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CANDIDATE INFORMATION PACK STORYTELLER & CONTENT CAMPAIGNER Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
in partnership with
LETTER FROM DUNCAN SOUSTER, CHIEF EXECUTIVE Greetings!
Our unique approach to this task - by
been done within a challenging financial
Thank you very much for your interest
helping individuals find their ability,
environment where we have needed to
in the Jubilee Sailing Trust (JST) and
place and potential in the world through
grow core income by c. £2m to meet
our Storyteller & Content Campaigner
inclusive adventures at sea - has never
increasingly urgent operational needs.
position.
been more important, and many of
We have made some good progress and
our beneficiary groups strive for equal
some of our recent accomplishments
opportunity and acceptance in wider
include:
This year is our 40th Anniversary year and, throughout our existence, we have been a pioneering organisation that
society.
provides transformative, life-affirming
Our special formula has been well
adventures to people who face significant
validated through the feedback from
challenges in their life. We have also
over 50,000 beneficiary experiences and
broken down barriers between different
nearly one million nautical miles at sea,
communities, building respect, empathy
impacting every continent on the planet.
and understanding across social divides.
However, like any organisation, we have
• A much sharper definition of our mission and vision; • Increasing the number of beneficiary groups we support; • The introduction of a new impact practice to more effectively measure, also needed to adapt our ways of working and our standards to stay ahead of changing expectations, rising regulatory demands, and in order to sustainably deliver the greatest possible benefit to the communities we serve. Reflecting this, we have spent the past four years taking some bold steps to raise our impact, refine our operating model, and improve our financial security. These changes have centred around an
and improve, the benefit we bring; • A new brand platform and engaging visual identity; • A growing portfolio of high-profile partnerships and case study collaborations, which demonstrate vision, ambition and creativity; • An expanding portfolio of highnet-worth, and ultra-high-networth, donors who are increasingly supportive of our work; and
enhanced presentation of our charity,
• An increase in core income by c. £1m
the implementation of a partnerships
over the past four years (50% of our
strategy, and the professionalisation of
growth target).
our fundraising capability. All this has
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
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LETTER FROM DUNCAN SOUSTER, CHIEF EXECUTIVE However, we still have some way to
The successful candidate will join a
go and the Storyteller & Content
committed, professional and growing
Campaigner position has a critical role
team, mid-way through this challenging,
to play in building on these foundations,
but exciting, transformational journey.
shaping our future and continuing to
Reporting to the Associate Director of
move the JST towards a much stronger
Community & Partnerships, the role will
long-term position.
have significant strategic visibility and
We have never been in a better place
have responsibility for the creation of
to realise this growth objective, having
high impact content and the engagement
established new groundbreaking
of external stakeholders to maximise its
partnerships (with charities, educators
value. By necessity, it will need to work
and businesses) and philanthropic
at a senior level across every department
relationships with a growing community
within the organisation and particularly
of our crew members by turning them
starter, who is comfortable taking on a
of prominent and well-regarded high-net-
closely with the CEO, Development
into compelling stories that communicate
strategic role, whilst also being hands-
worth and ultra-high-net-worth donors.
Director and the Associate Director of
the power of our work.
on and self-sufficient in a relatively
Community and Partnerships.
We also need to amplify our voice and go
constrained environment. The successful
We have deliberately scoped this role
beyond posting information on our own
candidate will also need to be confident
to go beyond a traditional marketing or
website and social media channels. The
and courageous - our experience is
communications position and this reflects
JST has a great story to tell and needs to
limited and they will need to design and
our desire to bring fresh thinking to the
proactively take it to the communities
execute approaches that make JST stand
task at hand.
(e.g. our beneficiaries, partners and
out from the crowd.
