Strategic Marketing Specialist - Harper College

Overview

Researches, plans and implements marketing strategies and tactics to position Harper College brand, grow enrollment and/or promote College events, programs and services. This includes working with and through college colleagues to optimize marketing and communication of programs and services and managing appropriate promotional efforts. Typically focuses on one or more specific markets or service lines.

Characteristic Duties:

Researches and analyzes demographic and psycho-demographic characteristics of our district as they relate to specific market(s) or service line(s).

Anticipates educational or business unit (academic, foundation, conference center, community education, cultural arts, etc.) trends, match data with community needs and institutional priorities.

Works with appropriate staff to secure secondary research or conduct primary research such as focus groups and surveys.

Plans a unifying theme for market(s) or service line(s) under the Harper image. Ensures that marketing materials are consistent and share commonalties with each other while supporting the brand graphic identity and positioning statement.

Collaborates with director, associate director, marketing and clients to develop and implement annual marketing communication plans for specific markets or service lines (i.e. cultural arts, FTIC, Foundation), identify target market segments, and design strategies and tactics to generate awareness, engage interest and inquiries in order to achieve institutional priority goals.

Consults with internal clients, assist in the clarification of measurable communication goals and/or events and lead/manage planning process and strategy execution.

Researches and tests emerging communication and media channels.

Works with appropriate internal/external vendors to define accurate project deliverables and cost estimates. Report/maintain budget reports as necessary. Complete all accounting/billing tasks in an accurate and timely manner.

Works in collaboration with Communications Department to ensure appropriate publicity for specific market(s) or service line(s).

Manages projects related to specific market(s) or service line(s). Serves as project manager for these projects and collaborates with designers, Web content manager, digital content specialist, print shop, mail center, 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.

Responsible for accurate use of the MSC project management system to manage/communicate project status with client and internal MSC workgroups.

Researches, develops and writes original content for traditional print, mass media, social media, online communications. Rewrites and edits copy submitted by clients. Manages proofing oversight.

Communicates campaign/project status with client to exceed expectations.

Manages multimedia projects including developing video scripts/storyboards and selecting a producer, Manages internal staff or external vendors by providing oversight to entire project (i.e. editing, CGs, VOs) to assure quality is in line with the parameters of the assignment.

Plans strategy, develops editorial schedule, writes, tests, distributes, and evaluates response rates of e-mail communications. Utilizes social leading media channels as necessary and appropriate for target audience.

Integrates, tests, tracks and evaluates effectiveness of emerging channels/communication tools where appropriate. These may include QR codes, SMS, search, SEO, etc.

Develops high touch, priority landing pages and update using Harper’s web content management system.

Familiarity with various design platforms e.g. template systems, Canva, etc. in order to coordinate projects with designers and provide basic finished graphics

Delivers and executes projects under tight timeframes and on budget.

Responsible for tracking and reporting all applicable media via analytics system.

Works effectively as part of a multi-disciplinary Marketing and Communications team to communicate, coordinate, and integrate Marketing and Communications, and apply best-in-class practices to all efforts.

Assists with special projects and events upon request.

Performs related duties as assigned.

Working Conditions/Physical Requirements:

Work is primarily performed indoors and is sedentary in nature. Some overtime, evening and weekend work is required to perform duties of the job.

Supervision:

Reports to the Associate Director, Marketing