VICE PRESIDENT ENROLLMENT, MARKETING and COLLEGE COMMUNICATIONS POSITION SUMMARY

Transcription

1 VICE PRESIDENT ENROLLMENT, MARKETING and COLLEGE COMMUNICATIONS POSITION SUMMARY The vice president is responsible for executive leadership and overall management of the key functions of enrollment, marketing, and college communications including all admissions, strategic marketing, branding, communications, creative production, public relations, and social media programs. The vice president serves as the chief communications and public relations officer for the College and provides strategic crisis communication leadership and counsel to the President, and serves on the executive team. The vice president develops and leads a comprehensive communications and marketing program that supports the mission and vision of the College, branding the institution as a leading national liberal arts college with a faith-based identity and promoting goodwill to all its internal and external constituencies. The overarching goals are to recruit new students to meet enrollment goals, to tell the Westmont story in ways that are both compelling and attractive and to be a leading voice in attracting friends and supporters of the mission and purpose of Westmont. The key functions include:. 1) Admissions. 2) Communications. 3) Marketing and Branding. 4) Content and Digital Production. 5) Events in coordination with OCA that further the reach and influence of Westmont. Serves on the Executive Team and reports to the President. ENROLLMENT FUNCTIONS The vice president develops and manages strategies and operational goals for the admissions office so as to achieve enrollment goals in each educational site aligned with the overall purposes of the College. Along with key members of the admissions team, the VP will provide direction and support for a comprehensive recruitment program that services prospective students from inquiry through

2 matriculation with an emphasis on increasing the conversion rate of inquiries to enrolled students in order to play a leading role in achieving the goals and aspirations of the College. In the spirit of Westmont, the enrollment activities will place a premium on being student-centered with a special focus on customer service. RECRUITMENT AND CUSTOMER SERVICE Develop core and strategic recruitment plans, leveraging regional, national, and global engagement opportunities, conferences, fairs, visitation invitations; work with faculty and alumni schedules, events, speaking engagements; capture key opportunities to increase Westmont s reach and influence at all key feeder schools, churches, ministry organizations, and many more service agencies within our primary constituent groups NEW STUDENT BUDGET MODELS Work with the VP/Finance, the Provost, and members of the executive team to build net tuition revenue goals that direct recruitment efforts in concert with budget and revenue models. Set and manage related admissions expenses and budgets for each of the on-campus and offcampus programs. PREDICTIVE ANALYTICS develop, implement and manage data metrics, dashboards, and analytics to provide key indicator models for new student enrollment; manage inquiry to matriculation rates; observe and increase yield and conversion rates and apply data to all admissions sequences and recruitment and marketing efforts; identify leading indicators within the various constituent groups; utilize demographic research market analysis of our key comparison sets for reporting, forecasting and retention. FINANCIAL AID Work with the VP/Finance and the Director of Financial Aid to set institutional financial and merit scholarship models for new students. Coordinate with the Financial Aid Office on the development of the annual plan to distribute need-based and merit-based financial aid to new students while keeping within budgetary parameters; comply with all policies set by Westmont and external governing agencies related to aid distribution. SOCIAL MEDIA MANAGEMENT capture and promote content and intellectual property using social media platforms including Facebook, Twitter, Instagram, Snapchat, YouTube, Patheos, blogs, and other social media channels and online. MARKETING AND COLLEGE COMMUNICATIONS FUNCTIONS MARKETING lead innovative communications and marketing functions; provide

3 brand marketing leadership and direction advising the board, president, provost and vice presidents, deans, faculty, and administrative managers/directors on how to market and manage the brand of Westmont its current and future academic programs, professional services and expertise offered through staff, faculty and facilities services; direct and manage the Westmont brand through every facet that interfaces with the public and establishes an impression for internal and external constituents; provide market research, use analytics and metrics to guide planning to monitor maximum investment of resources and fundraising. STRATEGIC PLANNING - Prepare communication materials on behalf of the president s office related to strategic planning, and other information related to public relations, internal communications or marketing; keep the Office of the President informed of all important information that affects Westmont and its constituents regarding the strategic planning process and outcomes CREATIVE PRODUCTION develop core promotional campaigns that promote institutional identity and ensures overall consistent and coherent portrayal of its narrative and values; create innovative design responsive to the constituencies in which Westmont operates and reflective of real-time demographics. ADVERTISING - create and implement all print, web, digital, and video promotions for the main campus and all our related off-campus programs, for our individual departments and their related activities and services, provide real-time expertise driven by market research with an eye to appropriate concept development instrumental in the placement and evaluation of results (leading indicators and return on resources). MARKETING AND ADVERTISING - Facilitate development, implementation and assessment of recruitment, marketing, and advertising schedules with the various programs and departments with the intention of communicating the breadth and opportunities that exist in each of our degree programs; develop and promote the best narrative to grow and extend Westmont s reach and influence. PUBLIC RELATIONS- oversee the publicity functions and relationships with the media, serve as spokesperson when needed; identify opportunities to partner with local, national, and international communities for goodwill gestures and sharing of resources PUBLICATIONS/CONTENT MEDIA responsible for the distribution and management of Westmont s key publications and content production including Westmont Magazine.

