Student Marketing
5 days ago
Our Directorate of Education and Training has ambitious goals for increasing student numbers, diversifying its portfolio and extending its reach. To achieve these goals, it is essential that we provide effective professional support services for our students and staff. The Student Marketing and Recruitment Officer will play a key role in supporting the marketing and recruitment goals of the Trust's education and training portfolio, developing and delivering marketing campaigns for a portfolio of CPD and postgraduate courses, grouped by subject area.
Main duties of the job The post holder will assist the Student Marketing and Recruitment Manager in implementing integrated, end-to-end campaigns to drive awareness, engagement and conversion - engaging in the development of content and creatives, audience segmentation and targeting, campaign execution, the tracking of campaign performance, and reporting - ensuring that all activities are executed on time, within budget, to a high quality, and in line with broader KPIs (Key Performance Indicators) and strategic goals. We are looking for a creative, driven and proactive Student Marketing and Recruitment Officer who can support the Trust's ambitions to increase access to its unique teaching and learning model and meet the changing needs of national and international learners. The role requires a well-organised individual, with a keen eye for detail, who can work collaboratively with a wide range of colleagues. They will manage multiple priorities and acquire a strong understanding of relevant sectors and audiences, in order to deliver effective marketing campaigns in a complex, fast-paced environment, with support from the Student Marketing and Recruitment Manager. We particularly welcome applications from those with recent and relevant experience in the higher education sector. About us At the Tavistock and Portman NHS Foundation Trust, we are proud to be one of the largest providers of mental health education globally and the only NHS Trust registered with the Office for Students. Through our Directorate of Education & Training (DET) we offer over 100 education and training courses to more than 4,000 students, including postgraduate master's and doctoral-level programs, which are currently validated by university partners. Our unique clinician-tutor model and multidisciplinary approach allow us to train a wide range of professionals, including clinicians, social workers, nurses, and teachers. The Trust develops and delivers training initiatives that meet the needs of a modern health and social care sector and is responsive to policy and initiatives from government and other relevant agencies. The Trust is a welcoming and supportive organisation committed to ensuring its student body is diverse and reflects the populations its trainees will be working with. Its offer, provided through a range of platforms both digital and face to face, includes postgraduate programmes, CPD courses, and bespoke training for organisations. Job description Job responsibilities- Devise and deliver high quality and recruitment-focused marketing campaigns for a designated portfolio of CPD and postgraduate training courses raising awareness, driving engagement and conversion, and building brand resilience and equity.
- Take ownership of regular email campaigns collating accurate and engaging copy and contents, reflecting our house style guidelines and tone.
- Manipulate lists of customer data to segment customers by demographics and behaviour and build highly-targeted email communications drawing on multiple sources of information and monitoring GDPR compliance throughout.
- Contribute to the management of a database of B2B and B2C contacts processing new data to ensure accuracy and compliance.
- Support the maintenance and development of the Education and Training WordPress website, uploading content, regularly optimising existing webpages for SEO and accessibility, and making use of relevant analytics tools.
- Develop engaging and creative digital content including news articles, blog posts, video interviews, staff profiles and webinars, thoroughly proofing copy and ensuring adequate checks/approvals are in place prior to publication.
- Support the Student Marketing and Recruitment Manager in building awareness through targeted digital advertising, and organisation/network outreach.
- Lead the development and scheduling of consistent and engaging social media content across all channels striking a balance between different areas of activity and kinds of posts, researching key sector trends and competitor activity, sharing insights with marketing and communications colleagues and maintaining efficient posting policies around the focus and frequency of activity.
- Produce print publications and materials, using design tools such as Adobe InDesign / Canva, and adhering to design best practices and brand guidelines.
- Assist in the planning and delivery of a range of internal and external events, such as open days and open events, conferences and exhibitions ensuring that relevant content, materials, links and information are readily available.
- Contribute to regular reporting on all marketing activities analysing results with the Student Marketing and Recruitment Manager, and the wider Student Marketing, Recruitment & Admissions team, as well as colleagues from other Professional Services teams, to establish trends and patterns in data, generate recommendations, and inform future activities.
- Work collaboratively with colleagues from the wider Professional Services function, the Trust's Communications team and with Faculty to coordinate activity and influence key decision-making and planning in the Trust.
- Contribute to relevant meetings, working groups and sub-committees drawing on your marketing insights to inform decision-making and planning.
- Support the management of shared inboxes and social media accounts when required responding to enquiries and logging responses.
- Undertake a variety of additional administrative duties to support the wider Student Marketing, Recruitment & Admissions team including supporting wider marketing and recruitment activity at key times throughout the academic year and outside normal working hours.
- Undergraduate degree or equivalent experience
- Professional qualification or evidence of further training / development in marketing or communications
- Previous experience in a similar marketing or communications role
- Experience of planning, executing and evaluating marketing and/or communications activities
- Experience working with digital marketing and/or communications tools and systems
- Experience of using a content management system such as WordPress
- Experience of working within an education environment
- Experience supporting events, both in planning and on-the-day
- Experience acting in a customer-facing role, as a representative of an organisation
- Experience in filming and photography - for instance producing and editing short videos, capturing event photography or taking headshots
- Excellent written and verbal communication skills
- Able to write concise, effective and accurate copy, tailored to audience
- Able to produce and edit email campaigns using email software
- Able to produce print and digital materials using design software, e.g. Adobe/Canva
- Confident working with customer data
- Able to produce regular reports and status updates, using a range of analytics tools, including Google Analytics
- Some awareness of the motivations, interests and concerns of postgraduate students and CPD applicants
- Interest in the work and education and training remit of the Trust
- Understanding of key developments and trends in the Higher Education sector
- Understanding of key developments and trends in the Health and Care Sector
- Able to demonstrate a commitment to, and a desire to live by, the Trust's values
- Capable communicator, able to work closely with a variety of colleagues and act as a representative / face of the organisation
- Able to multi-task, prioritise workload, and manage time effectively to meet deadlines
- Able to work to targets, monitoring progress, identifying issues and taking steps to rectify any issues
- Self-starter, willing to work on tasks independently
- Committed to professional development and growing knowledge of sectors, audiences and courses
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