SNBTS Donor Services
Donor Publicity Manager
SNBTS
Full Time 37.5 Hours per week
Band 6 - Salary Scale £26,041- £34,876 per annum
Location – Flexible
As a vital part of NHSScotland, NHS National Services Scotland’s mission is to enable and support the delivery
of better health and better care, working in partnership. We do this by providing a range of specialised support
services that enable NHS Boards to focus their efforts on delivering health improvement and patient care.
The Scottish National Blood Transfusion Service is the specialist provider of transfusion medicine in Scotland,
supplying high quality blood, tissues, products and services across the country. With Transfusions Centres in
Inverness, Aberdeen, Dundee, Edinburgh and Glasgow, SNBTS work with communities, hospitals and
professionals to ensure that the donor’s gift is used wisely and effectively for the benefit of patients.
We are seeking to appoint the Donor Publicity Manager to the newly formed Donor Marketing and Engagement
Department. Reporting to the Head of Donor marketing and Engagement you will be responsible for the day to
day co-ordination of the marketing and publicity activity to support the Donor Relationship Management strategy
and in the development of plans that will ensure the strategic and tactical donor relationship and retention goals
are met. You will make a significant contribution to the development and implementation of the 3-5 year
integrated Marketing & Communication Strategy and plans required to support effective donor recruitment and
retention by delivering a world-class blood strategy that delivers value for money and meets the transfusion
needs of patients in Scotland.
You will be highly motivated with strong problem solving skills. You will have well developed analytical skills and
will be adept at finding innovative solutions. You will be educated to degree in a relevant subject.
The successful candidate(s) must comply with the Mandatory Induction Standards and with the Code of
Conduct for Healthcare Support Workers.
Our benefits package includes final salary pension scheme, comprehensive range of work life balance policies,
occupational health services, learning resource centres and discounted leisure, financial and shopping benefits.
For an informal discussion on the post, please contact Miss Jennifer Wilson, Head of Donor Marketing and
Engagement on 07770536706 or email: jenniferwilson4@nhs.net
For an application pack please
www.jobs.scot.nhs.uk. Ref G24098.
complete
the
online
application
form
on
the
SHOW
website
Closing date for completed applications is 12 noon on 29 July 2014
Please note that only those applicants called for an interview will be contacted. If you have not received a
response within 4 weeks of the closing date, please assume that you have been unsuccessful on this occasion.
Further information on NSS is available from: www.nhsnss.org.
NHS National Services Scotland is the common name of the Common Services Agency for the Scottish Health Service.
NHS National Services Scotland is an equal opportunities employer.
Candidates with disabilities who meet the minimum selection criteria will be guaranteed an interview
JOB DESCRIPTION
1.
JOB DETAILS
Job Title:
Donor Publicity Manager
Immediate Senior Officer/Line Manager:
Head of Donor Marketing and Engagement
Department(s):
Donor Services, NSS Blood Tissues & Cells (BTC)
Location
Flexible
Job Reference:
2. JOB PURPOSE
The post-holder will co-ordinate the marketing and publicity activity to support the Donor Relationship
Management strategy and in the development of plans that will ensure the strategic and tactical donor
relationship and retention goals are met.
The post holder will coordinate and implement marketing and publicity activity designed to support blood
collection activity and ensure sufficiency of supply
Ensure that in communications drive a clear awareness or call to action and preserve the positive image &
reputation of the SNBTS.
3.
DIMENSIONS
Blood is collected at a number of static sites and at blood collection ‘sessions’ in the community across
Scotland. The Staff are located in a number of geographically dispersed departments based across
Scotland.
Locations:
National Donor Services Department Located in Edinburgh
Three Donor Services Territories (with six hubs) in North (Aberdeen, Inverness, Dundee), South East
(Edinburgh) and West (Glasgow & Dumfries)
Donors:
Donor Attendance per Annum
New / Returning Donors per annum
£260,000
£50,000
Apheresis procedures per annum
Blood Collection session events per annum
Donor Communications per annum
Budget:
Staff:
£13,000
£2,500
£1,000,000
Goods and Services £580,000
Salaries and Wages £280,000
The post-holder managers the Donor Recruitment and Engagement Team.
4. ORGANISATION CHART
SNBTS Director
Associate Director
Donor Services
Head of Nursing Donor
Services
Clinical Director
Donors &
Manufacturing
Territory
Head of
Head of Donor
Head of Donor
Services
Collection Planning
Marketing and
Specialty
Senior
Doctors
Nurse
Donor Care
Managers x3
Service & Quality
X3
Donor Operations &
Resourcing Support
Manager
Planning Officers
X3
X3
Collection
Assistant DSOM
Engagement
Donor Publicity
Manager
Donor
Improvement
Manager
Clinical Support
Recruitment &
Collection Resource
Managers
Donor Relations &
Scheduling
Team Manger
Publicity
Officers
Manager
Donor
Communications
Officer
Services
Support Officers
Print &
Fulfilment
Manager
5.
ROLE OF THE DEPARTMENT
The Donor Services Department is responsible for the planning and provision of adequate supplies of safe, high
quality blood components for NHS Scotland in full compliance with regulatory requirements.
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BTC Donor Services leads, develops, implements and maintains an approved national strategy for the BTC
blood donor program. The department is responsible for all aspects of donor communication, donor
recruitment, publicity, administration and the blood collection and Apheresis programmes to meet the
demand for blood.
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The department deals with approximately 260,000 donor attendances per year yielding some 220,000
donations, and ensures the provision of secure a safe and sufficient blood supply, to appropriate
regulatory and legal standards, that meets NHS Scotland requirements
