Transcript
Your 2017 Student Marke2ng Roadmap
A huge chicken and egg problem
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
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
2006 2016+
Match+
Match
2012 2014
The Chegg Enrollment Services Roadmap
Today’s students were born when Google began and in grade school when Facebook took off.
They have unlimited information at their fingertips.
#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?
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
Save Time, Save Money, Recruit Smarter With Chegg
Inquiries and Matches Connect with students who are researching your school
and schools like yours at the height of their interest.
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.
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.
Cloud Connect students who have raised their hand to be
contacted by your institution.
18 sites & apps and growing!
What if we could harness the behavioral data from students as
they search for schools to find the perfect matches for
your school?
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.
AcademicPerformance
GradYear
Geography
Match fined tuned to meet your admissibility criteria
Gender
AcademicPerformance
GradYear
Geography
Match+ fined tuned to meet your admissibility criteria
Gender
Behavioral Interest in
Similar Schools
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
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.
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
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
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 Schools Corporations, Military Bases
ESL Centers & Boarding Schools
Mobile media is optimized to reach students based on their location.
Create a Unique Student Profile High Schools High School & Transfer
Fairs Visitor/Welcome/Campus
Center, Events
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
A Network of 70K+ Apps
MOBILE LANDING PAGE
Recruit Students On-the-Go with Chegg • Target high school students in
specific markets • Connect with students as they visit
your campus • Reach transfer students on 2-year
campuses
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
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:
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
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
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Niche Grades Niche simplifies millions of data points into comparable grades.
Niche helps you research, compare, and choose your next neighborhood, school, or college.
Student Reviews Niche has over 20 million student reviews and opinions.
We Cover Everything Academics, admissions, costs, campus quality, and student life at 7,000 colleges.
Niche.com is the largest College Search website.
College Rankings Niche ranks colleges based on 50+ statistics and student reviews.
Niche Profile Page Takeovers Manage your brand on the top college search site on the web and
drive additional traffic to your .edu
Niche Market Insight Reports
Niche Market Insight Reports
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
- Incoming student test scores
- Peer Evaluations
- Student Grading of academics & campus life
- Student Reviews & Testimonials
- Job placement - Earnings - Degree completion
Rankings that matter
Focused on inputs Focused on Student Satisfaction
Focused on Outcomes
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
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Benefits - Communicate student satisfaction
- Showcase what makes life on your campus unique
- Leverage a brand students are already familiar with (Niche.com is the #1 College Search Site)
- Bring a fresh perspective to your prospects
Niche.com Badge Program
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Benefits - Systematically Highlight your institution’s strengths
- News releases are “one time hits” and not enough
- Visually Powerful Graphics Are Impactful & Memorable
- Start a “Sharing Program” In Your Campus Community
- Stronger Bond w/Alumni Community
- Distribute Badges Throughout College & Related Websites at the Programs and Majors Sections
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College Factual Badge Program
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Great distinctions including … • Top 15% for best value
for the money • Top 10% for teacher
education • Top 5% for philosophy
and religious studies
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Badges are Visual! People do not like to read Make a lasting impression with prospective parents and students Place it on the pages of the programs ranked where it matters Recruit students and alumni to share in social media, etc.
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