POSITION SUMMARY
The Enrollment Marketing Specialist will develop and implement marketing, advertising, and email outreach activities and initiatives for the New York Film Academy with a focus on enrollment efforts and the enrollment cycle, and also serve as the project coordinator for Marketing, Design, and Web projects and requests. This role will contribute to and collaborate on enrollment marketing research, carrying out promotional initiatives, identify target audiences, and evaluate current trends.
The Enrollment Marketing Specialist must have a solid understanding of the Higher Ed prospective student journey and how to develop communications and content to engage with this audience from interest through to enrollment. Communications and content may include email campaigns, website content, text messages, ads, social media posts, recruitment materials, brochure content development, direct mail, billboards & signage, college fair materials, college guide profiles, blog posts / articles, press releases, sponsorships, CRM engagement, and other written or visual content and communications meant to engage with relevant target audiences. Understanding of the college Enrollment Cycle and decision-making processes and timeframes of prospective students is required.
Enrollment marketing experience and prior experience working in marketing, communications, or admissions for Higher Education is preferred.
The Enrollment Marketing Specialist position is a full-time role within the Marketing Department on the New York City campus reporting directly to the Advertising Strategist with general oversight from the Senior Director of Marketing. This is a hybrid role with the requirement to be in-person on campus 1-2 days a week to capture content and collaborate with teammates.
Additional in-person days may be expected based on the schedule of events and activities (with advanced notice).
REPRESENTATIVE RESPONSIBILITIES: The following responsibilities are general duties that a particular employee in this position may or may not be required to perform. The day-to-day duties required of this position may vary
Enrollment Marketing Duties:
- Solid understanding of the Higher Ed prospective student journey and how to develop communication and content to engage with this audience from interest through to enrollment. Understanding of the college Enrollment Cycle and decision-making processes and timeframes of prospective students.
- Manage the execution of cohesive marketing strategies and projects across multiple marketing channels, both online and offline.
- Develop communications and content to engage with prospective student audiences from interest through to enrollment. Communications and content may include (but is not limited to) email campaigns, website content, text messages, ads, social media posts, recruitment materials, brochure content development, direct mail, billboards & signage, college fair materials, college guide profiles, blog posts / articles, press releases, sponsorships, CRM engagement, and other written or visual content and communications meant to engage with targeted audiences.
- Support special projects and new initiatives as assigned.
- Coordinate efforts with internal teams: marketing, enrollment, web, and design, and external partners, and sponsored events.
- Contributes to and measures the effectiveness of the marketing and communication strategies for prospective students.
- Develops and coordinates content for the prospective-student-facing web pages. This includes regularly reviewing and collaborating on photography, video, text, and forms.
- Coordinates and supports digital advertising campaigns, working with Marketing and Enrollment teams.
- Writes copy and coordinates design and production of online and offline collateral and recruitment materials designed to attract prospective students to visit, apply, and enroll.
- Develops targeted email campaigns that reach the right audience segments and highlight the college's unique selling points, academic programs, student life, and other attributes:
- Craft compelling email content with visually appealing design, incorporating strong calls to action that encourage recipients to learn more and apply;
- Builds, edits, and tests email templates in Salesforce Marketing Cloud / Pardot, TargetX Email Builder, and iContact or similar email systems;
- Analyzes email campaign performance to track open rates, click-through rates, and conversion rates to identify what resonates with potential students and refine future campaigns;
- Aggregates email recipient lists using logic and strategy to build appropriate recipient lists for each email communication with consideration of criteria that may include graduation year, student status, program of interest, campus of interest, potential start date, and other factors
- Contributes to and assists in the management of digital advertising for recruitment to help attract a qualified pool of prospective students:
- Assists in the development of digital advertising campaigns across various platforms like search engines, social media, and display networks;
- Targets the right audiences by utilizing demographics, geographic, and interest-based targeting options to reach students most likely to be interested in the College;
- Creates compelling ad copy and visuals and on-target messaging;
- Assists supervisor in campaign performance analysis using available data. This data is used to refine targeting, adjust messaging, and improve future campaigns;
- Remains current with the latest digital advertising trends and technologies
Writing and Content Creation Duties:
- Write and create communications and content to engage with prospective student audiences from interest through to enrollment. Communications and content may include (but is not limited to) email campaigns, website content, text messages, ads, social media posts, recruitment materials, brochure content development, direct mail, billboards & signage, college fair materials, college guide profiles, blog posts / articles, press releases, sponsorships, CRM engagement, and other written or visual content and communications meant to engage with targeted audiences.
- Write and/or edit articles, press releases, college descriptions, college profiles, alumni stories, and text for recruitment emails and materials
- Writes copy and coordinates design and production of online and offline collateral and recruitment materials designed to attract prospective students to visit, apply, and enroll.
Project Coordination Duties:
- Coordinate projects through project management system, currently Asana.
- Liaise with staff and faculty to coordinate marketing and enrollment-related projects and efforts and follow up as needed.
- Traffic information/updates on projects and initiatives between the marketing department team members.
- Collaborate on and assist with press release distribution & media monitoring.
- Assist with location and online event coordination and post-event coordination.
- Organize and digitally file Media Releases for students, alumni, and guest speakers as needed for marketing purposes.
- Organize and file video and photography related to marketing content, and alumni and guest speaker content.
- Assist with general marketing tasks.
- Other duties as assigned by the Senior Director of Marketing, or senior management.
