DIRECTOR OF COMMUNICATIONS JOB DESCRIPTION GENERAL INFORMATION The School The Perse School, which was founded in 1615, is a charitable company and one of the country s leading independent day schools. The Perse School s vision is to be an exceptional school of international standing The Perse School Foundation is fully co-educational, educating boys and girls from 3-18 on three sites: the Pelican (ages 3-7) in Glebe Road; the Prep (ages 7-11) in Trumpington Road; and the Upper (ages 11-18) in Hills Road. Children thus progress through three different schools, but have all the benefits of being part of one larger institution with an integrated curriculum and pastoral care system. There are currently approximately 940 pupils in the Upper School; 260 pupils in the Prep; and 150 pupils in The Pelican. In the past 5 years pupil numbers in the Upper and Prep have grown by c. 40% and 50% respectively. The permanent staff of the School is around 250, approximately 130 of whom are academic members of staff, and in addition there are about 50 peripatetic music, sports coaching and other specialist staff. The School has undertaken an almost continuous programme of building works over the past decade. Four years ago a new Library, Art and Technology department and classroom building at the Prep and the Richardson Hall at the Pelican were completed. At the Upper School an extension to the Sports Centre providing a sports studio and further changing rooms was completed in January 2010, and a major new building providing 21 classrooms, a new library, a new ICT department and various support services was completed in August 2010. Further buildings have been added in 2011, and more works are currently in the design stage. More details about the School can be found on www.perse.co.uk. JOB DESCRIPTION This is a new appointment to enable the school to develop an integrated approach to communication and engagement activities. The successful candidate will have a 1
proven track record in creating and delivering strategic campaigns with measurable outputs. Reporting to The Director of Communications reports to the Head, and works closely with the Bursar. Principal contacts The Director of Communications will attend the 3-18 Foundation Management Team and the Management Strategy Group meetings. It is expected that the Director of Communications will provide expert advice, support and regular briefings to the individual school senior management teams (SMT), and attend SMT and other appropriate meetings for Communication related agenda items. The Director of Communications will attend and make presentations to the meetings of the Trustees Development and Communications Committee, and where appropriate to other Committees and Full Board meetings. Job Purpose Leading the Marketing and Admissions teams, the post holder will be responsible for creating, delivering and evaluating campaigns and activities that lead to the effective positioning and promotion of The Perse as an exceptional school of international standing. This is a senior post. The post-holder will need to have the knowledge, confidence, and skill to lead, influence and advise staff of all levels in matters of communication. This will include working with the Head, the Foundation Management Team, governors, senior colleagues across the Upper, Prep and Pelican, and partner organisations. The post holder must be comfortable with the wider, more general responsibilities incumbent as a senior member of staff in a collegiate organisation including the willingness to contribute to whole school development. Key Responsibilities Communications Devise and implement external and internal communications strategies (the latter with the Director of HR) to ensure that the school communicates in a consistent, accurate, professional and prompt fashion with parents, pupils, employees, feeder schools, partner organisations, and the wider community. The internal communications strategy should promote employee engagement in the School s core values, culture and standing, and remind staff of the benefits of working at The Perse. Draft high quality communications and provide overall editorial control for school communications ensuring appropriate content, tone, brevity and consistency. Advise the Director of Development on methods to enhance communication and build positive relationships with alumni, past parents, commercial organisations and other donor constituencies. 2
Act as a public face for the school in communicating with parents (both existing and prospective), the local community, media and other interested parties. This will involve public speaking. Lead the Communications team within the crisis response function liaising with retained P.R consultants as appropriate. Responsibility for monitoring and maintaining contact and communications with feeder schools. Event Management Shape key school events which exemplify and communicate brand values (e.g. Open Days, Speech Day, major extracurricular events across the 3-18 age range). Advise on event planning to improve audience experience and ensure the communication of key messages and appropriate brand values. Manage the school s preparations for its 400 th anniversary in the academic year 2015-16 (for which additional resources will be provided). Devise and promote an appropriate programme of high profile events which will bring significant educational, marketing, charity and development benefits. Public Relations Proactively manage media relations and media coverage to strengthen the reputation of The Perse and improve brand awareness within Cambridge, the eastern Region, nationally and internationally. Identify the publicity/news value of pupil achievements/operational developments and promote them accordingly. Systematically monitor formal and informal broadcast, print and social media for Perse and competitor coverage. Liaise with