January 2016 Brand and Campaigns Executive: Information for Candidates Thank you for expressing interest in the role of Brand and Campaigns Executive. We have compiled this information pack to tell you more about The Institute and the role, and to assist you in preparing your application. Please refer to the success criteria and full Person Specification for the role before making an application: these can be found in the enclosed Job Description. The Institute of Customer Service http://www.instituteofcustomerservice.com The Institute is a not-for-profit membership body run on commercial lines, with a community of organisational and individual members from across the private, public and third sectors. We have approximately 28% of the FTSE 100 as members of The Institute. The Institute currently employs 46 people. Our HQ is in south-east London where around half of our people are located, and the rest are regionally-based to support specified customer geographies. Our Vision A world where excellent customer service is seen to make a credible impact on the performance of organisations. Customer service professionals are recognised and respected and service excellence is sought out by wider society. Our Mission The Institute of Customer Service is the first port of call on every aspect of customer service, delivering high quality tangible benefits to organisations, individuals and other stakeholders. As the professional body we are expert and independent, benchmarking and setting standards so that our customers can improve their customers experiences and their business performance. Our Value Proposition The Institute of Customer Service delivers tangible benefits to organisations and individuals so that our customers can improve their customers experience and their own business performance. The Institute is expert in all aspects of customer service and this is demonstrated through: Knowledge delivered through insight, research, advice and networking (recognising customer service is a harder-edge business driver; providing evidence of value to members by demonstrating tangible benefits (i.e. research, case studies, white papers, talking in the language of business) The Institute of Customer Service January 2016 Page 1 of 7
Demonstrating the impact of customer service and those involved in it across the service chain including internal customers Organisational and individual professional development Benchmarking Customer service skills development Qualifications and accreditation Standard setting Public policy development Demonstrating how the world-class service model creates business differentiation. Our Values Independent: The impartial voice for customer service matters and customer service professionals. Expert: Providing relevant, reliable and authoritative information, insight and knowledge. Inspirational: Encouraging ambition, striving for best practice and promoting learning and continuous improvement. Easy to do business with: Approachable, empowering, responsive, efficient and collaborative. Inclusive: Open to all, whether organisations or individuals, who are working towards improving customer service; committed to equality and diversity. The opportunity We are looking for a Brand and Campaigns Executive to join The Institute on a permanent full-time basis, to be based at our offices at London Bridge. The purpose of this role is to create clear and compelling communications that position The Institute s products and services with key audiences, project a distinctive brand identity, and deliver penetrating marketing campaigns that generate new business leads and deepen Member engagement. The role also creates and delivers marketing collateral to increase the penetration of our products and services and to ensure our sales teams are properly equipped. To be successful in this role, you will be an accomplished communicator with the ability to produce creative and impactful oral and written communications in English, deliver campaigns, create presentations and design collateral. With an applied knowledge of current lead generation techniques, you ll also have strong Microsoft Office skills, expertise in Adobe Creative, and applied knowledge of marketing IT applications, digital channels, and online content management systems. Good planning, organisational and project management skills are essential, along with strong commercial awareness. You ll be effective at coordinating the efforts of a virtual team, and will be credible and experienced at building solid relationships with both internal and external stakeholders. With a relevant degree and at least 3 years experience in a professional Marketing role in a B2B and/b2c organisation, you ll already be competent across a range of marketing and communications functions, including lead generation and associated data analysis. You will be experienced at creating various communications, collateral and online materials, including generating creative ideas and concepts, briefing and managing design, production and print agencies. A background in design, print, and PR would also be an advantage. Occasional UK travel is required. The rewards We offer a great work ethos with a supportive team around you as well as an open culture where people can give their best. The salary for this role is up to 33,000 pa depending on experience. Our benefits include 25 days holiday plus bank holidays, healthcare cash plan, life assurance, performance related pay, sick pay, season ticket loan, and employee discount rewards scheme. The Institute of Customer Service January 2016 Page 2 of 7
