COMMUNICATIONS SPECIALIST

Under the direction of the Manager, Communications, the Communications Specialist supports the Marketing and Communications (M & C) team in planning, creating, executing, monitoring and measuring communications initiatives for London Public Library. This position provides communications support to all departments and builds collaborative internal and external relationships to contribute to the achievement of LPL’s Purpose and strategic goals.

1. Communications

 

• Develops and maintains coordinated communication content calendars that reflect and respond to operational and strategic priorities, working as part of the M&C team.
• Researches and develops communication content for new information materials, corporate presentation materials, speaking notes, and corporate publications, working as part of the M&C team on the design and execution of print and digital materials.
• Develops clear and compelling communications that meet established project and departmental goals.
• Protects, promotes and enhances the reputation of London Public Library through effective communications.
• Understands and effectively applies appropriate voice, tone and language level to communications depending on platform, audience and other factors.
• Researches audience needs in order to develop communications and communications strategies that meet these needs.
• Conducts effective interviews and tells engaging stories based on these interviews, using a journalistic approach.
• Provides support and communications expertise for internal communications initiatives, working closely with the M&C Team.
• Develops, maintains and improves system-wide processes and procedures related to communications, including corporate email platforms and website content.
• Has in-depth knowledge of current accessibility legislation and best practices related to communications and applies these to all work.
• Ensures proper licensing is in place and adheres to all licensing and copyright standards and to the conditions of all purchased licenses.
• Remains current with communications trends to enable LPL to be an early adapter of appropriate ideas and extremely responsive to its community.
• Upgrades skills to meet the evolving needs of the Communications Department through the use of training software, professional literature, continuing education and conference attendance.

 

1. Website

 

• Utilizes intermediate knowledge of website CMS platforms to build pages and to structure and optimize content.
• Works closely with the Web Developer on all technical aspects of the website, and with the M&C team on content.
• Creates new content and maintains content on website using existing CMS modules and according to established guidelines and processes. This includes landing pages, news stories, content blocks, carousels and highlighted content, website copy, scheduling content, etc
• Understands current SEO best practices for website content and structure and works with Web Developer to ensure all website content is optimized for SEO, including meta descriptions, tags, file structure, etc.
• Works collaboratively with Web Developer to review website analytics and to create and submit reports, under the direction of the Manager, Communications.
• As part of a website improvement team, considers feedback and works with designated staff on immediate and future improvements to the website.

 

1. Email Newsletters

 

• Plans, develops and executes LPL’s corporate email newsletter strategy under the direction of the Manager, Communications and working collaboratively with M&C team and with staff in other departments.
• Maintains newsletter subscriber database, working with the Print and Distribution Assistant and the IT Department.
• Creates and sends LPL’s corporate newsletter according to established guidelines and processes.
• Collects, analyzes and reports on email newsletter metrics and makes recommendations for improvements.
• Stays up to date on bulk email best practices and continuously improves, including authentication, domains, content, scheduling and other factors. Utilizes A/B testing, segmentation and other tools to achieve improvements
• Works with other departments to develop and deliver email newsletters targeted to specific audiences and interests.

 

1. Email Notifications

 

• Works collaboratively with IT and Lending to develop, monitor and evaluate communication strategies for email notifications from patron database (currently using LX Starter).
• Builds, maintains and monitors content blocks in LX Starter.

 

1. Social Media

 

• As part of the M&C team, assists in the planning, creating and sharing of content optimized for engagement on for established LPL social media channels.
• Monitors LPL social media channels and refers questions and issues as appropriate. Responds to comments as appropriate and in consultation with the Manager, Communications.
• Maintains LPL’s Google Business Profile and other corporate digital platforms.
• Collects and analyzes metrics for all LPL social media.
• As part of the M&C team, stays up to date on factors that will improve or affect the reach of LPL’s social media and recommends and implements changes.
• As part of the M&C team, assists in the planning, training and ongoing support of staff contributing content to be shared on LPL’s social media.

 

1. Photography and Videography

 

• Takes photos and videos for print and digital use as needed.
• Edits photos and videos at a basic level and using design elements created by the Graphic Design Specialist and Digital Marketing Specialist.
• As part of the M&C team, and under the direction of the Manager, Communications, purchases, and maintains stock photo and video files.
• As part of the M&C team, captions all videos
• Remains current with knowledge of video, audio and photo technology, production and industry best practices.
• Ensures equipment is in good working order and is set up properly. Problem solves basic technical issues (lighting, sound, equipment, etc.) as they arise.
• Ensures related policies are followed and standards are met.

 

1. Marketing and Communications Department Support

 

• Works with all members of the Communications department to generate and evaluate ideas and designs and to produce collaborative work, including print materials and publications, integrated campaigns and social media content.
• Maintains up-to-date files for all projects ensuring accuracy of all files.
• Resolves routine hardware and software problems with departmental technology platforms and equipment. Performs basic equipment maintenance. Communicates with LPL departments and external service providers in the repair of equipment as needed.
• Ensures the safety, security and proper use of all departmental equipment, including cameras.
• Recommends purchase or repair of software and equipment and purchase of supplies having met with vendors, conducted research, reviewed budget criteria and identified available options.
• In consultation with Manager, Communications, places orders from suppliers, completes and submits purchase orders upon approval of the Manager, Communications.
• Provides back-up support to other members of the department as needed.
• Assists with the planning and delivery of LPL events as assigned.

 

1. Teamwork and Collaboration

 

• Works collaboratively and constructively with staff in all departments across all phases of communications development and execution.
• Maintains collaborative relationships with Information Technology Services to ensure functionality of software, departmental files and platforms.
• Works with external partners, including the Friends of the Library, on specific projects as assigned.
• Represents and promotes LPL and the Communications department at internal and external activities in an enthusiastic and professional manner.
• Regularly seeks out feedback to ensure user needs (internal and external) are being met.
• Provides consultative support across the organization on relevant projects and initiatives.  Makes presentations and offers training and other support.

• Successful completion of a three-year diploma or university degree in communications, journalism or a related field
• Demonstrated work experience of at least 2 years with responsibility for corporate communications, including website content, SEO, email newsletters, corporate publications and social media.
• Demonstrated experience writing for the general public and in a clear, friendly voice.
• Advanced written and verbal communication skills in English
• Attention to detail with advanced proofreading skills and knowledge of English grammar.
• Experience meeting current accessibility standards related to communication mediums.
• Critical thinking and analytical skills to assess complex issues of concern to stakeholders, including the Library Board.
• Advanced knowledge of current Office software (Word, Excel)
• Intermediate knowledge of Adobe Creative Suite platforms InDesign, Illustrator and PhotoShop.
• Intermediate experience with email marketing strategies (authentication, A/B testing, segmentation, etc.) and content development.
• Intermediate experience using a website CMS (i.e. Drupal 9)
• Intermediate knowledge of project management tools and strategies
• Thorough understand of branding principles and how to apply them to communications mediums.
• Ability to establish effective routines for excellent communication with other staff and partners to maximize efficiency.
• Ability to work quickly, accurately and effectively.
• Demonstrated ability to tale initiative and work independently.
• Ability to apply creativity and recommend strategies for communications initiatives in response to cultural and social trends.
• Familiarity with emerging technology and a thorough knowledge of current trends and innovations in digital media.
• Skilled at making public presentations and representing LPL in the community.
• Self-motivated, with a high level of initiative and proven ability to effectively manage multiple projects, solve problems, meet deadlines and work well under pressure.
• Very open to new ideas and influences, and quick to react to changing trends.
• An understanding of the very diverse audiences that LPL serves.
• Ability to work evenings and weekends as required.