BUILD YOUR TRANSFER OUTREACH ACTION PLAN +

Data Insights

Direct Engagement

Digital Marketing via Mobile and Custom Audiences

For Chegg Partners: •  Continued delivery of all

student data and/or digital marketing services

•  Opportunity to reach a broader pool of students with data-informed strategies

For NRCCUA Partners: •  Continued delivery of all

student data, access to DataLab™, Eduventures Research, etc.

•  Opportunity to enhance traditional outreach with turn-key digital marketing

For Partners of Both: •  All of the above + a single

NRCCUA Regional Director to support you

Student Data

DataLab™

List Building & Outreach Support

Role-Based

Research

Student Insights

Data Insights

Direct Engagement

Digital Marketing via Mobile and Custom Audiences

Student Data

DataLab™

List Building & Outreach Support

Role-Based

Research

Student Insights

Many vendors can provide leads, digital advertising or

research.

NRCCUA is your only strategic partner that

combines direct-to-student

engagement with a turn-key digital marketing solution that is 100%

backed by data-driven insights and research.

This unique combination

ensures you are expanding reach to the right students

while lowering cost

Mobile Ad Network

Multi-Network

Data Targeting

Cross-Platform Tracking

Sponsored Social Media

Content 5-6 Million

Annual Student

Interactions

Market Leading

DataLab™ Platform

On-Demand Intelligence and Training

Methodology

30% Been enrolled

for 1 year

Email Survey of 671 community college students who are considering transferring

70% are enrolled full time

65% Have been studying

2 yrs or less

93% will consider transferring

to public college

39% will consider transferring

to private college

3 in 4 would transferring to a school in same state /

different city

1 in 4 would consider transferring to another state

23% Had been enrolled

at 4 year school

Here’s what we’re hearing …

7%

64%

24%

5%

Nearly 30% of pros believe retention will decrease or stay the same in 2017

Will increase significantly Will increase modestly

Will stay the same Will decrease modestly

Enrollment growth expectations

Source: The latest trends and predictions for higher ed in 2017, University Business, January 2017 Source: The latest trends and predictions for higher ed in 2017, University Business, January 2017

60%

50%

35% 32%

10%

22%

0%

10%

20%

30%

40%

50%

60%

70%

Transfers Traditional Undergrads

Moderately to Significantly Increase

Stay the same

Modestly to Significantly Decrease

WE ASKED: WHY TRANSFER? WHAT CHALLENGES? WHAT RESOURCES?

92%

58%

15%

10%

10%

8%

7%

5%

5%

2%

2%

3%

In order to pursue a 4-year degree

I always planned on transferring to another school

My school does not offer the major I want to study

I am not satisfied with my current school socially

I am not satisfied with my current school academically

I am not satisfied with my current school's location

I recently moved/plan on moving to a new city

I just want a change – no particular reason

I am not sure what I want to study and want to explore my options

I am not satisfied with the living/housing situation

I am looking for a less expensive college

Other financial considerations

Pursuing a 4-year degree is the biggest reason for transferring

Which of the following are the reasons you are considering transferring?

9%

12%

12%

25%

25%

28%

52%

58%

78%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Earn a certificate

Fulfill requirements to apply to a graduate program

Learn a new skill/trade

Fulfill my general interest in learning/continuing education

Establish a good GPA (my college GPA was not strong enough)

Establish a good GPA (my high school GPA was not strong enough)

Complete a BA/BS degree

Receive my AA/AS degree

Fulfill requirements to transfer to a 4-year college/university

Transferring and receiving AA are current goals

What are the current goals that you are working toward in school? (check all that apply)

Students are confident about being successful, but concerned that credits won’t transfer

20%

27%

17%

26%

23%

30%

26%

34%

73%

65%

37%

13%

0% 20% 40% 60% 80% 100%

I am confident that investing in a four year degree will pay off in the long-term

I feel confident that I will be successful at a four year school

I felt prepared to attend a four year school after high school but chose to attend a two year school in order to save money

I am concerned that my credits won't transfer

Completely disagree Somewhat disagree Somewhat agree Completely agree

72%

40% 39%

32%

22%

11% 9%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Cost Was unsure of my major

I wasn't ready for a four year

school

Wanted to be close to home

Fit in with my work schedule

I was not accepted to my first choice four

year school

Program of study AA/AS was end goal

Cost is largest reason for transfer

Many indicated

family or a significant

other

Why did you choose to attend the school you are currently attending? (select all that apply)

Cost and Class Difficulty are Biggest Concerns

82%

56%

40%

31% 27%

5% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Cost Difficulty of classes Adjusting socially Student/teacher ratio Class size None of these Other

What are some of your concerns about transferring to a four-year school?

