Enrollment Marketing at Illinois Tech

Hi all,

It has been a while so I thought I’d provide an update.

I haven’t had a lot spare time lately. If I did, I would have commented on an actual article someone wrote and hit publish on article comparing higher ed’s use of digital marketing to Russia’s efforts to interfere in the 2016 election (yes, actually) but I’ve been busy learning the ins and outs of undergraduate recruitment.

It’s been about 3 months since I moved to Chicago and started working at Illinois Institute of Technology (Illinois Tech). It’s a really cool place.

There has been a lot to learn, and as you can see from the job description below, significant opportunities to analyze and revise print and digital outreach to recruit undergraduate students.

It’s an opportunity to combine my skill and experience and apply it directly to making a measurable impact (today is the scholarship deadline for domestic first year (freshmen) students, by the way). It’s been great so far and I’m excited to continue and improve upon the great work that’s already been done.

The Assistant Director of Enrollment Marketing Analytics and Strategies will create, implement, and manage communication and marketing programs that lead to the successful recruitment and enrollment of undergraduate students. Will assess campaign analytics, identify new markets, text mine data, and analyze competitors to develop targeted and effective outreach to segmented audiences. Serve as the liaison between undergraduate admission and campus departments to source/create/edit content for marketing materials. Manage online content and digital marketing platforms. Schedule digital and print communications.

Education & Experience

Bachelor’s degree required, Master’s degree preferred; 4-7 years experience.

Knowledge & Skills

  • Strong writing, editing, and proofreading skills are essential.
  • Excellent organizational and planning skills with ability to work on multiple projects at one time.
  • Excellent attention to detail and accuracy.
  • Strong IT skills.
  • Excellent research skills, proven analytical ability and strong business reporting skills.
  • Strong knowledge and understanding of current trends in digital media/social media.

Key Responsibilities

Develop, implement, and manage a marketing and communication plan for the recruitment and enrollment of undergraduate students.

-examine campaign analytics for ROI and revised strategies
-identify new market opportunities
-analyze marketing metrics to identify cause and effect relationships
-analyze competitors
-text mine admission essays and letters of recommendation to inform targeted marketing messages
-use website analytics to track target audience activity and develop customized outreach

Serve as the liaison between undergraduate admission and campus departments to source/create/edit content for marketing materials.

-meet with faculty, students and other parties to source targeted content to segmented audiences in the admission funnel
-create and edit copy for marketing materials

Manage online content and digital marketing platforms.

-ensure undergraduate websites are updated and contain effective recruitment content
-advise academic and other campus departments on website enhancements for recruitment initiatives
-manage digital partnerships

Schedule digital and print communications.

-create, edit, and schedule email/text templates within CRM
-schedule print material mailings
-coordinate internal campaigns (print/digital) with timing of external digital partnership campaigns

 

[P.S.: One day I’ll share some Tableau dashboards with dummy data. (I’ll have to review material from the Tableau Desktop II class I took make it presentable first.) In the meantime, I highly recommend enjoy Higher Ed Data Stories.]

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About Geoff Campbell

Geoff Campbell is an Assistant Director, Communications & Marketing at American University.

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