The Content and Engagement Strategist works with Student Development & Services (SD&S) and Enrolment Services (ES) units to develop and implement strategies for communications with current students and other key audiences. Working with units in SD&S and ES, the Strategist leads the development of annual and long-term communications plans that align with unit goals and which support key areas identified in Place and Promise: the UBC Plan. The Content and Engagement Strategist is also responsible for managing implementation of the communications plan.
As a member of the Student Communications Services team, the Strategist participates in the development of an integrated and coordinated approach to communication with current students. The Strategist also contributes to the development of communications best practices for SD&S and ES and ensures all communications activities and materials comply with UBC standards. The selection of innovative channels that can effectively deliver key messages and meet the needs of primary target audiences is a crucial responsibility of this position.
Communications Plan Development and Measurement
- Working with ES and SD&S units, leads the development of student-focused strategic communications plans that reflect and support achievement of unit goals.
- Participates in the integration of unit plans across the ES and SD&S divisions.
- Coordinates implementation of communications plans; executes strategies and tactics.
- Assesses the effectiveness of established communications plans and makes recommendations for future improvements.
Project Coordination and Management
- Manages student facing communications projects, determines project timelines and budgets, and develops contingency plans to keep projects on track.
- Coordinates workflow between members of project teams, including content contributors, user experience specialists, and external consultants.
- Communicates with business owners with respect to project status and negotiates any necessary changes to timelines or deliverables.
- Actively seeks out partnerships and develops relationships with other campus units and student groups in order to identify and leverage opportunities for collaboration.
- Ensures that messages are delivered in a coordinated fashion across appropriate communications channels.
Communications Channel Selection
- Presents innovative communications channel options and makes recommendations to business owners on selection of tactics to meet audience needs and maximize use of resources.
- Provides opportunities for audiences to choose preferred channels, where possible and appropriate.
- Keeps abreast of audience engagement with social media and deploys social media channels where appropriate to meet communications objectives.
- Collaborates with peer ES and SD & S Communications Coordinators to investigate and test up-and-coming communications channels.
- Educates business owners and others about non-traditional and emergent communications channels including social media.
Digital Communications Projects
- Works with UX / UI coordinators to define project objectives, articulate user needs and identify deliverables.
- Writes and manages web content.
- Works with web designer on selection of and coordinates production for website elements including graphics, photos, and video.
- Develops and maintains web content style guides, standards and templates.
- Plans messaging and coordinates social media postings including recruiting and training contributors to facilitate interaction.
- Schedules and prepares content for UBC digital signage.
- Solicits, compiles and edits content for blogs and e-newsletters.
- Coordinates and prepares content for targeted email communication campaigns.
Non-digital Communications Projects
- Coordinates non-digital communications projects such as the design and purchase of promo items, the production and distribution of banners and posters, and the creation of resource materials to support in-person communications activities.
- Compiles story ideas for internal and external media channels.
- Maintains listings / submissions in campus resources and third-party directories.
- Maintains familiarity with major communications trends, issues, and technologies.
- Functions as a communications resource for ES and SD & D units, sharing expertise and developing intuitive and easy to use materials that allow unit staff to handle some communications tasks independently.
- Performs other related duties as required.
Makes independent decisions and recommendations in areas of prioritizing, planning, and executing communications plans. Exercises judgment and tact in dealing with staff, faculty members, students, and alumni both across the university and externally.
Undergraduate degree in a relevant discipline. Minimum of five years experience or the equivalent combination of education and experience. Proven experience in strategic communications planning and project coordination.
Ability to plan and implement a broad range of digital and non-digital communications projects. Demonstrated ability to work in a project based environment and handle multiple and concurrent priorities. Adept in researching, selecting, testing and measuring traditional and innovative communications channels. Demonstrated understanding of web design and usability best practices. Demonstrated experience in web content development including writing for the web, search engine optimization and digital asset integration. Experience using established and emerging social media channels for communication and audience engagement. Strong analytical skills and ability to use analytical tools, e.g. Google Analytics, to measure success and deliver actionable recommendations. Effective oral and written communication and interpersonal, presentation, and public relations skills. Background in English, technical writing, or other editing experience with English usage, spelling, grammar, and punctuation. Demonstrated leadership and motivational skills. Computer experience and training required include Adobe Acrobat and the Microsoft Office suite. Experience with content management systems an asset. Demonstrated ability to function as a member of a team. Ability to exercise diplomacy, tact and discretion when working with confidential and/or sensitive information and in dealing with various levels of administration and external agencies. Capacity for creativity and innovation; ability to exercise initiative, resourcefulness and judgment. Accuracy and attention to detail. Ability to work independently. Ability to assess own performance and regularly report on project status.