How do enrollment managers find that balance between long-term strategy and just bringing in their class? This webinar will provide some insights and suggestions for bridging short-term enrollment gaps while not sacrificing long-term strategic planning.

1. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
1
Bridging Your 2015 Enrollment Gaps

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

3. 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

4. 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.

5. Understanding Generation X & Y
Engaging Undecided Students at the
Height of their Interest
Transfer & International Outreach
Effective Yield Strategies
Today’s Agenda

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

7. They have
unlimited
information at
their fingertips.

10. 62%
expect a response
from admissions
within 24 hours
would like to receive
communications tailored
specifically to them91%
Source: Chegg Social Admissions Report 2015

12. 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

13. Example: Niche.com

14. 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

15. Seniors peak in fall, rebound later
0
100000
200000
300000
400000
500000
600000
HS
Senior
Logins

16. 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

17. What does this all mean?

18. Students indicating interest in
January-May are still undecided
If they are still looking at you
they are still looking at
your peers

19. Recommended Strategies

20. Inquiries and Matches
Connect with students who are researching your school
and schools like yours at the height of their interest.

21. 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.

22. 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.

23. Cloud
Connect students
who have raised
their hand to be
contacted by your
institution.
18 sites & apps and growing!

24. 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.

25. What if we could
harness the behavioral
data from students as
they search for
schools to find the
perfect matches for
your school?

26. 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.

27. Academic
Performance
Grad
Year
Geography
Match+
fined tuned to meet
your admissibility
criteria
Gender
Behavioral
Interest in
Similar
Schools

28. Retargeting
Reach students minutes after they express interest
in your school.

29. 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.

30. introducing a new way to
reach students minutes
after they begin the
admissions process.
Retargeting

33. The Undecided Student

39. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
39
Transfer and International Outreach

40. Transfers are Secret Shoppers
50% of transfers
will not identify themselves to colleges before applying
Sources: Building Your Transfer Outreach Action Plan,
Chegg, 2015

41. 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

42. Location-Based
Mobile Advertising
Introducing a New Way to
Reach Students On-the-Go

43. 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.

44. Dynamic geo-fence focuses media on the locations
that show the strongest performance.
Standard Geo-fence Chegg Geo-fence
Reach Students at Specific Locations

45. 2-YEAR SCHOOL
CAMPUS CENTER
COLLEGE LIBRARY
Mobile media is
optimized to reach
students based on
their location history.
Create a Unique Student Profile

46. Mobile banners and interstitials drive to the brand’s mobile site or
a custom branded landing page.

47. Custom landing page features dynamic
content aligned with the student’s location.
Driving
Directions
Dynamic
Maps
More Info
Click to
CallVideo

48. LocalNews&InfoMen&
Sports
EntertainmentWomenSocial
Sample Network

49. 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

50. International Recruitment

51. 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

52. 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

53. The leader
in global
marketing
and enrollment
management

54. The
Chegg
Global Network

55. The
Chegg
Global Network

58. 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.

59. Study Abroad Test Prep
Scholarship
Opportunities

60. Study Abroad Test Prep HigherEd
Communities
Digital Development

62. 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.

63. Microsites in any Language

64. 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.

65. Global Inquiries
Weekly export of student information
delivered to your team

66. 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.

67. 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

68. 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

69. 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

70. 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

71. 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*

72. REMINDER:
If a student is still researching you, they
are also still researching your peers.

73. 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

74. Instant e-mail and phone call, acknowledging
that student’s continued interest1
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

75. 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

76. Time to be a
counselor

77. 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 semester3
Supplemental Communication Plan

78. • 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

79. 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

80. Instant e-mail and phone call, acknowledging that
student’s interest1
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

81. • 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

82. 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.

83. 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.

84. Communication Sequence Mapping
Develop a communication plan tailored specifically for late
stage prospects & un-committed admitted students

85. 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.

86. sample
sequence
map

87. Social Media Consultation
& Campaigns

88. 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.

89. 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

90. Save
Time
Save
Money
Recruit
Smarter