Appointment of Associate Director of Applicant Marketing and Market Development Leadership
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CONTENTS | 3
Introduction FromTheVice-Chancellor The Role Background Keele Statistics
Strategic Plan andVision An Education that Inspires How to Apply Equality, Diversity and Inclusion People Strategy Living and Working at Keele Employee Benefits
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INTRODUCTION FROM THE VICE-CHANCELLOR | 5
Introduction From The Vice-Chancellor
Thank you for your interest in Keele University. We have developed this brochure to provide job applicants with information about the University, its values and aims which we hope you will find useful and informative.
As we look ahead , Keele will be a University characterised by ‘aspiration and ambition’ – an aspirational destination for students and staff.
Keele has ambitious plans for its future growth and development, building upon its reputation as a research-led campus University with a broad academic base. We are large enough to have high impact and profile, but small enough to sustain our commitment to community and individuals. Whilst being rooted in its locality, the University is international in outlook and character and in the reach and impact of its education and research programmes.
If you believe you have the experience and qualities to contribute to the achievement of the University’s aspirations through its next period of development and growth, then I hope you will pursue your application.
Professor Trevor McMillan Vice-Chancellor
THE ROLE | 7
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We are seeking to appoint to the important role of Associate Director of Applicant Marketing and Market Development. Reporting to the Director of Global Student Recruitment and Admissions, this post is a strategic marketing role with responsibility across the marketing mix with emphasis on applicant generation and conversion, market development, portfolio development and market insight. The successful candidate will have proven experience of shaping and delivering applicant marketing strategies in the higher education sector. This will include raising awareness of Keele and managing conversion throughout the student journey to enrolment. The role will suit candidates that excel in strategic forward planning as key aspects of the role will be to lead on market development and portfolio development opportunities. Role Overview
The Role Associate Director of Applicant Marketing and Market Development
We are seeking an individual with engaging interpersonal and communication skills and with a proactive and collaborative approach to working with colleagues across the University. It is crucial that the postholder develops a genuine appreciation and enthusiasm for the culture and identity of Keele.
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THE ROLE | 9
Main Duties and Responsibilities: • Lead the Applicant Marketing and Market Development teams in creating and delivering a student recruitment marketing strategy, creating campaigns that meet
Personal Development / Performance • Demonstrate a commitment to continuing Personal/Professional Development.
• Provide important insight to the Deputy Vice- Chancellor, Executives Deans, Chief Operating Officer, and Director of Strategic Comms and Brand, to feed into the shaping and delivery of institutional recruitment targets. Develop strong, collaborative relationships to inform institutional planning and identify areas of risk – and their mitigation – in achieving these targets. • Monitor institutional marketing activity to support the achievement of challenging student recruitment targets across all levels of study. Foster a culture of continuous improvement to encourage positive change and enable delivery of successful campaigns. • Direct the creation of innovative student recruitment marketing campaigns, working with external marketing and conversion agencies where required, and liaising with the Strategic Communications and Brand team to ensure adherence with our overarching brand vision and guidelines, and optimal utilisation of our owned channels including social media and the Keele website. • Work with the Deputy Director of GSRA to identify and advise on the structure and format of admissions- related information, advice, and guidance to ensure compliance with CMA or similar legal regulations. • Provide guidance about new courses and markets that may help Keele to meet its strategic objectives and initiate developments in relation to the University’s course portfolio and new international partnerships. Enable the provision of insight and intelligence to shape and inform policy on tuition fees and scholarships, market trends, and new market opportunities.
• Take an active part in, and contribute fully to, meetings and team events within Global Student Recruitment and Admissions, and the wider University.
