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)

Media coverage

Coverage where Highline College is primary or significant focus:

• “Voices from the Field: Changing Lives With the ‘Following the Supply Chain’ Study Tour” –– U.S. Department of Education’s International and Foreign Language Education Newsletter, April 2020

Coverage where Highline College is a secondary focus:

• “Rotary Club of Des Moines and Normandy Park taps reserves to fund pandemic needs” –– The Waterland Blog, 04/29/20
• “Port Maintains Commitment to Small Businesses During COVID-19 Crisis” –- The Seattle Medium, 04/22/20

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

• “Through coronavirus pandemic and two world wars, this Des Moines nursery keeps people planting and believing” –– The Seattle Times, 04/26/20 [Note: News about Highline alumna]
• “Bellevue College announces 3 finalists for interim presidency” –– Puget Sound Business Journal, 04/22/20 [Note: News about former Multicultural Services director for Highline]

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

Advertisements

Bus Advertising

We continued to get extended run time on external and inside display ads on King County Metro buses. The campaign officially ended July 28, 2019 but we’ve received a few verification the ads were still up in early April at no additional cost.
Purpose: General awareness, increase admissions.

 NCM Theater ads

Campaign was paused on March 16 due to COVID-19 and theaters being temporarily closed. The campaign was scheduled to run through July of 2020. The campaign will be extended once theaters reopen to make up for the down time.

Purpose: General awareness, increase admissions.

NCM Digital component

We continued to run multiple web display ads through April.  Even though the theater ads were paused the ads appear on mobile and desktop devises of those who have visited the 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

We believe the posters are still displayed in 15 high schools in our service area. Due to COVID-19 and no students in high schools, we will find alternate methods for new posters for September of 2020.

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. Because of COVID-19, the geofencing targeting has adjusted to focus on our service area zip codes instead of specific high schools. In addition, the campaign is targeting mobile devices that had previously been within the high school geofences. We’ve adjusted the campaign to emphasize summer quarter registration and our full array of online leaning and support options during COVIID-19. The campaign is scheduled to end May 29.

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

Facebook/Instagram COVIID-19 Student Support Fund Campaign

Boosted post/ad campaign on Facebook and Instagram feed to support the newly created COVIID-19 Student Support Fund.  Campaign began on April 14 and will run through May 5.

Purpose: Raise donations for the fund and build general awareness.

Outreach

Outreach is following up with current students as well as students that were enrolled but haven’t attended classes yet to check on them.  There were 140 students on the list.

Outreach also took the lead on answering Ask@highline.edu ; this is the email address used in campus communications for students to ask questions about items related to COVID 19 and campus operations.

Outreach has also been instrumental in setting up Highline CARES Calling program, which has trained more than 50 staff and faculty to be part of a crew that is engaged in calling all registered students and checking in on how they are doing

Foundation

The Foundation launched the COVID-19 Student Support Fund Campaign. The campaign is featured online and through social media, with videos of faculty and staff sharing stories of their students. The campaign has a $100,000 goal to provide flexible funds for any student in need. It’s off to a good start and more than $30,000 has been raised to date.

Small Business Development Center/ STARTZONE

The SBDC has been a key resource in providing support and information to small businesses impacted by COVID-19. Local cities and chambers of commerce have utilized SBDC staff to in a variety of ways to reach out to businesses. King County and the statewide SBDC network are working to provide additional resources to extend the reach and capacities of the SBDC to be able to offer virtual workshops and access to mobile sessions for business clients.