Bob Johnson's Blog on Internet Marketing

Down in Fort Worth, Susan Ragland recently started a new position as Web Content Editor at Tarrant County College. When she contacted me recently for a mini-bio to use with some on-campus writing sessions she'll be doing, I asked her to send along a job description to include with those posted earlier. And so thanks to her for doing just that.

In addition to the job description, Susan reports that the specific responsibilities for the postion are still evolving. She works with another web person whose primary responsibility is on the technical side, although Susan has some technical experience as well. That seems a strong combination.

Here are some details for this Web Content Editor spot.

• Collaborates with the director of public relations and marketing to ensure that website content related to the institution, its brand and marketing messages are maintained, updated, and evaluated for effectiveness and efficiency.
• Specific ativities include these:
• Assisting the web master in project management for redeveloping the website and for acquiring a CMS.
• Giving final approval in the work flow for new web pages.
• Assisting web editors and authors among the faculty and staff in writing and editing content to achieve maximum usability and to maintain brand consistency.
• Basic job requirements:
• A bachelor's degree, preferably in journalism, public relations, mass communications or marketing and 3 to 5 years writing and/or editing experience and knowledge of basic content management software.

Susan's title and college are now part of the master list of similar positions at http://bobjohnsonconsulting.com/blog1/2006/08/post.html That list started in August 2006 and has been growing nicely since then.

Posted by Bob at 10:09 AM | Permalink | Comments (0) | TrackBacks (0)

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Here's another move in the right direction for better web content and communications.

John Hopkins, associate vice president for college relations at Wooster College, sent this along with the note that the college is expanding the team responsible for the web... from one person to three. The new director will hire the next two team members.

Read through what's here. Use it to help develop positions like this at your own college. And of course, if you're interested in applying for the position, that information is at the end of this description.

Director of Web Communication

• The College of Wooster (http://www.wooster.edu/) seeks a director of Web communication to provide strategic vision and leadership for its Web-based communication and marketing efforts.
• The director will have overall responsibility for the development and management of the college’s Web site. He or she will design and develop new sub-sites, create multimedia Web content, direct and manage the work of a Web editor and Web programmer, and lead project teams on Web-based marketing and communication initiatives that contribute to the achievement of the college’s strategic goals, with primary emphasis on those related to student recruitment and alumni engagement. The position reports to the associate vice president for college relations and marketing.
• The director will serve as liaison between the offices of College Relations and Information Technology, and as primary point of contact for all academic and administrative departments on Web-related issues including site design and development, message strategy, and content creation. He or she will work closely with colleagues in IT to stay current on best practices in Web development, design, and marketing strategies, and continually work to make the site more effective by integrating appropriate new tools, technologies, and practices. The college has just begun a major site redesign, in partnership with an outside firm, and the director will play a central role in that initiative.
• The successful candidate must have five years experience designing, developing, and managing complex Web sites; specific higher education Web development experience and experience with the implementation or on-going use of a content management system is highly desirable. He or she must be highly proficient with major Web markup and coding languages, including HTML, XHTML, CSS, PHP, and Javascript; with multimedia content creation tools such as Adobe Creative Suite, iMovie and FinalCut; and with writing for the Web. The director must have strong project management skills and the ability to direct and manage diverse creative and technical teams. He or she must communicate clearly and collaborate effectively with a broad range of campus constituencies. A bachelor’s degree in journalism, marketing, communication, information technology, or a related field is required.

Please send letter of application, resume, URLs of representative samples of your work, and list of current references to: The College of Wooster, The Department of Human Resources, 536 East Wayne Avenue, Wooster, Ohio 44691

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You can count on the marketing team at St. Edward's University for innovative approaches to marketing solutions that set new standards for higher education marketing.

That's why I'm adding this description for a "Web Designer" in the marketing office to my list of web editor job descriptions. No successful online marketing effort can stand along on one set of skills. St. Edward's was an early adopter of a "web editor" position. This job description shows how to add to that skill set and make sure that your web content editor has the right technical skills at hand to support a strong online marketing effort.