51% 48%

39%

21%

16% 15%

5% 2%

0%

10%

20%

30%

40%

50%

60%

Financial Aid/FAFSA

I am working and contributing my

own income

My parents/other family members are contributing

Grant (e.g. Pell grant)

Scholarship Student loans Work/study program

Military benefits

Half of students are relying on financial aid How are you currently paying for college?

How are you currently paying for college?

Area of study

93%

Top 5 factors influencing schools considered for transfer

Availability of Scholarships

47%

Cost of Tuition

61%

Majors/areas of study offered at that school   91  Cost of tuition   67  How many of my credits will get transferred   53  Financial aid available   53  Scholarships available   49  Location -- I want to stay in the same general location/city   43  Acceptance likelihood -- I am only applying to schools I am likely to get into   41  School prestige or reputation   37  Location -- I want to be in a different location/city than I   34  Cost of housing and other expenses   34  School ranking   28  Student services (tutoring, support, career services, etc.)   28  Size of school   22  Availability of on-campus housing   19  Acceptance likelihood -- I am applying to schools that are a stretch for me   16  Academic difficulty   13  I know people at that school -- friends or family members   12  Online courses/programs available   12  Sports programs at college (as an observer or participant)   8  

Transferrable Credits

47%

Availability of Financial Aid

50%

3 out of the top 5 things influencing transfers are financial.

Online degrees

Biggest benefits are: •  Flexibility with schedule (45%) •  Offering a specific program that I am interested in (28%) •  Cost (25%)

Transfer students would consider finishing a bachelor’s degree online

1 in 3

We focused on intent, defined as …

RESPONDENTS WHO ARE LIKELY TO TRANSFER IN THE NEXT 2 YEARS

But we recognize …

Source: Signature Report 5: Baccalaureate Attainment: A National View of the Postsecondary Outcomes of Students who Transfer from Two-Year to Four-Year Institutions, National Student Clearing House, August 2013

⅓ OF TRANSERS WILL NOT GRADUATE WITH A 4-YEAR DEGREE WITHIN 6 YEARS

The Process is Difficult …

(6-10 on 10 pt scale)

51% OF TRANSFERS CONSIDER THE

TRANSFER PROCESS TO BE CHALLENGING

What students find the most challenging part:

There is not a lot of information on college websites dedicated to transfer students.

Knowing what school will fit me best academically and socially.

Not a lot of resources are devoted to transfer students. It's very hard to find roommates or housing. There's no community or even a Facebook page. It feels a lot like I'm the only transfer student there. It'd be nice if there was some type of group page where people could find roommates or get to know other people before going.

“ ” “ ” “

”

76% OF STUDENTS ARE UNSURE

WHERE THEY WANT TO TRANSFER TO

And …

THE COLLEGE SEARCH LANDSCAPE IS … COMPLICATED

4 IN 10 STUDENTS KNEW THEY WOULD TRANSFER BEFORE ENROLLING…

NEARLY 6 IN 10 PLAN ON APPLYING TO

+/-2 SCHOOLS

49% OF RESPONDENTS ARE ACTIVELY SEEKING OUT OR PLAN ON SEEKING OUT INFORMATION ON DIFFERENT SCHOOL OPTIONS… … 18% PLAN TO SEE OUT ADDITIONAL INFO (i.e. are still looking)

OVER HALF OF STUDENTS DO NOT PLAN ON REACHING OUT

TO ADMISSIONS BEFORE STARTING THE APPLICATION PROCESS.

