Area Report for Board of Trustees

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:

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

“Highline College Health and Life Sciences Building opens in January” –– Kent Reporter, 01/11/20
“MLK Jr. Week will be at Highline College Jan. 21-24” –– The Waterland Blog, 01/13/20 **Note: The Auburn Examiner and Kent Reporter also ran this press release
“How is Highline College Setting the Standards of Healthcare Learning Higher?” –– MyTechMag, 01/20/20
“National Endowment for the Arts’ Big Read comes to Highline College” –– The Waterland Blog, 01/21/20
““Recredentialed: Barriers face Washington’s immigrant, refugee professionals” –– Kent Reporter, 01/30/20

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

“Meet Miss Auburn contestant Kaitie Storm” –– Auburn Examiner, 01/17/20
“Federal Way public officials awards for 2019” — Federal Way Mirror, 01/17/20
“Federal Way native crowned Miss Latina Hawaii 2020” — Federal Way Mirror, 01/27/20

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 extended run time on external and inside display ads on King County Metro buses. The campaign ended July 28, but we’ve received verifications the ads were still up in January 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 continue to run multiple web display ads to complement the in-theater ads. The ads appear on mobile and desktop devises of those who visited the theaters with their mobile device’s location service turned on. This campaign runs through July of 2020.
Purpose: General awareness, increase admissions.
 

In-School Posters
We started an in-school poster campaign (large, 3’x4’ posters) within 15 high schools in our service area. As with previous campaigns, the posters are placed in high-traffic areas and promote the degree and certificate options available at Highline. The campaign runs through May 15.
Purpose: General awareness among high school students, increase enrollment among students about to graduate from high school.

Events

Level 1 engagement: fairs and general info about college 100-500 people

• • Tyee High School
  • Foster High School

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

  • Meeker Middle School
  • Lakota middle School
  • Friends of Youth
  • Meridian Middle School
  •  
    SBDC:
    In 2019, the SBDC, under leadership of Rich Shockley, worked with clients who started 17 businesses, created 78 full time jobs and 41 part time jobs, received $5,093,930 in financing, and had $296,606 in new equity.

   

  Report submitted by Vice President Josh Gerstman on Feb.13, 2020