building your transfer outreach plan

Building Your Transfer Outreach Plan

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.

75% of U.S. College Bound High School Students 50% of U.S. College Students

15M+ Students* reached

52/48 % Female/Male

700,000+ Social media followers

*U.S. College Bound High School & College Students Source: Data as of December 2014. Other sources include Google Analytics, Facebook, Twitter and Instagram

Chegg Reaches

9M Monthly visits

71% 18-24

10 minutes Average time on site

Chegg by the Numbers

Nearly half of all students in the US use Chegg (textbooks, study, etc.) ⅓ of those students are enrolled at a community college.

Methodology

27% Been enrolled

for 1 year

Email Survey of nearly 500 community college students who are considering transferring

74% are enrolled full time

64% Have been studying

2 yrs or less

94% will consider transferring

to public college

36% will consider transferring

to private college

3 in 4 would transferring to a school in same state /

different city

1 in 4 would consider transferring to another state

We asked: Why Transfer? Challenges? Resources?

94%

63%

17%

14%

10%

9%

7%

7%

6%

6%

3%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

In order to pursue a 4-year degree

I always planned on transferring to another school

My school does not offer the major I want to study

I am not satisfied with my current school socially

I am not satisfied with my current school academically

I am not satisfied with my current school's location

I recently moved/plan on moving to a new city

I just want a change – no particular reason

I am not sure what I want to study and want to explore my options

I am not satisfied with the living/housing situation

I am looking for a less expensive college

Other financial considerations

Pursuing a 4-year degree is the biggest reason for transferring

Which of the following are the reasons you are considering transferring?

10%

13%

13%

22%

24%

26%

52%

54%

75%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Earn a certificate

Fulfill requirements to apply to a graduate program

Learn a new skill/trade

Establish a good GPA (my high school GPA was not strong enough)

Establish a good GPA (my college GPA was not strong enough)

Fulfill my general interest in learning/continuing education

Complete a BA/BS degree

Receive my AA/AS degree

Fulfill requirements to transfer to a 4-year college/university

Transferring and receiving AA are current goals What are the current goals that you are working toward in school? (check all that apply)

Transferring and receiving AA are current goals What are the current goals that you are working toward in school? (check all that apply)

75%

54%

52%

26%

24%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Fulfill requirements to transfer to a 4-year college/university

Receive my AA/AS degree

Complete a BA/BS degree

Fulfill my general interest in learning/continuing education

Establish a good GPA (my college GPA was not strong)

Students are confident about being successful, but concerned that credits won’t transfer

3%

4%

18%

23%

4%

3%

19%

24%

26%

35%

29%

39%

67%

59%

33%

15%

0% 20% 40% 60% 80% 100%

I am confident that investing in a four year degree will pay off in the long-term

I feel confident that I will be successful at a four year school

I felt prepared to attend a four year school after high school but chose to attend a two year school in order to save money

I am concerned that my credits won't transfer

Completely disagree Somewhat disagree Somewhat agree Completely agree

74%

38% 38% 33%

27%

10% 7% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Cost I wasn't ready for a four year

school

Was unsure of my major

Wanted to be close to home

Fit in with my work schedule

I was not accepted to my first choice four

year school

Program of study AA/AS was end goal

Cost is largest reason for transfer

Many indicated

family or a significant

other

Why did you choose to attend the school you are currently attending? (select all that apply)

Cost and Class Difficulty are Biggest Concerns

86%

55%

39%

28% 26%

4% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cost Difficulty of classes

Adjusting socially Student/teacher ratio

Class size None of these Other

What are some of your concerns about transferring to a four-year school?

49% 45%

41%

25%

15% 15%

5% 3%

0%

10%

20%

30%

40%

50%

60%

Financial aid/FASFA

I am working and contributing my

own income

My parents/other family members are contributing

Grant (e.g. Pell grant)

Student loans Scholarship Military benefits Work/study program

Half of students are relying on financial aid How are you currently paying for college?

