The University of Cincinnati currently has 82 degrees and certificates offered online. More than 6,000 students are enrolled in 100% online learning programs, and more than 10,000 students took online courses in the last year. The Strategic Marketing Leader will play an important role in creating the communication, attraction, and conversion strategy and process that allows Cincinnati Online to communicate with, advise, attract and enroll students, as well as prepare and plan for significant growth.
Under general direction of the Vice Provost and Dean, the Strategic Marketing Leader oversees the full marketing activity of Cincinnati Online, the University of Cincinnati's online learning unit. Through the successful investment of a sizeable marketing budget into lead-generation activities, the Strategic Marketing Leader launches a value chain that will be tracked and evaluated in multiple ways in order to view the progress qualified leads as they move within the advising, application, and admissions process through to seeing them as enrolled students participating in online courses and programs.
The Strategic Marketing Leader must research, develop, and implement a comprehensive and multi-channeled marketing structure with the goal of increasing student enrollments and revenue, while positively shaping Cincinnati Online's identify, profile, and visibility within local, regional, national, and international markets.
The Strategic Marketing Leader reports directly to the Vice Provost and Dean of Cincinnati Online, and guides the overall marketing strategy, activity, direction, and operations of the communication, advertising, lead-generation, and recruitment functions of the unit. Entrusted with a significant marketing budget, the Strategic Marketing Leader must be data driven and business oriented, willing to create a system and process for gathering, analyzing, and driving forward to produce significant and positive returns on the marketing investment. Cost per lead, cost per enrollment, total acquisition cost per student, conversion rates of leads by marketing channel, recruiter contact rates, recruiter conversion rates, and many other metrics will be the measures of impact and value creation. Building a team of marketing managers and marketing coordinators who are similarly concerned with detail, data driven, metrically focused, and analytically oriented will be required in order to meet the scale and need of the online marketing effort at the University of Cincinnati.
Incorporates Cincinnati Online's mission of online education into a strategic and integrated marketing vision for the organization. Financially accountable for the management and investment of a significant budget for a marketing program with the goal of optimizing return on marketing investment. Develops goals and objectives for enrollment planning in collaboration with Cincinnati Online's budget team and with the budget teams of UC's colleges. Oversees the online student recruitment process and vendor relationships for marketing and recruitment to ensure effective management and conversion of prospective students leads. Represents and advocates marketing resource needs to the Vice Provost and Dean, including staffing resources and technical needs.
Collaborates with internal constituents to develop and implement a branding strategy based on student and market research that incorporates the overall institutional vision, mission, goals and strategic plan. Gathers and uses response and enrollment data to benchmark and refine the media mix. Oversees brand control in alignment with UC brand standards. Generates and tracks inquiries from potential students for courses, certificates, and degrees from national, regional, and local audiences. Plans and implements program-specific strategic, and multi-channeled marketing and communication plans for online programs. Develops a marketing strategy that addresses the student life cycle and takes into account Cincinnati Online's priorities including: using customer data to establish optimum, cost effective contact practices, and combining customer data to achieve the best ROI for promotional efforts. Implements electronic and online marketing efforts including: the development, maintenance, and optimization of the architecture and usability of Cincinnati Online's public website, the incorporation of search engine optimization and digital marketing techniques, and the utilization of other social and emerging digital marketing strategies and channels. Performs the planning, placement, organization, distribution, and evaluation of all Cincinnati Online's promotional print, television, web, radio advertising and direct mail marketing. Assists the Vice Provost and Dean in developing relationships with a wide variety of constituencies within the UC community, throughout the region and state, nationally, and internationally, to advance Cincinnati Online's goals and to enhance the organization's image. Coordinates with UC's communication leaders on various public relations and media planning opportunities as they arise.
In consultation with the Vice Provost and Dean, the program directors, and program managers and coordinators, adapts and tailors the organization's strategic marketing vision into a multi-channeled and comprehensive marketing plan for each Cincinnati Online program, estimated at over 3,000 individual marketing activities annually. Develops and implements marketing product strategy, targeting, branding, creative services, print and online advertising, publication distribution, e-marketing, media planning, public relations for online education, quality assurance, and on-time deliverables for all Cincinnati Online programs (product lines). Develops a high-converting pipeline (lead-to-student) of inquiries from a diversified marketing mix that emphasizes strategic deployment of resources to the highest converting lead sources. Evaluates and selects outsourcing opportunities to vendors and contractors for various marketing projects in order to optimize internal and external resources. In consultation with the Vice Provost and Dean, manages all marketing-related contracts.
Develops and implements data-driven, metric-based marketing research, analysis and assessment tools for Cincinnati Online. Oversees staff and external vendors in performing market research, enrollment analysis, and assessment services. Interprets market research data and assists Cincinnati Online's leadership and functional teams in setting institutional and departmental curriculum development priorities for internal and external clients. Uses market research to adjust marketing strategies in order to optimize student recruitment and retention. Plans and oversees program reporting and analysis including campaign media planning, budget allocation, lead source tracking, weekly snapshots of results, and formal semester reports.
Serves as Cincinnati Online's primary advocate for
Internal Number: 27964-en_US
About University of Cincinnati
HISTORY IN BRIEF - The University of Cincinnati is a public urban serving research institution that was founded in 1819 and today is one of the country’s largest universities offering more than 350 academic programs to more than 44,000 students. UC has many top ranked programs in areas such as Music and Arts, Medical and Human-Services, Criminal Justice and more. Located in an urban setting, UC is close to the heart of Cincinnati and allows easy access for students to enjoy all that the city offers. UC is also the alma mater of many notables such as President William Howard Taft; Albert Sabin, developer of the oral polio vaccine; Astronaut Neil Armstrong and Mary Weinberg, 2008 Olympic gold medalist. UC is classified as a Research University (Very High Research Activity) by the Carnegie Commission and is ranked as one of America’s top 35 public research universities by the National Science Foundation. UC jumped 17 spots in the U.S. News & World Report rankings in the past two years alone. In addition to being named a “green university” by Princeton Review, UC has been named one of the world’s most beautiful campuses by Forbes and Delta Sky magazines. Learn more at www.uc.edu.MISSIO...N STATEMENT - The University of Cincinnati serves the people of Ohio, the nation, and the world as a premier, public, urban research university dedicated to undergraduate, graduate, and professional education, experience-based learning, and research. We are committed to excellence and diversity in our students, faculty, staff, and all of our activities. We provide an inclusive environment where innovation and freedom of intellectual inquiry flourish. Through scholarship, service, partnerships, and leadership, we create opportunity, develop educated and engaged citizens, enhance the economy and enrich our University, city, state and global community.