About TABS A growing, Asheville, NC-based non-profit, TABS serves roughly 250 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 changes 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 domestic 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) and our member schools, you will have the opportunity to develop and bring to life a comprehensive marketing data strategy to support both the short-term and long-term success of the fully integrated NABI campaign. This opportunity will draw upon your capabilities as a fact-based strategic marketer and leader. This is an internal start-up opportunity complemented by the benefits of a well-established, respected organization.
Specific Duties Marketing Intelligence: In partnership with the AOR, lead a comprehensive, sophisticated market intelligence and research initiative to inform the strategic marketing plan for NABI and provide ongoing marketplace/consumer insights to the core campaign team, the association, and participating schools. Provide thought leadership in regards to creating and executing a strategic Test and Learn Agenda for the NABI campaign. In concert with the TABS Director of Research, outline a strategic roadmap for longitudinal studies that will help us, either over the short term or the longer term, tell a compelling, data-driven story about the benefits/value equation of a boarding school education.
Data Collection and Analysis: In partnership with the Director of Research and the AOR, help us to clearly identify and understand our target audience. Build and manage a NABI database that will allow us to: • Better understand the current high-pay/full-pay family landscape • Develop a North American current state “heat map” and a future state heat map that will identify areas for growing high pay/full pay, diverse boarding school enrollment (both at an industry level and eventually at a school level) • Build a NABI propensity model for the category and, longer term, for participating schools.
Lead Generation/CRM: In partnership with the AOL, lead the charge to create a best-in-class CRM strategy and platform for TABS. Develop and execute a plan to test into various contact strategies and marketing messages.
Media Mix Optimization: In partnership with the AOR, continually optimize the media channel mix and investments across platforms, audiences, etc. As part of this optimization, create methodology for determining overall attribution/ROI for NABI, and, ideally, multi-channel attribution.
Measurement/Metrics: Develop an infrastructure and toolset that enables consistent, accurate measurement and metrics on all NABI marketing initiatives. Identify and monitor key metrics for success. Share metrics, insights, effective tools, and programmatic recommendations with member schools to augment and enhance results of their individual marketing efforts. In partnership with other members of the TABS team, develop and manage a NABI-dashboard both for the initiative and for participating schools.
Leadership/Management: Collaborate with an internal and external team to march forward to achieving the NABI goals. Be an evangelist for the mission by fostering a positive, forwardthinking, 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 competitive environment, and the 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 contributing to highly segmented fact-based, measurable, and analytically-driven marketing campaigns on a national level. Must possess natural strategic acumen and the ability to guide partners and stakeholders toward smart marketing solutions.
Particular interest in marketers with B2C success in the private sector and/or education. A strong background in market analysis, quantitative and qualitative research, and complex dataset analysis.
Extensive experience planning and using market research, data and analysis 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.
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 constituents simultaneously. Able to influence and inspire those outside of their direct purview.
Adept at building relationships with people from diverse areas of the organization and member schools.
Expert written and oral communications skills. A good listener with 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.
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