At present, we are not telling our story
supporters) we want to engage them
If this sounds like the sort of exciting
in our mission. This means we must
mission you would relish, we very much
understand these communities and
look forward to your application. The JST
interact in their preferred environment(s)
is a very special place to work and, just
and with relevant, resonant content that
like our voyages, being part of our team
of our exhilarated beneficiaries mid-way
inspires and motivates.
will be the adventure of a lifetime.
through their voyage, or making the most
In keeping with this picture, we are
Duncan Souster
of amazing feedback we get from many
looking for an entrepreneurial self-
Chief Executive
in the impactful way we could, nor are we effectively harvesting the content we could. For example, we are not capturing ‘in the moment’ video footage
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
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INTRODUCTION “The Jubilee Sailing Trust has a uniquely powerful way to build the life skills, confidence and opportunities for those facing challenges in their life, including those with disabilities or social disadvantage.” Jubilee Sailing Trust Royal Patron, HRH The Duke of York KG
Beneficiaries leave the voyages with
been accredited by The United Nations
new skills and more aware of their own
Convention on the Rights of Persons with
strengths and capabilities. They gain
Disabilities. It has also enjoyed 32 years
beliefs and attitudes that help them
of patronage from HRH, The Duke of
tackle the limitations in their life.
York KG, who has provided outstanding
They feel freer to explore their ability,
support to the Trust during this time.
potential and place in the world.
To see more about the Trust’s work,
The JST believes in being accessible to
watch the award-winning min-doc
everyone irrespective of their ability,
“Sea Change”, which features the stories
age, race or social background. However,
of three voyage crew who sailed on the
the JST experience is most impactful for
Lord Nelson last year.
those facing challenges in life. That could The Jubilee Sailing Trust has a unique
a philosophy that everyone contributes
mission to give people of mixed abilities
to the best of their ability and has a role
and circumstances the freedom to
to play.
explore their ability, potential and place
During the JST’s inclusive sailing
in the world through inclusive adventures at sea. Its vision is of an inclusive world where all can contribute and feel valued.
adventures, people become deeply immersed in an intense and challenging ocean experience where conditions can
be people who have physical impairments or long-term health issues, people with a learning disability or difficulty, or those dealing with mental health issues, loneliness or social isolation, economic disadvantage or other social prejudices. Or it could be their families or carers or the support community around them.
The Trust delivers its mission with
be unpredictable. Diverse teams work
two purpose-built tall ships called
together to perform tasks with real
Lord Nelson and Tenacious. They are
responsibilities. In this adaptive and
uniquely designed to be sailed by mixed
enabling environment, everyone is seen
ability crews, including people with a
and treated as equal. Aboard the JST
wide variety of physical impairments,
ships barriers break down, differences
intellectual disabilities and health
disappear, social bonds form and people
conditions. These features make it
start to appreciate the ability and
Since 1978, the JST have welcomed over
possible to operate the ships according to
potential in others.
50,000 people aboard its two ships. In
A committed Team of around 40 employees and some 800+ volunteers deliver the JST’s transformational work across the world, in collaboration with a broad range of charitable, educational, corporate and governmental partners.
recognition of its work, the charity has
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
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CASE STUDIES: BE INSPIRED BEN
Like many young adults, Ben was struggling.
Kyle Baker was a member of the Rifles, an infantry regiment within the
He had dropped out of college and lacked
British Army. During an overseas campaign, he was severely injured and
motivation, spending much of the day in
nearly died from his injuries.
bed isolated from his family, friends and community. At the age of 17, he joined Tenacious for a voyage from the UK to France. For the first time, Ben was treated as an equal, given responsibilities, including a disabled “buddy” and expected to participate fully in life onboard.
Kyle found recovery difficult and struggled to come to terms with his new disabilities. He battled with depression and found social interaction difficult, becoming increasingly reclusive and isolated. As someone who had always been physically active, Kyle also found his new life limiting and lacking adventure. A well-informed friend recommended he joined a voyage with the JST. Kyle summarises his experience as follows: “Sailing with the JST is a special
Ben listened to the life experiences of his fellow crew mates and realised
experience, no matter what your disability. Everyone is classed the same
many faced greater challenges than himself. As he reflected on his
whilst on board, so you feel like you have some self-worth... it really increases
comparative good fortune, his confidence grew, and he proactively started
your confidence.”
helping those around him.
