DIRECTOR OF MARKETING & ADMISSIONS - Candidate Brochure - RSAcademics
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Headmaster’s Message Thank you for your interest in applying for the role of This is a particularly exciting phase in the Dragon’s Director of Marketing and Admissions at Dragon School. history. We have recently launched QUEST, an optional As one of the country’s leading independent schools, enrichment curriculum to replace the more traditional the Dragon places high expectations on all its staff and Saturday morning curriculum. QUEST is open to both day demands that the whole community works together and boarding children and will provide the opportunity for to ensure that the School remains at the forefront of our young Dragons to experience a wide range of new and educational excellence and innovation. Although the inspiring activities. The academic and pastoral benefits for Dragon is the UK’s largest co-educational boarding and the children will be plentiful, whilst providing flexibility and day preparatory school with around 600 day pupils and choice to meet the diverse and evolving needs of modern 200 boarders, its deeply personalised approach to each Dragon families. As with all adventures, QUEST will be child, and its ethos of inclusivity, openness and tolerance, driven by several key principles: discover new interests; encourages day pupils and boarders to enrich each other’s develop new skills; dare to do something new. school experience. Alongside QUEST, we are providing a more flexible The Dragon is a school where the extraordinary is regarded boarding offering. Whilst we remain committed to our as ordinary. We believe in teaching children ‘how to learn’ flagship full boarding programme, which attracts families rather than just ‘what to learn’ and our friendly and open- from a diverse range of locations and backgrounds, we minded ethos permeates across all areas of the School. have recently introduced additional, more flexible, boarding This approach, coupled with the School’s outstanding track options for local families. This is proving to be highly record of success, sets the Dragon apart. Our success can popular, with 75 day children now undertaking some form be measured in a number of ways: our innovative approach of flexible boarding, alongside our vibrant full boarding to learning; the number of scholarships awarded to leading community. We will add weekly boarding to the offering senior schools; a highly successful bursary campaign from September 2020, and this is being matched by that provides funding for a number of pupils every year investment in the refurbishment of our boarding houses. that otherwise could not afford to attend; and the School’s If you enjoy belonging to a strong and mutually supportive most impressive list of eminent alumni extending across community and seek a leadership role that will help to a range of sectors. The School also has a market-leading shape the future of our School, we very much look forward social impact programme which informs all areas of the to hearing from you. curriculum, introducing pupils to a wide range of initiatives, including philanthropy. Dr Crispin Hyde-Dunn Headmaster
Dragon School was founded in 1877 to educate the sons of University of Oxford academics, or ‘dons’. From these modest beginnings, the School has grown to be an internationally renowned co-educational independent day and boarding preparatory school for over 600 boys and girls aged 8 to 13. In September 1995, Dragon School (which has charitable status) opened a Pre-Prep School for a further 200 children aged 4 to 7. Located in North Oxford, Dragon School is regarded as one of the UK’s leading independent schools. It has achieved the highest recognition by the Independent Schools Inspectorate and when last inspected was found to be ‘Excellent’ in all areas of teaching and pastoral care and ‘Exceptional’ with regard to ‘the quality of pupils’ achievements and learning’. When pupils leave the Dragon at the age of 13, they move on to a wide variety of the finest senior schools. A strong and vibrant alumni community, known as Old Dragons, ensures that former pupils (as well as staff and parents) continue friendships into their adult lives whilst retaining a strong link with the School. An impressive and broad curriculum and co-curricular programme, together with a vibrant weekend provision for boarders, is set to expand further through the introduction of QUEST in September 2020. The introduction of weekly boarding at the same time will supplement the current flexi/day and full boarding offer, allowing more pupils to experience this exciting and important part of Dragon life. The School has embarked on an exciting new period of development with further significant investment planned in boarding and the building of a new music school in 2020. This new chapter in the School’s history will coincide with the School’s 150th Anniversary in 2027.
