JOB DESCRIPTION
JOB TITLE:Website & Digital Communications Officer
LOCATION:LOROS Hospice, Groby Road, Leicester
HOURS OF WORK:37.5 hours per week
REPORTING TO:Marketing & Communications Manager
JOB PURPOSE:
To take ownership of our digital marketing and really drive it forward. You will work to raise awareness of the care that we provide and to encourage financial support for our income generation activities.
This role will manage the LOROS website, eNewsletter programme and social media marketing activity. The role will be responsible for developing, optimising, analysing and running all our digital marketing channels, whilst looking for new and creative ways to promote LOROS.
The role will report to the Marketing & Communications Manager and work alongside the Marketing & Communications Officer.
KEY DUTIES & RESPONSIBILITES:
Website:
- To manage, maintain and update the LOROS website and oversee the next phase of its development. Making improvements to functionality and advising colleagues on maximising its potential.
- To create, design and develop content for the website, ensuring it is dynamic, creative, engaging and current. Including copy, photography, infographics and video content.
- Develop innovative digital content to improve engagement and conversion of donors.
- To utilise a range of analytical tools to track, evaluate and report on all statistics relating to the website and the effectiveness of all digital marketing. Identifying potential opportunities for development to ensure all digital channels continue to achieve their objectives.
- Ensuring SEO and accessibility of content on the website.
- To increase traffic to the website by building appropriate links/partnerships to and from the site, developing our SEO, creating sticky content, integrated digital marketing campaigns, eSurveys and managing any online display advertising, including Google Adwords and PPC.
- Managing the reputation of the LOROS brand online, ensuring online information is up to date and consistent with brand values.
- Liaise with any external agencies and freelance service providers as appropriate.
Enewsletters and emails:
- Manage and produce all email and enewsletters, delivering a regular programme of enewsletters and effective e-marketing campaigns.
- Create eye-catching and effective templates, write and edit copy and source images and video etc. to improve open and click through rates.
- Producing engaging content to raise awareness and financial support for the charity, liaising with internal departments to ensure a LOROS-wide approach and share of voice.
- Working with the CRM Officer to ensure that recipients are segmented appropriately and that data is received in a timely fashion.
- To utilise a range of analytical tools to track, evaluate and report on all statistics relating to their effectiveness. Identifying potential opportunities for further development to ensure they continue to achieve their objectives.
- Manage and maintain the schedule.
Social media:
- Managing, maintaining and monitoring the charity’s social media sites (Facebook, Twitter, LinkedIn, YouTube and Instagram).
- Develop social media platforms to encourage greater interaction and engagement.
- Producing engaging content to raise awareness and financial support for the charity, liaising with internal departments to ensure a LOROS-wide approach and share of voice.
- Assess new and emerging channels.
- Manage and maintain the schedule.
Video:
- An area we want to grow and use across all our digital channels.
- Research, source and generate multimedia content for digital platforms, including the filing and editing of creative and informative videos.
- Responsibility for conducting interviews, sourcing and editing video case studies and quotes from various stakeholders, whilst adhering to the consent process.
General Digital Communications:
- Support the Marketing and Communications team to ensure that the profile of LOROS is increased and opportunities are maximised to raise awareness of all activities.
- Share general duties with the Marketing and Communications team, and undertake ad hoc projects and work as directed by the Marketing and Communications Manager. Deputise for them when they are absent.
- Co-ordinate the content for a network of 28 digital screens via a digital signage management system.
- Be aware of the latest developments and trends in all digital communications arenas and in digital technologies, suggesting new ideas for implementation at the Hospice and approaches that may increase uptake of our marketing and communications messages.
- Liaise with wider hospice staff and volunteers, patients and families as necessary in order to advise, develop plans or identify opportunities to raise awareness, or to gather news stories or other content.
- To support the Marketing and Communications Manager on internal communications to LOROS staff and volunteers.
- To help at events, including working outside of regular contracted hours as required.
- To network effectively for mutual benefit with other charities and in particular other hospices and Hospice UK.
- Engaging in continuous professional development to ensure that you are up-to-date with current trends and practices in digital marketing and communications.
GENERAL:
- All staff are subject to Equal Opportunities Legislation, the Data Protection Act and LOROS Confidentiality Policy.
2.To carry out and comply with the prevention and control of infection as per LOROS policies and procedures.
- All staff are subject to LOROS policies, procedures and conditions of service, with reference to the Health and Safety at Work Act 1974.
- Take reasonable care for the health and safety of themselves and of other persons who may be affected by their acts or omissions at work.
- Co-operate with their employer as far as is necessary to meet the requirements of the legislation.
6.All staff should be aware of and aim to contribute to LOROS’ Vision and Mission and also strive to exhibit the Values & Behaviours at all times (see attached document).
The contents of this job description are not exhaustive and may be amended in accordance with the needs of the service after discussion with the post holder whose agreement will not be unreasonably withheld.
Signed………………………………………………………… Date…………………………………………
Postholder
Signed……………………………………………………….. Date ………………………………………..
Line Manager
VISION
(Our long term aspiration for our society)
Everyone with an incurable illness has the right to excellent care. This should value and respect their uniqueness and their own choices. People should be enabled to live and die with dignity and with appropriate and compassionate support for them and their loved ones.
MISSION
(Our goals and activities in working towards our Vision)
LOROS is a charity whose aim is to enhance the quality of life of adult patients with cancer, progressive neurological conditions and end-stage organ failure for whom curative treatment is no longer possible. Patients are treated at the hospice and in the community based upon clinical need, regardless of background and the ability to pay.
LOROS specialises in holistic, multidisciplinary care, focused on the whole person and including family and carers. The care given takes into account the patients’ physical, psychological, social and spiritual needs as well as their own choices. Family members are supported in adjusting to loss and bereavement.
LOROS contributes to the education and training of its own and other health and social care professionals and of volunteers. The charity is also committed to research in order to improve the understanding and practice of palliative care.
VALUES & BEHAVIOURS
(How we will strive to be)
P:\PERSONNEL\Job Descriptions\Marketing\Website Digital Communications Officer - July 2015.doc
PROFESSIONAL
FOCUSED
COLLABORATIVE
COMPASSIONATE
TRUSTED
in our attitude and everything we do
on patients, families and carers whilst listening, learning and adapting to their diverse needs
in working together and with others
in providing care and responding sensitively to requests for support
within our organisation and by our community
P:\PERSONNEL\Job Descriptions\Marketing\Website Digital Communications Officer - July 2015.doc
KEY FACTS – SEPT 2014
No. of individuals receiving patient care from LOROS pa>2,500
Of whom admitted to Inpatient Ward550
(approx. ½ subsequently discharged)
No. of beds in Inpatient Ward31
Average length of stay (days)12
No. of participants in LOROS educational activities pa2,000
No. of employees320
No. of regular volunteers>1,000
Expenditure on patient care pa £7.5 million
Minimum amount of income to be raised pa£4.5 million
Portion of expenditure covered by NHS1/3rd
Proportion of charity costs directed to care services90%
Cost per hour of running the charity£850
Cost per Bed/Day including “overheads” (85% occupancy)£500
Cost per attendance for Day Therapy£150
Cost of a Community Nurse Specialist visit£100
No. of LOROS shops25
No. of LOROS lottery members22,000
Year LOROS registered as a charity1977
First patient at Groby Road HospiceSept 1985
LOROS is a registered charity and also a company limited by guarantee which is governed by a Board of up to 15 unpaid voluntary Trustees. It is regulated by the Charity Commission, Companies House and the Care Quality Commission.
All money raised is spent locally in Leicester, Leicestershire & Rutland.