Your 2017 Student Marketing Roadmap

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

Your 2017 Student Marketing Roadmap

#RecruitSmarter

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

THANK YOU!

Questions? Gil Rogers

Director of Enrollment Marketing

[email protected]

@gilrogers

@socialadmission

Today’s Presenter

#RecruitSmarter


THANK YOU!

Questions?

•  The Enrollment Marketing Landscape•  A Look at the Student Perspective

•  Are You Prepared for the Class of 2021 and Beyond?

•  The Digital Marketing Roadmap

•  Q&A

Today’s Agenda

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4

Enrollment Marketing Landscape

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Everyone in admissions marketing is buying name lists

Source: Collegeboard.com, October 2015 http://nces.ed.gov/programs/digest/d14/tables/dt14_303.10.asp?referrer=report Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.

1992-1993 2003-2004

in millions

2014-2015 0

10

20

30

40

50

60

70

80

90

100

38M

65M

100M

14M 17M 20M

# names sold by Collegeboard

College student enrollment

More and more schools are recruiting students in the same traditional ways.

Class of 2021 is different from any generation before

Only 6% complete homework by hand* (vs ~25% of college students)

Born after Google

1 in 5 recall ever calling a landline*. But they send 40 texts/day

*Source: CheggHeads, Feb 2016 (High School n=378; College Student n= 454) Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.

Introduced to Khan Academy in 1st grade

Emerging as the “on-demand” generation

“I want it now.”

SMS or Snap Me

Binge watch

Not email

Uber everywhere

Stream anything


This is the what students are ge/ng … Traditional search alone is not the way of the future


This generation expects active, personalized dialogs with Admission Offices

53% expect to be engaged with admissions within 24 hours

would like to receive communications tailored specifically to them 93%

2006 2016+

Match+

Match

2012 2014

The Chegg Enrollment Services Roadmap

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1400+ Colleges and Universities Served (and counting)

40M+ Annual visitors*

52/48 % Female/Male

750,000+ Social media followers

*Based on comScore U.S. Annual Unique Visitors (Custom Analytics), April 2015 – March 2016. Other sources include Google Analytics, Facebook, Twitter and Instagram

Chegg Reaches

10M Unique visits/month

100K+ Mobile apps in ad network

13 sites in Chegg Cloud Network

Save Time. Save Money. Recruit Smarter.

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 custom audience targeting

Match Student Names

Digital Media across the

Chegg Network

Communication Planning

Names + Digital = Reach + Conversion

How prepared are you for winning the Class

of 2021?

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Communication plans usually look like this…

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POSTAL MAIL VIEWBOOKS

N A M E B A S E D TA C T I C S E N A B L E R E A C H

EMAIL PHONE

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D I G I TA L M E D I A E S S E N T I A L T O C O N V E R S I O N & Y I E L D

MOBILE DISPLAY SOCIAL

POSTAL MAIL VIEWBOOKS EMAIL PHONE

+

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Names or Digital Marketing

Names & Digital Marketing

Opportunity 1: Cast a Wider, Smarter Net

Location-Based Mobile Advertising

Reach Students On-the-Go, Where They Are

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.

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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 targeting zeros in on the strongest performing locations

Standard Geo-fence

Chegg’s Geo-fence

Chegg Geo-fence

2-Year Schools Corporations, Military Bases

ESL Centers & Boarding Schools

Target potential students anywhere with location-verified media on their mobile devices

High Schools High School & Transfer Fairs

Concerts, Events, Open Houses, Airports, etc.

Reach students across 100K apps around the world*

Social Entertainment Sports News &

Info Interests Local Music

* Over 35K apps in the U.S. #RecruitSmarter

CUSTOM INTERACTION

CUSTOM LANDING PAGE

.EDU SITE

Dream Big. Live Limitless. Learn more!

Reach students on their favorite apps and drive to your mobile EDU site or a custom landing page/interaction developed by Chegg

Deliver a personalized, interactive experience to students on-the-go

CLICKABLE MICROSITE

SWIPE-ABLE MICROSITE

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Names + Location-Based Mobile Advertising

• Get in front of traditionally hard-to-reach audiences by precisely identifying them at a specific location

•  Reach students via a network of 100K+ mobile apps on the xAd mobile ad network

•  Support engagement and conversion with interactive microsites and/or custom mobile experiences

Chegg’s Geo-fence

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Opportunity 2: Support Conversion and Yield

CUSTOM AUDIENCE TARGETING

What are you doing with your DATA?

