Location : York, PA Job Type: Administrator, Full Time Job Number: 202400139 Division: Enrollment Management Department: Institutional & Enrollment Marketing Opening Date: 11/14/2024 Closing Date: 12/8/2024 11:59 PM Eastern Position SummaryDESCRIPTION: The Director of Enrollment Marketing is crucial in supporting undergraduate and graduate marketing, admissions, and recruitment efforts. This includes developing, managing, coordinating, and assessing various marketing communications, such as email campaigns, publications, direct mail, social media, Slate, and online digital marketing initiatives. The Director is primarily responsible for all communications throughout the enrollment process, from initial outreach to yield and enrollment. This involves creating original content for communications, acting as the main point of contact for vendors, and developing an innovative and effective marketing strategy for enrollment activities. Collaboration is key for this position. The Director works closely with the Director of Recruitment, Enrollment Technology, Graduate and Transfer Admissions, and the Director of International Admissions. The position also partners and collaborates with the Executive Director of Marketing for the College to ensure the comprehensive enrollment marketing plan is fully implemented and aligned with institutional marketing strategies. Ultimately, this role supports the mission and strategic goals of York College by attracting qualified students and enhancing awareness of our programs. OUTCOME:
- Effective, coordinated, and consistent admissions-focused marketing strategies are developed, implemented, and regularly assessed as a factor in maintaining new student enrollment and overall College enrollment goals.
Essential FunctionsPlanning and Supervision (30%)
- Develop and assess a strategic enrollment marketing and communication plan spanning all phases of the enrollment pipeline and funnel.
- Oversee the complete enrollment marketing strategy in alignment with the Strategic Enrollment Management Plan, Institutional Marketing Plan, and strategic plan for the College.
- Work directly with outside vendors to ensure alignment and integrity of all enrollment marketing initiatives.
- Supervise staff that supports critical areas of enrollment management: CRM management (Slate), strategic communications, print publications, content strategy, the York College Spartan Ambassador Program, and the admissions visit program.
- Collaborate with Undergraduate and Graduate Admissions to develop proactive and creative solutions for managing enrollment shifts, increasing applications and yield, and generating a positive experience for all prospective students.
- Research and develop new marketing tactics to grow key demographics and program-specific pipelines.
Email Marketing (20%)
- Create original copy for a wide variety of organizational email communications using up-to-date best practices in email communication strategies.
- Coordinate and execute email communications for undergraduate and graduate admissions, as well as oversee and consult on email communications and deployment strategies for other enrollment areas.
- Edit email and other existing copy as needed to adapt to email formats and accurately proof all work to adhere to the York College communication standards style guide, and brand guidelines.
- Develop email campaigns and distribution lists for all marketing email communications and consult on usage and creation of lists for other organizational units as necessary.
- Monitor and report on opt-outs, hard bounces, and other issues related to email list management.
- Use the Enrollment CRM platform (Slate) to graphically produce all forms of marketing and admissions emails from the College; consult on email design and branding guidelines for other emails produced for the organization, as necessary.
- Ongoing training from and partnership with staff in Institutional Marketing regarding the college's brand presentation and guidelines, logo usage, and editorial style guide
Digital Admissions Search Marketing (20%)
- Curate content, provide creative direction, and serve as a liaison between outside vendors and internal staff to establish digital marketing campaigns (paid and organic).
- Develop and maintain external enrollment search sites and directories to ensure content is updated and optimized.
- Maintain web content and active social media presence in collaboration with the Institutional Marketing team.
Publications and Print/Direct Mail Communications (15%)
- Develop new publications and strengthen current printed and digital materials from creation through fruition.
- Manage admissions publication inventory.
- Coordinate design, printing, and mailing of admissions printed communications in line with the institutional brand standards.
- Partner with graduate program coordinators and offices to assist with collateral materials and strengthening brand
Reporting and Analysis (10%)
- Generate monthly reports to track ROI on activities related to the admissions funnel.
- Competitive evaluation and analysis of competitive marketing activities
- Assist with the development, maintenance, and coordination of marketing and communications calendars
Additional Duties and Responsibilities: (5%)
- Participate in weekly departmental and supervisor meetings as required
- Assist Office of Enrollment Management with outreach, recruitment, and admissions events, as needed
- Other duties as assigned
Experience and Education Required
- A bachelor's degree is required, a Master's degree preferred, in a field related to enrollment, communications, public relations, and/or marketing.
- Five years of experience in marketing and/or enrollment management, including creating content (copy, images, template building) for online marketing and campaigns in a higher education setting.
Required Skills and Qualifications
- Excellent planning, organizational, and managerial skills
- Excellent knowledge of Microsoft Office products
- Knowledge of Admissions/marketing concepts
- Ability to relate effectively with students, faculty, staff, and administration
- Strong oral and written communication skills
- Working knowledge of CRM platforms such as Slate CRM.
Additional Information York College of Pennsylvania is an and For a copy of York College's Annual Security Report, you may contact the Office of Campus Safety or visit the website: We offer a complete benefits package to full-time employees that includes, but is not limited to: health care, dental, vision, retirement, flexible spending accounts, life insurance, long-term disability, holidays, vacation, sick leave, tuition remission and tuition discount programs. To learn more details, visit our 01 Do you have a bachelor's degree in a field related to enrollment, communications, public relations, and/or marketing?
02 Do you have a master's degree in a field related to enrollment, communications, public relations, and/or marketing?
03 Do you have five years of experience in marketing and/or enrollment management, including creating content (copy, images, template building) for online marketing and campaigns in a higher education setting?
04 Do you have knowledge of admissions/marketing concepts?
05 Do you have a working knowledge of CRM platforms such as Slate CRM?
Required Question