High Point University is currently seeking a full-time Web Content Specialist. This position will build and maintain landing pages that support email marketing campaigns for undergraduate and graduate recruitment, and will produce, proof and deploy those campaigns in Slate. The Web Content Specialist will also create and maintain web content for admissions-related initiatives across the University WordPress Multi-Site, interacting regularly with admissions counselors, enrollment marketing staff and web administrators to ensure content is accurate, on brand and aligned with the recruitment cycle. The position will perform data analysis in support of landing page and email campaign performance, and will work closely with the Office of Information Technology to ensure that new pages and forms continue adhering to established University web and accessibility guidelines.
QUALIFICATIONS:
Education
- Bachelor’s degree required, preferably in marketing, communications, journalism, web design or a related field
Experience and Training
- 2 years of experience building landing pages and web content in a content management system, including writing and editing specifically for the web and coordinating, editing and publishing the work of other content contributors; or equivalent combination of education and experience such as marketing, journalism, communications or related field.
- Experience with WordPress required.
- Experience with Slate (Technolutions) required, or demonstrated experience with a comparable CRM or email marketing platform and the ability to learn Slate quickly.
- Experience producing email campaigns, including audience segmentation, proofing, testing and scheduled deployment.
- Experience with Salesforce preferred, including Marketing Cloud, Account Engagement (Pardot) or a comparable Salesforce marketing product.
Knowledge, Skills, Ability:
- Proficient building and editing landing pages in a WordPress multi-site environment
- Skilled in programming languages such as HTML, CSS and Javascript, including email safe HTML and the rendering limitations of major email clients
- Working knowledge of Slate Deliver, Slate queries and populations, forms, and reports, with the ability to build, test and troubleshoot mailings independently
- Knowledge of Salesforce, including how contact records, audiences and campaign data are structured, reported on and moved between Salesforce and other systems such as Slate
- Proficient with Google Analytics, UTM tracking and reporting tools to measure landing page and campaign performance, and to assist with SEO and AEO
- Familiar with landing page best practices for email and paid campaigns, including calls to action, form design, conversion tracking and A/B testing
- Solid understanding of responsive design
- Knowledge of the principles and practices of organizing, writing, editing, and publishing effective web content; information architecture; search-engine optimization; web content management; and web analytics.
- Skilled in Adobe Photoshop and/or Canva to size, crop and optimize images for the web and for email
- Knowledge of web accessibility standards, and of the confidentiality expectations that apply to prospective student and applicant data
- Strong problem solver
- Strong attention to detail and proofreading skills, with the ability to manage concurrent deadlines during peak recruitment periods
- Ability to adapt and learn new technologies and web content management tools quickly.
- Strong organizational skills when it comes to content, campaign calendars and user experience.
- Ability to work effectively as part of a team, to work collaboratively with multicultural populations and to provide one-on-one and group training for admissions staff and web contributors as a collaboration with the Office of Information Technology.
ESSENTIAL FUNCTIONS:
- Builds, tests and publishes landing pages that support admissions email campaigns and digital advertising
- Builds, proofs and deploys email campaigns in Slate, including queries, populations, mailings and scheduled sends
- Creates and maintains web content for admissions related initiatives, including recruitment events, campus visits, application deadlines, scholarship and financial aid information, and yield campaigns
- Partners with Admissions, enrollment marketing and University Communications to translate recruitment goals into web and email content
- Ensures landing pages and emails render correctly across browsers, email clients and devices, including laptops, tablets and smart phones
- Maintains a content and communications calendar tied to the admissions recruitment cycle
- Monitors and reports on page traffic, form submissions, open and click rates and conversion, and recommends improvements based on results
- Positions content based on SEO and AEO best practices and verifies that links, forms and calls to action remain accurate
- Ability to troubleshoot issues with pages, forms and Slate mailings that arise
- Work with IT to maintain website functionality and accessibility standards
- Maintains positive work atmosphere by acting and communicating effectively with students, students’ parents, faculty, co-workers and managers on content and campaign updates
- Other duties as assigned
ACCOUNTABILITY:
- Responsible for the accuracy, timeliness and performance of admissions landing pages and email campaigns
- Responsible for maintaining admissions web content in keeping with University brand and web standards
- Responsible for assisting Admissions staff and other HPU colleagues with web and Slate related requests and questions
- Reports to the Senior Director of Web Services
For additional information regarding this position, please contact Lauren Whitley, Vice President for Communication Management at lwhitle2@highpoint.edu and Corey Lawrence, Director of Web Service at clawren2@highpoint.edu.
