Harrogate Ladies' College - PR & Digital Marketing Executive

Digital Marketer is needed in Harrogate, United Kingdom.

Client: Harrogate Ladies’ College

Location: Harrogate, United Kingdom

Contract: Other, Part Time

Job Description

The PR & Digital Marketing 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).

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
• 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 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
• 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
• 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
• Research, write and create termly e-newsletters targeted at prospective families and key influencers in the relevant education markets
• Research, write and create monthly e-newsletters for families planning to join school in the next academic year
• 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 the school
• Manage changes and additions to New Pupil Forms on the Parent Portal

Requirements

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 e-marketing
• Experience of creating video content for social media use and project managing video projects undertaken by external 3rd party videographers

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

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
• Excellent organisations skills, the ability to manage multiple projects and meet deadlines
• Excellent proofreading 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 (Desirable)
• MailChimp (Desirable)
• Photography (Desirable)

Other Information

• Hours: Part time – 30 hours a week, 52 weeks per year.
• Hours to be worked over a minimum of 4 days, in agreement with the post holder, within the school’s normal working hours of 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.
• Application deadline: 09/02/2024
• Reference ID: Digital Marketing and Content Officer/February 2024