Reporting to the Digital Marketing Strategist, the Digital Communications Specialist will collaborate in developing and implementing strategic plans and tactics to drive awareness and engagement through targeted creative, compelling and branded digital content. Specifically, the role will primarily support the college’s storytelling and engagement efforts by utilizing multiple forms of communication, including, but not limited to, social media, email, web, multimedia, and other emerging communication platforms. They are creative, yet detailed, and appreciates the opportunities that each digital channel presents. The Digital Communications Specialist supports the School's strategic goals and fosters an integrated communications effort.
1. Digital channel content creation: social media, email, website (30%)
Collaborate with Marketing & Communication department colleagues to brainstorm ideas for marketing content that can be used across shared and owned digital channels, while ensuring the content is aligned with objectives and strategies.
Partner with team members such as writers, photographers, videographers, graphic designers to source or develop creative assets that will be used to create and publish content.
Create and execute a variety of content for digital channels including but not limited to: medium-to-long form website copy; copy, graphics and short form video for social media posts and campaigns; content, copy and subject lines for email.
Monitor earned media mentions to identify social media and other content opportunities.
Ensure that the Carlson School visual identity, style guide, and brand voice are consistently and strategically applied across digital channels.
Serve as an advocate for the proper management of the Carlson School brands across the school's various programs, academic departments, and centers.
2. Social media execution: content publishing and community management (30%)
Generate, edit, optimize and publish social media content using organic publishing and a dedicated paid media budget.
Moderate and manage conversations on the school’s primary social media accounts.
Respond to questions and guide users to appropriate people or places across the school and university for answers.
Collaborate with community managers of other social media accounts within the Carlson School and across the University of Minnesota-Twin Cities campus to cross-promote marketing activities.
Manage and update the school’s social media playbook as needed.
Follow escalation and crisis communication processes as needed.
3. Email execution: creation and maintenance of various email campaigns (25%)
Collaborate with Email Strategist to design and implement direct email marketing campaigns including email design/development, testing, performance analysis, etc.
Applies strong analytical skills to improve content and delivery by evaluating metrics such as open rates, click throughs, shares, comments, and other methods of assessing performance.
Ensure high quality and error free implementation, testing and QA of email marketing campaign’s for various programs.
Be knowledgeable with SalesForce Marketing Cloud system capabilities.
Assist in providing school-wide support and training for SalesForce Marketing Cloud to various users throughout the school.
4. Monitoring/Measuring/Reporting (15%)
Track and measure the performance of social media content and campaigns; produce a regular dashboard documenting organic and paid metrics; create ad hoc reports as needed.
Monitor social media discussions and report on emerging perceptions regarding the Carlson School brand.
Share information gleaned from social media with other members of the Marketing & Communications Department.
Monitor activities of competitors to identify insights and learnings.
Track and measure performance of marketing content on the school's website (carlsonschool.umn.edu).
Contribute to regular website dashboards and create ad hoc reports as needed.
Provide analysis of email campaigns such as open rates, click throughs, conversions and provide suggestions to increase metrics.
Contribute to regular email marketing dashboards and create ad hoc reports as needed.
Bachelor’s degree in Communications, Journalism, Marketing or related field and 2 years professional experience; or a combination of related education and/or relevant experience totaling 6 years.
Demonstrated experience with, and a passion for, social media and email marketing (i.e., Facebook, Instagram, LinkedIn, Twitter, YouTube, blogs and discussion forums).
Experience with Google Analytics, Google Tag Manager, and/or other digital analytics platforms.
Solid understanding of performance marketing, conversion, and online lead generation.
Experience writing for digital media.
Experience with Drupal 8 or other content management systems.
Google Analytics Certification.
Basic knowledge of HTML, responsive/mobile design, and web accessibility standards.
Familiar with Adobe Creative Suite and Microsoft Office.
Strong project management, organization, and multi-tasking skills.
Solid analytical and problem-solving skills.
Self-directed and motivated.
Up-to-date with the latest trends and best practices in SEO and SEM.
Excellent time and project management skills. You’re always looking to improve efficiency.
Comfortable in performance marketing, conversion, and online lead acquisition.
Some familiarity with A/B and multivariate experiments.
Internal Number: 335341
About University of Minnesota, Twin Cities
The University of Minnesota, founded in the belief that all people are enriched by understanding, is dedicated to the advancement of learning and the search for truth; to the sharing of this knowledge through education for a diverse community; and to the application of this knowledge to benefit the people of the state, the nation, and the world.