Knows they plan to transfer

SO WE ARE DEALING WITH AN AUDIENCE THAT…

Do not know where they want to transfer to

Plans to keep their list short

Are actively researching with plans to do more

Are actively or passively staying off of your radar

Resources being used

78%

of students use search engines like Google to start their search

Student use of college search/review sites outranks use of college fairs by 15 percentage points (note: 53% vs. 38%)

Only one third of students get information about possible schools to apply through brochures

Millennial’s Trust Consumer Reviews

Source: Pew Research Center, “Online Shopping and E-Commerce”, December 2016

40%

23%

34%

47%

53%

42%

36%

41%

45%

43%

16%

34%

24%

8%

4%

TOTAL

65+

50-64

30-49

18-29

Always/almost always Sometimes Never

Source: Pew Research Center, “Online Shopping and E-Commerce”, December 2016

Frequency of use of digital ratings and reviews by age % of respondents in each group

Device Use is Mobile-First, Legacy-Last

15:36

20:26

10:14

4:23 2:41

1:25

22:00

19:05

11:17

6:58

2:58

1:04

0:00

2:24

4:48

7:12

9:36

12:00

14:24

16:48

19:12

21:36

0:00

TV/DVR Apps/Web via Smartphone

AM/FM Radio Internet via desktop/laptop

Video via desktop/Laptop

Video via smartphone

18-24

25-34

Source: Nielsen, “The Total Audience Report: Q4 2016”, April 2017

Weekly Time Spent with Select Media/Devices Among US Consumer by Age (hrs:mins)

Source: Nielsen, “The Total Audience Report: Q4 2016”, April 2017

Most important resources 23%

20%

15% 13%

12%

6% 6%

3% 1%

0%

5%

10%

15%

20%

25%

Online search engines

School specific websites

College review sites

Visiting the campus

Advisor at my current school

Friends/Family College fairs Brochures/mail from colleges

Social Media

Which of the following resource was the most valuable to you as you consider your options for transferring?

Notice the difference in online vs. traditional methods.

Which of the following was the most valuable resources to you as you consider your options for transferring?

Retargeting Re-Engage visitors once they have left your “.edu”

Retargeting mainly focuses on students who visited you

Retargeting Tips: •  Serve specific ad creative tailored to the transfer process

when visitors have been to your transfer section (i.e. avoid “general branding”)

•  Ensure ad units include key terms and phrases you know are of concern to the transfer audience (affordability, ease of credit transfer, etc.)

•  Leverage frequency capping to stretch your ad impressions further and optimize effectiveness

Location – The Next Generation Cookie Targeting in a mobile-first world

Context

Demographics

Day-part

¤

¤

¤

Context

Demographics

(Implied) Attitudinal

¤

¤

¤

Expressed Intent

¤ Social Connections

Sharing Behavior

Expressed Interests

Demographics

¤

¤

¤

¤

Location

Context

1st & 3rd Party Data Match

Real-world Behavior

¤

¤

¤

¤

Location-Based Mobile Advertising

Reach Students On-the-Go, Where They Are

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

36  

Defining Context

37  

Defining Context with Location

Dynamic targeting zeros in on the strongest performing locations

Standard Geo-fence

Chegg’s Geo-fence

NRCCUA 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.

86% of time spent on mobile apps > 3 hours per day

14% of time spent on mobile web < 45 minutes per day

app

mobile app vs. mobile web media use

eMarketer, September 2016

0

10

20

30

40

50

60

70

In-App (billions) Mobile Web (Billions) Total billions

2014 2015 2016 2017

US Mobile Ad Spending, in-App vs. Mobile Web (2014-2017)

Source: eMarketer, October 2016

75% of mobile ad spending will be in-App in 2017

Reach students across 100K apps around the world*

Social Entertainment Sports News &

Info Interests Local Music

* Over 35K apps in the U.S.

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 NRCCUA

Landing Page Tips: •  Ensure the page visitors land on is mobile-friendly (you

are reaching them on a mobile device, after all!)

•  Easily surface content that addresses key concerns (cost/transfer credit process/community) - Custom interactions are great for this!

•  Leverage conversion tracking to measure overall ROI of your campaign.

Track Conversion from the Initial Click…

Track Conversion from the Initial Click…

Track Conversion from other devices after the first view

How do we track conversions? Alignment between our ad team and your web team •  We embed code within the ad units

themselves

•  Tracking code is created for select destinations on your website (home page, admissions section, etc.)

•  Our technology identifies devices we are confident are used by the same prospect (ex. Cell phone and laptop in a home)

•  We report on actions taken across all devices

Join us tomorrow! Register now at

www.eduventures.com/events

You’re Invited! Register today at

http://www.eduventures.com/eduventures-summit-2017/