Develop and execute integrated marketing campaigns, communications and competitions designed to support:
- Acquisition: Generate and manage qualified leads in market opportunity areas; liaise with Business Development and Inside Sales teams
- Winback: Run campaigns that encourage previous customers to return; liaise with Inside Sales team
- Usage stimulation: Drive the site's content and feature usage (including Home Access) among customers; liaise with Editorial/Production team
- Loyalty and retention: Promote the company's service and teacher training programmes to increase usage and help renew expiring contracts; liaise with Professional Development, Technical Support and Renewals teams
Plan and execute direct mail and email campaigns to achieve set objectives
- Identify, acquire and test effectiveness of new data sources to build marketing and sales pipeline
- Work closely with the Marketing Manager and Email Marketing Exec, Business Development and Inside Sales/Renewals teams.
- Requirement to work with Goldmine CRM system on data, lists and opt-ins
- Write copy and provide creative brief
- Conduct back-end reporting and presentation of campaigns against the plan's goal, tracking conversion rates and results, utilising usage stat tools, providing learning and recommendations and next steps
Develop and execute marketing collateral plan
- Develop new materials to support 'launch' activity around any new product features
- Develop materials that demonstrate the value of the company
- Develop materials that increase usage of the company, to help improve renewals rates
- Develop collateral from creative brief to print/production, working closely with Junior Designer or freelance creative director.
- Write copy that reflects current educational initiatives, trends and language
- Maintain a consistent and accurate brand, message and tone
- Solicit sales, training and production teams for feedback
Maintain the main website and the company's "Free Classroom Resources Area" as lead generation tools
- Promote opportunities to drive qualified lead generation and traffic
- Add and maintaining content, documents and links on website
- Develop regular campaign activity to increase usage of Free Classroom Resources Area and promoting 'next steps'
- Work with editorial team to cross-promote new features and key messages
- Work with the production team to further enhance features and improve functionality of website
- Analyse customer journeys and behaviour to ensure optimised user experience