POSITION SUMMARY:

The Assistant Director of Marketing Communications plays a vital role in advancing the university’s strategic priorities related to enrollment growth, alumni engagement, and brand awareness. This position works closely with the V.P. for Enrollment & Marketing Communications to develop compelling, mission-aligned content that connects with prospective students, current families, and alumni, while reinforcing the distinct value of the university experience. Through integrated, multi-channel campaigns—including email, text messaging, social media, and narrative-driven storytelling—the Assistant Director elevates the university’s voice and guides prospective students through the enrollment journey. Content is strategically designed to inspire action, deepen engagement, and move audiences from awareness to application and ultimately to enrollment. In addition, this role contributes to student retention and success by creating targeted communications for parents and families of current students. These efforts reinforce the institution’s commitment to student achievement, belonging, and holistic formation. Leveraging strategic storytelling, digital engagement, and creative production—including short-form and viral video content—the Assistant Director of Marketing Communications translates the university’s mission, student outcomes, and academic offerings into relevant, high-impact messaging that resonates with today’s audiences.

KEY RESPONSIBILITIES

 

Enrollment Communication Strategy

• Serve on a task force to develop and refine the engagement map for prospective students and their infuencers in pursuit of either a traditional undergraduate, professional, or graduate degree.


• Develop and write email and SMS/text messaging campaigns for prospective students and their families throughout the recruitment funnel.


• Create persuasive copy that supports key enrollment milestones, including inquiry, application, admission, deposit, and orientation.


• Collaborate with the Admissions teams to align messaging with recruitment strategies and enrollment goals.

 

Content Development & Storytelling

• Produce engaging content across multiple channels highlighting current student experiences, campus life, academics, and outcomes.


• Write feature stories, profiles, and short narratives about students, faculty, and programs with a focus on prospective undergraduate audiences.


• Translate complex academic and institutional information into clear, engaging, student-centered messaging.

 

Parent Communications (Recruitment & Retention)

• Develop targeted content for parents of prospective students, helping them understand the value, outcomes, and support systems of the university.


• Create communications for parents of current students that reinforce student success initiatives, campus resources, and retention messaging.


• Ensure messaging addresses common parent concerns such as academic support, career outcomes, faith formation (if applicable), and campus safety.

 

Social Media Management

• Manage the university’s primary social media channels with a focus on prospective student engagement and enrollment growth.


• Develop social media content calendars aligned with recruitment cycles and admissions campaigns.


• Monitor social media engagement, trends, and performance analytics to refine strategy.

 

Video Storytelling & Viral Content

• Identify and tell compelling student stories through short-form video content designed for high engagement on platforms such as Instagram, TikTok, and YouTube Shorts.


• Collaborate with photographers, videographers, and student content creators to produce authentic, student-centered storytelling.


• Capture moments of campus life that resonate with traditional undergraduate audiences.

 

Analytics & Optimization

• Track performance of digital content including email open rates, click-through rates, social engagement, and video performance.


• Use data insights to refine messaging strategies and improve recruitment outcomes.


• Stay informed on emerging trends in Gen Z communication, digital storytelling, and higher-education marketing.