• Manage the Marketing and Market Development budgets ensuring that all relevant financial, regulatory and institutional policies and procedures are followed. • Seek or continue membership of key relevant national and international fora and committees and build associated relationships to broaden and enhance knowledge. • Undertake other duties as requested and reasonably required by the Director of Global Student Recruitment and Admissions, or the relevant line manager, where they are appropriate to the grade of the post
University objectives across our entire course portfolio. Ensure that all processes are efficient and effective across the team and that return on investment can be regularly measured and evaluated. • Support University strategic decision-making though the development of a full range of market and competitor insights leading to the understanding of how prospective students choose Keele University. Through customer analysis, improve understanding of the Keele prospective student decision making process. • Develop and nurture a high performing marketing and market development team, ensuring staff members have the required knowledge, skills and training to deliver their responsibilities. • Develop a high-performance culture that delivers consistent, high quality recruitment outcomes defined by the recruitment strategy, building capability and capacity where needed in response to emerging trends. • Work closely with Faculties, Schools, and the University Senior Management Team (where appropriate) to ensure institutional development and delivery of new portfolio and partnership options, ensuring that activity is co-ordinated and delivered effectively across the wider University.
• Manage current institutional partnerships and develop new ones in line with the University’s strategic plan.
• Ability to observe and define priorities and timetables in the achievement of strategic and operational objectives.
• Manage significant projects across Global Student Recruitment & Admissions
• Adhere to the University's environmental policy and procedures and seek to promote environmental sustainability within area of responsibility. Equality, Diversity, Health and Safety and Strategy • A strong commitment to the principles and practice of equality and diversity
• Establish resource priorities to ensure that activities achieve measurable impact. Ensure that all activity and promotional resources are consistent with the University’s strategy for its brand promotion and maximise competitive advantage, working closely with Strategic Comms and Brand. • Ensure that all relevant business systems are appropriately managed and deployed; oversee and project sponsor systems development, liaising with IT Services. • Maintain an awareness of national policy developments and legislative changes. • Ensure that comprehensive marketing plans are in place to support prospective student acquisition and conversion.
• Thorough understanding of the Dignity and Respect Policy Statement
• Take reasonable care of the Health and Safety of yourself and that of any other person who may be affected by your acts or omissions at work. • Co-operate with Keele University in ensuring as far as is necessary, that Statutory Requirements, Codes of Practice, University Policies and School/Departmental health and safety arrangements are complied with.
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THE ROLE | 11
Skills/Aptitudes/Competences/ • Understanding of paid, owned and earned media channels and social media and how to use them to attract prospective students and convert them into enrolled student, whilst maximising ROI • Data driven approach to marketing and student recruitment with an analytical mind and the ability to translate insight into actionable strategies Understanding of how to effectively use market insights and research to support the development of new portfolios and courses, new markets, recommend market pricing and also to further develop a strategic approach to marketing and communications to prospective students
Experience • Significant experience of marketing management, covering all elements of the marketing mix
Qualifications/Education/Training • First degree or equivalent
• Marketing or business postgraduate or vocational qualification (for example: CIM or IDM) • Evidence of CPD (for example Chartered Marketer status) • Willingness to undertake further training as required
• Portfolio delivery within a university and partnership development and management
• Proven experience of shaping and delivering applicant marketing strategies, preferably at a senior level • Comprehensive experience of staff management, with the proven ability to lead and motivate teams to deliver targets.
