Your 2017 Student Marketing Roadmap

Click here to load reader

  • date post

    08-Jan-2017
  • Category

    Education

  • view

    182
  • download

    3

Embed Size (px)

Transcript of Your 2017 Student Marketing Roadmap

  • 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

  • Todays 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 students 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

    Cheggs 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 brands mobile site or a custom branded landing page.

  • Custom landing page features dynamic content aligned with the students 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

    Schools

    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