First, the "scope" of the position is defined in direct response marketing terms:

• "The St. Edward’s University E-marketing Team has a track record of breakthrough thinking, innovation and performance. Now, we’re taking the web to the next level to focus on the design of “persuasion architecture” that’s borne out of the best traditions of direct response marketing. We need an experienced Web Designer who can help us get there. If you consider Steve Krug and Jakob Nielsen the gurus of usability, then this position is right up your alley. The Web Designer is a creative role that reports to the E-marketing Director and will be primarily responsible for design of web sites/content, e-mail and online promotions – all with the goal of driving some sort of action by a visitor."

Next, the technical and professional background desired in a person who will fit a marketing-oriented position like this:

• Three to five years working as a web designer. (Candidates with only print design experience will not be considered.)
• Bachelor’s degree in Web Design or Graphic Design. (Or a suitable combination of demonstrated work experience, superior web design portfolio and education will be considered.)
• Strong portfolio showcasing professional website design expertise with an emphasis on clean, sophisticated layouts is mandatory. Exceptional design, typography, use of color and whitespace. Samples of print design work are a plus.
• Experience with relevant web design software is necessary, including Adobe Creative Suite, Dreamweaver, e-mail broadcasting tools and FTP programs. Experience with content management systems, testing/validation and wire framing is a plus.
• Proficiency in both PC and Macintosh platforms is required to be successful. Solid understanding of cross-browser and platform issues.
• Thorough understanding of HTML, CSS, XHTML and other languages and their impact web design projects.

College and university websites need an increased marketing orientation to play a stronger role in student recruitment and brand-building efforts. And that starts with placing positions like this clearly in an overall marketing context as St. Edward's has done, with an emphasis on measurable direct response results, usability, and clean website design.

The full job description is at http://www.stedwards.edu/hr/jobs/J08022.htm

Thanks to Carmella Manges, Director of E-Marketing at St. Edward's, for sending this along.

Posted by Bob at 08:59 AM | Permalink | Comments (2) | TrackBacks (0)

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Sometime you indeed find worthy news close to home. Sunday's copy of the Battle Creek Inquirer included an advertisement for a Web Content Editor at Spring Arbor University in Spring Arbor, MI. As always, the continued growth of positions like this keeps the hope of a cleaner, crisper presentation of web content alive and well.

From the newspapter ad, a trip to the website at http://www.arbor.edu/standarddetail.aspx?id=30963 located these details about desired experience and how the editor will spend his or her time:

• Qualifications: A bachelor's degree and 3 years experience in public relations or marketing, including at least two years of significant responsibility for an institutional Web presence. Two or more years experience in communications or marketing related position. Demonstrated proofreading/editing skills. Experience with digital content management systems, knowledge of Dreamweaver or comparable GUI web development application. Experience in developing information architecture plans and organizing content. Individual will exhibit a life and service that is in full accord with the Spring Arbor University concept and community.
• Responsibilities: Writes a variety of communications pieces, including Web site copy, best practices and writing standards, and Web style documents with emphasis on clarity and conciseness. Edits and approves content submitted by University departments. Writes assigned and self-initiated content for the Web. Organizes Web content. Maintains University marketing standards as well as editorial writing standards and quality for Web site text. Designs and develops Web pages for schools, departments and offices. Develops system and best practices for maintaining Web Content. Exhibits strong attention for detail with ability to handle multiple priorities in fast-paced environment.

For my list of nearly 50 schools with positions similar to this, visit http://bobjohnsonconsulting.com/blog1/2006/08/post.html

Don't Miss the March Online Web Writing Conference

To introduce more people on your campus to the beneifts of "Writing Right for the Web," register for my web conference sponsored by Academic Impressions on March 25. More than 50 colleges and universities have already signed up.

Details are at https://www.academicimpressions.com/web_conferences/0308-web-writing.php

Posted by Bob at 09:46 AM | Permalink | Comments (0) | TrackBacks (0)

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Amy Garland is the "Web Marketing Coordinator" at Saint Louis University. Not long ago she sent along a note to suggest adding this spot to the web editors list since so many of the responsibilities are related to web writing and content preparation.