• Excellent interpersonal skills, verbal and written communication with good attention to detail
• Campaign management with expert skills in setting objectives and KPIs and achieving challenging objectives
• Highly-motivated self-starter able to anticipate problems that may arise and use initiative, strategic insight and sector knowledge to deal with issues
• Experience of developing and leading teams and supporting high performance
• Autonomous and independent with ability to make decisions based on comprehensive knowledge of the sector and institutional needs
• Experience of successfully shaping and delivering strategic interventions in a collaborative environment, providing expert opinion and advice to senior managers, working with multiple stakeholders
• Excellent interpersonal and relationship-building skills, and an ability to work with tact and diplomacy to achieve desired outcomes when working with a range of people • Flexible and experienced in meeting deadlines and delivering high-quality work, and able to cope with multiple competing demands
• Project management of large projects for example: CRM or new website
• Ability to be flexible in approach
• Managing processes, procedures and
• budgets in a complex service-delivery environment
• International partnership development within a university setting (Desirable)
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BACKGROUND | 1 3
Background Keele University is a world class campus-based University committed to providing the highest quality learning and living environment in which our students and researchers can flourish
Keele also has high quality teaching; recently assessed as ‘Gold’ in the Teaching Excellence Framework. Keele was the first new post-war UK university of the 20th Century and exemplified the innovation and idealism of the post-war generations, offering bold alternative visions for Higher Education. The University College of North Staffordshire was founded in 1949 and received its Royal Charter as the University of Keele in 1962. There was a deliberate aim to break away from the pattern of the specialised honours degree, avoiding as far as possible the divisions between different branches of study. Whilst there have been changes, the coherence of Keele’s academic vision remains, with continued emphasis on academic breadth through a wide range of elective modules and interdisciplinary degrees, as well as continuing to offer many integrated and combined degree programmes. The most recent REF classified 97% of the University’s research as world-leading or of international importance. The innovations and discoveries of Keele academics are key contributors to wider social and global issues, and it is important to Keele that our educational delivery is research-led.
The University makes a unique contribution to higher education in its continued commitment to encouraging interdisciplinary and multidisciplinary education and research. Keele offers distinctive educational programmes and a learning environment that enables our students to make the most of their time at university. As a result, Keele students are among the most satisfied in the country. Keele has been consistently ranked highly for student satisfaction in the National Student Survey. Keele graduates are highly prized for their flexibility of thought and the maturity of their social skills. The University has one of the best graduate employment rates in the UK, clearly evidencing that our students achieve their potential. 96% of Keele students who graduated in 2017 finding full-time employment or further study within six months (HESA - Destination of leavers from HE 2017).
Keele has connections across the globe. There are over 100,000 Keele alumni in 162 countries. This global network includes senior diplomats and politicians, leading business people and officials in international NGOs, such as the UN. Our research is also increasingly international in its partnerships, with strong links in every continent. The University is committed to honouring its heritage of “a University within North Staffordshire for the advancement of Knowledge, the diffusion and extension of Arts, Sciences and Learning, the provision of Liberal, Professional and Technological Education”. Our links with the region have seen significant growth in recent years, developing the New Keele Deal, unlocking £70m of investment into exploiting the potential of our extensive world-leading research and facilities. With our integrated Science and Innovation Park, we are committed to helping to tackle low productivity and grow a positive culture of innovation and research within our region.
Find out more at keele.ac.uk/discover
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STATISTICS | 1 5
Proud to be
Top 5 IN THE TEF
97% OF OUR RESEARCH WAS CLASSIFIED AS WORLD-LEADING OR OF INTERNATIONAL IMPORTANCE
Top 3 IN ENGLAND FOR OVERALL STUDENT SATISFACTION
96% GRADUATE EMPLOYABILITY HESA - DESTINATION OF LEAVERS FROM HIGHER EDUCATION 2017
6th IN ENGLAND FOR STUDENT SATISFACTION WITH COURSE
35th IN THE GUARDIAN UNIVERSITY LEAGUE TABLE 2021
£45 million INVESTMENT IN SCIENCE FACILITIES ON CAMPUS
600+ Acres A HUGE GREEN AND BEAUTIFUL CAMPUS SETTING
Global Top 25 FOR CAMPUS SUSTAINABILITY
TIMES HIGHER RANKING OF THE TEACHING EXCELLENCE FRAMEWORK 2017 (BROAD-BASED UNIVERSITIES)
GUARDIAN UNIVERSITY LEAGUE TABLE, 2021
UI GREEN METRIC RANKING 2020
RESEARCH EXCELLENCE FRAMEWORK 2014
Find out more at keele.ac.uk/discover/
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STRATEGIC PLAN AND VISION | 1 7
Mission Keele University’s mission is to make a diffe ence in society by providing innovative, high-quality education for students from all backgrounds and by undertaking world-leading research that transforms understanding and brings benefit to societ , communities and individuals.
