Time to Change Wales is the first all Wales, comprehensive campaign to challenge the stigma associated with mental illness, and discrimination faced

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1 Time to Change Wales is the first all Wales, comprehensive campaign to challenge the stigma associated with mental illness, and discrimination faced by people with mental health problems and their families. The campaign is run by a partnership between two leading mental health charities: Hafal and Mind Cymru, and funded for three years ( ) by Comic Relief and Welsh Government. TTCW Marketing and Communications Officer Page 1 of 6

2 Amser Newid Cymru / Time to Change Wales Job title: Reporting to: Responsible to: Hours: Marketing and Communications Officer Campaign and Strategy Lead Time to Change Wales Programme Manager 28 hours per week (4 days per week) Length of contract: 31 August 2019 Salary: Holidays: Based at: Grade C 25 days annual leave pro rata Mind Cymru central office in Cardiff. Purpose of job As Time to Change Wales enters its third phase, there is a need to take the movement into a new direction and reach those individuals and groups in Wales which have not previously engaged with the movement. Phase three will see Time to Change Wales shifting their focus to targeting specific groups in society by commissioning high-quality marketing and engagement content which resonate at national and local levels. Working closely with the Campaign and Strategy Lead and Digital Engagement Officer, the Marketing Officer within the Time to Change Team the primary role purpose will be: To deliver day-to-day marketing activity for the programme focussing specifically on new target audiences in line with overall TTCW Marketing strategy and programme objectives. To contribute towards a high quality and high-profile campaign in Wales in terms of positioning and messaging including within programme communications, PR, marketing and communication. To work closely with the Campaign and Strategy Lead and with the Digital Engagement Officer to ensure a fully integrated approach to communication across multiple online and offline channels. To enhance user experience and engagement with the campaign through compelling marketing collateral. TTCW Marketing and Communications Officer Page 2 of 6

3 Key Responsibilities and Expectations of the role will be to: The post holder, working with the Campaign and Strategy Lead, will devise and deliver all marketing activity relating to Time to Change Wales, including ensuring consistency of communications and use of key messages within the programme. They will implement the programme-wide communications strategy (which will treat Welsh and English languages equally), including an annual communications plan, newsletters and publications. They will support the brand development for the programme of Time to Change in Wales, ensuring guidelines for branding and development reflect the context in Wales. They will organise programme-wide marketing activity including the design and distribution of publicity materials. Mind aims to ensure that the needs and interests of mental health service users and carers, women, Black and Minority Ethnic communities, disabled people, lesbians, gay men, bisexuals, and people of all ages are reflected in all its activities. The Programme Manager is expected to contribute to this aim, supporting colleagues to meet our equalities objectives. Mind Cymru has a Welsh Language Scheme, which needs to be taken into account in all our work and fully implemented in relation to the Time to Change Wales programme. Key responsibilities 1. Work with the Campaign and Strategy Lead in developing a fully integrated and bi-lingual marketing and communications plan, in consultation with programme partners, 2. Co-ordinate and deliver a range of media and communications activity to agreed milestones, to raise the profile of the Time to Change Wales programme and all its strands. 3. Prepare and project manage the publication and distribution of compelling and cutting-edge Time to Change Wales marketing materials in line with the programme strategy. 4. Devise and organise a calendar of marketing events and interventions all of which contribute to raising the profile of the Time to Change Wales brand in Wales. 5. Working with the Campaign and Strategy Lead and the Digital Engagement Officer, devise compelling bi-lingual marketing campaigns for online and offline platforms. 6. Build relationships with senior media representatives and develop their support for the Social Marketing campaign and the overall outcomes of Time to Change Wales 7. Develop cost effective bi-lingual marketing solutions, through the effective use of all available online communications channels and tools, keeping abreast of latest developments 8. Write, edit and proofread marketing materials for use across multiple platforms TTCW Marketing and Communications Officer Page 3 of 6

