BRIDGING YOUR ENROLLMENT GAPS Leveraging today’s insights for sustained enrollment success

+  Data-Driven Insights, Direct Engagement, Digital Marketing

Participate! Tweet using #EnrollmentGaps

Mention:

@NRCCUA & @SocialAdmission

Or talk to the presenter:

@gilrogers

Participate in online polls throughout the presentation

#EnrollmentGaps

Solving Your Enrollment Problems Strategically, NRCCUA is uniquely positioned to help you

•  4 Decades of Experience

•  Engage 5-6 Million Students Annually

•  Trust of Over 1,800 Institutions Today

•  700 Institutions on Data LabTM Since 2015

Data-Driven 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-Driven Insights

Direct Engagement

Digital Marketing

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

Student Data

DataLab™

List Building & Outreach Support

Role-Based

Research

Student Insights

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

eMatch ensures data is accurate and actionable

TIP Student Data

Legacy Students, Automated Online Search

Inquiries, Responders & Declared Students

Applicants

Admitted

Enrolled

Data-Driven Insights + Direct Engagement + Digital Marketing

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

WHAT WE WON’T TALK ABOUT

•  Tuition Discounting •  Scholarship Negotiations •  Media Coverage on the Value of Higher

Education

#EnrollmentGaps

WHAT WE WILL TALK ABOUT

•  Where students are researching schools and how to find them

•  Methods for engaging prospects via appropriate channels

•  Segmenting follow-up based on the type of student you are supporting

#EnrollmentGaps

TODAY’S AGENDA:

•  Why are we here? •  Understanding the student mindset •  Key market insights •  Recommendations for boosting yield &

optimizing transfer outreach

#EnrollmentGaps

Audience Poll

Why are you attending this presentation?

#EnrollmentGaps

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

Preferred Contact From School Email preferred to direct mail (and is much more cost effective!)

0%

10%

20%

30%

40%

50%

60%

FIRST CONTACT REMINDERS RE: DEADLINES

REGARDING APPLICATION

REGARDING ADMITTANCE

EMAIL

PHONE

DIRECT MAIL

TEXT MESSAGE

SOCIAL MEDIA

What are your preferred methods of being contacted by a school in these stages of the application process? #EnrollmentGaps

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

Total

30+

18-29

Frequently-Always

Sometimes

Rarely-Never

Email alone can be hit-or-miss Half don’t read marketing e-mails, another 1/3 only do it “sometimes”

Source: Fluent LLC, “The Inbox Report”, November 2016

Direct outreach introduces your brand

Thinking of all the mailings you received from colleges that you hadn’t considered before that mailing, what did you do after receiving mail?

Over half of students did additional research due to “search”, 25% added a school to their list.

Influence of mail from previously unconsidered schools I added at least one

college to my “college list” after receiving mail

from them, 24%

I did some research on at least one college after

receiving mail from them to see if I might be

interested, 52%

I didn’t add even one college to my “college list” after receiving mail

from them, 24%

23%

15%

62%

49%

6%

45%

Colleges I had not heard of on my own Colleges I had heard of and to which I was planning on applying

However, there is a difference between “recall” and “influence” While half of students said they did research, 2/3 said there was no impact on their decisions where to apply, greater influence on familiar brands

To what extent did any of these communications influence your decision to apply to any of these schools?

Influence the communications had on application decision

Definitely made me apply to one or more of these colleges

Definitely made me not apply to one or more of these colleges

Had no effect on my decision to apply to one or more of these colleges

#EnrollmentGaps

31%

45%

24%

17%

45%

38%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Everyone Else

18-29 Prefer to use multiple platforms

Don't know/ no opinion

Prefer to use one platform

Source: Morning Consult in conjunction with Mashable, April 2017

Students are Multi-Platform Nearly Half Prefer to Use Multiple Platforms for Different Features

Preference for Using One or Multiple Social Media Platforms (% of respondents)

