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Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1
Super Charging Your Search Strategy: New Methods of Finding Best-Fit Students and Increasing Response
Introductions and BackgroundUnderstanding Generation Y&Z
The Evolution of “Search”Capturing Student Interest
Immediate Digital Fulfillment
Agenda
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
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
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Understanding Generation Y&Z
Today’s students were born when Google began and in grade school when Facebook took off.
They have unlimited information at their fingertips.
Send search piece
Student applies Enroll
Interested student sends back Postcard/goes on coded microsite to request info
Admi<ed!
Traditional “Search” Process
19%
23%
15%
26%
28%
26%
24%
25%
25%
26%
22%
33%
3%
3% 1%
2%
3%
1%
All Respondents
<3.6 GPA
3.6+ GPA
100% -‐-‐ I read it all un5l I made my decision
About 75% -‐-‐ I read most of it un5l I made my decision
About 50% -‐-‐ I read half of it un5l I made my decision
About 25% -‐-‐ I threw out most of it
0% -‐-‐ I threw out all of it
I didn’t receive any mail
More than half of respondents threw away half or more of the unsolicited mail they
received (consistent with 2014)
59% of students with GPAs 3.6+ read less than half of their
unsolicited mail vs.
50% of those with GPAs under 3.6
Direct Mail: Keep vs. Throw Away
Source: Trends in Student Perspectives, Q2 2015
2013
2013
18% 24%
2014
72%
2014
77%
70% 71% Direct
mail Email
2015
76%
67%
21%
2015
Recall does NOT mean influence. Recall of outreach from colleges they hadn’t heard of:
Influence communications had on decision to apply:
Source: Trends in Student Perspectives, Q2 2015
Subscriptions and Survey Services Test Lists in Junior Year (or earlier)
Senior Searches
The Name Buy Process
• Limited Options Focused on Test Scores … Not Intent • Leads are Cold Before You Get Them • Low Conversion (2-5%) • “We’ve always done it this way.” • Lack of Alternatives
1971 Collegeboard (at the recommendation of high school guidance counselors) began selling student names to colleges as a means
to increase access and choices.
Students’ names can potentially be purchased by hundreds of schools
Heavily weighted to highest achievers
The evolution of man
Communication has evolved
The evolution of “search”
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 22
How Students Discover Schools
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.
Cloud
Connect students who have raised their hand to be
contacted by your institution.
18 sites & apps and growing!
Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
10%
16%
32%
50%
20%
32%
43%
37%
41%
41%
23%
11%
29%
11%
3%
1%
Most Useful Digital Tools for Research
75% indicate very-extremely useful
What if we could harness the behavioral data from students as
they search for schools to find the perfect matches for
your school?
Recommendations & Matching
High School GPA/Test Scores
Ethnicity Household Income
Interests Intended Major
School Preferences Geographic Preferences
Data Science Process
ExploraMon, Analysis,
Development
Test Environment
Compute Scheduling
ProducMon Environment
User Behavior Data
Partner Data
Third Party Data
Chegg User Behavior Data
Chegg CloudData
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.
AcademicPerformance
GradYear
Geography
Match+ fined tuned to meet your goals
Gender
Real-Time Behavior Across Chegg Network
Available for traditional undergrads, transfer, and international prospects in
China
Chegg Cloud & Match+ By the numbers
Less Than 5
Number of schools a student requests
information from on our network
3 The average number of
schools we deliver a student to as a Match+
Name
In Fact …
2/3 Students who indicate an
interest in 3 schools or less
85% of students’ information are sent to 4 schools or
less
Names Purchased Through Traditional Search
Right Fit Students from Match+
# of Qualified Inquiries
Applicants
Admitted
Enrolled
Traditional Search Match+ Students $250,000 investment $162,000 investment
120,000(incl. name, printing & postage)
3,6003% response rate
90025% apply rate
45951% admit rate
19342% enroll rate
3,6006% response rate
90025% apply rate
45951% admit rate
19342% enroll rate
60,000(incl. name, printing & postage)
Traditional Search
193 Enrollments
Chegg Student Names via Match+
193 Enrollments
Cost per student
$840
Cost per student
$1300
62% expect a response from admissions within 24 hours
would like to receive communications tailored specifically to them 91%
Source: Chegg Social Admissions Report 2015
Interest-Based Retargeting Immediate digital fulfillment.
Personalized outreach at scale.
Retarget students who are actively indicating an interest.
Changing the Student Experience
Match+ For Students
• Better matched opportunities = informed choices
• No more sifting through hundreds of viewbooks of poorly matched schools
• Better Fit Schools = Better Outcomes
Match+ For Schools
• Going beyond predictive modeling
• New student groups = more enrollments in strategic populations
• Connect with students earlier in the process, increase yield
• Be more competitive with the right fit students
Logistics & Questions
Monthly transmissions
One file or separate files available
De-duping upon request
Immediate Digital Fulfillment
Questions?
Contact Me @gilrogers
Request Match+ Projections at http://go.edu.chegg.com/projections
Slides and recording will be available shortly at
http://edu.chegg.com/insights