bridging your enrollment gaps
Post on 12-Aug-2015
181 Views
Preview:
TRANSCRIPT
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1
Bridging Your 2015 Enrollment Gaps
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
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
Transfer Recruitment
Global Recruitment
Graduate Recruitment
• Chegg serves over half of all current college students, with 1/3 of users enrolled at a community college.
• Identify potential transfer students with an interest in you and reach out directly at the point they demonstrate interest.
• Leverage digital outreach services to build your brand and influence behavior.
• Reach students in over 160 countries around the globe through a combination of armchair recruitment and direct-to-student outreach.
• Use our team to help plan your international travel opportunities in the top markets sending students to the U.S.
• Utilize applicant screening services to focus on the top prospects that meet your enrollment criteria and goals.
• Build your brand through digital marketing solutions to keep your institution at top-of-mind of today’s busy college students.
• Leverage the Chegg Global Network to build your pipeline of prospective students researching graduate programs around the globe.
Understanding Generation X & Y
Engaging Undecided Students at the
Height of their Interest
Transfer & International Outreach
Effective Yield Strategies
Today’s Agenda
Today’s students were born when Google began and in grade school when Facebook took off.
They have unlimited information at their fingertips.
62% expect a response from admissions within 24 hours
would like to receive communications tailored specifically to them 91%
Source: Chegg Social Admissions Report 2015
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
Example: Niche.com
Site Traffic Peaks in Feb-Apr
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
Pageviews
Pageviews Average # of pages visited:
Over 5
Seniors peak in fall, rebound later
0
100000
200000
300000
400000
500000
600000
HS Senior Logins
Jan-April Interest is Critical
0
100000
200000
300000
400000
500000
600000
Senior Logins
Class of 2013 Logins
Over 1.7mm HS senior
log-ins in 4 months
What does this all mean?
Students indicating interest in January-May are still undecided
If they are still looking at you they are still looking at
your peers
Recommended Strategies
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
Match+ fined tuned to meet your admissibility criteria
Gender
Behavioral Interest in
Similar Schools
Retargeting Reach students minutes after they express interest
in your school.
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
The Undecided Student
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 39
Transfer and International Outreach
Transfers are Secret Shoppers
50% of transfers will not identify themselves to colleges before applying
Sources: Building Your Transfer Outreach Action Plan, Chegg, 2015
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
Location-Based Mobile Advertising
Introducing a New Way to Reach Students On-the-Go
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
Mobile banners and interstitials drive to the brand’s mobile site or a custom branded landing page.
Custom landing page features dynamic content aligned with the student’s location.
Driving Directions
Dynamic Maps
More Info
Click to Call Video
Loca
lN
ews
& In
foM
en &
Sp
orts
Ente
rtai
nmen
tW
omen
Soci
al
Sample Network
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
International Recruitment
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
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
The leader in global
marketing and enrollment management
The
Chegg Global Network
The
Chegg Global Network
Digital Development Manage your presence on the top
digital platforms used by students around the globe researching study abroad, scholarships, and test prep.
Ensure visibility and capture interest in every major and emerging market with one strategic partner.
Study Abroad Test Prep
Scholarship Opportunities
Study Abroad
Test Prep
HigherEd Communities
Digital Development
Multi-Lingual Microsites Develop institution-branded content in
the native language of students you are trying to reach, ensuring they can find and understand the information that’s most important to them.
Microsites in any Language
Global Inquiries Engage with students actively
requesting information from you on top education platforms around the globe.
Take advantage of your active brand-building initiatives by engaging students at the peak of their interest.
Global Inquiries
Weekly export of student information delivered to your team
Match + Leverage Chegg’s integration with Baidu to take advantage of increased exposure on Zinch.cn.
Market your brand to students actively researching schools on the web to encourage inquiry conversion.
Students search on Baidu
Zinch.cn is the exclusive provider to Baidu’s education platform
Students researching schools but not showing interest receive e-mails from Chegg
Support your marketing and recruitment efforts with direct-to-student e-mail outreach.