the school s retained PR consultants to raise The Perse s media profile and safeguard its reputation. Develop and manage networking and engagement programmes to enhance the school s relationship with parents, prospective parents, and the wider community. Marketing Review brand development and create clear brand messages and USPs which can be applied across all marketing campaigns. Commission regular market research including competitor analysis, demographic and economic reviews, and examination of educational trends. Ensure the systematic collection, review and analysis of market information to identify competitor tactics, market trends, new opportunities and challenges. Ensure the systematic collection, review and analysis or parent feedback on school performance. Use research data to inform all communications activity and overall school development. Evaluate the school s digital marketing to include a review of new and emerging social media and the opportunities presented by mobile technologies including apps. Contribute to the development of pricing policies for the School s services. Admissions Oversee pupil recruitment at all entry points, and manage the pupil recruitment process at the Upper. Ensure that the Upper Admissions Office communicates with prospective parents and pupils in a timely, accurate, and professional manner. 3
Produce regular reports on key application trends to inform school decision making. Management Ensure that all members of the communications team which includes marketing and admissions staff have clear roles, responsibilities and goals. Manage staff performance and implement staff development needs. Oversee the management of the Communications budget to ensure appropriate and effective spend on advertising, web development, market research, PR consultancy etc. Ensure that reasonable care is taken at all times for the health, safety and welfare of staff and to comply with policies and procedures relating to Health and Safety within the school. PERSON SPECIFICATION Education / Qualifications Educated to degree level. Further professional qualifications desirable. Membership of a professional body such at the Chartered Institute of Public Relations or the Chartered Institute of Marketing would be an advantage. Knowledge and expertise Strategic public relations best practice Strategic internal and external communications planning and delivery Marketing/marketing evaluation systems Events management Experience Previous senior communications experience within an organisation of similar size and complexity. Knowledge of the education sector would be an advantage. Proven track record in creating and writing strategies, policies and guidance Public speaking to a diverse range of audiences Writing reports Proactive media relations Advertising, publishing and print-buying Commissioning and working with external consultants Digital communications and social media marketing Internal communications management Leadership and management of teams within a multi-disciplinary environment Resource and budget management. Skills and Abilities Writing persuasive, well targeted copy for print and online communications channels Ability to create and deliver oral presentations that are authoritative and instill confidence Strong negotiating skills Leadership, team-building and mentoring Ability and desire to see (and influence) the overall picture while have an unfailing eye for detail Ability to work at the same time independently and collegially High level interpersonal skills with the ability to build positive relationships with a 4
diverse range of staff, parents and other stakeholders Excellent administrative and organisational skills A commitment to continuous professional development Proficiency in Microsoft Office OUTLINE TERMS AND CONDITIONS Working Hours, Holidays, Salary and Other Matters This post is full time - 37.5 hours per week Monday-Friday. In addition to working normal office hours, you will need to attend school meetings and functions that are held out of office hours in evenings and some weekends. You are expected to work the hours that are necessary to fulfil your responsibilities and meet the needs of the School. Paid holiday entitlement for full-time staff is 6 weeks plus bank holidays per annum. Holidays will normally be taken during the school holidays and will be at times to be agreed with the Head. The starting salary will be in the region of 60,000 dependent on skills and experience per annum. The School operates a defined contribution pension scheme which all non-teaching members of staff are eligible to join once they have completed three months service and to which the School and the member of staff both contribute. Contributions are currently 13.75% and 6.25% respectively. The School operates a Group Life Scheme that members of staff are automatically included in on the date of appointment. The School s Sports Centre is available for use by staff at various times during the week. Lunch is provided free of charge for all staff whose working hours encompass the time of School lunch. The School is keen to help develop the skills of its staff and looks to provide appropriate training as necessary. APPLICATION PROCESS A letter of application explaining why you are applying for the post accompanied by a completed application form and a CV should be sent by 2pm on Monday 21 st May to: Mrs Emily Gifford PA to the Head The Perse School Hills Road Cambridge CB2 8QF Tel No: 01223 403893 Email: headspa@perse.co.uk 5
Please note that long-listed candidates will need to complete the School s Application for Employment Form. Please also note that any job offer will be subject to two references satisfactory to the school, a Criminal Records Bureau Enhanced Disclosure and compliance with Sections 15-25 of the Immigration, Asylum and Nationality Act 2006 (eligibility to work in the UK). 6