Assistant Director for Graduate Admissions Communications and Marketing bei Highpoint

High Point University’s Graduate Admissions is seeking an Assistant Director for Graduate Communication and Marketing. This position plays a key role in promoting graduate and professional programs to prospective students by developing and implementing marketing and communications strategies while also actively engaging in student recruitment efforts. This role combines social media management, digital content creation, and marketing strategy. The ideal candidate is a creative and strategic communicator with a passion for higher education marketing and student recruitment.

As the Enrollment Content Creator, you’ll highlight High Point University’s incredible distinctions for prospective HPU students and parents. You’re a results-driven writer who enjoys both long-form and short-form stories and marketing copy for a variety of print and digital platforms. Your primary focus will be writing new copy, curating and repurposing existing copy, and curating other content, such as photos. You enjoy proofreading and fact-checking content. You also love seeking out and gathering important information from campus stakeholders to channel into engaging stories over a variety of mediums, including enrollment-focused social media pages. Overall, the Enrollment Content Creator contributes to a variety of content development projects for the enrollment cycle.

QUALIFICATIONS:

Education

• Bachelor’s degree required

Experience and Training

• Minimum two years experience in strategic communications, public relations, marketing or similar field preferred
• Experience working with a CRM (Slate is preferred).

Knowledge, Skills, Ability:

• Ability to passionately promote The Premier Life Skills University through content in a manner consistent with the university’s brand.
• Ability to effectively write, curate, proofread and edit compelling content that is free of spelling, grammar and punctuation errors.
• Unmatched attention to detail and organizational skills.
• Willing to quickly learn new skills and solve complex problems.
• Follows instructions well and is enthusiastic about completing assignments.
• Effective fact-checking, information gathering, research capabilities, and interviewing skills
• Ability to work with a group of writers, designers, photographers and other team members to meet a common goal.
• Ability to manage numerous assignments with multiple deadlines.
• Proficiency in Microsoft Office including Microsoft Word, as well as Adobe Acrobat Pro
• Working knowledge of basic photo and video editing programs, or willingness to quickly learn. Ex: Canva, Adobe Suite, etc.
• Knowledge of major social media platforms
• Ability to take an idea with minimal direction and channel it into a final product.
• Ability to collaborate with stakeholders across campus.
• Effective oral communication skills; strong interpersonal skills.

• Results Oriented – Track record of meeting or exceeding clearly defined goals with superior data informed performance metrics. Excellent negotiation skills. Demonstrated expertise in strategic idea implementation with an entrepreneurial spirit while effectively managing $500,000 budget.
• Leadership and Vision – Strong track record of leadership and professional development of a team along with a clear ability to work collaboratively with faculty, staff and students.  Create, articulate and implement a shared vision of graduate recruitment and admission efforts.
• Interpersonal – Demonstrated ability to develop professional connections with prospective students, team members, partners, local businesses, faculty and program leadership. Brings a collaborative, service oriented, problem-solving approach to working with others.
• Institutional Leadership -- Ability to work effectively with department and university leaders in defining and supporting HPU’s mission, priorities and policies. Ability to balance complex processes and systems simultaneously.
• Communication & Marketing – Effective and influential written and verbal communication skills.  Comfortable speaking with prospective students, parents, advisors, faculty, staff, alumni, individually or in group settings. Experience with email, text, and digital marketing strategies using an industry leading CRM along with familiarity with SEO and SEM. General proficiency in Microsoft Office suite, Slate or comparable CRM, and other relevant modern technology
• Team – Work successfully in a team environment with an action oriented, can-do attitude. 
• Communication – Clear, focused, effective with influential communication skills. 
• Organization – Must be well organized and detail oriented with an understanding of the need for accuracy and timeliness.  
• Management – Ability to evaluate campaigns, events, and new opportunities to make well-reasoned recommendations for improvement and measure results. 
• Technology – Embraces technology to improve efficiency and effectiveness. Willing to train others on systems as needed.
• Relationships – Successfully develops professional connections with prospective students, team members, partners, faculty and program leadership. Is sensitive to and values varied perspectives in those connections. Brings a service-oriented, problem solving approach to working with others.
• Leadership Potential – Receptive to leadership development opportunities and willingness to take on additional responsibility as skills, knowledge and abilities grow.
• Flexibility/Adaptability to Change – In a rapidly growing and evolving department, flexibility to adjustments in responsibilities and day-to-day duties is necessary.
• Travel – Limited.  Ability to travel within driving distance and overnight as needed.

