Brand Marketing and Communications

Responsible for planning, developing, and implementing the Brand Marketing strategies, marketing communications, and public relations activities, both external and internal.  To lead and manage the marketing and sales activities of the Brand across all its campuses and locations to position the brand optimally for growth and a superior reputation in the market.  Responsible for ensuring that marketing and sales expertise/advice is delivered to the Managing Director, Regional Managing Director, Regional Marketing Director and Principals, and guidance is given to the School Administrators Market Research & Intelligence Undertake competitor analysis, as required and communicate insights to the Regional Brand MD, Brand MD and Regional Marketing Director.  Monitor competitor activity and initiatives, and keep the Regional Brand MD, Brand MD, and Regional Marketing Director appraised Analyse market and consumer trends and incorporate information into marketing plans  Customer Experience  Customer Experience Create and share an annual NPS amongst parents and students. Monitor and assess customer satisfaction and incorporate information into marketing and sales plans/initiatives.  Identify the most critical client touchpoints to develop and improve on the client journey (advocacy, retention, decision, consideration, awareness), including but not limited to prospective students/parents, current students/parents and alumni Drive and monitor quality assurance across all client touch points and communication platforms to comply with Brand CI and Identity Developing, implementing and measuring the success of the Marketing Strategy Developing, implementing and measuring the success of Marketing Strategy, inclusive of Public Relationships (maintaining relationships with clients and improving public image) Developing Brand Identity, including but not limited to value proposition, position, typography, colour scheme, imagery/graphics imagery/graphics, brand personality, brand voice and values.  Manage the relationship and output delivery of the agencies that support the various marketing functions. Ensure that they are briefed and monitored and that post-campaign feedback is provided.  Develop campaigns based on advertising ROI analysis Develop campaign collateral (advertisements, leaflets, posters, etc) to be rolled out for the various campaigns during the year. Prepare a budget plan annually and monitor and control expenditure against it.  Manage campaign budget and associated media plans. Leads / Applications / Admissions / Leavers Develop and implement a sales strategy for the school Set sales targets as agreed with Brand MD, Regional Marketing Director, and Regional Brand MD and communicate these to Admissions staff.  Devise plans to achieve sales targets, monitor these and follow up where performance lags. Track leads identified and conversion rates. Gather information regarding students who enquire but enrol elsewhere.  Ensure applications are received and processed timeously. Manage and oversee the implementation of the SIMS sales module. Arrange for sales training of Admissions staff, as required.  Develop a sales pitch with Sales Guru, Brand Ladder and school-specific attributes. Train all staff who are conducting tours to give a sales pitch. Analyse, drive and report on leads/applications/admission conversions.  Ensure accurate recording of leavers. Analyse and report on leavers Use the lever data to incorporate marketing and sales plans and initiatives into customer satisfaction.  Plan, drive and complete accurate re-registration of existing students annually. Social Media and content creation Create and implement a social media strategy to align with business goals Set definite objectives and report on social media Return on Investment (ROI) Produce, edit, distribute and share engaging content regularly (e.g. original text, photos, videos, and news) Interact with fans and followers, reply to queries promptly, and monitor customer feedback.  Supervise social media accounts’ posts to ensure the design and brand consistency (e.g. Facebook timeline cover, profile pictures, and blog layout) Recommend and implement new initiatives to develop brand awareness, such as promotions, events, and contests.  Web analytical tools such as Google Analytics and Facebook Insights monitor and evaluate the company’s social media presence and performance. Drive the creation of blog content and PR content. Management of Promotions, Events & Collateral Make recommendations regarding collateral, source the same, and ensure timely delivery of the collateral and its distribution. Create content for Brand marketing material and sources and manage inputs from suppliers.  Oversee branding of school signage, bus branding, gazebos, etc. Plan and execute events for internal and external purposes including but not limited to teacher awards, parents’ appreciation and engagement, career days, sports days, student leadership initiatives, alumni projects and testimonials, cultural days, outdoor learning day, teacher-student swop day, art and music showcase, community service day, innovation challenge, and family fun days.  Keep event plans under budget and on schedule and maintain accurate records of all expenditures. Advertise/Promote events through multiple channels.  Develop and implement a strategy to manage and enhance alumni relations.  Report on past events, including successes and improvements to be made on similar events in the future. Analytics and Reporting Preparing the various reports to be presented to the Principals, Regional Brand MD, Brand MD and Regional Marketing Director with meticulous accuracy, including but not limited to: Leads, Leavers, Enrolments and Roll Over Reports Responsible for tracking, reporting, and analyzing the performance of marketing activities, ad-hoc analytic requests, and development/automation of regular reports.  Analyzes external and internal customer data using database queries, spreadsheet (Excel) models, web analytics tools (Adobe / Omniture), statistical analysis tools, and campaign management software tools. Communication Plan, gather content and create a monthly newsletter considering the brand ladder and target audience. Create school-specific videos with school principals to communicate developments to the target audience.  Assist in sending communication drafted by Principals to parents via SIMS/ Telegram. Relationship management: Meet with and maintain cordial and productive relations with relevant stakeholders, community newspapers, owners of estates, etc. Establish a network of relevant suppliers to provide the services necessary to meet the required quality standards.  Crisis Communication: In partnership with Group Marketing resources, develop and implement a Crisis Communication policy. Manages crises and issues that arise, appropriately and timeously escalating potentially serious problems. Manages all media requests, including social media responses as appropriate Management of Team Supervisor to Administrators with regards to client service, answering of phone and recording of leads: walk-in / telephonic Supervisor to Administrators with regards to recording and contacting of leads, lead conversion to enrolments, accuracy of data recorded regarding leads/applications/enrolments/leavers Liaise with Principals during re-registration Liaise with principals during application assessments and the leavers process.