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New approaches to prospective grad student engagement

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New approaches to prospective grad student engagement

  1. 1. New Approaches for Prospective Student Engagement 2014 TxGAP Conference
  2. 2. The leading, students first, connected learning platform We currently serve 46% of college students in America
  3. 3. Methodology & Demographics •  1,300 registered Chegg students •  Surveys fielded in February and April, 2014 •  Respondents either intend to apply to graduate school in the next 12 months or are enrolled in upper-level courses at their current 4-year school •  Objective is to identify current preferences for researching and being contacted by graduate school programs
  4. 4. Intention to Attend Graduate School
  5. 5. When does grad school become real? 2%   6%   16%   35%   31%   9%   High  school   1st  year  of   undergrad   2nd  year  of   undergrad   3rd  year  of   undergrad   4th+  year  of   undergrad   A9er  gradua:on   Started  researching   3 in 5 Have started to research schools by junior year 66%
  6. 6. Why Grad School? 8%   9%   24%   27%   29%   36%   45%   49%   Other   I  want  to  defer  student  loans   The  economic  climate  is  bad;  it’s  a  good  Ame  to  get  a   graduate  degree   I  want  to  teach  higher  educaAon   I  want  to  stay  in  school/keep  learning   My  career  choice  requires  a  graduate  degree   A  graduate  degree  is  expected  in  my  field   I  am  interested  in  research/  specializaAon   -15% YOY Factors influencing decision to attend grad school +19% YOY
  7. 7. Full-time or Part-time? 60%   22%   10%   8%   Definitely   Probably   Definitely   Probably   Full Time: 82% Part Time: 18% Implies reliance on sources other than personal earnings for tuition & living expenses during this time (Moving home, downsizing, taking on loans, etc.)
  8. 8. The Application Timeline 4 in 10 students have started their graduate school application by their senior year 44%   37%   99%   56%   63%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Junior   Senior   Recent  Grad   When  do  you  expect  to  receive  your  undergraduate  degree?   Planning  to  apply  in  the  next  12  months   Working  on  my  apps  now   Longer “lifetime” to Grad inquiry
  9. 9. More focused than their undergrad search How many grad schools do you think you’ll apply to? 5.4   3.6   4.3   4.2   4.0   3.8   3.7   3.5   3.0   3.0   A smaller consideration set means high stakes for students and schools alike
  10. 10. Key Influencers
  11. 11. Factors in Deciding Where to Apply
  12. 12. Finances are Top Influencer 75%   61%   59%   57%   53%   47%   36%   22%   22%   19%   18%   15%   9%   7%   Cost  of  tuiAon   ReputaAon  of  program  overall   LocaAon  &  se[ng   Admission  Requirements   (GMAT,  GPA,  etc.)   Post-­‐grad  employment  and   salary  prospects   ReputaAon  of  the  insAtuAon   overall   Size  of  endowment  &  grants   available   Strength  of  research  program   Living  expenses   Type  of  school  (Public  or   Private)   Size  of  the  program   Specific  notable  faculty  in  the   program   Student  life   Size  of  the  insAtuAon   Cost trumps other factors by a wide margin. Program reputation is an expectedly important consideration, however, location is an equally important factor. Surprisingly, the presence of specific notable faculty is a minor consideration among this audience.
  13. 13. Financial concerns are top on students’ lists (admissions is still looming, though) Tuition/ Financing 22% Standardized Tests 15% Essays/ Statements 10% When asked “What is the ONE thing about the grad school search that keeps you up at night?” Lesson here: Promote: Affordability, outcomes, value of degree
  14. 14. Research and Information Sources
  15. 15. Top Sources of Information 81%Students use search engines to research grad schools VS < 25%Students use graduate school fairs to research schools •  Side by side comparisons •  Ratings •  Reviews •  Rankings •  Good for students in pipeline
  16. 16. Over three-quarters of students use your “.edu” to research your graduate programs 30% of students use magazines and online publications What are you doing to drive students to your .edu? What are you doing to get your literature in their hands?
  17. 17. Use of Social Media A lot 12% Some 26% Not much/ not at all 62% Where to apply Influence of social media A lot 11% Some 27% Not much/ not at all 62% +19% increase YOY +58% increase YOY Where  to  aGend  
  18. 18. Social channels are fragmented, ineffective Only 20% of students use Facebook to research graduate schools. (ex. Asking friends and family for advice) 16% of students used LinkedIn when researching graduate schools. (ex. Looking for jobs/qualifications) However, only 10% of students overall indicated using social media when researching which graduate school to attend
  19. 19. Student behavior is changing •  Are you keeping up?Students are your story Let their experience and outcomes “own” social
  20. 20. Preview of Chegg Student Tools
  21. 21. The Chegg Student Lifecycle Get matched to scholarships Connect to classmates Study help Get matched to internships Profs & course reviews Rent or buy [e] textbooks Schedule courses Explore grad & transfer schools Get matched to schools Access materials & study tools HIGH SCHOOL" COLLEGE" POST COLLEGE"
  22. 22. Finding Grad Schools on Chegg
  23. 23. Scholarships to Increase Affordability
  24. 24. Degree Pages to Inform Decisions
  25. 25. Mobile Engagement Matching best-fit programs with major/program of interest while students are on-the-go! Show expected career outcomes alongside your institution’s program Clear call-to-action for students to request information from you
  26. 26. Recommendations & New Methods
  27. 27. Driving Interest and Applications Awareness Research/ Evaluate Apply & Enroll
  28. 28. Build Awareness with Branded Boxes & Inserts Your institution branding wrapped around boxes of textbooks rented by Chegg students in your target markets Institutional literature and information inserted in boxes on top of their required course materials
  29. 29. Inbound student inquiries drive applications
  30. 30. Be Present as Students Research and Evaluate
  31. 31. Drive Applications with Co-Branded Email Continued engagement throughout the academic year, driving applicants and ultimately enrollments Additionally, the Chegg team can manage your online recruitment of students on sites like Gradschools.com, Degreed, and more!
  32. 32. Save Time Be there every step of the way, engaging students with your institution throughout their college search. Introduce your institution to students who may not have heard of you, and pay only for the responders. Connect with students researching your institution at the height of their interest, across the web via the Chegg Cloud. Save Money Recruit Smarter

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