Marketing and Communications Specialist

**Market Research**
- Undertake market and competitor research and analysis. Become an expert on our target market including demographics, lifestyle, geography and attitudes.
- Working with the Head of Admissions, analyse and evaluate key admissions data. Feedback information gained from market research and website analytics to the Admissions team.
- Use the above data sets to inform the work of the Communications team in order to facilitate effective marketing activities.

**Knowledge of the School and Parents**
- Work proactively across all three Schools to build relationships with key staff and build knowledge of the School’s activities.
- Develop effective parent engagement programmes, holding focus groups, and lead on commissioning regular Parental Surveys.

**Content calendar**
- Create and maintain a calendar of key dates for the Communications team.
- Develop a content management plan for both digital and traditional channels.
- Plan and coordinate the photography and film schedule and assist the part-time Photographer and Film-maker by managing their time and booking appointments.

**Admissions Marketing**
- Develop effective cross-departmental working with the Admissions team that will deliver Highgate’s Communications and Admissions objectives.
- Plan the “customer journey” for prospective parents, consider all the?touchpoints, designing “a?package” which is refined and developed to maximize the consistency of brand and experience.
- Lead on the writing and production of all Admissions-related marketing materials and collateral, both print and digital. Regularly update the website with new copy, reflecting changes across the School.
- Work with the Admissions team to ensure that they “on brand” and “on message” in all of their work.
- Represent the School at educational exhibitions and other recruitment events.

**Digital Marketing**
- Plan, manage and deliver our overall CRM strategy. Keep knowledge and skills up to date in relation to the CRM software to ensure we are using it to its full extent.
- Identify new trends in digital marketing, evaluate new technologies and ensure that Highgate is at the forefront of industry developments, particularly developments in mobile marketing.

**Advertising**
- Plan the advertising strategy for Open Days and Bursaries to ensure the widest possible coverage, working to budget.
- Work with the Creative Designer and Photographer to request the preparation of artwork or photography, writing a clear and detailed project brief for her/him to follow.
- Plan, deliver and evaluate our advertising and other promotional strategies in the press, magazines and relevant directories.
- Analyse and report on campaign effectiveness in terms of traffic, acquisition, conversion, retention and revenue

**News / Content creation**
- Work pro-actively to discover stories, both small and large, from different parts of the School and ensure that content reflects school life accurately. Raise awareness amongst staff from across the School of the importance of telling and sharing exciting stories and contributing content.
- Lead the gathering, creation and editing of news stories for publication on the School website, social media and school magazines.
- Continually develop a bank of case studies, testimonials, statistics and quotations to be used in our marketing campaigns.
- Keep the School website updated on a regular basis with news and events from across the School, passing any significant stories to the PR and Communications Specialist
- Meet regularly with the Senior School Departmental “Champions” and the Communications representatives in the Pre-Prep and Junior Schools

**Social Media**
- Develop a Social Media Strategy which continues to grow our social media presence and facilitate a growth in engagement amongst the School community. Ensure that Social Media represents all aspects of the School, being pro-active where areas are under-represented.
- Be responsible for the writing or checking of social media posts (on Facebook, Twitter, Instagram, LinkedIn, YouTube), using Hubspot to monitor all Highgate-related social media accounts on a daily basis.
- Train and manage staff ‘Champions’ who are posting and tweeting on behalf of the School and work with staff to ensure the best use of social media.
- Ensure that all staff are following our social media policy and guidance, following up where necessary.

**Communication with parents**
- Establish and refine our systems for collating and checking messages which go out to parents via SchoolPost and inform all staff about the systems and deadlines.
- Personally monitor the messages going out to parents on Fridays via SchoolPost to ensure that the style and format are consistent and that the volume and frequency of messages are appropriate.
- Liaise with administrative staff and departments to ensure consistency of quality and branding across all communications with parents.

**Marketing Projects**
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