Bridging Your Enrollment Gaps

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1

Bridging Your 2015 Enrollment Gaps

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.

Understanding Generation X & Y

Engaging Undecided Students at the

Height of their Interest

Transfer & International Outreach

Effective Yield Strategies

Today’s Agenda

Today’s students were born when Google began and in grade school when Facebook took off.

They have unlimited information at their fingertips.

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

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

Example: Niche.com

Site Traffic Peaks in Feb-Apr

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

Pageviews

Pageviews Average # of pages visited:

Over 5

Seniors peak in fall, rebound later

0

100000

200000

300000

400000

500000

600000

HS Senior Logins

Jan-April Interest is Critical

0

100000

200000

300000

400000

500000

600000

Senior Logins

Class of 2013 Logins

Over 1.7mm HS senior

log-ins in 4 months

What does this all mean?

Students indicating interest in January-May are still undecided

If they are still looking at you they are still looking at

your peers

Recommended Strategies

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.


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!


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.

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

Behavioral Interest in

Similar Schools

Retargeting Reach students minutes after they express interest

in your school.


Retargeting •  Reach students minutes after they have expressed interest in your school.

•  Reinforce your brand across the web, focusing impressions only on students with an interest in you.

•  Create clear calls to action to engage, inform, and remind your prospective students.

introducing a new way to reach students minutes

after they begin the admissions process.

Retargeting

The Undecided Student

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 39

Transfer and International Outreach

Transfers are Secret Shoppers

50% of transfers will not identify themselves to colleges before applying

Sources: Building Your Transfer Outreach Action Plan, Chegg, 2015

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

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.

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

Standard 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

International Recruitment

A Huge Opportunity and Growing

1985

1995

2005

2025

1.1 Million 1.7 Million

3 Million 8 Million

Source: 2014 IIE Open Doors Report http://www.iie.org/Research-and-Publications/Open-Doors/Data/International-Students/Leading-Places-of-Origin/2012-14

50% OF STUDENTS ARE COMING FROM CHINA | INDIA | SOUTH KOREA

50% OF TRAVELING STUDENTS ARE HEADING TO

TEXAS | CALIFORNIA | NEW YORK

Source: 2014 IIE Open Doors Report http://www.iie.org/Research-and-Publications/Open-Doors/Data/International-Students/Leading-Places-of-Origin/2012-14

The leader in global

marketing and enrollment management

The

Chegg Global Network

The

Chegg Global Network

Digital Development Manage your presence on the top

digital platforms used by students around the globe researching study abroad, scholarships, and test prep.

Ensure visibility and capture interest in every major and emerging market with one strategic partner.

Study Abroad Test Prep

Scholarship Opportunities

Study Abroad

Test Prep

HigherEd Communities

Digital Development

Multi-Lingual Microsites Develop institution-branded content in

the native language of students you are trying to reach, ensuring they can find and understand the information that’s most important to them.

Microsites in any Language

Global Inquiries Engage with students actively

requesting information from you on top education platforms around the globe.

Take advantage of your active brand-building initiatives by engaging students at the peak of their interest.

Global Inquiries

Weekly export of student information delivered to your team

Match + Leverage Chegg’s integration with Baidu to take advantage of increased exposure on Zinch.cn.

Market your brand to students actively researching schools on the web to encourage inquiry conversion.

Students search on Baidu

Zinch.cn is the exclusive provider to Baidu’s education platform

Students researching schools but not showing interest receive e-mails from Chegg

Support your marketing and recruitment efforts with direct-to-student e-mail outreach.

Reach students in markets and for programs you are trying to attract.

Targeted E-mails

Permission based emails drive up engagement

Target by country

Filter by undergraduate or graduate prospect

Dedicated email links to your .edu or inquiry form

Drive Traffic with Targeted E-Mails

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 converJng inquiries if you support them effecJvely at this phase of the recruitment cycle.

Types of Seniors Still Searching

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*

REMINDER: If a student is still researching you, they

are also still researching your peers.

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

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

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

Time to be a counselor

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


•  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

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

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


•  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

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.


powered by

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.

Communication Sequence Mapping Develop a communication plan tailored specifically for late

stage prospects & un-committed admitted students


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

Social Media Consultation & Campaigns


powered by

Social Media Consultation & Campaigns

•  Strategies and tactics for achieving goals, a work flow for addressing feedback, and an objective-based plan for ongoing participation and awareness.

•  Custom social media campaigns to inspire current students to advocate on behalf of your school.

Connect with undecided seniors continuing to researching you and your peers

Engage potential transfer students & build an international foundation

Incorporate a strong conversion and yield strategy for all

student segments

Achieving Your Goals

Save Time

Save Money

Recruit Smarter

Education

Bridging Your Enrollment Gaps