I agreed. And I asked Amy to share details of her job description here for other people who are thinking of creating a similar position. She sent the description along and here it is.

Visit the Saint Louis University website at http://www.slu.edu/index.xml

And you'll find the full list of 47 web editor positions at http://bobjohnsonconsulting.com/blog1/2006/08/post.html

Job Summary: Under general direction, initiates, assesses, writes, edits and organizes Web projects; develops proposals, timelines and site maps for projects; conducts usability studies and reports findings; maintains the writing and marketing standards of the University Web site.

CHARACTERISTIC JOB TASKS AND RESPONSIBILITIES

1.      Initiates Web projects; gathers, edits, writes and organizes Web content; designs and develops Web pages for schools, departments and offices.

2.      Assesses new and existing Web project requirements with clients; writes proposals and timelines, and develops site maps for projects.

3.      Oversees Web projects to completion, ensuring they reach their intended conclusion.

4.      Builds relationships with Web administrators throughout the University; provides assistances to Web administrators with site maintenance.

5.      Conducts usability studies; prepares reports on study findings and proposed changes to the University Web site.

6.      Maintains editorial writing quality and monitors Web site text and information for appropriate style; maintains marketing standards of the University Web site; adheres to standard guidelines for Web postings.

7.      Performs other duties as assigned.

KNOWLEDGE, SKILLS, ABILITIES AND PERSONAL CHARACTERISTICS

• Knowledge of Web applications and technology
• Advanced writing and editing skills
• Editing/proofreading skills
• Strong interpersonal/human relations skills
• Project coordination skills
• Customer service skills, with ability to provide site coordination solutions
• Ability to recognize trends in Web development
• Ability to think abstractly and conceptually

Posted by Bob at 06:19 PM | Permalink | Comments (0) | TrackBacks (0)

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Carmella Manges, director of E-Marketing at St. Edward's, sends along a note that there's been an update to the posting on their website for the Web Editor position I wrote about earlier this month.

You'll find the updated description of responsibilities and qualifications for this position in Austin, TX, at http://www.stedwards.edu/hr/jobs/J07177.htm

The original listing is at http://bobjohnsonconsulting.com/blog1/2007/10/web_editor_spot_at_st_edwards.html

Posted by Bob at 09:26 AM | Permalink | Comments (0) | TrackBacks (0)

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The day after news of the web editor opening at St. Edward's University came the good news that the University of Toronto has created a new web editor position (titled: Manager, Interactive Communications) and is accepting applicants until near the end of October.

Brendan Dellandrea, manager of website implementation and training, notes that the position "has been styled on many of your suggestions (Academic Impressions: Writing Right for the Web) in the area of experience, and tailored to fit the unique needs of U of T." Always good to hear the details when something moves from a presentation to the real world.

Until October 26, the detailed job description is at https://utoronto.taleo.net/careersection/10000/jobdetail.ftl?lang=en&job=36981

The new person will join a university that's developing advanced Web 2.0 communication capabilities. Brendan writes that:

• "The exciting thing about this brand new position is that we are currently developing an online community for alumni and friends. The new community framework provides us with enormous leverage in creating targeted, relevant, personalized content for our alumni, and will replace our existing alumni & friends web site. The community allows us to display personalized content to individual users upon log-in, based on their academic and extra-curricular experience at U of T, or self-identified interests. The Manager, Interactive Communications, will play an integral part in carrying out this personalized content strategy."

All of this and you get to work in downtown Toronto as well!

In between travels to South Dakota next week, I'll try to get specifics of both the U of T and St. Edward's positions added here for people planning to create similar spots. The more of these, the better.

 

Posted by Bob at 05:16 PM | Permalink | Comments (0) | TrackBacks (0)

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Carmella Manges, director of e-marketing at St. Edward's University in Austin, Texas sent along word this morning that there is a search getting underway for the position of "Web Editor" with significant responsibility for the overall content of university websites and continued unfolding of a new CMS system.

