General expectations
This is a role with a high level of accountability and the key measures of success are:-
● The number of new enquiries generated and the conversion of enquiries through to enrolment.
● Building and sustaining strong and effective relationships with the parent body
● Retention across key transition points within the School
Strategic Marketing
• Liaise with Superintendent and COO as well as Admissions Manager regarding all matters pertaining to and retention of students.
• Develop the whole school marketing strategy including product development, multichannel communications plans and parent engagement programmes to support enrolment growth across the whole school
• Apply customer and market insights combined with creative thinking to define and shape the school proposition to maximise appeal and relevance within the local market
• Develop an in-depth knowledge of parent needs and of local market trends and developments to inform school marketing strategies
• Define effective parent engagement strategies and own the overall parent experience across all marketing and admissions touch points
Marketing Execution
• Develop and manage relationships with feeder schools to support enrolment growth
• Contribute into school website including content and customer experience and the school’s social media channels
• Responsible for the production of the both monthly newsletter and annual school magazine
• Develop effective parent engagement programmes and regularly interact with parents to build insights and positive relationships
• Work collaboratively with school colleagues and admissions team, contribute to sharing of best practice.
• Implement design, advertising, communications and event activities to support student recruitment and retention
• Develop and execute effective PR initiatives across digital and off-line channels which build positive brand awareness
• Identify relevant community-based initiatives in which the school can play a relevant part, to support awareness / positive brand perception etc.
JOB DESCRIPTION IN DETAIL
Marketing Communications:
Website and other e-marketing communications
• Updating the School’s Facebook, Zalo and other accounts
• Creating fresh and up-todate web content
• Updating information about the School on external websites and directories
• Providing ideas and input into the development of new e-marketing materials.
• Collating material and editing copy for the school’s monthly e- newsletter, circuited to internal and external audiences
Marketing collateral and publicity material
• Selection and ordering of promotional merchandise for exhibitions and for use as corporate gifts
• Managing the stock of all marketing collateral i.e. brochures; creating systems to identify when stock needs to be replenished
• Preparing marketing collateral for the School’s corporate relations activities, working with the Superintendent and Principals.
• Preparing PowerPoint presentations for schools at promotion events and conferences, assisting in compiling media plans
• Responsible for the School’s publicity stands and other event-support material- ordering new stock as required and ensuring the supply of stock to events
• Writing and producing marketing material (brochures,posters, flyers etc) for the School’s programmes, liaising with the Administration Team to update content as necessary; sourcing student and parents testimonials; liaising with in-house team for all marketing issues
Public Relations
• Liaison with, and providing information to, the media and arranging meetings with corporates
• Updating the School’s PR notice boards
• Monitoring and repairing media posts on school (positive and negative damage control where necessary)
• Maintaining a photo library and arranging external photo shoots and filming with students as well as in-house photo shoots with School staff and students
• Liaison with academic and administrative staff to request and collate information for inhouse publications
• Proactively searching out information for PR purposes and writing press releases
Advertising (printed media, outdoor and new media)
• Creative input into new advertising campaigns
• Assistance with proofreading, copy writing, editing copy and information collection
• designing and tracking advertising for the School as required
Exhibitions and clients pitching/ visits
• Representing and promoting the School at various event and providing market analysis post-event
• Coordinating the School’s presence at exhibitions
• Ensuring prompt follow-up by of exhibition enquiries/ leads
• Managing the supply of literature to the clients pitched and collating and dispatching literature and other display material
Event
• Coordinating School events in relation to major accreditations and audits
• Assistance in the growing number of other School events:, major speakers’ events, gala dinners, governance meetings etc
• Marketing support for the School’s annual activities
• Assistance and coordination at Open Days of the School
• Coordinating the School’s annual graduation/ prize-giving
Market analysis & planning and new programme development
• Supporting the Superintendent in planning, researching and coordinating the school’s promotion, liaising with relevant parties both internally and externally
• Input into the School’s marketing plans: gathering market intelligence and working with the Superintendent to analyse results in relation to the School’s marketing plans.
Market Intelligence:
• Gathering information on competitor schools and programmes. Also gathering information on our programmes for use in rankings and other forms of market analysis.
There may be occasions when the Marketing Manager may be required elsewhere within the School, so flexibility will be essential.
The Marketing Manager will, from time to time, be required to undertake other duties of a similar nature as may reasonably be required by his/her line manager.
