Head of Marketing and Communications

Transcription

1 HMC BOARDING AND DAY 1094 Boys; 260 Sixth Form Head of Marketing and Communications Bedford School Situated just 35 minutes on the train from London St Pancras, and half way between Oxford and Cambridge, Bedford School is one of the region s leading boarding and day schools, educating boys from the ages of 7 to 18. Part of The Harpur Trust, Bedford s foremost educational and social welfare charity, we re a vibrant school with a very strong sense of community, set in a beautiful 50-acre estate in the heart of the town. There are some 694 pupils in the Upper School aged 13 to 18, with approximately 260 in the Sixth Form. 35% of the boys are boarders in our six boarding houses, each of which is twinned with a day house. Our Prep School with 400 boys caters for the 7-13 age range on the same campus, and has its own junior Boarding House. Academic excellence is central to life at Bedford School, and we encourage boys to aspire to the highest possible standards and to exceed their expectations. Our success is demonstrated by a long history of impressive exam results at GCSE, A level, and in the International Baccalaureate Diploma. IB and A Level combined results saw 84% of grades at the equivalent of A* to B in % of GCSE results were at A/A* The vast majority of our leavers go on to Higher Education, and 78% of our Upper Sixth boys accepted places at Russell Group universities this summer; 10 boys went to Oxbridge in 2017.

2 The school was inspected in November 2016, and we are particularly proud of the fact that ISI (Independent Schools Inspectorate) gave us the top ratings possible. Full details, including a copy of the inspection report can be found here: The school adopts a selective entry policy without being ruthless and seeks to provide an environment where all boys will thrive academically. It emphasises continuity of education at 13+ and 16+ so that, although there are academic entry requirements at each point, they are geared to whether boys are suitable to move to the next stage rather than over-formulaic targets. We believe in an all-round education that exposes all boys to a wide range of experiences and opportunities. We place great emphasis on the value of Sport, Music and the Arts for the camaraderie, teamwork and self-motivation they instil, and encourage boys to explore their individual talents. Our extensive programme of extracurricular activities is wide-ranging and offers boys the opportunity to learn new skills and discover new interests outside the classroom. Boarding is at the heart of the school and all full-time members of the teaching staff are expected to contribute to the wider life of the school through involvement in the tutoring system and in activities outside the classroom. The school s ongoing development programme has included the construction of a new Library (2003), Observatory & Planetarium (2003), a new Music School (2006) and a wonderful new theatre in St Luke s Church, on the edge of the estate (2015). Other developments have included renovation of the school dining halls and kitchens (2009), fitness suite (2010), staff common room (2011), sports pavilion (2012) and science department (2015).

3 The Role The Head Master is looking to appoint a Head of Marketing and Communications as a new role for Bedford School. This is an exciting opportunity for a proven marketing and communications professional to join this vibrant community, on a beautiful 50 acre campus in a riverside town only 40 minutes on the train from London. This role would suit an individual who is a marketing specialist with a demonstrable track record of managing multi-channel marketing campaigns, an ability to systematically analyse markets, to efficiently build and execute marketing strategy and to influence others effectively. Strong team working and persuasive communication skills, both written and verbal, are essential to the role. The successful candidate will show drive and have an instinctive feel for the School s customers and their needs. Currently, the marketing of the school sits under the leadership of the Assistant Head (External Affairs). The Assistant Head (External Affairs) is simultaneously in charge of 3 key teams: admissions (a team of 3 FTE), events and holiday lets (a team of 2.5 FTE), and marketing, communications and PR (a team of 2.5 FTE). The teams reside in the heart of the school s main building and work together in open plan and adjoining offices. From September 2018, the Assistant Head (External Affairs) will take up a post as a Boarding Housemaster; he will keep his role in admissions, but the rest of the department will be restructured, with the marketing/communication/pr team reporting into a new Head of Marketing and Communications i.e. this new role. The new Head of Marketing and Communications will therefore arrive to lead an existing team, which administers the website, all social media, publications (digital and print) and advertising of the school. He/she will provide strategic leadership for this team by working closely with the Head Master to achieve the school s goals. Beyond the immediate team, he/she will need to influence all involved in the school to embrace their responsibilities in this area. Admissions at the school are as strong as they have been in recent years; and numbers this September are likely to be our second highest since We are now looking to build on this success with the recruitment of an outstanding specialist to take our public image forward.

