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)

May dashboard:

• Website visits: 115,535
• Advertisements: 15
• Outreach inquiries: 21
• Donations: $44,190.00
  • Number of gifts: 15
  • Alumni gifts: 1
• Media mentions: 10
• Graphic Design Projects for Campus: 26

Special Focus: Distinguished Alumni

Highline College’s 2021 Distinguished Alumnus has been selected.  Dr. Tom Jackson Jr., President, Humboldt State University (Arcata, CA).  Attended Highline 1980-1982 (AA degree)

Tom Jackson, Jr. was appointed Humboldt State’s eighth president in May 2019. He is the university’s first African American President. He previously served as president of Black Hills State University in South Dakota and has held other leadership roles within higher education, including vice president for Student Affairs at both the University of Louisville and Texas A&M University-Kingsville.

Jackson has also held administrative positions at McMurry University, University of Texas at El Paso, Cal Poly San Luis Obispo, the University of Southern California and St. Mary’s University.

A first-generation student, Jackson is also a veteran of the U.S. Coast Guard Reserve, Army National Guard, Texas State Guard and Indiana Guard Reserve.

Media coverage

Coverage where Highline College is a secondary focus:

• “CH& Attends and Sponsors the 2021 Highline College Foundation Virtual Spring Gala” –– Cairncross.com Blog, 04/28/21
• “Area’s first critical care center for marine mammals opens as seal pup season approaches” –– Kiro 7, 05/19/2021
• “Seattle Southside Chamber: Stronger Together” –– The B-Town Blog, 05/20/2021

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

• “O’Keeffe elected Lakewood First Lions Club President” –– The Suburban Times, 04/29/2021
• “How you can help local journalism survive, thrive” –– The Seattle Times, 04/30/2021
• “The finish line: Kelso remembers Joe Stewart, a track and field legend” –– Longview Daily News, 05/09/2021
• “Polson’s Rost to play tennis, soccer at Highline College” –– Polson Lake County Leader, 05/12/2021
• “Into the future: Lost River seniors commit to colleges, trade schools at signing day event” –– Klamath Falls News, 05/11/2021
• “High school girls soccer: The News Tribune’s spring 2021 All-Area team” –– Tacoma News Tribune, 05/13/2021
• “Federal Way senior London Houston makes two USA Nationals wrestling teams” –– Federal Way Mirror, 05/13/2021

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

Advertisements

YouTube

15 second pre-roll ad: General promotional video ad targeting 18- to 44-year-olds within our nine service area postal codes.

Run dates: May 18 – June 25

Purpose: General promotion and promotion of summer quarter start date.

Instagram/Facebook

Facebook Feed Ad: Boosted post promoting Distinguished Alumni nominations. Targeted broad range of people in our service area.

Run dates: April 9 – May 4.

Purpose: Encourage nomination of Distinguished Alumni from those in our community and general promotion/visibility on our community.

Instagram/Facebook

Facebook Feed Ad: Ad promoting the opening of this year’s Foundation scholarship application period. Ad targeted 17- to 34-year-olds within our nine service area postal codes who indicated highest level of education and high school or some college.

Run dates: April 19 – May 6.

Purpose: Promotion of all the available scholarship opportunities Highline students can take advantage off. 

Instagram/Facebook Feed Ad: Short video ad targeting 17- to 34-year-olds within our nine service area postal codes who indicated highest level of education and high school or some college.

Run dates: May 19 – June 25.

Purpose: Promotion of summer quarter start date and the full lineup of online classes and services available to students.

Instagram/Facebook Stories Ad: 15 second interstitial ad targeting 16- to 34-year-olds within our nine service area postal codes.

Run dates: May 19 – June 18.

Purpose: General promotion and promotion of summer quarter start date.

Instagram Feed Boosted Post: General summer quarter promotion.

Slideshow post promoting summer quarter enrollment. Targeted 17- to 38-year-olds within our nine service area postal codes who indicated highest level of education is high school or some college.

Run dates: March 19 – June 18.

Purpose: Promotion of summer quarter start date and the full lineup of online classes and services available to students.

Snapchat

10 second interstitial ad: Ad targeting 16- to 30-year-olds within our nine service area postal codes with high school diploma and/or some college.

Run dates: May 21 – June 21.

Purpose: General promotion and summer quarter enrollment.

Outreach

College presentation for Somali health board youth event 25 students

Hazen High School presentation 15 students

Dragon FC youth club application workshop 18 students.

Highline school District Colleges panel 85 students

Grants

Proposals Submitted: $601,000 total

• Group Health Foundation (3-year grant; for Prison-Based Education Program at SCORE): $50,000
• SBCTC Supporting College Students Experiencing Homelessness (SSEH) (2-year grant): $216,000
• SBCTC Student Emergency Assistance Grants (SEAG) Program (2-year grant): $300,000
• Glaser Foundation (for Prison-Based Education Program at SCORE): $10,000
• Olson Foundation (for Prison-Based Education Program at SCORE): $25,000

Report submitted June 1, 2021, by Vice President Josh Gerstman