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Under the direction of the Superintendent of Business Services and HR, the Marketing and Communications Manager is responsible for the District’s marketing and communications department, while working with the Executive Director, Department Heads, managers and staff on specific projects that also encompass public relations efforts including, but not limited to: crisis communications, public information, public relations, internal/external promotions and internal/external marketing.
The Marketing and Communications Manager plans, directs, coordinates and controls the District's communications, public information and marketing efforts as it relates to all internal/external activities and programs. The Marketing and Communications Manager is also in charge of completing and directing the research, writing, media selection, preparation and release of public information, public relations and marketing materials to lead the production of positive, pro-active information to showcase the District's internal/external programs.
The Marketing and Communications Manager provides overall management and implementation to the District's communication efforts to generate press releases, publications, promotional items, website updates, and all other journalism, communications, advertising and all other marketing materials/activities/needs that will provide the public with a positive image of the District's efforts in conjunction with the District’s mission, vision and core values.
The Marketing and Communications Manager also plans and develops the District’s marketing plan, which includes, but is not limited to the overall marketing goals and strategies, publications, ad campaigns, media/public/ consumer relations efforts, customer service programs, surveys, perception development/enhancement strategies, marketing plans and strategies for each department (and programs within each department), and dedicates her/himself to assisting all departments in meeting and exceeding their marketing goals.
Essential Duties and Responsibilities
- Employee must develop and implement a comprehensive District-wide marketing plan and update as needed.
- Employee must oversee and manage "branding" for the District.
- Employee must oversee and manage the development, implementation and evaluation of a broad and varied portfolio of marketing and communications programs and services to insure that the needs of the community are being met.
- Employee must establish and implement marketing strategies to achieve the District’s mission, vision and core values.
- Employee must plan and implement target marking plans (i.e. for the Park Place, Hoosier Grove Barn, aquatics, athletics, etc.).
- Employee must develop and implement a long-range strategic communication plan.
- Employee must analyze and report the effectiveness of District marketing strategies on an ongoing basis.
- Employee must direct, formulate, review and update the Marketing and Communications’ department goals and objectives consistent with the Business Department and District’s mission, vision and core values and lead department staff in the accomplishment of these goals and objectives.
Note: All District-wide Marketing and Communication Plans need to be approved by the Executive Director and Superintendent of Business Services and HR.
- Employee must conduct ongoing research and analysis (with other District staff) of customer base to improve service and participation levels via database and surveys.
- Employee must seek, interpret and implement input from the public. Track quantitative and qualitative information from marketing efforts; develop proactive marketing strategies to meet the public’s needs and increase satisfaction levels by working cohesively and collaboratively with District staff.
- Employee must plan and develop market research objectives and conducts market research through surveys, focus groups, needs analyses, attitude surveys and other methods to determine attitudes and needs of the District’s community.
- Employee must monitor emerging demographic, social, cultural and recreational trends to identify opportunities for new or revised marketing for programs, services and marketing outreach.
- Establishes and maintains a demographic database of the District’s community and surrounding area.
- Employee must plan and prepare performance appraisals for appropriate staff.
- Employee must recruit and select employment of Marketing and Communications’ department personnel.
- Employee must prepare payroll for all staff reporting to this position.
Note: Currently this position does not have any direct reports.
- Employee must maintain constant contact with local press, broadcasting networks and other appropriate media.
- Employee must establish and maintain effective relationships with members of the print and broadcast media.
- Employee must serve as an internal and external public relations counselor.
- Employee must promote, organize and stimulate good relationships with community, interest groups and with other agencies serving the area, in the best interest of the District.
- Employee must manage all of the District’s social media.
- Employee must attend District events, as needed to gain a better understanding and/or to work at special events, programs and general District activities. The employee may need to take photographs and/or update social media while attending events.
- The most important events to attend, include, but are not limited to Summer Celebration, Streamwood Stride, Harvest Fest, Park Pride, dedications, etc.
- Employee must prepare and administer an annual marketing and communications’ budget.
- Employee must prepare annual budget projections and monitor applicable revenue and expenses for areas of responsibility throughout the fiscal year.
