Leads, researches, plans and implements marketing communication strategies and tactics to raise awareness, create preference and facilitate enrollment growth for the College. Consults with and provides team with expert knowledge on current and new media formats and channels, especially digital. Collaborates with Associate Director, Marketing on institutional marketing campaigns and special projects to achieve the College mission, as assigned.
Researches, plans and implements micro and annual marketing/communication campaigns for the Harper brand, general enrollment and additional specific markets by using appropriate channels (social media, OTT, digital networks, direct mail, e-mail, etc.)
Collaborates with associate director or clients to supervise outside consultants as needed.
Evaluates, selects, ensures brand standards, establishes structure and acts as primary Administrator for Harper’s email platform. This includes, but not limited to, providing account oversight, quality control, database expertise, troubleshooting, upgrade training, etc.
Manages agencies on a daily basis. Leads agency searches, under guidance of Associate Director, as necessary. Manages agency budget account allocation reports.
Regularly analyze and report Google Analytics(G.A.) data (campaign results, conversion rates, traffic etc.) to determine ROI, effectiveness and help shape future marketing strategies. Align G.A. goals and tracking mechanisms with the College priorities. Consistently review and present results to team and clients.
Integrates, tests, tracks and evaluates effectiveness of emerging channels/communication tools where appropriate. Provides team leadership and training on current and new media, channels, software and platforms.
Creates basic graphic assets (static/video/audio) via InDesign and Photoshop with the approval of Creative Manager.
Strategically leads outbound or inbound marketing activities by demonstrating expertise in various areas (content development, SEO, digital networks, influencer marketing, etc.)
Builds and maintains institutional advertising and print budget to ensure accuracy and individual market allocations and expectations are met.
Researches, develops and writes original content for traditional, mass media, social, online communications. Edits copy submitted by clients.
Plans a unifying theme for market(s) or service lines(s) under the Harper image. Support and promote the consistent use of Harper’s brand identity and positioning statement.
Consults with internal clients, assists in the clarification of measurable communication goals and/or events and lead/manage marketing planning process and strategy execution.
Anticipates educational or business unit trends, match data with community needs and institutional priorities. Secure secondary research or conduct primary research such as focus groups and surveys.
Works with internal/external vendors to define accurate project deliverables and cost estimates. Complete all accounting/billing in accurate and timely manner.
Serves as project manager for projects and collaborates with designers, web, print, mail, vendors and campus clients for successful project completion.
Works with internal staff or external vendors to define selects and secure/purchase databases. Maintains and/or develops subscriber, inquiry or lead databases as necessary.
Manages multimedia projects including developing video scripts /storyboards and selecting a producer. Manages internal staff of external vendor by providing project management for entire project.
Plans strategy, develops schedule, writes, tests, distributes, and evaluates response rates of email communications.
Utilizes social channels as necessary.
Develops high touch, priority landing pages and update using Harper’s CMS.
Delivers and executes projects under tight timeframes and on budget.
Responsible for tracking and reporting on all applicable media.
Collaborates with Communication Department to provide media messages that relate to prospective learners and promote College initiatives and programs.
Uses project management system to manage project status and manage
Directs the day-to-day activities of interns and student aides.
Performs related duties as assigned.