OUR PLACEMENTS

Placement summary

Sail Scotland Ltd, the national marketing organisation for the marine leisure industry in Scotland, is recruiting for a graduate for a 9 month marketing role. The successful graduate will assist in the delivery of a marketing campaign, designed to grow the number and value of sailing visitors to Scotland, in direct support of the emerging National Marine Tourism Strategy and the national strategy Tourism 2020. This role will be based in Inverness (or nearby) with the graduate working from home for 3 days per week and working from an office in the Seaport Marina in Inverness for 2 days per week.

Job description

Project Description

The marketing campaign is a clear evolution from our existing marketing activities, and will assist us in making a step-change as an organisation from a focus predominantly on UK Boat Shows, to being a strategic marketing organisation, with a multi-channel approach to targeting a balanced portfolio of domestic and European markets.

In order to achieve this, delivery will be clearly focused on digital platforms, with offline activity such as consumer exhibitions and promotional campaings driving traffic towards a strong, innovative digital presence. This will in-turn feed data capture and segmentation, allowing for future segmented e-marketing activities across all key markets. Central to this will be development of a new consumer facing website which will be the call-to-action for all marketing activities. The site requires strong, regular content creation, and will also act as the portal for new member sign-up.

These marketing activities will be far beyond what Sail Scotland currently delivers, and the graduate will be involved across all activities, with particular responsibility for content creation, social media management, and membership growth.

The role will include the following:

• Work with the Chief Executive to design and implement marketing strategies for priority markets to engage with key target audiences.

• Assist in the planning and implementation of a marketing, digital and social media strategy, promoting Scotland as a destination to visit and sail.

• Work closely with agencies (advertising, digital, media, PR) in the development and implementation of strategies.

• Interpreting feedback from primary and secondary research to tailor online content for different markets.

• Work with partner organisations including VisitScotland, SDI, Scottish Canals, Malin Waters, and member businesses in promoting Scotland as a destination to visit and sail.

• Put robust evaluation processes in place to measure the effectiveness of activity.

• Enhance the website, updating it with relevant and engaging content on a regular basis;

• Monitor and analyse web traffic;

• Increase Sail Scotland’s revenue generating activities by growing membership numbers and advertising income;

• Attendance at UK and Overseas Boat Shows to showcase Sail Scotland;

• Prepare guidelines for all the above to ensure other Sail Scotland staff can carry out all tasks;

• Respond to enquiries from member businesses and potential visitors;

• Any other duties as required by the Chief Executive or Directors.

This position is part funded by Highlands and Islands Enterprise and the European Regional Development Fund.

Qualifications

Minimum Degree in relevant discipline (Marketing preferred)

Skills / Experience

Essential Skills

• Graduate calibre preferably with marketing qualification;

• Experience in marketing with particular emphasis on content marketing, email marketing, digital technology, and social media;

• An understanding of complete marketing mix;

• Ability to work independently and use own initiative;

• Strong copywriting writing skills;

• Good IT skills, meticulous and thorough, with outstanding attention for detail;

• Easily capable of winning the confidence, trust and support of member businesses and partner organisations.

Desirable Skills

• Knowledge and understanding of sailing and/or marine tourism;

• Open-minded and entrepreneurial;

• Excellent communication skills, tenacity and ability to make things happen;

• Strong understanding of CMS, CRM and social media;

• A strong visual eye and creative judgement;

• Driving licence and preferably own vehicle;

• Foreign language skills would be a bonus, but not a requirement.

Benefits

Company benefits

• Overseas travel to Boat Shows will be part of the role.

• It is hoped that additional training opportunities will be provided, but this will be cost dependent.

Placement benefits

As part of this ScotGrad Graduate Placement Programme, the candidate will benefit from support from a team within Highlands and Islands Enterprise and also access a four day residential course focussed on employability and business skills.

Additional information

Location: Inverness

Preferred start date: 04/08/2014

Company information

Sail Scotland is the national marketing organisation for the marine leisure industry in Scotland. The company was originally set up in 1994 by the local enterprise network and based on the following objective; “To provide improved marketing and additional promotional opportunities for members of the marine industry throughout Scotland, by co-ordinating joint campaigns, particularly in markets previously beyond the financial capabilities of the majority of trade members”.

Sail Scotland is funded by member’s subscriptions and contributions which cover “core” activities. Additional funding from various government bodies and private companies is used to supplement this wherever possible. The overarching role of Sail Scotland is to improve people’s perceptions, attitudes and awareness of Scotland’s as a destination for sailing and marine tourism. This is done through a range of marketing activities, including digital marketing and exhibiting at UK and international boat shows. On a daily basis Sail Scotland is led by Chief Executive, Daniel Steel. The work of Sail Scotland is guided by a Board consisting of eight Directors from the marine industry in Scotland.

Company sector: Tourism

Company website: www.sailscotland.co.uk

Placement contact details: Daniel Steel
07803207364