Area of study

92%

Top 5 factors influencing a student’s reason to transfer

Availability of Scholarships

49%

Cost of Tuition

67%

Majors/areas of study offered at that school   91  Cost of tuition   67  How many of my credits will get transferred   53  Financial aid available   53  Scholarships available   49  Location -- I want to stay in the same general location/city   43  Acceptance likelihood -- I am only applying to schools I am likely to get into   41  School prestige or reputation   37  Location -- I want to be in a different location/city than I   34  Cost of housing and other expenses   34  School ranking   28  Student services (tutoring, support, career services, etc.)   28  Size of school   22  Availability of on-campus housing   19  Acceptance likelihood -- I am applying to schools that are a stretch for me   16  Academic difficulty   13  I know people at that school -- friends or family members   12  Online courses/programs available   12  Sports programs at college (as an observer or participant)   8  

Transferrable Credits

53%

Availability of Financial Aid

53%

Online degrees

Biggest benefits are flexibility with schedule (55%) or offering a specific program that I am interested in (26%)

transfer students would consider finishing a bachelor’s degree online

1 in 3

The Process is Difficult …

50% of Transfers consider the transfer process to be

challenging

(6-10 on 10 pt scale)

What students find the most challenging part:

“Deciding which classes to prepare me for a 4-year schools.”

“The fact that deadlines are not put out most of

the time.”

“Submitting my transcripts and

applying for scholarships.”

© 2015 Chegg All Rights Reserved

Academic Preparedness Impacts Choices

Key Takeaways of the “Why”

Financial Considerations are Primary Factors

Completing Credits is a Top Priority

We focused on intent

100% Respondents who are likely to

transfer in the next 2 years

And yet …

77% Students who are unsure

where they want to transfer to

1 in 3 students knew they would transfer before enrolling…

The college search landscape is … complicated

3 in 4 applying to +/- 2 schools

44% of respondents are actively seeking out or plan on seeking out information on different school options… …23% PLAN on

seeking out info

Over HALF of students do not plan on reaching out to admissions before starting

the application process

Know they plan to transfer

So we are dealing with an audience that…

Do not know where they want to transfer to

Plan to keep their list short

Are actively researching with plans to do more

Are actively or passively staying off of your radar

Traditional Recruitment Methods

Ad agency Fairs Community College visits

Website Traditional list buys

Solution 1: Scholarships focused on transfer students (not just PTK)

Solution 2: Early advisement & Articulation Agreements Solution 3: Reverse Transfer to make early transfer more attractive

Resources being used

80% of students use search engines like Google to start their search

Student use of college search/review sites outranks use of college fairs by nearly 20 percentage points (note: 56% vs. 38%)

Less than half of students get information about possible schools to apply through brochures

Most important resources

35%

19%

13% 11%

9% 8%

3% 1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Online search engines & College

Research Sites

School specific websites

Visiting the campus

Advisor at my current school

Friends/Family College fairs Brochures/mail from colleges

Social Media

Which of the following resource was the most valuable to you as you consider your options for transferring?

Notice the difference in online vs. traditional methods.

Current practices for recruiting transfer students are not working

Efforts should be placed on channels used by students, and

recruiting students with an active, demonstrated interest

Nearly 2/3 of potential transfer students use a site in the Chegg Cloud to do their research

Solution 1: Inquiry Generation Across the Chegg Cloud Network

Solution 2: Location-Based Mobile Engagement Solution 3: Digital Engagement of Identified Prospects

A Multi-Channel, Multi-Network, Multi-Touch Strategy

Retargeting Inquiries & Matches

Targeted Mobile Media

Targeted Display & Social Media

Digital Media across the

Chegg Network

Match+ Student Names

Chegg Cloud Inquiries

Communication Planning

Cloud Connect students who have raised their hand to be

contacted by your institution.

18 sites & apps and growing!

AcademicPerformance

Intent to Transfer

Geography

Transfer Match+ fined tuned to meet your admissibility criteria

Gender

Behavioral Interest in

Similar Schools

Location-Based Mobile Advertising

Introducing a New Way to Reach Students On-the-Go

Students are always in motion. Your targeting should be too…

Recruit students through location-based mobile targeting that focuses on real-time activity and the highest engaged areas.

