The document outlines findings from a survey of community college students considering transferring to four-year institutions, highlighting that financial considerations are the primary reason for transferring, with 94% seeking to complete a 4-year degree. Many students expressed concerns regarding the transfer of credits and the complexities of the transfer process. Effective outreach strategies for recruiting transfer students should leverage digital engagement and targeted mobile advertising to connect with students actively seeking information on their options.

1. Building Your Transfer
Outreach Plan

2. 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

3. Nearly half of all students
in the US use Chegg
(textbooks, study, etc.)
⅓ of those students
are enrolled at a
community college.

4. Methodology
27%Been enrolled
for 1 year
Email Survey of nearly 500 community college students who are considering transferring
74%are enrolled full time
64%Have been studying
2 yrs or less
94%will consider transferring
to public college
36%will consider transferring
to private college
3 in 4would transferring to a
school in same state /
different city
1 in 4would consider
transferring to
another state

5. We asked:
Why Transfer?
Challenges?
Resources?

6. 94%
63%
17%
14%
10%
9%
7%
7%
6%
6%
3%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
In order to pursue a 4-year degree
I always planned on transferring to another school
My school does not offer the major I want to study
I am not satisfied with my current school socially
I am not satisfied with my current school academically
I am not satisfied with my current school's location
I recently moved/plan on moving to a new city
I just want a change – no particular reason
I am not sure what I want to study and want to explore my options
I am not satisfied with the living/housing situation
I am looking for a less expensive college
Other financial considerations
Pursuing a 4-year degree is the biggest
reason for transferring
Which of the following are the
reasons you are considering
transferring?

7. 10%
13%
13%
22%
24%
26%
52%
54%
75%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Earn a certificate
Fulfill requirements to apply to a graduate program
Learn a new skill/trade
Establish a good GPA (my high school GPA was not strong enough)
Establish a good GPA (my college GPA was not strong enough)
Fulfill my general interest in learning/continuing education
Complete a BA/BS degree
Receive my AA/AS degree
Fulfill requirements to transfer to a 4-year college/university
Transferring and receiving AA are current goals
What are the current goals that you are working toward in school? (check all that apply)

8. Transferring and receiving AA are current goals
What are the current goals that you are working toward in school? (check all that apply)
75%
54%
52%
26%
24%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Fulfill requirements to transfer to a 4-year college/university
Receive my AA/AS degree
Complete a BA/BS degree
Fulfill my general interest in learning/continuing education
Establish a good GPA (my college GPA was not strong)

9. Students are confident about being successful,
but concerned that credits won’t transfer
3%
4%
18%
23%
4%
3%
19%
24%
26%
35%
29%
39%
67%
59%
33%
15%
0% 20% 40% 60% 80% 100%
I am confident that investing in a four year degree will pay off
in the long-term
I feel confident that I will be successful at a four year school
I felt prepared to attend a four year school after high school
but chose to attend a two year school in order to save money
I am concerned that my credits won't transfer
Completely disagree Somewhat disagree Somewhat agree Completely agree

10. 74%
38% 38%
33%
27%
10%
7%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cost I wasn't ready for
a four year
school
Was unsure of
my major
Wanted to be
close to home
Fit in with my
work schedule
I was not
accepted to my
first choice four
year school
Program of study AA/AS was end
goal
Cost is largest reason for transfer
Many
indicated
family or a
significant
other
Why did you choose to attend the school you are
currently attending? (select all that apply)

11. Cost and Class Difficulty are Biggest Concerns
86%
55%
39%
28% 26%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cost Difficulty of
classes
Adjusting socially Student/teacher
ratio
Class size None of these Other
What are some of your concerns about transferring to a four-year school?

12. 49%
45%
41%
25%
15% 15%
5%
3%
0%
10%
20%
30%
40%
50%
60%
Financial aid/
FASFA
I am working and
contributing my
own income
My parents/other
family members
are contributing
Grant (e.g. Pell
grant)
Student loans Scholarship Military benefits Work/study
program
Half of students are relying on financial aid
How are you currently paying for college?

