EXPAND EDUCATIONAL PLATFORMS

Maximize the impact of Highlands College by expanding our top quality, accessible leadership programs and resources to develop and deploy adult ministry and marketplace leaders who are biblically informed, practically empowered, and spiritually strengthened.

Highlands College is adapting and creating educational platforms that complement our full-time, baccalaureate Academy program designed for younger (18 to 25 years old) students recently graduated from high school. These expanding education platforms are evolving from our Evening Program. In 2008, we began offering opportunities for older adults (25 and older) to earn two kinds of ministry certificates: 1) a (Core) certificate for adults seeking to amplify their impact in fulfilling the Great Commission in their daily lives and at work, and 2) a more intensive (Core-Plus) certificate for adults seeking a career change into vocational ministry. These programs have been hugely successful—in 12 years, growing from 20 to 700
students at 12 locations—impelling us to expand our program scope, with the goal of providing multiple lines of Christian Educational products to support Highlands College in remunerative and non-remunerative ways. Our expansion will be focused and deliberate, with adjustments based on empirical evidence.

A LONG-RANGE OPERATIONALIZED STRATEGY

will be developed for our expanded educational platforms. This long-range (5+years) strategy will be well-supported by a Situation Analysis, including rigorous market research beginning with an assessment of customer needs. The markets for our products will be carefully evaluated, including: size, growth, margins, market landscape, customer values/segments, regulations, and our capability to deliver. In developing our strategic plan, we will develop a mission, vision, and goals. We will also create an identity, brand, operating and business models, a detailed work plan, and financial proformas. The work plan will include milestones and metrics with targets that tie to a manageable set of strategic goals. A key success factor will be narrowing down product ideas to the most attractive set of integrated offerings based on applying objective criteria

ENHANCING AND EXPANDING OUR CURRENT EVENING PROGRAM

will be the initial focus. Building on our success to date, we will re-brand and extend our current two offerings, with the aim of creating a portfolio of more segment-specific certificates: Leadership (4 varieties: personal, professional, business, and ministry), Ministry (for career changes to ministry), Bible, Theological, and Marketplace. We will also explore more a la carte professional development/continuing education courses. For vocational ministry students, we will enhance the program to make it more closely match our current two-year program, including more practical training—for example, more Sunday Serve opportunities. For many certificates, we will explore adding some of the more popular/effective Character Formation and Spiritual Development elements of the Academy program—customized for more mature students. It is still to be determined which of these elements will be integrated into the basic program or supplemental to it. Generally, we will explore add-ons for students in our programs seeking a more in-depth study.

PRODUCT LINE EXTENSIONS

offer opportunities for Highlands College to provide an even broader mix of distributable Christian Education goods and services. These extensions would likely begin with establishment of freely accessible streaming content, such as podcasts and an internet channel. And depending on demand for such content, we might offer paid content, perhaps employing a subscription model. Another opportunity, requiring significantly more investment, is creating a remote learning platform for distributing content to broader audiences; this would require purchase of a video Learning Management System and more advanced content development capabilities. This offering could include business leadership courses and programs, where we might partner with Christian business leaders. Success in the online market might logically result in extension to in-person offerings, such as conferences, forums/summits, and workshops. This could also lead to hybrid online/onsite programs, similar to Executive MBA programs, where immersive practical training could be provided at Church of the Highlands’ campuses or other satellite locations. Another attractive segment for our products might be churches and para-ministry organizations, for whom we could provide curriculum and resources—for example, packaging one year of biblically-based leadership courses. This would require a sizeable investment in professionalizing our current content, testing and adapting this content, and creating a support infrastructure. This could also involve licensing our content.

IDENTIFICATION AND TARGETING OF NEW CUSTOMER SEGMENTS

will help maximize our impact while also providing necessary scale for offerings that require larger fixed investments. This expansion to new segments might include extending our current program to all Church of the Highlands campuses, empowering campus leadership to build and lead at the local level. ARC and Grow also represent a large, attractive, and easily reached market segment. Other attractive segments for our training include high school students, non-Highlands College students, and business people.

EVENING PROGRAM INTEGRATION INTO HIGHLANDS COLLEGE

We will seek to more closely integrate the Evening Program into our Academy program, providing benefits for both Evening and Academy. Depending on their interests and skills/experience, Evening students seeking practical leadership experience will be provided opportunities to interact with students that might include advising/mentoring, tutoring, and guest lecturing. Evening students might also exercise their spheres of influence to assist with placement, recruiting, and fundraising. Our overarching goal would be to create a community and support network for Highlands College that mutually benefits both Evening and Academy students.