Department: Division of Enrollment Management

Classification: Public Relations & Mktg Spec 2

Job Category: Classified Staff

Job Type: Full-Time

Work Schedule: Full-time (1.0 FTE, 40 hrs/wk)

Location: Fairfax, VA

Workplace Type: Hybrid Eligible

Pay Band: 03

Salary: Salary commensurate with education and experience

Criminal Background Check: Yes

About the Department:

In collaboration with the George Mason University community, and as part of the Office of the Provost, the Division for Enrollment Management optimizes student recruitment and retention by developing and implementing strategic enrollment plans, overseeing the admissions process, providing financial aid services, and managing the Mason Student Services Center—a centralized student services resource. The Division’s activities support the achievement of institutional enrollment goals by placing the student (and family) at the center of our work, supporting a culture of transparency, and leveraging data to inform decision-making.
The Integrated Enrollment Marketing (IEM) team is charged with the creation, maintenance, and execution of Enrollment Management’s multichannel marketing and communication plans to support and enhance the recruitment, admission, and enrollment of new students to the university. IEM has direct oversight and responsibility for all enrollment-related undergraduate marketing efforts, including both digital and print collateral, and functions in an advisory capacity for graduate-level marketing.

About the Position:

The Marketing Coordinator uses email, social media, print, and digital marketing strategies to build a strong applicant pool for eventual enrollment.

Responsibilities:

• Develops targeted email campaigns that reach the right audience segments and highlight the college’s unique selling points, academic programs, student life, and career opportunities:
  • 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 and/or TargetX Email Builder;
  • 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;
  • Acts as the primary liaison to about 1/3 of targeted populations, colleges, and schools;
  • Acts as the primary liaison for about 1/3 of featured recruitment events;
• Acts as a primary creator of clear, persuasive, and engaging written content that positions the college as a top choice for prospective students:
  • Crafts compelling and informative content that drives prospective students to inquiry, apply, and enroll;
  • Develops a strong consistent narrative voice that reflects the college’s unique identity, values, and mission;
  • Creates high-quality written content across various mediums, such as lead pieces, website copy, brochures, mailers, invitations, and social media content;
  • Conducts research on student demographics, interests, and competitor institutions to ensure content resonates with the target audience;
  • Remains current on higher education trends and best practices in recruitment marketing to inform content strategy;
• Creates appealing, organic video content that attracts prospective students that match the University’s target profile, and encourages them to engage for more information or apply:
  • Utilizes storytelling techniques to connect with viewers on an emotional level and create a lasting impression of the University;
  • Collaborates with various stakeholders such as admissions, athletics, housing, and student life to capture footage and interviews;
  • Assists in pre- and post-production of video content;
  • Remains informed on current video marketing trends and utilize formats like testimonials, explainer videos, or campus highlights;
• Creates and assist in the management of digital advertising for recruitment to leverage the power of online advertising to 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 audience by utilizing demographics, geographic, and interest-based targeting options to reach students most likely to be interested in the University;
  • Creates compelling ad copy and visuals that grab attention, highlight the University’s strengths, and encourage actions;
  • Analyzes campaign performance using website analytics and ad platform data to track key metrics like impressions, clicks, and conversions. This data is used to refine targeting, adjust messaging, and improve future campaigns;
  • Remains current with the latest digital advertising trends and technologies, such as programmatic advertising and retargeting, to maximize campaign effectiveness;
• Maintenance and management of project management resources:
  • Responsible for maintaining and optimizing their portion of the project management resources, ensuring that they are accurate, up-to-date, and readily accessible for all project team members;
  • Organizes and categorizes resources using a clear and consistent system;
  • Regularly reviews and updates resources to reflect current project statuses; and
  • Identifies opportunities to improve resource accessibility and user experience.

Required Qualifications:

• Bachelor’s degree in related field, or the equivalent combination of education and experience;
• Experience writing, editing, and creating content;
• Experience or interest in creating engaging video content (testimonials, explainer videos, campus tours);
• Excellent grammar, spelling, and punctuation skills;
• Excellent communication and interpersonal skills to liaise with different departments and stakeholders;
• Skill in the use of clear and consistent writing style that reflects the college's brand identity;
• Strong organizational skills to manage project resources effectively;
• Ability to maintain and update project documents and materials for easy access by team members;
• Ability to craft compelling and informative written content in various formats (email copy, website content, brochures, social media posts, etc.); and
• An eye for detail and a commitment to accuracy.

Preferred Qualifications:

• Experience in an office teamwork environment;
• Experience with email marketing platforms like Salesforce Marketing Cloud or TargetX Email Builder;
• Experience with digital advertising platforms (search engines, social media) for campaign creation, targeting, and analysis;
• Familiarity with content management systems (CMS); and
• Familiarity with basic photo and/or video editing techniques.

Instructions to Applicants: 

For full consideration, applicants must apply for Marketing Coordinator, Integrated Enrollment Marketing at https://jobs.gmu.edu/. Complete and submit the online application to include three professional references with contact information, and provide a cover letter, resume, and writing sample/portfolio.

Posting Open Date: May 30, 2024

For Full Consideration, Apply by: June 14, 2024

Open Until Filled?: Yes