APU American International School ★ 3.3

JOB PURPOSE

To raise the visibility of the APU Schools by carrying out an effective marketing and communication plans in order to:

• Attract new students across the Schools’ portfolio and publicise the strengths of the academic faculty, school facilities and services,
• Promote the profile of the Schools as a whole to external audiences,
• Apply customer and market insights combined with creative thinking to define and shape the school proposition to maximise appeal and relevance within the local market,
• Develop the school marketing strategy including product development, multichannel communication plans and parent/student engagement programmes to support enrolment growth.

JOB DESCRIPTION IN DETAIL

1. Marketing Communications:

a) Website and other e-marketing communications: e-newsletter, social media accounts, web content, etc. Providing ideas and input into the development of new e-marketing materials.

b) Marketing collateral and publicity material: Writing and producing marketing material (brochures, posters, flyers, etc.) for the Schools’ programmes.

c) Public relations:

• Liaison with academic and administrative staff to request and collate information for inhouse publications
• Proactively searching out information for PR purposes
• Liaison with, and providing information to, the media
• Maintaining a photo library and arranging external photo shoots and filming with students as well as in-house photo shoots with School staff and students
• Updating the School’s PR notice boards.

d) Advertising (printed media, outdoor and new media):

• Be in charge of new advertising campaigns
• Conduct proofreading, copy writing, editing copy and information collection.

e) Exhibitions and clients pitching/visits

• Coordinating the School’s presence at exhibitions
• Representing and promoting the Schools at various events and providing market analysis post-events.

f) Event

• Assistance and coordination at Open Days of the School
• Coordinating the School’s annual graduation/prize-giving
• Marketing support for the School’s annual activities
• Coordinating School events in relation to major accreditations and audits.

2. Market analysis & planning and new programme development:

• Input into the Schools’ marketing plans: gathering market intelligence and working with the Management to analyse results in relation to the Schools’ marketing plans. Planning, researching and coordinating the school’s promotion, liaising with relevant parties both internally and externally.

3. Market Intelligence:

• Gathering information on competitor schools and programmes. Gathering information on our programmes for use in rankings and other forms of market analysis.
• The post holder will, from time to time, be required to undertake other duties of a similar nature as may reasonably be required by the Management. There may be occasions when the post holder’s role and skill set may be required elsewhere within the School, so flexibility will be essential.

• At least 5 years’ experience in the field of marketing (Desirable Work Experience in the field of Strategic Planning/ Consumer Marketing / Digital Marketing / Events management / PR)
• Enthusiasm for the company and industry
• Excellent communication/presentation skills
• Excellent work ethic
• Good ICT skills (familiar with Microsoft Office)
• Excellent spoken and written English
• Full-time Position with some occasional evening and weekends working required

BENEFIT

• Annual leave
• Social insurance as stipulated by Law
• Competitive and negotiable salary