About TABS A growing, Asheville, NC-based non-profit, TABS serves roughly 280 college-preparatory boarding schools in the United States, Canada, and globally. The Association leads a domestic and international effort to promote awareness and understanding of boarding schools and to expand the applicant pool for member institutions. TABS is the one-stop, indispensable resource for educators seeking training, research, guidance, and support on all issues pertaining to the boarding school experience. In addition, TABS is the voice for independent boarding schools, their historical contributions, and the benefits of living and learning in an academic community. For more information, visit www.TABS.org
About NABI At a time of significant change and expanding choice on the education landscape, enrollment challenges for boarding schools have grown much more complex in recent years. The North American Boarding Initiative (NABI) was created to respond to the challenges with an aggressive, five-year initiative funded by member schools to grow demand for college-prep boarding schools among families in the U.S. and Canada and to raise awareness of the profound, transformational, and lifelong difference a 24/7 educational experience offers young people. The integrated, multi-million dollar campaign includes web, social, video, direct mail, events, PR and paid and earned media, and other platforms reaching approximately 200,000 prospective families, as well as key influencer groups, across North America
Reporting Relationship Megan Cartier, Managing Director of NABI and Market Growth
Opportunity Proposition With the charge of increasing boarding enrollment by 10% over five years, you will be a critical member of a team leading the most important and exciting initiative in the history of this organization and sector. In partnership with our advertising agency of record (AOR), you will have the opportunity to develop and bring to life a comprehensive digital marketing strategy and campaign to support both the short-term and long-term success of NABI. This opportunity will draw upon your capabilities as an innovative marketer and leader. This is an internal startup opportunity complemented by the benefits of a well-established, respected organization.
Specific Duties Marketing Plan: Building upon a solid plan foundation, partner with the AOR to outline an initial pilot and a rollout plan for NABI-related paid, owned, earned and shared digital channels.
Campaign Development: Cascading from the plan, partner with the AOR to develop digital components of the NABI integrated marketing campaign. These elements may include: paid and organic search; a new consumer-facing web site and/or web sites specifically designed for our target audience (both parents and students); a content strategy that would both create and curate (from TABS and member schools) digital content that supports the over-arching brand/program promise of NABI; social media; e-mail communications, etc. This work may include social listening, analyzing what is engaging students/parents/influencers and building upon those learnings. Partner closely with the Director, Marketing Data Strategy to maximizing the performance of the NABI CRM platform and associated programs.
Measurement/Metrics: In partnership with the NABI team and the AOR, establish a digital Test and Learn Agenda and Key Performance Indicators (KPIs). Utilize sophisticated analytics to continue to evolve and optimize targeting and content within digital channels.
Leadership/Management: Be the digital subject matter expert on the NABI team and proactively bring ideas/tools forward to help us best connect with our target audience and meet them where they are. Build and nurture strong relationships with TABS member schools. Act as one of the “faces of the initiative” in the marketplace, with our member schools, and within TABS as we march forward towards our goal(s). Be an evangelist for the mission by fostering a positive, forward-thinking, collaborative culture.
Communication: Working closely with the NABI Managing Director, establish mechanisms for communicating the appropriate information, results, etc. to the TABS team and member schools. Establish a working relationship with the NABI Advisory Committees to foster exchange of information and ideas.
Personal and Professional Profile
A strong belief in the mission of TABS and a passion for education. Either through direct experience or rapid study, must understand the complexity of boarding school issues, the environment, and parent/student decision processes. Experience with a member-based or distributed/volunteer workforce is desirable.
The courage and ability to challenge conventional thinking and seek innovative solutions.
A demonstrated, successful track record developing and leading highly segmented fact-based, measurable, and analytically-driven marketing campaigns. Must possess natural strategic acumen and the ability to guide partners and stakeholders toward smart marketing solutions.
B2C and B2B2C success in the private sector and/or education.
Extensive experience planning and using market research to develop integrated marketing strategies and programs that utilize digital and direct marketing, SEO/SEM, social media, content marketing, web presence, mobile, channel selection and optimization, creative direction, PR, and sales (high-value service).
Thorough understanding of the media and media trends with proven experience working with and advising stakeholders on media issues. A digital subject matter expert who has a desire to investigate the latest digital tools and consumer trends.
Demonstrated ability to identify, source, and direct outside business partners and service providers.
Proven expertise as both a strategic thinker and a project manager with a keen ability to synchronize the two. Ability to design and develop a structured system and consistently bring plans to life in a timely and effective manner.
A results-oriented team player with the presence to inspire. A passionate, perceptive, inventive, and energetic leader who can initiate and manage change and be an evangelist for the NABI effort.
A relationship builder who can partner cross-functionally, work effectively with member schools, and interact with various constituencies with skill and diplomacy.
Adept at building relationships with people from diverse areas of the organization and member schools.
Expert written and oral communications skills. An outstanding listener with strong critical thinking skills, high energy, drive, and both intellectual and emotional intelligence.
Strong character; authenticity; integrity; bias to action; tolerance for process; and a sense of humor.
Baccalaureate degree required, advanced degree preferred. Boarding school background, knowledge, or experience will be beneficial.
Must be available for frequent, sometimes unexpected, travel throughout the United States and Canada.
It is the fundamental policy of TABS to provide equal opportunity regardless of marital status, race, creed, color, sex, sexual orientation, gender identity, national origin, age, Veteran status or disability status in all employment and contracted activities.
Specific Instructions: Applications will be accepted until early spring, or until the position is filled. Email or mail letter of interest and resume to the addresses below. No phone calls or faxes, please. Megan Cartier Managing Director, North American Boarding Initiative and Market Growth The Association of Boarding Schools One North Pack Square, Suite 301 Asheville, North Carolina 28801, USA cartier@TABS.org
A growing, Asheville, NC-based non-profit, TABS serves roughly 280 college-preparatory boarding schools in the United States, Canada, and globally. The Association leads a domestic and international effort to promote awareness and understanding of boarding schools and to expand the applicant pool for member institutions. TABS is the one-stop, indispensable resource for educators seeking training, ...research, guidance, and support on all issues pertaining to the boarding school experience. In addition, TABS is the voice for independent boarding schools, their historical contributions, and the benefits of living and learning in an academic community. For more information visit www.TABS.org