your 2017 student marketing roadmap
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Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1
Your 2017 Student Marketing Roadmap
#RecruitSmarter
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
THANK YOU!
Questions? Gil Rogers
Director of Enrollment Marketing
gil@chegg.com
@gilrogers
@socialadmission
Today’s Presenter
#RecruitSmarter
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
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
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 Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.
1992-1993 2003-2004
in millions
2014-2015 0
10
20
30
40
50
60
70
80
90
100
38M
65M
100M
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) Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.
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
Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.
Confidential Material – Chegg Inc. © 2005 - 2016. All Rights Reserved.
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 them 93%
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
1400+ Colleges and Universities Served (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 Reaches
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 Media Targeted Display & Social Media
Integrated Media on Chegg Newsletters
Syndicated Content on Partner Publisher Sites
Chegg Cloud Inquiries
Campus Rep Programs
Enhanced and focused reach with custom audience targeting
Match Student Names
Digital Media across the
Chegg Network
Communication Planning
Names + Digital = Reach + Conversion
POSTAL MAIL VIEWBOOKS
N A M E B A S E D TA C T I C S E N A B L E R E A C H
EMAIL PHONE
#RecruitSmarter
D I G I TA 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
MOBILE DISPLAY SOCIAL
POSTAL MAIL VIEWBOOKS EMAIL PHONE
+
#RecruitSmarter
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 Schools High 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
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
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
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?
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
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
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
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
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Most institutions that do retargeting focus on their site visitors
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Retarget students who are actively searching peer institutions.
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
• 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!
AcademicPerformance
GradYear
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
Inquiries
Applicants
Admitted
Enrolled
Names + Digital = Reach + Conversion
Custom Audience Targeting supports conversion & yield
Interest-Based Retargeting accelerates
response
Location-Based Mobile Advertising Raises
Awareness
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
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
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
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
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
It doesn’t have to be this big (although it could be)
$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
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
It could be this …
$10,000
4,000 Names
Traditional New
$10,000
4,000 Names +
~667K MM Digital Marketing Impressions
Note: This strategy is scalable to nearly any budget, example above leverages Match Names
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Or this …
$100,000
250,000 Names
Traditional New
$100,000
250,000 Names +
~6.6 MM Digital Marketing Impressions
Note: This strategy is scalable to nearly any budget, example above leverages Match Names
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
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