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)

February and March dashboard:

• Website visits: February: 135,400 | March: 142,571
• Advertisements: February: 2 | March: 15
• Outreach inquiries: February: 35 | March: 33
• Donations: Feb. $82,769.35 | Mar. $12,302
  • Number of gifts: February: 8 | March: 11
  • Alumni Gifts: February: 8 | March: 0
• Media mentions: February: 5 | March: 9
• Graphic Design Projects for Campus: February: 18 | March: 24

Special Focus: Highline College Foundation Virtual Gala Thursday April 29, 2021.  

Gala admission is available now.  General admission is $25 and includes a Gala In A Box containing: one bottle of red wine,* one commemorative stemless wine glass,** and a sweet treat. Gala In A Box and VIP Experience bag pick-up will be located at Highline College.  Limited number of Pre-Party VIP Craft Cocktail Experiences available for $75 (include $25 admission)

Media Coverage

Coverage where Highline College is primary or significant focus:

• “Nominate a former Highline College Student for Distinguished Alumnus Award” –– The Waterland Blog, 03/02/21
• “Highline College seeking nominations for Distinguished Alumnus Award” –– Federal Way Mirror, 03/06/21
• “City of Burien, SBDC holding webinar on commercial leasing basics on Tuesday, March 16” –– The B-Town Blog, 03/08/21

Coverage where Highline College is a secondary focus:

• “Kent COVID-19 vaccination sites re-opening Monday after snowstorm closure” –– Q13 Fox, 02/12/21
• “Winter weather impacting COVID-19 vaccination sites and those who want doses” –– KOMO News, 02/12/21
• “Intelligent.com Announces Best Respiratory Therapy Degree Programs for 2021” –– Intelligent.com, 03/11/21
• “Intelligent.com Announces Best Colleges in Washington 2021” –– Intelligent.com, 03/13/21

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

• “NWAC Hall of Fame Member Don McConnaughey of Highline College passes at 90” –– Northwest Athletic Conference, 02/12/21
• “Highline area sports legend, Don McConnaughey passes away” –– Westside Seattle, 02/14/21
• “Longtime Highline College coach, athletic director dies at 90” –– Federal Way Mirror and Kent Reporter, 02/18/21
• “What are local Federal Way leaders reading?” –– Federal Way Mirror, 02/26/21
• “UAG Tech Advancement Inc. Reaches $100 Million Dollars and Still Growing” –– MENAFN, 03/06/21
• “Federal Way Mirror’s Citizens of the Year: The Allen Family” –– Federal Way Mirror, 03/12/21
• “Finalists named for Northland Community and Technical College presidency” –– Grand Forks Herald, 03/18/21
• “WA looks to end driver’s license suspensions over unpaid debt” –– Crosscut, 03/25/21

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

Advertisements

February 

(Note: Digital advertising continued to be paused entire month of February do to ctcLink transition and hold on using purchasing card)

NCM Theater Ads

Our 15 second theater ad ran on a limited basis in three open theaters through mid-February. This marked the ended our previous year’s contract. The theaters were Century Federal Way 16, Kent Station 14, and Southcenter 16.   Purpose: General promotion of spring quarter start date and increase spring enrollment.

Federal Way Mirror

Half-page ad in special Literacy Month edition, published February 26.  Purpose: General awareness of Highline College and promotion of our ELCAP programs.

March

Burien Magazine

Half-page ad in Spring 2021 edition.  Purpose: General awareness and promotion of spring quarter start date and resources we provide.  Note: Burien Magazine is distributed to all households/mail boxes in the city of Burien and is the official publication of the City of Burien.

Burien Magazine Website

Right-column display ad on the Burien Magazine official website.  Run dates: March 1 – 31.  Purpose: General awareness and promotion of spring quarter start date and resources we provide.

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: March 1 – April 4.  Purpose: General promotion and promotion of spring quarter start date.

