Director of Enrollment Marketing

26926BR

Enrollment Mgmt Services

Position Overview

Enrollment Management (EM) is a key partner in helping the institution meet its mission and strategic goals. EM is comprised of the following units: EM Shared Services, Enrollment Marketing, Financial Aid & Scholarships, Graduate Admissions, Student Lifecycle Technology, Undergraduate Admissions, and the University Registrar. We are committed to working in an intentional, data-informed, forward-looking, and collaborative manner to implement a comprehensive enrollment strategy.

Enrollment Marketing & Communications (EMC) works collaboratively with academic leadership and the University's marketing professionals to create a marketing strategy that is consistent with the University's overall brand and that supports the institution's Strategic Enrollment Plan. EMC bears primary responsibility for the execution of that strategy. A strong relationship with central KU Marketing is essential to ensure alignment with the overall institutional brand and marketing strategy.

The Director reports to and serves at the pleasure of the Vice Provost for Enrollment Management, with a dotted line relationship to the University's Chief Marketing Officer. Operating within an enrollment management model, this position will initiate, develop, plan, strengthen and implement innovative processes, technology enhancements and best practices with a continuous improvement mindset to facilitate student recruitment, retention, and graduation. The director is a highly visible department leader, supporting an extensive group of internal and external stakeholders. Beyond the internal offices within EM, external stakeholders include, but are not limited to: Academic Success, academic units, Alumni, Athletics, Endowment, Jayhawk Global, Marketing, and Student Affairs. The incumbent must have effective communication, marketing, and team-building skills.

The University's strategic plan, Jayhawks Rising, specifically has "Increase Enrollment" as one of its objectives. KU has experienced significant enrollment growth the past two years and is interested in sustaining that growth despite forecasted demographic shifts, college going rate declines, and high school graduate headcount reductions. Establishing this unit is an intentional and substantial investment by the institution with the understanding that recruitment marketing is vital to sustaining enrollment. The director will have the opportunity to shape this newly created organization to achieve these key priorities: define the unique value proposition of KU from a recruitment perspective, create a strategy to communicate the value of a college degree, evaluate current recruitment marketing initiatives, develop a parent/care-giver engagement strategy, and produce differentiated marketing strategies for key market segments.

Job Description

As the state's flagship institution, the University of Kansas is a major comprehensive research and teaching university that serves as a center for learning, scholarship and creative endeavor. A Carnegie-classified R1 Doctoral University, KU is one of only 69 in the U.S. and the only state university in Kansas to hold membership in the prestigious Association of American Universities (AAU).

KU enrolls more than 29,000 students taught by over 3,300 faculty across 14 schools on five campuses. Its diverse elements are united by a mission to educate leaders, build healthy communities, and make discoveries that change the world. KU's residential campus located in Lawrence, KS is in the center of a vibrant and culturally-rich community — a quintessential college town. Visitors, students and new employees from outside the area enjoy discovering the many wonders of Lawrence, including a thriving downtown, diverse local and regional events, area lakes, vibrant arts and music scenes, and an indelible history. Home to nearly 95,000 people, Lawrence is located 45 minutes west of Kansas City and 30 minutes east of Topeka, the state capital. Along with the music, arts, culture and sports experiences offered at KU and in Lawrence, the short drive to Kansas City provides quick access to historic jazz clubs, museums, world-class music and theatre venues, and professional sports teams.

This is an in-person/on-campus position with the ability to transition to hybrid after successful completion of the probationary period. Reimbursement of relocation expenses is available. The University of Kansas offers generous time off, retirement matching, medical/dental/vision coverage, wellness incentives and tuition reimbursement.

Position Responsibilities
Strategy Development & Monitoring (30%):

• Develops a strategic marketing plan to meet recruitment goals outlined in the strategic enrollment management (SEM) plan.
• Supports the student lifecycle through the development, cultivation, and delivery of a multi-faceted enrollment communication strategy.
• Assesses the competitive landscape, developing and recommending effective strategies to recruit mission-aligned applicants to KU.
• Develops a comprehensive web strategy and site design for all units that report to Enrollment Management.
• Ensures EM uses the most contemporary and effective approaches to reach prospective students and coordinates innovative communication initiatives through a variety of media including print, web, email, and social media.
• Analyzes marketing performance data overlaying key enrollment outcomes to adjust strategy, identify new markets, etc.

