What are the responsibilities and job description for the Marketing Strategist position at Georgia College & State University?
About Us
Georgia College & State University (GCSU) is the state's designated public liberal arts university, where students learn the essential skills to compete in a fast-paced and technology-driven global society. The university prepares students for successful careers, leadership in communities, problem solving and life-long learning through personalized attention in a residential setting with opportunities for a variety of transformational experiences through its award-winning, high-impact practices. One of only three selective universities within the University System of Georgia and a top 10 ranked public university in the Southeast, GCSU offers undergraduate degrees in more than 40 majors, more than 30 graduate programs, doctorates in education and nursing, professional certificates, and continuing education programs.
As a member of the prestigious Council of Public Liberal Arts Colleges (COPLAC), GCSU is committed to fostering a liberal arts environment that values academic preeminence, interdisciplinary inquiry and an inclusive learning community. GCSU enjoys a strong reputation for academic excellence and nationally ranked programs according to US News & World Report, The Princeton Review and Colleges of Distinction - among other ranking sources.
Georgia College & State University takes great pride in combining the educational experience of a private liberal arts college with the affordability of a public university. Faculty and staff are dedicated to student engagement and experiential learning through high-impact practices such as internships, service- and community-based learning, leadership development, study abroad opportunities, mentored undergraduate research and a capstone project that fosters intellectual curiosity, reasoned inquiry and critical thinking.
The university's beautiful and historic campus is located downtown in Milledgeville, Georgia, a charming, diverse college town of approximately 19,000 residents in Central Georgia, and only 90 miles southeast of Atlanta. Milledgeville is also the home of noted American author and alumna, Flannery O'Connor, '45, and the college community enjoys many exciting literary arts programs at O'Connor's former home, Andalusia, a National Historic Landmark owned by the university. Milledgeville is located on the banks of beautiful Lake Sinclair and Lake Oconee, allowing faculty, staff and students to take full advantage of the environmental and recreational benefits of being part of a lake community. For cultural, educational and leisure opportunities beyond Milledgeville - Macon and Atlanta are located within easy driving distances.
Georgia College & State University is dedicated to protecting academic freedom in addition to supporting freedom of expression as outlined in the University System of Georgia's Freedom of Expression and Academic Freedom
Job Summary
The Marketing Strategist position at Georgia College & State University plays a key role in developing and executing strategies that promote our brand, maximize the reach of all content-creation efforts and enhance engagement with prospective students and their families. This role will serve as the bridge between the University Communications and Enrollment Management teams to ensure high-impact collaboration on all marketing projects and campaigns.
This position requires strategic thinking with a deep understanding of the higher education landscape, coupled with expertise in digital marketing, print/digital ad placement and an understanding of data-driven market research.
Responsibilities
- Manage a Social Media Specialist to amplify the work of the university's editorial team, boost key posts, track web traffic through social media pixels and oversee campaigns.
- Regularly track web performance and offer suggestions for optimization, including identifying strategic areas for growth and working to improve SEO through keyword boosting and strategically placed editorial that helps increase visibility, engagement and conversion.
- Ensure that marketing goals (specifically, CTAs and messaging) are reflected and consistent across web properties, including social media.
- Collaborate with colleagues in Enrollment Management to track and analyze the performance data from marketing campaigns. Regularly meet to evaluate effectiveness and recommend thoughtful improvement suggestions.
- Ensure alignment of marketing priorities between Enrollment Management and University Communications to maximize efficiency and impact while ensuring buy-in from both departments.
- Maintain a clear focus on the prospect/student perspective to inform all online efforts and drive enrollment/retention numbers at the university.
Industry: Identify strategic growth markets - 35%
- Review and assess advertising opportunities with local, regional, national and international outlets in both print and digital formats. Make recommendations to guide ad spends.
- Conduct detailed market research on prospective student demographics to identify strategic outlets (trade magazines, journals and websites) in which to place advertorials, pitch thought leadership op-eds.
- Serve as a strategic partner and advisor to the Enrollment Management team by making thoughtful recommendations regarding promotion of rankings/award distinctions, participation in editorial competitions and other potential brand-awareness initiatives.
- Potentially collaborate with the Director of Strategic Initiatives & Projects to coordinate recruitment events at high schools and/or tabling events.
Brand: Enhance the GCSU brand through collaboration - 25%
- Partner with colleagues on the Enrollment Management team to create RFPs for various university marketing materials, such as viewbooks, brochures, postcards, etc.
- Collaborate with the Multimedia team to maintain a library of fresh content for ad campaigns, as well as help organize photo/video shoots, line up students, choose locations and help develop messaging.
- Ensure consistent messaging and branding across all promotional channels by consistently looking for ways to align team efforts. (For example: When a university-level news story is in production, offer ideas for collaboration opportunities between multimedia and creative teams. Would a story be more effective in video format? What visual assets could be incorporated to attract online attention?)
- Collaborate with the content and creative teams to recommend compelling, targeted content ideas (articles, blogs, videos, testimonials, etc.) to drive traffic to strategic pages and programs.
- Contribute to the execution of institutional branding initiatives, such as logo updates or other projects that promise to have external marketing impact.
Other - 5%
Other duties as assigned.
Required Qualifications
Educational Requirements
Bachelor's degree in marketing, business or a related field.
Required Experience
5 years of experience in marketing strategy.
Preferred Qualifications
Preferred Educational Qualifications
Master's degree
Preferred Experience
Experience in higher ed, student recruitment and/or brand management is a big plus.
Required Documents to Attach
- List of references.
Knowledge, Skills, & Abilities
- Proven ability to develop and implement integrated marketing campaigns that drive results (increased inquiries, applications, and enrollment).
SKILLS
- Strong analytical skills with the ability to measure and optimize marketing campaign effectiveness.
- Excellent communication skills and a deep passion for collaboration.
USG Core Values
The University System of Georgia is comprised of our 26 institutions of higher education and learning as well as the System Office. Our USG Statement of Core Values are Integrity, Excellence, Accountability, and Respect. These values serve as the foundation for all that we do as an organization, and each USG community member is responsible for demonstrating and upholding these standards. More details on the USG Statement of Core Values and Code of Conduct are available in USG Board Policy 8.2.18.1.2 and can be found on-line at https://www.usg.edu/policymanual/section8/C224/#p8.2.18_personnel_conduct.
Additionally, USG supports Freedom of Expression as stated in Board Policy 6.5 Freedom of Expression and Academic Freedom found on-line at https://www.usg.edu/policymanual/section6/C2653.
Equal Employment Opportunity
Georgia College & State University (GCSU) is committed to the fundamental principle of equal opportunity and equal treatment for every prospective and current employee. No person shall, on the grounds of race, color, sex (including pregnancy, sexual orientation, and gender identity), religion, national origin, age, disability, veteran status, or genetic information, be excluded from employment or participation in, be denied the benefits of, or otherwise be subjected to discrimination, under any program or activity conducted by GCSU.
Georgia College & State University is a national award-winning institution in areas of student success and achievement. It strives to achieve excellence in the composition of its community, educational programs, university policies, research and scholarship, campus life, employment practices, extracurricular activities, and community outreach. It is a priority of the university to be a welcoming and inclusive environment so that its campus culture will enhance the ability of its community members to succeed in their endeavors, to be respected as individuals, and to feel a sense of belonging.
Other Information
This is a supervisory position.
This position does not have any financial responsibilities.
This position will not be required to drive.
This role is not considered a position of trust.
This position requires a purchasing card (P-Card).
This position will not travel
This position does not require security clearance.
Background Check
- Criminal Background Check
- Education Verification