The Director of Marketing and Admissions is a new role with responsibility for the planning, development and implementation of marketing and pupil recruitment strategies for all points of entry to Dragon School. Reporting directly to the Headmaster, the Director of Marketing and Admissions will be a full member of the School’s Senior Leadership Team and will manage their own marketing and admissions department. Within the Admissions Office, the Registrar, Admissions Assistant, and Admissions Secretary oversee the day-to- day admissions processes. In addition, the Dragon has an established Development and External Relations Office, which is engaged with regular school communications, events and fundraising. The Development Office connects with current parents, as well as alumni, known as Old Dragons (ODs). The role of Director of Marketing and Admissions has a significant strategic element. The successful candidate will provide senior-level marketing and admissions expertise to develop and deliver outstanding marketing and pupil recruitment strategies. The postholder’s primary responsibility will be to embrace the future vision of the School and support its ambition to be market-leading, as the school of first choice for parents locally, nationally and internationally. In consultation with the Headmaster and Bursar, the postholder will create a strategy which draws together the marketing and admissions strands of the School and delivers a plan to drive the Dragon forward, engaging new markets and extending the reach of the School. Based on appropriate research and data analysis, these plans will set out both the short and long-term targets, priorities, timetable and resourcing of marketing and admissions activities. This will be supported by the articulation and promotion of the Dragon brand, conveying the School’s distinctive qualities and provision to prospective parents and pupils, both in the UK and overseas.
The ideal candidate will have a proven track record of success in marketing and admissions in a strategic leadership role in an independent school. However, applicants who can demonstrate strong experience in strategic marketing, communications, general management, customer relationship management and people leadership in a comparable organisation are also warmly encouraged to apply. The successful candidate will have knowledge or understanding of the educational landscape in the UK and a keen sense of the factors which lead parents to consider and invest in independent day and boarding education for their children at a prep school level. Knowledge or experience of international pupil recruitment would be advantageous, although is not essential. The successful candidate will have empathy with the Dragon’s ethos and aims and will be comfortable with placing this at the heart of the School’s marketing and recruitment approach. A progressive thinker, he/she will be highly numerate and proficient in analysing and interpreting data, drawing strategic insight from information to identify market trends and direct the future marketing and admissions priorities of the School. He/she will have an engaging and persuasive personality, will be able to engender confidence and forge a team, and will have the gravitas to convince a wide range of stakeholders in a warm and charismatic way. The successful candidate will be an excellent ambassador for the Dragon, both in the UK and overseas, and will adopt a solution-driven approach to the application of marketing and admissions principles for the School. He/she will consider the perspectives of target audiences and the dynamics of the highly competitive marketplaces in which the Dragon operates for recruiting both pre-prep and prep school day and boarding pupils.
Responsibility Areas • Undertake regular market and competitor research and analysis to inform future plans. To develop and create a marketing and admissions strategy Working closely with the Registrar: which derives from the School Development Plan and • Meet and, where possible, exceed the School’s targets delivers strategic thinking for the marketing and admissions for pupil recruitment, establishing an effective recruitment processes, as well as the customer journey, and hence: strategy across all year groups and geographies. • Create and implement key marketing and admissions • Oversee the management of all correspondence with initiatives which align with the developed strategic prospective families from initial point of enquiry to marketing and admissions plan and which focus on driving admission/rejection, ensuring timely and appropriate enquiries to the School (sales-driven marketing) and contact with prospective families is maintained throughout maximising conversion rates (admissions best practice). the admissions journey. • Develop and execute pupil recruitment strategies to • Ensure effective follow-up systems for all enquiries, tours, ensure the School’s targets are met (by entry point and registrations and offers are in place and applied. type) and a first-rate customer experience is provided. • Monitor, and respond to, key market trends in • Research and develop new opportunities and pupil recruitment. channels for marketing the School in Oxfordshire and • Analyse, forecast and report on key pupil admissions neighbouring counties, London and the rest of the UK, data and statistics, revising strategies and tactical plans and internationally. where appropriate. • With a focus on external recruitment marketing, develop • Systematically and regularly review and develop a coherent and cost-effective strategy which articulates admissions procedures after monitoring the results and the School’s key messages and raises its profile in effectiveness of all activities. relevant markets. Management and relationships will include: • Develop an effective and appropriate feeder school strategy which manages these relationships through a • Line management responsibility for the existing team programme of visits and activities, and establish and with potential to expand, in agreement with the manage an efficient feedback system to these schools Headmaster and Bursar, to meet the strategic and regarding their former pupils’ progress. operational objectives. • Develop and implement an internal marketing programme • Lead, motivate and develop the Marketing and to maximise retention and manage the seamless transfer Admissions team, providing support and mentoring of pupils from one part of the School to the next. as required. • Manage all elements of the brand to ensure that it reflects • The postholder will also work closely with the Director of the values, ethos and objectives of the Dragon and that it Development and External Relations whose department is consistently implemented across all media. is in the process of establishing further links with former pupils and implementing fundraising initiatives. • With a focus on recruitment and retention-driven marketing, manage the School’s current ‘advertising year’ • Accountability for all the budgets associated with and make recommendations for when, where and how to marketing and admissions activities, reporting regularly advertise, both in print and online. on progress to the Headmaster and Bursar. • Direct, manage and produce external marketing collateral • The postholder will attend SLT, bursary and governors’ including the prospectus, promotional literature, digital meetings and report on aspects of marketing and marketing campaigns and the website. admissions activity, making strategic recommendations and tactical adjustments as required.