Our future Our strategic plan is articulated through a clear sense of purpose and knowledge of what our performance needs to be to achieve this. Keele University has a strong sense of community. We recognise how our place in the UK partly defines us and what we do but that brings with it a determination to be global in outlook and international in action. Ultimately, our success comes from our people and the partnerships we forge, nurture and cherish.
Enabling strategies To deliver this strategy, we will have a number of visions, strategies and action plans across the following themes: • Education • Research • Student Experience • People • International • Financial Sustainability
• Estates • Digital • Environmental Sustainability • Health and Wellbeing keele.ac.uk/ourfuture
10,000 STUDENTS AND 2,000 STAFF LIVING AND WORKING ON CAMPUS
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AN EDUCATION THAT INSPIRES | 1 9
An Education that Inspires Keele offers distinctive p r ogrammes and a learning environment that enables our students to make the most of their time at University.
Our programmes are innovative, inspirational and delivered by exceptional staff, with outstanding commitment to high-quality education provision and student-centred experiences. We have extensive outreach and widening participation activity, including being lead institution of one of the 29 OfS-funded NCOP schemes; Higher Horizons+. Colleagues across the institution work with thousands of school-aged students, their parents and teachers, giving guidance on higher education choices and delivering aspiration-raising activities both on and off campus. The campus offers a wide range of co-curricular activities which are an important part of our broad degree offering, which extends far beyond the boundaries of the classroom. With 10,000 students and 2,000 staff living and working on the Keele campus, we are the size of a small town. We have a strong postgraduate community, and have a clear strategy to grow both postgraduate taught and research student numbers.
The University is justly proud of its students and alumni, who set themselves ambitious goals as they seek to make a positive impact on the world around them. Keele was ranked 2nd of all broad-based English universities in the National Student Survey 2019 - out of over 100 higher education institutions. This is the seventh time in eight years that Keele has been ranked in the top three in England for student satisfaction, demonstrating our consistent commitment to delivering an outstanding student experience - year in, year out. We are committed to providing opportunities for all those who can demonstrate the determination to succeed at the University irrespective of their circumstances or background. We offer our students a supportive community and provide financial support when appropriate through generous bursaries and scholarships. Originally a University that offered only interdisciplinary options and an integrated Foundation Year, we have now evolved into an institution where a third of our students continue to study two or more disciplines to completion. We have maintained a thriving Foundation Year, providing pathways to inspirational education that we are proud to offer.
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HOW TO APPLY | 21
How to Apply
For a briefing discussion please contact our retained advisors Sian Gardiner (email@example.com / 07932717458) and Ben Duffill (firstname.lastname@example.org / 07976125010) at The Management Recruitment Group (MRG). Applications should consist of a CV (of not more than 4 pages) and a Covering Letter (of not more than 2 pages) and should be sent to email@example.com and firstname.lastname@example.org .
The closing date for applications is 27th March 2021.
Shortlisted candidates will be invited to interview on Friday, 23 April 2021. Keele University values diversity, and is committed to ensuring equality of opportunity. The university welcomes expressions of interest and applications from candidates from all communities and a diversity of backgrounds. A monitoring form will be sent to candidates as part of the process.
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EQUALITY, DIVERSITY AND INCLUSION | 2 3
Equality, Diversity and Inclusion Keele University values equality and diversity across our workforce and welcomes applications from individuals from all sectors of society. Where there is evidence of under-representation of a particular group in a specific type of role or at a certain grade the University is committed to taking appropriate action to actively encourage applications from that group. The University is keen to support all applicants during the recruitment and selection process where possible and particularly those with additional requirements. Applicants with disabilities are asked to identify in their application if they require any adjustments to the process. If shortlisted candidates have childcare responsibilities, the University may be able to provide on-site care during the interview/selection process, subject to availability. If childcare is not available online interviews can be explored. Applicants are asked to discuss their specific needs with the recruiting manager. The University aims to support employees to balance work/life commitments, which includes giving consideration to requests for flexible working, part-time working, job-share, etc. As a Defence Employer Recognition Scheme silver award holder and having signed up to the Armed Forces Covenant the University supports the Armed Forces and welcomes applications from members of the Armed Forces community (veterans, service leavers, reservists, Cadet Force adult volunteers and spouses of serving personnel).
