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Key tasks and Responsibilites; Marketing Planning
• Undertake marketing research, planning and development related to sales and marketing activity of the British International School: Abu Dhabi.
• Develop and implement a comprehensive marketing plan for the school, encompassing corporate sales, direct sales, promotion and advertising, traditional and non
-traditional PR, events and attendance and liaison with Embassies, Consulates and expat, business and social groups.
• Responsible for the design and production of all marketing materials, including overseeing the update of web sites up to the point of school opening.
• Ensure all elements of plan are implemented and that the Senior Leadership Team take key responsibilities for driving the plan. Communications
• Take responsibility for managing effective internal and external communications and for developing communications with parents and the community which contribute positively towards building trust, confidence and the reputation of the school.
• Co
-ordinate and lead on the design and implementation of quality communications with potential clients and current members of the school community.
• Work with the Senior Leadership Team to improve communications and events to engage more effectively with stakeholders.
• Be the key point of contact for the press and to establish good links with the local media industry and publications teams for the benefit of increasing the brand reputation of the school. Monitoring and Evaluation
• Monitor progress of plan against delivery of business and marketing objectives, recommending and implementing adjustments to the plan in the event of not being on schedule to meet objectives.
• Establish methodologies for collecting performance data. Such data to include: Relocation agency contact frequency, enquiry numbers, visits, conversion from visit to sign up, customer satisfaction info. Relationship Management
• Take personal ownership of establishing and maintaining professional long term relationships with external sources for student recruitment including relocation agents, HR Managers, embassies, chamber of commerce, local PR and advertising companies.
• Develop effective relationships with Middle East
-based developers, Universities and other institutions with whom Nord Anglia can develop new schools.
• Build trust and positive working relationships between senior staff at the school and a shared responsibility across the leadership team for increasing student numbers and both building and marketing the schools reputation in the community. Market Knowledge
• Maintain detailed and up to date knowledge of the International Schools market in the Middle East and of the educational needs and preferences in Abu Dhabi.
• Accountable for the creation and maintenance of detailed database on competitor schools. Database to cover fee levels, student capacity and actual numbers, marketing proposition, facilities, key staff profiles, latest news items from web sites or other sources.
• Conduct mystery shopper contact and visits with competition.
• Create and maintain a detailed database showing numbers of ex pats by nationality in the market, where they live and what the future trends are likely to be.
• Maintain understanding of the process by which ex pats make the decision about which school their children attend. How do they become aware of school? What are the deciding factors for parents? Qualifications/Training:
• Business or marketing degree
• CIM Qualification or equivalent (or working towards)
• Previous relevant experience within the Gulf states would be desirable In
-depth knowledge and understanding of:
• Consumer Marketing theory and practice
• Customer Relationship management
• Commercial and marketing aspects of new schools/educational projects
• International Schools market, would be desirable. Experience:
• Marketing/business development experience in an educational organisation
• Experience of achieving results by working with senior leaders of organisations not under your direct control
• Business Development or sales experience
• Working with teachers and school leaders
• Project management of complex projects
• Working with people from different cultures and countries
• Experience in leading communication strategy Skills:
• Ability to plan priorities and deliver against agreed service levels
• High level interpersonal skills (with the ability to quickly gain the respect of admissions officers and Principals)
• High level of networking and relationship building skills to be applied to relocation agencies and other key customer groups
• Problem solving skills
• Project management
• Ability to operate at strategic and operational level
• High level of commercial awareness
• Personal …

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