Regimental Casualty Officer Lieutenant
Following his voyage, Ben’s mum sent the following message: “Speaking to
Colonel Mike Smith said: “We find sailing
him on the way home was a revelation. He told us all about the voyage and
with the JST incredibly beneficial for
the variety of people he met (all ages and abilities). He had no choice but
young men and women who have been
to communicate with everyone and really learnt about their lives and their
seriously injured during operations, who
experiences.”
are spending a long time at home feeling
Ben returned home to his family inspired, energised and ready to explore his
isolated, losing their self-confidence,
new found abilities. “He was engaging with life for the first time” and over
losing their ability to integrate socially.
the coming months he started volunteering with a charity and took proactive
The Jubilee Sailing Trust addresses all of
steps to pursue a career within Property Development.
these issues.”
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
KYLE 5
BACKGROUND TO FUNDRAISING AT THE JST You will join the JST at an exciting,
The JST is starting to see the benefits
The JST also needs to bring strategy
March 2018, the Trust had less than 10
formative and pivotal point in its history.
of this investment, however the Trust
and longer-term thinking to its
donors contributing £10,000 or more
The Trust is starting its fourth year of
still has some way to go before the
growing portfolio of mission-relevant
per year. By the end of the financial year
transformational change, designed to
transformation is completed and it
philanthropic charitable, educational,
2019, which was the 40th Anniversary
improve the impact and sustainability
requires strong leadership to sustain the
corporate, and governmental partners.
year of the Trust, this had increased to
of its work, so it can be enjoyed by
momentum that has been created. A key
These are essential to raising the impact
over 70, with an average contribution of
many generations to come. Over the
priority is to continue the growth of core
of its work and ensuring it reaches those
£17,000.
past four years, the organisation has
income, which needs to be increased
beneficiary groups, often socially isolated,
been addressing a number of complex
by at least a further £1m per annum to
who would most benefit from it.
This growth has come about because of
legacy issues, strengthening the team,
ensure its important work can be enjoyed
undertaking ambitious programming and
by many generations to come. This
The Trust has never been in a stronger
and ambitious approach to fundraising,
introducing a new business model, which
income growth is essential to ensure the
position to realise this growth objective,
plus the assistance of the Trust’s existing
puts a strong focus on the development
Trust can invest in its fleet, increasingly
having established new philanthropic
supporters, who have been very helpful
of collaborative partnerships to deliver its
fund its own work and build longer-term
relationships with a growing community
in exposing the JST’s work to their
mission.
financial security.
of high-net-worth and ultra-high-net-
networks. The partnerships the Trust is
worth donors. In the financial year ending
forming are also exposing its work to the
a more strategic, proactive, professional,
supporters of other charities and giving them the chance to see the benefits first hand - either by joining the crew during a voyage or meeting them afterwards to hear about their experience. The Trust’s top priority is to now effectively steward these relationships, adopting sector best practices around donor experience and care. If it does this, the JST is confident that it can unlock further potential within its current supporter base, as well as continue to attract new supporters to its work.
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
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THE PARTNERSHIPS TEAM Our Partnerships Team was founded
international/national relationships,
in 2015 following a grant from an
which give wide reach across the JST’s
institutional supporter as part of the
core beneficiary groups, alongside more
JST’s strategy to increase its impact
local relationships, which align with its
and financial security by working in
footprint of activity (this is becoming
collaboration with other organisations.
increasingly consistent and aligned with
Since then, considerable progress has
tactical centres of operation).
been made and the JST has delivered
The JST had some unplanned team
over 100 partner projects. This work now
turnover in the Autumn of 2018 and,
accounts for £850k of earned income and
since then, the team has been managed
42% of ship activity. Many of the JST’s
on an interim basis by an individual
collaborations have been award-winning,
(employed as a consultant) who oversaw
capturing the imagination of its partners
the 2015-2017 programme in Australia.
and beneficiaries alike.
This arrangement will come to an end in
The JST would like to see the contribution
November 2019.
from partnerships grow significantly
The budget for 2019 includes provision
over the next three years, growing
for the following members of the
the business to c. £1.5m of annual
Partnerships Team:
contribution, which will reflect c. 50% of
•
Partnerships – New Position, Vacancy
programme time (the financial growth coming from growing the number of days
1 x Associate Director, Community &
•
and yield of each partner engagement).
