| Communications and Public Relations Manager
The Communications and Public Relations Manager will play key role in helping capture increased share of the hearts, minds and imagination of local, regional and national consumers on behalf of the Arboretum. Focus is on increasing awareness and engagement through market research, planning, documenting strategy and delivery of communication themes, content and quality across digital/traditional owned, earned and paid channels.
A core leader within Arboretum Commercial Operations and Guest Services (COGS), and member of the Marketing Leadership team (MLT), this leader and Communications team are charged with reaching and engaging critical internal and external audiences including Arboretum staff, membership and target public audiences. Success will result in increased public visitors, earned revenue, donations, program participation and membership.
An immediate expectation will be leading the modernization of our digital content, and ongoing readiness of staff to assure excellence in writing for engaging cross consumer segment audiences in both digital and traditional channels. Establishing publication schedules that allow for expert proofreading will ensure scientific accuracy and avoid errors in dates, times locations, etc. This role will work closely and collaboratively with IT, Marketing Programs and Arboretum stake holders to assure alignment, brand standard, dynamic, engaging visual and written copy and adherence to writing guidelines in terms of audience reading level and style that is approved by the Arboretum Director’s Council.
JOB DUTIES
Seasonal Communications Messaging, Platform Plan, Delivery and Measurement (15%)
• Lead collaborative process for ideation, planning, creation, approval and delivery of seasonal consumer communications copy and creative messaging
• Work with Communications team, MLT, Cross-Functional Arboretum stakeholders to plan and map annual and seasonal communications and media plan for both digital and traditional platforms including key dates, performance expectations and expenses
Owned Media Planning, Delivery and Measurement (20%)
• Work with the Arboretum Magazine Editorial Manager to establish Arboretum wide editorial board mission, plan, implementation and ongoing success measurement.
• Provide leadership and support to Magazine and E-News Editorial Manager planning, message platform alignment, writing, budgeting, ongoing improvement, management, delivery and success measurement
• Lead Arboretum website home page creative and content development, updates and measurement. Work closely with IT, Marketing Programs and Arboretum stakeholders to establish web and digital key performance indicators, assure brand/message integration and quality
• Provide copy writing support
• Provide Annual Report support as requested by Development department
Earned and Social Media Planning, Delivery and Measurement (25%)
• Working closely with the communications team, lead the planning, documentation, messaging integration, intake process and optimization of the Arboretum’s social media strategy
• Ensure keyword and search optimization for all digital assets
• Work closely and collaborate with IT to assure digital security and keep abreast of new and emerging opportunities to assure ongoing quality and security
Paid Advertising/Promotion Plan, Delivery and Measurement (15%)
• Work with COGS Director and Media Relations lead to establish annual, seasonal advertising needs, plan and budget
• Work with MLT to identify advertising platform opportunities and assure alignment
• Lead advertising plan documentation, creative/copy development, budget and performance measurement/reporting for Seasonal Exhibits, Signature Event promotion (including our annual Gala and Taste and Toast events) and cross-functional, individual business unit funded requests
• Manage relationships with external media partners, negotiate and obtain favorable pricing for Arboretum advertising across all platforms
Communications Team Readiness & Leadership (15%)
• Create and coordinate Communications measurement scorecard with communications team.
• Regular one on one and team meetings with Communications staff
• Create and coordinate ongoing professional development with focus consumer writing for digital and traditional platforms
• Copy editing, writing and one on one support for digital and print
Other Duties (10%)
• Public presentation to industry and trade associations, affiliation groups
• Work with University Media Relations to explore and expand promotional opportunities to students, staff, alumni and natural markets of the University of Minnesota.
• Collaborate with other Gardens, Museums to identify best practices and opportunities to improve Arboretum communications |
