DIRECTOR OF MARKETING & COMMUNICATIONS, ID #658 Saddleback College (Classified Management) DEFINITION To serve as a member of the President s executive team; strategize, plan, organize and direct the public information, community relations, media, marketing, graphic and web design, publications, copy center and other internal and external communication programs, services, operations and activities for assigned community college; create, write, produce, publish, and distribute a wide variety of materials; train, supervise and evaluate the performance of assigned personnel; provide for media coverage; plan, organize, and administer public relations activities; develop the college s marketing plan and related promotional materials; coordinate the production of various print and electronic publications, and, when necessary, coordinate with district public affairs, governmental relations and marketing efforts. To foster a culture of collaboration, mutual respect, innovation, and continuous improvement throughout the District; lead by example; actively participate in and support District-wide participatory governance components and activities and other collaborative processes; encourage professional excellence among the staff and promote an organizational culture of customer service, innovation, and quality services. SUPERVISION RECEIVED AND EXERCISED Receive direction from the president. Exercise functional and technical supervision over marketing, public information, graphics and web design, publications and other staff as assigned. EXAMPLES OF DUTIES Duties may include, but are not limited to, the following: Act as advisor to the president in matters concerning internal and external communications; provide leadership in the effective design, development, and implementation of college communication strategies, including marketing, public relations, government and community relations, media relations and promotional plans and activities; develop and maintain the College s public relations and marketing plan; develop, coordinate, produce and disseminate college marketing and recruitment materials that create and maintain a consistent, positive and dynamic public image. Coordinate program activities with other college functions and programs; serve on campus and district committees, task forces and other work groups; provide advocacy and technical expertise concerning marketing and communications; Plan and coordinate marketing research and data approaches to college enrollment management efforts; ensure the timely and accurate development, design, publication and distribution of the college s schedule of classes. Develop, implement, direct and evaluate the marketing, communication and public relations strategies established in the college strategic plan and marketing plan; promote the college s mission, vision, and values through promoting the diverse academic and student services programs, activities and news to the college community. Evaluate and enhance the college s website, print publications, and cable television programs to maximize their interest and use; effectively use emerging technologies and cutting edge marketing tools. Evaluate and supervise the development, distribution and use of new technologies and mediums for communication and marketing, such as social networking, websites and digital media content. Remain current on industry trends related to e-marketing, search engine advertising, email, banners, landing pages, linking strategies, internet tracking tools, social networking sites and other emerging technologies and approaches.
Page 2 Serve as assigned college s governmental relations representative; establish and maintain relationships with elected officials, community partners and other external groups within the college community, including municipalities and non-profit organizations. Oversee alumni marketing and outreach activities for the college foundation, including development of new foundation and alumni web pages and databases, writing and/or editing of alumni outreach website content, marketing materials and other alumni communications. Oversee college public relations activities, including press releases, social networking, electronic marquees and website content, coordinate with fine arts and athletics public information officers, coordinate public relations and marketing activities with radio station director and television station personnel. Plan, initiate, manage and maintain effective relations with external organizations, including media such as newspapers, radio and television; collect information concerning the college, its program and events, and disseminate through mass communication media on a regular basis; serve as liaison between college staff and the media; maintain open lines of communication with the media, college staff, students, district and the general public; and serve as information resource for all groups. Conduct formal and informal interviews to gather information for the preparation of written materials, such as press releases and newsletters; write, edit and produce speeches, press releases, flyers, articles, copy for brochures, class schedule and other publications. Prepare various reports related to assignment as needed, including the President s report for the Board of Trustees; ensure maintenance and accessible storage/retrieval of a variety of records and files, including general community college system information/statistics and college publications, catalogs, promotional materials and news articles. In conjunction with the College President and Chief of Police, develop and assess sensitive matters and emergency situations and execute timely external and internal communications utilizing the College s communications plans and communications strategies to ensure that accurate information is conveyed to all audiences; act as College liaison with the media when the Disaster Preparedness Plan is activated. Photograph and/or supervise news photography of events; arrange for artwork and/or photography for publication; distribute photo to appropriate publications and sources; approve graphic designs for College print and electronic publications, including College electronic signs, television stations and radio stations. Direct and supervise the Copy Center and its assigned employees; ensure that the copying needs of the college are met in a timely and cost-effective manner. Train, supervise and evaluate the performance of assigned staff; delegate, schedule, direct and review assignments and projects related to the development and production of publications, advertising, marketing, publicity and other public relations matters; evaluate work products and results; establish and monitor timelines and prioritize work; and recommend and implement personnel actions affecting assigned staff. Prepare and administer annual program budgets; prepare recommendations and justifications regarding budget requests; authorize expenditures according to District policies and applicable regulations. Use a networked personal computer and peripherals and desktop publishing, word processing, database, graphics, presentation, Internet and Web design software to enter, download and manipulate data to design, write, publish and distribute various assigned reports and newsletters. Plan, facilitate and direct special events and receptions when assigned.
