Your 2017 Student Marketing Roadmap

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
1
Your 2017 Student Marketing Roadmap
#RecruitSmarter

THANK YOU!
Questions?
Gil Rogers
Director of Enrollment Marketing
gil@chegg.com
@gilrogers
@socialadmission
Today’s Presenter
#RecruitSmarter

THANK YOU!
Questions?
•  The Enrollment Marketing Landscape
•  A Look at the Student Perspective
•  Are You Prepared for the Class of 2021 and Beyond?
•  The Digital Marketing Roadmap
•  Q&A
Today’s Agenda
#RecruitSmarter

6
Enrollment Marketing Landscape
#RecruitSmarter

Everyone in admissions marketing is buying name lists
Source: Collegeboard.com, October 2015
http://nces.ed.gov/programs/digest/d14/tables/dt14_303.10.asp?referrer=report
1992-1993 2003-2004
in millions
2014-2015
0
10
20
30
40
50
60
70
80
90
100
38M
65M
100
M
14M 17M
20M
# names sold by
Collegeboard
College student
enrollment
More and more schools are recruiting students in
the same traditional ways.

Class of 2021 is diﬀerent from any generation before
Only 6% complete
homework by hand*
(vs ~25% of college students)
Born after
Google
1 in 5 recall ever
calling a landline*.
But they send
40 texts/day
*Source: CheggHeads, Feb 2016 (High School n=378; College Student n= 454)
Introduced to Khan
Academy in 1st grade

Emerging as the “on-demand” generation
“I want it now.”
SMS or
Snap Me
Binge
watch
Not email
Uber
everywhere
Stream
anything

This is the what students are
getting …
Traditional search alone is not the way of the future

This generation expects active, personalized dialogs with
Admission Oﬃces
53%
expect to be
engaged with
admissions within 24
hours
would like to receive
communications tailored
specifically to them93%

2006 2016+
Match+
Match
2012 2014
The Chegg Enrollment Services Roadmap
#RecruitSmarter

1400+ Colleges and Universities (and counting)
40M+
Annual visitors*
52/48
% Female/Male
750,000+
Social media followers
*Based on comScore U.S. Annual Unique Visitors (Custom Analytics), April 2015 – March 2016. Other
sources include Google Analytics, Facebook, Twitter and Instagram
Chegg
Has
Served
10M
Unique visits/month
100K+
Mobile apps in ad
network
13 sites in
Chegg Cloud Network
Save Time. Save Money. Recruit Smarter.

Retargeting Inquiries
& Matches Targeted
Mobile MediaTargeted Display
& Social Media
Chegg Cloud
Inquiries
Enhanced and focused reach with custom audience targeting
Match Student
Names
Digital Media
across the
Chegg
Network
Names + Digital = Reach + Conversion

How prepared are you
for winning the Class of
2021?
#RecruitSmarter

Communication plans usually look like this…
#RecruitSmarter

POSTAL MAIL VIEWBOOKS
N A M E B A S E D T A C T I C S E N A B L E R E A C H
EMAIL PHONE
#RecruitSmarter

D I G I T A L M E D I A E S S E N T I A L T O C O N V E R S I O N
& Y I E L D
MOBILEDISPLAY SOCIAL
POSTAL MAIL VIEWBOOKSEMAIL PHONE
+
#RecruitSmarter

Names & Digital Marketing
Turn-key digital student marketing solution
with best of breed technology partners

Mobile
Ad
Network
Multi-
Platform
Data
Targeting
Cross-
Platform
Tracking
Remarketing
Display
Inquiry
Generation
on 13 sites
and apps
Sponsored
Social Media
Content

Opportunity 1: Cast a Wider, Smarter Net

Location-Based
Mobile Advertising
Reach Students On-the-Go,
Where They Are

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.
#RecruitSmarter

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

Dynamic targeting zeros in on the strongest performing locations
Standard Geo-fence
Chegg’s Geo-fence
Chegg Geo-fence

2-Year Schools
Corporations,
Military Bases
ESL Centers &
Boarding Schools
Target potential
students anywhere
with location-
verified media on
their mobile devices
High SchoolsHigh School &
Transfer Fairs
Concerts, Events, Open
Houses, Airports, etc.

