Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1 How to Fill Your Class Without Blowing Your Budget or Losing Your Mind
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1
How to Fill Your Class Without Blowing Your Budget or Losing Your Mind
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
Transfer Recruitment
Global Recruitment
Graduate Recruitment
• Chegg serves over half of all current college students, with 1/3 of users enrolled at a community college.
• Identify potential transfer students with an interest in you and reach out directly at the point they demonstrate interest.
• Leverage digital outreach services to build your brand and influence behavior.
• Reach students in over 160 countries around the globe through a combination of armchair recruitment and direct-to-student outreach.
• Use our team to help plan your international travel opportunities in the top markets sending students to the U.S.
• Utilize applicant screening services to focus on the top prospects that meet your enrollment criteria and goals.
• Build your brand through digital marketing solutions to keep your institution at top-of-mind of today’s busy college students.
• Leverage the Chegg Global Network to build your pipeline of prospective students researching graduate programs around the globe.
Happy Travel Season!
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
All of these Great Ideas
Building Your Prospect Pool !Building Your Brand!
Capturing Interest!Engage and Convert!
Metrics that Matter!
Today’s Agenda
Building Your Prospect Pool Connect with students who are researching your school
and schools like yours at the height of their interest.
19%
23%
15%
26%
28%
26%
24%
25%
25%
26%
22%
33%
3%
3% 1%
2%
3%
1%
All Respondents
<3.6 GPA
3.6+ GPA
100% -‐-‐ I read it all un5l I made my decision
About 75% -‐-‐ I read most of it un5l I made my decision
About 50% -‐-‐ I read half of it un5l I made my decision
About 25% -‐-‐ I threw out most of it
0% -‐-‐ I threw out all of it
I didn’t receive any mail
More than half of respondents threw away half or more of the unsolicited mail they
received (consistent with 2014)
59% of students with GPAs 3.6+ read less than half of their
unsolicited mail vs.
50% of those with GPAs under 3.6
Direct Mail: Keep vs. Throw Away
Source: Trends in Student Perspectives, Q2 2015
2013
2013
18% 24%
2014
72%
2014
77%
70% 71% Direct
mail Email
2015
76%
67%
21%
2015
Recall does NOT mean influence. Recall of outreach from colleges they hadn’t heard of:
Influence communications had on decision to apply:
Source: Trends in Student Perspectives, Q2 2015
Today’s students were born when Google began and in grade school when Facebook took off.!
They have unlimited information at their fingertips.!
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
10%
16%
32%
50%
20%
32%
43%
37%
41%
41%
23%
11%
29%
11%
3%
1%
Most Useful Digital Tools for Research
75% indicate very-extremely useful
Source: Chegg Social Admissions Report. 2015
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!
Save Time, Save Money, Recruit Smarter With Chegg
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Build Your Brand Engage students with media on that speaks their language and
grabs their attention, when they are interested in hearing from you
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Digital & Mobile Marketing
• Targeted Media on the Chegg Network
• High Impact Page Takeovers and Rich Media
• Targeted emails to inquiries and matches
• Location-based Mobile Media
Interactive Page Takeovers Engage students with rich media content that allows them
to explore your school directly within the ad unit.
Interactive Guidebook Deliver a custom-tailored message while allowing students to
create and share a personal guidebook.
Interactive Guidebook Deliver a custom-tailored message while allowing students to
create and share a personal guidebook.
Media Unit
Partner Link
Targeted Media Target students by academic interest as they browse books or
while they explore colleges and scholarships.
Niche Profile Page Takeovers Manage your brand on the top college search site on the web and
drive additional traffic to your .edu
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
34
Defining Context
Defining Context with Location
Results: • 900,000 Impressions in less than 90
days during summer months • Nearly 6,300 visits to site • CTR nearly 3X industry average
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
l
New
s &
Info
M
en &
Sp
orts
Ente
rtai
nmen
t
Wom
en
So
cial
Sample Network
Undergraduate Targeting
• High schools or vocational schools in target markets in 9 countires
• National college fairs and recruitment events
• Before/during/after on-campus tours
• Test prep centers, national competitions, ESL centers, etc.
Transfer Targeting
Graduate Targeting
• Community college campuses
• High-traffic venues surrounding target campuses
• Large-scale college fairs and recruitment events
• 4-year campuses
• Conferences and recruitment events
• Corporate headquarters, healthcare institutions, etc.
62% expect a response from admissions within 24 hours
would like to receive communications tailored specifically to them 91%
Source: Chegg Social Admissions Report 2015
Retargeting Reach students minutes after they have visited your site or
expressed interest in a similar school.
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Retargeting • Reach students after they have visited your .EDU site.
• Generate awareness among students who are actively searching peer institutions on the Chegg Network.
• Reach potential graduate students after they have browsed targeted books by subject.
.edu Retargeting to drive traffic of general researchers back to your site to learn more
Chegg & Niche page visitor retargeting to engage un-identified prospects on the top college search platforms
Interest-Based Retargeting to engage inquiries & students considering peers
Textbook Retargeting for Transfer & Grad Outreach
Retargeting Strategies Strategically engage and convert interested students with messaging tailored to their phase of their search.
Retarget students who are actively searching peer institutions.
Retarget students who browse specific book subjects.
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Chegg Match+
• Identify and reach students who have not yet indicated an interest in you, but based on their profile and schools they are interested in should be.
• Recruit students with “more than a test score” and use real-time web behavior and consideration sets.
• Identify first-year, transfer, and students in China that are a best-fit match.
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 Cloud!
Data!
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. !
!Academic!
Performance!!
Grad!Year
Geography!
Match+ fined tuned to meet your admissibility criteria
Gender!
Behavioral Interest in
Similar Schools
Engage and Convert 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.
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
powered by
Lead Conversion
Strategy
• 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.
Communication Sequence Mapping Develop a communication plan tailored specifically to your
institutional goals and audience segment behaviors.
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.
sample sequence
map
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
powered by
Chegg Inquiry & Match+
Fulfillment
• Development and execution of e-mail and conversion campaigns directly to Chegg inquiries and matches
• Design and copy development
• List management
• Automated HTML delivery and tracking
• Ongoing management and reporting
Metrics that Matter You can’t improve what isn’t measured. But be sure you are
measuring the right things to make strategic decisions.
Thank you! Save Time. Save Money. Recruit Smarter.