The team This role sits within the Communication and Corporate Affairs Directorate and reports to the Director of Communications and Corporate Affairs. This is one of six Directorates that make up The Institute, the others being Client Services (sales), Standards & Quality, Finance, Operations, and Marketing, Research & Insight. There are 5 members of the Communications and Corporate Affairs team including the Director. Together they are responsible for the management of The Institute's profile, external communications and public policy agenda. This includes delivering a national programme of events and forums, our flagship Annual Conference and Awards, external PR and communications (including online), our industry magazine, marketing campaigns, brand management, and demonstrating the relevance and importance of customer service to the UK economy. The culture The Institute uniquely combines the challenge and stimulation of working in a competitive commercial environment with the supportive and personal atmosphere of a small company that is closely connected to its customer base. We aim for excellence in all we do and we enable our people to deliver the best they can for our customers. Application and assessment process The selection process will involve competency-based interviews and a practical exercise across 2 stages, and will be held in London. Further information If you have a query that is not answered by this information pack or The Institute s website, please contact Claire Wright, Head of HR, on 07966 346191 or email Claire.wright@icsmail.co.uk. The Institute of Customer Service January 2016 Page 3 of 7
Job Description Title: Department: Responsible to: Location: Brand and Campaigns Executive Communications and Corporate Affairs Communications Manager London SE1 OVERALL PURPOSE To create clear and compelling communications to position the Institute s products and services with key audiences and project a distinctive brand identity. To lead on and maintain brand currency and compliance. To develop and deliver marketing communications collateral and campaigns that increase the penetration of our products and services with Members. To deliver targeted marketing communications campaigns to generate acquisition leads. To equip the Institute s Client Services team to position our products and services effectively to Members and acquisition prospects. KEY RESPONSIBILITIES 1. Brand management and resources a) Maintain a distinctive brand identity, policy and guidelines in order to position the Institute effectively with its target audiences. b) Undertake brand refresh as required in line with strategic initiatives, to ensure branding and brand values remain in line with and promote the Institute s mission, vision and values. c) Act as principal point of contact for design and editorial advice and guidance, working in partnership with colleagues and other teams, to ensure all published materials comply with brand values and positioning. d) Develop brand materials and visual identity for national events, research launches, digital communications and other Institute collateral, in order to position and present the full range of the Institute s offerings in a consistent, relevant and high quality manner. e) Maintain a suite of corporate presentation material and collateral, including our value propositions and key messages, in order to effectively communicate the Institute s products and services to customers and to properly equip customer-facing teams. f) Develop and maintain the Institute s central library of branding resources (images, templates, etc.) to ensure high quality and up to date resources are readily available and reliably provided. g) Create, maintain and edit marketing materials, based on content supplied by the Marketing, Research and Insight team, across the full range of media and communications channels in order to maintain a current and impactful profile for the Institute. h) Supply and audit content on the Institute s intranet, to promote brand awareness and compliance, and to communicate the status of campaigns. i) Manage relationships with our partners and suppliers according to agreed contracts, to ensure that marketing programmes meet our marketing and commercial objectives. j) Act as the principal point of contact for the Institute, to ensure effective liaison with and commissioning of design and printing suppliers. k) Initiate and oversee the delivery of individual production projects from proposal to execution, to ensure efficient processing, delivery in line with timescales, and value for money. l) Oversee copywriting, editorial, design and print workflow to ensure high quality and accuracy is maintained in line with brand standards. The Institute of Customer Service January 2016 Page 4 of 7
2. Lead generation and Member campaigns a) In line with the agreed business development strategy, create and execute marketing and communications campaigns, using all appropriate channels, to support the launch and penetration of the Institute s product and services portfolio (including research, insight and Academy offerings) and to support lead generation among non-member organisations. b) In line with the agreed Member communications strategy, create and execute marketing and communications campaigns, using all appropriate channels, to support the launch and penetration of our product and services portfolio (including research, insight and Academy offerings) with Member organisations. c) Share Member communications with the account management team in a proactive and timely way, to enable account directors to create localised briefings for their Member contacts. d) Design and implement lead generation and membership recruitment campaigns using appropriate and comprehensive media, to achieve Member acquisition targets. e) Act as the principal point of contact with the Institute s lead generation / appointments agency to ensure maximum output and benefit from the relationship. f) Provide ongoing advice, guidance and appropriate materials to the lead generation agency, in order to enhance their understanding of the Institute s goals and their effectiveness in creating high quality appointments, and to support them in meeting their targets. g) Work with the Head of Business Development and lead generation agency to create, implement and maintain a target contact strategy using appropriate data. h) Carry out analysis of lead generation data and review regularly with the Director of Marketing, Research & Insight, Head of Business Development and the lead generation agency, to ensure campaigns are appropriately targeted and positioned. i) Maintain accurate and up to date contact data to support campaign and membership communications. j) Collaborate with other teams to proactively identify and pursue opportunities to promote membership at events, courses and other activities. k) Design, implement and monitor key metrics