bridging your 2016 enrollment gaps
TRANSCRIPT
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Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1
Bridging Your 2016 Enrollment Gaps
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connects with students from high school through college Scholarship
Matching
College Counseling
Career Discovery
Internship & Job Matching
Rent or buy [e]textbooks
Transfer & Grad School
Matching College
Matching Flashcards & Test Prep
HIGH SCHOOL COLLEGE POST COLLEGE
Tutoring Study Tools & Tutoring
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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
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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
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Understanding Generation Y
Engaging Undecided Students at the
Height of their Interest
High Impact Transfer Outreach to Fill Gaps
Effective Yield Strategies
Today’s Agenda
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Today’s students were born when Google began and in grade school when Facebook took off.
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They have unlimited information at their fingertips.
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#socadm15
60%!INDICATED USING AT LEAST
ONE OF THESE 8 SITES
!
Informative! Social!
Specialized!
NEARLY
Segmenting Digital Tools
#socadm16! Which of the following online resources have you used to research colleges?
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15%!
19%!
29%!
49%!
26%!
35%!
40%!
35%!
40%!
34%!
27%!
15%!
19%!
7%!
3%!
2%!
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Social media sites
Ranking sites (e.g., US News and World Report)
College review and scholarship sites (e.g., Chegg, Niche)
College and university sites
Extremely useful Very useful Somewhat useful Not very useful
How useful were the following types of sites during your college research? #socadm16!
Nearly 70% say very to extremely
useful
41% say very to extremely useful
Most Useful for College Research
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Example: Niche.com
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Class of 2016 will login 4 million times during SR year
Class of 2015 on Niche: • 3 million logins during SR year • Avg session: 10 pages, 12 minutes • Peaks in
• October for applying • January for financial aid • March for decision
Class of 2016 on Niche: • 800,000 logins during JR year • 4 million logins projected for SR year • Same peaks and sessions as 2015
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Niche Colleges will see 40 million visits this school year
HS Seniors Peak in Oct, Jan, and March
College /Transfer/Grad Peak at start/end of semesters
HS Juniors Grow as school year progresses
HS Parents Peak in Oct, Jan, and March
Adult learners Peak in Jan and Aug
HS Freshman/Sophomores Grow as school year progresses
Trends for 2015-16 • Niche Traffic up 50% over 2014-15 • Larger Niche platform is driving growth in:
• HS Juniors and younger • HS Parents • Adult learners
User Types on Niche Colleges
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What does this all mean?
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Students indicating interest in January-May are still undecided
If they are still looking at you they are still looking at
your peers
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Recommended Strategies
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Inquiries and Matches Connect with students who are researching your school
and schools like yours at the height of their interest.
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Qualified students with an active and demonstrated interest in your school
Best-fit matches who are actively searching and need to hear from you
Chegg has the largest opt-in database of students actively researching schools.
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Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Chegg Cloud
Inquiries
• Reach 8/10 college-bound students actively researching schools across the web on the most popular college search sites.
• Focus resources on students who have actively “raised their hand” an expressed an interest in you.
• Respond to students at the height of their interest, not when they have to take a standardized test.
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Cloud Connect students who have raised their hand to be
contacted by your institution.
18 sites & apps and growing!
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What if we could harness the behavioral data from students as
they search for schools to find the perfect matches for
your school?
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Chegg User Behavior Data
Chegg CloudData
Science of Match
Sophisticated algorithms analyze millions of data points submitted by students and collected during
their visits to our network to identify those that are the best fit
for your institution.