PURCHASED LISTS

INQUIRIES

NON-COMPLETES

ADMITTED STUDENTS

APPLICANTS

ENROLLED STUDENTS ALUMNI

NON-RESPONDERS

First-Party: Data YOU Own CRM Data • Purchased Lists • Referral Data

Purchased Chegg Inquiries/Matches • Retargeting Data from .Edu Site

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Make the most efficient use of your data

Purchased Search Names

Prospects

Chegg Inquiry Data

Applicants

Step 1 Data files are onboarded

to a data matching platform

Admitted Students

Step 2 Data is anonymized and

matched to IDs

176749830

Step 3 Media is targeted to IDs

across devices /channels

20,000 on Instagram

39,800 on Facebook

17,000 on websites

via Ad Exchanges

Example: Of the 84,743 Names Sent We Have the Opportunity to Reach*

*We forecast 1 impression/day per user

Cross-Channel Tracking & Attribution

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47%!Laptop

37%!Smartphone

or Tablet 13%!Desktop

Students use multiple devices to research colleges

#socadm16! Which device do you primarily use to research colleges?

#socadm16!

82%!

37%! 37%!

19%!15%! 12%!

6%!

Visited college website

Scheduled campus visit

Taken virtual campus tour

Downloaded native app from

college

Asked question on social media

Texted with college rep

Live chat with college rep

Top actions completed by students on mobile

Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?

!

ONLY!

12%!SUBMITTED AN APPLICATION

THROUGH MOBILE

#socadm16!

Google Analytics evaluates performance via Cookie IDs

In-app mobile advertising can only be tracked by Device IDs NOT Cookie IDs

The biggest challenge to measuring mobile advertising

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The path to conversion is often fragmented

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Track conversions from the initial click…

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Track conversions from the initial click…

…track conversions from other devices after the first view

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•  Serve digital media to your identified prospective student populations on social media (Facebook, Twitter, Instagram, LinkedIn)

•  Expand your reach by serving ads to your identified audience on mobile and desktop ad exchanges

•  Serve a unique call-to-action based on where the identified student is in the recruitment process

Names + Custom Audience Targeting

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Opportunity 3: Accelerate Response Time


Retargeting Strategies Strategically engage and convert interested students with messaging tailored to their phase of their search.

Many institutions leverage .Edu Retargeting to drive traffic of general researchers back to your site to learn more (You can do this yourself!)

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

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Most institutions that do retargeting focus on their site visitors


Retarget students who are actively searching peer institutions.


•  Accelerate response time to within minutes of when a student

indicates an interest in you

•  Encourage students actively researching you and/or your peers on Chegg / Niche to visit your .edu, supporting conversion to inquiry

•  Serve ad creative that is aligned with where your prospects are in the process, designed to drive them to the next step

Names + Interest-Based Retargeting

1 2 3

Inquiries and Matches Connect with students who are researching your school

and schools like yours at the height of their interest.

Students raising their hand to connect with colleges (inquiries)

Schools raising their hand to connect with students (matches)

Chegg has the largest opt-in database of students actively researching schools.

Cloud

Connect students who have raised their hand to be

contacted by your institution.

13 of the top sites & apps!

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

Match Student Names/Other Name Buys/Brand Awareness Campaigns

Match+ Connections

Inquiries

Applicants

Admitted

Enrolled


Custom Audience Targeting supports conversion & yield

Interest-Based Retargeting accelerates

response

Location-Based Mobile Advertising Raises

Awareness


A new approach in enrollment marketing

$40,000

100,000 Names

Traditional New

$40,000

100,000 Names +

~2.7 MM Digital Marketing Impressions

Note: This strategy is scalable to nearly any budget, example above leverages Match Names


2017 Application Push Bundle

•  Senior search or “undecided senior” names in January

•  Time and money spent on print and e-mail outreach

What you used to get What you get today

•  Immediate access to students who are actively researching you and your peers

•  Opportunity to digitally engage students immediately to support conversion and yield


It doesn’t have to be this big (although it could be)

$40,000

100,000 Names

Traditional New

$40,000

100,000 Names +




It could be this …

$10,000

4,000 Names

Traditional New

$10,000

4,000 Names +

~667K MM Digital Marketing Impressions



Or this …

$100,000

250,000 Names

Traditional New

$100,000

250,000 Names +



Names or Digital Marketing

Names & Digital Marketing

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

Interest-Based Retargeting

Location-Based Mobile Ads

Custom Audience Targeting

•  Accelerate your response time to within minutes of when a student indicates an interest in you

•  Encourage students actively researching you and/or your peers to visit your .edu, supporting conversion to inquiry

•  Serve ad creative that is aligned with where your prospects are in the process, designed to drive them to the next step

•  Get in front of traditionally hard-to-reach audiences by precisely identifying them at a specific location

•  Reach students via a network of 100K+ mobile apps on the xAd mobile ad network

•  Support engagement and conversion with interactive microsites and/or custom mobile experiences

•  Serve digital media to your identified prospective students on social media (Facebook, Twitter, Instagram, LinkedIn)

•  Expand your reach by serving ads to your identified audience on mobile and desktop ad exchanges

•  Serve a unique call-to-action based on where the identified student is in the recruitment process

Your 2017 Student Marketing Roadmap

Education

Transcript of Your 2017 Student Marketing Roadmap