Director of Marketing and Communications, WVU College of Law

DUTIES AND RESPONSIBILITIES

The Director of Communications and Marketing at the College of Law (Law) is responsible for assisting the administration, faculty, staff, and/or other personnel with Law’s integrated communication and marketing activities via Web 2.0 social networking, print, radio, television, and any other key media in order to enhance the prestige and goodwill of the College and to ensure that the needs and reputation of the Law are optimized. Key duties and responsibilities include the following:

I. Content Management, Media and Public Relations, and Marketing

The Director manages all Law communications activities, including:

•Develop, implement, manage and affect a comprehensive communications plan for Law, working with the dean, external consultants, WVU Office of University Advancement, and all Law divisions and programs as necessary, including the identification of key goals, target audiences and action items to reach key goals. An integral part of the communications and marketing plan is to build the Law brand and culture among both the internal Law communication and external Law constituents, and to strengthen understanding of Law’s vision, strategy, goals and values by developing consistent, effective communications and marketing programs.

•Regularly gather and maintain current information from Law divisions and programs regarding Law faculty, staff and alumni for use as content in Law communications and marketing materials. Responsible for all content management for Law website/web-based outlets, Law print materials and in all Law communications. Such activity includes, among other requirements, regularly developing and maintaining procedures for gathering current information from Law constituents, interviewing Law constituents, alumni and others, writing, editing and regularly updating content, and serving as a consultant and liaison with divisions and programs in a monitoring role.

•Develop, implement, manage, and affect a sustained, targeted media/public relations campaign for Law, working with the dean, external consultants and Law constituents as necessary. Such activity may include, e.g., (i) pitch letters, interview alerts, press releases, advisory, statements, etc., (ii) reaching out to reporters via phone and e-mail in the context of breaking news or ongoing news stories, (iii) developing materials that might further interest reporters, producers and editors, (iv) identifying appropriate media outlets, (v) regularly scanning media outlets and targeted journalists for relevant stories for which to pitch Law constituents as issue area experts, and (vi) facilitating press conferences.

•Develop, implement, oversee and perform Law marketing activities and strategies to advertise and promote the College. Such activity may include, e.g. (i) conceptualizing effective advertisements and marketing materials, (ii) conduct market research to develop new messages that coordinate with the official message and communication goals of Law and WVU, (iii) determining which are the most important and compelling communication vehicles and metrics (both quantitative and qualitative) that key audiences use in forming their opinions of various business schools. Develop, refine and implement a brand for Law: work with the dean, external consultants and University Advancement to accomplish same, including, e.g. (i) testing brand with target audiences, (ii) producing brand implementation strategy document to ensure implementation through all target audiences; ensure the branding and message integrity of Law in all Law communications materials.

•Oversee/effect registration of any Law logo, trademark, or other intellectual property.

•Play key role in issues management, rapid response management, and crisis communications for Law. Serve as key spokesman for Law in coordination with dean and other senior leadership in Law and WVU.

•Research, understand and stay current on media and public relations and marketing techniques for ABA accredited and AALS member law schools.

•Understand, collaborate with, serves as Law liaison to, and fully utilize services of, the WVU Office of University Advancement. Regularly participate in WVU Key Communicator meetings and activities and report on same to Law leadership.

II. Print Materials-Project Management

In furtherance of the responsibility for content management, media and public relations, and marketing as outline in Item 1 above:

In general the Director of Communications and Marketing is responsible for overseeing and producing a variety of printed communication materials projects for respective Law constituents including, e.g. (i) view books and other student recruitment materials; (ii) faculty promotional materials; (iii) career services brochures; (iv) development and alumni promotional materials, newsletters, brochures, and magazines; (v) center and bureau newsletters, conference mailers and publications; (vi) lecture, symposium and conference ads, programs, and invitations: (vii) Law annual report, etc. Key duties and responsibilities include:

A. Work with Law divisions and programs to accomplish individual projects:

•Work with Law divisions/programs to specifically identify content, design/graphic needs, budget constraints and reasonable deadlines for the project.
•Serve internally as Law project manager and liaison on behalf of the division/program-between Law and outside graphic designer, printer, bulk mailer, and/or various outside vendors necessary for completion of project (collectively, “Vendors”).
•Be responsible for either externally outsourcing or internally overseeing: (i) artwork (e.g., clip art, digitized graphics, line-art, photos), layout, and production of camera-ready paper materials or electronic (CD/DVD or File Transfer Protocol (FTP) site) materials to be provided to Vendors for output for offset printing; and (ii) further design of print materials including, e.g. selecting type and use of type/font, color/ink, paper, embossing and/or foil stamping, folding, perforation, binding, halftone line screen and color separations. Present completed design to Law constituent for final approval.
•Develop production specifications within budget constraints in order to solicit competitive bids from Vendors; this includes, when necessary, writing bid specifications for projects that must go through the State purchasing process.
•Obtain, select and oversee cost estimates from Vendors. Prepare comprehensive cost estimate for entire project within specifications, budget constraints, and time schedule for project. Present to Law constituents for final approval.
•Coordinate receipt of Vendor proofs for final approval by Law. Check proofs and make press checks to insure quality of final product. (This includes suggesting improvements, as needed.)

B. As Communication Director ensures each project progresses in accordance with approved deadlines. Communicates promptly to Law constituents regarding any potential delay. Works diligently to mitigate any such delay. For regularly recurring projects (e.g. view book, annual fund solicitation), establish Law calendar/work plan and ensure prompt scheduling of such projects; communicates same to Vendors.

C. Maintain understanding of industry-current design software, desktop publishing software, and work processing programs, sufficient to successfully manage each project.