Reach students across 100K apps around the world*
Social Entertainment Sports
News &
Info
Interests Local Music
* Over 35K apps in the U.S.#RecruitSmarter

CUSTOM INTERACTION
CUSTOM LANDING PAGE
.EDU SITE
Dream Big. Live Limitless. Learn more!
Reach students on their favorite apps and drive to your mobile EDU site or a
custom landing page/interaction developed by Chegg

Deliver a personalized, interactive experience to students on-the-go
CLICKABLE
MICROSITE
SWIPE-ABLE
MICROSITE
#RecruitSmarter

Names + Location-Based Mobile Advertising
•  Get in front of traditionally hard-to-reach
audiences by precisely identifying them
at a specific location
•  Reach students via a network of 100K+
mobile apps on the xAd mobile ad
network
•  Support engagement and conversion
with interactive microsites and/or
custom mobile experiences
Chegg’s Geo-fence
#RecruitSmarter

Opportunity 2: Support Conversion and Yield

What are you doing with your DATA?
PURCHASED LISTS
INQUIRIES
NON-COMPLETES
ADMITTED STUDENTS
APPLICANTS
ENROLLED STUDENTS
ALUMNI
NON-RESPONDERS

First-Party: Data YOU Own
CRM Data • Purchased Lists • Referral Data
Purchased Chegg Inquiries/Matches • Retargeting Data from .Edu Site
#RecruitSmarter

36.7%
36.2%
39.6%
41.4%
23.7%
22.5%
0% 20% 40% 60% 80% 100%
Retargeted Ads
Sponsored Ads
Positive No Eﬀect Negative
Perspective of Retargeting Ads & Sponsored Content
#TeensTALK

Make the most eﬃcient use of your data
Purchased Search
Names
Prospects
Chegg Inquiry Data
Applicants
Step 1
Data files are onboarded to
a data matching platform
Admitted Students
Step 2
Data is anonymized and
matched to IDs
176749830
Step 3
Media is targeted to IDs across
devices /channels

20,000 on
Instagram
39,800 on
Facebook
17,000 on
websites via
Ad
Exchanges
Example: Of the 84,743 Names Sent We Have the
Opportunity to Reach*
*We forecast 1 impression/day per user

Cross-Channel Tracking & Attribution
#RecruitSmarter

47%
Laptop
37%
Smartphone
or Tablet 13%
Desktop
Students use multiple devices to research colleges
#socadm16 Which device do you primarily use to research colleges?

#socadm16
82%!
37%! 37%!
19%!
15%!
12%!
6%!
Visited college
website
Scheduled
campus visit
Taken virtual
campus tour
Downloaded
native app from
college
Asked question
on social media
Texted with
college rep
Live chat with
college rep
Top actions completed by students on mobile
Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll?

ONLY
12%SUBMITTED AN
APPLICATION
THROUGH MOBILE
#socadm16

Google Analytics evaluates performance
via Cookie IDs
In-app mobile advertising can only be
tracked by Device IDs NOT Cookie IDs
The biggest challenge to measuring mobile advertising
#RecruitSmarter

The path to conversion is often fragmented
#RecruitSmarter

Track conversions from the initial click…
#RecruitSmarter

Track conversions from the initial click…
…track conversions from other
devices after the first view
#RecruitSmarter

•  Serve digital media to your identified
prospective student populations on social
media (Facebook, Twitter, Instagram,
LinkedIn)
•  Expand your reach by serving ads to your
identified audience on mobile and desktop
ad exchanges
•  Serve a unique call-to-action based on
where the identified student is in the
recruitment process
Names + Custom Audience Targeting
#RecruitSmarter

Opportunity 3: Accelerate Response Time

Retargeting Strategies
Strategically engage and convert interested students
with messaging tailored to their phase of their search.
Many institutions leverage .Edu Retargeting to drive
traﬃc of general researchers back to your site to learn
more (You can do this yourself!)
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
#RecruitSmarter

Most institutions that do retargeting focus on their site visitors

Retarget students who are actively searching peer institutions.

