Super Charging Your Search Strategy

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


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!


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

[email protected]

Request Match+ Projections at http://go.edu.chegg.com/projections

Slides and recording will be available shortly at

http://edu.chegg.com/insights

Super Charging Your Search Strategy

Education

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