The Head of Admissions & Marketing plays a critical role to lead, coach and guide the teams responsible for planning, implementing and measuring all aspects of the School’s marketing campaign and to deliver the annual enrolment targets. The School’s marketing strategies and plans should be designed to achieve the maximum number of admissions to the school, as well as to promote the positive image of Eary Years Campus Shanghai (EYCS) within the education community and to attract the best quality staff to our school.
ADMISSIONS 61 Manage all aspects of the admissions process and deliver on annual enrollment targets 61 Develop, execute and regularly monitor admissions plans 61 Enhance and execute key processes (including parental contracts, application fee, tuition fee, uniform, bus, lunch, etc.) to guide parents and pupils through the admissions processes, ensuring a smooth and engaging process. Devise and improve procedures as necessary. 61 Be the *** point of contact for all enquiries regarding admissions, providing all prospective families with a friendly, professional and helpful service from enquiry to entry. 61 Oversee all communication to prospective parents ensuring timely responses of a high quality which are warm, engaging and well-written, and always promote the reputation of EYCS. 61 Conduct school tours for all prospective parents, coordinate all admission tests and arrange interviews with academic staff 61 Manage wait lists, ensuring pro-active ongoing communication with waitlisted parents. 61 Maintain contact and relationship with parents throughout the enrolment process until the *** day of school, always ensuring warm and positive communications. 61 Maintain the pupils database system and ensure all data and files are complete and up-to-date, enabling responsive decision making and accurate forecasting. 61 Produce breakdown of numbers of current pupils and projected pupils by year group for governors, and historical recruitment data to enable accurate projections to be made. Monitor trends to aid planning. 61 Provide reports for – and present at – Board meetings as required, providing high quality and accurate data and forecasts to inform School Development Plans and strategic decisions 61 Provide uniform shop with accurate projected numbers for the next academic year by gender by year group to enable optimum stock purchase 61 Keep abreast of admissions trends in the market especially in competitor schools and provide competitor analysis / reports. 61 Proactively manage referral list and communicate with referrers.
MARKETING 61 Evaluate, develop and implement EYCS marketing strategy and plan (including the website, digital marketing & social media, advertising and public relations) to enhance EYCS’s reputation and achieve overall admission objectives. 61 Develop specific integrated marketing campaigns with timeline, budgets as well as clear roles and responsibilities within the team. 61 Manage Marketing budget and ROI of marketing activities carried out 61 Support internal and external events and coordinate special projects as needed, liaising with the academic and non-academic teams ensuring a ‘whole school’ approach. 61 Develop an annual outreach programme that widens the school’s network and positive relationships and reputation in and with the community 61 Constantly review the market and identify new trends and competitors that might impact performance 61 Act as brand guardian and ensure that all materials produced are consistent with the brand. 61 Actively represent the school in local community, business and networking events, always promoting the reputation of EYCS.
LEADERSHIP 61 Lead and coach the marketing and admissions team to deliver against targets and to always ensure delivery of a high-quality admissions process, including responsibility for performance appraisals and development plans to the team are continuously developed and engaged. 61 Work closely alongside the Executive Head of Early Years and SLT to promote a positive work culture and high levels of employee engagement 61 Collaborate with the SLT and all staff to develop a culture where admissions is considered a whole school responsibility. 61 Participate actively in the wider aspects of school life. 61 Develop relationship with other Directors of Marketing and Admissions in the Group and with WCC Central Office to share best practice and promote collaboration. Attend Group-wide Admissions or Marketing meetings as required. 61 Provide training and development for the team 61 Strong performance management skills and ability to grow and lead a high performing team. 61 Work closely alongside the Executive Head of Early Years to operate Huili Fund and Charity Fund.