PERSON SPECIFICATION
A graduate or someone with equivalent professional • Intelligence and commercial acumen with the ability experience. The key skills, abilities and knowledge sought to take a strategic view. Fluency in presenting and will be an appropriate balance of the following: defending a case, with clarity of analysis, expression and • An understanding of the aims of independent reasoned argument. education in general and the Dragon in particular, with • A depth of knowledge and understanding of the a willingness to place the School’s vision at the heart of power of branding, image and style - recognising what any communication approach. influences customers and persuades families to choose • Highly developed leadership skills with the gravitas, a school for their child. An appreciation of how to use energy and ability to direct, motivate and guide others different media to best effect with different audiences. and to bring about change in an inclusive and fruitful way. • The ability to adapt to new situations, address • Strong interpersonal skills with demonstrable ability problems from new perspectives and manage change to build rapport and communicate persuasively with in a thoughtful, positive and inspiring way. people from different backgrounds, possessing a natural • Reliability: attention to detail, meeting deadlines and instinct to listen and to empathise. The capability to write budgets; persistence in following through multiple and verbalise key messages in a clear, convincing and projects over long periods. inspiring manner. • Competence in standard Office software • Proven experience in marketing and preferably (word-processing, presentation and spreadsheet admissions. In-depth knowledge of best practice in packages). An understanding of, and an ability marketing, admissions and/or customer service, together to interpret, databases and their use in customer with a demonstrated ability to establish and implement a relationship management. Familiarity with social sound marketing and customer-facing strategy. media platforms and their effective use in a • An analytical and intelligent mind, capable of communications strategy. undertaking independent research into areas such as competition, the market and customer needs for boarding and prep schools and to use this insight to develop strategies and approaches.
REMUNERATION & TERMS OF EMPLOYMENT
Salary An attractive and competitive package dependent on prior skills and experience but commensurate with the seniority of the post. Negotiable for the right candidate. Hours of work This is a full-time, year-round position with the hours of work broadly determined by the requirements of the post. It is to be expected that occasional weekend and evening work will be required as an integral part of the role. Some overseas travel will also be necessary. Benefits • Paid holiday entitlement is 30 days per annum plus bank holidays, the majority of which is to be taken during the school holidays • Potential for fee remission for children of the successful candidate, where relevant • Contributory pension scheme with Scottish Widows, with a minimum of 4% up to a maximum of 12% employer contribution • Life insurance 3 times gross salary • Meals provided during working hours in term time • Access to the swimming pool during school terms • Access to Cycle to Work scheme vouchers • 24-hour health support line
APPLICATION PROCESS
To find out more about the post or the School in the first Dragon School is committed to safeguarding and promoting the instance, please contact Nina Lambert at RSAcademics for welfare of children and young people and expects all staff and volunteers to share this commitment. a confidential discussion: Applicants will be required to undergo child protection screening Tel: 07764 185745 appropriate to the post, including checks with past employers and Email: ninalambert@rsacademics.com the Disclosure and Barring Service. Applications are encouraged as early as possible. An application form can be downloaded from www.rsacademics.com where the post is listed under Current Vacancies. Candidates should complete the RSAcademics application form and email it together with a covering letter of application (both as PDF files please) to Jonathan Barnes at applications@rsacademics.com. Jonathan can be reached by calling the RSAcademics Head Office on 01858 383163 should you have any queries. Applications should be accompanied by a covering letter, not exceeding two pages, which clearly outlines your skills and experience for this role and the reasons why you are interested in applying. Please address your covering letter to Dr Crispin Hyde-Dunn, Headmaster, Dragon School. Closing date for applications: 10.00am on Monday 3rd February 2020 Preliminary telephone interviews: Founded in 2002 by Russell Speirs, RSAcademics specialises in schools, in the UK and internationally, advising on marketing 7th – 11th February 2020 strategy and research, leadership consultancy and the search First round interviews at the Dragon: and selection of Heads and senior staff. Comprising a team of w/c 2nd March 2020 top schools marketing professionals and respected former school leaders, RSAcademics provides a high-quality service Second round interviews at the Dragon: to schools with rigour, experience and warmth. Please visit w/c 9th March 2020 www.rsacademics.com for more information.
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