1 x Sr. Manager Community & Supplier Partnerships – In-post
A key success factor in this will be
•
1 x Partnerships Manager - In-post
moving from a more opportunistic
•
1 x Recruitment Manager – New
approach to partnerships to one where the JST proactively develops a portfolio that reflects its missionrelated and financial objectives. This will likely include a combination of larger
Position, Vacancy •
1 x Voyage Sales & Partnerships Officer - In-post
•
1 x Storyteller & Content Campaigner
THE OPPORTUNITY Reporting to the Associate Director, Community & Partnerships, the Storyteller & Content Campaigner is responsible for: • Developing, and executing, compelling strategies for engaging all JST stakeholders (internal and external) in its mission, in view of heightening engagement, support, partnership and funds in accordance with strategic priorities. • Developing and managing compelling content (digital, written, graphical, film etc.) that supports this objective and ensures its effective consumption amongst all stakeholder groups.
– New Position, Vacancy
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
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ORGANISATION CHART CEO PA TO CEO DEVELOPMENT DIRECTOR FINANCE DIRECTOR
ASSISTANT FINANCE MANAGER
FINANCE ASSISTANT
OPERATIONS DIRECTOR
MARINE MANAGER
CREWING OFFICER
TECHNICAL MANAGER
FACILITIES & ADMIN OFFICER
KEY
SENIOR CUSTOMER SERVICES MANAGER
CUSTOMER SERVICE OFFICER X2
VOLUNTEER OFFICER
SHIP CAPTAINS & OFFSHORE TEAM X 18
ASSOCIATE DIRECTOR, MAJOR GIFTS X3
TRUSTS & FOUNDATIONS OFFICER X2
INDIVIDUAL GIVING & LEGACIES OFFICER
ASSOCIATE DIRECTOR, COMMUNITY & PARTNERSHIPS
SR MANAGER, COMMUNITY & SUPPLIER PARTNERSHIPS
PARTNERSHIPS MANAGER
RECRUITMENT MANAGER
VOYAGE SALES & PARTNERSHIPS OFFICER
EXISTING ROLES
NEW ROLES
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
PROJECT OFFICER
STORYTELLER & CONTENT CAMPAIGNER
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MAIN AREAS OF RESPONSIBILITY 1. STAKEHOLDER MANAGEMENT
3. CONTENT CAMPAIGNING
4. CONTENT & KNOWLEDGE MANAGEMENT
• Through direct consultation and research, identify the JST’s stakeholders (internal and external);
• Manage the JST’s primary media & promotional channels including: • Website; • Social Media channels (Facebook, Instagram, YouTube); • External events; • Custom apps; and • Press and mainstream media.
• Manage the JST’s external communications and events calendar;
• Consult with these stakeholders to identify their various attributes and organise them into segment groups that can be used to guide our engagement and communication approach; • Manage stakeholder databases on Salesforce.com to ensure efficient communication; • Through surveys, stakeholder forums and focus groups marshal feedback from stakeholders on the impact and effectiveness of communications/ content to drive continuous improvement in engagement.
2. STORYTELLING • Equip JST stakeholders with the tools and guidance to help create high-impact, usable content that will showcase our mission and impact (e.g. by issuing beneficiaries with video cameras during voyages); • Marshal the JST’s impact data, partner feedback and stakeholder contributions to create high impact content (digital, written, graphical, film etc.) to engage different stakeholder groups; • Work with the relevant internal stakeholders to create, and maintain, a core suite of promotional assets (e.g. proposal templates, impact reports, Annual Reports);
• Guided by external stakeholder segmentation, take JST stories to external audiences and engage these communities in our mission through targeted messaging and vehicles; • Build the JST’s influence and thought leadership position on issues relevant to its mission; • Produce compelling and engaging stories to populate JST channels and to engage external audiences with a view to maximising and continuously improving stakeholder engagement; • Continually update and curate these stories to ensure relevance of messaging and presentation; • Implement and manage a suite of monitoring tools to allow the continued evaluation of JST’s media channels and prepare regular management reports to frame trends; • Using search engine optimisation, and other relevant techniques, drive new/ prospective stakeholders towards JST, ensuring we lead the field in this regard.
