New Methods of Finding Best-Fit Students and Increasing Response It seems that the search process is never over. Once you bring in one class or fill your pipeline, you're on to the next. What if there was a way to focus your search efforts on best-fit matches over simply a student's test score? Additionally, what if you could use real-time online behavior to find, engage, and re-engage students actively researching schools across the web? This presentation will focus on how institutions can build their search pipeline by looking at students as more than a test score and date and moving their strategy to fit and instant engagement.

1. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
1
Super Charging Your Search Strategy:
New Methods of Finding Best-Fit Students and Increasing Response

2. Introductions and Background
Understanding Generation Y&Z
The Evolution of “Search”
Capturing Student Interest
Immediate Digital Fulfillment
Agenda

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

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

8. They have
unlimited
information at
their fingertips.

9. Send
search
piece
Student
applies
Enroll
Interested
student
sends
back
Postcard/goes
on
coded
microsite
to
request
info
Admi<ed!
Traditional “Search” Process

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. Subscriptions and Survey Services
Test Lists in Junior Year (or earlier)
Senior Searches
The Name Buy Process
• Limited Options Focused on Test Scores … Not Intent
• Leads are Cold Before You Get Them
• Low Conversion (2-5%)
• “We’ve always done it this way.”
• Lack of Alternatives

15. 1971
Collegeboard (at the recommendation of high school guidance
counselors) began selling student names to colleges as a means
to increase access and choices.

16. Students’ names can
potentially be purchased
by hundreds of schools
Heavily weighted to
highest achievers

19. The evolution of man

20. Communication has evolved

21. The evolution of “search”

22. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
22
How Students Discover Schools

25. 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.

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

27. 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

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

30. Recommendations & Matching
High School GPA/Test Scores
Ethnicity Household Income
Interests Intended Major
School Preferences Geographic Preferences

31. Data Science Process
ExploraMon,
Analysis,
Development
Test
Environment
Compute
Scheduling
ProducMon
Environment
User
Behavior
Data
Partner
Data
Third
Party
Data

32. 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.

33. Academic
Performance
Grad
Year
Geography
Match+
fined tuned to meet
your goals
Gender
Real-Time
Behavior Across
Chegg Network
Available for traditional
undergrads, transfer, and
international prospects in
China

34. Chegg Cloud & Match+
By the numbers
Less
Than 5
Number of schools a
student requests
information from on our
network
3The average number of
schools we deliver a
student to as a Match+
Name

35. In Fact …
2/3
Students who indicate an
interest in 3 schools or
less
85%
of students’ information
are sent to 4 schools or
less

36. Names Purchased Through Traditional Search
Right Fit Students from Match+
# of Qualified
Inquiries
Applicants
Admitted
Enrolled
Traditional Search Match+ Students
$250,000 investment $162,000 investment
120,000
(incl. name, printing & postage)
3,600
3% response rate
900
25% apply rate
459
51% admit rate
193
42% enroll rate
3,600
6% response rate
900
25% apply rate
459
51% admit rate
193
42% enroll rate
60,000
(incl. name, printing & postage)

37. Traditional
Search
193 Enrollments
Chegg Student
Names via Match+
193 Enrollments
Cost per
student
$840
Cost per
student
$1300

38. 62%
expect a response
from admissions
within 24 hours
would like to receive
communications tailored
specifically to them91%
Source: Chegg Social Admissions Report 2015

39. Interest-Based Retargeting
Immediate digital fulfillment.
Personalized outreach at scale.

42. Retarget students who are actively indicating an interest.

45. Changing the Student Experience

46. Match+ For Students
• Better matched opportunities =
informed choices
• No more sifting through
hundreds of viewbooks of
poorly matched schools
• Better Fit Schools =
Better Outcomes

47. Match+ For Schools
• Going beyond
predictive modeling
• New student groups =
more enrollments in strategic
populations
• Connect with students earlier
in the process, increase yield
• Be more competitive with
the right fit students

48. Logistics & Questions
Monthly transmissions
One file or separate files
available
De-duping upon request
Immediate Digital Fulfillment

49. Questions?
Contact Me
@gilrogers
gil@chegg.com
Request Match+ Projections at
http://go.edu.chegg.com/projections
Slides and recording will be available shortly at
http://edu.chegg.com/insights