ESSENTIAL FUNCTIONS:  

• Responsible for the creation and management of recruitment communications, marketing and communication vendor management,
• Develops and executes a comprehensive social media strategy to enhance the graduate school’s visibility and engagement with prospective students. 
• Create, edit, and publishes engaging multimedia content (written, graphic, and video) across digital platforms, including the school websites, social media channels, and email campaigns. 
• Develops and manages the graduate school’s social media accounts (Facebook, Instagram, LinkedIn, X, TikTok), ensuring consistent messaging and branding. 
• Collaborates with the graduate school admissions and university communications offices to develop recruitment materials, including brochures, digital ads, newsletters, and email campaigns. 
• Analyzes digital marketing performance metrics and provide insights to improve engagement and outreach efforts. 
• Develops and leads the marketing, promotion and recruitment planning process.  Set annual marketing and communications strategies with a multi-channel approach.
• Manages and implements recruitment and admissions processes for all graduate and professional school programs.
• Meets or exceeds graduate admissions goals and enrollment targets.
• Conduct on-going strategic analysis of market trends, competitors, and key factors shaping graduate program markets and their inquiry and applicant pools.
• Strengthen connections to undergraduate academic departments and advising offices at HPU to help develop pipelines for enrollment
• Utilize effective strategies and analytics to attract outstanding students to HPU graduate and professional programs.
• Develop and provide reports, analysis and projections to inform team and university leadership
• Collaborates with other University departments and offices as necessary.
• Collectively evaluate the efforts, execution, and results of Norcross Graduate School marketing programs.
• Supports all graduate admissions staff in development of presentations and interactive content
• Maintains in-depth, up-to-date knowledge of the University’s academic and extracurricular programs
• Effectively writes, curates and edits timely, compelling content that positively promotes the HPU story in a manner consistent with HPU’s brand. This includes but is not limited to writing and creating enrollment materials, brochures, emails, website features and more.
• Contributes ideas and creates concepts for enrollment social media that pairs with content being delivered through email and print for a well-rounded marketing experience.
• Works with various leaders on campus to gather accurate information and channel it into a compelling story.
• Covers university events to be documented in print publications or university news.
• Conducts interviews and/or requests for information from students, faculty, staff, alumni, parents, donors, business leaders and community members.
• Curates’ photos or video elements and schedules and participates in shoots to ensure accurate visuals accompany projects.
• Submits content for approval and follows the appropriate approval and editing process.
• Curates’ and repurposes existing content to accompany new or updated materials.
• Ensures accurate information is used across multiple channels.
• May assist in launching new projects or maintaining current ones, such as creating a new print piece from scratch or rethinking and editing and existing ones.
• Maintains positive work atmosphere by acting and communicating effectively with students, students’ parents, faculty, co-workers and managers

• Communication
  • Plans and submits for approval communication campaigns for programs, deadlines, and reminders.
  • Plans and submits for approval communication campaigns through mail/email for events (e.g. information session invitations).
  • Develops phone campaigns (e.g. work with Call Center and Recruiters to set up objectives, message, timing).
  • Develops mass text campaigns (e.g. utilize Mongoose or Slate system)
  • Maintains FAQs for web pages, chat and events
  • Identifies and refers individual follow up to Recruitment team

• Inquiry Development – Searches for and develops opportunities to increase inquiries for HPU programs via research followed by targeted communication campaigns:
  • Feeder Programs
  • Advisors
  • Pre-professional clubs
  • Prospective student search lists

• Applicant Pool Development, Recruitment and Yield
  • Develops an understanding of prospective students to determine their interests, goals, needs, questions, concerns, obstacles and motivations so that we can address them and help them on their path toward a graduate education.
  • Creates communication that will allow us to identify and prioritize inquiries who are a fit for our programs.
  • Develops messages and campaigns that will move qualified prospects toward application and, ultimately, enrollment.
• Data Management and Reporting
  • Regular use of a CRM system (Slate), including data entry, documentation, updates.
  • Assists with affinity data gathering, tracking and reporting to evaluate the likelihood that a deposited applicant may withdraw.
  • Develops reports as requested by supervisor.
• Document Management
  • Develops communication to identify and follow up with applicants regarding missing information and incomplete requirements as needed.
  • Coordinates with Graduate Recruitment team development of print materials.
• Team Support
  • Regularly participates in cross training to develop an understanding of all HPU graduate programs, recruitment objectives and admission requirements.
  • Represents all programs as needed at graduate fairs, open houses or other recruitment events.
  • Other duties as assigned

ACCOUNTABILITY:

• Ensures the development and achievement of HPU’s graduate enrollment objectives
• Ensures annual marketing and communications strategy for graduate and professional programs is developed and executed
• Ensures the university is positively represented on official social media accounts for graduate and professional programs
• Ensures projects are completed and published on schedule.
• Ensures content is consistent with the university brand and positively promotes the university in addition to graduate and professional programs
• Ensures deadlines for assigned projects are met.

For more information, please contact Aubrey Stewart, Director of Graduate Admissions at [email protected]

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