Red Cloud Indian School
Position Description: Associate Director of Communications
Job Status: Full-time
Classification: Exempt
Reports to: Vice President for External Affairs
The Associate Director of Communications (AD) is an integral position to ensure the success of RCIS’
external affairs and advancement efforts. A member of the advancement team, the AD provides
strategic communication leadership, production and direction, fostering a greater public, staff and Board
understanding and appreciation of the organization in order to support organizational priorities and
financial outcomes. The AD plans and executes communications that enhance the visibility, public
perception and awareness of RCIS to its stakeholders. In collaboration with the Vice President for
External Affairs and Communications Coordinator, the AD develops, implements, models and provides
oversight of the short and long-term strategic communications and marketing and branding plans for
the institution, contributing to the organization's consistent achievement of its mission, vision, and
goals.
Opportunity for remote work and position advancement exists.
Essential job functions:
Content Creation & Branding – 40%
 Stays abreast of significant program developments, events and happenings on campus, through
regular (weekly) outreach to program leaders in the schools, parishes and The Heritage Center.
 Plans, develops and supervises a robust editorial calendar, balancing coverage of school, parish
and THC activities and with significant input from external affairs, major gifts and grants staff
around institutional/fundraising goals.
 Supports and directs the Communications Coordinator in conducting interviews, photographing
and writing, editing and coordinating the creation of internal and external communications
materials, including 2+ stories each week.
 Ensures accuracy in all communications materials and maintains consistency and integrity of Red
Cloud messaging and voice; considers audience; maintains common editorial and graphic
standards across publications, web and press releases.
 Works with the VPEA to develop brand and institutional messaging and collateral; creating
content for the quarterly newsletter, strategic planning initiatives, institutional announcements
and correspondence and fundraising materials.
 Support the VPEA in work with design, graphics, print, and photography vendors.
Digital Outreach – 20%
 Directs the use of an interactive multimedia website that effectively tells Red Cloud’s story.
Conduct an annual, systematic review of web content throughout the site to ensure updated
content, maintaining consistent design, branding and navigation integrity.
 Maintains with the Coordinator social media channels that engage and increase followers;
creates strategy and works with the Coordinator to schedule daily posts; offers guidance to
designated staff in The Heritage Center responsible for posting.
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Collaborates with the Coordinator to plan, conceptualize and write a monthly enewsletter
highlighting top web stories and institutional news.
Works alongside the Executive Director of Advancement in management of web vendors,
including but not limited to Blackbaud NetCommunity and MyEmma, keeping informed of its
role and potential at RCIS.
Traditional Outreach and Media Relations – 15%
 Serves as primary point of contact for local and regional members of the press; works closely
with leadership and program staff to coordinate media visits and schedule interviews when
appropriate; prioritizes need for the Vice President of External Affairs’ involvement.
 Leads strategy and implementation in developing pro- and reactive media relationships, creating
opportunities pursuant to increased strategic placement, public perception and awareness to an
increasing pool of stakeholders.
 Shares major releases with Red Cloud’s press list and identifies opportunities to proactively
pitch stories to local, regional and national reporters.
 Develops paid advertising materials and negotiates contracts; maintains Red Cloud advertising
for major events (primarily the Red Cloud Indian Art Show)
Management – 15%
 Directs and supervises the work of Communications Coordinator and Communications Intern
(summer), training staff as necessary.
 Works with the Communications Coordinator to build practical and detailed timelines, set
priorities and ensure deadlines are met, accounting for all deliverables.
 Analysis of impacts, response rates, outcomes, etc. of communications efforts.
 Consider opportunities for extended learning, including attendance at statewide, regional or
national conferences on web design and marketing communications. Provide recommendations
to superiors on additional, personal training.
 Maintain the Communications budget.
Media Collections & Archiving – 5%
 Work with Communications staff to maintain and organize audio recordings of interviews and
photographs and video for use in communications and fundraising materials.
 Establish operational standards and processes in the department, including creation of an
editorial style guide, branding and identity guides, social media policies, and organized
systems/RCIS best practices.
Other duties as assigned – 5%
The contact person for this job is Lisa Swallow Director Of Human Resources 100 Mission
Drive Pine Ridge SD 57770 or email lisaswallow@redcloudschool.org. Position is open until
filled.
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