The Royal Foundation ‘Heads Together’ Campaign – Digital Campaign Officer Contract


ROLE TITLE:                         Digital Campaign Officer, Heads Together
REPORTING TO:                  Digital Campaign Manager, Heads Together
TERMS:                                   37.5 hours per week, 2 month fixed contract for services
LOCATION:                            Central London, Kensington (With flexibility)
CONTRACT:                           Mid-March 2017 to Mid-May 2017

The Campaign

Heads Together is a new high profile campaign run by the Royal Foundation and led by the Duke of Duchess of Cambridge and Prince Harry that aims to tackle stigma on mental health, and provide people with the practical information and tools they need for themselves and others. There has been huge progress made to tackle stigma surrounding mental health in recent decades, but it still remains a key issue driven by negative associations, experience and language. This campaign will build on the great work that is already taking place across the country, to ensure that people feel comfortable with their everyday mental wellbeing, feel able to support their friends and families through difficult times, and that stigma no longer prevents people getting help they need.

The current focus of the campaign will run for a year and be boosted by the Foundation’s official charity partnership with the Virgin Money 2017 London Marathon, which will help raise much needed funds for the partner charities involved. The Foundation has ambitious targets for this campaign; to start millions of conversations about mental health raise millions of pounds towards mental health charities.

Contract summary

We are recruiting for a Digital Campaign Officer to work within our campaign team. The role is primarily to support the digital team as part of a compact and busy communications team, in the development and delivery of the digital marketing strategy. In particular, hands-on monitoring and moderating of social media channels, including Facebook, Twitter, YouTube, and Instagram.

Contract Purpose

Identify, develop and implement Heads Together campaign profile and communications strategy for both internal and external audiences to meet campaign objectives.

Principal Accountabilities

Community Management & Monitoring (60%)

  • Monitor social media channels, respond to comments, moderate posts and engage with individuals and communities
  • Signpost individuals to mental health support available as appropriate within the Heads Together network of eight Charity Partners
  • Plan and coordinate innovative engagement opportunities for the Heads Together audiences
  • Monitor social networks for potential threats or opportunities in regards to the campaign
  • Monitor the success of the community and of social media in terms of overall marketing strategy
  • Look for trending topics or daily hashtags/awareness days for the campaign to engage in
  • Cover live social media updates at Heads Together events as required

Content Development 30%

  • Work with the Digital Campaign Manager and wider communications team on strategic content planning and working with agencies and partners
  • Work alongside Digital team to generate new ideas for planning social content and inputting to the content calendar
  • Be a driver of creative, visual content ideas within the team
  • Updating the website with new blogs, news articles, campaign updates and other content as required
  • Source and develop content (including stories, videos and pictures) to be used across social media channels using the appropriate tone-of-voice
  • Planning and scheduling content, using platforms such as Hootsuite
  • Seeking opportunities to develop stories or case studies with social media audience

Channel Growth & Development 10%

  • Communicate on trends, interesting posts, key influencers, questions and problems that arise during daily moderation shifts
  • Research ways to attract more fans/followers so campaign messages are reaching larger audiences
  • Tasks outside of the job description as required

Relationships (Internal & external)

  • Liaising with the social media teams of the campaign’s Charity and Founding (corporate) Partners, as well as supportive organisations and individuals, to coordinate their work with the campaign
  • To liaise and work with internal teams as needed and support the campaign team at events

Person Specification

The Royal Foundation is a high profile organisation and the successful candidate will appreciate the importance of discretion and confidentiality and have a mature and professional approach

Required Experience & Skills

Qualifications and experience:

  • Familiarity with community management and an affinity to engage with audiences
  • Ability to work with vulnerable people and be sensitive to their needs
  • Experience managing challenging responses and comments in a sensitive and productive way
  • In-depth knowledge and understanding of social media platforms and respective channels including, Facebook, Twitter, YouTube and how each channel can be used in different ways
  • Experienced at managing social media channels on behalf of a company/brand with a large engaged following
  • Experience of using social media scheduling platforms, such as Hootsuite and other similar tools
  • Ability to prioritise and manage a complicated workload
  • Experience of sourcing and managing content, development and publishing
  • Experience of contributing to marketing & communications activities

Desired Experience & Skills

  • Image and video editing experience (in particular Adobe Photoshop)
  • Knowledge of the mental health sector and support services available
  • Using Content Management Systems (CMS) such as WordPress
  • Experience working in the charity sector

Practical Requirements

Available to work beyond standard hours and to travel in UK as needed.

This document is not contractual and may be subject to change following consultation with the post-holder.

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