Retargeting Your Best Match: New Methods for Engaging Chinese Prospects

The leader in global

marketing and enrollment management

The

Chegg Global Network

The

Chegg Global Network

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

China’s population: 1.3 Billion

Source: Imagination Creative Agency, April, 2014, Chinese Social Media Brief: Overview, SNS Analysis and Key Trends.

Decision Making – Look at the Facts

Business, Engineering, and Undecided

65% of students are Self-Funded

In 2014 4.5MM Students studied abroad globally, an 114% increase since 2001

International students only account for an average of 11% of the total higher ed. population worldwide

42% Undergraduate | 37% Graduate Source: http://iie.org/research-and-publications/project-atlas

China is Mobile

71% of SNS users access Weibo platforms via mobile!

565 million mobile internet users!

95% of China checks smartphone before bed!

41% of China’s population!

Source: Weibo Video

What does this mean for you?

•  Reach students across the globe at the right time and the right place through hyper-local media on their mobile devices

•  Capture attention and drive awareness among students at specific locations when they are most receptive to your message

•  Media is optimized to appear in locations that show the strongest performance

Students are always in motion. Your targeting should be too…

Location-Based Mobile Advertising

Introducing a New Way to Recruit Students On-the-Go

14  

Defining Context

现在申请！  

15  

Defining Context with Location

现在申请！  

Identify and Reach Students in 8 Countries* On Thousands of Mobile Applications

*In addition to the United States

Device Interaction within Proximity Target Time: 12:37pm, Tuesday Location: Beijing Ministry of Education College Fair

1.  Proximity  target            12:37pm  

2.  Retarget                                        2:00pm   3.  Repeat                                        Next  Day    

Leverage location as the trust indicator of student intent

Drive measurable engagement with a customized and actionable landing page aligned with the student’s location

Call  an  admissions  director  

Learn  about  applying  

Take  a  Virtual  Tour  

Watch  a  video  

Talk  to  Admissions  

Nearly 70%

of students in China that use search engines for their college search

Source: Chegg Social Admissions Report – China Edition. 2015

75% Laptop

71% Smart Phone

32% Desktop

You are trying to reach a multi-screen generation. Is your website optimized for mobile and utilize responsive design?

Source: Chegg Social Admissions Report – China Edition. 2015

Digital Retargeting on Baidu + Zinch.cn

•  Engage Chinese students active in their college search with contextual ads based on their recent research activity and interest

•  Showcase your institutional brand on websites commonly visited by students throughout their normal web browsing, ensuring your brand is at constant “top of mind”

•  Chegg powers Baidu’s education platform (jiaoyu) with content found on it’s Chinese site, Zinch.cn. Visitors to your profile on either site are served retargeting impressions

•  Baidu has more than 20 channels that include search, music, news, Q&A, maps, and more

•  Reach students who have actively searched for your school with ad units that display within minutes of the initial search

•  Extend beyond Baidu with video promotions across the web – pop up videos embedded into other sites

Expand Your Reach with Focused Impressions

Global Inquiries

Weekly export of student information delivered to your team

Communication Funnel

Introduction

Why study in this country?

Environment

University

Invitation

Intended Major"

Grad"Year

Province"

China Match+ fine tuned to meet your admissibility criteria

Gender"

Behavioral Interest in

Similar Schools

Ensure immediate, high-quality follow-up communication with interested prospective students.

Acknowledge interest within 24 hours, and ensure a steady flow of communication each month thereafter.

Communication +

Communication+

Immediate engagement of prospective students, aimed at driving traffic to institutional website.

High-quality follow-up communications

Recruitment

Applications

Evaluation Yield

Retention

Enrollment Management Lifecycle

Save Time

Save Money

Recruit Smarter

Questions?