91% of consumers have their phones within arms reach 24 hours a day

Sources: Study by app Locket, 2014. Under the Cover with College Students. Chegg, 2015.

93% of students own a smartphone

The average user checks their phone 150 TIMES / DAY

Dynamic geo-fence focuses media on the locations that show the strongest performance.

Standard Geo-fence

Chegg’s Geo-fence

Chegg Geo-fence

Reach Students at Specific Locations

2-YEAR SCHOOL

CAMPUS CENTER

COLLEGE LIBRARY

Mobile media is optimized to reach students based on their location history.

Create a Unique Student Profile

Mobile banners and interstitials drive to the brand’s mobile site or a custom branded landing page.

Custom landing page features dynamic content aligned with the student’s location.

Driving Directions

Dynamic Maps

More Info

Click to Call Video

Loca

lN

ews

& In

foM

en &

Sp

orts

Ente

rtai

nmen

tW

omen

Soci

al

Sample Network

Recruit Students On-the-Go with Chegg •  Reach transfer students on

2-year campuses •  Target high school students in

specific markets •  Connect with students as they

visit your campus

Retargeting Reach students minutes after they have visited your site or

expressed interest in a similar school.

Retargeting Strategies Strategically engage and convert interested students with messaging tailored to their phase of their search.

.Edu Retargeting to drive traffic of general researchers back to your site to learn more

Chegg, Niche and Baidu page visitor retargeting to engage un-identified prospects on the top college search

Interest-based Retargeting to engage inquiries & students considering peers

Textbook Retargeting for Transfer & Grad Outreach

Retarget students who visit your .EDU site.

Retarget students who are actively searching peer institutions.

Retarget students who browse specific book subjects.

Retargeting Inquiries & Matches

Targeted

Mobile Media Targeted Display & Social Media

Integrated Media on Chegg Newsletters

Syndicated Content on Partner Publisher Sites

Chegg Cloud Inquiries

Campus Rep Programs

Enhanced and focused reach with 1st Party Data Match

Match+ Student Names

Digital Media across the

Chegg Network

Communication Planning A multi-channel, multi-network,

multi-touch strategy

1. Combine your various data sources (search, inquiries etc)

2. Chegg marketing software identifies the device & cookie ID of as many students in your dataset as possible (typically 2 in 5 students are found via 1-2 devices)

3. Serve ad impressions directly to the students within your database to inform and drive engagement with your traditional recruitment methods

“Mobilize” Your Communication Flow:

Questions and Collaboration

Gil Rogers

gil@chegg.com @gilrogers

91

67

53 53 49 43 41 37 34 34

28 28 22 19 16 13 12 12 8

0 10 20 30 40 50 60 70 80 90

100

Majors/cost are key factors for transfer students What factors are influencing which schools you will apply to for a transfer?

Majors/areas of study offered at that school   91  Cost of tuition   67  How many of my credits will get transferred   53  Financial aid available   53  Scholarships available   49  Location -- I want to stay in the same general location/city   43  Acceptance likelihood -- I am only applying to schools I am likely to get into   41  School prestige or reputation   37  Location -- I want to be in a different location/city than I   34  Cost of housing and other expenses   34  School ranking   28  Student services (tutoring, support, career services, etc.)   28  Size of school   22  Availability of on-campus housing   19  Acceptance likelihood -- I am applying to schools that are a stretch for me   16  Academic difficulty   13  I know people at that school -- friends or family members   12  Online courses/programs available   12  Sports programs at college (as an observer or participant)   8  

67%

47%

20% 20% 14% 12%

8% 8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Collegeboard and Chegg used by half of transfer students

Which college review sites have you used (or do you plan to use)?

Another view point

3% 4%

18% 23%

Confident that investing in a four year degree will pay off in the long-term

Confident that I will be successful at a four year school

Prepared to attend a four year but chose to attend a two year to save money

I am concerned that my credits won't transfer

Completely Disagree 67%

59%

33%

15%

Confident that investing in a four year degree will pay off in the long-term

Confident that I will be successful at a four year school

Prepared to attend a four year schooll but chose to attend a two year school to save money

I am concerned that my credits won't transfer

Completely Agree