Ed Map, Inc - Remote - Full time
Branding, Messaging and Collateral
Creation of communication templates to be used by various company functions to establish consistent brand presence and thought leadership including but not limited to sales outbound and follow-up templates, customer-facing communications such as release notes and newsletters, RFP responses
RFP template creation and writing of general sections such as executive summary and company overview. As an introductory project, the Director of Marketing will be expected to review a series of past RFP responses by Ed Map and update the template to better support current market dynamics
Evaluation of current website for completeness, accuracy, ease of use, effective use of graphics/ video and mobile access. Development of a phased plan and budget to update the website in stages over calendar year 2017
Competitive analysis of major competitors, maintenance of a competitive information grid and quarterly updates based on sales activities and tracking in Salesforce.com
Sales Lead Generation
Collaborate with the sales organization to establish a robust lead-creation engine to support sales efforts
Devise a plan and schedule for outbound email campaigns to generate leads. The plan should include themes, schedule, and audiences with input from the sales organization.
Utilize a lead generation tool such as Constant Contact in conjunction with Salesforce.com campaign capabilities to manage the email campaigns including a regular cadence of custom, creative outbound communication to targeted audiences, and reporting on success of campaigns.
Explore and propose innovative lead-generation opportunities
Develop and implement a social selling strategy including plan for various platforms and messages style for each, cadence for communication, and monitoring of sources for sales leads, identification of thought leaders with whom the company may benefit from a relationship, and as a source of sales leads. Identification of software or platforms that may automate and support these efforts, development of messaging to be used by sales team members to build their individual social presence. Identify social selling sales training opportunities (either online or otherwise) for Ed Map Sales and Marketing team members.
Management of Campaigns in Company CRM (Salesforce.com): Set-up, management and tracking of campaigns in Saleforce.com to nurture leads from events through opportunity creation and sales finalization with the goal of establishing ROI on marketing investments and resulting direction of future strategy.
Management of outbound email campaigns on a regular cadence until sales suspects “raise their hands” to enter into a conversation with a sales representative. Evaluate lead nurturing solutions such as Hubspot to recommend for future calendar year budgets and implementation.
- Develop company messaging points with input from executive staff and others and maintain messaging guidelines document to be used by company spokespeople in various capacities such as press communications, conference presentations and blogs or articles.
Construct and implement Social Marketing Strategy: including plan for various platforms and message style for each, cadence for communication, and monitoring of sources for industry discussions and company mentions, identification of thought leaders with whom the company may benefit from a relationship. Research and recommendation of software or platforms that may automate and support these efforts
Ownership of Public Relations Strategy and Implementation including developing an annual plan, establishing and maintaining press and reporter relationships, following press stories and themes, leveraging opportunities for press discussions such as conferences or special news cycles. Engage in effective outsourcing when necessary and budgeted such as interns and/or PR expertise.
Management and creation of up-to-date industry standard web design and messaging and strategy with support of technical staff and outsourced entities if needed. Efficient management of internal and external resources in this regard.
Creation of Ed Map Sales Capabilities Presentation to be utilized for sales and promotional presentations including graphical elements and diagrams that effectively explain complex concepts in info-graphic format.
Creation, support and approval of specialized presentations when needed for conference keynotes, sessions or webinars
Conferences and Events
Coordinate with the sales organization to establish an annual conference schedule, conference activities and budget with the objective of furthering market presence, thought leadership and sales opportunities
Identify and inform sales and executive staff of new and relevant conferences to consider
In conjunction with Ed Map Sales and Solutions groups, collaborate with customers to propose conference sessions with customers to be accepted in the conference track rather than vendor tracks of the program
Plan, manages and conduct a minimum of two webinars per year, budget permitting
Organize ad-hoc Marketing customer events such as customer dinners, partner events with publishers or regional presentations
Collaborate with product in establishing a content strategy industry consortium for FY 2017 or 2018
Collaborate with Partnerships Team to assess need for and plan any events collaboratively with partners that may generate additional sales or relationship opportunities.
Metrics and Tracking
Tracks and reports on sales benefits of marketing investments
Tracks and reports on lead generation and nurturing efforts and resulting sales opportunity creation as well as growth of existing client base
Investigate and advise on benefits of Lead Scoring and Marketing Automation tool for FY 2018 or FY 2019
Skills and Competencies
Working in Teams
Collaborates well with others in development of messaging and approach
Advise on new ideas, technology, tools and approaches that will increase effectiveness of Marketing
Demonstrated ability to effectively manage outsourced and internal resources
- Develops high level, multi-year marketing plans
- Ability to identify the best course of action and make recommendations accordingly
- Creation and implementation of unique PR strategy that maximizes market visibility and competitive advantage
Managing and Measuring Work
Sits for extended periods during work hours
Hard Skills and Competencies
Knowledge of appropriate systems and software
eMail tools such as Mail Chimp or Constant Contact
WordPress a Bonus
Experience with Marketing Automation a bonus
Excellent written and oral communication
Graphic tools programs such as 2D design or photo editing experience preferred
Knowledgeable of local and national media
Business documentation writing, knowledgeable of business acumen
Soft Skills and Competencies
Professional attitude and appearance
Tolerant to ambiguity
Able to multitask
Able to effectively lead others
Education and Experience
Bachelor’s degree in related field
Master’s degree preferred
5+ years relevant marketing experience
Demonstrated success in managing multiple initiatives simultaneously
Equivalent combination of education and/or experience
3 to 5 years
Ed Map is a content strategy and logistics company. We were established in 2001 with the vision of serving higher education through service and technology. Our founders sought to bring effective learning content into the classroom through products and systems not dependent on the traditional textbook.