Director of Communication

Sunday, December 1, 2019
Holland Public Schools
Position Details: 

DATE:                                       October 30, 2019                                                                                        

POSITION TITLE:                      Director of Marketing and Communication

LOCATION:                              District Administrative Office

STARTING DATE:                     January 6, 2020

COMPENSATION:                     $60,000-$85,000; Based Upon Experience and Education Level

TERMS OF EMPLOYMENT:        Full-Year Employee

REPORTS TO:                          Superintendent of Schools

PRIMARY JOB GOAL:  Holland Public Schools seeks a Director of Marketing and Communication. The Director of Marketing and Communication supports student achievement, enrollment, and district branding through the preparation of district publications, news releases, reports, and other internal and external communication methods. He/she will oversee the creation, writing and production of written and electronic communication via video and social media networks; analyze and recommend communication strategies; strategize enrollment, branding and school transition opportunities; and oversee ADA communication procedures for the district. The outcome goal is to build greater industry/community awareness of HPS’ instructional and extra-curricular programs that position HPS as an education destination for internal/external choice in the greater Holland/Zeeland Community.


  • Master’s Degree in Communication or related field, preferred
  • Demonstrated successful experience in a multicultural setting
  • Documented evidence of successfully putting together and implementation of a short and long-term communication strategy built upon the mission/vision of a district/organization consistent with identified branding
  • Demonstrated experience in working with school elections preferred
  • Effective oral and written communication skills; and exceptional interpersonal skills
  • Ability to prioritize numerous work assignments and tasks while meeting established timelines
  • Must meet the requirement of School Safety Legislation – 2005 PA 129-131 and 139 (Complete FBI Fingerprints are required).


  • Manages the district information and school-community relations communication system
  • Sets annual objectives and manages district media relations
  • Amplifies “Right for Me” brand messaging in all media materials and interviews inclusive of outdoor, display, and social media advertising
  • Organizes, assimilates, and disseminates information about Holland Public Schools to the public through print and non-print media. Plans and manages budget for advertising, promotions, publicity, web-site management, and public outreach activities
  • Manages the development, implementation and evaluation of comprehensive internal and external district communication plans including, but not limited to, publications, media relations, and electronic communications to ensure district branding and messaging
  • Oversee a website brand launch with a comprehensive digital and direct marketing campaign
  • Develop valuable, brandable, easily shareable content utilized by internal/external social media leaders
  • Review, recommend and increase community relations by initiating and implementing a communications plan that will deliver critical school messages to existing school families, prospective school families, and the Holland/Zeeland area community consistently throughout the year 
  • Identify, train, and oversee brand ambassadors of the district
  • Collaborate with the City of Holland to develop a strategic and sustainable marketing/communication initiative
  • Conducts market research of public perception regarding the district or current issues in education and implementation of district programs
  • Targets research to address findings/outcomes
  • Maintains open lines of communication with all community organizations and provides prompt responses to requests for public information about the district, its policies, and its programs
  • Contacts media representatives to initiate articles and news releases about district programs; communicate with media representatives about sensitive or controversial information, and creates press kits and other media information during crisis communication
  • Supervises the creation and maintenance of the district website and social media platforms adhering to all ADA compliance standards
  • Meets with parents and community groups to articulate district programs and services
  • Establishes criteria to measure outcomes of the communications department related to community perception, student enrollment, and use of social media platforms
  • Assigns, evaluates and monitors assigned staff
  • Maintains and regularly updates a file of community organizations and their officers, mailing list of residents, and mailing lists of community groups with clearly expressed interests in educational activities
  • Coordinates district community support programs
  • Leads production of school board meetings
  • Approves all fliers going home with students
  • Organizes back-to-school community involvement, kindergarten enrollment, fall/spring open-houses and school transitions.
  • Advises the Superintendent of probable public relations consequences relating to shifts in existing programs and policies
  • Performs other duties as assigned


  • Internal and external candidates should apply online at: by December 1, 2019 by 4:00 p.m. or until filled.


Holland Public Schools does not discriminate on the basis of race, color, national origin, sex (including sexual orientation or transgender identity), disability, age, religion, height, weight, marital or family status, military status, ancestry, genetic information, or any other legally protected category. Everyone is welcome at our school events as well. Call 494-2005 and we will make reasonable accommodations for disabled persons. Inquiries regarding our district's non-discrimination policies should be directed to:  Karen Sherwood Deputy Superintendent, Holland Public Schools, 320 W. 24th St., Holland, MI 49423 (616) 494-2025.


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