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.
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.
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
11.
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
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
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.
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.
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
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
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
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
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.
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.
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
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.
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