associated with marketing campaigns in order to track performance and recommend corrective action as necessary. l) Pursue relationships with partner organisations and / or alternative channels nominated by the Director, to generate leads for new members. ROLE DIMENSIONS Roles managed directly and indirectly Lead contact for external suppliers, including marketing agencies, creative / design agencies, and lead generation agency. No line management responsibilities. Financial responsibility Responsible for the print and campaigns budgets of approx 200k. Monitors and reports on the budgets for individual production projects of varying values. Key relationships Internal: Directors, CEO, all directorates External: Members; external design agencies, copywriters, authors, printers, and other suppliers KEY SUCCESS CRITERIA Brand profile and impact Engagement levels of members take up of products and services Member satisfaction with communications materials Achievement of lead generation targets through campaigns Knowledge levels of the Client Services team Feedback from DT and CEO Effective management of print and campaigns budget The Institute of Customer Service January 2016 Page 5 of 7
PERSONAL DEVELOPMENT It is the responsibility of the job holder to ensure that your professional knowledge and job skills are fully up-to-date at all times. The role-holder is required to perform related duties as required. This job description does not necessarily include every responsibility, requirement or skill associated with the role. It is intended to reflect the role currently and the manager and role-holder will revise the job description as necessary to ensure the needs of the Institute and its customers can be met. PERSON SPECIFICATION Competencies 1. Delivers results: Tenaciously works to meet or exceed expectations by keeping self and others focused on achieving critical goals and outcomes. 2. Customer focused: Identifies, anticipates and meets customers needs by building productive customer relationships and providing solutions that increase customer satisfaction and loyalty. 3. Teamworker: Works effectively and collaborates with others and actively supports colleagues to achieve goals. Builds good working relationships and interacts well with people at all levels. 4. Communicator: Expresses thoughts and ideas in a clear and concise manner and provides information in a way that considers the needs of the recipient. Knows how to create a win/win scenario. 5. Planner / organiser: Applies effective planning and prioritisation to own (and others ) work to ensure efficient and effective application of effort and achievement of deadlines. Escalates problems appropriately. 6. Analyses problems and makes decisions: Commits to a course of action after identifying and assessing alternatives based on logical facts, resources, constraints and The Institute s values. 7. Perseveres to overcome obstacles: Reacts positively to changes and maintains poise, focus and flexibility when encountering difficulties or obstacles. 8. Innovator/drives change: Works effectively in an environment of change. Applies new ideas and approaches to enhance processes, practices, products, services and systems, and improve service delivery. 9. Develops self and others: Provides ongoing direction and clarity for team activities by defining requirements and guiding others to achieve goals. Takes responsibility for own learning needs. 10. Builds credibility and trust: Adheres to The Institute s values and high ethical standards of behaviour by demonstrating respect, honesty, consistency, integrity and fairness when interacting with others. Works with others to resolve differences in a professional and productive manner Specialist Knowledge & Skills Accomplished oral and written communications in English, to produce concise impactful communications and marketing copy Applied knowledge of and ability to work across a wide range of marketing communications activities including campaign planning and execution, channels, sales enablement and online Creative and design flair to produce presentations, design collateral, pdfs, etc. Strong expertise in Adobe Creative, InDesign and other creative suites Applied knowledge of a range of current lead generation techniques Planning and implementation of effective marketing & communications plans and campaigns on time and within budget Project management and monitoring skills to control small to large sized projects The Institute of Customer Service January 2016 Page 6 of 7
Strong commercial awareness, including being able to identify cost-saving opportunities without adversely impacting performance Microsoft applications: Excel Intermediate, Powerpoint Advanced, Word Advanced Applied knowledge of current marketing and communications IT applications, digital channels and online content management systems Design, negotiation, deployment and monitoring of performance metrics to measure campaign outcomes Excellent virtual team management in order to plan and deliver campaigns and create collateral that meets the needs of customers and the Client Services team Can develop and sustain credibility and close working relationships with stakeholders, including the product line, sales channels, external suppliers and partners Occasional travel to other locations will be necessary for business reasons Experience Minimum of 3 years working in marketing and communications in a commercial organisation in a B2B / B2C environment Experience in a range of marketing and communications functions (as per 2 above) Lead generation and measurement, working in close conjunction with internal sales teams Working with an external lead generation agency and maximising value for money Analysing and using data for new business targeting purposes Leading on brand guardianship and maintaining brand currency Generating creative ideas and concepts Managing the creation of publications, collateral and online materials Briefing and managing print / production agencies to achieve cost and quality targets Design / print and PR experience would both be advantageous Professional qualifications Degree-level education or equivalent, ideally in a relevant discipline The Institute of Customer Service January 2016 Page 7 of 7