Role Purpose
The Marketing and Communications Officer will manage Rural Support’s day-to-day communications, PR and community engagement activity, maximising awareness, access and uptake of its core services including farm business support and farmer wellbeing programmes while actively supporting the communications work of the Fundraising Manager. The role plays a central part in ensuring services reach farmers effectively, particularly those who are harder to engage or at risk, enabling earlier intervention and improved outcomes, and in building trust and engagement with supporters, partners and the wider farming community.
Job Summary
The Marketing and Communications Officer, in partnership with the Senior Leadership team, will support the planning, development and delivery of marketing and communications activity that raises awareness of Rural Support, builds its profile and reputation, and supports its income generation and service delivery objectives. The role manages digital and print communications, media relations, social media, campaign and event promotion, community engagement and internal communications, ensuring a consistent and compelling voice and visual identity across all channels. The postholder will engage with a wide range of audiences including farmers and farm families, service users, the wider agri-industry, funders, media and the public helping to strengthen Rural Support’s reach, influence and sustainability, and work closely with the Fundraising Manager and service delivery teams.
Key Responsibilities
1. Strategy & Planning
Work alongside the Senior Leadership Team to develop and deliver a comprehensive marketing and communications strategy and an annual Marketing and Communications Plan in line with organisational and funder priorities.
Plan and execute campaigns that raise awareness of Rural Support’s mission, services and impact, including awareness days and dates significant to the farming and rural community.
Manage integrated communications across digital, print, media, and events.
Monitor and report on the performance of communications and marketing activity, using data and analytics to inform and improve future work.
2. Content Creation & Copywriting
Write and edit compelling copies for newsletters, blogs, press releases, reports, leaflets, case studies and other materials, adapting style and tone to different audiences and purposes, and reflecting the realities of farming life with clarity and sensitivity.
Develop visual content graphics, video and campaign materials both independently and in collaboration with external designers and providers.
Develop a library of case studies, testimonials and press cuttings that reflect the impact of Rural Support’s work, maintained in a structured and accessible way; capture and communicate impact, outcomes and case studies across all services.
3. Digital & Social Media
Manage and update Rural Support’s website, social media and email platforms, ensuring content is current, positive, accessible and engaging, and drives awareness and uptake of services.
Plan and post organic content across platforms such as Facebook, Instagram, X, LinkedIn and TikTok, tailored to the interests of the farming and rural community.
Track engagement metrics and report regularly on campaign performance and audience growth.
Manage email communications and mailing lists to ensure key audiences are reached effectively.
4. Public Relations & Media
Create and maintain a press and media contacts database, develop and maintain effective media relationships, and prepare press releases, monitoring coverage.
Manage press and media enquiries professionally and diplomatically, with particular sensitivity given Rural Support’s work in mental health and suicide prevention and in line with SHARE Guidelines Northern Ireland: SHARE Guidelines Northern Ireland | Department of Health
Proactively identify opportunities where a press release or media story would support Rural Support’s work and manage the process end-of-the-end.
Support the identification and preparation of spokespeople and provide regular reports to senior management on press and media coverage.
5. Programme Reach, Awareness & Community Engagement
Increase awareness and uptake of Rural Support services across the farming community, with communications and outreach targeted at harder-to-reach and vulnerable farmers to support early intervention and improved outcomes.
In partnership with the wider staff team, develop and deliver community engagement initiatives that increase awareness, participation and support for services.
Contribute to monitoring and evaluation by capturing communications data, insights and outcomes, and help demonstrate the reach and effectiveness of funded services through reporting and communications.
Ensure consistent, accessible, and relevant communication with service users and stakeholders.
6. Marketing, Campaigns & Events
Work in partnership with SLT and the Fundraising Manager to develop and execute marketing campaigns across digital, print and social channels in support of Rural Support’s services and fundraising activity.
Design and produce marketing materials, brochures and advertisements in line with brand guidelines, working with external suppliers where required.
Conduct market research to identify trends, audience needs and opportunities for growth across the farming and rural community.
Lead on the planning and delivery of internal and external events including campaigns, open days, staff events and fundraising activities coordinating branding, logistics and communications so events are accessible and welcoming to the farming and rural community.
Support income generation by promoting fundraising opportunities, education and training programmes, corporate and individual giving through digital and traditional channels, working closely with the Fundraising Manager where activity has an income dimension.
7. Internal Communications, Brand & Representation
Act as a brand guardian, providing guidance and support to colleagues to ensure all content and messaging is consistent, high quality and on brand across all channels and materials, including those produced in support of fundraising and partnership activity.
Establish and maintain effective internal communications and a document management system for communications materials; create templates for staff use (e.g. presentations, letters) and support the development or review of related policies and procedures.
Represent Rural Support at sectoral events, meetings, and networking opportunities as required.
Support innovation in outreach approaches to increase engagement and reach.
8. Data, Reporting & Collaboration
Maintain accurate records of communications and engagement activity, and ensure all activity complies with GDPR, safeguarding and organisational policies.
Track and analyse engagement across digital and offline channels to inform future activity.
Provide regular reports on communications and engagement activities to senior management.
Work closely with service delivery teams to ensure communications and outreach are planned in collaboration with programme delivery.
Work closely with the Fundraising Manager to ensure fundraising campaigns, corporate partnerships and community fundraising activities are well promoted across all channels.
Support organisation-wide initiatives and projects as required.
Benefits:Group Life Assurance Medical Aid / Health Care Parking
WHJS1_NI
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