Marketing Coordinator, Integrated Enrollment Marketing

George Mason University - Fairfax, VA

Full-time

Fairfax, VA

Educational Services

About the position

The Marketing Coordinator for Integrated Enrollment Marketing at George Mason University plays a crucial role in enhancing the university's recruitment efforts through strategic marketing initiatives. This position is responsible for utilizing a variety of marketing channels, including email, social media, print, and digital platforms, to build a robust applicant pool that ultimately leads to increased enrollment. The Marketing Coordinator will work closely with the Integrated Enrollment Marketing (IEM) team to develop, maintain, and execute comprehensive marketing and communication plans that support the university's enrollment goals. In this role, the Marketing Coordinator will develop targeted email campaigns that effectively reach specific audience segments, showcasing the college's unique selling points, academic programs, student life, and career opportunities. This includes crafting compelling email content with visually appealing designs and strong calls to action, as well as building, editing, and testing email templates using platforms like Salesforce Marketing Cloud and TargetX Email Builder. The coordinator will analyze campaign performance metrics such as open rates and click-through rates to refine future marketing strategies. Additionally, the Marketing Coordinator will serve as the primary liaison for various targeted populations and recruitment events, ensuring clear and persuasive communication that positions the college as a top choice for prospective students. This involves creating high-quality written content across multiple mediums, conducting research on student demographics and competitor institutions, and staying informed on current trends in higher education recruitment marketing. The position also requires the creation of engaging video content that resonates with prospective students, utilizing storytelling techniques to foster emotional connections. The Marketing Coordinator will collaborate with various stakeholders to capture relevant footage and assist in video production. Furthermore, the coordinator will manage digital advertising campaigns, leveraging online platforms to attract qualified applicants and analyzing campaign performance to optimize future efforts. Finally, the Marketing Coordinator will maintain and manage project management resources, ensuring they are accurate and accessible for all team members, while identifying opportunities for improvement in resource organization and user experience.

Responsibilities

• Develops targeted email campaigns that reach the right audience segments and highlight the college's unique selling points, academic programs, student life, and career opportunities.
• Craft compelling email content with visually appealing design, incorporating strong calls to action that encourage recipients to learn more and apply.
• Builds, edits, and tests email templates in Salesforce Marketing Cloud and/or TargetX Email Builder.
• Analyzes email campaign performance to track open rates, click-through rates, and conversion rates to identify what resonates with potential students and refine future campaigns.
• Acts as the primary liaison to about 1/3 of targeted populations, colleges, and schools.
• Acts as the primary liaison for about 1/3 of featured recruitment events.
• Creates clear, persuasive, and engaging written content that positions the college as a top choice for prospective students.
• Develops a strong consistent narrative voice that reflects the college's unique identity, values, and mission.
• Creates high-quality written content across various mediums, such as lead pieces, website copy, brochures, mailers, invitations, and social media content.
• Conducts research on student demographics, interests, and competitor institutions to ensure content resonates with the target audience.
• Remains current on higher education trends and best practices in recruitment marketing to inform content strategy.
• Creates appealing, organic video content that attracts prospective students that match the University's target profile.
• Utilizes storytelling techniques to connect with viewers on an emotional level and create a lasting impression of the University.
• Collaborates with various stakeholders such as admissions, athletics, housing, and student life to capture footage and interviews.
• Assists in pre- and post-production of video content.
• Remains informed on current video marketing trends and utilize formats like testimonials, explainer videos, or campus highlights.
• Creates and assists in the management of digital advertising for recruitment to leverage the power of online advertising to attract a qualified pool of prospective students.
• Assists in the development of digital advertising campaigns across various platforms like search engines, social media, and display networks.
• Targets the right audience by utilizing demographics, geographic, and interest-based targeting options to reach students most likely to be interested in the University.
• Creates compelling ad copy and visuals that grab attention, highlight the University's strengths, and encourage actions.
• Analyzes campaign performance using website analytics and ad platform data to track key metrics like impressions, clicks, and conversions.
• Remains current with the latest digital advertising trends and technologies, such as programmatic advertising and retargeting, to maximize campaign effectiveness.
• Maintains and optimizes project management resources, ensuring they are accurate, up-to-date, and readily accessible for all project team members.
• Organizes and categorizes resources using a clear and consistent system.
• Regularly reviews and updates resources to reflect current project statuses; identifies opportunities to improve resource accessibility and user experience.

Requirements

• Bachelor's degree in related field, or the equivalent combination of education and experience.
• Experience writing, editing, and creating content.
• Experience or interest in creating engaging video content (testimonials, explainer videos, campus tours).
• Excellent grammar, spelling, and punctuation skills.
• Excellent communication and interpersonal skills to liaise with different departments and stakeholders.
• Skill in the use of clear and consistent writing style that reflects the college's brand identity.
• Strong organizational skills to manage project resources effectively.
• Ability to maintain and update project documents and materials for easy access by team members.
• Ability to craft compelling and informative written content in various formats (email copy, website content, brochures, social media posts, etc.).
• An eye for detail and a commitment to accuracy.

Nice-to-haves

• Experience in an office teamwork environment.
• Experience with email marketing platforms like Salesforce Marketing Cloud or TargetX Email Builder.
• Experience with digital advertising platforms (search engines, social media) for campaign creation, targeting, and analysis.
• Familiarity with content management systems (CMS).
• Familiarity with basic photo and/or video editing techniques.