4 COMMUNITY RELATIONS - develop and maintain outreach and service programs that extend the reach and influence of Westmont to various government and public support agencies, enhance local, regional, national, international community service groups; manage healthy relationships with the City of Santa Barbara. INTERNAL COMMUNICATIONS promote and manage Westmont s communication with its internal audiences current students, employees, alumni, board of trustees; seeking to inspire the community to support the school s mission and vision; inform all groups about newsworthy activities and accomplishments using internal communications platforms and mediums; plan employee events and training programs with Human Resources to inspire and attain employee buy-in for all brand marketing activities EVENTS work with Advancement in the planning and coordination of all college events that showcase Westmont s reach and influence so as to generate a positive impression that promotes broad buy-in and support from the various constituent groups who will support and advance the mission of Westmont. CRISIS MANAGEMENT - serve as facilitator, spokesperson and advisor for a crisis management plan that trains the president and members of the executive team, board of trustees and other campus leaders on how to respond, relate, manage and speak to the public and media in a crisis moment. Work in tandem with the Situation Readiness and Response Team (SRRT) to orchestrate and implement a well-rehearsed communications action plan OFFICE OF THE PRESIDENT COMMUNICATIONS keep the President informed and apprised of all important news and information, public affairs, and legislative concerns that impact Westmont. Inform the president of activities in the domain of higher education- trends, demographics and practices that will have an impact on all strategic initiatives. Keep the president informed of all political influences that have an impact on education. Serve as his primary go-toperson for all action needed. GUEST RELATIONS create a culture of integrity, care and respect for an overall culture of customer service through all of our exchanges with prospective students; develop the mechanisms for proper and positive exchanges via online, phone, in-person and telemarketing, tours, virtual exchanges, campus visits, and more; develop survey and feedback tools and metrics to track customer satisfaction and experience of services EVENTS Work with Advancement in the planning of events, programs, institutes and centers that can serve as entry points attracting students and donors to

5 Westmont. Create experiential opportunities and engagement events that strengthen the reach and influence of Westmont. ADMINISTRATIVE MANAGEMENT Hire, train, and manage new executive and director level staff as needed Coach, mentor, and cultivate the team s performance while creating opportunities for succession talent Direct and oversee divisional reports, operational expenses and budgets projections and proposals; predictive analytics; leading indicators; year-end reports, quarterly Board of Trustees presentations and reports Conduct annual performance evaluations for direct reports Facilitate and manage the divisional budgets with direct reports Operationalize the college s strategic planning efforts within division Lead internal communications efforts in coordination with Human Resources Direct and manage a crisis communications plan in coordination with Situation Readiness and Response Team (SRRT). QUALIFICATIONS: Minimum of an MA in a related field; 20 years-experience in enrollment and marketing and a proven track record in Christian higher education ; proactive problem solver with a reputation as a results-oriented colleague & team player with a willingness to work until the job is done; Expectations for workplace demeanor include but are not limited to: personal affirmation of and complete commitment to the Christian mission of Westmont College and the Community Life Statement and adherence to behavioral expectations; working collaboratively and harmoniously with faculty and staff colleagues by sharing ideas and resources willingly, constructively and positively; listening to and objectively and respectfully considering the ideas and perspectives of others; readily admitting and correcting personal mistakes; meeting commitments; keeping your supervisor and others who may be affected informed about work progress, addressing problems willingly and constructively to discover practical and lasting solutions acceptable to all parties; working promptly toward reconciliation and forgiveness during conflict; respecting the diversity of our community in words and deeds.

6 Salary commensurate with experience and expertise Please direct all inquiries to: or The President s Office, Westmont College, 955 La Paz Road, Santa Barbara, CA Application available at Employment Application. Position open until filled. 9/17