how to fill your class without blowing your budget or losing your mind

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1

How to Fill Your Class Without Blowing Your Budget or Losing Your Mind

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

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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.

Happy Travel Season!

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.

All of these Great Ideas

Building Your Prospect Pool !Building Your Brand!

Capturing Interest!Engage and Convert!

Metrics that Matter!

Today’s Agenda

Building Your Prospect Pool Connect with students who are researching your school

and schools like yours at the height of their interest.

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

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

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

They have unlimited information at their fingertips.!

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

Source: Chegg Social Admissions Report. 2015

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!

Save Time, Save Money, Recruit Smarter With Chegg

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Build Your Brand Engage students with media on that speaks their language and

grabs their attention, when they are interested in hearing from you

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.

Digital & Mobile Marketing

•  Targeted Media on the Chegg Network

•  High Impact Page Takeovers and Rich Media

•  Targeted emails to inquiries and matches

•  Location-based Mobile Media

Interactive Page Takeovers Engage students with rich media content that allows them

to explore your school directly within the ad unit.

Interactive Guidebook Deliver a custom-tailored message while allowing students to

create and share a personal guidebook.

Interactive Guidebook Deliver a custom-tailored message while allowing students to

create and share a personal guidebook.

Media Unit

Partner Link

Targeted Media Target students by academic interest as they browse books or

while they explore colleges and scholarships.

Niche Profile Page Takeovers Manage your brand on the top college search site on the web and

drive additional traffic to your .edu

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.

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 geo-fence focuses media on the locations that show the strongest performance.

Standard Geo-fence

Chegg’s Geo-fence

Chegg Geo-fence

Reach Students at Specific Locations

34  

Defining Context

Defining Context with Location

Results:  •  900,000  Impressions  in  less  than  90  

days  during  summer  months  •  Nearly  6,300  visits  to  site  •  CTR  nearly  3X  industry  average  

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

l

New

s &

Info

M

en &

Sp

orts

Ente

rtai

nmen

t

Wom

en

So

cial

Sample Network

Undergraduate Targeting

• High schools or vocational schools in target markets in 9 countires

• National college fairs and recruitment events

• Before/during/after on-campus tours

• Test prep centers, national competitions, ESL centers, etc.

Transfer Targeting

Graduate Targeting

• Community college campuses

• High-traffic venues surrounding target campuses

• Large-scale college fairs and recruitment events

• 4-year campuses

• Conferences and recruitment events

• Corporate headquarters, healthcare institutions, etc.

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

Retargeting Reach students minutes after they have visited your site or

expressed interest in a similar school.

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Retargeting •  Reach students after they have visited your .EDU site.

•  Generate awareness among students who are actively searching peer institutions on the Chegg Network.

•  Reach potential graduate students after they have browsed targeted books by subject.

.edu Retargeting to drive traffic of general researchers back to your site to learn more

Chegg & Niche page visitor retargeting to engage un-identified prospects on the top college search platforms

Interest-Based Retargeting to engage inquiries & students considering peers

Textbook Retargeting for Transfer & Grad Outreach

Retargeting Strategies Strategically engage and convert interested students with messaging tailored to their phase of their search.

Retarget students who are actively searching peer institutions.

Retarget students who browse specific book subjects.

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.

•  Identify first-year, transfer, and students in China that are a best-fit match.

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 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. !

!Academic!

Performance!!

Grad!Year

Geography!

Match+ fined tuned to meet your admissibility criteria

Gender!

Behavioral Interest in

Similar Schools

Engage and Convert 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

Lead Conversion

Strategy

•  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 to your

institutional goals and audience segment behaviors.

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

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.

powered by

Chegg Inquiry & Match+

Fulfillment

•  Development and execution of e-mail and conversion campaigns directly to Chegg inquiries and matches

•  Design and copy development

•  List management

•  Automated HTML delivery and tracking

•  Ongoing management and reporting

Metrics that Matter You can’t improve what isn’t measured. But be sure you are

measuring the right things to make strategic decisions.

Thank you! Save Time. Save Money. Recruit Smarter.