Job Purpose
Collaborate with the School and the Regional Marketing & Admissions teams to create and disseminate appropriate brand communications to all stakeholders (including parents, students, and key influencers) within the school and the broader community. This should be achieved through both online and offline media channels, with a focus on providing timely, pertinent, and captivating content that emphasizes the unique identity of The British International School of Washington and meets the needs of our target audience.
Reporting to
Director of Admissions, Marketing & Communications
Personal Specifications – Skills, Knowledge and Experience
Support the Director of Admissions & Marketing and Regional Head of Marketing to define the Unique Selling Points (USP) of the school within Nord Anglia Education brand context.
- Develop local market parent and competitor understanding to feed into the definition of the ‘DNA’ of the school and the work led by the DAM and regional team on the brand equity framework, USP, message house and brand style guide.
- Support the work on how each school’s brand messages fit into the NAE brand and how they should be presented to parents.
- Support the development of local proof points aligned to the school message house.
- Support the development of campaign ideas for the school based on the USP.
Implement the brand style guide to ensure consistency and quality of positioning and visual identity in all school collateral.
- Ensure full implementation in internal and external facing materials both offline and online (school marketing collateral, website, advertising materials etc.).
- Work with the DAM, Principal and Regional Head of Marketing to ensure that décor/furnishings in the buildings (current and planned) reflect the brand positioning and visual identity.
- Ensure that the USP and school brand are consistently presented.
Implement NAE brand and campaign materials in the school.
- Ensure the core NAE brand is visible within the school.
- Implement all marketing campaigns across the school, including MIT, Juilliard, UNICEF and Global Campus.
- Ensure clear visibility of campaigns in our printed collateral and digital presence.
- Develop the school photo / video bank, based on global guidelines, high aesthetic quality, brand fit and appropriate parental usage rights.
- Refresh the school photo / video bank regularly and annually through the use of a Nord Anglia approved photographer or videographer.
- Provide a clear brief to any external photographer / videographer or member of staff that provides photographs / videos for the school to ensure all images and film are aligned to global guidelines and brand fit.
- Develop own photography, videography and editing skills, drawing on regional and global expertise.
Support the Regional and Central Digital Marketing team to optimize the development of the website and demonstrate leadership for the school at every stage of the parent online research journey.
- Manage the school website via the CMS.
- Work with the regional and central teams to optimize SEO and implement recommendations for improvement.
- Write the copy and provide any visual imagery requested by the regional and central MAC team for paid campaigns.
- Input into the social media strategy and execution in the school.
- Support and execute the email marketing strategy and plan for the school.
Develop a content and communication strategy for the school and an ongoing pipeline of content that can be used year-round to inspire, engage and inform all relevant internal and external stakeholders including parents, students, staff and alumni.
- Work with the School DAM to develop and sign off a content strategy for the school aligned to the brand equity pyramid and school USP (developed in conjunction with Regional Marketing).
- Draw down the global content strategy and tailor for local audience.
- Engage with academic staff throughout the school to collect news and updates from the classroom and from offsite trips, events and activities.
- Work with external contributors including parents, alumni and appropriate influencers to create additional content for the school.
- Deliver a regular newsletter for parents using global templates and best practice and in keeping with the school’s visual identity, brand character and tonality. Cascade via Mailchimp or equivalent.
- Co-ordinate across the various school departments to understand the breadth of parent communications, and keep a finger on the pulse to understand from parents what is working and not working. Provide clear feedback to the academic team to enable improvement.
- Engage with the Parent Association to provide support to their work.
- Promote the parent survey and its results annually.
- Provide brand templates for school colleagues to develop internal posters, flyers or other appropriate collateral to raise awareness of internal activities.
- Regularly review the quality of this collateral providing timely appreciative and constructive feedback.
Build the school online community through social media, driving both followers and engagement (shares and comments).
- Draw down the social media channel strategy from global and ensure that each school social media channel is used appropriately for the target audience
- With the DAM, develop an appropriate engagement strategy for each social media channel (frequency and type of posts, use of paid versus unpaid activity etc.).
- Work towards an agreed target regarding number of posts per day on each social media channel in use by the school.
