This document discusses Chegg's services for connecting with students throughout their education journey from high school to career. Chegg reaches over 75% of U.S. college-bound high school students and 50% of college students through its digital platforms. It provides a variety of services including scholarships, college counseling, career tools, textbook rentals, and transfer/grad school matching. The document outlines Chegg's multi-channel digital marketing strategy for reaching students, including targeted display ads, social media, mobile ads, and retargeting of students who have visited similar school websites or expressed interest. It also discusses strategies for different student segments like inquiries, admitted students, transfers, and late bloomers in the admission process.

1. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
1
Bridging Your 2016 Enrollment Gaps

2. 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

3. 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

4. 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

5. Understanding Generation Y
Engaging Undecided Students at the
Height of their Interest
High Impact Transfer Outreach to Fill Gaps
Effective Yield Strategies
Today’s Agenda

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

7. They have
unlimited
information at
their fingertips.

10. #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?

11. 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

12. Example: Niche.com

13. Class of 2016 will login 4 million times during SR year
Class of 2015 on Niche:
• 3 million logins during SR year
• Avg session: 10 pages, 12 minutes
• Peaks in
• October for applying
• January for financial aid
• March for decision
Class of 2016 on Niche:
• 800,000 logins during JR year
• 4 million logins projected for SR year
• Same peaks and sessions as 2015

14. Niche Colleges will see 40 million visits this school year
HS Seniors
Peak in Oct, Jan, and March
College /Transfer/Grad
Peak at start/end of semesters
HS Juniors
Grow as school year progresses
HS Parents
Peak in Oct, Jan, and March
Adult learners
Peak in Jan and Aug
HS Freshman/Sophomores
Grow as school year progresses
Trends for 2015-16
• Niche Traffic up 50% over 2014-15
• Larger Niche platform is driving growth in:
• HS Juniors and younger
• HS Parents
• Adult learners
User Types on Niche Colleges

15. What does this all mean?

16. Students indicating interest in
January-May are still undecided
If they are still looking at you
they are still looking at
your peers

17. Recommended Strategies

18. Inquiries and Matches
Connect with students who are researching your school
and schools like yours at the height of their interest.

19. 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.

20. 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.

21. Cloud
Connect students
who have raised
their hand to be
contacted by your
institution.
18 sites & apps and growing!

22. What if we could
harness the behavioral
data from students as
they search for
schools to find the
perfect matches for
your school?

23. 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.

24. Academic
Performance
Grad
Year
Geography
Match
fined tuned to meet
your admissibility
criteria
Gender

25. Academic
Performance
Grad
Year
Geography
Match+
fined tuned to meet
your admissibility
criteria
Gender
Behavioral
Interest in
Similar
Schools

26. 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

27. Retargeting
Reach students minutes after they have visited your site or
expressed interest in a similar school.

28. 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

29. Retarget students who visit your .EDU site.

33. Retarget students who are actively searching peer institutions.

34. Retarget students who browse specific book subjects.

37. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
37
Transfer Outreach

38. We focused on intent
100%Respondents who are likely to
transfer in the next 2 years

39. And yet …
77%Students who are unsure
where they want to transfer to

40. 1 in 3 students knew they would
transfer before enrolling…
The college search landscape is
… complicated
3 in 4 applying to +/- 2 schools

41. 44% of respondents
are actively seeking out or
plan on seeking out
information on different
school options…
…23% PLAN on
seeking out info

42. Transfers are Secret Shoppers
50% of transfers
will not identify themselves to colleges before applying
Sources: Building Your Transfer Outreach Action Plan,
Chegg, 2016

43. Know they plan to transfer
So we are dealing with an audience that…
Do not know where they
want to transfer to
Plan to keep their list short
Are actively researching
with plans to do more
Are actively or passively
staying off of your radar

44. 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

45. 89% of time spent on mobile apps
30.4 hours per month
11% of time spent on mobile web
3.75 hours per month
app
mobile app vs. mobile web media use
Nielsen
Cross
Pla-orm
Report
March
2014

46. Location-Based
Mobile Advertising
Introducing a New Way to
Recruit Students On-the-Go

47. • Reach students at the right time and the right place through
hyper-local media on their mobile devices
• Capture attention and drive awareness among students at
specific locations when they are most receptive to your message
• Media is optimized to appear in locations that show the
strongest performance
Students are always in motion. Your targeting
should be too…

48. 2-Year Schools
Corporations,
Military Bases
ESL Centers &
Boarding Schools
Target potential
students anywhere
with location-verified
media on their
mobile devices
High SchoolsHigh School &
Transfer Fairs
Concerts, Events, Open
Houses, Airports, etc.

49. Dynamic targeting zeros in on the strongest performing locations
Standard Geo-fence
Chegg’s Geo-fence
Chegg Geo-fence

50. 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

51. Drive measurable engagement with a customizable landing page and dynamic
content aligned with the student’s location
Call an admissions director
Learn about transferring
Visit the campus
Watch a video
Talk to Admissions

52. Deliver a personalized, interactive experience to students on-the-go
CLICKABLE
MICROSITE
SWIPE-ABLE
MICROSITE

53. Reach students across 70K apps around the world*
Social Entertainment Sports
News &
Info
Interests Local Music
* Over 35K apps in the U.S.

54. Identify and Reach Students in 8 Countries*
On Thousands of Mobile Applications
*In addition to the United States
UK
IndiaGermanyFranceCanada
ChinaSpainItaly

55. Why Chegg Location Based Mobile Advertising?
• We are the only geofencing technology in use today
that verifies location
• No risk of reaching people in the wrong location
• 99% of our reach is in the app on a smart device
where the value exchange is much higher
• 86% of all smart phone use is non-voice

56. 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

57. 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
conver@ng
inquiries
if
you
support
them
effec@vely
at
this
phase
of
the
recruitment
cycle.
Types of Seniors Still Searching

58. 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*

59. REMINDER:
If a student is still researching you, they
are also still researching your peers.

60. 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

61. Instant e-mail and phone call, acknowledging
that student’s continued interest1
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

62. 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

63. Time to be a
counselor

64. 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 semester3
Supplemental Communication Plan

65. • 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

66. 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

67. Instant e-mail and phone call, acknowledging that
student’s interest1
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
Supplemental Communication Plan

68. • 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

69. 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.

70. Niche Profile Page Takeovers
Manage your brand on the top college search site on the web
and drive additional traffic to your .edu

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

72. Communication Sequence Mapping
Develop a communication plan tailored specifically for late
stage prospects & un-committed admitted students

73. 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.

74. sample
sequence
map

75. Retargeting Inquiries
& Matches Targeted
Mobile MediaTargeted Display
& Social Media
Chegg Cloud
Inquiries
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

76. 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:

77. Purchased
Search 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

78. 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

79. Connect with undecided seniors continuing to
researching you and your peers
Engage potential transfer students
to fill enrollment gaps
Incorporate a strong conversion and yield strategy for all
student segments
Achieving Your Goals

80. Save
Time
Save
Money
Recruit
Smarter