The Recruitment Marketing Manager is responsible for promoting EMU to prospective undergraduate students and parents through print and digital media in an effort to drive traffic to the university website and encourage virtual and campus visits. The Recruitment Marketing Manager also provides guidance on promotional aspects of the campus visits. Reporting to the Director of Marketing and Communications with a dotted-line report to the Director of Undergraduate Admissions, this position is housed in the Marketing and Communications Department and serves as a liaison to EMU Undergraduate Admissions.
Work with Director of Marketing and Communications and Director of Undergraduate Admissions to strategize enrollment initiatives and metrics for success.
Develop, implement and maintain a plan for communicating with prospective undergraduate students and parents that includes the use of Salesforce, direct mail, texting and email, as appropriate; ensure cohesive and consistent voice and on-brand messaging to respective audiences across channels.
Build out segmented email campaigns in Pardot (Account Engagement), utilizing compelling copy, sellable stories, and vibrant visual assets to target prospective undergraduate students and parents.
Work with Social Media Manager on digital media campaigns targeting prospective undergraduate students and parents.
Work with Web Content and Strategy Manager to continually assess recruitment-oriented website content; update language, photos and videos on pages targeting prospective undergraduate students and parents as needed.
Generate leads using digital media (website, content, paid advertising, social media, and email marketing); provide continual analytics and updates on progress.
Work with EMU Admissions to leverage the digital platform Wise for prospective and admitted undergraduate students.
Work with marketing and admissions teams on undergraduate recruitment brochures, updating copy and photos and revamping design and pieces as needed.
Collaborate with Director of Undergraduate Admissions and Admissions Recruitment Events Coordinator on campus visits (ROAR Sessions) and other undergraduate recruitment events; promote the sessions as well as provide input on promotional aspects of the sessions.
Work with admissions counselors to provide promotional guidance for individual campus visits.
Update EMU’s YouVisit virtual tour as well as Cappex, Intersect and Niche profiles.
Evaluate marketing efforts, staying on top of higher education recruitment trends and technologies; adjust accordingly.
Performs additional duties as assigned. The omission of specific duties does not preclude the supervisor from assigning duties that are logically related to the position.
Education and Experience: Bachelor’s degree in communications, marketing, journalism, public relations, or related field, and a minimum of 3 years of professional experience in a recruitment or marketing-related role.
Master’s degree in relevant field preferred. Experience in a higher education environment preferred.
Strong marketing writing skills.
Understanding of higher education undergraduate admissions cycle.
Ability to work with undergraduate admissions team to create/manipulate content that uses appropriate media and on-brand messaging to achieve desired objectives.
Ability to evaluate the effectiveness of marketing efforts.
Ability to handle sensitive and confidential information appropriately.
Proficiency in Microsoft Office, CRM platforms (Salesforce), and marketing automation and lead generation tools (Pardot/Account Engagement); familiarity with Flickr and social media platforms (Facebook, Twitter, Instagram, LinkedIn and YouTube); ability to learn project management and digital asset management software (Teamwork and Canto).
Willingness to work occasional nights and weekends for marketing/admissions events.
EMU offers rigorous academic study at the undergraduate, graduate and seminary level. More than 2000 students study at our main campus in Harrisonburg, Virginia; at our Lancaster, Pennsylvania site; and online. EMU encourages students, faculty and staff to live their faith and values through service to others, peacemaking, cross-cultural engagement and sustainability. Students, faculty and staff collaborate, learn and lead together. Professors know their students by name and provide lifelong networks and support. Students choose from 50+ programs of study, designed to prepare them for a career. Experience hands-on learning, and mentoring from faculty, as them develop marketable skills and confidence in teamwork, leadership, and intercultural communication.