13. Area of study
92%
Top 5 factors influencing a student’s
reason to transfer
Availability of
Scholarships
49%
Cost of
Tuition
67%
Transferrable
Credits
53%
Availability of
Financial Aid
53%

14. Online degrees
Biggest benefits are flexibility with schedule (55%) or
offering a specific program that I am interested in (26%)
transfer students would consider
finishing a bachelor’s degree online
1 in 3

15. The Process is Difficult …
50% of Transfers
consider the transfer process to be
challenging
(6-10 on 10 pt scale)

16. What students find the most challenging part:
“Deciding which
classes to prepare
me for a 4-year
schools.”
“The fact that deadlines
are not put out most of
the time.”
“Submitting my
transcripts and
applying for
scholarships.”
© 2015 Chegg All Rights Reserved

17. Academic Preparedness
Impacts Choices
Key Takeaways of the “Why”
Financial Considerations
are Primary Factors
Completing Credits is a Top
Priority

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

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

20. 1 in 3 students knew they would
transfer before enrolling…
The college search landscape is
… complicated
3 in 4 applying to +/- 2 schools

21. 44% of respondents
are actively seeking out or
plan on seeking out
information on different
school options…
…23% PLAN on
seeking out info

22. Over HALF of students do not plan on
reaching out to admissions before starting
the application process

23. 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

24. Traditional Recruitment Methods
Ad agencyFairs Community
College visits
WebsiteTraditional
list buys

25. Solution 1: Scholarships focused on transfer
students (not just PTK)
Solution 2: Early advisement &
Articulation Agreements
Solution 3: Reverse Transfer to make
early transfer more attractive

26. Resources being used
80% of students use search engines like
Google to start their search
Student use of college search/review
sites outranks use of college fairs by
nearly 20 percentage points (note: 56% vs. 38%)
Less than half of students get
information about possible schools
to apply through brochures

27. Most important resources
35%
19%
13%
11%
9% 8%
3%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Online search
engines & College
Research Sites
School specific
websites
Visiting the
campus
Advisor at my
current school
Friends/Family College fairs Brochures/mail
from colleges
Social Media
Which of the following resource was the most valuable to
you as you consider your options for transferring?
Notice the difference in online vs. traditional methods.

28. Current practices for recruiting transfer
students are not working
Efforts should be placed on channels used by students, and
recruiting students with an active, demonstrated interest

29. Nearly 2/3 of potential transfer students use
a site in the Chegg Cloud to do their research

30. Solution 1: Inquiry Generation Across the
Chegg Cloud Network
Solution 2: Location-Based
Mobile Engagement
Solution 3: Digital Engagement
of Identified Prospects

31. 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

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

33. Academic
Performance
Intent to
Transfer
Geography
Transfer Match+
fined tuned to meet
your admissibility
criteria
Gender
Behavioral
Interest in
Similar
Schools

34. Location-Based
Mobile Advertising
Introducing a New Way to
Reach Students On-the-Go

35. 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.

36. 91% of consumers have their phones
within arms reach 24 hours a day
Sources: Study by app Locket, 2014. Under the Cover with
College Students. Chegg, 2015.
93% of students
own a smartphone
The average user checks
their phone 150 TIMES / DAY

37. 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

38. 2-YEAR SCHOOL
CAMPUS CENTER
COLLEGE LIBRARY
Mobile media is
optimized to reach
students based on
their location history.
Create a Unique Student Profile

39. Mobile banners and interstitials drive to the brand’s mobile site or
a custom branded landing page.

40. Custom landing page features dynamic
content aligned with the student’s location.
Driving
Directions
Dynamic
Maps
More Info
Click to
CallVideo

41. LocalNews&InfoMen&
Sports
EntertainmentWomenSocial
Sample Network

42. 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

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

44. 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

45. Retarget students who visit your .EDU site.

49. Retarget students who are actively searching peer institutions.

50. Retarget students who browse specific book subjects.

53. 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

54. 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:

55. Questions and
Collaboration
Gil Rogers
gil@chegg.com
@gilrogers

56. 91
67
53 53
49
43 41
37 34 34
28 28
22 19 16 13 12 12
8
0
10
20
30
40
50
60
70
80
90
100
Majors/cost are key factors for transfer students
What factors are influencing which schools you will apply to for a transfer?
chool
91
67
erred
53
53
49
general location/city
43

57. 67%
47%
20% 20%
14% 12%
8% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Collegeboard and Chegg used by
half of transfer students
Which college review sites have you used (or do you plan to use)?

58. Another view point
3% 4%
18%
23%
Confident that
investing in a four
year degree will
pay off in the
long-term
Confident that I
will be successful
at a four year
school
Prepared to
attend a four year
but chose to
attend a two year
to save money
I am concerned
that my credits
won't transfer
Completely Disagree
67%
59%
33%
15%
Confident that
investing in a four
year degree will pay
off in the long-term
Confident that I will
be successful at a
four year school
Prepared to attend a
four year schooll but
chose to attend a
two year school to
save money
I am concerned that
my credits won't
transfer
Completely Agree