Position Number: FA013
Reports to: Vice President of Institutional Advancement
This position is responsible for the development and implementation of the college’s marketing strategies, marketing communications, and public relations for both internal and external stakeholders. This position will be forward thinking about integrating technology into the college’s marketing and communications efforts. Serves as Public Information Officer, the official college spokesperson with the media. Serves as Freedom of Information Act Officer (FOIA), responding to requests for public information as required by law. Serves on Campus Security and Safety Executive Committee as well as Continuity of Operation Team. Manages the Marketing Office, overseeing employees responsible for website design and maintenance, graphic design and social media as it directly supports the college’s marketing, enrollment, community relations, communications and public relations goals.
Work Tasks & Duties
| 40% | Marketing Manager Builds strategic, integrated and comprehensive multi-media communications for diverse audiences that build enrollment, organizational visibility, credibility and engagement. Develops and executes an annual marketing plan and budget aimed at contributing to the fulfillment of the college’s strategic enrollment and public relations objectives. Researches, analyzes, and appropriately uses market data and media trends to create and implement broad-based integrative marketing campaigns that impact enrollment, engagement and retention goals of the college. Develops and protects Virginia Western’s brand and image ensuring that all college communications reflect the vision, values, and mission of the College. Directs the development of assigned creative work, in keeping with the college’s marketing plan and objectives including alignment of said creative work with the intent of the college’s strategic goals, brand and image. Conceptualizes, writes, edits and oversees the production of marketing materials and advertising with an emphasis on high quality and unified branding. Coordinates professional design and photography services to faculty and staff for a wide variety of print and electronic publications. Implements a marketing metrics dashboard to include year over year trends and impact. Actively seeks media ideas and news from many sources at the college. Researches a wide variety of learning initiatives, programs, grant awards, new curriculum developments, strategic enrollment management, faculty/student/staff recognition and honors, arts and entertaining audiences including general audiences, elected officials, and key stakeholders. Develops short- and long-term plans and budgets for the college’s marketing/communications/public relations program and its activities, monitors progress, assures adherence and evaluates performance. Collaborates across the college to grow and raise awareness of Virginia Western programs and initiatives. Collaborates with the enrollment and student success team to ensure consistent branding, uniform messaging, and prioritization of marketing efforts related to perspective students. Collaborates with the Educational Foundation and the workforce solutions team on communications and marketing to increase their enrollment. Develops and ensures adherence to policies, procedures and protocols pertaining to college communications. Works with student activities to evaluate requests for campus events to ensure policy adherence. |
| 25% | Public Information Officer Holds critical responsibility for college’s overall communications with external and internal stakeholders. Serves as an active member of the Campus Security and Safety Executive Committee as well as the Continuity of Operation Planning Team, informing and assisting upper administration with public information needs in times of emergencies or crises. Acts as spokesperson for the college during such times of crises, manages crisis communication and coordinates social media responses and notifications. Follows incident command structure and works with local, regional, state and national information officers to perform public information duties. Actively participates in emergency planning training. Maintains effective relationships with the print and on-air media that lead to public awareness of the college’s many contributions to the community. Responds to media inquiries with timely, accurate and appropriate information to enhance the college’s reputation, and favorably reflects the work of Virginia Western Community College, and our students, faculty and staff. Supervises support staff in the development of external and internal communications documents. Directs the processes of preparing and distributing news releases and generating media coverage of college activities and programs. Responsible for developing, researching, writing and disseminating communications for a variety of news and public relations efforts including media releases, blogging, newsletters, magazine feature stories, social media posts, and website content for Virginia Western Community College and its programs. This position plays a key role in strategic communications that help advance Virginia Western’s mission and core values to a variety of audiences that engage with the college. Plans and manages press events such as articulation agreement signings, construction tours and donation announcements. Works with outside colleges, organizations and officials to ensure smooth ceremonies with beneficial media coverage. Represents the college at various community events as assigned. Follows national, state and local news stories and trending topics to effectively place Virginia Western achievements in the context of relevant higher education, economic development, workforce training, public policy and societal issues and thus engage wider interest. Prepares position statements and supporting documents for presentation to national, state and local elected and appointed officials regarding legislative and governmental issues affecting the college. Advises the President and Executive Team on internal communication messaging and prepares communications to effectively reach and inform faculty, staff and students. Crafts college-wide email messages, website communications and other alerts to campus community. |
| 25% | Supervisory/Management Responsibilities Leads, directs and manages the daily operations of Marketing Office, which includes graphic design, website, social media, public relations and more. Plans, develops and administers budgets for these functions. Establishes operational goals and strategies. Evaluates employee performance, schedules work activities, approves leave requests and takes corrective actions as appropriate in employee matters. Assures that the functions of the department are conducted and completed in a timely, professional manner. Website: Manages Web Team responsible for the design, re-design, maintenance and updates to the college’s flagship website as well as standalone web pages. Collaborates to effectively create and distribute emergency messages as well as college news and enrollment marketing on website. Graphic Design: Manages graphic designer responsible for projects such as brochures, posters, banners, signs, bookmarks and more for departments across campus. Works with graphic designer to produce promotional items, framed items and other materials from outside venders as they are required. Assists other departments with their promotional item needs. Coordinates schedule of output and workflow to ensure timely production of materials, accuracy of content, product quality, and adherence to budget. Social Media: Manages social media coordinator, planning use of college’s official social media accounts to disseminate information and support student enrollment. Monitors social media to identify potential opportunities and threats to the college as well as responds to questions and communicates directly with students. Public Relations: Manages staff writer to ensure accurate and compelling content about the college is disseminated to increase the reputation and profile of the college, its students, faculty, staff and programs. Monitors media mentions to identify potential opportunities for and threats to the college. |
| 5% | Governance Responsibilities Serves as facilitator and committee and team member, helping to map the college’s future through strategic planning. Participates on college committees and task groups, providing guidance and bringing a strategic and holistic marketing perspective to college activities. Serves on Administrative Faculty Senate, , Strategic Enrollment Management Team, and other governance committees and teams as assigned/requested. |
| 5% | Freedom of Information Act Officer Serves as the Virginia Freedom of Information Act (FOIA) Officer as designated by Virginia Western Community College to adhere to the Code of Virginia. Processes and responds to public FOIA requests in a timely manner as specified by law. Is trained at least annually on FOIA. Collaborates with key personnel (such as Business Office, Records Office, Virginia Community College System and State Attorney General’s Office) across campus and off campus to develop responses to inquiries. |
Last updated 08/2024
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