building your transfer outreach plan
TRANSCRIPT
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:
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