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Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1
Mobile Marketing for Higher Ed 101
Beyond Geofencing
+ Data Insights, Direct Engagement, Digital Marketing
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
THANK YOU!
Questions?
• Chegg & NRCCUA Partnership Overview
• Overview of current student trends
• Evaluating common mobile marketing tactics and
optimizing for what’s most effective
• Recommendations for balancing and supporting
traditional outreach with digital marketing
Today’s Agenda …
Data-Driven Insights
Direct Engagement
Digital Marketing
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 your
4
Current Trends in Student Perspectives
35% Hand Held Device
Savvy Consumers
14% Desktop
50% Laptop
Primary Device Used to Research College
Which device do you primarily use to research colleges? ?
#SocAdm17
85%
42% 38%
20% 14% 12%
6%
Visited College Website
Scheduled Campus Visit
Taken Virtual campus Tour
Downloaded App from College
Asked Question on Social Media
Texted with College Rep
Live Chat with College Rep
Actions taken on mobile when considering which college to apply to or enroll in.
College Research on Mobile
+ +
What Students Are Looking For
8 in 10 Students Visit College Websites on Mobile
4 in 10 Schedule a Visit or Take a Virtual Tour
#SocAdm17
More than half of students
access college sites on a
mobile device at least weekly
17%
65%
11%
7%
Excellent
Okay
Challenging
Not Applicable
Quality of Experience on Mobile Site
College Websites on Mobile
Once a Day 18%
Once a Week 41%
Once a Month 13%
Every Once in a
While 28%
Frequency of Visiting College Websites on Mobile
How frequently do you visit college websites on a mobile browser? How would you rate your mobile experience interacting with the college websites?
Location – The Next Generation Cookie Targeting in a mobile-first world
9
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
12
Defining Context
13
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
Undergraduate Targeting
• High schools or vocational schools in target markets
• National college fairs and recruitment events
• Before/during/after on-campus tours
• Test prep centers, national competitions, ESL centers, etc.
Transfer Targeting
Graduate Targeting
• Community college campuses
• High-traffic venues surrounding target campuses
• Large-scale college fairs and recruitment events
• 4-year campuses
• Conferences and recruitment events
• Corporate headquarters, healthcare institutions, etc.
Social Media Advertising List Loads, Lookalike Audiences, and More
48%
87%
51%
31%
64% 63%
82%
54%
37%
81% 80% 79%
66%
51%
77% 78% 74%
56% 49%
Instagram Snapchat Facebook Twitter Pinterest
Use of Social Media (Trended)
2013 2014 2015 2016
Shifts in Social Media Usage
Q4. How often do you use the following different social media websites?
28%
60%
31%
14%
48%
26%
67%
46%
20%
70%
48%
67%
56%
21%
71%
53%
68%
50%
28%
Instagram Snapchat Facebook Twitter Pinterest
2013 2014 2015 2016
1 in 2!USE 5+ PLATFORMS
Year over year comparison: How often do you use the following social media sites during college research?
Increased Growth and Fragmentation of Social in College Search
Yes, 37%
No, 63%
1 in 3 Have Used Social Media to Research College/Universities
Discovery vs. Decision Engine
Did (or will) you use social media to research colleges that you have applied to (or to which you are considering applying)?
60% have liked or
followed a school in their
consideration set.
#SocAdm17
Interactions Matter Nearly 40% of students say interactions they have on social media influence where they enroll.
#SocAdm17
• Combined with the fact that Facebook and Instagram are top platforms for researching colleges, we recommend starting there when considering ad investments
• While Snapchat is popular, growing and evolving, ROI is tough to measure and quantify
• Proceed with caution as some strategies with Facebook are more precise than others
When thinking social, Facebook is (still) king
Source: Social Fresh, “The Future of Social”, w/Firebrand Group and Simply Measured, April 2016
0% 20% 40% 60% 80% 100%
Snapchat
SlideShare
% of respondents
Example: Geo-Targeting on Facebook
• Identify users in a specific geographic radius
• Segment by demographics and interest
• Limited to Facebook users engaged on Facebook site/app
• Not filtered by your audience specifically
Audience Targeting Advertising on Facebook
Demographic
Interests
Behaviors
Custom Audience List Loads
Lookalike Audiences
Broadest
Most Precise
Custom Audience vs. Lookalike Audiences
Custom Audience finds the students who you already have on your radar • Search Names • Inquiries • Admits who haven’t
deposited • Alumni (for giving campaigns)
Lookalike Audiences finds people based on the people you know and want to find more of • More prospective students like
the ones who enrolled last year
Pro Tip: Leveraging your existing data sets with SMART Approach predictive models may be more cost effective than trying to cast a wider net with lookalike audiences
CUSTOM AUDIENCE TARGETING
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
Make the most efficient use of your data
TIP Names
Declared Students
Search Responders
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
Cross-Channel Tracking & Attribution
35% Hand Held Device
Savvy Consumers
14% Desktop
50% Laptop
Primary Device Used to Research College
Which device do you primarily use to research colleges? ?