Reach students in markets and for programs you are trying to attract.
Targeted E-mails
Permission based emails drive up engagement
Target by country
Filter by undergraduate or graduate prospect
Dedicated email links to your .edu or inquiry form
Drive Traffic with Targeted E-Mails
Students you have applied and been admitted
Students who have been denied/deferred and are
evaluating options Late starters who are
just starting their research
Late stage inquiries can be some of the highest converJng inquiries if you support them effecJvely at this phase of the recruitment cycle.
Types of Seniors Still Searching
What do you do with the student that is already in your pipeline, applied and/or been admitted, but is still actively
researching you (and more importantly, your peers)? *Or worse. Enrolled but still evaluating options!
Admitted but not Committed*
REMINDER: If a student is still researching you, they
are also still researching your peers.
Think about it …
When a student who has applied/been admitted, we encourage them to visit campus.
Why, then, do we think of online interactions
differently in today’s electronic world?
Today’s College Search Reality
Instant e-mail and phone call, acknowledging that student’s continued interest 1 Assign a student ambassador to reach out via phone and possibly a hand-written note (go old school)
2 Invite the student to visit campus one more time, or for out of state students offer virtual visits
3
Supplemental Communication Plan
Deferred by you or denied elsewhere, how do you support a student in this situation at this phase of the process?
HINT: Put your “counselor hat” on *Denied/Deferred by you OR a peer institution
Denied/Deferred and Evaluating
Time to be a counselor
Inform waitlisted/deferred student of any steps they can take to increase their chances (if any)
1 Educate the student about articulation agreements with community colleges in your area
2
If your institution allows, think about deferred admission to the spring semester 3
Supplemental Communication Plan
• Be up front with the student and talk about their realistic options.
• Talk about gap-year programs or bridge agreements with local community colleges to help the student build their academic record
• Inquire about interest in deferring their start to the spring (works well combined with community college coursework)
Additional Tips
What do you do with senior inquiries that are just now getting on your radar? Do you turn them away, or leverage
their fresh interest?
Late Bloomers
Instant e-mail and phone call, acknowledging that student’s interest 1 Assign a specific counselor to follow-up with students and their parents ASAP (prioritize by territory volume) 2
Invite the student to campus for an interview and instant admission decision (provided they can provide all required materials)
3 If there is a high volume of interest in a geographic area, consider hosting a regional information session/interviews (if budget allows)
4
Supplemental Communication Plan
• There is always that “diamond in the rough” that got lost in the process. Are there exceptions you can make for qualified students still inquiring?
• Reach out immediately and walk them through the application process (for rolling admission schools).
• Be sure to educate and inform them about your transfer programs/articulation agreements (if truly past your deadline/their program is full)
Serving Late Bloomers
Conversion Strategies Develop a strategy that ensures every touch point is
optimized to drive conversions from the moment students begin their search through the time they enroll.
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
powered by
Conversion Strategies
• On campus workshop designed to closely examine each conversion point in the funnel to ensure optimal conversion rates.
• Methodical review of marketing efforts, lead generation campaigns, inquiry communication, post application and post accept processes and messages.
• Deliverable is a mutually agreed upon conversion plan.
Communication Sequence Mapping Develop a communication plan tailored specifically for late
stage prospects & un-committed admitted students
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
powered by
Communication Sequence Mapping
• Tactical recruiting communication plan based on objectives, target audience, segmentation potential, message, format, call-to-action, and associated metrics.
• 11X17 color-coded communication sequence map for each target audience.
sample sequence
map
Social Media Consultation & Campaigns
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
powered by
Social Media Consultation & Campaigns
• Strategies and tactics for achieving goals, a work flow for addressing feedback, and an objective-based plan for ongoing participation and awareness.
• Custom social media campaigns to inspire current students to advocate on behalf of your school.
Connect with undecided seniors continuing to researching you and your peers
Engage potential transfer students & build an international foundation
Incorporate a strong conversion and yield strategy for all
student segments
Achieving Your Goals
Save Time
Save Money
Recruit Smarter
top related