The Marketing Communications Coordinator for BurdgeCooper in California oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior. The position helps manage public relations, communications and marketing while interacting with customer service, IT and human resources to help define both the brand story and the story as interpreted by the customer.
This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement. Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person. This is to be done for each buyer persona within the enterprise.
Mapping out a content strategy that supports and extends marketing initiatives, both short- and long term, determining which methods work for the brand and why. Continuous evolvement of strategy is a must. The development of a functional content calendar throughout the enterprise verticals, and defining the owners in each vertical to particular persona groups.
Integration of content activities within traditional marketing campaigns. Conducting ongoing usability tests to gauge content effectiveness. Gathering data and handle analytics and make recommendations based on those results. Working with owners of particular content to revise and measure particular content and marketing goals.
Who is the ideal Marketing Communications Coordinator for BurdgeCooper?
Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real time implementation of content strategies.
Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics. Establishing work flow for requesting, creating, editing, publishing, and retiring content. Positive brand recognition and consistency across chosen published channels.
An increase in defined customer engagement metrics (measured by users taking the desired action… i.e. conversions, subscription, purchase, etc.). Website and social media traffic growth. Conversion metrics definition and growth. Social media positive sentiment metrics.
Customer feedback and survey data. Increases in key search engine keyword rankings. Clearly defining content distribution during particular stages of the buying cycle (lead nurturing).
Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates. Primary criteria for success are customer and employee affinity. Success is measured around lifetime customer value, customer satisfaction, and employee advocacy.
Bachelor’s degree in English, Journalism, Public Relations or related communications field. MBA in marketing a plus. 2–5 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.). Training as a print or broadcast journalist and has a “nose” for the story. Training in how to tell a story using words, images, or audio, and an understanding of how to create content that draws an audience (it is critical that you retain an “outsider’s perspective” much like that of a journalist.)
Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics. The ability to think like an educator, intuitively understanding what the audience needs to know and how they want to consume it. A passion for new technology tools (aka, using the tools you preach about) and usage of those tools within your own blogs and social media outreach. Social DNA a plus!
Basic technical understanding of HTML, XHTML, CSS, Java, web publishing, Flash, etc. Fluency in web analytics tools (Adobe Omniture, Google Analytics), social media marketing applications (HootSuite, Tweetdeck, etc.) and leading social media monitoring platforms (Radian6, etc.). Experience creating a resource or library of content organized indicating SEO, translations and version control. Needs to be continually learning the latest platforms, technology tools and marketing solutions through partnerships.
What does the company say about the services they offer?
BurdgeCooper is a specialty print house with roots going back to 1923. We bring ten in-house printing and finishing processes to international clients with production facilities in Los Angeles, Berkeley, and Minneapolis. Not only do we know where printing has been, but we know where it’s going.
We excel at online services and integrating the printed page to modern identity and advertising campaigns. Pixels and paper can play together. If brands tell stories, we help them create a language by bringing their presence into the physical world in a way everyone can see and feel.
Specialties: Fine Printing, printing for self-publishers, engraving, brand management, digital printing, security printing, foil stamping, identity system management.