Public Relations - Brand & Communications Specialist

Description

Description

Lake Butler Hospital is a critical access hospital providing 24-hour emergency services, inpatient hospitalization, inpatient short-term rehab, outpatient rehabilitation services, laboratory, and radiology services to Union County and the surrounding counties. We are devoted to providing all members of our community with premier-quality health care in a compassionate and inviting environment.

We are seeking someone experienced in brand management, content creation, and communications to join our team as a Brand & Communications Specialist.  This is an on-site position.

Position Summary

The Brand & Communications Specialist is responsible for planning, creating, and managing the hospital's internal and external communications while protecting and strengthening the organization's brand identity. This position serves as the primary content creator and brand steward for the hospital, ensuring consistent messaging across all print, digital, social media, and web platforms.

The Brand & Communications Specialist develops marketing materials that promote hospital services, providers, recruitment efforts, and community awareness while maintaining the hospital's established branding standards. This role manages the hospital website, social media platforms, photography, graphic design, and digital communications.

This position focuses on content creation, branding, and communications and does not coordinate community events or outreach activities.

Essential Duties & Responsibilities

Brand Management

• Serve as the guardian of the hospital's brand identity and visual standards.
• Maintain consistent branding across all communications and departments.
• Ensure logos, colors, fonts, photography, and messaging comply with established brand guidelines.
• Continue  and expand existing branding initiatives.
• Assist leadership with branding strategies that strengthen the hospital's image and reputation.

Marketing & Communications

• Create marketing campaigns promoting hospital services, providers, specialty clinics, and programs.
• Design brochures, flyers, posters, advertisements, newsletters, banners, presentations, and promotional materials.
• Write compelling copy for marketing campaigns, advertisements, website content, and publications.
• Produce internal communications for employees when requested.
• Assist leadership with communication during organizational initiatives and special projects.

Social Media Management

• Develop and manage the hospital's social media strategy.
• Create engaging content for Facebook, Instagram, LinkedIn, and other approved platforms.
• Schedule and publish social media posts.
• Monitor engagement and respond appropriately according to hospital policy.
• Analyze engagement metrics and recommend improvements.
• Maintain a consistent posting schedule.

Website Management

• Maintain and update the hospital website.
• Ensure website content remains accurate and current.
• Add new provider profiles, services, news articles, employment opportunities, and patient resources.
• Coordinate with vendors as needed for website functionality.
• Improve website content for search engine optimization (SEO) and user experience.

Graphic Design & Content Creation

• Design high-quality print and digital marketing materials.
• Produce graphics for social media and digital advertising.
• Create infographics, presentations, and educational materials.
• Capture and edit photography and video for marketing purposes.
• Maintain an organized digital library of photos, logos, templates, and marketing  assets.

Media & Public Information

• Draft news releases and public announcements.
• Promote positive hospital stories and accomplishments.
• Coordinate photography and interviews when appropriate.

Recruitment Marketing

• Develop recruitment marketing materials.
• Promote career opportunities across digital and print platforms.
• Assist Human Resources with employer branding initiatives.
• Highlight employee recognition and organizational culture.

Project Management

• Manage multiple marketing projects simultaneously.
• Prioritize requests from departments.
• Meet  established deadlines.
• Coordinate with outside vendors including printers, photographers, designers,  advertisers, and promotional product suppliers.

Analytics & Reporting

• Monitor website traffic and social media analytics.
• Evaluate campaign performance.
• Recommend improvements based on measurable outcomes.
• Provide periodic reports to leadership.

Compliance

• Ensure all communications comply with HIPAA requirements.
• Maintain patient confidentiality.
• Ensure marketing materials comply with applicable healthcare regulations.
• Obtain appropriate patient photo/video authorizations.

Requirements

Minimum Qualifications

Education

Bachelor's degree in one of the following:

• Marketing
• Communications
• Public Relations
• Graphic Design
• Journalism
• Digital Media

or equivalent combination of education and experience.

Experience

Preferred:

• Five years of experience in marketing, communications, branding, or digital media.
• Healthcare marketing experience preferred.
• Graphic design required.

Knowledge, Skills & Abilities

• Exceptional  written and verbal communication skills.
• Strong  graphic design abilities.
• Excellent organizational and project management skills.
• Creativity with attention to detail.
• Ability to manage multiple projects and deadlines.
• Strong  photography and visual storytelling skills.
• Knowledge of branding principles.
• Understanding of digital marketing best practices.
• Ability to work independently with minimal supervision.  Must be a self-starter who can meet deadlines.
• Strong interpersonal skills.
• Ability to collaborate across departments.

Technical Skills

Proficiency with:

• Mastery level skills in Adobe Creative Cloud (InDesign, Photoshop, Illustrator, Premiere Pro preferred)
• Canva Pro
• Microsoft Office Suite
• Social media management platforms
• Email marketing software
• Photography and basic video editing
• Google Analytics ()

Physical Requirements

• Ability to sit for extended periods.
• Ability to operate a computer and standard office equipment.
• Occasional lifting up to 25 pounds.
• Ability to move throughout the hospital to capture photography, attend meetings, and support departments.

Working Conditions

• Office environment with frequent interaction throughout the hospital and with department leadership.
• Occasional evening or weekend work for photography, special announcements, or urgent communications.
• Periodic travel within the community for approved marketing initiatives.