- Spend quality time each day / week around the school, capturing formal events and the day to day life within the school. Aim to get content out on social media during the same day the images were taken.
- Ensure that the school’s visual identity, brand character and tonality is brought to life across all social media.
- Monitor key social media metrics on a weekly basis and share across the MAC team and wider school.
- Actively work to develop content that drives the ‘conversation’ and generates engagement from the school community through shares and comments.
- Coach and develop other social media contributors throughout the school, always ensuring the highest quality standards are adhered to.
Working with the School DAM, lead the PR and media strategy for the school.
- Develop and build media relationships so the school is top of mind and first choice when journalists are looking for contributors.
- Leverage paid advertising and advertorials to gain editorial coverage aligned to school brand messages.
- With guidance from the School DAM, Regional and Central teams, respond appropriately to media enquiries.
- Support the school team on crisis communications working with the Regional and Central teams as appropriate.
- Lead, manage and maintain the school blog, executing the content strategy to optimise engagement with target readership and ensure that new content is published in a timely fashion.
- Manage the creation and maintenance of blog categories and authors.
- Develop stories for pitching to relevant local media contacts.
Support the School DAM to develop the annual marketing plans for the school aligned to the regional marketing plan.
- Support the analysis of prior year performance.
- Support the development of strategies and tactics for the coming year.
- Manage the marketing budget and the ROI of marketing activities carried out.
Work with the School MAC team and Regional office on any other Marketing related activities as required.
- Perform regular competitive audits and provide business intelligence to the school MAC and SLT team and regional / central colleagues.
- Run required analytics and / or assist with preparing data for analysis.
- Assist with brand related projects such as alumni networking support.
- Support the MAC team through attendance at school events, including Admissions Open House events, recruitment fairs, awards evenings, graduation, etc.
Provide appropriate leadership, coaching and best practice sharing to other members of the MAC and wider school team.
- Support the DAM to develop a culture where the school engages as one and works to ensure admissions is a whole school responsibility.
- Contribute to the sharing of best practice in marketing across the MAC school team, region and group.
Take a proactive approach to personal development planning using company toolkits and procedures as appropriate.
- Take ownership for personal development and works with DAM to develop and implement a focused and straightforward Personal Development Plan.
- Take ownership for requesting feedback from others in a timely fashion.
- Provide both constructive and appreciative feedback both unprompted and when asked.
Qualifications/Trainings
- Bachelor’s Degree, Desirable
- Minimum 2 years working in a marketing communications team/environment (agency or client side), Essential
- Good cross-cultural, interpersonal & communication skills to interact with diverse nationalities and cultures, Essential
- Good copywriting skills with excellent written English, Essential
- Experience of having worked within a service delivery sector, education sector experience a bonus, Desirable
- Experience of brand equity development, Desirable
- Experience of campaign development including creative materials, Essential
- Good analytical skills and evaluation of ROI, KPIs, Desirable
- Outstanding written and verbal communication skills in English, Essential
- Experience in monitoring competitor market activity, Desirable
- Excellent time management skills and flexibility in dealing with multi-functional tasks, Essential
- Strong aesthetic eye in evaluating collateral – both in terms of design and in terms of driving effective behavior change, Essential
PERSONAL ATTRIBUTES
- Creative and technical thinking ability, Essential
- Self-motivated, flexible and adaptable to different tasks at hand, Essential
- Proactive and able to prompt others to ensure deadlines and targets are achieved, calm working under pressure, Essential
- Uses evidence to support arguments or positions taken, Essential
- High level of integrity, Essential
- Excellent time management and organizational skills, Essential
- Proficient communicator both oral and written, Essential
- Excellent attention to detail, Essential
- Affinity with and interest in education, Essential
Job Type: Full-time
Pay: $59,125.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Employee assistance program
- Flexible spending account
- Health insurance
- Health savings account
- Life insurance
- Paid time off
- Parental leave
- Vision insurance
Schedule:
People with a criminal record are encouraged to apply
Experience:
- Marketing: 1 year (Preferred)
Ability to Commute:
- Washington, DC 20007 (Preferred)
Ability to Relocate:
- Washington, DC 20007: Relocate before starting work (Preferred)
Work Location: In person