To learn more go direct to the complete job posting at http://www.stedwards.edu/hr/jobs/J07170.htm 

St. Edward's is a leader in higher education marketing practices. This is a great opportunity for people with the right background who want to work with a team of talented marketers.

Posted by Bob at 09:38 AM | Permalink | Comments (0) | TrackBacks (0)

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The list of college and university positions dedicated to improving the presentation of website content continues to expand... with today's addition, there are now 42 spots listed in my August 8, 2006 "Writing Right for the Web" posting.

Ed Sevilla, executive director of marketing at Stonehill College, sent along news of the latest addition while I was traveling in Ireland these last two weeks. Back in June, Shannon McDonough joined Stonehill with the tile of Web Editor. The added good news is that she'll work in Ed's marketing department, a nice recognition of the website's value to the marketing effort.

The press release that Ed sent includes this note on the responsibilities of the postion:

• "As Web Editor, McDonough creates, writes, and edits the content for Stonehill’s Web site, www.stonehill.edu. Working in collaboration with the Web Steering Committee and all departments on campus, she reviews and refines processes for creating, approving, and publishing content to the Stonehill Web site..."

I know from earlier comments from people trying to fill positions like this that qualified candidates aren't easy to find. Here's a little information about Shannon's background:

• "A 1996 graduate of Stonehill College with a B.A. in English Literature, McKonough was recently the internal communications manager at Conde Nast Publicantion... Prior to that, she was editor-in-chief of ddbconnect.com, the intranet for DDB Worldwide Communications Group..."

Creating new positions like this should be a priority for every school that doesn't yet have one. Without them, the path to improved websites isn't going to be built nearly as quicly as it should be. Congratulations to Stonehill for helping to move things along in the right direction.

Posted by Bob at 09:52 AM | Permalink | Comments (0) | TrackBacks (0)

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Here's another sign of continued progress toward a greater emphasis on improving web communications content and presentation... a search underway for a position that most people tell me is difficult to staff but offers great professional opportunities.

I'm posting this not only for anyone that might be interested in applying but also as a new reference for anyone thinking of creating a position like this one.

NC State University, located in Raleigh, N.C., currently seeks a Director of Web Communications. This position within the Office of Public Affairs is responsible for managing the high-level public content, organization, and structure of the university website.

This position will manage and ensure timely, relevant, and current content for the university’s public Web presence (currently being re-built) to advance the university’s marketing communications strategies. Key efforts should be made to integrate new technologies and multimedia throughout the site. The position will manage a central web development team working with writers and designers within Public Affairs. In addition, the position will serve as a key liaison with other university communications staff, webmasters and web development personnel in the development of academic and administrative department-specific university web sites as well as managing the network Content Management System in collaboration with university IT staff.

Salary range: $50,000-$85,000

Requirements:

• Bachelors Degree in communications, public relations, marketing, journalism, information technology or related field

• A minimum of five years of professional Web experience and/or training, preferably in a higher education setting

• Extensive general communication experience in marketing, public relations, institutional communications, or journalism

• Technical expertise in website development

• Experience managing projects and budgets and leading teams

• Macromedia Dreamweaver or similar content development and management applications, as well image editing/creation applications (e.g., Adobe Photoshop, Macromedia FreeHand, and/or Adobe Illustrator); HTML and JavaScript coding; Cascading Style Sheets (CSS); and related basic Web technologies

• Experience with Content Management Systems, Web Editors, HTML and information architecture 

To apply: Please apply online (http://jobs.ncsu.edu) by referencing position number C-89-0603. A complete application package will include a letter of application; resume; printed images and website URLs of illustrative work; and names, addresses, email addresses, and phone numbers of three professional references.

Posted by Bob at 10:18 AM | Permalink | Comments (0) | TrackBacks (0)

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Mike Jung has sent along the position announcement used at Saint Mary's College of California in the search for a Web Editor that Mike has just been hired to fill. As I get more of these from time to time, I'll post them as a blog resource for people looking to start or fill positions like this on other campuses.

