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)
Dashboard for July and August
- Website visits: July 107,097 — August 99,285
- Media mentions: 4
- Advertisements: July 4 – August 11
- Graphic Design Projects for Campus: July – 15, August – 17
- Outreach inquiries: 35
- Donations: July $10,612.81 — August $62,982.20
- Number of gifts: July 47 — August 41
- Alumni Gifts: July 8 — August 6
IA Monthly Spotlight on: Communications and Marketing
- Initiated work on new website subdomain for Guided Pathways
- Supported Accreditation efforts by proof reading and publishing year 7 report
- Conducted Running Start advertising and promotional campaign through on Social Media
Media coverage
Coverage where Highline College is primary or significant focus:
- “COVID-19 testing now available at Highline College” –– The Waterland Blog, The B-Town Blog, SeaTac Blog, in addition to publications in the Kent Reporter, Seattle Medium and more, 8/18/20
- “Invest in our state’s future by investing in higher education” –– The Seattle Times, 7/30/20 [ Op-ed piece written by Dr. John Mosby and Ron Sims]
Coverage where Highline College is a secondary focus:
- “King County Committee Votes to Forward Educational Improvement Implementation Plan to Full Council” –– King County News, 8/25/20
- “City of Kent awards $721,381 in grants, housing, food, medical needs” –– Kent Reporter, 8/6/20
- “Sound Transit breaks ground on Federal Way Link Extension” –– Tacoma Daily Index, 7/22/20
Coverage of Highline current and future students, alumni and employees:
- “SPU students assembling skeleton of gray whale that washed up on beach” –– Kiro 7, 8/16/20
- “You Too Can Do the Top Two: Primary Elections in Washington State” –– Political Science Now, 7/30/20
- “Junior Geek of the Month: Heven Ambachew uses tech to pursue her passion around social justice” –– GeekWire, 7/29/20
- “Are Transitions a Sufficient Goal for ABE Students or Programs?” –– ProLiteracy Blog, 7/21/20
Note: Campus events and athletics also receive coverage but are usually not included in this recap.
Advertisements
July
NCM Theater ads
Campaign was paused March 16 due to COVID-19 and theaters being closed. It was scheduled to run through July of 2020. The campaign will be extended once theaters reopen to make up for the down time. We will get an additional 128 days of run time. Purpose: General awareness, increase admissions.
NCM Digital Component
Even though our theater ad is not running, we continued to run multiple web display ads through the month of July. The ads appear on mobile and desktop devises of those who have visited theaters with their mobile device’s location service turned on. This campaign is not affected by COVID-19. Purpose: General awareness, increase admissions.
Bus Advertising
We received two reports that some of our bus ads were still going in early July! This is almost a full year after the campaign officially ended. Purpose: General awareness, increase admissions.
Instagram Stories/Feed Tuition Comparison
Video ad campaign on Instagram Feed/Stories to promote fall quarter registration. Campaign ran July 22 – August 1 and targeted 17-32 year olds within our nine service area postal codes. Purpose: Fall quarter enrollment and general awareness among high school class of 2020.
Facebook/Instagram Feed Tuition Comparison to Highline Public Schools
Video ad campaign on Facebook/Instagram feed to promote fall quarter registration. Campaign ran July 23 – August 1. Note: Targeted only though on list of high school seniors from Highline Public Schools. Purpose: Fall quarter enrollment and general awareness among high school class of 2020.
August
Federal Way Mirror
Half-page Running Start display ad in August 21 Back to School Edition. Purpose: Promotion of our Running Start program and increase Fall enrollment.
Running Start Display ads across Google Ads Network
Series of display ads on websites throughout the Google Ads Network within our nine service area postal codes. Ads run August 13 – September 13. Purpose: Promotion of our Running Start program and increase fall enrollment.
Snapchat Running Start Video Ad
10 second interstitial ad targeting 15-17 year olds within our nine service area postal codes. Ad ran August 7 – 28. Purpose: Promotion of our Running Start program and increase Fall enrollment.
Snapchat Fall Quarter Video Ad
10 second interstitial ad targeting 16 – 32 year olds within our nine service area postal codes. Ad runs August 12 – September 12. Purpose: General promotion of fall quarter and increase fall enrollment.
Instagram Stories Running Start Video Ad
15 second interstitial ad on Instagram Stories to promote Running Start. Ad ran on August 12 – August 27 and targeted 15-17 year olds within our nine service area postal codes. Purpose: Promotion of our Running Start program and increase Fall enrollment.
Instagram Feed/Stories Running Start Ad
Display ad campaign on Instagram Feed/Stories to promote Running Start Fall Enrollment. Ad ran August 12–27 and targeted 15-17 year olds within our nine service area postal codes. Purpose: Promotion of our Running Start program and increase Fall enrollment.
Running Start Facebook Boosted Post
Boosted post targeting parents. Post ran August 11–31 and targeted parents teenage in our nine service area postal codes. Purpose: Awareness of our Running Start program by parents of potential Running Start students.
Running Start Instagram Feed Ad
Feed ad targeting parents. Post ran August 11–31 and targeted parents teenage in our nine service area postal codes. Purpose: Awareness of our Running Start program by parents of potential Running Start students.
Fall Quarter Facebook Boosted Post
Post runs August 19– September 14 and targets 17 – 34 year olds within our nine service area postal codes. Purpose: General promotion of fall quarter and increase fall enrollment.
Fall Quarter Instagram Feed/Story Ad
Ad runs August 19– September 3 and targets 17 – 34 year olds within our nine service area postal codes. Purpose: General promotion of fall quarter and increase fall enrollment.
Fall Quarter Instagram Stories Video Ad
15 second interstitial ad on Instagram Stories to promote fall quarter start and registration. Ad runs August 20 – September 14 and targets 17 – 34 year olds within our nine service area postal codes. Purpose: Promotion of our Running Start program and increase Fall enrollment.
Outreach
Outreach is collaborating with different departments, strategizing plans to be effective in our new outreach efforts to the community.
Outreach sent out three different emails to 600 perspective students with information on enrollment.
Report submitted Aug. 31, 2020, by Vice President Josh Gerstman