Digital Content and PR Executive

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.

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.

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 on-line influencers


• Be the first point of contact for media enquiries and maintain an accurate target media list


• Manage photography requirements for PR purposes


• Pro-actively monitor press and on-line content for coverage of relevant issues and create comment from the school


• Create thought leadership and blog-style 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 / on-line 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 on-line 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 e-newsletters targeted at prospective families and key influencers in the relevant education markets


• Research, write and create (via MailChimp), monthly e-newsletters 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
  
  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 e-marketing


• 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 in the local, regional, national or education section press


• Experience of project managing the production of marketing material such as brochures, magazines etc.


• Experience of working with external marketing agencies such as designers, web developers


Knowledge

• Digital marketing sector trends and evolving technologies


• Understanding of and empathy with, the independent schools' sector;


• Knowledge of crisis PR management


Personal Skills

• Outstanding copywriting skills


• Strong interpersonal skills to build relationships internally and externally and engage key stakeholders in the creation of content


• Excellent organisations skills, the ability to manage multiple projects and meet deadlines


• Excellent proof reading skills


• Ability to analyse and evaluate information and present clear findings


• Creative thinker who is results and targets focused


• A strong team player who is also able to work independently


IT Skills

• Microsoft Office


• Video editing and photo editing applications


• Website CMS systems


• Google Analytics


• Google Adwords


• Facebook Advertising and Remarketing


• Email marketing systems


• WordPress


• MailChimp


• Photography


DESIRABLE

• Experience of working with children / in an educational setting


• Existing media contacts in the local, regional, national or education section press


• Experience of project managing the production of marketing material such as brochures, magazines etc.


• Experience of working with external marketing agencies such as designers, web developers


• Digital marketing sector trends and evolving technologies


• Understanding of and empathy with, the independent schools' sector;


• Knowledge of crisis PR management