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The Department develops and implements policy, processes and systems for the safe, effective, person
centred care of blood donors to ensure donation is safe for donors and the blood collected safe for
patients.
In addition, in Dundee, the department currently provides nursing support to the Clinical Directorate for a
range of clinical and therapeutic services for patients being treated in NHSScotland. This is presently
under review.
6. KEY RESULT AREAS
1) Contributes to development and implementation of the 3-5 year integrated Marketing & Communication
Strategy and plans required to support effective donor recruitment and retention by delivering a world-class
blood strategy that delivers value for money and meets the transfusion needs of patients in Scotland. This
includes all PR activity in support of Give Blood campaign, ‘Above the Line’ activity and tactical recruitment
activities (e.g. Schools Programme, Volunteer and Community Liaison activities).
2) Responsible for delivery of all ‘Above the Line’ donor communications required to support the integrated
marketing model. Ensuring high quality and professional communication standards are met across a range of
medium for donors, public and stakeholders. Mediums include: TV, radio, leaflets, publications, social media,
and Public Relations key messages. The post-holder will act as the operational liaison with appointed
advertising and media buying agencies to deliver art direction, studio, design and production and ensuring
that all outcomes and deadlines are met within budget.
3) Responsible for planning and delivery of Scotland wide pro-active Please Give Blood PR activities with strict
attention to detail and sensitive and appropriate handling of donors, patients, celebrities, medics and
journalists. This comprises development, co-ordination and planning of campaigns and innovative PR
initiatives across Scotland designed to secure donor recruitment and responsiveness to meet the transfusion
needs of patients in Scotland.
4) Develops and maintains excellent relations with key stakeholders and partners within television, radio and
national press news desks to ensure effective coverage and enhance organisation’s reputation and result in
added value to the Give Blood Campaign by generating a minimum of £400K per annum, (Advertising
Equivalent Value). Extensive negotiation and collaboration skills required.
5) Contributes to the design, specification and validation of systems that support the monitoring, analysis and
management of the Donor Marketing and Engagement Strategy for blood donations to meet the needs of
patients whilst making best use of the donor’s gift (e.g. Donor Relationship Management systems, Donor
Portal and Digital interfaces, econometric modelling systems).
6) As part of the Donor Marketing and Engagement Team, the post-holder will use expert judgement and
extensive analysis to maximise the effectiveness and efficiency of marketing activity. The post-holder will
review, research outcomes, performance measures, research and activity trends to support effective decision
making. Contribute to the specification of the Management Information requirements to support effective
performance management and Improvement and monitoring quality and feedback.
7) Ensure that communications drive a clear awareness or call to action utilising agreed key messages to
preserve the positive image and reputation of the NSS BTC by writing relevant copy, press releases and briefs
to relevant agencies. .
8) Responsible for the development, implementation and monitoring of compliance with in-house corporate
style guidelines and standards to build on the existing professional image of the BTC. Co-ordinates the design
and production of new material including commissioning of photography for publications and press publicity.
9) Responsible for management of donor marketing budget to secure spend within budgetary constraints,
maximising potential from overall spend on publicity to ensure value for money and cost control. As required
the post-holder will contribute to the preparation of Business Cases and procurement exercises in compliance
with Standard Financial instructions.
10) Responsible for Leadership of Donor Recruitment and Engagement staff based in three territories and (i)
recruitment, development and motivation of staff to ensure that they are encouraged to work towards the
Strategic Business Unit (SBU) targets and objectives, (ii) ensuring that the staff training and development
needs are identified and delivered to an appropriate training plan, (iii) ensuring delivery of KSF targets, and
(iv) ensuring staffing levels are safe, effective and efficient to meet the needs of the donor and collection
programme.
11) Contributes to the development of NSS BTC Donor Research Strategies including donor customer satisfaction
surveys, allocation of Qualitative and Quantitative Research projects, to support strategy development and
monitor effectiveness. The post-holder will support other research initiatives with particular responsibility for
generating appropriate stimulus materials and messages.
12) The post-holder will present to internal and external audiences on all aspects of donor marketing strategies.
Design and deliver training packages and presentations to staff and train staff on all aspect of donor
communication and marketing ensuring that the method of delicvery and information provided are
appropriate to the audience.
7. ASSIGNMENT AND REVIEW OF WORK and DECISIONS AND JUDGEMENTS
Work for the post-holder is generated from a broad framework determined in conjunction with the Head of Donor
Marketing and Engagement in terms of delivering the strategic objectives in the business plan and also in
response to customer demands. Post-holder has specific national lead responsibilities and is accountable for own
professional actions and decisions taken in the area of responsibility.
Within this framework the post-holder has autonomy and sets their own priorities, ways of approaching work,
resolving issues, managing risks and using judgement appropriately. Post-holder will contribute to the
development of policies and procedures to ensure delivery of objectives
Objectives agreed with Head of Donor Marketing and Engagement on a 6 monthly basis with area performance
reviews being conducted monthly.
8. COMMUNICATIONS AND RELATIONSHIPS

