Description
Position at IDEA Public Schools

About IDEA Public Schools :  

 

At IDEA Public Schools, we believe in college for ALL and we are committed to ensuring that   all   our students graduate from college. IDEA Public Schools has grown from a small school to the fastest-growing network of tuition-free Pre-K-12 public charter schools in the United States sending 100% of our students to college. 50% of our students graduate from college in 6 years - that's 3 times the national rate for students in our communities!  

 
IDEA was founded in 2000 as a single school with 150 students in the Rio Grande Valley. When interest exceeded building capacity, to meet the demands, IDEA's co-founders committed to serving more students in the Rio Grande Valley of Texas and beyond. We now serve  over 65,000  students across Texas and Louisiana. Be on the lookout for IDEA schools opening near you-with continued growth in our current regions an d new launches in  Tampa Bay , FL  (2021) ,  and  Jacksonville, FL (2022) !  

 

When you choose to work at IDEA, you are part of our IDEA Team and Family. You will work alongside team members who set and reach ambitious goals every day, are excited to continue to grow with IDEA, and work relentlessly to make college for all a reality.  

 

To learn more about IDEA, check out this   video .  

Role Mission: The Director of Marketing will steward IDEA Public Schools' brand locally and nationally by spearheading IDEA's local and national brand campaigns. They will lead IDEA's marketing campaigns to support student recruitment and enrollment, staff recruitment, and new market entry - all critical components of IDEA's successful growth from 61 schools in 2017 to over 150 schools in 2022. For each campaign, they will drive strategy development and execution of multi-channel marketing plans that include collateral, media placement, video production, website management, and more.

 

Accountabilities:

 

Ensures top performers occupy every seat across team.

• Establishes hiring practices to attract top performers for every role on team, including screening exercises, interview protocols and vetting mechanisms
• Customizes onboarding practices to ensure each new team member is set up for success based on the unique responsibilities of their role
• Develops and executes differentiated professional development focused first and foremost, to build technical capacity, and leadership and management.
• Operationalizes work for team by hosting regular check-ins, strategy meetings, and stepbacks

 

Ensure 100% enrollment by the first day of school at every IDEA school across the growing network by serving as the project manager and business partnership owner for IDEA's student recruitment campaign:

• Establish a marketing strategy to successfully drive towards hiring goals, leveraging the successes of years prior and launching new tactics that ensure successful recruitment growth across diverse communities and markets.
• Work in partnership with the Campus Operations team to conceptualize boots on the ground collateral, and execute design, printing, and distribution (with support from Marketing team members).
• Work with established media partner to plan and place media buys in 7 media markets to support Student Recruitment Campaign; drive execution of materials, which includes writing creative briefs, copywriting, and providing design direction. Media plan will include, but is not limited to mass media, OOH, digital-display and social, direct mail, guerrilla marketing partnerships, and non-traditional media that attracts IDEA's target audiences.
• Track applicant acquisition costs and stay within designated ceilings per region.
• Track applicant acquisition around pre-determined success measures.
• Executing an established e-marketing strategy end-to-end, with a focus on generating and nurturing leads to applicant conversion; includes planning, targeting, set-up, testing, execution, reporting and optimization. Implementing automation program to support scale of audience growth and segmentation.
• Act nimble and prepare to make adjustments week over week based on progress toward goals.
• Create and oversee an analytics infrastructure to track and monitor all efforts across online marketing channels.
• In partnership with the Director of Communications, conduct focus groups to ensure messaging is not only brand-aligned, but also addresses the motivations and barriers of each specific campus community and market.

 

Ensure 100% of staff are hired at every IDEA school across the growing network by June 1, serving as the project manager and business partnership owner for IDEA's staff recruitment marketing campaigns:

• Work in partnership with the Human Assets team to establish a marketing strategy to successfully drive towards hiring goals.
• Work with established media partner to plan and place media buys in 7 media markets to support Student Recruitment Campaign; drive execution of materials, which includes writing creative briefs, copywriting, and providing design direction. Media plan will include, but is not limited to mass media, OOH, digital-display and social, direct mail, and university partnerships that attracts IDEA's target audiences.
• Track applicant acquisition cost and stay within designated ceilings per region.
• Create and oversee an analytics infrastructure to track and monitor all efforts across online marketing channels.
• In partnership with the Director of Communications, conduct focus groups to ensure messaging is not only brand-aligned, but also addresses the motivations and barriers of each specific campus community and market.

Generate Interest Lists of: 1,500 Students and 300 for Staff in New Regions (Year -0) by June 30.  

• Develop go-to-market strategy for each new market, including insights gathering via focus groups, positioning and messaging strategy, and ground softening marketing plan.
• Work with established media partner to plan and place media buys with the goal of brand awareness leading up to recruitment season; drive execution of materials, which includes writing creative briefs, copywriting, and providing design direction. Media plan will include, but is not limited to mass media, OOH, digital-display and social, and direct mail that attracts IDEA's target audiences.
• Track lead acquisition cost and stay within designated ceilings per region.
• Create and oversee an analytics infrastructure to track and monitor all efforts across online marketing channels.

Live IDEA's values

• Believes and is committed to our mission: that all students are capable of getting to and through college
• Is driven by outcomes and results, and wants to be held accountable for them
• Has a propensity for action, willing to make mistakes by doing in order to learn and improve quickly
• Thrives in an entrepreneurial, high-growth environment; is comfortable with ambiguity and change
• Seeks and responds well to feedback, which is shared often and freely across all levels of the organization
• Works through silos and forges strong cross-departmental relationships in order to achieve outcomes.

Qualifications:

• Education: Bachelor's degree required in art or applicable field

• Experience: 5+ years of full-time professional experience required; 2+ years of full-time people management required

 

Compensation:

Salaries for people entering this role typically start between $91.100 and $112,900, commensurate with relevant qualification and experience. This role is also eligible for a performance bonus based on individual and organization goal attainment.

IDEA Public Schools does not discriminate on the basis of race, color, national origin, age, sex or disability, in admission or access to, or treatment of employment in its programs and activities. Any person having inquiries concerning the organization's compliance with the regulations implementing Title VI of Civil Rights Act of 1964 (Title VI), Section 504 of the Rehabilitation Act of 1973 (Section 504), or Title II of the Americans with Disabilities Act of 1990 (ADA), may contact IDEA Human Resources at (956) 377-8000.