The University is committed to making Keele a place where learning, living and working is a positive experience for all and currently holds a number of equality awards.
Athena SWAN As a member of the Athena SWAN Charter the University is committed to developing initiatives to advance gender equality. The charter covers women (and men where appropriate) in academic roles in STEMM (science, technology, engineering, maths and medicine) and AHSSBL (arts, humanities, social sciences, business and law), professional and support staff and trans staff and students. At the time of writing the University holds an institutional Bronze SWAN award, 1 Silver award and 13 departmental Bronze awards.. Race Equality Charter The University is committed to addressing racial inequalities and creating an inclusive culture and environment where individuals are able to thrive, irrespective of their race or ethnicity. Keele was awarded a Race Equality Charter award following a first submission in February 2019. Keele is (currently) one of only 17 institutions with an award. Defence Employer Recognition Scheme (DERS) Keele has been awarded a silver award under the DERS to recognise the University’s commitment to supporting members of the Armed Forces Community.
Disability Confident Schem e The University is signed up to the Disability Confident Scheme and has met the criteria to become a Disability Confident Employer which is a demonstration of its commitment to support job applicants and staff with a disability or long term health condition. Stonewall Stonewall’s Diversity Champions programme is Britain’s leading best-practice employers’ forum for sexual orientation and gender identity equality, diversity and inclusion. Keele University is proud to display the Stonewall Diversity Champions logo in our internal and external messaging to demonstrate our clear commitment to LGBT equality. Staff and Student Network The University has established staff and student networks to support its aim of working towards realising and developing equality for Black, Asian and ethnic minority backgrounds (BAME) staff and lesbian, gay, bi-sexual, transgender and intersex (LGBTI) staff.
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PEOPLE STRATEGY | 2 5
To ensure the University’s wider strategic aims are met the People Strategy was launched in 2017 which comprises 5 strategic aims. Being an employer of choice Maximise the potential of Keele as a career destination for all groups. Developing and empowering our sta ff Enable and encourage supportive and effective personal, professional and career development for all our staff, based on academic and service priorities and forthcoming developments. Encouraging and developing innovative leaders Ensure that leaders at all levels support their staff in making a strong contribution to the University. Fostering a culture of inclusion, innovation, engagement and well-being Create a framework for organisational development which reflects the University’s values and which enables cohesion and engagement across the University community. Promote the global outlook and impact of our sta ff Create an environment which values staff from other countries, international experience and a global outlook.
People Strategy The University recognises that its effectiveness and success depends crucially upon the contribution made by its staff and that its reputation, growth and success rely on high levels of staff engagement and performance, at all levels of our institution.
More information about the University’s People Strategy can be found at keele.ac.uk/hr/peoplestrategy
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LIVING AND WORKING AT KEELE | 2 7
Living and Working at Keele
Nestled in 600 acres of countryside in the heart of the UK, many of our students and a number of our staff live, as well as study and work here: boasting a big campus but a small and cosmopolitan community.
Within a short distance of campus, there are activities and opportunities to suit all ages and interests. From monkey forests to theme parks, boutique shops to high-street brands, entertainment complexes to some of the most beautiful landscapes in the UK; our location suits all individuals. For families we can boast some excellent Schools and Colleges in our vicinity, an exceptional hospital and healthcare service and many vibrant sporting and community social opportunities. On campus there is a truly international flavour, as the Keele community is drawn from over 100 countries and a wide variety of cultures. In addition to the Keele Campus we have a number of staff based in satellite sites off campus, including the Royal Stoke Hospital (University Hospitals of North Midlands NHS Trust), the Guy Hilton Research Centre, and the Robert Jones and Agnes Hunt Orthopaedic Hospital in Oswestry. Staff at these sites have access to onsite facilities, alongside access to the Keele Campus facilities.