I'm adding a new category on the blog for "Web Editor Descriptions" to make these a bit easier to find than leaving them only in the "Writing for the Web" category.

Thanks to Mike for sending this along.

WEB EDITOR 
College Communications 
 
Saint Mary's College invites applications for a full-time, exempt Web Editor position to guide development and placement of content on the College's website. 
 
QUALIFICATIONS: 
• Bachelor's degree in computer science or a related field and five (5) to seven (7) years experience overseeing creation, placement and maturation of Web and related digital content, advanced degree highly desirable or equivalent combination of education and experience. 
• Experience working with web-based technology in higher education institutions or similar settings highly desirable. 
• Demonstrated ability to effectively deploy Web-based strategies and tactics to support institutional brand, marketing and related objectives. 
• Demonstrated experience guiding Web site redesign processes desirable. 
• Experience utilizing Web publishing software, including DreamWeaver, required. 
• Knowledge of AP editorial style required.

Posted by Bob at 08:59 AM | Permalink | Comments (0) | TrackBacks (0)

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In the last few weeks as the list of colleges and universities with web content editor or similar positions has grown at the August 8 blog posting, people have begun to ask about job descriptions for positions like this. And so I've started to ask people about sending some of those along so that we can collectively build the information bank.

This posting today comes from Dan Lewis at SUNY Plattshburgh for the Web Editor position that's existed for several years at that school.

The Web Editor oversees site design and content development on a daily operational level, and evaluates readiness for publication.

The Editor's principal responsibilities require him to:

1. Assist campus stakeholders in building effective and strategic web sites, enhancing the look, content and user-orientations that the Web demands, and editing their proposed Web material to ensure greatest user satisfaction
2. Work closely with the Director of Marketing primarily to
   1. use the Web for building personalized, integrated, and strategic relationships between the college and external constituents;
   2. support recruitment;
   3. maintain a consistent image/identity representation for the college; and advance the greater strategic initiatives of Plattsburgh State.
3. Work closely with Computing and Media Services staff, particularly the Web System Administrator

"Content Providers" who work with Web Editors

You can also visit http://www.plattsburgh.edu/intranet/webresources/roles.php where you'll find "Roles and Responsibilities in the Web Development Process" for "Content Providers" and how those people relate to the Web Editor. Many of you will find useful info here to help you on your own campus.

Dan's email address is daniel.lewis@plattsburgh.edu if you want to ask questions about the Plattsburgh experience over the past several years.

Posted by Bob at 12:52 PM | Permalink | Comments (0) | TrackBacks (0)

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Sitting in the New Orleans airport this morning after 3.5 hours of web writing tutorial at the AMA Symposium for the Marketing of Higher Education. On to Chicago soon and a Friday web writing presentation at Carol Aslanian's workshop in Internet Marketing.

In betrween the presentations, here is a story sent along from Kristeen Bullwinkle, web content manager at the College of Education and Human Development at the University of Minnesota. She tells the tale of evolving responsibilities and changing administrative locations. People often ask questions about this at the web writing presentations. Best to hear the answers direct from those in the positions.

I'll continue to post as many like this as I can. Together we'll build an information bank that should help many of you move things at your college or university in the right direction.

Here's what Kristeen has to say:

"My job title and description has changed a bit, but I took this job because the college understood that the Web was a communication function back in the spring of 1999. I was housed in IT but reported to Communications. Now I'm housed in Communications.

I think my first title was Web communications specialist, then Web manager, and now Web content manager. IT has been taking over more and more of my functions as we now touch over 3,000 pages. I no longer worry about meeting ADA requirements, coding, running the search engine, or running the stats program.

My goals when I began are the same ones I still have. Make it accurate, up-to-date, and complete. I've never had time to worry about much more than that. We're hiring another Web editor just for student services and will soon be looking for a writer who will be working for the Web as well as print."

Posted by Bob at 11:27 AM | Permalink | Comments (0) | TrackBacks (0)

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