Marketing Specialist - Frost Music

Coral Gables, Florida
May 30, 2017
Institution Type
Four-Year Institution
The University of Miami is considered among the top tier institutions of higher education in the U.S. for its academic excellence, superior medical care, and cutting-edge research. At the U, we are committed to attracting a talented workforce to support our common purpose of transforming lives through teaching, research, and service. Through our values of Diversity, Integrity, Responsibility, Excellence, Compassion, Creativity and Teamwork (DIRECCT) we strive to create an environment where everyone contributes in making UM a great place to work. We are one of the largest private employers in Miami-Dade County; home to more than 13,400 faculty and staff from all over the world.

The Marketing Specialist will develop and manage marketing strategies, digital campaigns, events and communication activities designed to effectively promote the programs, faculty, and services of the Frost School of Music. The individual will work with the communications and events team, students, staff, faculty, vendors and contractors as needed. The Marketing Specialist will assess the success of all marketing efforts, will serve as a writer/producer for internal and external communications, and will also manage the development and production of external publications and collateral materials. Under the guidance of the Communications Director, the incumbent will be responsible for developing and implementing integrated marketing, promotional and advertising campaigns to support the recruitment, promotion and development of the School’s initiatives, as well as managing other campaigns to support the School’s marketing strategies. The Marketing Specialist will work with the Director of Events on all aspects of event production (from concerts to conferences and more). This position reports to the Director of Communications.

Website & Digital Marketing

  • Researches, creates and implements the FSOM social media strategy and posts. This includes producing, maintaining and updating content throughout the Frost School of Music website and all social media to ensure information is posted in a timely fashion and is accurate and relevant with the current trends and interests of various audiences seeking information about the Frost School of Music.
  • Develop strategic marketing campaigns across all social media platforms. This includes the design, content and maintenance of relevant content on social media platforms such as Facebook, Instagram, Twitter, YouTube, Vimeo, Snapchat, and LinkedIn.
  • Assists in the development and scheduling of the Frost School of Music email and direct mail campaigns.
  • Works with FSOM video production staff to distribute and place FSOM videos on variety of external and internal channels in order to reach a greater audience of potential students, donors and alumni.
  • Measures marketing results against key performance indicators (KPIs) to ensure that efforts have generated awareness, interest, and enrollment from prospective students.
  • Monitors information to assure that web sites are accurate, timely and in compliance with the needs and interests of various audiences seeking information about the organization.
  • Devise strategies to drive online traffic to FSOM website.
  • Responsible for planning and budgeting all digital marketing.
  • Recommend novel and creative growth strategies.

Marketing & Branding:

  • Ensures Frost School of Music (FSOM) branding is consistent across all marketing mediums and initiatives with the direction from the Director of Marketing & Communications. This may include email signatures, stationary, concert templates, brochures, business cards, advertising, and more.
  • Conceptualizes new local, national and international marketing strategies to promote the FSOM, which includes partnerships, events, materials and more.
  • Participates in the development of advertising messages and promotional campaigns for the organization.
  • Proofreads marketing materials for clarity, style consistency, spelling and grammar.

Event Planning, Production, and Management

  • Works with the Director, Corporate Relations and Events to develop clear strategies and objectives for each event.
  • Directs the timeline of activities from inception to successful completion in consultation with the Director, Corporate Relations and Events.
  • Works with the Director to coordinates the organization and planning of all events by creating timelines, checklists, and itineraries for guest artists, on-site vendors, production crew, and events team.
  • Works with artist/artist management to book all aspects of travel including flight, lodging, and ground transportation.
  • Conducts research on potential artists and communicates with artists and/or their management to determine their availability and fees.
  • Handles all aspects of contracts for artists and collaborative partners and follows it through the appropriate channels for approvals and signatures.
  • Coordinates the greeting of guest artist with Frost faculty and serves as contact person when artists arrive on campus, should faculty member not be available.
  • Attends and serves as the on-site assistant to the Director to help with all key individuals/vendors involved in his/her assigned events including, but not limited to, Winter Wonderful, donor receptions, etc.
  • Coordinates production logistics for events including facilities, audiovisual equipment, backline, and lighting by acting as liaison between artist management, Frost School of Music production staff, and third party production vendors.
  • Coordinates, orders, and picks-up catering for artists’ hospitality needs and sets-up green room for sound checks and performances.
  • Process checks, ensure artists’ payment, and document receipt of payment.
  • Negotiates estimates provided by vendors, manages vendor documents and contracts, and creates purchase requisitions and purchase orders.
  • Conceptualize design and décor concepts for events
  • Backs up the Director, Corporate Relations and Events in his/her absence.
  • Provides support for event set up and break down including transporting materials to and from site location.
  • Works with Communications staff to debrief/archive each event to include invitation lists, attendance lists, cost breakdowns, samples of printed materials and vendors.

Marketing Research:

  • Researches competing schools with a focus on recruitment, promotion/marketing, social media, festivals/concerts for best marketing practices.
  • Creates, manages, and measures Google AdWords search and display advertising digital marketing activities, including social media presence, display and search advertising and retargeting efforts.
  • Plan and execute all web, SEO/SEM, marketing database, email, social media, and display advertising campaigns.
  • Identify trends and insights, and optimize spend and performance based on the insights.

Skills & Abilities:

  • Knowledge of theoretical and practical aspects of marketing, advertising, social media and mass communication to leverage a multi-pronged approach to content delivery required
  • Strong interpersonal skills, as well as excellent written and verbal skills. Copywriting and copy-editing skills strongly preferred
  • Demonstrated ability to manage conflicting priorities required; flexibility required to change scope or shift projects as necessary
  • Strong understanding of marketing tactics, particularly social media and other online advertising
  • Experience in the writing and print production of marketing collateral such as brochures, flyers, trifolds, etc.
  • Excellent project management skills; able to prioritize and effectively manage multiple projects and work independently
  • Detail-oriented with high accuracy level, Ability to be Independent and self-motivated
  • Knowledge of video production preferred
  • Proficient in Microsoft Office including Word, PowerPoint and Excel; strong computer, Internet and social media skills
  • Knowledgeable with Social Tables, Photoshop and InDesign software
  • Excellent time management skills with the ability to multi-task high volumes of work
Education & Experience Requirements:

  • Bachelor’s degree in Marketing, Public Relations, Communications or related field.
  • 2 years related experience, music industry preferred.

Apply online. Position #P00002189

The University of Miami is home to some of the brightest minds in the world. We are committed to educating and nurturing students, creating knowledge, and providing service to our community and beyond. The University of Miami offers competitive salaries and a comprehensive benefits package including medical and dental benefits, tuition remission, vacation, paid holidays and much more. The University of Miami is an Equal Opportunity/Affirmative Action Employer. Come join us!