Introductions & BackgroundTransfer Research Findings
Best Practices for Brand Building, Capturing Interest, and Engaging Prospects
Today’s Agenda
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
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
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.
Current recruitment practices
Ad agency Fairs Community College visits
Website Traditional list buys #CheggTransfer
Survey Methodology
• Survey conducted in February 2015 among random sample of Chegg students enrolled at a community college
• Total respondents = 668
#CheggTransfer
Demographics of Respondents
40% 14% 27%
9% 1% Caucasian/White African American/Black Hispanic/Latino
Asian & Pacific Islander Native American
Ethnicity Breakdown
Time Commitment Gender Breakdown
36 States Represented
67% 33% female male
8% More than 1 Race
25% 60 or more credits earned
71% enrolled full time
70% enrolled at least 2 years
#CheggTransfer
Why Choose Community College? Why did you choose to attend the school you are
currently attending? (select all that apply)
Cost
I wasn't ready for a four year school
I was not accepted to my first choice four year school
Wanted to be close to home
Other (please specify)
#CheggTransfer
Financing
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Work/study program
Military benefits
Scholarship
Student loans
Grant (e.g. Pell grant)
My parents/other family members are contributing
I am working and contributing my own income
Financial aid/FASFA
How are you currently paying for college?
#CheggTransfer
What are your Goals?
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Earn a certificate
Learn a new skill/trade
Fulfill requirements to apply to a graduate program
Establish a good GPA (since my early college GPA was not strong)
Fulfill my general interest in learning/continuing education
Establish a good GPA (since my high school GPA was not strong)
Receive my AA/AS Degree
Fulfill requirements to transfer to a 4-year school
What are your goals at your current school?
#CheggTransfer
What does this mean?
• Students understand that community college can be a great way to save money on their education
• The majority of students enroll at a community college with plans to finish a 4-year degree • Make the transfer credit process as easy as possible!
TIP: Focus your recruitment messaging on affordability and “finishing what you started” to show students that their hard work WILL pay off!
#CheggTransfer
Intent to transfer
8/10 Respondents who are likely to
transfer in the next 2 years
66% Students who are unsure
where they want to transfer to
#CheggTransfer
Half of respondents began considering transfer opportunities before even starting at their current school, 61% knew they’d transfer before enrolling.
#CheggTransfer
Transfers are Secret Shoppers
50% of transfers will not identify themselves to colleges before applying
Sources: Building Your Transfer Outreach Action Plan, Chegg, 2015
Half of transfer students are planning to apply to between 2-4 schools, 1/3 know the one school they are applying to.
#CheggTransfer
71% of students plan to transfer to a school in the same state as their community college, nearly 1/3 planning to stay in the same city.
#CheggTransfer
Ways students expect to get info
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Social Media (Facebook, Twitter, YouTube, etc.)
Friends/Family
College fairs
Brochures/mail from colleges
Advisor at my current school
College review sites (e.g., Niche, Chegg, US News)
Visit the campus
School specific websites (www.schoolname.edu)
Online search engines (e.g., Google, Yahoo!, Bing)
Online sources are top resource for prospective
transfer students
#CheggTransfer
Most Valuable Resources
potential transfer students prefer doing their research online
Compared to respondents preferring to receive information
via direct mail
VS.
#CheggTransfer
Resources being used
• 74% of students use search engines like Google to start their search, bringing them to college search sites and your .edu
• The top “offline” resource for college information continues to be the campus visit (not college fairs)
• About 1/3 of students expect to get information about possible schools to apply through brochures
#CheggTransfer
Recommendations
• Employ a strong digital recruitment strategy focusing on building your brand as well as engaging students with a demonstrated interest
• Own your backyard – Most students are going to finish their 4-year
degree in the same state and/or city as their community college
• Shift the resources spent on outdated tactics like community college fairs to digital channels used by students today
#CheggTransfer
Inquiries and Matches Connect with students who are researching your school
and schools like yours at the height of their interest.
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.
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.
Cloud Connect students who have raised their hand to be
contacted by your institution.
18 sites & apps and growing!
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.
What if we could harness the behavioral data from students as
they search for schools to find the perfect matches for
your school?
Chegg User Behavior Data
Chegg CloudData
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.
AcademicPerformance
GradYear
Geography
Transfer Match+ fined tuned to meet your admissibility criteria
Gender
Behavioral Interest in
Similar Schools
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Retargeting • Reach students minutes after they have expressed interest in your school.
• Reinforce your brand across the web, focusing impressions only on students with an interest in you.
• Create clear calls to action to engage, inform, and remind your prospective students.
introducing a new way to reach students minutes
after they begin the admissions process.
Retargeting
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.
Dynamic geo-fence focuses media on the locations that show the strongest performance.
Standard Geo-fence Chegg Geo-fence
Reach Students at Specific Locations
2-YEAR SCHOOL
CAMPUS CENTER
COLLEGE LIBRARY
Mobile media is optimized to reach students based on their location history.
Create a Unique Student Profile
Custom landing page features dynamic content aligned with the student’s location.
Driving Directions
Dynamic Maps
More Info
Click to Call Video
Recruit Students On-the-Go with Chegg • Reach transfer students on 2-year
campuses • Target high school students in
specific markets • Connect with students as they visit
your campus
Ad agency Traditional List Buys
Community College Visits
Fairs
website
Efficient Outreach
#CheggTransfer