The role of the Director of Public Relations and Marketing is to promote and advance the college’s mission, vision and goals by building support for the institution and the college brand through the promotion of the college’s major initiatives, programs, publications, advertisements, services, and events to various audiences. The Director of Public Relations and Marketing provides leadership and supervision for the College’s marketing operations, public and media relations, and supports development initiatives.  The director initiates, directs and sustains a college-wide, comprehensive strategic marketing plan coordinating all aspects of internal and external communications.  The director promotes events, programs, and people at Halifax Community College through internal and external sources including social media, newspapers, television and the college website.  The director, along with the President, serves as the official spokesperson for the college.  Supervises the Graphic Designer position.

Essential Functions:

This information is intended to be descriptive of the key responsibilities of the position.  The list of essential function below does not identify all duties performed by any single incumbent in this position.

Strategic Management

1. Develops, executes, implements and evaluates the College’s strategic marketing plan using data and input from the college, community, partner stakeholders, peer institutions, and higher education research.

2. Execute strategic planning as it relates to marketing, the College, Foundation, and programs.

3. Oversees strategic implementation of college-wide social media initiatives.

4. Identifies strategic opportunities throughout the county service area to promote and advance the college, including events such as board meetings, student activities, special events, community functions are targeted advertising.

Communications

5. Develops and enhances relationships with local media representatives, public officials and NC Community College System personnel; maintain those relationships by answering queries promptly, arranging interviews or speakers when requested and being a familiar and involved presence at community events.  Reads and stays abreast of all public information communications from the NCCCS office.

6. Prepares a variety of talking points, briefs, fact sheets, letters, presentations, and publications for the president and leadership team as needed.

7. Attends Board of Trustees meetings and other college and community meetings as directed by the president or VP of Institutional Effectiveness & Advancement and communicates on meeting and board activities to the media and the college.

8. Serves as the official college spokesperson at the direction of the president and serves as point of contact in emergency or crisis situations.  Includes being a member of the college’s crisis communication team as well as coordinating and maintaining up-to-date adverse weather procedures and messaging.

9. Establishes, maintains, fosters and improves formal and informal internal communications efforts.

10. Authorizes, edits and approves the release of public information and photographic images and reviews published media releases and advertisements for accuracy.

11. Develops, writes and produces College publications. Provides photography and video for College use. 

12. Oversees brand management of the College to ensure all marketing communications, recruitment, and general information materials are consistent with institutional messaging and the College’s Style Guide.

13. Connects media personnel to appropriate college personnel for interviewing and information sharing and provides training to college employees for responding to media as appropriate.

14. Serves as college photographer and maintains college photography archive. Schedules and approves all messaging for the college electronic sign and removes messages in a timely manner.

15. Position is responsible for keeping the electronic sign updated on Highway 158.

Collaboration

16. Initially handles all public information requests.  Works closely with President, Vice Presidents, Deans and chair persons to find high-impact promotion solutions to achieve enrollment goals.

Send news-related items to the media.  Post news-related items to the college's social media platforms, as well as send email messages as needed to college students and employees.

17. Collaboration with the WebMaster and post news-related items to college’s website.

18. Collaborates with the President to schedule, execute and coordinate photography, videography, media coverage and reporting of college events, functions and activities.

19. Attends College and community events for the maintenance of positive public relations.

 20. Collaborates with other college personnel, writes, edits and develops information for the college website and college-wide publications, such as such as the college catalog, scripts, external newsletters, annual reports, alumni publication, program-specific promotional materials, graduation materials, and program information.  Ensures that communication materials are clearly written, on-message and promote marking strategies in accordance with college and style guidelines.

21. Develop and maintain marketing standards to be used throughout the College.

22. Ensure all public publications adhere to the marketing standards of the College.

23. Attend appropriate seminars whenever possible.

24. Perform other duties as assigned by the Vice President for Institutional Effectiveness and Advancement.

25. Submit annual performance objectives and complete an annual follow-up process with the Vice President of Institutional Effectiveness and Advancement.

26. Support the College’s Strategic Plan, Assessment, IE, QEP, and SACSCOC Requirements/Principles.

27. Support retention and advising.

28. Serves on college committees.

29. Must be able to work in a college environment.

Budgeting

30. Manages, monitors and reports an annual marketing budget.

Supervision

31. Supervises the Graphic Designer.  Oversees the development and approves all college publications and printed materials that are distributed to the public including: curriculum/workforce development course schedules, annual report (Report to the Community), program of study marketing materials, academic recognition event programs, direct mail marketing material, college stationary and business cards.

32. Must demonstrate interpersonal skills applicable to working with diverse groups of stakeholders.

Other Duties

33. Travel between campus locations and throughout the service region of Halifax and Northampton Counties.

34. Assists in the assessment of ongoing technology and media needs for print and online.

35. Responsible for accurately reporting HCC’s status and relationship with SACSCOC in official institutional publications as cited in the SACSCOC policy statement Institutional Obligations for Public Disclosure.

36. Responsible for archiving digital copies of official publications and making the following archived publications accessible on the HCC webpage: Credit Programs and Student Handbook and Workforce Development course booklet.  

37. Perform other duties as assigned by the President.

 Minimum/Required Qualifications:

Education Required:

Bachelor’s degree in Communications, Marketing, Business or related field, is required from a regionally accredited institution. 

A minimum of three years of experience in public information (marketing, publishing, media, public relations).

Education Preferred:

Master’s degree in Communications, Marketing, Business or related field, is required from a regionally accredited institution. 

Knowledge and Skills: 

Must possess excellent computer skills to include knowledge of Microsoft Office.  Must have excellent oral and written communication skills.

Editing skills, design and layout skills for advertising and publication, photography skills, ability to work with a variety of people and groups.

Physical Requirements:

 Typical office environment, frequently requires standing, sitting, and walking.  Occasionally requires lifting (10-15 pounds), repetitious finger and wrist movement, and reaching both high and low. Constantly requires speaking clearly, hearing, and seeing.  Frequently traveling between buildings on campus, to other centers or off campus to attend meetings and conferences; frequently listening to and talking with stakeholders, faculty, staff, and students in person, by telephone or email; frequently sitting at a desk or workstation using a computer display, keyboard, and mouse.

Equipment:

 Generally, this employee must be able to operate office equipment such as personal computer, fax machine, photocopier, etc.

This employee must be able to operate an automobile, as the ability to drive and travel is an expected part of the job.