#SocAdm17
81%
36%
3%
Through the School Website Through the Common App Other Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll? (select all that apply)
The Application Process Rarely Ends on Mobile
+ +
SUBMITTED AN APP THROUGH A MOBILE DEVICE
13%
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
Track Conversion from the Initial Click…
#SocAdm17
Track Conversion from the Initial Click…
Track Conversion from other devices after the first view
Keeping it Under Control Methods for keeping your campaign running on a
shoestring budget
How do I avoid doing this?
Frequency Caps & Dayparting Optimize Campaigns
• These methods ensure that your ads are less “stalkerish” by limiting how many times or when your ad is seen by a prospect
• By limiting views/restricting times you can maximize the duration of your campaign
• These controls are a prudent way to ensure you are getting the most out of your digital advertising budget
Example of Frequency Capping
• You are running an ad campaign where you are retargeting visitors to your “.edu” and want to drive them back to an open house registration form
• Frequency caps can be put in to place to limit the number of times a visitor sees that ad
• # of times in 1 day • # of times without taking an action
Frequency Cap Examples • No more than 5 ad
impressions served/day
• Remove user from campaign if no action taken in 30 days
Example of Dayparting
• You are using geofencing and are running an awareness campaign focused on feeder high schools and local malls
• Dayparting ensures your ads only appear at the mall after school hours and at the high school an hour before school starts to an hour after school ends
Dayparting Examples • High School ads
run from 7 AM to 3 PM
• Mall ads run from 3 PM – 9 PM*
Additionally, ad unit can be adjusted based on goal … ex. Parents at the mall during the day
Combining the Old and the New
Print and e-mail still still play a major role.
Building a better list is key.
Source:: STAMATS TeensTALK Study, 2016
This generation expects active, personalized dialogs with Admission Offices
60% expect to be engaged with admissions within 24 hours
would like to receive communications tailored specifically to them 92%
2017 Social Admissions Report
Multi-Channel & Open To Engagement
Source: STAMATS TEENSTALK® Study, 2016 Source: STAMATS TEENSTALK® Study, 2016
Source: LaunchLeap, December 2016 STAMATS TeensTALK Study, 2016
Positive or Neutral Negative Reaction
Reaction to sponsored content on the web or social media
8/10 students use 4+ digital platforms daily, and are more likely to respond positively to sponsored/promoted content on digital and social channels.
0% 10% 20% 30% 40% 50% 60%
5+
4
3
2
# of Digital Platforms Internet Users Visit/Day (% of responses)
1. Log in to NRCCUA DataLab™ and identify your prospective student audience leveraging Class Finder™.
2. Leverage Enrollment Lens™ and SMART Predictor™ to build your prospect pool, fueling traditional e-mail and print campaigns that drive awareness and conversion
3. Use your student data to support conversion and yield by building custom audience pools and determining geofencing locations to serve your sponsored content and digital display
A Turn-Key Solution That’s Easy as 1, 2, 3
eMatch ensures data is accurate and actionable
TIP Names & Chegg Match
Legacy Students, Chegg Match+, Automated Online Search
Inquiries, Responders & Declared Students
Applicants
Admitted
Enrolled
Data + Direct Engagement + Digital Marketing = Enrollment Success
Custom Audience Targeting supports conversion & yield
eProspector gets you into the inbox
Outbound Phone
Service Boosts Engagement
Location-Based Mobile Advertising Raises Awareness
Instant Response Accelerates Outreach
Thank you! Gil Rogers, Director of Enrollment Marketing
Recording and Slides: http://edu.chegg.com/insights Learn more at http://datalab.nrccua.org
