position of Director of Marketing and Communications is a full time exempt
position of 40 hours per week. Reporting to the Vice President for Enrollment
Management, the Director is responsible for helping drive growth in new student
enrollment for both onsite and online programs. The Director currently manages
a marketing and communications staff of four including two Communications and
Media Producers, one Web Content Manager, and one Graphic Designer. The
Director is responsible for the planning, integration, coordination, and
management of the strategic marketing and communications plan. This plan will
perform across several communication and advertising platforms for multiple
audiences, while maintaining and adhering to the BAC’s institutional brand. The
Director will have a proven track record of identifying and acquiring
prospective student leads through campaign planning, performance analysis and
competitive analysis and have demonstrable experience measuring ROI for new and
successful candidate must be an effective communicator who is both analytical
and creative, budget-oriented, and highly collaborative. The individual must
possess proven project management and data analysis and personnel management
PRIMARY ESSENTIAL Functions:
implement, and facilitate an annual strategic enrollment marketing and
communications plan in support of fundraising and recruitment goals for
targeted programs and/or schools in accordance with the College’s mission
statement, core values and strategic plan to include objectives, target
demographics/markets, and target messages.
implement, and manage the college’s advertising and enrollment marketing
campaigns including SEO, SEM/PPC, display advertising, outdoor, print, radio,
TV, email, direct mail, and recruitment events to increase brand awareness and
reach enrollment goals.
overall strategy and lead the communications team to implement social media
campaigns, news and feature stories, electronic communications, public
relations, Practice Magazine,
photography and videography, and external website.
closely with the office of Institutional Advancement to develop and monitor
marketing and communications strategies in support of College wide fundraising
and improve marketing spend by utilizing Google Analytics, CRM and Marketing
Automation to analyze and evaluate strategic and targeted advertising
campaigns, as well as measuring ROI and CPL performance to improve future
promotional materials including marketing collateral, branding and promotional
items for Admissions in a variety of media and venues to maintain brand
identity, and to emphasize key messages and positioning within the College’s
with Admissions to implement and optimize inbound marketing strategy for the
BAC including landing pages, blogs, social media, emails, and workflows.
closely with faculty, staff, and academic/institutional leadership to ensure
that their respective areas (especially with regard to the state of the design
professions) are considered within a clearly communicated marketing and
and assess the annual enrollment marketing budgets and planning to ensure that
marketing tactics are cost-effective and productive.
with media agents to secure agreements and media buys for all advertising,
sponsorship, or events.
duties as assigned.
CRITERIA: Earned Bachelor’s
degree from an accredited institution required.Master’s degree with a concentration in
marketing, advertising, communications, public relations or related fields,
- 7 - 10 years of direct marking and
recruitment experience within higher education, preferred
- Proven project and personnel
- Familiarity with Google Analytics and
have excellent written and verbal communication skills
be flexible in terms of position description duties and responsibilities
WORK SCHEDULE REQUIREMENTS:
be able to work some evenings and weekends as needed.