Reporting to the Head of School, and as a member of the Senior Leadership Team, the Director of Marketing and Communications develops and executes a strategic marketing and communications plan to service the School’s admissions, advancement and academic goals for internal and external audiences. These ongoing initiatives work towards an increase in recruitment, retention, possible philanthropy, and referrals of qualified families that become enthusiastic ambassadors of the School.
The Director manages the School’s content marketing, online and traditional advertising, publications, website, social media, public relations, and internal communications strategies, assets and deliverables. The Director is supported by the Head of School, the Director of Institutional Advancement and the Director of Student Recruitment and Admissions.
LEADERSHIP AND MANAGEMENT
Manages a marketing team of up to 3 people
Actively contributes to the TASIS England Leadership Team, and is representative of communications team members
Promotes effective communication and implementation of Leadership Team decisions
Supports the Head of School and the Leadership Team in management decisions
Prepares recaps of marketing and communications initiatives for Board meetings
Makes data driven decisions when assessing and implementing school marketing initiatives
Develops and maintains a marketing strategy consistent with the mission and vision of TASIS England School and the TASIS Foundation. Works with internal and external resources to develop messaging and campaigns around the marketing strategy. Ensures consistency with TASIS England’s branding guidelines in all external marketing materials. Understands and utilizes Inbound Marketing strategies to not only attract inquiries and interest in our school but also to raise our profile as a trusted educational platform for learning.
Develops strategies and campaigns for TASIS England’s social media presence
Oversees the Marketing and Communications team in posting regular updates to TASIS England’s social media pages
Establishes relationships with local press members, local authorities at town and council level, relocation agents, educational consultants, corporate HR departments and provides ongoing communication of TASIS England events, successes and stories
Actively seeks and creates partnerships with businesses and organizations in the community.
Supports the Head of School in operating Emergency Communication Systems
Website and Content Marketing
Manages and updates the school website with fresh content, photography and videography that replicates our mission and attracts inquiries
Defines TASIS England’s ideal customer personas and tailors content offers to attract these families to the value propositions of a TASIS England learning journey for their child
Regularly creates and posts online content offers and blogs
Manages and leverages a content marketing system through the website and liaises with Admissions Department to ensure workflows are created and enacted to bring inquiries along the ‘buyer’s journey’ towards applications.
Manages online and traditional advertising spends
Manages ad design process and brand consistency; collaborates with Admissions department to craft and promote timely messages throughout the school year
Oversees the creation of Admissions and other print/online admission materials for both regular and Summer Schools
Works with the leadership team to ensure that all print material is kept up to date
Manages design and creation of all other promotional materials as needed
Develops and maintains a communications strategy consistent with the mission and vision of TASIS England and the TASIS Foundation. Works with internal resources to develop messaging and campaigns around the communications strategy. Ensures consistency with TASIS England’s branding guidelines in all internal marketing materials.
Parent, Staff and Faculty Communications
Oversees the execution of the weekly TASIS Times and the TASIS Telegram Newsletters, sent to TASIS England community
Oversees communication to boarding parents and to alumni
Works with school heads and the Marketing and Communications team to ensure timely delivery of all other reminder emails and other important school communications
Oversees Marketing and Communications Team in keeping LMS/Veracross portal up to date with parent resources.
Works with Admissions to retain existing students as they move through the academic continuum
Develops a culture of blogging and thought leadership among the faculty, staff and leadership at TASIS England
Provides clear communication and information in the event of the school enacting measures outlined in the Emergency Response Manual
Ensures that internal communication displays throughout school are well maintained and kept up to date by the Marketing and Communications team
Ensures that all updated handbooks and policies, including the Employee Handbook, Student/Parent Handbooks and Communications Protocol etc., are uploaded to the school website
Maintains and leverages the LMS/ Veracross calendar
Collaborates with Maintenance and Security staff and school/department heads to effectively plan and execute internal events which have agreed upon key messages related to the TASIS England mission
Supports the organization and development of Alumni related events
Develops marketing campaigns designed to help the school raise funds through the annual giving, the Gala and possible Capital Campaigns
Oversees the creation of Annual Report and other print/online fundraising materials
Collaborates with Bursar to effectively create and manage an annual Marketing/Communications budget
Actively seeks personal professional development opportunities for all members of the Marketing & Communications team
Conducts ongoing meetings with members of the Marketing and Communications team to monitor progress of Professional Development and departmental goals
Managing internal office personnel and systems: assist in the daily management of office operations and routines.
Create and manage the database of records and information on companies, agents, relocations organisations, PR and media as well as School feeders in collaboration with the Admissions department.
Determine, create and populate data dashboards that demonstrate the success of marketing campaigns, strategies, adwords and/or advertisements.
Communicating with other departments/divisions within the School: develop and maintain an on-going exchange with School/Department Heads and faculty to continually assess our strengths and best-selling points to market both externally and internally.
Collaborate with other departments and represent the School at important events including off-site recruitment fairs, parent coffees, exhibitions and School visits. Participate in important Campus weekends including New Student Orientation, Parents Weekend and May Fair.
Travel on behalf of the School and liaise with families, corporations, agents and/or Alumni to establish close contact with international family references for developing and existing markets.
On-going project work determined with the Head of School.
The deadline for applications is 6 January 2018
Additional language skills other than English
Strong communication skills: virtual, verbal and written
Understanding of website creation and content development
Organised and able to meet deadlines
5+ years of Marketing experience
Previous work experience within Independent Day/Boarding School
Previous experience within an international education environment
Previous knowledge and work within Inbound Marketing
IT literate in Excel, Word, Google Mail, Database entries
Create data dashboards to inform decision making
Advertising Experience – online and print
Empathic and outgoing
Desire to learn about new cultures and customs. Experience of international travel
Patient and collaborative with willingness to learn new programmes
Committed to safeguarding children and young people
Willingness to work outside of normal office hours when required and occasional weekends
Able to lift promotional boxes weighing 20lbs
Employer will assist with relocation costs.
Additional Salary Information: Salary quoted is in British pounds NOT dollars and is negotiable according to experience
TASIS The American School in England offers a high quality American curriculum with Advanced Placement courses, the International Baccalaureate Diploma Programme, and English-as-an-Additional Language classes to 740 day (aged 3-18) and boarding (aged 14-18) students from 50 nations. With an average class size of 15 and a comprehensive range of extracurricular opportunities, TASIS England provides ...an outstanding education for tomorrow’s global citizens. Graduates progress to top universities in the US, the UK, and worldwide.