The way we reach students around the globe is changing. As global enrollment management and marketing professionals the pressure is increasingly high at ensuring we are finding and attracting students that will be a good fit and succeed at our institutions. Recent research by Chegg's global enrollment management group indicates a shift in how students find college information via social media, online search, and their mobile devices. This webinar will focus on that research and ways institutions can address these shifts quickly in a cost-effective manner.

1. Retargeting Your Best Match:
New Methods for Engaging Chinese Prospects

2. The leader
in global
marketing
and enrollment
management

3. The
Chegg
Global Network

4. The
Chegg
Global Network

6. A Huge Opportunity
and Growing
1985
1995
2005
2025
1.1 Million
1.7 Million
3 Million
8 Million
Source: 2014 IIE Open Doors Report
http://www.iie.org/Research-and-Publications/Open-Doors/Data/International-Students/Leading-Places-of-Origin/2012-14

7. 50% OF STUDENTS ARE COMING FROM
CHINA | INDIA | SOUTH KOREA
50% OF TRAVELING STUDENTS
ARE HEADING TO
TEXAS | CALIFORNIA | NEW YORK
Source: 2014 IIE Open Doors Report
http://www.iie.org/Research-and-Publications/Open-Doors/Data/International-Students/Leading-Places-of-Origin/2012-14

8. China’s population:
1.3 Billion
Source: Imagination Creative Agency, April, 2014, Chinese Social Media Brief: Overview, SNS Analysis and Key Trends.

9. Decision Making – Look at the Facts
Business, Engineering, and Undecided
65% of students are Self-Funded
In 2014 4.5MM Students studied abroad globally,
an 114% increase since 2001
International students only account for an average
of 11% of the total higher ed. population worldwide
42% Undergraduate | 37% Graduate
Source: http://iie.org/research-and-publications/project-atlas

10. China is Mobile
71%
of SNS users access Weibo
platforms via mobile!
565 million mobile internet users!
95% of China checks smartphone
before bed!
41% of China’s population!
Source: Weibo Video

11. What does this mean for you?

12. • Reach students across the globe 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…

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

14. 1
4
Defining Context
现在申请！

15. 1
5
Defining Context with Location
现在申请！

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

17. Device Interaction within
Proximity Target
Time:
12:37pm, Tuesday
Location:
Beijing Ministry of Education
College Fair
1.
Proximity
target
12:37pm
2.
Retarget
2:00pm
3.
Repeat
Next
Day
Leverage
location as
the trust
indicator of
student
intent

18. Drive measurable engagement with a customized and actionable
landing page aligned with the student’s location
Call
an
admissions
director
Learn
about
applying
Take
a
Virtual
Tour
Watch
a
video
Talk
to
Admissions

19. Nearly
70%
of students in China
that use search
engines for their
college search
Source: Chegg Social Admissions Report – China Edition. 2015

20. 75%
Laptop
71%
Smart Phone
32%
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 – China Edition. 2015

21. Digital Retargeting on Baidu + Zinch.cn

22. • Engage Chinese students active in their college search with contextual ads
based on their recent research activity and interest
• Showcase your institutional brand on websites commonly visited by
students throughout their normal web browsing, ensuring your brand is at
constant “top of mind”
• Chegg powers Baidu’s education platform (jiaoyu) with content found on it’s
Chinese site, Zinch.cn. Visitors to your profile on either site are served
retargeting impressions

23. • Baidu has more than 20 channels
that include search, music, news,
Q&A, maps, and more
• Reach students who have actively
searched for your school with ad
units that display within minutes of
the initial search
• Extend beyond Baidu with video
promotions across the web – pop up
videos embedded into other sites
Expand Your Reach with Focused Impressions

28. Global Inquiries
Weekly export of student information
delivered to your team

29. Communication Funnel
Introduction
Why study in this country?
Environment
University
Invitation

30. Intended
Major"
Grad"
Year
Province"
China Match+
fine tuned to meet
your admissibility
criteria
Gender"
Behavioral
Interest in
Similar
Schools

32. Ensure immediate, high-quality follow-up
communication with interested
prospective students.
Acknowledge interest within 24 hours,
and ensure a steady flow of
communication each month thereafter.
Communication +

33. Communication+
Immediate engagement of
prospective students, aimed
at driving traffic to
institutional website.
High-quality follow-up communications

34. Recruitment
Applications
EvaluationYield
Retention
Enrollment Management Lifecycle

35. Save
Time
Save
Money
Recruit
Smarter
Questions?