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AcademicPerformance
GradYear
Geography
Match fined tuned to meet your admissibility criteria
Gender
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AcademicPerformance
GradYear
Geography
Match+ fined tuned to meet your admissibility criteria
Gender
Behavioral Interest in
Similar Schools
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Cloud Inquiries
Match Student Names
Match+ Connections
• Identify students who are “raising their hand” to express interest in you specifically
• Connect with those students in real-time, as they are researching
• Infuse fresh contacts into your recruitment pipeline to actively grow your inquiry and applicant pool year-round
• Segment the largest opt-in database of college-bound students based on your strategic priorities
• Utilize your homegrown or consultant-built predictive models to focus your list buy purchase
• Reach undecided students who are actively researching schools at the height of their interest (not simply taking a test)
• Identify students who have indicated an interest in your peers or aspirational peers but do not yet have you on your list
• Ensure you are on a student’s consideration set when they are actively researching schools you associate yourself with
• Segment your recruitment to fill specific enrollment gaps/priorities
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Retargeting Reach students minutes after they have visited your site or
expressed interest in a similar school.
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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
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Retarget students who visit your .EDU site.
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Retarget students who are actively searching peer institutions.
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Retarget students who browse specific book subjects.
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Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 37
Transfer Outreach
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We focused on intent
100% Respondents who are likely to
transfer in the next 2 years
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And yet …
77% Students who are unsure
where they want to transfer to
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1 in 3 students knew they would transfer before enrolling…
The college search landscape is … complicated
3 in 4 applying to +/- 2 schools
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44% of respondents are actively seeking out or plan on seeking out information on different school options… …23% PLAN on
seeking out info
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Transfers are Secret Shoppers
50% of transfers will not identify themselves to colleges before applying
Sources: Building Your Transfer Outreach Action Plan, Chegg, 2016
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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
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91% of consumers have their phones within arms reach 24 hours a day
The average user checks their phone 150 TIMES / DAY
Sources: Study by app Locket, 2014. Under the Cover with College Students. Chegg, 2015.
93% of students own a smartphone
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89% of time spent on mobile apps 30.4 hours per month
11% of time spent on mobile web 3.75 hours per month
app
mobile app vs. mobile web media use
Nielsen Cross Pla-orm Report March 2014
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Location-Based Mobile Advertising
Introducing a New Way to Recruit Students On-the-Go
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• Reach students at the right time and the right place through hyper-local media on their mobile devices
• Capture attention and drive awareness among students at specific locations when they are most receptive to your message
• Media is optimized to appear in locations that show the strongest performance
Students are always in motion. Your targeting should be too…
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2-Year Schools Corporations, Military Bases
ESL Centers & Boarding Schools
Target potential students anywhere with location-verified media on their mobile devices
High Schools High School & Transfer Fairs
Concerts, Events, Open Houses, Airports, etc.
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Dynamic targeting zeros in on the strongest performing locations
Standard Geo-fence
Chegg’s Geo-fence
Chegg Geo-fence
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CUSTOM INTERACTION
CUSTOM LANDING PAGE
.EDU SITE
Dream Big. Live Limitless. Learn more!
Reach students on their favorite apps and drive to your mobile EDU site or a custom landing page/interaction developed by Chegg
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Drive measurable engagement with a customizable landing page and dynamic content aligned with the student’s location
Call an admissions director
Learn about transferring
Visit the campus
Watch a video
Talk to Admissions
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Deliver a personalized, interactive experience to students on-the-go
CLICKABLE MICROSITE
SWIPE-ABLE MICROSITE
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Reach students across 70K apps around the world*
Social Entertainment Sports News &
Info Interests Local Music
* Over 35K apps in the U.S.
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Identify and Reach Students in 8 Countries* On Thousands of Mobile Applications
*In addition to the United States
UK
India Germany France Canada
China Spain Italy
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Why Chegg Location Based Mobile Advertising?
• We are the only geofencing technology in use today that verifies location
• No risk of reaching people in the wrong location
• 99% of our reach is in the app on a smart device where the value exchange is much higher
• 86% of all smart phone use is non-voice
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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
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Students you have applied and been admitted
Students who have been denied/deferred and are
evaluating options Late starters who are
just starting their research
Late stage inquiries can be some of the highest conver@ng inquiries if you support them effec@vely at this phase of the recruitment cycle.
