This document discusses Chegg's digital marketing services for higher education institutions. It outlines Chegg's large reach among college-bound high schoolers and college students and provides statistics on engagement. The presentation then covers topics like understanding Generations Y and Z, how students discover schools, best digital research tools, and the importance of Niche.com. It proposes strategies like retargeting, location-based mobile ads, and utilizing student data from Niche to improve rankings and inform recruitment. The goal is to help schools connect with prospects throughout their educational journey and build their brands online.

1. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
1
Carving Your Niche: New Methods of
Digital Marketing for Higher Education
+

2. Introductions
Gil Rogers
Chegg
Mark Tressler
Niche
Mike Raimondo
Niche

3. 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

4. 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

6. Transfer &
Adult Learners
Global
Recruitment
Graduate
Recruitment
• Chegg serves over half of all
current college students,
with 1/3 of users enrolled at
a community college.
• Identify potential transfer
and continuing studies
students with an interest in
you and reach out directly at
the point they demonstrate
interest.
• Leverage digital outreach
services to build your brand
and influence behavior.
• Reach students in over 160
countries around the globe
through a combination of
armchair recruitment and
direct-to-student outreach.
• Use our team to help plan
your international travel
opportunities in the top
markets sending students to
the U.S.
• Utilize applicant screening
services to focus on the top
prospects that meet your
enrollment criteria and goals.
• Build your brand through
digital marketing solutions
to keep your institution at
top-of-mind of today’s busy
college students.
• Leverage the Chegg Cloud
and Global Network to build
your pipeline of prospective
students researching
graduate programs around
the globe.
• Use location-based ads to
reach prospects on their
mobile devices

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

8. Understanding Generation Y&Z
How Students Discover Schools
New Methods of Brand Building
Effective Engagement & Yield Strategies
Agenda

9. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.Understanding Generation Y&Z

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

11. They have
unlimited
information at
their fingertips.

13. 19%
23%
15%
26%
28%
26%
24%
25%
25%
26%
22%
33%
3%
3%
1%
2%
3%
1%
All Respondents
<3.6 GPA
3.6+ GPA
100% -- I read it all until I made my decision
About 75% -- I read most of it until I made my decision
About 50% -- I read half of it until I made my decision
About 25% -- I threw out most of it
0% -- I threw out all of it
I didn’t receive any mail
More than half of respondents threw away
half or more of the unsolicited mail they
received (consistent with 2014)
59% of students with GPAs 3.6+
read less than half of their
unsolicited mail
vs.
50% of those with
GPAs under 3.6
Direct Mail: Keep vs. Throw Away
Source: Trends in Student Perspectives, Q2 2015

14. 2013
2013
18%
24%
2014
72%
2014
77%
70% 71%
Direct
mail
Email
2015
76%
67%
21%
2015
Recall does NOT mean influence.
Recall of outreach from colleges they hadn’t heard of:
Influence communications had on decision to apply:
Source: Trends in Student Perspectives, Q2 2015

15. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
15
How Students Discover Schools

18. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
10%
16%
32%
50%
20%
32%
43%
37%
41%
41%
23%
11%
29%
11%
3%
1%
Most Useful Digital Tools for Research
75% indicate
very-extremely useful
Less than 1/3 indicate
very-extremely useful

19. 51%
Laptop
28%
Hand Held
Device
21%
Desktop
You are trying to reach a multi-
screen generation.
Is your website optimized for
mobile and utilize responsive
design?
Source: Chegg Social Admissions Report. 2015

20. Spotlight: Niche, The #1 College Search Site

21. 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

22. 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

23. Niche Market Insight Reports

24. Niche Market Insight Reports

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

26. Market Insights Consultations
• Leverage data to inform recruitment decisions
• Improve your rankings and student
perceptions
• Prioritize outreach and benchmark against
your peers

27. How Schools Are Taking Advantage of Niche
Work with Chegg!
• Chegg and Niche have a deep partnership. Access students on Niche through:
• Qualified student inquiries
• Match+
• Premium Profiles on Niche.com
Promote your Niche grades, rankings, and reviews
• Students trust Niche and they trust other students
• Good Niche reviews, A grades, and Best Colleges badges are powerful assets to
weave into communications on your website, email, mailers, and social media
Mobilize your students – they’re your biggest champions!
• Student reviews on Niche trend positive (avg score 3.6 out of 5)
• Encourage your students to take our survey: https://colleges.niche.com/survey/
Contact your Chegg rep to
learn more!

28. Reach, Remind & Re-Engage
contact students minutes after they
express interest in learning more

29. 62%
expect a response
from admissions
within 24 hours
would like to receive
communications tailored
specifically to them91%
Source: Chegg Social Admissions Report 2015

30. 91%
Say retargeting
performs the same as
or better than e-mail
Share of online ad
budget committed to
retargeting71%
Source: Dec. 2014 AdRoll Survey of 1,000+ marketers

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

32. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Retargeting • Reach students after they have visited
your .EDU site.
• Generate awareness among students
who are actively searching peer
institutions on the Chegg Network.
• Reach potential graduate students
after they have browsed targeted
books by subject.

33. .edu Retargeting to drive traffic of general researchers back to your site to learn more
Chegg & Niche page visitor retargeting to engage un-identified
prospects on the top college search platforms
Interest-Based Retargeting to engage inquiries
& students considering peers
Textbook Retargeting for
Transfer & Grad Outreach
Retargeting Strategies
Strategically engage and convert interested
students with messaging tailored to their phase
of their search.

34. Retarget students who visit your .EDU site.

38. Retarget students who are actively researching you and peers.

39. Retarget students who browse specific book subjects.

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

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 Platform Report March 2014

46. 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.

47. 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

48. 2-YEAR SCHOOL
CAMPUS CENTER
COLLEGE LIBRARY
Mobile media is
optimized to reach
students based on
their location history.
Create a Unique Student Profile

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

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

51. Local
News&
Info
Men&
Sports
EntertainmentWomenSocial
Sample Network

52. 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

53. Contact your Chegg representative to
“take over” your Niche.com page
Our team will be in touch with
your custom preview report
Next Steps

54. Save
Time
Save
Money
Recruit
Smarter
Questions?