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 February and March are highlighted by:

(special note- this information reports on period pre-Covid 19 response and begins to address actions in early Covid 19 Response. We will have information on our Covid 19 related activities in our next monthly report)

 Coverage where Highline College is primary or significant focus:

• “Recredentialed: Hundreds of WA doctors are stuck working survival jobs” –– Bellevue Reporter, 02/02/20
• “Highline College unveils $30.3M renovations of Health and Life Sciences building” –– Federal Way Mirror, 02/04/20
• “Highline College President releases statement on coronavirus outbreak” –– The Waterland Blog, 03/07/20
• “Highline College remains open but remote options are being offered” –– Westside Seattle, 03/10/20

Coverage where Highline College is a secondary focus:

• “Highline College aquarium in Des Moines WA” –– Greater Seattle on the Cheap, 02/20/20
• “Helping keep Federal Way safe” –– Federal Way Mirror, 02/29/20
• “101 U.S. Colleges and Universities Where Parents Borrow Less in Student Loans” –– Yahoo! Finance, 03/04/20
• “$6.5 million awards to increase energy efficiency and reduce costs in state-owned buildings and facilities” –– Tacoma Daily Index, 03/11/20
• “Recognizing the best of Federal Way” –– Federal Way Mirror, 03/13/20

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

• “Designer Gives Next Generation a Hand Up” –– Kitchen Bath Design News, 02/10/20
• “Renton Technical College dean chosen as vice president for Student Services at Highline College” –– Kent Reporter
• “Reader Named Vice President For Student Services at Highline College” –– Seattle Medium, 02/26/20
• “Federal Way Mirror Female Athlete of the Week for Feb. 21: London Houston” –– Federal Way Mirror, 02/25/20
• “Poetry at Rainbow Café welcomes Jeannine Hall Gailey and Susan Landgraf on Monday, March 2” –– Auburn Reporter, 03/01/20
• “Kent City Councilmember Kaur to run for state House seat” –– Kent Reporter, 03/16/20

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

Social media highlights:

• Social Media almost exclusively focused on Covid 19 response in late February and Early March

Advertisements

February

Bus Advertising

We continued to get extended run time on external and inside display ads on King County Metro buses. The campaign officially end July 28, 2019 but we’ve received multiple verifications the ads were still up in February 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. 

In-School Posters

In-school poster campaign (displaying large, 3’x4’ posters) continued in February 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 graduating from high school.

High School Geofencing Campaign

On February 3, we started a new geofencing campaign of all 15 high schools in our service area with digital ads. Campaign delivers display ads to anyone with a web-enabled mobile device and location service on, within the boundaries of each school. The campaign scheduled to end May 29.

Purpose: General awareness among high school students, increase enrollment among students about to graduating from high school.

Snapchat

10 second interstitial ad targeting only those using Snapchat in our surrounding area codes. Campaign ran February 5-25.

Purpose: Promotion of spring quarter start date and general awareness.

Instagram Feed and Stories Ad

15 second video ads feature Highline student body president, Mohamed Jama. Campaign ran on both Instagram Feed and Stories. Campaign ran February 5 – 25.

Purpose: Awareness of spring quarter start date and it’s not too late to register.

La Raza Spanish Language Newspaper

Half-page ad in Feb 15, quarterly education edition, Progresa.

Purpose: General awareness, increase admissions.

Federal Way Mirror

Half-page ad in special Literacy Month edition, published February 28.

Purpose: General awareness and promotion of our ABE programs.

Kent Reporter’s Kent Residency Guide

Half-page ad in the annual residency guide, published February 28.

Purpose: General awareness, increase admissions.

March

Bus Advertising

We continued to get extended run time on external and inside display ads on King County Metro buses. The campaign officially end July 28, 2019 but we’ve received multiple verifications the ads were still up in late March at no additional cost.

Purpose: General awareness, increase admissions.

 NCM Theater ads

Our 15 second on-screen, pre-trailer ad continued to run in five area theaters: Auburn 17, Century Federal Way, Kent Station 14, Southcenter 16 and Gateway 8. The ad was paused on March 16 due to COVID-19 and theaters being temporarily closed. The campaign was schedules to runs through July of 2020. The ad will be extended once theaters reopen to make up for the down time.

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 devised of those who have visited the above five theaters with their mobile device’s location service turned on. This campaign runs through July of 2020 and is not affected by COVID-19.

Purpose: General awareness, increase admissions. 

In-School Posters

In-school poster campaign (displaying large, 3’x4’ posters) continued in March 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 was scheduled to run through May 15. Due to COVID-19 and no students on high schools, it is not known at this time if the poster will stay up through the end of the school year.

Purpose: General awareness among high school students, increase enrollment among students about to graduating from high school.

 High School Geofencing Campaign

We continued to run our geofencing campaign in all 15 high schools in our service area with digital ads. Campaign delivers display ads to anyone with a web-enabled mobile device and location service on, within the boundaries of each school. The campaign is scheduled to ended May 29. Because of COVID-19, the geofencing targeting adjusted to focus on our service area zip codes instead of specific high schools.

Purpose: General awareness among high school students, increase enrollment among students about to graduating from high school.

Des Moines City Currents Magazine

Half-page ad in Spring Edition. Mailed to all Des Moines residents on March 6.

Purpose: General awareness and promotion of our six bachelor’s degrees.

 Events

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

Big picture middle school – 60 students

Seattle Christian 9th graders – 25 students

Seattle Christian 8th graders – 25 students

Visits to High schools:

Evergreen

Mount Rainier

Tyee

Foster

Kent Ridge

Liberty HS

Alumni Relations

Accepting applications for the Distinguished Alumni Award.  Applications are due May 1.