D. Ensures designs/graphics of Law print materials comply with WVU standards.

E. Ensure WVU logos, copyright, trademark, and other intellectual property items used in Law print materials comply with WVU standards.

III. Web Management

In furtherance of the responsibility for content management, media and public relations, and marketing as outlined in Item 1 above:

In general, the Director of Marketing and Communications, is responsible for all Law (administration, divisions and programs) web sites, and has supervisory authority over the web master. As such, the Director must have an understanding and knowledge of web site design (including web site architecture, navigation, functionality, and graphics) sufficient to effectively management the Law website and keep the Law webmaster on task.

Key duties and responsibilities of Director, Communications and Marketing, include:

A. Collaborate with the dean and other senior leadership to produce messaging to enhance the reputation of Law.

B. Supervise Law webmaster and work collectively with Law IT Department to develop, implement, manage and effect policies and procedures for the Law website that, among other things, outline (i) how frequently photos are refreshed: (ii) how frequently and by what means content is updated and web site is audited: (iii) the responsibilities of individual divisions/programs; (iv) the manner by which Law will work most effectively with WVU Web Services: (v) the methods to ensure Law web site follows required WVU guidelines
concerning site design, palette and copyright, etc.

C. Work collectively with Law IT department and webmaster to maintain fresh, effective, functional websites for Law.

D. Work collectively with Law IT department and webmaster to stay current on, and produce, other web-related communications, e.g., on-line community for alumni/students, wiki, podcasts, blogs, video and related Web 2.0 social networks.

E. Oversee and publish periodic alumni e-newsletter and bi-annual magazine, including writing content, setting publication deadlines, and managing distribution list.

F. Update and maintain content of Law web sites to ensure content is accurate, current, and relevant. Routinely coordinate with appropriate division and program web liaisons to obtain updated information for web site content. Write or edit language of web site content to ensure accuracy and compatibility with existing content.

G. Manage/oversee Law webmaster in maintaining archive of Law photos in an electronic format. Where appropriate, work as project manager with external parties to digitize class composite and other historic Law photos and determine proper, tasteful, and fresh presentation thereof.

H. Work, when necessary, as Law project manager to engage and oversee external web development consultant(s) to provide various web-related services.

IV. Event Support

Collaborate with event staff to provide communications service including, but not limited to: (1) photography; (ii) publicity/marketing; (iii) press/media relations; and (iv) streaming feeds.

V. Miscellaneous

A. Report directly to the dean and associate dean for administration and finance and serve on various Law committees as assigned.

B. With respect to each specific project, also report to relevant Law administrators/program directors for supervision and to provide project management duties.

C. Oversee Communications and Marketing staff, student employees and interns. Assign, monitor and evaluate projects and engage in performance appraisals, discipline, hiring, time management and related personnel responsibilities.

QUALIFICATIONS

Education/Knowledge

1. List the level and type of minimum education required to qualify for this position not for the incumbent.
•Bachelor’s degree in marketing, public relations, journalism, communications or related field and five years of equivalent experience in a comparable unit is required. A master’s degree and equivalent experience is preferred.

2. What licenses or certification(s) (e.g. electrician’s license) if any, are required for the position? Specifically state the reason for this licensor requirement (supervisor’s preference, state or federal Law, etc.).
•Valid driver’s license

3. What specific skills are required in order to carry out the duties of the position?

Skills

•Superior skills in media and public relations principles and practices.
•Superior skills in communication principles and practices for audiences, both internal and external to our organizations.
•Superior skills in marketing principles and practices.
•Superior writing and editing skills required, including skills in English, grammar, spelling, punctuation, and accepted journalism style
(AP Style Book).
•Superior interpersonal and oral communication skills required.
•Superior skills in project management required.
•Superior skills in planning, organization, teamwork, and time management required.
•Demonstrated computer proficiency for standard office equipment and work processing programs required.
•Knowledge required of (i) desktop publishing/design programs, (ii) standard layout, paste-up, photographic techniques, to sufficient to
produce print publications with internal support and external Vendors.
•Skills in graphic design preferred.
•Sufficient skills required to manage websites and a webmaster (e.g., sufficient understanding of web site and web page development,
maintenance, design).
•Demonstrated skills in effective use of web 2.0 social networks.

Abilities

•Demonstrated ability to establish and maintain effective communication and working relationships across different divisions and
programs within Law and WVU, as well as externally.
•Demonstrated ability to work with clients to identify project requirements and to timely follow-up with clients regarding project
progress, without supervision.
•Demonstrated ability to manage and coordinate concurrent projects.
•Demonstrated ability to supervise others and to assign and review work.
•Demonstrated ability to meet and enforce deadlines.
•Demonstrated ability to function professionally, sometimes under deadlines or stressful and confrontational situations.
•Demonstrated ability to take initiative and work independently to carry out complex assignments.
•Demonstrated ability to complete essential duties and task and achieve required results.

Experience

In addition to the knowledge/education, please describe the type and least amount of prior directly related work experience typically required, if any, for a person coming into this position. Experience listed here is considered as concurrent not cumulative.

Type of Experience Needed

•Progressively responsible experience required in the development and maintenance of a
successful media and public relations, marketing, and/or communication plan (for internal and
external audiences).
•An applicant with established network of media contacts strongly preferred.
•An applicant who can objectively demonstrate his/her work has improved the visibility,
prestige, or reputation of his/her organization strongly preferred.
•Applicants who are selected for an interview will be required to provide a portfolio of internal and external communications samples.

Amount of Experienced Needed (Months/Years)

•Minimum of 5 years.

More details about the position and the application process may be found at http://communicationssearch.law.wvu.edu.

West Virginia University is an Affirmative Action—Equal Opportunity Employer.