Types of Seniors Still Searching
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What do you do with the student that is already in your pipeline, applied and/or been admitted, but is still actively
researching you (and more importantly, your peers)? *Or worse. Enrolled but still evaluating options!
Admitted but not Committed*
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REMINDER: If a student is still researching you, they
are also still researching your peers.
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Think about it …
When a student who has applied/been admitted, we encourage them to visit campus.
Why, then, do we think of online interactions
differently in today’s electronic world?
Today’s College Search Reality
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Instant e-mail and phone call, acknowledging that student’s continued interest 1 Assign a student ambassador to reach out via phone and possibly a hand-written note (go old school)
2 Invite the student to visit campus one more time, or for out of state students offer virtual visits
3
Supplemental Communication Plan
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Deferred by you or denied elsewhere, how do you support a student in this situation at this phase of the process?
HINT: Put your “counselor hat” on *Denied/Deferred by you OR a peer institution
Denied/Deferred and Evaluating
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Time to be a counselor
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Inform waitlisted/deferred student of any steps they can take to increase their chances (if any)
1 Educate the student about articulation agreements with community colleges in your area
2
If your institution allows, think about deferred admission to the spring semester 3
Supplemental Communication Plan
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• Be up front with the student and talk about their realistic options.
• Talk about gap-year programs or bridge agreements with local community colleges to help the student build their academic record
• Inquire about interest in deferring their start to the spring (works well combined with community college coursework)
Additional Tips
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What do you do with senior inquiries that are just now getting on your radar? Do you turn them away, or leverage
their fresh interest?
Late Bloomers
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Instant e-mail and phone call, acknowledging that student’s interest 1 Assign a specific counselor to follow-up with students and their parents ASAP (prioritize by territory volume) 2
Invite the student to campus for an interview and instant admission decision (provided they can provide all required materials)
3 If there is a high volume of interest in a geographic area, consider hosting a regional information session/interviews (if budget allows)
4
Supplemental Communication Plan
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• There is always that “diamond in the rough” that got lost in the process. Are there exceptions you can make for qualified students still inquiring?
• Reach out immediately and walk them through the application process (for rolling admission schools).
• Be sure to educate and inform them about your transfer programs/articulation agreements (if truly past your deadline/their program is full)
Serving Late Bloomers
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Conversion Strategies Develop a strategy that ensures every touch point is
optimized to drive conversions from the moment students begin their search through the time they enroll.
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Niche Profile Page Takeovers Manage your brand on the top college search site on the web
and drive additional traffic to your .edu
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Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
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Conversion Strategies
• On campus workshop designed to closely examine each conversion point in the funnel to ensure optimal conversion rates.
• Methodical review of marketing efforts, lead generation campaigns, inquiry communication, post application and post accept processes and messages.
• Deliverable is a mutually agreed upon conversion plan.
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Communication Sequence Mapping Develop a communication plan tailored specifically for late
stage prospects & un-committed admitted students
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Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
powered by
Communication Sequence Mapping
• Tactical recruiting communication plan based on objectives, target audience, segmentation potential, message, format, call-to-action, and associated metrics.
• 11X17 color-coded communication sequence map for each target audience.
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sample sequence
map
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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
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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:
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PurchasedSearch Names
School’s
CRM Data
Data Sources
First Party Data Match Platform
Targeted Mobile Media
Digital Display Media
Social Media
Chegg Cloud Inquiry Data
Chegg Match
+ Data
Search Names
Data Sources
First Party Data Match Platform
Marketing Platforms
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20,000 on Instagram
39,800 on Facebook
17,000 on websites
via Ad Exchanges
Example: Of the 84,743 Names Sent We Can Reach*
*We forecast 1 impression/day per user
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Connect with undecided seniors continuing to researching you and your peers
Engage potential transfer students to fill enrollment gaps
Incorporate a strong conversion and yield strategy for all
student segments
Achieving Your Goals
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Save Time
Save Money
Recruit Smarter