4 Benefits of Service Bedford School has high expectations of its staff and therefore looks to reward them with a competitive salary and beneficial conditions of service. Bedford is set in beautiful grounds and staff are welcome to make use of the extensive leisure and sporting facilities (which includes gym, swimming pool, tennis courts, squash courts etc.) for themselves and their immediate family. A generous pension scheme and private health care scheme with cash back benefits are available and all staff enjoy free on-site parking. Lunch (of outstanding quality) and free refreshments are available throughout the day. Bedford is a dynamic and incredibly rewarding place to work with a strong sense of community. General Information Bedford School is committed to safeguarding and promoting the welfare of children and young people and expects all staff to share this commitment. Offers of appointment are subject to satisfactory references and DBS clearance. Application Process Applicants are asked to complete the School Application Form; CVs in place of an Application Form cannot be accepted. Short-listed candidates will be invited to the school for interview on the advertised date.

5 For further information about the role please contact Anna Smith, HR Adviser on or by Bedford School is part of The Harpur Trust

6 Head of Marketing and Communications Job Description The Trust is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. Job Title: Reporting Line: Role Summary: Hours: Head of Marketing and Communications Head Master The Head of Marketing and Communications is a new role. The successful candidate will ensure that the public face of the school is entirely consistent with the strategic aims of the school, by assuming responsibility for the excellence of all outward communications in its widest sense. This role is part strategic and part operational. Full or part-time hours could be considered for this role (including term time only) but the post-holder will be required to work as necessary to complete the job (subject to the Working Time Regulations 1998). Main duties and responsibilities Key areas of responsibility include: to develop, manage and implement the school s strategic marketing plans in conjunction with the school s strategic priorities to develop and implement the school s communications and public relations strategy to strengthen the school s overall standing and reputation with all key constituents to be responsible for all marketing and promotional activity across the school, both print and digital to oversee all school communication with prospective parents, current parents, and visitors; and to ensure this is consistent and of the highest quality to develop, embrace and utilise the school s brand values to best effect to differentiate Bedford s positioning, ensuring these brand values are appropriately reflected in all school communications to manage the Bedford School brand consistently, both within and outside the school, providing overall editorial and design control across all communications and advertising media to provide strategic oversight of the school s website, with responsibility for its evolution, update and accuracy. to develop and implement an effective digital and social media strategy to undertake regular market and competitor research and analysis to inform future plans to lead, motivate and develop the Marketing team.

7 to enhance the marketing capability within the department and the awareness of the importance of consistently excellent marketing and social media amongst all staff to build and manage excellent relationships with external agencies to be accountable for overall marketing and admissions related budgets. to report to the Governors, Bursar, Headmaster and Core Management Team as required to act as secretary to the Marketing and External Affairs Committee to work alongside the Registrar and Director of Admissions with the joint aim of driving up interest in admission to the school. Review Date: The Head of Marketing and Communications will undergo an annual appraisal during which the job description for the post will be reviewed. In addition, it may be reviewed at other times should circumstances prove necessary. This job description is not exhaustive and the job holder will be expected to carry out such duties as may be required from time to time and are broadly consistent with the job description. It may, generally after consultation with the post holder, be subject to modification or amendment.

8 Person Specification Head of Marketing and Communications The Trust is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. Essential These are qualities without which the Applicant could not be appointed Desirable These are extra qualities which can be used to choose between applicants who meet all of the essential criteria Method of assessment Qualifications Educated to degree level Chartered Institute of Marketing; Institute of Direct and Digital Marketing or equivalent qualifications Certificates & application form Skills and Knowledge Proven ability to lead a multi-disciplinary marketing and communications team Outstanding communication skills in all contexts and forms An understanding of and commitment to an independent school ethos Application form, references and interview The ability to develop and implement an integrated multimedia marketing and communications strategy The critical intelligence capable of systematically analysing performance, the market and competitors Excellent organisational skills with a thorough attention to detail Ability to work under pressure, to multiple priorities and strict deadlines, prioritising own workload Budget management and financial planning in a marketing or commercial team. Expertise in developing compelling content. Experience Minimum of five years in a strategic marketing and communications role Evidence of strategic leadership Experience in independent schools Experience of working with the media Application form, references and interview Evidence of organisation-wide multi-media communications, marketing and brand strategies Evidence of the ability to work well with people

9 Evidence of effective marketing and communication plans Experience of developing and implementing integrated multi-media communications Evidence of original campaign development based on research Evidence of delivering branded marketing and PR campaigns Personal Qualities A love of education A strategic thinker and doer A flexible approach to hours and duties Application form, references and interview Capable organiser, planner and administrator Confident and persuasive communicator; both in writing and in person Resilient; personable; tactful; hard working Natural authority; leadership by example; personal integrity Energy; imagination; courage to innovate; drive to see initiatives through; an eye for detail An open mind and a sense of humour Ambition