1 minute pre-roll ad: General promotional video ad targeting 18- to 34-year-olds within our nine service area postal codes. This ad featured Jarmaine Santos, Running Start student and our current ASHC president talking about what we will be offering this spring quarter. Run dates: March 2 – April 3.  Purpose: General promotion and promotion of spring quarter start date.

Instagram/Facebook

Instagram Feed Boosted Post: General spring quarter promotion.

Slideshow post promoting spring 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 1 – 31.  Purpose: Promotion of spring quarter start date and the full lineup of online classes and services available to students.

Instagram Feed Boosted Post: Jarmaine Santos video (same as YouTube)
Video promoting spring quarter enrollment. Targets 17- to 38-year-olds within our nine service area postal codes who indicated highest level of education and high school or some college.  Run dates: March 1 – 31.  Purpose: Promotion of spring quarter start date and the full lineup of online classes and services available to students.

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: March 8 – April 3.  Purpose: Promotion of spring quarter start date and the full lineup of online classes and services available to students.

Instagram/Facebook Feed Ad: “Ready for a New Career” short video ad targeting 17- to 34-year-olds within our nine service area postal codes who indicated highest level of education is high school or some college.

Run dates: March 5 – April 3.  Purpose: Promotion of spring quarter start date and the large selection of professional-technical degrees and certificates we offer.

Facebook Feed Ad: “One College. Many Paths” Short video ad targeting 17- to 35-year-olds within our nine service area postal codes who indicated highest level of education is high school or some college and who have visited our Facebook page or website in the last 90 days.  Run dates: March 4 – April 3.  Purpose: Promotion of spring quarter start date and the over 100 degrees and certificates we offer.

Instagram Feed/Explore Ad: “One College. Many Paths” Short video ad targeting 17- to 34-year-olds within our nine service area postal codes who indicated showing an interest in college or higher education. Run dates: March 3 – April 3.  Purpose: Promotion of spring quarter start date and the over 100 degrees and certificates we offer.

Instagram/Facebook Feed Ad: “Help Shape our Future” short video ad targeting 18- to 42-year-olds within our nine service area postal codes who indicated an interest in primary education, early childhood education or child development.  Run dates: March 9 – April 15.  Purpose: Promotion our applied bachelor’s degree in Elementary Education and upcoming information sessions.

Instagram Stories Ad: 15 second interstitial ad targeting 16- to 34-year-olds within our nine service area postal codes.  Run dates: March 3 – April 2.  Purpose: General promotion and promotion of spring quarter start date.

Instagram Stories Ad: 15 second interstitial ad targeting 14- to 17-year-olds within our nine service area postal codes.  Run dates: March 3 – 26.  Purpose: Promote or Running Start programs and spring quarter start date.

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: March 2 – April 3.  Purpose: General promotion and spring quarter enrollment.

10 second interstitial ad: Ad targeting 14- to 17-year-olds within our nine service area postal codes. Run dates: March 4 – March 26.  Purpose: Promote or Running Start programs and spring quarter start date.

Outreach

“Discover Your Pathway”  

Starzone Latino Presentations 

Summer Bridge Program Outreach and Recruitment 

Highline ELL ExCELL & GED in Spanish Presentation

College Spark Grant Planning  

La Conferencia Series with a Health emphasis – 4 events, 30-40 people attended each one. A mix of community members, potential students, current students , faculty and staff. 

Grants

February and March 2021 

 Proposals Submitted: $2,034,851 total 

• Puget Sound Energy: Powerful Partnerships: $13,000  
• U.S. Dept. of Education TRiO Talent Search (5-year grant): $1,386,875  
• USA Study Abroad IDEAS Program: $35,000 
• USDA NIFA Beginning Farmer and Rancher Development Program (BFRDP) (3-year grant): $599,976 

 Proposals Funded: $20,000 total 

King Conservation District Regional Food Systems Program: $20,000 

Alumni

Nominations are open for our next Distinguished Alumnus. Read more and find out how to nominate someone for the annual award here https://www.highline.edu/alumni-award-2021/.

Report submitted by Vice President Josh Gerstman on Mar. 30, 2021