• Where appropriate, develop standard templates to communicate different elements of the JST mission, impact and experience (e.g. case studies, beneficiary testimonials etc);
• Maintain and evolve the content portfolio in accordance with JST’s strategic priorities; • Ensure JST content users (e.g. Development Team, Partnerships Team, Volunteers) have timely access to the information and materials they need; • Provide training to JST content users on best practice approaches for using content to maximize the impact of our external communications, ensuring continued high standards; • Ensure all content is compliant with all applicable policies, including brand guidelines; • Ensure redundant content is appropriately removed from circulation.
5. MERCHANDISING • Develop a merchandising strategy for JST that supports the wider mission and strategic objectives; • Manage stock and the selling of merchandising through all of the JST’s sales and promotional channels.
TEAM-WIDE RESPONSIBILITIES • To support the mission of JST • To uphold JST’s beliefs and core behaviours at all times
• Support high-value opportunities (with donors and partners) with bespoke proposal content.
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
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PERSON SPECIFICATION SPECIALIST KNOWLEDGE & SKILLS
INTERPERSONAL & COMMUNICATION SKILLS
• Experience managing stakeholder groups. Desirable
• Ability to relate effectively to the JST community and its aims.
• Experience designing and running stakeholder forums and feedback mechanisms (e.g. surveys, focus groups). Desirable
• Ability to communicate persuasively with a variety of individuals/audiences often with disparate outlooks, aims and objectives.
• Highly literate, with outstanding professional writing skills and the ability to articulate complex concepts in written form.
• A combination of personal sensitivity, creativity and tack that is needed when working with diverse stakeholder needs.
• Graphic design skills and the ability to design visually compelling content by using graphic design tools. Desirable
• The ability to engage key internal stakeholders to work towards common goals and outcomes.
• Film/ video production skills. Desirable • Experience with enterprise knowledge management. Desirable • Experience with instructional design and the development of training programmes. Desirable • Experience managing a website. • Experience designing and implementing search engine optimisation strategies. Desirable • Experience with merchandising. Desirable • Numerate and data literate, including in respect of methodologies for effective analysis and presentation of data. Desirable • Experience designing, managing and using CRM databases (preferably Salesforce.com). Desirable
• Ability to communicate concepts and ideas, drawing on relevant data as appropriate. Desirable • Excellent negotiations skills. Desirable • Excellent social skills and cultural understanding. • A high level of communication skills, both oral and written. • Ability to work as part of a wider professional team and to contribute to the development of fundraising for JST as a whole. Desirable • Self-motivated, with an ability to respond rapidly and professionally in situations where it may not be possible to refer or seek guidance from others. Desirable • Highly opportunistic and able to take the initiative on his/her own when the situation demands it. Desirable • Tenacity, drive and imagination.
ADDITIONAL REQUIREMENTS • The ability to engage and identify with the ethos and objectives of the JST. • To have the gravitas required to command respect among all stakeholder groups. Desirable • To possess a strong natural drive towards getting into the field and actively engaging with stakeholders.
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
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TERMS & CONDITIONS SALARY Highly Competitive
HOURS OF WORK Full-time, open to flexible working patterns.
LOCATION Flexible, open to home working.
PENSION Employer Contribution of 6% if matched by 4% from Employee
ANNUAL LEAVE 25 days
FOR FURTHER I NFORMATION AN D TO A PPLY FOR THIS ROLE, PLEASE C LIC K HERE
The Jubilee Sailing Trust is committed to being an inclusive employer with a diverse workforce. We encourage applications from people from the widest possible diversity of backgrounds, cultures and experiences - including disabled and ethnic minority candidates. As part of its recruitment and selection process the Jubilee Sailing Trust undertakes PVG/DBS (Disclosure and Barring Service) on short-listed candidates to check all individuals who regularly work with or have access to young people and vulnerable adults.
OTHER BENEFITS One week-long voyage per annum on JST ships. Outside of the per annum voyage, employees may sail at a 50% discount in fee. This concession is extended to employees’ partners, parents and dependent children.
Candidate Information Pack | Storyteller & Content Campaigner, Jubilee Sailing Trust
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