To engage all internal and external stakeholders with timely, relevant and engaging customer-focused content that brings to life the unique identity of the school and fully integrates it into all communication touchpoints relevant to the target audience across the Family Experience Journey.
Develop a content strategy for the school and an ongoing pipeline of content that can be used year-round to inspire, engage and inform all relevant internal and external stakeholders including parents, students, staff and alumni.
- Work with the School DAM / Marketing Manager to develop and sign off a content plan for the school aligned to the brand equity pyramid and school USP
- Draw down the global content strategy and annual plan to source Nord Anglia thought leadership content for tailoring and re-application locally.
- Source original local content to amplify the global calendar using best practice from the Nord Anglia Family Experience Journey (FEJ).
- Engage with academic staff throughout the school to collect news and updates from the classroom and from offsite trips, events and activities.
Execute the school content strategy across all school communication channels including News & Blogs and social media.
- Draw down the global News items and amplify with local stories to ensure a continuous stream of interesting and relevant updates about the school and Nord Anglia Education.
- Oversee all ad hoc logistical and news communication for the school, ensuring consistency and appropriate
- Manage and maintain the school blog, executing the content strategy to optimise engagement with target readership and ensure that new content is published in a timely fashion.
- Manage the creation and maintenance of blog categories and authors.
- Work with Marketing Manager to ensure all content is search engine optimized.
- Support the MAC team through attendance at school recruitment events.
Build the school online community through social media, driving both followers and engagement (shares and comments).
- Draw down the social media channel strategy from global and ensure that each school social media channel is used appropriately for the target audience
- With the school DAM, develop an appropriate engagement strategy for each social media channel (frequency and type of posts, use of paid versus unpaid activity etc.).
- Work towards an agreed target regarding number of posts per day on each social media channel in use by the school.
- Spend quality time each day / week around the school, capturing formal events and the day to day life within the school. Aim to get content out on social media during the same day the images were taken.
- Ensure that the school’s visual identity, brand character and tonality is brought to life across all social media.
- Monitor key social media metrics on a weekly basis and share across the MAC team and wider school.
- Actively work to develop content that drives the ‘conversation’ and generates engagement from the school community through shares and comments.
- With guidance from the School DAM and Marketing Manager, respond to all social media questions or comments directed at the school within 24 hours during the working week.
Ensure that all current parents are kept up to date on school news and information.
- Deliver a regular newsletter for parents using global templates and best practice and in keeping with the school’s visual identity, brand character and tonality. Cascade via Mailchimp or equivalent.
- Tracking CTR and Opening Rate on a weekly basis and communicate to all relevant stakeholders, using data to optimize what resonates with the target audience.
- Co-ordinate across the various school departments to understand the breadth of parent communications and keep a finger on the pulse to understand from parents what is working and not working. Provide clear feedback to the academic team to enable improvement.▪
- Maintain up to date and refreshed content as required, for the Parent Portal or school App. (e.g. iSams or equivalent)
- Promote the parent survey and its results annually.
- Provide brand templates for school colleagues to develop internal posters, flyers or other appropriate collateral to raise awareness of internal activities.
- Regularly review the quality of this collateral providing timely appreciative and constructive feedback.
Together with the Publications and Marketing Officer, develop the Photography and videography repository for the school, ensuring the highest standards are adhered to in line with global guidelines and school aesthetic quality.
- Help leverage the global photo / video bank where appropriate in school communications.
- Help develop the school photo / video bank, based on global guidelines, high aesthetic quality, brand fit and appropriate parental usage rights.
- Refresh the school photo / video bank regularly and annually through the use of a Nord Anglia approved photographer or videographer.
- Provide a clear brief to any external photographer / videographer or member of staff that provides photographs / videos for the school to ensure all images and film are aligned to global guidelines and brand fit.
- Develop own photography, videography and editing skills, drawing on regional and global expertise.
Provide appropriate leadership, coaching and best practice sharing to other members of the MAC and wider school team.
- Act as a role-model to other members of the MAC Team and coach the best from them.
- Support the DAM to develop a culture where the school engages as one and works to ensure admissions is a whole school responsibility.
- Contribute to the sharing of best practice in communications across the MAC school team, region and group.
Take a proactive approach to personal development planning using company toolkits and procedures as appropriate.
- Take ownership for personal development and works with DAM to develop and implement a focused and straightforward Personal Development Plan.
- Take ownership for requesting feedback from others in a timely fashion.
- Positive performance appraisal
- Provide both constructive and appreciative feedback both unprompted and when asked.
Person Specification
Qualifications/Training
Experience / Knowledge/ Skills
- Minimum 2 years working in copywriting, journalism or related discipline
- Good cross-cultural, interpersonal & communication skills to interact with diverse nationalities and cultures
- Proven teamwork and negotiation skills
- Experience of writing across a diverse range of on- and off-line media and an understanding of how to optimize content for each
- Experience of contributing to and managing all social media platforms
- Knowledge of communication programmes such as Mailchimp
- Photographic and videography skills
- Excellent time management skills and flexibility in dealing with multi-functional tasks
- Good analytical skills and evaluation of ROI, KPIs
- Outstanding written and verbal communication skills
- Good copywriting skills
- Experience in monitoring competitor market activity
Personal Attributes
- Creative and technical thinking ability
- Self-motivated, flexible and adaptable to different tasks at hand
- Proactive and able to prompt others to ensure deadlines and targets are achieved, calm working under pressure
- Uses evidence to support arguments or positions taken
- High level of integrity
- Excellent time management and organizational skills
- Proficient communicator both oral and written
- Excellent attention to detail
- Affinity with and interest in education
Safeguarding
At Nord Anglia Education we are committed to providing a world class, safe, happy environment in which children and young people are able to thrive and learn. We are committed to safeguarding and promoting the welfare of all our students irrespective of race, ability, religion, gender or culture.
All post holders in regulated activity (having regular unsupervised contact with children) are subject to appropriate national and international vetting procedures including satisfactory criminal record checks from both your country of residence/birth and any country of residence within the last 10 years.
