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Digital Content and PR Executive

3 months ago

Harrogate, North Yorkshire, United Kingdom Harrogate Ladies' College Full time

Due to an expansion in our Marketing team, an exciting opportunity has arisen to join the team as Digital Content and PR Executive.

Normal working hours either 8.30am-5.30pm or 8.00am-5.30pm, Monday to Friday.

Some flexibility will be required to meet the needs of the role and attend events including occasional evening and weekend working.

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Purpose of role and objectives:_


The Digital Content and PR Executive will support the Marketing Manager in the delivery of the annual Marketing Plan in order to meet the pupil recruitment and retention figures across all 3 areas of school (pre-school, prep school and senior school).


The Digital Content and PR Executive will be responsible for delivery of the digital marketing, PR, social media and web related activities detailed in the annual Marketing Plan.

We are committed to continuous improvement and aspects of the job role may change therefore over time.
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Key areas of responsibility, tasks and duties:_

SOCIAL MEDIA

  • Day to day management of school branded social media accounts including Instagram, Facebook, X and LinkedIn
  • Create and post engaging social media text, photographs and video content across all channels
  • Working alongside the school's Chinese social media agency, create content for translation and posting on Chinese social media channels including WeChat
  • Manage and implement the school's content calendar ensuring that the messaging aligns with the school's values and core messages
  • Monitor, analyse and report social media engagement

PR

  • Research, write and distribute press releases and pitch to relevant journalists with a focus on local and regional titles plus national publications in education and other sectors
  • Cultivate relationships with print, digital and broadcast journalists and other thought leaders and online influencers
  • Be the first point of contact for media enquiries and maintain an accurate target media list
  • Manage photography requirements for PR purposes
  • Proactively monitor press and online content for coverage of relevant issues and create comment from the school
  • Create thought leadership and blogstyle content around relevant issues such as wellness, mental health in young people, the gender gap and parenting related issues
  • Monitor, analyse and report on print / online coverage generated

WEB CONTENT AND ONLINE ADVERTISING

  • Day to day management of the school website content
  • Research, write and publish (using the CMS system), content for the website to reflect new initiatives and changes in the school's provision
  • Ensure web content is accurate, reflects the school's values, and is a source of information for existing and prospective families.
  • Day to day management of SEO on the school's website ensuring that pages are optimised against target keywords and continue to outperform against competitors
  • Day to day management of Paid Search and Paid Social advertising campaigns
  • Work alongside the Marketing Manager and the school's external web development agency to implement major web development projects to drive an increase in web based enquiries
  • Monitor, analyse and report on SEO positions and online advertising campaigns results

MARKETING CONTENT AND EMAIL MARKETING

  • Research and write additional content aligned to the annual Marketing Plan as required
  • Collate content for the school's Annual Review publication and work with the external design agency to manage the design and print process
  • Research, write and create (via MailChimp), termly enewsletters targeted at prospective families and key influencers in the relevant education markets
  • Research, write and create (via MailChimp), monthly enewsletters for families planning to join school in the next academic year (as part of our After Sales communication programme)
  • Work alongside external videographers to create video content to support the Admissions process and aid pupil retention

PARENT PORTAL

  • Manage content on the Parent Portal to ensure new parents have access to relevant information about school before joining
  • Working with members of staff across the school, manage changes and additions to New Pupil Forms on the Parent Portal

Person Specification

Essential
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Experience and Qualifications_

  • A degree level or equivalent qualification in Marketing / Digital Marketing / PR
  • Significant experience of implementing PR, Media Relations and Social Media campaigns
  • Significant experience of implementing digital marketing campaigns, writing and managing web content, SEO and managing Paid Search / Paid Social campaigns
  • Experience of producing content for a wide range of marketing related activities such as brochures, magazines and emarketing
  • Experience of creating video content for social media use and project managing video projects undertaken by external 3rd party videographers
  • Experience of working with children / in an educational setting
  • Existing media contacts i