This document discusses Chegg's student recruitment services for higher education institutions. It provides an overview of Chegg's large network of high school and college students, and how schools can use Chegg to build their prospect pool, brand, and engage students. Specific services highlighted include accessing Chegg's database of student inquiries, matching students likely to be a good fit, digital advertising options, and tools to optimize lead conversion and track key metrics. The goal is to help schools recruit qualified students more efficiently through Chegg's digital marketing and data solutions.

1. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
1
How to Fill Your Class Without Blowing
Your Budget or Losing Your Mind

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

5. Transfer
Recruitment
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
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 Global
Network to build your
pipeline of prospective
students researching
graduate programs around
the globe.

6. Happy Travel Season!

7. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.All of these Great Ideas

8. Building Your Prospect Pool !
Building Your Brand!
Capturing Interest!
Engage and Convert!
Metrics that Matter!
Today’s Agenda

9. Building Your Prospect Pool
Connect with students who are researching your school
and schools like yours at the height of their interest.

11. 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
un5l
I
made
my
decision
About
75%
-­‐-­‐
I
read
most
of
it
un5l
I
made
my
decision
About
50%
-­‐-­‐
I
read
half
of
it
un5l
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

12. 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

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

14. They have
unlimited
information at
their fingertips.!

17. 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
Source: Chegg Social Admissions Report. 2015

18. 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.

19. 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.

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

21. Save Time, Save Money,
Recruit Smarter With Chegg

22. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Build Your Brand
Engage students with media on that speaks their language and
grabs their attention, when they are interested in hearing from you

23. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Digital
& Mobile
Marketing
• Targeted Media on the Chegg Network
• High Impact Page Takeovers and Rich
Media
• Targeted emails to inquiries and
matches
• Location-based Mobile Media

24. Interactive Page Takeovers
Engage students with rich media content that allows them
to explore your school directly within the ad unit.

26. Interactive Guidebook
Deliver a custom-tailored message while allowing students to
create and share a personal guidebook.

27. Interactive Guidebook
Deliver a custom-tailored message while allowing students to
create and share a personal guidebook.

28. Media
Unit
Partner Link
Targeted Media
Target students by academic interest as they browse books or
while they explore colleges and scholarships.

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

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

31. 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.

32. 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

33. 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

34. 3
4
Defining Context

35. Defining Context with Location
Results:
• 900,000
Impressions
in
less
than
90
days
during
summer
months
• Nearly
6,300
visits
to
site
• CTR
nearly
3X
industry
average

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

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

38. Local
News&Info
Men&
Sports
Entertainment
Women
Social
Sample Network

39. Undergraduate
Targeting
• High schools or
vocational schools in
target markets in 9
countires
• National college fairs
and recruitment events
• Before/during/after
on-campus tours
• Test prep centers,
national competitions,
ESL centers, etc.
Transfer
Targeting
Graduate
Targeting
• Community college
campuses
• High-traffic venues
surrounding target
campuses
• Large-scale college
fairs and recruitment
events
• 4-year campuses
• Conferences and
recruitment events
• Corporate
headquarters,
healthcare
institutions, etc.

40. 62%
expect a response
from admissions
within 24 hours
would like to receive
communications tailored
specifically to them91%
Source: Chegg Social Admissions Report 2015

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

42. 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.

43. .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.

46. Retarget students who are actively searching peer institutions.

47. Retarget students who browse specific book subjects.

51. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Chegg
Match+
• Identify and reach students who have not
yet indicated an interest in you, but based
on their profile and schools they are
interested in should be.
• Recruit students with “more than a test
score” and use real-time web behavior
and consideration sets.
• Identify first-year, transfer, and students in
China that are a best-fit match.

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

53. !
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. !

54. !
Academic!
Performance!
!
Grad!
Year
Geography!
Match+
fined tuned to meet
your admissibility
criteria
Gender!
Behavioral
Interest in
Similar
Schools

55. Engage and Convert
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.

56. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
powered by
Lead
Conversion
Strategy
• 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.

57. Communication Sequence Mapping
Develop a communication plan tailored specifically to your
institutional goals and audience segment behaviors.

58. 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.

59. sample
sequence
map

60. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
powered by
Chegg
Inquiry &
Match+
Fulfillment
• Development and execution of e-mail and
conversion campaigns directly to Chegg
inquiries and matches
• Design and copy development
• List management
• Automated HTML delivery and tracking
• Ongoing management and reporting

61. Metrics that Matter
You can’t improve what isn’t measured. But be sure you are
measuring the right things to make strategic decisions.

63. Thank you!
Save Time. Save Money. Recruit Smarter.