VAA Customer Capacity Building Programme Specification for marketing communications programme management
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- Jeffrey Holmes
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1 VAA Customer Capacity Building Programme Specification for marketing communications programme management Background The CVAA/DfE has awarded two major capacity building grants to a consortium of voluntary adoption agencies (administered by Barnardo s project co-ordination) to address two major streams of work to anticipate and shape market reform in adoption in coming years. The Workforce Capacity theme is convened by Lynn Charlton, CEO of After Adoption and will address the shape, effectiveness and skills requirements of the dispersed sector. The Customer Capacity theme is convened by Carol Homden, CEO of Coram who is also the Chair of the National Recruitment Forum, a sub-group of the Adoption Leadership board. This brief describes the specific work required to refine and articulate the discrete work packages identified in the Adoption Customer Capacity programme which has eight stages: 1. Customer trends literature review and research scoping by Kairika Karsna (completed) 2. VAA lost customer market research by Coram Research and Policy team (in progress) 3. Digital Listening undertaken by First4Adoption (in progress) 4. Lifestyle trends insight (completed with Future Foundation), Customer Service position (mystery shopper) and training by First4Adoption (in progress) 5. VAA market position development and marketing communications strategy 6. Co-production process for customer experience and position testing with Adoption UK 7. Marketing communications delivery (deployment) 8. Delivery programme for all VAAs.
2 This specification relates to item 7 being commissioned to implement the marketing communications programme developed by the specialist advisers in item 5 and refined if/as required under item 6. Activity is informed by the insight achieved in the Discover phase of the innovation programme in 1 to 4. It has been determined by the Strategic Management Group that wherever possible capacity within the VAA sector will be enhanced and built and a preferred provider approach is being used. This minimises sector learning time, prevents duplication whilst enabling access to insight and expertise from engaged collaborators. It is therefore proposed to approach the Marketing Communications Delivery be offered as a secondment/deployment opportunity to individuals currently working in the VAA sector against specific criteria. The aim is to enable and support VAA sector capacity to capitalise upon and mobilise strategic positioning to increase market share and will function to support the internal communications of the programme (across workforce and recruitment themes) as well as act as Head of Marketing and Communications for the Deliver implementation phase. The individual will be interviewed by a panel from the SCB and will report to the Theme Lead. The programme will be supported additional specialist producers subject to programme commissioning and agreed plans. The need The Customer Capacity Programme defines four key tasks in the marketing communications aspect of delivery of sector capacity development: Maximising engagement of the VAA network to ensure readiness to act and active participation in the programme throughout all stages; and Project management of the marketing communications delivery including media tools and activity to increase visibility and understanding of the VAA sector; and Production of the enabling tools and approaches, training and network coordination to mobilise agencies in implementing the positioning and Supporting the theme lead in the commissioning of the national moment to secure capacity and sustainability for the future.
3 This requires a specialist communications and marketing professional with extensive senior level experience in national as well as existing advanced knowledge of the adoption sector and issues relating to adoption and adopted children. This role is therefore offered on a 2-3 days flexible basis based at the Coram Campus in London on at least 1-2 days pw. There will be close liaison needed with Lynn Charlton as Theme Lead for Workforce and Annie Crombie, CEO of CVAA with scheduled attendance at the monthly Strategic Management Group meetings to a fixed timetable and availability to travel in England as necessary. The role will be offered for an initial period of 6-10 months initially to March 2016 with possible extension for a further 3 months (subject to funding and programme planning decisions). A phased start will be advantageous to participate in the planning and position development with full deployment no later than mid-september This role requires a highly experienced professional with a strong track record in consumer/agency PR and extensive knowledge of the adoption system and of the network of voluntary adoption agencies in order to mobilise the marketing communications programme in the timeframe of the national capacity building requirements. This is not a training role; it will be suitable only for a self-starter at head of function level and with direct prior experience of major projects in adoption able to act with credibility as a peer with CEOs of organisations and with prior experience across production and delivery of marketing and communications tools and brand management. It is costed at market level of 45-50k pro rata (including London Weighting). As a former professional Director of Marketing and Public Affairs in major national bodies, the Theme lead, Carol Homden will conduct the strategic marketing communications planning and provide direct supervision to the deployed professional.
4 Purpose of the Role: To lead the management and delivery of strategic communications and marketing to achieve national programme objectives Main Duties & Responsibilities: Communications and Marketing Programmes Management To deliver the communications and marketing strategy for the CVAA capacity building programme as approved by the Strategic Management Group To support the Programme Manager and theme leads on a flexible basis to meet the internal sector wide communications needs of the programme. CVAA Capacity Programme Deliverables To contribute to the generative development of market positioning and appropriate testing to ensure market sufficiency by September 2015 To develop the marketing communications plan to implement the objectives of the programme to increase CVAA market share for approval by the Programme SMG by October 2015 To develop and disseminate the positioning collateral and guidelines for agency use To work with the CVAA Project Manager to cost and manage the communications budget To develop and deliver key platform(s) for promotion of the VAAs for the future from January 2016 including media commissioning support as required CVAA Programme Support To act as lead professional in the network of agency communications and marketing teams, enabling them to build a network of appropriately informed and skilled professionals to implement the agreed plans and positioning To optimise the alignment and utilisation of National Adoption week by/for the CVAA agencies in October 2015 To support the project manager in internal programme communications across the adoption agencies to support and enhance maximum engagement Any other duties reasonably required within competence including attendance at quarterly conferences
5 Person Specification Criteria required for the role Skills & Knowledge Essential Excellent writing and editorial skills Desirable Excellent understanding of the English adoption system and of the particular nature of VAAs Expertise in devising and growing a strong brand and profile, including the delivery of a consistent brand across multiple channels Ability to build excellent working relationships with good influencing and diplomacy at CEO level Ability to meet deadlines and to prioritise competing deadlines Knowledge of how to support service users in a case study/ media context and related confidentiality and legal issues Excellent verbal and presentation skills with the ability to communicate complex ideas to a wide ranging audience
6 Strong appreciation of the sensitivities and context of the CVAA as a membership organisation and the business reality of VAAs Understanding of the requirements of national grant programmes including skills in defining, measuring and reporting on impact on market share Experience Substantial experience across a the range of communications disciplines, including media production, marketing and social media development Experience of acting as executive producer to TV and/or radio programmes Complex brand management programmes across multiple divisions including commissioning of suppliers at six figure levels Solid experience of media relations including national news, feature placement and issues based campaigns Experience of delivering campaigning/lobbying communications Demonstrable success in a relevant communications environment, ideally in both
7 voluntary sector and agency settings Demonstrable expertise in planning and project management, with the skills to engage colleagues and support at all levels Experience of offering media briefing and advice to wide range of staff including senior management and services colleagues Personal Attributes Authoritative with a friendly open manner and the ability to communicate with a wide range of stakeholders Positive, flexible and pragmatic Professional and diplomatic Able to manage complexity and to achieve change through matrix management and leadership Sound judgement and tact especially in terms of communications protocols and brand alignment
8 Commitment to adoption as a permanence outcome for children Technical and qualifications Proficient in office IT systems including Word and PowerPoint Relevant postgraduate qualification/s Degree level minimum, including high grade GCSE English Excellent proof reading and editing skills with good attention to detail Numerate with the ability to develop and manage detailed budgets and to work within tight financial constraints Understanding and user skills in social marketing and online tools including Content Management Systems Circumstances Able to travel in the UK on business and to attend quarterly overnight conferences Able to work for a minimum of 1-2 days per week in London and attend the pre-planned programme of SMG meetings
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