Communications Analyst

Prince William County Government - Manassas, VA3.8

The Prince William County Department of Parks, Recreation & Tourism (DPRT) is a municipal agency with a $40 million annual expenditure budget. We are a highly visible public-facing department within the government of Prince William County, Virginia. Prince William County is a community of over 460,000 residents located in the Washington National Capitol Region.
DPRT provides a broad range of recreation and leisure services and amenities to meet the changing needs of the County's growing and diverse population. The Department manages more than 4,000 acres of parkland and recreational facilities including more than 50 parks, two water parks, two fitness & aquatic centers, two community centers, four outdoor pools, three 18-hole golf courses, two marinas, nearly 200 athletic fields, 15 historic sites, and over 50 miles of trails, greenways and blueways.

The Department offers a broad range of fee-for-service programming through which it aims to generate more than $13.7 million in revenue annually. The Department's Communication Services Division (CSD) is an in-house marketing and communications team that provides for the entire Department with a principal emphasis on driving program participation and revenue growth.

The Department is seeking applicants for a Communication Analyst to join the Communications Services Division. The individual selected for this position will occupy a key role within a high-performing team that presently includes two Graphic Designers, two Senior Communication Specialists , a Web Developer, and a Division Chief who leads the group's workplan.

This position will hold primary responsibility for two critical aspects of the Communication Services Division's workplan: (1) advertising program management; and (2) quarterly program guide (magazine) creation.
Advertising program management. The Communication Analyst will help develop, and be principally responsible for the execution of, the paid media strategy that supports the majority of the agency's revenue-generating programs. This will include selecting appropriate advertising channels, monitoring the performance of the division's paid media campaigns, and working continuously to maximize the effectiveness and minimize the cost of the department's advertising activities. The Communication Analyst will be required to generate on-demand reports summarizing current advertising expenditures and measures across channels and campaigns. The ability to produce ad graphics according to house and County-wide brand standards when called upon to do so is required. Competitive candidates will have demonstrated experience creating ads for and executing media buys on platform such as Facebook Ads, Google Ads (formerly adwords) as well as experience in print advertising and ad retargeting.
Quarterly program guide creation. The Prince William County Department of Parks, Recreation & Tourism produces a magazine-style program guide quarterly (Leisure Magazine three times annually and a Camp Guide once annually). The Communication Analyst will hold primary responsibility for the development of these publications from collection of program information from facility staff through production. These catalogs include nearly every programming offering available from the department, so organization and attention to detail are a must. Though supported in the creation of these publications by the division's graphic designers, the Communication Analyst will execute the production design for these magazines, including the organization and layout (in table format) of the course offerings displayed within, within the parameters of our house style guide. Competitive candidates will have experience creating publications of similar scope along with proficiency in Adobe InDesign.

The starting salary for this position will be between $45,825.00 - $61,795.50 annually.

The Department of Parks and Recreation conducts DMV record checks on all licensed employees and criminal background checks on all hires age 18 years and older. Fingerprinting may be required.

Related Fields: Ad Retargeting, Advertising, Desktop Publisher, Digital Strategist, Excel, Facebook Ads, Google Ads, Google Adwords, Graphic Design, InDesign, Marketing, Marketing Analyst, Marketing Coordinator, Marketing Researcher, Marketing Strategist, Media Buyer, Production Artist, Publication Layout.

General Definition of Work, Typical tasks, Knowledge, Skills and Abilities
The statements in this class specification are intended to describe the general nature and level of work being performed by incumbent(s) assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified.

Performs responsible professional work creating, selecting, developing, and distributing a variety of material in order to accomplish the mission and purpose of one or more types of public-relations efforts and programs such as dissemination of facts and information, promotion of goodwill, creation of favorable public image, developing credibility to the public.

Work is performed under general supervision of department director or designee.

This position classification is characterized by the performance of duties within a designated County department; or entry-level in the County's central Communications Office producing content for web, social media and print communiciations including written content, photography and video. Some specific tasks may refer to a specific department's responsibilities.

Plans and implements the public relations programs designed to create and maintain favorable public image for a specific department, may include assisting the implementation of public relations and marketing programs;
Plans, develops and disseminates information designed to keep public informed of a department's program, accomplishments, concerns, goals, activities and foster allies to support and disseminate a County's positive image;
Arranges for public relations efforts to meet needs, objectives, and policies of a department; liaise with appropriate internal and external personnel;
Prepares, writes, designs, distributes, or (assists in the creation, production, and release of) fact sheets, news releases, newsletters, brochures, flyers, periodicals, procedures manuals, and other media of communication such as photographs, scripts, tape recordings, videotapes to media representatives, interest groups, and general public related to a specific department;
Participates in public contact programs designed to meet specific departmental goals and objectives and in planning and implementing an annual departmental communication plan;
Purchases advertising space and time as required and maintains a calendar for planned advertising and events;
Arranges for and conducts public-contact programs designed to meet a department's objectives, programs, activities;
Promotes good will through publicity efforts such as speeches, exhibits, tours and question/answer encounters by phone, in person, or in writing;
Represents, a department during community projects and at public, social, and business gatherings;
Researches data and recommends for implementation in order to enhance public relation efforts and programs and monitors a variety of news sources to keep abreast of the media environments;
Provides technical guidance, interpretation, discussion to interest groups and general public concerning policies, procedures, rules regulations, standards, codes, ordinances applicable and appropriate to a department;
Promotes business locations and expansions;
Assists in the maintenance of commercial real estate database.

General knowledge of the principles, objectives, techniques and methods of public relations to include, dissemination of information, promotion of good will, creating favorable public image, developing credibility to the public; general knowledge of standard office equipment including personal computers and applicable software; thorough knowledge of Microsoft Office Suite; thorough knowledge of English usage, journalistic style and proofreading; general knowledge of public administration principles, techniques, methods, goals and objectives; general knowledge of functions, operations, and administration of a specific agency, department or segment of organization as required by the position; thorough direct or related skill in field/discipline required by agency, department or segment of organization in accomplishing its goals; ability and skill in meeting deadlines; some knowledge of the principles, practices and standards of creating newsletters with the understanding of applicable laws and best practices; ability to create email newsletters; ability to work productively in a team oriented environment; possess strong skills in customer service; ability to establish effective working relationships with the media, officials, employees, and the general public; ability to communicate effectively both orally and in writing.

Education and Experience
Any combination of education and experience equivalent to Bachelor's Degree in English, Journalism, Public Administration or related field; and 1-2 years of professional public information experience related to operations of the department to which assigned.

Special Requirements
Background Checks, which may include but are not limited to: Criminal History Check, Credit History Check, Education Verification Check, License Verification Check, and/or Fingerprinting may be required as posted in the job advertisement.