The duties include, but are not limited to:
PROGRAM CONTENT DEVELOPMENT: Design and develop compelling recruitment materials, including brochures, flyers, and digital content, that effectively communicate the excellence and value of the graduate programs within the Graduate School (TGS) to attract prospective students. Create engaging multimedia resources such as videos, podcasts, virtual tours, and interactive FAQ's to showcase the program's strengths and unique features. Create generalized materials that highlight areas of collaboration and the interdisciplinary nature of all graduate programs at AU. Work with marketing staff in the individual colleges to support their content needs. Develop innovative and distinct messaging with a unified voice across all programs that will generate traffic, engage visitors, and convert leads to applications. Update and maintain content across different platforms to ensure information remains accurate and relevant. Work with faculty and program directors to develop content that aligns with academic objectives. Review and update existing content to reflect current industry trends and best practices. Conduct thorough research to stay informed about competitor programs and incorporate new knowledge into the recruitment content. Collaborate with the Graduate Student Recruitment Coordinator in creating multimedia content for TGS recruitment efforts, including scripts, graphics, and flyers. Offer content development support for recruitment events, workshops, and program-specific initiatives.
TARGETED CAMPAIGN IMPLEMENTATION: Develop targeted outreach campaigns to reach potential students through various channels, including email, social media, and online advertising, aimed at engaging prospective students and increasing program enrollment. Create personalized content for different segments of the prospective student population, such as recent graduates, working professionals, and international students. Monitor and analyze the effectiveness of recruitment campaigns, making adjustments as needed to improve engagement and conversion rates. Utilize metrics from email campaigns to refine targeting and improve conversion rates. Coordinate with the TGS admissions team to align campaign strategies with recruitment goals. Identify new marketing opportunities to engage prospective students both through paid and non-paid digital platforms. Use creative thinking and innovative approaches to drive organic lead generation, such as developing referral programs, loyalty campaigns, etc.
CROSS-DEPARTMENTAL COLLABORATION: Serve as a liaison between TGS, academic programs, AU Online, and other relevant departments to align content development with program goals and updates. Participate in content planning meetings with faculty, program directors, and the admissions team to identify communication needs and goals. Partner with other university departments to highlight interdisciplinary programs and unique educational offerings. Work with the AU Online AVP for Strategic Marketing to align content with broader marketing strategies.
DATA-DRIVEN CONTENT OPTIMIZATION: Develop an understanding of prospective student audiences and optimal messaging tone through marketing research. Collect and analyze feedback from prospective students, current students, and other stakeholders to identify areas for improvement in recruitment content. Participate in the continuous evaluation and enhancement of recruitment strategies and materials. Implement changes based on feedback and evaluation results to improve the overall effectiveness of recruitment efforts. Track and analyze metrics to evaluate the success of email campaigns, social media content, and other communication efforts. Assist with surveys, focus groups, and other research initiatives to improve future marketing strategies and campaigns. Utilize insights from web analytics and campaign data to optimize program narratives and drive program visibility.
SOCIAL MEDIA AND CONTENT CURATION: Collaborate with Web Developer to coordinate and execute social media strategies for prospective students. Curate and create content for social media that aligns with TGS' communication strategy, including promoting recruitment events. Monitor social media trends and recommend strategies for increasing outreach and engagement. Collaborate with Communications and Marketing (C&M) to ensure all social media content aligns with AU's standards and guidelines.
SUPPORT TGS-WIDE EVENTS: Collaborate with the Recruitment team to prepare materials for recruitment fairs and attend recruitment events on behalf of TGS. Assists as needed with all TGS-wide events (Graduate Research Day, Welcome Back Reception, Scientific Integrity Ceremony, etc.).
OTHER DUTIES: Perform other duties assigned.