Page 3 Work with the District Director of Public Affairs and Government Relations to coordinate work and avoid duplication of efforts. Perform other related duties as assigned. QUALIFICATIONS EDUCATION AND EXPERIENCE GUIDELINES: Any combination of education and experience that would likely provide the required knowledge and abilities is qualifying. A typical way to obtain the knowledge and abilities would be: Education: Equivalent of a Bachelor s degree from an accredited college or university with major course work in journalism, communications, public relations, marketing or related field. A Master s degree preferred. Experience: At least three years of increasingly responsible professional experience in the development and implementation of a public information, public relations, marketing or closely-related program, including at least one year in a supervisory or management capacity, preferably in a public education environment. Licenses and Certificates: A valid California driver s license. Knowledge of: Applicable local, state and federal laws, regulations and rules, including the state education code. Capabilities of computer applications, systems and hardware used in the field of public information and marketing. Capabilities of current web design, desktop publishing, word processing, spreadsheet, graphics, presentation, internet and database software programs, Community colleges and their function in higher education. Correct English usage, grammar, composition, vocabulary, spelling and punctuation. Critical issues and problems affective community colleges. Graphic and web design. Interpersonal skills including tact, patience and diplomacy. Journalistic styles, methods and techniques of interviewing, reporting, writing, editing, proofreading and production. Local newspaper, radio, television and other communications media resources. Media relations and organizational communication strategies. Missions, goals and policies of the district, the college and its president. Objectives and interests of employee, student, and business/industry organizations and community groups impacting the district and its colleges. Operation of computer, peripherals and software programs, including information systems, database management, spreadsheet, word processing and specialized software. Organization, functions and inter-relationships of various operating units of the college. Principles and practices of budget preparation and administration. Principles and practices of public information, public relations and marketing. Principles and techniques of graphic design, standards and printing services. Principles of organization and management, including training and supervision. Principles, procedures, methods and techniques required to establish and maintain positive external and internal relations. Principles, processes, procedures, methods and techniques of preparing, producing and disseminating news and other information to all major communication media. Research, statistical, and forecasting methods and techniques.
Page 4 Special event planning and coordination. Techniques of writing, editing and mass-producing news and other information. Ability to: Anticipate conditions, plan ahead, establish priorities and meet schedules and timelines. Communicate clearly, concisely and effectively, both orally and in writing, with diverse constituencies within and outside of the District. Determine solutions and formulate recommendations. Develop and evaluate data. Develop and maintain internal communications programs to keep faculty and staff informed, using messaging across the college to include the marquee, the district s television station, college-wide emails, the president s on-line magazine and other communication vehicles. Develop, prepare and administer assigned budget. Develop, write and coordinate the production of college publications and promotional and marketing materials in an effective and appropriate manner. Direct staff and colleagues toward successful completion of program goals and objectives. Encourage professional excellence among the staff and promote an organizational culture of customer service, innovation, and quality services. Establish and maintain effective and cooperative working relationships with others, including representatives of the media and community organizations. Evaluate the public relations value of information. Exercise initiative, discretion and critical judgment. Identify the characteristics of target audiences and determine the most effective communications techniques for reaching and motivating these groups. Interact with district personnel, students and the public in planning and conducting public relations activities. Learn the missions, goals and policies of the district, college and the president. Navigate political landscapes and build and maintain relationships with elected officials and community partners. Operate a computer and peripherals, using desktop publishing, work processing, database, graphics, presentation, Internet and Web design software. Operate a digital camera to set up, take, scan, download and edit digital and other photos for publication. Plan, develop, organize, coordinate, implement and evaluate a comprehensive community college public information, public relations and marketing program. Prepare effective reports, correspondence and presentations. Present information on a wide variety of subjects using the full array of written, oral and visual formats and techniques. Present informative and persuasive concepts effectively, verbally and in writing. React independently and promptly to situations and events. Recognize critical elements of problems. Relate effectively with people of varied academic, cultural and socio-economic background using tact, patience, diplomacy and courtesy. Research and prepare newsworthy articles. Research, compile and analyze data for special projects such as the College Foundation s annual report and the president s annual accomplishments book. Seek and achieve the understanding and support of individuals or groups with indifferent or opposing points of view. Serve as a college spokesperson on behalf of the college and its president. Set up and maintain web pages. Speak and write effectively. Train, motivate, develop, supervise, direct and evaluate the work of others. Understand and effectively and collaboratively work in a complicated multi-college environment, as well as within a system of community college districts. Use a computer to edit and prepare articles for publication.
Page 5 Use modern office practices procedures and equipment. Write and edit speeches, articles, and other communications for the president and others as assigned. Write, edit and disseminate news releases, articles and other informational materials. WORK ENVIRONMENT AND PHYSICAL DEMANDS The work environment and physical demands described here are representative of those required by an employee to perform the essential functions of this job successfully. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Work Environment Standard office setting. Typically, duties are performed in an office environment while sitting at a desk or computer workstation. Incumbents are subject to contact with others, frequent interruptions, noise from talking or office equipment and demanding timelines. May travel to other areas of the campus and/or the community to attend meetings or events or conduct work during regular, weekend or evening hours. At least minimal environmental controls to assure health and comfort. Physical Demands Incumbents regularly sit for long periods, walk short distances on a regular basis, travel to various locations to attend meetings and conduct work, use hands and fingers to operate an electronic keyboard or other office machines, reach with hands and arms, stoop or kneel or crouch to file, speak clearly and distinctly to answer telephones and to provide information; see to read fine print and operate computer; hear and understand voices over telephone and in person; and lift, carry, and/or move objects weighing up to 15 pounds. Approved by the Board of Trustee: June 25, 2012