PURPOSE OF THE JOB

The Fundraising and Marketing Directorate enables the Academy to take an integrated approach to addressing its key priorities: education marketing and the New Build project.

Education Marketing is vital to ensure the financial sustainability of the Academy’s Day and Residential School and College.

Our New Build project is critical for the Academy to achieve its vision of building an inspiring, inclusive and transformational environment for our Deaf learners and the wider community.

The Marketing Officer will work as a key player in:

1. Assisting the Marketing Manager in the implementation of the Academy Marketing Strategy
2. Raising the profile of Exeter Deaf Academy with a focus on engaging the community

3. Project managing specific marketing activities as agreed with the Marketing Manager
4. Developing campaigns with the Fundraising Team to recruit new supporters and volunteers

KEY RESPONSIBILITIES:

Digital marketing

1. Manage the Academy website in accordance with guidelines and content plans

2. Write keyword-rich copy for the website to maximise SEO

3. Plan, create and edit high quality content to maintain an active social media presence across a range of different social media platforms in line with current trends

4. Frequently monitor analytics to measure and improve the Academy’s digital marketing activities

5. Utilise tools such as SEO, paid search, email marketing, video content, and Google Analytics to develop the Academy’s digital strategy and raise the charity’s online profile

6. Use Deaf awareness and good judgement to respond and communicate appropriately on social media channels (training provided)

Visual content

1. Manage student media permissions and undertake stringent checks

2. Use high quality visual content for the Academy’s online and offline marketing channels that engage both Deaf and hearing audiences

3. Manage the Academy’s central bank of photography and film

4. Film and edit video accessible to a deaf and hearing audience


Press and media

1. Effectively use PR techniques to reach key audiences and build relationships with the media

2. Alongside the Marketing Manager, develop strong working relationships with key local and national media contacts including specialist Deaf and professional publications

3. Develop a good understanding of the motivations and perspectives of key Academy audiences, e.g. prospective parents and learners, professionals, fundraisers and volunteers, to instinctively know what makes a good news story

4. Write engaging and timely copy for press releases and website news stories and selecting imagery

5. Support the Marketing Manager at busy periods and independently delivering press calls, visits from TV, and Open Days

6. Keep the Academy’s media comms planner updated with scheduled marketing and PR activities


Marketing and communication

1. Assist with the production of print and digital newsletters, and the Academy prospectus

2. Work alongside the fundraising team to support with promotion for events, campaigns and partnerships
3. Maintain proof reading and strong attention to detail when working under pressure

4. Work with our partners and internal teams to develop a regular stream of stories that are promoted both internally and externally, via the press, website and our social media channels

5. Conduct research, monitoring and evaluation activities to track media, competitors and the marketing environment

6. Manage the production and print of marketing materials for target audiences, by writing copy, selecting imagery, ensuring accuracy and media permissions, and following Academy brand guidelines

7. Support the Marketing Manager to deliver student recruitment and fundraising marketing


Project management

1. Contribute to marketing plans with new ideas, initiatives or areas for improvement

2. Prepare materials for meetings and take notes as required

3. Work with the Marketing Manager to deliver processes and guidelines for all marketing, communication and branding at the Academy

4. Be relied on to effectively manage marketing activity while Marketing Manager is away

5. Write clear design briefs for agencies
6. Assist with the production and print of education and fundraising marketing materials


Event Management

1. Project manage, with the support of the Marketing Manager and Fundraising Team, the logistics of external marketing events

2. Organise and host events on behalf of the Academy, such as Open days, tours and press events

3. Represent Exeter Deaf Academy at community events, conferences and roadshows

4. Support Fundraising at events with photography, social media and promotion


Community engagement

1. Help raise awareness, establish local connections and stimulate interest in Exeter Deaf Academy

2. Participate in community events, represent the organisation at local meetings, and support relevant community-led local initiatives

3. Seek out new opportunities with key community groups to drive engagement

4. Liaise with a range of stakeholders to promote understanding both inside and outside of the Academy

General

1. Be a ‘brand guardian’ to ensure consistency across all of the Academy’s internal and external communications

2. Ensure marketing communications provides equal access for both Deaf and hearing audiences

3. Book interpreters as and when required

4. To contribute to any other aspects of Marketing Management as required

5. To attend relevant internal and external meetings as required.

6. To participate in annual performance appraisals and undertake relevant staff development.

7. Present a professional and positive image of the Academy at all times
8. To be responsible for the health and safety of self and others.

9. To be responsible for promoting and safeguarding the welfare of children and young adults responsible for (or come into contact with) in accordance with the Academy’s Child Protection Policy & Procedures

10. To carry out any other appropriate duties requested by the Marketing Manager.


The above list is indicative and not exhaustive. The Marketing Assistant is expected to carry out all such additional duties as are reasonably commensurate with the role.

I accept this job description as a definition of the key responsibilities and duties of the post of Marketing Assistant.

I appreciate that the above list is not indicative and exhaustive and that additional duties as reasonably commensurate with the role may be required of me.

Signed…
Date…
Print name…

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Person specification: Marketing Officer (digital)

  • Criteria Essential Desirable
  • Knowledge and qualifications
  • Minimum of 1 year experience in a marketing/community engagement role
  • A degree or professional qualification in a marketing-related discipline
  • Competence in digital marketing, social media and web analytics
  • Proven knowledge of current marketing techniques and principles
  • Willingness to study towards British Sign language (BSL) level 1
  • Knowledge of market research techniques
  • Knowledge of brand development principles
  • Basic understanding of graphic design packages – particularly
  • InDesign/Adobe Photoshop
  • An understanding of the requirements of the Data Protection Act
  • Knowledge of relevant marketing legislation and codes of practice
  • An understanding of how Equality and Diversity can have a positive impact on a business and its stakeholders
  • Skills and abilities
  • Highly competent in writing copy for the web
  • Proven ability for writing effective press releases and editorial
  • Able to produce, edit and subtitle video
  • Confident in using photography
  • Proven verbal and written communication skills with the ability to tailor the message to the audience
  • Excellent written grammar and proofreading skills
  • Able to plan and prioritise workloads to meet deadlines
  • Good administrative skills and a high degree of accuracy
  • Ability to handle confidential information
  • Good numeracy and analytical skills
  • Good inter-personal skills and to develop relationships with a range of audiences both within and outside of the Academy
  • Ability to operate effectively as part of a busy team
  • Ability to communicate clearly and confidently with key internal and external stakeholders
  • Ability to use own initiative and problem-solve
  • Attention to detail with strong organisational skills
  • Enthusiastic, creative and solution focused approach to projects
  • A willingness to work outside normal working hours
  • An understanding of and empathy with the mission of Exeter Deaf Academy
  • Ability to form and maintain appropriate relationships and personal boundaries with children and young people
  • Experience
  • Experience of working within PR and marketing, whether as a stand-alone role or as part of a larger Marketing remit
  • Experience of working with Deaf people and/or with students with special educational needs
  • Proven experience of establishing and maintaining positive relationships with internal and external stakeholders
  • Experience of working in a marketing communications environment
  • Experience of working in a busy department balancing multiple tasks
  • Experience of project management / event planning
  • Used to working under their own initiative and taking ownership of tasks

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