This position will be responsible for TELLING STORIES, by initiating, planning, directing and evaluating the overall performance of Boynton Health’s internal and external digital marketing and communications, including multimedia, photography/videography, website design, and email communications to include individuals from diverse racial, ethnic, and socioeconomic backgrounds.
Develop digital marketing plans for Boynton Health clinics, student health promotion groups, events, and public health initiatives.
Perform risk management by identifying and assessing the use of health information and patient data in electronic messaging to ensure Health Insurance Portability and Accountability Act (HIPAA) compliance.
Detailed Job Responsibilities:
Videography and Photography creation (40%):
Tell stories through creative video and photo production
Lead brainstorming/creative sessions to generate ideas
Work with Communications Manager to write and design unique and well-crafted copy that meet marketing and communications needs
Head brand campaigns, including submitting ideas for projects and overseeing the development of all creative multimedia content
Conceive and implement concepts, guidelines and strategies in various creative projects and oversee them to completion
Shoot, edit, and produce video and photography for the Boynton Health website, social mediaplatforms, print publications, email communications, public relations outreach, advertisements, special events, meetings/presentations, and other media as needs arise
Collaborate with internal departments to plan and setup photo/video shoots
Recruit talent needed for video/photo shoots (i.e. student organizations, staff), coordinating schedule, location, date and time
Stay abreast of copyright regulations and privacy laws; oversee image request and media release process
Create, organize and update repository of photos and videos for media requests and marketing needs
Train and guide subordinates into accomplished professionals. Manage multimedia specialist(s); assign tasks; prioritize workflow
Web Production, Development, Design, and Management (25%):
Overall management of Boynton Health’s external website, including long-term initiatives to improve, develop and redesign the site evolving technologically with the needs of its target audiences
Overall management of the marketing department’s section on Boynton Health’s internal website, including monthly form uploads, template updates, and directory updates
Day-to-day management of updates and functionality of the external website
Implement web designs including conceptualizing creative ideas and visual imagery to align with the mission, vision, and values of Boynton Health, and the Department of Marketing & Communications (MarComm)
Testing and improving the design of the website, maximizing usability, and functionality based on data and analysis
Establish design guidelines, standards, and best practices, including SEO, UI/UX, accessibility (ADA) and mobile-friendliness
Maintain the appearance and functionality of website by enforcing content standards.
Communicate design ideas using user flows, process flows, site maps, and wireframes
Incorporate functionalities and features into websites
Design sample pages including colors and fonts to present to the marketing and communications team and Boynton Health leadership; prepare design plans and present the website structure.
Collect, summarize, and interpret data, including Google Analytics and Insights to be used to assess the effectiveness of Boynton’s website and make changes when necessary
Conduct focus groups for consumer-based qualitative information, conducting surveys to gather quantitative information, and consult with other vendors to perform usability testing on existing web structure, employing the most effective means of evaluating current web functions and performance
Analyze/test HTML and CSS using various online code validation tools in order to comply with World Wide Web Consortium (W3C) standards and University of Minnesota Accessibility of Information Technology standards and to ensure browser compatibility.
Email Communications Management (15%):
Design and implement direct email marketing campaigns
Design responsive email templates by hand-coding HTML and CSS
Identify the target audience, create and grow Boynton’s email list; generate and manage email client lists; create email databases for lead generation
Work with Communications Manager to align email campaigns with content calendar
Proofread emails for clarity, grammar, spelling, and visual aesthetics
Ensure mobile-friendly and accessible email templates that comply with University of Minnesota brand standards
Upgrade Boynton Health’s email templates using graphics, personalization, and advanced features
Ensure prompt and accurate communication with audience via email to minimize unsubscribes
Analyze email campaign(s) performance and suggest improvements
Report on visits and revenue generated from email marketing efforts
Ensure emails follow industry policies and best practices
Develop, implement and evaluate Boynton Health’s email communications plans, including advising on editorial tone, visual styles as well as the frequency of emails and targeted audiences
Responsible for the sending of mass emails and monitoring delivery using email management tools
Create and manage master email calendar
Analytics and Reporting (15%):
Responsible for managing comprehensive analysis of digital media platforms - websites, email and digital displays
Responsible for the creation and implementation of online surveys and forms
Develop strategies and interpret data to identify areas of strength and weakness of digital communications
Assess effectiveness of digital communication strategies and tactics by performing user testing and monitoring audience response
Report metrics quarterly to Boynton Health executive leadership and marketing department to monitor long-term performance and notable trends in websites, email and social media
Other Duties (5%):
Hire student support staff
Assist with event planning and implementation logistics, often collaborating with the public health and clinical staff.
Serve as the spokesperson or recruit talent for Boynton Health during orientation, tabling, and other events.
Bachelor's degree plus four years of professional experience relevant to the job responsibilities
Demonstrated commitment to promoting a culture that respects and advances diversity and inclusion
Proven experience conceptualizing, implementing and finalizing storytelling video projects
Ability to expertly operate mid- to high-level cameras, video cameras, microphones, and lighting
Working knowledge of photo and video editing
Knowledge of modern digital imaging technology, techniques, methods and formats
Knowledge of SEO/SEM and Google Analytics and principles
Experience designing and creating visually impactful email templates for mass dissemination
Proficient understanding of cross-browser compatibility issues
Proficient in Adobe Creative Suite
Excellent visual design skills
Experience working with individuals from diverse racial, ethnic, and socioeconomic backgrounds
Previous experience working in higher education or healthcare
Expert proficiency in software including Final Cut Pro X, Adobe Photoshop, Adobe Illustrator, Premiere Pro, After Effects, Photo Mechanic and other visual design tools
Experience working with Drupal content management system
Experience working with Salesforce Marketing Cloud
Proficiency in marketing automation technology
Excellent written communication and copywriting skills
The University of Minnesota, founded in the belief that all people are enriched by understanding, is dedicated to the advancement of learning and the search for truth; to the sharing of this knowledge through education for a diverse community; and to the application of this knowledge to benefit the people of the state, the nation, and the world.