Institutional Advancement Division embraces its role to tell the Highline College Story through a variety of medium, including in person/face to face engagement, online/web/social media, print, and mass media to potential and current students, alumni, prospective and current donors, organizations, and community partners (core theme 3, objective 1).
Our aim is to recruit more students to Highline College, support students as they persist in their education, celebrate with them as they earn degrees and credentials, engage with them as an active and dynamic alumni community, and share their success stories with the community to build sustainable support, tipped with waves of massive support to accomplish great projects in support of student success and strong community.

IA’s work:
· Recruits students (core theme 2, objective 2)
· Supports students as they persist in their education (core theme 1, objective 1)
· Celebrates with them as they earn degrees and credentials (core theme 1, objective 3)
· Engages with them as alumni (core theme 3, objective 2)
· Shares their stories (Core theme 3, objective 1)
· Builds sustainable support (core them 4, objective 2)

To these ends, examples of our work in November are highlighted by:

Media Coverage

Coverage where Highline College is primary or significant focus:

• “Surprise bequest will benefit students at 17 colleges, including Highline” –– The Waterland Blog, 12/13/19

Coverage where Highline is a secondary focus or has a significant mention:

• “Tacoma colleges will benefit from $10 million surprise donation from late centenarian” –– Tacoma News Tribune, 12/13/19
• “Local estate awards $10 million to local colleges” –– Federal Way Mirror, 12/16/19
• “How Washington colleges are opening their doors to adults with intellectual disabilities” –– The Seattle Times, 12/28/19

Coverage of Highline current and future students, alumni and employees:

• “Hall of Fame coach remains on the hardwood” –– Idaho Press, 12/25/19

• “HITEC San Antonio Announces Best Selling Socialnomics Author Erik Qualman as Opening Keynote” –– Hospitality Upgrade, 12/12/19

Note: Campus events and athletics also receive coverage, but are usually not included in this recap.

Social media highlights:

• Instagram: reached 2,000+ followers in November.
• Facebook: Began social media #GivingTuesday campaign to raise money for the Black & Brown Male Summit Scholarship.

Advertisements

Bus Advertising
We continued to get extra run time on external and inside display ads on King County Metro buses. The campaign was to officially end July 28 but the ads stayed up through mid-December at no additional cost.
Purpose: General awareness, increase admissions.

NCM Theater ads
Our 15 second on-screen, pre-trailer ad continues to run in five area theaters: Auburn 17, Century Federal Way, Kent Station 14, Southcenter 16 and Gateway 8. The campaign runs through July of 2020.
Purpose: General awareness, increase admissions.

NCM Digital component
We also continue to run multiple web display ads to complement the in-theater ads. The ads appear on mobile and desktop devised of those who have visited the above four theaters with their mobile device’s location service turned on. This campaign also runs through July of 2020.
Purpose: General awareness, increase admissions. 

Facebook
Boosted video post. Ran December 9 – 23
Purpose: Awareness of winter quarter start date and it’s not too late to register.

Instagram
Boosted video post and Stories ad. Ran December 9 – 23
Purpose: Awareness of winter quarter start date and it’s not too late to register.

Events

Level 2 engagement (college programs and pathways for targeted students, multiple visits with follow up) 10-20 students

• College night for Latinx families

 
Other News
New Staff

• Blake Stagner – Web Designer/Front End Developer
• Dave O’Keeffe – Grants Analysts/Researcher

Report submitted by Vice President Josh Gerstman on Jan. 06, 2020