•  Accelerate response time to within minutes of when a student
indicates an interest in you
•  Encourage students actively researching you and/or your peers on
Chegg / Niche to visit your .edu, supporting conversion to inquiry
•  Serve ad creative that is aligned with where your prospects are in the
process, designed to drive them to the next step
Names + Interest-Based Retargeting
1 2 3

Inquiries and Matches
Connect with students who are researching your school and
schools like yours at the height of their interest.

Students raising their hand to connect
with colleges (inquiries)
Schools raising their hand to connect with
students (matches)
Chegg has the largest opt-in database of students
actively researching schools.

Cloud
Connect students
who have raised
their hand to be
contacted by your
institution.
13 of the top sites & apps!

Academic
Performance
Grad
Year
Geography
Match
fined tuned to meet
your admissibility
criteria
Gender

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

Match Student Names/Other Name Buys/Brand
Awareness Campaigns
Match+ Connections
Chegg Cloud Inquiries
Applicants
Admitted
Enrolled
Custom Audience
Targeting supports
conversion & yield
Interest-Based
Retargeting accelerates
response
Location-Based Mobile
Advertising Raises
Awareness

A new approach in enrollment marketing
$40,000
100,000 Names
Traditional New
$40,000
100,000 Names
+
~2.7 MM Digital Marketing
Impressions
Note: This strategy is scalable to nearly any budget, example above leverages Match Names

2017 Application Push Bundle
•  Senior search or “undecided
senior” names in January
•  Time and money spent on
print and e-mail outreach
What you used to get What you get today
•  Immediate access to students
who are actively researching
you and your peers
•  Opportunity to digitally
engage students
immediately to support
conversion and yield

It doesn’t have to be this big (although it could be)
$40,000
100,000 Names
Traditional New
$40,000
100,000 Names
+
Impressions

It could be this …
$10,000
4,000 Names
Traditional New
$10,000
4,000 Names
+
~667K MM Digital Marketing
Impressions

Or this …
$100,000
250,000 Names
Traditional New
$100,000
250,000 Names
+
Impressions

See you soon!
Learn More:
http://edu.chegg.com/events
TeensTALK
Whitepaper Preview
Tuesday, Nov. 1
2 PM ET
AACRAO SEM
Booth 401
Tuesday, Nov. 6-9
San Antonio, TX

Cloud
Inquiries
Match Student
Names
Match+
Connections
•  Identify students who are
“raising their hand” to
express interest in you
specifically
•  Connect with those students
in real-time, as they are
researching
•  Infuse fresh contacts into
your recruitment pipeline to
actively grow your inquiry
and applicant pool year-
round
•  Segment the largest opt-in
database of college-bound
students based on your
strategic priorities
•  Utilize your homegrown or
consultant-built predictive
models to focus your list buy
purchase
•  Reach undecided students
who are actively researching
schools at the height of their
interest (not simply taking a
test)
•  Identify students who have
indicated an interest in your
peers or aspirational peers
but do not yet have you on
your list
•  Ensure you are on a
student’s consideration set
when they are actively
researching schools you
associate yourself with
•  Segment your recruitment
to fill specific enrollment
gaps/priorities

Interest-Based
Retargeting
Location-Based
Mobile Ads
Custom Audience
Targeting
•  Accelerate your response
time to within minutes of
when a student indicates an
interest in you
•  Encourage students actively
researching you and/or your
peers to visit your .edu,
supporting conversion to
inquiry
•  Serve ad creative that is
aligned with where your
prospects are in the process,
designed to drive them to
the next step
•  Get in front of traditionally
hard-to-reach audiences by
precisely identifying them at
a specific location
•  Reach students via a
network of 100K+ mobile
apps on the xAd mobile ad
network
•  Support engagement and
conversion with interactive
microsites and/or custom
mobile experiences
•  Serve digital media to your
identified prospective
students on social media
(Facebook, Twitter,
Instagram, LinkedIn)
•  Expand your reach by
serving ads to your
identified audience on
mobile and desktop ad
exchanges
•  Serve a unique call-to-
action based on where the
identified student is in the
recruitment process

Your 2017 Student Marketing Roadmap

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