Northern California HERC

Director of Community Relations & Marketing

San Mateo County Community College District

1. Exchanges information with students, staff, media representatives, governmental leaders, political leaders, community and business representatives, other educational institutions, contractors, and the general public regarding a variety of programs, activities, events, visitations, publications, media relations, press releases, outreach and recruitment, business development, and other programs and services
2. Confers with the College Presidents Cabinet and other management staff to develop strategic plans for short- and long-range goals related to outreach and recruitment, marketing, public relations, and facilities
3. Conducts research, needs assessments, focus groups, and other forms of feedback to identify target markets and appropriate marketing and recruitment strategies that will enhance the colleges prominence among key audiences
4. In consultation with District staff, directs all media relations (i.e. press releases, media briefings, and public services announcements) for the college to ensure accurate and timely coverage of events and news and serves as the colleges spokesperson on public relations matters
5. Tracks and monitors media coverage using tools, such as Google Alerts
6. Hire, train, supervise and evaluate college Community Relations & Marketing office staff; delegate assignments when appropriate
7. Advises Vice President of Student Services and Vice President of Instruction in the implementation of college initiatives and equity-focused programming
8. Creates business relationships with commercial and other organizations for the purpose of generating revenue for the college while providing desirable facilities for rental, creation of advertisements, and film and video production, as well as other business ventures
9. In consultation with the College Presidents Cabinet, defines, directs, and coordinates college marketing plans and directs and coordinates mass media advertising to include radio, television, newspaper, magazines, social media, networks, podcasts, websites, branding, imaging, marketing projects, and outreach linkages and campaigns
10. Collaborates with staff to conceptualize, develop, and prepare original press notices, public service announcements, website and other electronic communications, narratives, posters, bulletins, flyers, and other materials
11. Works with College President, Presidents Cabinet, and other management staff to create and implement an institutional strategic communication plan
12. Advises the College President and District staff on current and potential public relations, community relations, marketing, and communication issues and recommends effective courses of action
13. Makes presentations to small and large campus and community groups about college and District events, activities, planning and programs
14. Directs the development, design, layout, format, editing, and preparation of various publications, including college publications, news releases, feature articles, news stories, public service announcements, postings, reports, and other communications which highlight the goals, objectives, policies, programs, activities, and accomplishments of the college, its students and staff for dissemination to print and broadcast media sources, social media and web-based sources, the general public, and specialized target groups
15. Directs the development and maintenance of the colleges website, including the event calendar, as well as other forms of electronic marketing (i.e. blogs, electronic sign content, and apps) ensuring that the design and content achieves the appropriate public relations results
16. Oversees the colleges online resources and social media presence, including development of the colleges online resources (i.e. web requirements and online interactive map)
17. Directs the development of internal newsletters, blogs, bulletins, website postings, and related materials for employees and students concerning policy and organizational changes, special programs, staff achievements, awards, and news of general interest to employees or students
18. Evaluates the effectiveness and efficiency of internal and external information, media relations, and external relations programs of the college and obtains feedback from the public and internal personnel through surveys, public opinion studies, and/or focus group meetings
19. Supports and leads on-campus event planning, facility rentals for commercial use, media interviews, press releases, ceremonies and other college public relations events
20. Prepares informative materials, scripts, speeches, and other communications for the College President and provides operational and management support, as well as serves as the point-of-contact for an online question and answer 24/7 service
21. Works with the College President and District Executive Director of Community & Government Relations to manage crises communication to mitigate negative news events and coverage and facilitates public safety information during an emergency or natural disaster
22. Uses a database and a variety of computer software to set up and track marketing trends and resources, community and student demographics, recruitment and retention strategies and outcomes, contractor resources and other data, workflow visuals, and project management tracking
23. Uses spreadsheets and other software to set up files for, monitoring, formatting, and retrieving data related to cost estimates, expenditures, cost analyses, statistical, demographic, and other reports
24. Trains, directs and evaluates the work of staff and hires, coordinates and evaluates the quality of work of graphic artists, photographers, videographers, printers and other contractors and vendors
25. Develops and manages the department budget
26. Performs other related duties as assigned

• A combination of education and experience equivalent to a Bachelors degree in marketing, communications, public relations, journalism, or a closely related field (Masters degree in any of the disciplines listed is desirable).
• Five years of successful work experience of increasing responsibility that has included marketing and various media sources such as web-based, broadcast, and print
• Oral communication skills, including public speaking
• Written communication skills, including experience with original press releases and other publicity materials
• Skill with computers and knowledge of graphic design, page design and lay-out, printer and publishing practices and other facets of print and electronic media
• Experience directing the work of others
• Demonstrated cultural competence, sensitivity to and understanding of the diverse academic, socioeconomic, ethnic, neurodivergent, and LGBTQIA+ backgrounds of community college students, faculty and staff
• Possession of a valid California Drivers license (or the ability to obtain one) and the ability to drive a motor vehicle to off-site locations

1. Skill in research and strategic planning technology and methodologies, including facilitation of group planning activities
2. Skill in communications and public relations and knowledge of its role in advancing an organizational agenda
3. Knowledge of principles, theories, practices, and techniques of marketing, branding, and advertising
4. Demonstrated skill in marketing techniques, website management, promotional materials production and event coordination
5. Knowledge of communications media sources and their most effective uses, including print, broadcast, web, and social media
6. Skill in the methods and techniques of preparing and disseminating news releases and securing media placements
7. Skill in design content and production of marketing and public relations materials
8. Skill in leading, supervising, planning, coordinating, and evaluating the work of others
9. Knowledge of college demographics and applicable policies and procedures related to marketing
10. Skill in establishing and maintaining effective educational and planning partnerships
11. Demonstrated skill in oral and written communication, including persuasive public speaking
12. Demonstrated skill in the use of a variety of computer software for use in the field of communications, including but not limited to the Internet and web environments and desktop publishing
13. Budget management, including statistical and financial reporting
14. Ability to work effectively as part of a team
15. Skill in respectful, sensitive communication with people who are diverse in their academic, socioeconomic, ethnic, neurodivergent, and LGBTQIA+ backgrounds

The San Mateo County Community College District is an Equal Opportunity Employer that seeks to employ individuals who represent the rich diversity of cultures, language groups, and abilities of its surrounding communities.

About San Mateo County Community College District

San Mateo County Community College District is committed to achieving educational equity for all students. As outlined in the District’s Strategic Plan, “success, equity, and social justice for our students are longstanding goals.” The District’s “Students First” Strategic Plan is focused on “Student Success, Equity and Social Justice.”

Connections working at San Mateo County Community College District