Responsible to :
Finance and Operations Director
Remuneration:
This is a Band 3 Role with a pay scale of RW25 to RW33 (£37,710 to £44,179), final salary dependant on experience.
Responsible for:
The Marketing Lead has overall responsibility for consistent marketing communications to existing and potential stakeholder audiences i.e. parents, pupils, teachers, alumni, governors and community. This will include acquisition strategies to bring in new customers as well as retention strategies to existing customers. The role oversees the Marketing Co-ordinator (MC) and together will ensure effective multi-channel marketing to promote Rishworth School, including Nursery, Rishworth Prep, Rishworth School, Sixth Form, Rishworth International Football Academy (RIFA) and boarding. This role involves working closely with the senior leadership team (SLT) in the annual business planning process and executing strategic marketing initiatives to attract, recruit and engage students, parents, alumni, and external partners globally.
The Marketing Lead will focus principally (but not exclusively) on implementation and execution of acquisition strategies and the MC will focus principally (but not exclusively) on retention. Both roles need to have an understanding of the other in order to facilitate cover when the other is on annual leave.
Key Responsibilities:
Key Responsibilities:
1.Market Research, Planning & Analysis
•Conduct independent and selective non-fee paying school competitor analysis to identify facility, educational & pricing points of difference;
•Working with the Head of Admissions utilise demographic data from HMGOV and association membership (AMCIS, BBSN, Metropolis) to develop forecasting models to predict school year group entry and geographic catchment to help feed into the school business plan;
•Set key performance indicators to ensure the media platforms deliver and create appropriate weekly, monthly and annual reports to disseminate to appropriate personnel;
•Analyse campaign performance and adjust accordingly to ensure effective spend and budgetary control
2.Marketing Strategy & Leadership
•Develop and implement marketing strategies to enhance the school’s brand and visibility;
•Develop and manage the School’s relationships with external agencies for the Website, Marketing, Photography and Print;
•Oversee the creation of marketing materials for print, digital, and social media;
•Manage and support the MC to ensure efficient execution of tasks;
•Monitor and analyse marketing performance, adjusting strategies as needed.
•Develop above and below the line campaigns to drive admissions, events, revenue;
•Through social media, liaise with Old Rishworthian networks and direct marketing strategies, grow and engage with alumni to inform of school development plans with a view to future fund-raising activity.
3.Advertising
•Plan, design and write advert content for acquisition campaigns, e.g. Open Days, Events, Seminars, Assessment Days, Taster Days;
•Nurture and develop relationships with print and digital advertisers;
•Research and define target audiences based on key stage 1-5 demographic criteria and build clear digital customer journeys to help drive admissions;
•Develop, run, and monitor targeted digital advertisements through external Marketing agencies or Meta Business Suite and other channels when required;
•Review and analyse advert interactions, click throughs and user actions to increase impressions for future adverts, boost website traffic and achieve advert goals.
4.Social Media & Digital Marketing
•Working with MC oversee all social media channels, ensuring engaging and current content;
•Work with the Marketing agency to develop campaigns to drive engagement and admissions;
•Research and expand the school’s presence on emerging social media platforms, TikTok, WeChat;
•Monitor analytics to identify trends and refine social media strategy and report these to the SLT and Governors;
•Work with alumni network to develop social media content to raise the profile of the school.
5.Content Creation, PR & Brand Management
•Supervise and contribute to content creation, including photography, videography, and written materials;
•Ensure consistency in branding across all communications;
•Develop 2-person proofing system for all marketing materials to uphold brand integrity before print/post
•Gather newsworthy Rishworth School content and disseminate through press release to relevant associations, publications, education outlets, and the press both locally and internationally;
•Annual publication of the Rishworthian Magazine giving consideration for a small print run as a tool for fund raising and leavers’ memento and availability of an E-zine version online and on the website;
•Co-ordinate with admissions and academics on the creation of brochures, ensuring content and branding is correct, including prospectus, course guides, handbooks, etc., and liaise with external printers to ensure quality prints.
6.Website Management
•Evolve the website to be a leading recruitment platform for the school whilst providing key information needed for existing stakeholders;
•Manage website content with the preferred external agency to ensure efficient SEO and customer journey leading to increased traffic and enquiry generation;
•Populate school news section on the website as a recruitment and retention tool.
7.Event Coordination
•Support in planning the school calendar events such as Prize Givings and the School Ball;
•Co-ordinate gifts and auction items for events;
•Ensure effective promotion and engagement for events through various channels;
•Develop and maintain relationships with suppliers for event support, such as venues and photographers;
•Create online booking and payment system for all events via ticketing websites or the Schools’ own website;
•Pass through data on ticket sales from the internal or external websites to Finance and Event owners;
•Support in the organisation and execution of school recruitment events, including but not limited to: Open Days, Taster Days, and Transition Days;
•When appropriate arrange and conduct tours of the school with alumni and visitors.
8.Admissions
•Collaborate with the Head of Admissions to develop materials and promotional content that support the implementation of the strategy for the Schools’ various income streams;
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•Reserve a proportion of the marketing budget to provide print advertising in appropriate international boarding magazines;
•Provide cover to the admissions team when one or more are unavailable;
•Conduct tours for prospective parents if required.
Prerequisites for role
•Adhere to the School’s Code of Conduct & Policies and uphold the brand values and integrity at all times.
•Ability to motivate, manage and interact well as part of a team.
•Occasionally support school events outside of normal working hours e.g. school open days.
•Post holder must complete child protection screening appropriate to the post, including checks with past employers, social media checks and a full DBS application.
•Adhere to protocol and respect confidentiality in all matters, protecting any data in accordance with the Data Protection Act 1998 and the General Data Protection Regulation (GDPR) 2018.