Download - 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

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.


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


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


- 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


54

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


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

55

College Factual Badge Program


Great distinctions including … •  Top 15% for best value

for the money •  Top 10% for teacher

education •  Top 5% for philosophy

and religious studies


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.