Reporting to the Director of Admission, the Enrollment Marketing Manager is responsible to develop, plan, and execute integrated communications and marketing plans that serve to promote program recruitment and support IHP strategic enrollment needs. The Enrollment Marketing Manager will develop and optimize digital recruitment communications utilizing CRM technology, updates web and social media channels, and oversees the development of print collateral, adhering to brand and style guidelines. The Enrollment Marketing Manager coordinates recruitment campaign related events, such as webinars, conferences, and materials. The Enrollment Marketing Manager utilizes strong interpersonal skills with internal and external constituents in order to effectively develop and execute enrollment marketing plans. The marketing portfolio for this position includes post-professional masters, doctoral, and certificate of advanced studies programs offered in the School of Nursing, School of Health and Rehabilitation Services, and the Center for Interprofessional Studies and Innovation.
Principal Duties & Responsibilities
- Develop and execute program-specific integrated marketing plans utilizing a mix of online, social, and print strategies in support of strategic enrollment across a range of disciplines. (60%)
- Prepare market research to compare programs along a spectrum of attributes (tuition, application requirements, key messages, etc.)
- Develop, document, and execute multi-channel marketing plans for an assigned set of programs, e.g., direct- and entry-level degree or post-professional degree programs
- Develop, execute, and optimize digital communications to national/international inquires via Ellucian RECRUIT CRM
- Manage list purchase and list rental, e.g., GRE, NAAHP, in alignment with strategic enrollment needs
- Manage enrollment recruitment advertising (print and online) and oversee ad placement;
- Oversee the creation of recruitment and enrollment collateral; Write and edit direct-mail letters, flyers, and brochures; oversee creation and production of the view book
- Work with external partners (freelance designer, print/mail house, etc) to facilitate execution of collateral and marketing plans
- Work with internal partners (e.g., Office of Strategic Communications) on content and video production as needed
- Develop and maintain recruitment-related web and social media interfaces for promoting enrollment, including: Facebook; Twitter; Instagram, and similar resources. (15%)
- Maintain and update admissions web pages
- Develop and implement recruitment-related social media strategies to drive engagement with prospective students
- Collaborate with the Office of Strategic Communications on social media techniques and channels that serve to recruit students and maintain the IHP brand
- Oversee and coordinate recruitment-related support for in-person and webinar open houses and external recruitment events. (15%)
- Promote and oversee webinars, update slide decks as needed
- Oversee banner, tablecloth, and giveaway production/creation
- Coordinate with Admissions to book conference space for post-professional events
- Administrative and analytic responsibilities include (10%):
- Collaborate with Associate Director of Enrollment Marketing to ensure seamless integration on digital and print marketing strategies
- Create and maintain reports necessary to track the performance of campaigns and marketing efforts
- Monitor spending in line with allocated budget for enrollment marketing activities
- Back-up coverage/support for Associate Director of Enrollment Marketing during absences or busy periods
- Other responsibilities and projects as assigned by Director of Admissions
Fiscal / Budget Responsibility
Monitor marketing budget activity, e.g., for list purchase, ads, etc.
Working Conditions
Work is performed under stress of deadlines and peak periods of activity. Fast-paced office environment. Some evening and weekend hours may be necessary. Some travel may be necessary.
Training / Time Required to Learn Job Responsibilities
Initial training to school, programs, and office procedures will be required, approximately 1-3 months.
Qualifications
Education & Experience Qualifications Bachelor's degree with a minimum of 5 years marketing experience. Strong writing and project management skills. Knowledge of web 2.0 strategies and social media essential. Knowledge of higher education desired.
Skills / Abilities / Competencies Required
Administrative Skills- Excellent communication, management, and interpersonal skills; customer-oriented. Ability to handle multiple projects tasks. Strong organizational skills.
Technical Skills- Strong writer with proven project management skills. Strong knowledge of word, excel, PowerPoint, a wide range of social media platforms, as well as e-marketing and social media best practices and strategies.
EEO Statement
The MGH Institute of Health Professions is an equal opportunity employer and is committed to enhancing the diversity of its faculty and staff. We welcome nominations and applications from individuals who would bring diversity of experience, thought and practice to the Institute's research, teaching and clinical missions. Applications from protected veterans and individuals with disabilities are strongly encouraged.Partners Healthcare System Inc. is acting as an Employment Agency in relation to this vacancy. |
