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:

• “Black and Brown Male Summit celebrates 10 years at Highline College” –– Auburn Reporter, 11/01/19

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

• “Measuring Progress on Developmental Education” –– Inside Higher Ed, 11/25/19
• “Seattle Southside secrets: Don’t miss these must-see spots” –– King5, 11/5/19

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

• “Student-led conference at Chief Sealth IHS inspires young leaders to be ‘Better Together’“ –– West Seattle Blog, 11/03/19

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 continue to get extra run time on external and inside display ads on King County Metro buses. The campaign was to officially end July 28 but the ads stayed up through November 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.

Federal Way Mirror
Quarter-page ad in November 8 Salute to Veterans edition.
Purpose: General awareness and Thank You to those who have served in the military.

Burien Magazine
Half-page ad in Winter 2019 edition (mailed to all residents of Burien on November 20).
Purpose: General awareness and promotion of our six applied bachelor’s degrees.

Events

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

• Tyee High School Career Day
• Kent Lake HS Presentation
• Kent Phoenix Academy College Rush
• Rainier Beach HS Career Fair

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

• Kent Phoenix Academy Financial Aid Night

Level 3 engagement (workshops for staff/councilors, community partners)

• Tyee High School Teacher Training
• Black and Brown Male Summit

Alumni

We had at least 10 HC alumni attend the 10th Annual Black & Brown Male Summit as workshop presenters, panelists, facilitators, and volunteers.

Alumnus, Josias Jean-Pierre was recognized and awarded the Black & Brown Male Summit Student Champion Award (for his attendance since the 1st year).

Report submitted on December 4, 2019 by Vice President Josh Gerstman.