Marketing Specialist, GACET (Game Above College of Engineering Technology)
Eastern Michigan University
Location: Ypsilanti, Michigan
Internal Number: 14461
The Marketing Specialist will develop and oversee compelling, well-branded and effective student recruitment communications and other marketing content in print and digital formats for the GameAbove College of Engineering and Technology (GACET). The overall objective is to support the Universitys recruitment efforts and build the Colleges global and regional brand, enhance its academic reputation, and promote Eastern Michigan Universitys strong focus on serving diverse and international populations.
Principle Duties and Responsibilities:
Responsible for developing marketing strategies and plans, executing or managing the associated deliverables, and monitoring and analyzing the results of those marketing activities, working collaboratively with GameAbove Marketing, the Office of the Dean, and the Universitys Division of Communications.
Create and oversee innovative social media and digital strategies to increase the visibility of the College, increase awareness of its academic programs, and drive potential students to designated recruitment web pages.
Work closely and collaboratively with the Universitys Division of Communications to ensure cohesive and consistent branding and communications in all marketing efforts.
Develop comprehensive marketing initiative to promote the GameAbove College of Engineering and Technology as a global and regional leader in education.
Drive brand awareness, site traffic and student enrollment through the development and execution of digital marketing strategies and plans, including (but not limited to) SEO, Google Ads, paid and organic campaigns, and influencer engagement. Track results of the plans and adjust as needed to maximize impact.
Reach an external audience of business leaders, influencers, and media through distribution of a newsletter, publications, videos and podcasts to increase awareness of the GACET brand. Collaborate with leadership from the College, EMU Foundation, and GameAbove to build an extensive, high-quality mailing list for these materials.
Coordinate participation in major industry events such as the Detroit Auto Show to grow GACET brand and enhance its reputation as a global leader in high-tech fields such as autonomous vehicle technology and security, aviation, and cybersecurity.
Identify and develop relationships with strategic partner organizations such as corporations, foundations, and companies in the engineering and technology industries to support the student experience in the GACET.
Participate in daily communications and weekly team meetings with GameAbove Marketing and the Dean of the GameAbove College of Engineering and Technology to share initiatives and activities, and participate in a review and approval process with those teams and with the University Communications Office in the development of advertisements, social media posts, digital campaigns, and other marketing initiatives.
Work closely with the EMU Foundation to support fundraising initiatives and the development of strategic partnerships with alumni and supporters.
Work collaboratively within the GACET to identify internal news and accomplishments, source photo/vides elements, write/develop content and storytelling as needed, and maximize distribution and coverage of content.
Develop high-quality brochures, booklets, fact sheets, posters, pop-up banners, advertisements, and other marketing materials to support student recruitment efforts.
Create, manage, and implement production timelines and marketing tactics, including email outreach, web updates, social media marketing, print materials, and planning for major student recruitment outreach events.
Manage the web and internet presence, including content creation and control, and provide guidance to GACET departments regarding their respective websites to ensure a unified brand and student recruitment focus.
Generate ideas and build rich content for campaign landing pages and academic program websites identified as strategic priorities. Write for SEO optimization, including all metadata.
Ensure a cohesive look and feel across all GACET marketing efforts that works in concert with the Universitys brand and style guides through collaboration with the Division of Communications, Enrollment Management, and Admissions.
Identify and monitor market competition, perform informal market research and analysis, and remain informed of market trends and best practices.
Monitor annual budget for marketing initiatives within the GACET, keep leadership informed of any significant budget adjustments or concerns, and end the fiscal year without any shortfalls. Follow proper University procedures for all purchasing and financial matters.
Perform related duties as assigned.
A Bachelors degree in marketing, public relations, communications, or a related field is required; an advanced degree is preferred.
At least three years of progressively more responsible experience in a marketing-specific role for a medium to large-sized organization is required.
Exceptional verbal, written, and interpersonal communication skills, and a collegial, collaborative management style are required.
Demonstrated experience in quickly and accurately producing high-quality, well-branded, integrated and effective marketing materials, including promotional brochures, flyers and website landing pages is required.
Excellent and demonstrable writing, proofreading, presentation and event management skills are required.
Ability to work in a fast-paced, highly-matrixed environment with changing priorities, while demonstrating a calm and confident demeanor, with excellent time management and multitasking abilities.
Proven digital and social media skills, knowledge of current trends and best practices, and ability to drive positive results and engagement. Solid understanding of analytics and measurement is preferred.
Working knowledge of Photoshop, InDesign, video editing, and website content management systems is preferred.
Must be highly proactive and self-motivated, team oriented, creative and resourceful. Proven experience working successfully with cross-functional teams.
Knowledge of higher education and experience in a highly complex organization is preferred.
Professional portfolio reflecting experience detailed above is required.
Since its inception, Eastern Michigan, first as a Normal School, then as a College and finally as a University, has grown and developed to respond to the ever-changing needs of society. Over the years, EMU has educated thousands of sons and daughters of Michigan, the nation, and the world. The University currently serves 23,000 students who are pursuing undergraduate, graduate, specialist, doctoral and certificate degrees in the arts, sciences and professions. In all, more than 200 majors, minors and concentrations are delivered through the University?s Colleges of Arts and Sciences; Business; Education; Health and Human Services; Technology, and its graduate school. Eastern Michigan?s exceptional faculty, students and alumni include CEOs from major businesses; a National Student Teacher of the Year, National Teacher of the Year, numerous Fulbright Scholars and Milken Family Foundation National Educators award winners; and several Michigan Teachers of the Year.