Message Execution (25%):

• Oversees the daily management of messages to target populations in the enrollment funnel leveraging multiple channels and evaluating the effectiveness of outreach.
• Oversees the development of all communications for the Visits & Events team.
• Oversees the development of print and static pieces to communicate the value of proposition of KU to prospective students and caregivers.
• Ensures execution of communication strategies and tactics, plans and goals based on demographic analysis, market research and other admissions data to align with strategic plans and enrollment goals.
• Inspires, writes, and leads the development and creation of engaging communications that support the entirety of the enrollment funnel and support a multichannel marketing plan.

Leadership (20%):

• Leads a team of approximately 10 full-time staff.
• Oversees the operational budget for the unit, plus the ad spend related to recruitment.
• Serves as a member of the EM leadership team. Represents the VP on university committees.
• Partners with internal EM leaders to understand requirements and develop solutions.

External Partnerships (20%):

• Supports the Office of Orientation & Transition Programs in Academic Success by developing strategy, content, and communication plans. There must be continuity in design and voice between recruitment and orientation related messaging.
• Works with Jayhawk Global to develop marketing strategies and materials for online programs, including digital advertising, website maintenance, and online program inventories.
• Collaborates with KU Marketing to ensure materials are in line with the university brand, SEO optimization, etc.
• Partners with academic units to develop inquiry response materials in line with the institutional brand and SEM plan. Develops processes to ensure these materials are appropriately vetted and meet accreditation and federal requirements for truth-in-advertising.

Other duties as assigned by the Vice Provost for Enrollment Management (5%)

Required Qualifications

Bachelor's degree and seven years of experience OR Master's degree and five years of experience designing and executing marketing and communication strategy.Five years of supervisory experience demonstrating progressive leadership responsibility.Three years of experience analyzing market outcome data to make strategic decisions and/or recommendations.Experience utilizing a CRM system.Strong written communication skills as evidence by application materials

Preferred Qualifications

Experience marketing higher education or prospective students and families.Experience with a Slate CRM instance used for recruitment.Experience developing a governance model that prioritizes often divergent requests from stakeholders.Ability to lead teams through competing and rapidly changing priorities and deadlines.Experience managing a mixed location workforce (onsite, hybrid, remote, different time zones, etc.)

Contact Information to Applicants

Amanda Ostreko
[email protected]

Additional Candidate Instruction

Please submit a cover letter addressing how you meet the required and preferred qualifications and a complete resume, including a list of 3 professional references. The Duffy Group is assisting the University of Kansas in recruiting for this position. You may be contact by someone affiliated with the Duffy Group for initial information concerning your application materials.

First review of applicants will begin February 16, 2024 and will continue until position is filled.

Application Review Begins

16-Feb-2024

Anticipated Start Date

01-May-2024

Primary Campus

University of Kansas Lawrence Campus

Employee Class

U-Unclassified Professional Staff

Job Family

Administrative/Management-KUL

Conditions of Employment

Serve at the Pleasure

Work Location Assignment

On-Site

Disclaimer

The University of Kansas prohibits discrimination on the basis of race, color, ethnicity, religion, sex, national origin, age, ancestry, disability, status as a veteran, sexual orientation, marital status, parental status, gender identity, gender expression, and genetic information in the university's programs and activities. Retaliation is also prohibited by university policy. The following person has been designated to handle inquiries regarding the nondiscrimination policies and is the Title IX coordinator for all KU and KUMC campuses: Associate Vice Chancellor for Civil Rights and Title IX, [email protected], Room 1082, Dole Human Development Center, 1000 Sunnyside Avenue, Lawrence, KS 66045, , 711 TTY.

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