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 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 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 consult upon the use of a customizable marketing toolkit that will be an important subset of the fully integrated NABI campaign. This opportunity will draw upon your capabilities as a consultative marketer, a design thinker, a relationship builder, a problem solver, and a dynamic leader. This is an internal start-up opportunity complemented by the benefits of a well-established, respected organization.
Specific Duties Marketing Plan: Building upon a solid plan foundation, elaborate and engineer a customizable “tool kit” for schools, to assist them in increasing awareness, consideration and ultimately enrollment. Solicit and incorporate input from member schools (Admission Deans, Marketing Directors, Heads of School, and other senior school leaders) about the tools that would be most useful for them as part of this initiative.
Campaign Development: Serve as the “bridge” between the national campaign and the local efforts of schools in marketing and recruitment. Cascading from the plan, consult with member schools about ways to leverage, on a more individualized level, the integrated campaign, based on the unique set of opportunities/challenges/situation each school faces. In partnership with the advertising agency of record (AOR), as well as internal teams in Member Relations, Professional Education, and Research, help shape and develop school-facing resources, reports, training, and related deliverables for participating schools.
Measurement/Metrics: Share metrics, insights, and programmatic recommendations with member schools to augment and enhance results of their individual recruitment efforts. Offer consultation about the campaign dashboard and how to utilize the analytics provided through that tool to support campus-based marketing and admissions efforts.
Leadership/Management: Build and nurture strong relationships with TABS member schools. Proactively bring ideas/feedback forward within TABS and to the AOR based on conversations with participating 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 Managing Director, establish mechanisms for communicating the appropriate information, results, etc. to the TABS team and member schools. Play a key role in coordinating the NABI Advisory Committees—school volunteers offering guidance on specific campaign elements—in order to foster exchange of information and ideas and to maintain high enthusiasm for the campaign across the sector.
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 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 success in the private sector and/or education.
A strong background in market analysis, quantitative and qualitative research, and complex data-set 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 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, 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