The post-holder is required to ensure effective liaison within the wider Donor Services Team to improve
effectiveness, efficiency and service delivery by supporting effective blood group and component recruitment
and retention.

Post-holder will provide and receive complex and sensitive information, often dealing with contentious
information, which requires well developed communication, interpersonal, training and reassurance skills to
overcome barriers to effective communication.

Occasionally, Donors’ offers of help need to be declined and this requires tact and diplomacy.

Journalists’ expectations need to be managed through application of effective communication / negotiating
skills.

The post-holder needs to be able to communicate effectively with a full cross section of the public with
different levels of understanding and needs to adhere to plain English in all written communications to ensure
understanding.

Managing comments and complaints on Facebook and Twitter proactively and rapidly to minimise
reputational risk while maximising Donor engagement.

Typical communication activities include the following;
o
Delivers publicity training to relevant staff.
o
Delivers lectures / formal presentations / webinars to various staff groups, the general public, various
stakeholders and UK / International transfusion services to recruit and retain donors.
o
Upholds the reputation of BTC, promoting and marketing its activities in all media and public
interactions.
o
Writes donor information leaflets and general information on the work of BTC including inputting to
the production of medical selection guidelines for use by Blood Collection staff.
o
Cares for the welfare of patients who undertake publicity work, looking after their wellbeing,
explaining matters to them and meeting their needs.
o
Clear and effective communications across all media produced for donors.
Internal NSS:
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Associate Director: Donor Services
Territory Heads of Donor Services
Collection Planning manager
Head of Nursing, Donor Services
Clinical Director , Donors & Manufacturing
Clinical Support Team
Service and Quality Improvement
NSS Head of Communications
Information Management staff
Digital Group
Publications Group
Web Steering Group
National Publicity Group
BTC Quality Manager
BTC Finance
External:
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Media Stakeholders
News desks
Advertising companies
Printers, call centre, mailing and card providers,
Royal Mail,
Blood Donors:
Transfused patients, celebrities and medics,
suppliers:
General Public
Scottish Government Marketing Unit
Other UK Blood Services & public sector campaign
Patients / campaign ambassadors
Global Transfusion Services
Social media
9. MOST CHALLENGING PARTS OF THE JOB

To participate in the development of a strategy that meets donor expectations while balancing the needs
for sufficiency at all times with the need to minimise wastage. To continuously develop and implement
new initiatives to gain attention of media and public and to maximise publicity on all marketing activities
whilst retaining the balance and ethos of a local community service based on goodwill and generosity.

