Creative Copywriter

William & Mary | Williamsburg, VA - Posted 2 weeks ago

The Creative Copywriter is a key member of the Strategic Communications team in University Marketing at William & Mary. The Creative Copywriter will be responsible for creating, editing and maintaining external-facing digital content that aligns with the university’s mission, vision, values and brand. This role reports to the Director of Marketing Communications and partners with and works with colleagues across University Marketing, University Advancement, Undergraduate Admission and University Communications.

The Creative Copywriter will create short, pithy copy as well as longer-form content that furthers the university’s strategic objectives of enrollment (attracting quality applicants to William & Mary by reaching prospective students and their families); advancement (encouraging support the university through giving, volunteer service and engagement); and institutional reputation (enhancing positive associations with our brand).

This role primarily involves writing and optimizing creative content across multiple platforms including digital ads, webpages, marketing campaigns, brochures, signage, event invitations, video captions, emails, social media posts and other channels. The ideal candidate will have a deep understanding of web and SEO best practices, a strong voice in digital storytelling and the ability to write creative, compelling, engaging content that resonates with diverse audiences.

This is a hybrid position based in Williamsburg, Virginia, that offers a flexible work environment.

80% – Content Development:

• Write creative and compelling content to ensure that priorities and key messages are articulated clearly, succinctly and consistently in print and online, including digital ads, marketing campaigns, fundraising materials, reports, brochures, signage, event invitations, webpages, video captions, emails, social media posts and more.
• Create short, pithy, creative marketing copy that catches the attention of our audiences and furthers our brand awareness.
• Bring creative ideas that offer a unique interpretation or editorial opinion that reflect the W&M brand and support key messages and goals.
• Digital Advertising Copy
• Develop compelling and concise copy for digital ads, banners and social media campaigns aimed at increasing brand visibility and driving website traffic.
• Work with strategy and design teams to ensure messaging aligns with visuals and broader campaign objectives.
• Website Content Creation
• Draft and edit clear, engaging and SEO-optimized content for the university’s website, ensuring it reflects the university’s brand.
• Collaborate with the web team and designers to ensure content is displayed in an appealing, user-friendly manner.
• Print and Email Marketing Campaigns
• Craft persuasive copy for enrollment-focused print collateral and emails, supporting student recruitment efforts and communication strategies.
• Collaborate with marketing teams to develop content that drives engagement and conversions.
• SEO and Analytics
• Incorporate SEO best practices into all web content, using keyword research to inform writing and help improve organic search performance.
• Work to adjust copy based on the performance of digital content through analytics tools and A/B testing, adjusting strategies based on data insights to enhance engagement and user experience.
• Ensure all materials adhere to Associated Press style, W&M’s editorial style guide and brand guidelines.
• Conduct research to fact check data, statistics and other claims included in materials.

15% – Content Strategy and Planning:

• Analyze trends, evaluate, feedback on communications and recommend improvements.
• Assist in developing a content calendar for the website, emails and digital ads, ensuring timely delivery of high-quality content.
• Contribute to discussions on content strategies that support university goals, particularly around enrollment and brand positioning.
• Partner with departments across the university to ensure messaging is accurate and aligned with key institutional priorities.
• Serve as a liaison between the marketing office and various stakeholders to gather content…