Reports to the Associate Vice President Office of Strategic Communications, supporting the Office of University Admissions, managing the integrated marketing communication functions for recruitment across all mediums/channels including but not limited to promotional materials, digital, broadcast, out-of-home, social media, and print advertising from planning to implementation to analytics, measuring the success of each channel.
Primary activities include:
1. Researches competitive markets, demographics, trends, results, and other data related to objectives for recruitment. 2. Plans, develops, coordinates and implements marketing strategies and tactics based on NJIT's target recruitment markets, competitive positioning and industry trends. 3. Designs specific marketing approaches and spending budgets for undergraduate and graduate recruitment each fiscal year to achieve objectives outlined by the university. This includes: - Direct response marketing in traditional, digital, and social media modes; - Development of engaging program landing pages; - Development of quality web content with keywords to increase presence in search results and build the brand through exposure, driving traffic to NJIT websites; - Search engine optimization and pay per click (PPC) strategies; - Print, digital, and social media advertising; - Promoting programs in the general press, academic and practitioner societies, select feeder schools, and other venues; and - Collaborating with the Associate Director of Marketing Research and Benchmarking as well as the Director of Social and Digital Media to review web and social network analytics. 4. Works closely with Strategic Communications creative teams and administrative staff to develop strategic and tactical marketing plans for implementation. 5. Implements the NJIT uniform branding and editorial standards for all media. 6. Recommends the appropriate marketing mix for campaigns including placement positioning promotion and public relations. 7. Conducts appropriate market research and analyzes research data. 8. Explores and ensures maximum exposure via local regional and national visibility opportunities for NJIT. 9. Analyzes data and metrics to modify marketing strategies and marketing initiatives. 10. Monitors budget to ensure projects are estimated accurately.
Essential Characteristics - Customer Focused and Service Oriented - Innovative and Analytical Thinker - Flexibility to Adapt One's Approach to Changes - Ability to Prioritize and Multi-task - Project Management Skills with Attention to Detail - Meet Deadlines - Good Negotiating and Conflict Resolution Skills - Work Effectively and Collaboratively with Various Teams
- Bachelor’s degree in marketing, public relations or a related field. - Demonstrated knowledge of the processes of market research and digital benchmarking in the context of higher education programs. - A minimum of two years significant experience conducting and evaluating market research. - Demonstrated knowledge of approaches to successful integrated marketing communications planning and the role of customer relationship management systems with lead generation. - A minimum of three years significant experience actively participating in successful strategic marketing campaigns across a variety of channels including traditional, web and digital. - Demonstrated knowledge of the technological approaches to market research and digital marketing and proficiency with multiple approaches. - Strong oral and written communication skills. - Strong analytical problem-solving skills. - Experience executing social media marketing campaigns, search marketing campaigns, and other digital marketing platforms - Knowledge of CMS Systems (including Drupal) and CRM tools (SalesForce, Slate). - Knowledge of statistical analysis tools.
- Knowledge of Associated Press Style Guidelines.