To maintain and develop a high level of public, donor and staff commitment to blood donation.
Motivating all groups to meet regularly changing demands in blood collection and platelet targets in the
face of major changes in donor selection guidelines.

To plan and organise own time in order to deliver all requirements of the post whilst constantly juggling
competing demands and deadlines. .
10. SYSTEMS
There is a regular need to use various computer systems, packages and software. Systems / packages used are as
follows;

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Newslink press wire
E Progesa and Donor Relationship management systems
Adobe
All Microsoft packages
Intranets
PECOS
QPulse
Social media admin and analytical rights (Facebook and Twitter)
Klout Scoring (web presence)
Web – overseeing Umbraco
11. PHYSICAL, MENTAL, EMOTIONAL EFFORT
Physical Effort:

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Frequent requirement for sitting at a key board e.g. 2-3 hours at a time with (appropriate breaks).
Requirement to carry heavy equipment to internal and external meetings (e.g. laptop and / or projector).
Frequent travel required which may include driving between 2 and 3 hours; also travel by train and by air.
Mental Effort:

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Strong element of unpredictability in working day. The ability to make sound judgements, deal with
unpredictable interruptions and meet deadlines, using own initiative. Requirement for post-holder to change
from one task to another, prioritising effectively and adjusting plans.
Substantial mental effort required in terms of problem solving, juggling demands, and negotiating and
influencing customers in respect of competing priorities within the Service Area to ensure sound judgements
are made.
Sustained concentration, 2-3 hours at a time required to create and review complex analyses and reports.
Frequently required to work to tight deadlines.
Ability to sustain mental effort and attention required to chair meetings; ensuring discussions remain focussed
and balance of views extracted.
Emotional Effort:

During times of PR campaigns required to visit homes and families of transfused patients, and support them
through the PR process, some of whom may remain relatively unwell. The post-holder is, on occasions, required
to offer condolences to the families of deceased donors.

Requirement to alter working pattern during times of external influence (swine flu, prolonged severe weather)
or during sustained period of imbalance between Demand and Supply.