4 9. Coordinate and manage relationships with external agencies to produce the highest quality marketing materials which fulfil the strategic brief. 10. Develop, roll out and monitor marketing tools across the programme, and measure against agreed key performance indicators 11. Support the Campaign and Strategy Lead to deliver internal programme communications to ensure that individual projects and strands and the Stakeholder group and activists network are kept up to date with developments within the programme, 12. Work closely with staff across the programme and within the partner organisations to ensure that marketing work is co-ordinated to deliver maximum impact, including media activity, communications with key stakeholders and celebrity engagement 13. Contribute to the programme s management reports and compile statistical data against key performance indicators, monitoring evaluating and reporting on marketing activity and engagement. 14. Forecast and track the allocated budget for programme marketing and communications 15. Any other duties within the overall scope of the job as may be determined from time to time Expectations The post holder is expected: 1. To contribute towards the overall mission of reaching an inclusive Wales where people s lives are not limited by mental health stigma and discrimination. 2. To operate in a partnership environment, ensuring that the needs of the programme across the different partners are considered at all times. 3. To ensure that all responsibilities and activities discharged within this post are consistent with the terms and spirit of Mind s Equal Opportunities Policy, upholding the values of Mind and be a champion for Mind Cymru and Time to Change Wales at all times. 4. The post will be based in Mind Cymru offices in Cardiff but the post holder will occasionally be expected to travel outside of Cardiff. 5. The post holder is expected to attend and contribute to the supervision and appraisal process as well as team meetings as required. 6. The nature of the post will require flexibility in the role and to undertake any other duties that are within the context and grade of this post. TTCW Marketing and Communications Officer Page 4 of 6

5 7. To develop positive relationships with key stakeholders including Champions, Employers, and supplier agencies. 8. To contribute to working towards making Mind a greener workplace. 9. To attend and contribute to staff training as required. 10. To contribute to a positive and supportive working environment. 11. To support and contribute to our overall aim of user/survivor participation, including within Mind and to be committed to working alongside users/survivors, as colleagues, (paid & unpaid) experts and campaigners. Person specification: Marketing and Communications Officer Essential criteria Experience 1. Experience of working in a marketing and communications role, preferably within the third sector 2. Proven success and experience in delivering fully integrated marketing content, across a range of outlets and adaptable to a wide range of diverse audiences. 3. Demonstrable experience in creating and delivering effective programme communications. 4. Experience of working with external creative agencies to develop high-quality campaign materials and visuals. 5. Experience of maintaining strong relationships with the media, including handling enquiries, researching and writing press releases often under tight timescales. Skills & Ability 1. Good project management skills, ability to work proactively using own initiative, prioritise work and meet deadlines with well-developed time management skills as the role demands. 2. Proven ability to write and edit highly engaging copy for different audiences and to proof read to an excellent standard. 3. Proven ability to provide creative, editorial and operational support to key projects 4. Excellent interpersonal skills both written and face to face with a wide range of people that may have different beliefs or agendas. 5. Excellent computer skills (Microsoft office, web, power point) and analytical tools to measure impact of marketing activities. TTCW Marketing and Communications Officer Page 5 of 6

6 6. Ability to ensure that communications for Time to Change Wales programme are maximised through both Welsh and English language channels. Knowledge & Understanding 1. Sound knowledge of branding principles and guidelines. 2. An in-depth knowledge of how marketing works in supporting brand awareness. 3. Working knowledge of website and intranet/extranet development and management. 4. Willingness and ability to travel and have occasional overnight stays in Wales and elsewhere in the UK. 5. Empathy with Mind s aims and values, including an understanding of and commitment to Mind s equal opportunity policy. Attitudes 1. A positive and non-judgemental attitude towards all people. 2. A self-starter, motivated and able to prioritise and deliver on work objectives but who is also able to take direction. Desirable criteria 1. Ability to communicate through the Welsh language 2. Direct or indirect experience of mental distress. 3. Understanding of the third sector 4. Knowledge and understanding of mental health issues and mental health policy in Wales 5. Knowledge of the impact of stigma and discrimination. 6. An understanding of national mental health voluntary organisations and their networks, or similar structures within the voluntary sector. TTCW Marketing and Communications Officer Page 6 of 6