Area Report for Board of Trustees

Institutional Advancement furthers an awareness of and appreciation for Highline College by communicating with diverse constituencies, building and strengthening relationships and encouraging participation in and support of college programs and initiatives.

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:

• Engages the community and builds relationships to cultivate future students (Core Theme 3)
• 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)

December dashboard:

• Website visits:   111,906
• Media mentions:  4
• Advertisements:  6
• Graphic Design Projects for Campus:  16
• Outreach inquiries:  49
• Donations:  $14,962.67
• Number of gifts:  54
• Alumni Gifts: 5

IA  Monthly Spotlight on Government Relations

• ACCT National Legislative (Virtual) February 8-10, 2021. Danielle Slota has sent info out to members of the Board of Trustees and Shakira Ericksen can provide support and coordination for meetings and networking opportunities. Note this was the last physical legislative event attended by Highline Representatives in February 2020 before the pandemic shutdown.
• Recap of Business and Higher Ed Roundtable on December 3, 2020. 6 state senators and representatives attended along with local elected officials, members and staff of the Chambers of Commerce from Renton, Kent, Seattle Southside, Auburn and Covington, and administrators, staff, faculty and trustees from Highline, Green River and Renton Tech and SBCTC. You can view the forum at https://youtu.be/bpl6tK4B7X4. Special thanks to Trustees Bowman and Swenson for attending.
• Holiday greetings sent to Highline’s legislative coalition and direct contacts for the 2021 Legislative session will begin in January. Due to pandemic, the annual legislative session co-hosted with GRC and RTC will not be held this year so options for virtual meetings are being explored and Trustees will be kept informed of opportunities to participate on behalf of Highline.

Media coverage

Coverage where Highline College is a secondary focus:

• “US sector must be savvy, leverage domestic budget to boost 2021 outlook” –– The PIE News
• “Federal Way leaders outline legislative asks for 2021 session” –– Federal Way Mirror, 12/17/2020
• “LETTER: Traci Buxton shares her thoughts on the sale/demolition of the historic Masonic Home” –– The Waterland Blog, 12/23/2020

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

• “Obituary: John Pfeffer, 62, retired Highline College chemistry instructor and friend to many” –– The Waterland Blog, 12/10/2020

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

Advertisements

OTT (over-the-top) Streaming Media Services Ad

15 second ad (same as YouTube ad) running across multiple streaming services, devices and apps such as Apple TV, Sling TV, Hulu, ESPN, MTV, MSNBC, ESPN, Comedy Central, and many others. Ad targeted only to our nine service area postal codes.  Ad started Nov. 1 and ran through Dec. 26.

Purpose: General promotion of winter quarter start date and increase winter enrollment.

Snapchat Video Ad

10 second interstitial ad targeting 16- to 32-year-olds within our nine service area postal codes.  Ad started Nov. 16 and ran through Dec. 8.

Purpose: General promotion of winter quarter and full schedule of online and virtual classes and increase winter enrollment

Facebook and Instagram Feed Video Ad

20 second tuition comparison video ad that targets 17- to 34-year-olds within our nine service area postal codes who indicated highest level of education as high school or some college.  Ad started Nov. 18 and ran through Dec. 18.

Purpose: Demonstration of low tuition compared to public colleges and universities and general promotion of winter quarter.

Instagram Feed “Why Highline” Ad

Ad is part of “Why Highline” mini campaign and features short quotes (and pics) from one of our Running Start students and one of our alumni.  Ad ran Nov. 20 – Dec. 20.

Purpose: General awareness and promotion of winter quarter start date.

Facebook and Instagram Feeds ctcLink Boosted Posts

Boosting of separate Facebook and Instagram post that promoted the launch of ctcLink and its benefits to students.  Boosting started Dec. 9 and ran through Dec. 23.

Purpose: Awareness of ctcLink and its launch date to currently enrolled students. These posts were specifically targeted to students who were enrolled Fall 2020 and/or Winter 2021.

Outreach

Twenty-fifth Annual High School Appreciation Event – 30 attendees

Grants

Proposals Submitted: $20,000

King Conservation District Regional Food Systems Program: $20,000 to support Sustainable Agriculture program.

Proposals Funded: $219,839

Port of Seattle South King County Fund: $90,839 to the Puget Sound Welcome Back Center to prepare 30 internationally educated engineers for jobs in construction related fields.

Governor’s Emergency Education Relief (GEER) Funds for Professional/Technical Programs Restart: $129,000 to support Highline’s Hospitality and Tourism Management (HOST) and Early Childhood Education (ECE) programs, both severely impacted by the economic fallout of COVID-19, with staff and equipment needed to bring them closer to full operational capacity.

Report submitted by Vice President Josh Gerstman on January 06, 2021.