Occasional exposure to distressing or emotional circumstances in relation to media handling, donor complaints,
staff discipline and grievance matters.
12. ENVIRONMENTAL/WORKING CONDITIONS & MACHINERY AND EQUIPMENT
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Daily use for long periods, up to 7 hours at time with VDU and laptop computers.
Regular travelling throughout Scotland for meetings and talks.
Occasional requirement to work in transit.
13. KNOWLEDGE, TRAINING AND EXPERIENCE REQUIRED TO DO THE JOB
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Educated to degree level with in relevant professional discipline with significant experience in relevant
field.
Experience of managing external suppliers of marketing services essential.
Membership of relevant professional Institute is highly desirable, e.g. British Blood Transfusion Society
(BBTS), Member of Chartered Institute of Marketing (CIM).
Considerable, demonstrable relevant marketing, PR and digital experience.
Evidence of previous social marketing experience would be an advantage.
Experience of Business planning budget planning and management.
Project and Change Management experience.
Has well developed communications skills to deal persuasively with staff at all levels.
Excellent and well developed writing skills.
Detailed knowledge and experience of Scottish media, journalists and news desks.
14. JOB DESCRIPTION AGREEMENT
A separate job description will need to be signed off by each jobholder to
whom the job description appli
es.
Job Holder’s Signature:
Date:
Head of Department Signature:
Date:
HR Department will check job description format and content and then
send the job description to the AfC Team
HR Representative’s Signature:
Date:
Territory Dimensions
Donor
Attends
Apheresis
Procedures
New
Donors
Centre
Based
Sessions
External
Sessions
Total
Sessions
North
69000
5000
9500
530
377
907
South East
64000
2500
10500
306
312
618
West
10200
0
5500
20500
312
772
1084
G&S
S&W
North
£1.35m
£2.2m
South East
£1.07m
£2.6m
West
£1.98m
£3.4m
WTE
Head Count
Direct
Reports
North
86
123
2
South East
78
111
2
121
173
2
West
Summary of Key Terms and Conditions of Post
Division/Department:
Blood, Tissues & Cells
Location:
Flexible
Job Title & AfC Pay Band:
Donor Publicity Manager – Band 6
Salary/Salary Scale:
£26,041 - £34,876 per annum
Conditions of Service:
Your terms and conditions of service are in accordance with the Agenda for
Change Terms and Conditions Handbook. Agenda for Change comprises a
new National pay system and job evaluation scheme for the Health Service, a
harmonised set of terms and conditions of employment and a new Knowledge
and Skills Framework which was introduced across the NHS from 1st
December, 2004.
Hours of Duty:
The standard full-time hours for NHS staff are 37.5 hours, exclusive of meal
breaks, normally to be worked over 5 days per week. The hours of this post
are 37.5.
Annual Leave:
The annual leave arrangements are:
o
o
o
27 days (202.5 hours) on commencement
29 days (217.5 hours) after 5 years’ service
33 days (247.5 hours) after 10 years’ service.
8 public and statutory holidays are also available within the leave year.
Superannuation:
(NHS Pension Scheme)
Employees will be automatically superannuated under
the terms of the National Health Service Superannuation Scheme,
unless they formally elect to opt out of the scheme.
Any queries on whether or not pension rights are transferable should be
addressed direct to the Scottish Public Pension’s Agency, Health Service
Branch, 7 Tweedside Park, Tweedbank, Galashiels, TD1 3TE.
Medical Assessment:
Appointment to this post will be subject to satisfactory medical clearance. The
successful candidate will be required to complete a pre-employment health
declaration form and, where appropriate, undergo a health assessment by the
Occupational Health Service.
Summary of Key Terms and Conditions of Post (cont.)
Knowledge and Skills
A new NHS Knowledge and Skills Framework will be applied
Framework:
to all jobs covered by Agenda for Change. Under the Knowledge and Skills
Framework, staff will have annual development reviews, which will result in the
production of a personal development plan.
NHS NSS is committed to promoting continuous staff development and a
number of divisions have Investors in People accreditation. There is equal
access to training for all staff.
Equal Opportunities Policy:
NSS is an Equal Opportunities employer and the policy applies to all
aspects of employment.
Smoking Policy:
We operate a No Smoking Policy.
Person Specification
This form must accompany the Job Description to which it refers
Job Title
Donor Publicity Manager
Job Reference
G24098
AFC Band
Band 6
Requirement
Essential
Desirable
Qualifications
Educated to Degree level
Evidence of post graduate skills
development in marketing and
communications
Experience
Experience in working integrated
marketing and communications
Experience in working on social
marketing is highly desirable
Project and Change Management
experience.
Experience in strategy
development and research are
highly desirable
Experience in copywriting and in
writing Plain English
communications.
Evidence of ability to flex and
change messaging as appropriate
Knowledge of Healthcare
environment including blood
transfusion
Experience in managing external
agencies and service providers is
highly desirable
Experience in preparing business
cases
Training
High level of computer literacy
with extensive knowledge of
Word, Access, Excel, PowerPoint,
Training in preparing clear
communications designed to
maximise comprehension
Evidence of training in digital and
social media communications and
website management
Desirable to have knowledge and
understanding of the logistics of
Blood Collection, processing,
testing and supply chain
management
Personal Qualities
Strong Leadership qualities with
good interpersonal skills
Ability to work with a
multidisciplinary team to deliver
excellence
Excellent communications skills.
Excellent organisational and
forward planning skills
Excellent prioritisation and time
management .
Self motivated
Ability to analyse options and
deliver effective solution essential
General
Full UK Driving License essential
NATIONAL SERVICES SCOTLAND
STAFF BENEFITS PACKAGE
Working for the NHS provides individuals with excellent career prospects and access to a wide range
of jobs. NHS National Services Scotland employs approximately 3,500 staff working in a number of
locations across Scotland.
Some of the benefits of working for NHS National Services Scotland are:-
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A minimum of 27 days annual leave (pro rata) increasing with service
Eight public holidays (pro rata) per year
Access to flexible, family friendly working arrangements
Membership of the NHS Scotland superannuation scheme. Membership also includes a lump
sum death in service benefit.
Excellent training and development opportunities
Season Ticket Loan Scheme
Childcare Voucher Scheme
Cycle to Work Scheme
Access to national and local staff discounts and promotions
Occupational Health Service
Employee Counselling Service