsible for actively contributing to the implementation of University policies (e.g. on Diversity and Equality, Health and Safety, Staff Development etc.) and to seek to ensure that these policies are followed by colleagues under their authority or contributing to their specific area of responsibility.

7 8.12 Team Development Offers workshops and cascade training for departmental colleagues to ensure that they properly understand the concepts and activities underlying digital marketing Teaching and Learning Support Offers help, guidance and training for academic colleagues/departments Knowledge and Experience Qualifications/Education See person specification General Undertakes any other duties commensurate with the grade, and/or hours of work, as may reasonably be required of you. Takes responsibility for upholding and complying with the University s Equality and Diversity policies and for behaving in ways that are consistent with fair and equal treatment for all. Complies with all University Health and Safety policies.

8 PERSON SPECIFICATION Post Title & Department: Digital Marketing Assistant, Marketing, Recruitment and Admissions Criteria Qualifications: Educated to degree level or equivalent. A marketing qualification, preferably with a particular emphasis on digital marketing concepts. Advanced Level ECDL, or equivalent, or a willingness to undertake Proven Experience: Experience of working in an on-line marketing environment. Experience of working with platforms, CRM databases and content managed websites is essential. Excellent computer skills with a good working knowledge of spreadsheets, databases, word processing packages, Powerpoint, internet and . Experience of working within an education environment and an understanding of customer relationship management Delivering academic and service excellence: OR Desirable Desirable Desirable Desirable Method of identification (i.e. application form, interview, test) Selection Panel use this section to match your skills and abilities to the criteria outlined Application Form/Certificates Application Form/Certificates Application Form/Certificates Application Form Application Form//Test Possesses, or is willing to learn, specific skills relating to the production of audio, video and images as well as the building blocks of the web HTM and CSS Excellent communication skills with a good telephone manner; Managing self and inspiring others: Excelent organisation skills Attention to detail Working together: Good interpersonal skills and a strong team ethic.

9 Organisational and stakeholder awareness: Tact and diplomacy Confident and resourceful presentation skills Application Form//Presentation Requirements are those, without which, a candidate would not be able to do the job. Applicants who have not clearly demonstrated in their application that they possess the essential requirements will normally be rejected at the shortlisting stage. Desirable Requirements are those that would be useful for the post holder to possess and will be considered when more than one applicant meets the essential requirements. Method of identification is where the selection panel will match the candidate s skills and abilities to the required criteria outlined (i.e. application form, interview, test)

10 UNIVERSITY OF CHESTER TERMS & CONDITIONS OF EMPLOYMENT MARKETING, RECRUITMENT AND ADMISSIONS DIGITAL MARKETING ASSISTANT SALARY SCALE University Scale OS6, points 19-22, 22,240-24,289 per annum payable monthly in arrears. RESIDENCE REQUIREMENT It is a requirement of this post that within 12 months of appointment, the post-holder should live within a 30 mile radius or within a one hour travelling time by public transport from the University. HOURS OF WORK Monday to Thursday 9.00am pm Friday 9.00am pm (less one hour lunch break) A flexible approach to work will be required as there may be occasions when it would be necessary for you to work additional hours as dictated by the workload. HOLIDAY ENTITLEMENT 22 days per annum (pro-rata during the commencement and cessation years), rising to 27 days after five years' continuous service. Two extra statutory days per annum during the Christmas period. MEDICAL EXAMINATION Successful candidates will be required to complete an Occupational Health questionnaire, and may be required to undergo a medical examination. ESSENTIAL CERTIFICATES Short-listed candidates will be asked to bring to interview, proof of qualifications as outlined on the Job Description and Person Specification provided. Upon appointment, copies of essential certificates will be required by HRM Services. PENSION SCHEME The University operates two pension schemes for support staff: The default scheme is the Higher Education Defined Contribution Scheme (HEDCS), which is administered by Friends Life. The Cheshire Local Government Pension Scheme, to which the University is an admitted body. All support staff are entitled to participate in one of these schemes. Some staff will be automatically enrolled into a scheme, depending on their age and earnings, but if they do not wish to remain a member of the scheme, they will be entitled to opt out after enrolment. EQUAL OPPORTUNITIES The University has a policy of equal opportunity aimed at treating all applicants for employment fairly. SMOKING POLICY The University operates a No-Smoking policy. PROBATIONARY PERIOD A nine months' probationary period applies to all University posts. CLOSING DATE Completed application forms should be returned to HRM Services, University of Chester, Parkgate Road, Chester, CH1 4BJ, no later than Monday 12 th May 2014, quoting reference number HRMS/13138.