DE LA SALLE HIGH SCHOOL Concord, California
D IREC TOR OF COM M UNIC ATIONS Position Begins: July 2022
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MISSION De La Salle High School is a Roman Catholic educational community where students are loved, instructed, and guided according to the traditions of the Brothers of the Christian Schools and the charism of Saint John Baptist de La Salle, Founder of the Brothers and Patron of Teachers.
De La Salle High School provides a Lasallian Catholic education rooted in a liberal arts tradition which prepares young people for life and college. The School seeks to educate students spiritually, academically, physically and socially through the promotion of a vital faith life, sponsorship of strong academic programs, a wide range of student activities, and the witness of a concerned and dedicated faculty, administration and staff. De La Salle High School recognizes and promotes the dignity of each student by providing an environment that is moral, caring, and joyful. Within such a setting, the School seeks to challenge its students to serve others, especially the poor, and deepen a sense of responsibility for humanity's future. De La Salle High School seeks to serve and embrace students with varied academic needs and diverse social, cultural, and economic backgrounds. It does so in partnership with families and all those who are committed to living the Lasallian heritage.
POSITION SUMMARY
The Director of Communications serves as an integral member of the De La Salle community and is responsible for the development and implementation of De La Salle’s communication and marketing strategies. The Director develops and oversees the comprehensive communications plan for De La Salle, directly managing communications activities that promote, enhance, and protect De La Salle’s brand reputation and advance our mission. The Director is responsible for the development, integration, and implementation of a broad range of public relations activities relative to the strategic direction and positioning of De La Salle and its leadership. This individual is an ambassador and is the Chief Storytelling Officer for the school and continually builds relationships with the media and broader community. By advancing De La Salle’s position with relevant constituents, the Director drives broader awareness for the benefit of enrollment goals, financial support for the school, and improving community perception. DLSHS.org
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ESSENTIAL RESPONSIBILITIES AND DUTIES The Director of Communications carries out the responsibilities of the position according to the highest standards of ethical and moral conduct. The Director fully supports and is guided by the mission of De La Salle High School and the De La Salle Christian Brothers and always acts in the best interests of the school. Working closely with the Vice President of Advancement and senior staff, oversee all aspects of public relations, marketing, communications, social media, online and print publications, and branding.
COMMUNICATIONS STRATEGY, VISION, AND LEADERSHIP • Create, implement, and assess a 3-5 year strategic communications plan that tells the fullness of the De La Salle story. • Develop and implement an integrated strategic communications plan to advance De La Salle’s mission and brand identity; broaden awareness of its programs and priorities; and increase the visibility of its programs across key stakeholder audiences. • Work with the leadership team on strategic planning, marketing and communication work plans, goals, objectives, activities, and outcomes. • Set the tone and vision for all communications channels ever mindful of the school’s strategic goals and with the greater context of a global Lasallian Catholic mission. • Demonstrated experience managing comprehensive strategic communications, media relations, and marketing program to advance an organization’s mission and goals. • Creative and thoughtful about how new media technologies can be utilized for maximum effect. • Develop and implement a social media strategy.
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COMMUNICATIONS AND MARKETING OPERATIONS • Oversee development of all De La Salle print and digital communications including publications, marketing collateral, De La Salle’s website, social media; manage relationships with associated vendors. • Conceptualize, design, and edit Advancement, Admissions, Athletics, and other schoolwide communication pieces and publications (print and digital). • Coordinate with the Athletic Department to amplify and market the athletic department as a brand, to include special interest stories and other features. The athletic department will manage its day to day communications as well as the dlsspartans.com website. • Serve as a spokesperson on media interactions that help promote and/or impact the school prepare talking points, speeches, presentations and other supporting material as needed; manage and advise leadership in the event of a need for crisis communications. • Manage the procurement of multimedia assets, creative partners and contributors, including photography, videography, copywriters and proofreaders, and graphic design; provide asset management; coordinate annual photography schedule; take photos as needed. • Monitor the digital footprint of the school and manage SEO efforts, Google search, AdWords campaigns. • Assure social media and the De La Salle website are fresh, relevant, and timely. • Serve as Executive Editor of the De La Salle Union Magazine. DLSHS.org
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QUALITIES AND CHARACTERISTICS OF THE DIRECTOR OF COMMUNICATIONS • Develop metrics and processes that measure communication, marketing, and digital impact. • Provide leadership and guidance to directors and managers on brand marketing and communications. • Develop and revise De La Salle’s style guide and brand manual ensuring consistency of messaging, logos and colors, and general compliance from vendors and other stakeholders. • Oversee the day-to-day activities of the communications function including budgeting, planning, and staff/volunteer development. • Administer marketing communications reporting, including metrics tracking and build in feedback loops on all projects. • Maintain marketing communications records and digital assets archives. • Manage special projects as needed. • Actively seek out news and information about the school and student and staff related activities, events, and accomplishments. • Assure consistency in brand signage on campus and throughout the community. • Support the Hall of Fame event through marketing and promotion in coordination with the Athletic Department and Alumni Department.
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THE STUDENTS OF DE LA SALLE HIGH SCHOOL De La Salle High School students come from 49 zip codes, and four different counties. De La Salle students are ethnically diverse, with 50 percent of students selfreporting to be a person of color. Nearly 40 percent of our student body receives some amount of tuition assistance with the average award covering half of tuition. On average, 99 percent of students matriculate to college annually, the average being 86 percent to a four-year institution and 13 precent to a two-year institution.