Close to rural Cheshire, Shropshire, and Derbyshire, the University is located in an ideal position, less than an hour from Manchester, Birmingham and Chester and within 1.5 hours of London on the train. The historic market town of Newcastle-under-Lyme is Keele’s nearest municipality, surrounded by a number of charming villages and hamlets. The vibrant and multicultural city of Stoke-on-Trent is less than 6 miles away from campus, providing cultural and social entertainment in the midst of its prestigious potteries heritage. In recognition of its engaging cultural scene, Stoke-on-Trent was submitted as one of the nominations for the City of Culture 2021.
Find out more at keele.ac.uk/discover/aboutthearea
THIS IS KEELE
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EMPLOYEE BENEFITS AND FACILITIES | 2 9
Employee Benefits and Facilities Keele is committed to providing an environment where staff are highly valued and feel motivated. To support this commitment the University provides a wide range of employee benefits and reviews this offer egularly.
Contractual Benefit Competitive salaries Our salary scales can be found at
Other Benefit Staff Housing We have housing on campus to rent or buy keele.ac.uk/staffhousing Keele Card A campus wide payment card with discounts at many of our catering outlets. NUS Extra Card The affiliation between the University and the Student’s Union means staff are able to purchase a card which allows them to access discounts and offers on a wide range of products and services. Trade Unions The University works with three recognised Trade Unions (UCU, Unison and Unite). Staff can opt to become a Trade Union member and access the range of services and support they provide.
Campus Facilities The University has the following facilities
Childcare We have an on-site nursery and run a nursery fees salary sacrifice scheme for staff. The nursery also run a school holiday club for children aged 4-12 years. More information about our Nursery can be found at keele.ac.uk/nursery Additional Annual Leave Scheme Staff can apply to purchase additional annual leave, the cost of which is deducted from salary over a 12 or 6 month period. Health and Wellbeing Benefit Occupational Health Supporting managers and staff with health-related issues in the workplace. More information can be found at keele.ac.uk/dohs/occupationalhealthservice Staff Counselling Providing counselling support for staff. More information can be found at keele.ac.uk/staffsupport
Cycle to Work Scheme Allows eligible employees the tax-free hire of bicycles and related safety and security equipment. More information can be found at keele.ac.uk/cycletoworkscheme Learning and Development Benefit Learning and Development We offer a programme of Continuing Professional Development for our staff as well as taster courses, such as foreign languages. Keele is one of more than 35 universities and research institutions from across the UK which have backed a pledge to support their technicians. The Technician Commitment is a sector-wide initiative led by the Science Council and supported by the Gatsby Foundation, which aims to help address key challenges facing technical staff working in research. Five target areas have been identified, and the commitment will ensure greater visibility, recognition, career development and sustainability for technicians across all disciplines at Keele.
Holistic Therapies Staff may access a range of therapies on site. More information can be found at keele.ac.uk/hww/holistictherapies Paycare Health Cash Plan Staff can opt to pay in to a healthcare plan which allows them to claim back healthcare costs. Chaplaincy More information about our Chaplaincy and Faith facilities can be found at keele.ac.uk/faith Sports Centre Reduced membership rates for staff and all new staff can get one month’s free membership. More information about our Sports facilities can be found at keele.ac.uk/sport Swimming Discounted swimming at the Jubilee swimming pool in Newcastle-under-Lyme for staff on production of their Keele card.
on campus • Pharmacy
keele.ac.uk/hr/salaryscales Attractive pension scheme More information can be found at keele.ac.uk/finance/payrollandpensions/ pensionstax Annual Leave Generous annual leave entitlement Family Friendly Benefit Family Family leave including maternity, paternity, adoption, parental and shared parental leave for which eligible employees receive enhanced pay. Flexible Working All staff can make flexible working requests.
• GP surgery • Cashpoints • Supermarket • Catering outlets • Newsagents and post office
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