- Employee is responsible for all of the content for all District marketing pieces.
- Employee is responsible for overseeing all District marketing pieces.
- Employee must oversee and work with appropriate staff, on all marketing and branding materials; including, but not limited to promotional materials, uniforms, forms, letterhead, envelopes, banners, District forms, etc.
- Employee must manage, plan, implement, write, edit and proofread all print promotions, graphic materials and on-site displays; including, but not limited to signs, posters, banners, window displays, bulletin boards, on-hold messaging system, newsletters, news articles, advertisements, flyers, etc.
- Employee must develop effective promotion tools including banners, posters, promotional flyers, and other tools as needed.
- Employee must write press releases, speeches and all high-level District communication and distribute it to the appropriate media contacts, staff and Board, as needed, on an ongoing basis.
- Employee must design, write and distribute the monthly Board and staff report.
- Employee must supervise/manage the entire production process for the seasonal program guides, including, but not limited to, choosing a printer, assist with the layout and design of the pages and covers, writing articles (as needed), proofing page proofs, and any other tasks/duties necessary to insure format consistency and quality.
- Employee must supervise/manage the delivery of the program guide.
- Employee must supervise/manage the production of all marketing pieces associated with the program guide, including, but not limited to, brochures, posters, flyers, etc.
Note: If a Marketing Coordinator is available, that position will handle the majority of the program guide design.
Processes, Policies and Procedures
- Employee must create an effective marketing process, policies and procedures for all aspects of the marketing department (internal and external).
- Employee must work with District employees to improve customer communication/service.
- Employee must develop and maintain a master calendar of events and promotions; and establish an annual calendar of events for promotional scheduling.
- Employee must manage "On-Hold" message program.
- Employee must develop and maintain an identity (brand) for the District, by acting as graphics advisor to the staff.
- Employee must coordinate the marketing and promotional efforts of all departments, while establishing and maintaining good, cooperative working relations with the Executive Director, Department Heads, managers, supervisors, staff, etc.
- Employee must investigate and recommend alternative funding resources such as sponsorships, grants and donations that would assist the District financially.
- Employee must attend Business department staff meetings and other department staff meetings as requested by Department Heads.
- Employee must set and achieve annual revenue goals for sponsorships, partnerships and other alternative revenue sources and solicit advertising revenue for all of our advertising space on District property.
- Employee must coordinate with outside contractors including designers, photographers, printers, etc.
- Employee must oversee all of the content on the District’s website.
- Employee must prepare and/or direct the preparation of board summaries, monthly reports and special reports, as needed.
- Employee must solicit bids on printing projects and handle all printing/production related items.
- Employee must serve as a resource on the purchase of any and all marketing software.
- Employee must maintain print clipping file, photographs, targeted mailing lists, and all other appropriates marketing materials; and develop, catalog and maintain an up-to-date photo and video library for District use, and maintains files and library of all materials produced and resource materials.
- Employee must develop and maintains a photo/video library of District activities, programs, services, parks and facilities, including, but not limited to, the District’s photographer, videographer and/or securing other staff or professionals to provide this service. Upon request, this individual may be asked to provide district photos for related organizations.
Secondary Duties and Responsibilities
- Employee must represent the District while working with schools, sports leagues and other organizations on special projects/promotions.
- Employee must attend meetings and participate with local community agencies, associations and organizations, in the best interest of the District.
- Employee must participate actively in the Marketing and Communications Section of IPRA to stay informed of trends and developments in employee’s area of responsibility.
- Employee must attend professional conferences and workshops to promote knowledge in related areas of responsibility.
- Employee must assist (the Safety Coordinator) in the planning and implementation of a comprehensive public information program.
- Employee must identify, prepare and submit applications for awards and recognition opportunities.
- Employee must maintain a clean and organized work environment.
- Employee must be familiar with and adhere to all policies and procedures outlined in the Full-Time Personnel Policy Manual.
- Employee must perform all job tasks within the rules and guidelines of the Streamwood Park District’s safety program.
- Employee must complete all other duties/tasks as assigned, directed and/or needed.