SIGNATURE PROGRAMS AND IDENTITY
De La Salle High School provides a Lasallian Catholic education rooted in a liberal arts tradition which prepares young people for life and college. The School seeks to educate students spiritually, academically, physically, and socially through the promotion of a vital faith life, sponsorship of strong academic programs, a wide range of student activities, and the witness of a concerned and dedicated faculty, administration and staff. Athletics: Over 75 percent of students participate in one or more of the School’s 15 sports. The De La Salle athletic program teaches students leadership, teamwork, perseverance, confidence, and the competitive skills needed for success in all areas of life.
Bishop Cummins Program: The Bishop John S. Cummins Scholarship Program is our comprehensive program to ensure that students from diverse social, cultural, and economic backgrounds have the opportunity to experience educational excellence. The Cummins Scholarship Program provides significant tuition assistance, additional financial support for many incidentals, and a challenging and supportive learning environment. Bishop Cummins Scholars are offered the opportunity to succeed, and taught the skills and habits that make academic success possible. DLSHS.org
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Band Program: The functions of a performing musical ensemble are to provide the opportunity for every student to improve and expand upon their individual musical skills, to function successfully as a member of an ensemble, and to apply these acquired skills in performance situations outside the rehearsal environment. De La Salle currently offers students the opportunity to participate in Concert Band, Marching Band, and Jazz Band. Company: De La Salle has a wonderful Theatre Arts program, which includes academic theater courses and the after school club Company, that jointly serves De La Salle and Carondelet High Schools. Traditionally, Company has two on-stage performance each school year, one in the fall and spring semesters, one of which is usually a musical play. Additionally, De La Salle and Carondelet students participate in the 24-Hour Plays at the end of the spring semester.
Fabrication Room: Over the past few years, De La Salle has been investing in the hands-on learning of students interested in the arts, robotics, and engineering. The new Fabrication Room is the culmination of this investment. With expanding interest in the robotics program, technical theater, sculpture, and engineering classes, we needed one room that was dedicated to the use of tools and machinery in all of these disciplines. Shared between theater set building, metal and wood sculpture making, and robotics, this room is a collaborative space for those interested in fabrication, woodworking, metal working and electronics. We are excited for the expanded opportunities for hands-on learning and collaboration between disciplines this room provides to our students.
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Les Hommes de Foi: De La Salle has a phrase which captures its identity: Men of Faith. This is intended to capture what makes De La Salle unique from other schools, and as a Lasallian Catholic school it encompasses our five core principles: Faith in the Presence of God; Quality Education; Respect for All Persons; Concern for the Poor and Social Justice; and Inclusive Community. Mock Trial: This interdisciplinary course, which an experienced trial attorney teaches, is designed to allow students to acquire a working knowledge of our judicial system, develop public speaking and debate skills, and have hands-on courtroom experience. Central to this course is the California Mock Trial Program.
Retreats, Immersions, and Ministry: Campus Ministry takes very seriously the Lasallian call to faith, service, and community. Through retreats, immersion programs, and opportunities for worship and prayer, the faith life of the community is enhanced. From Kairos to VENAVER opportunities, De La Salle students are called to put into action the mission statement’s words to serve and to lead. By providing opportunities to serve those less fortunate than ourselves, De La Salle High School responds to the Gospel’s call to service.
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HISTORY OF DE LA SALLE HIGH SCHOOL De La Salle High School is a private Catholic high school for young men founded in 1965 by the De La Salle Christian Brothers of the District of San Francisco New Orleans. Our roots extend more than 300 years to 17th century France and our Founder, Saint John Baptist de La Salle, who had a very simple vision of education: the graduates of his Christian schools would be mature, responsible members of society and the Church. De La Salle, which can accommodate 1,050 students, is located 30 miles east of San Francisco, and primarily serves students of Contra Costa County, on nearly 20-acres.
As a part of the Diocese of Oakland, De La Salle is accredited by the Western Association of Schools and Colleges (WASC) and the Western Catholic Education Association (WCEA). De La Salle serves a variety of students from Contra Costa, Solano, and Alameda Counties. DLSHS.org
FAST FACTS Founding Year 1965
Total Enrollment in 2021-22 1,028 Zip Codes Served 49
Tuition Assistance Awarded for 2021-22 $4.1 million Tuition Assistance # and % 379 students; 37% of students Size of Campus 20 acres
Tuition 2021-22 $21,060
Operating Budget $22.7 million Endowment $29 million
Accreditation Western Association of Schools and Colleges (WASC) and Western Catholic Education Association (WCEA) Lasallian Catholic Heritage Lasallian District of San Francisco New Orleans and the Diocese of Oakland 9
TO APPLY Interested and qualified candidates should apply online, and include the following materials: • A thoughtful cover letter expressing interest in this particular position; • A current résumé; • Work samples, plans, or projects that help show your competency to lead the communications department. • A list of five professional references with name, phone number, and email address of each (references will not be contacted until a serious mutual interest is established and and not without the candidate’s permission)
SEARCH TIMELINE Initial Review of Applications - Beginning in March First and Second Round Interviews - March - April Selection - April - May DLSHS.org
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