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

29%

49%

15%

6%

5+ 4 3 2

Source: LaunchLeap, December 2016

# of Digital Platforms Internet Users Visit/Day (% of responses)

Multi-Channel & Open To Engagement 8/10 use 4+ digital platforms daily, likely to respond positively to sponsored content

15%

20%

25%

30%

35%

40%

INITIAL RESEARCH ON COLLEGES (BEFORE

DECIDING TO APPLY)

AFTER DECIDING TO APPLY TO A COLLEGE

AFTER APPLYING TO A COLLEGE

AFTER BEING ACCEPTED TO A

COLLEGE

CAMPUS TOUR

SPEAK TO FACULTY AT COLLEGE

SPEAK TO ADMISSIONS OFFICER AT COLLEGE

SPEAK TO MY COLLEGE COUNSELOR

ALUMNI INTERVIEW

Offline sources Campus tours critical at first; admissions offers later

Which resources did you or would you use during each phase of the college application process? #EnrollmentGaps

First Choice Attendance Students are influence by how they are treated post-acceptance

23%

15%

26%

34%

21%

34%

I COULDN'T AFFORD IT

I DIDN'T GET IN

THE SCHOOL I ENDED UP CHOOSING WAS MORE HELFUL THROUGHOUT THE PROCESS

I CHANGED MY MIND AFTER GETTING ACCEPTED

NOT SURE

OTHER

Yes 54%

No 19%

N/A Haven't Decided

27%

Percent attending their first choice of colleges

If no, why didn’t you attend your first choice school

Was this your first choice of the colleges to which you had applied? If no, why did you not attend your first choice school?

9% 14%

29%

52% 57%

17% 12% 24%

44%

60% 50%

10% 16% 21%

36%

57% 59%

14%

FRESHMAN YEAR OF HIGH SCHOOL

SOPHOMORE YEAR OF HIGH SCHOOL

FIRST HALF OF JUNIOR YEAR OF HIGH SCHOOL

SECOND HALF/SUMMER OF JUNIOR YEAR OF HIGH

SCHOOL

FIRST HALF OF SENIOR YEAR OF HIGH SCHOOL

SECOND HALF OF SENIOR YEAR OF HIGH SCHOOL

2015 2016 2017

Students’ consideration set Students’ consideration set is decided second half of junior year, first half of senior year

At what points in your college research process did you add colleges to your list of schools to which you would apply? #EnrollmentGaps

Students indicating interest in January-May are still undecided

If they are still looking at you they are still looking at

your peers

EFFECTIVE YIELD STRATEGIES ARE •  Fast

•  More like immediate!

•  Multi-Channel/Network/Device •  Combine the old and new

•  Responsive to Consumer Trends •  Think outside “admissions”

•  Measurable •  All about ROI!

STUDENTS USE A COLLEGE

SEARCH/REVIEW SITE WHEN

RESEARCHING SCHOOLS

Informative Social

Specialized

9 out of 10

Which of the following online resources have you used to research colleges?

Segmenting Digital Tools

#EnrollmentGaps

Most Useful for College Research

11%  

17%  

28%  

40%  

24%  

35%  

41%  

37%  

45%  

40%  

28%  

14%  

20%  

8%  

2%  

1%  

0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%  

Social  media  sites  

Ranking  sites  (e.g.,  US  News  and  World  Report)  

College  reviews  and  scholarships  sites  (e.g.,  

Chegg,  niche)  

College/university  sites  

Extremely  useful   Very  useful   Somewhat  useful   Not  very  useful  

College “.edu” is a marketing vehicle for prospective student outreach

69% Indicate

very-extremely useful

35%

How useful were the following types of sites during your college research?

#EnrollmentGaps

Engage Active Researchers

#EnrollmentGaps

Inquiry Cloud Identify students proactively researching you across the web

•  9 out of 10 students use at least one college search/help website throughout the college search process*

•  Identify students proactively researching and you at the height of their interest

•  Include response to proactive researchers in your overall recruitment communications & digital marketing plans

*Source: The Maturation of Mobile and Social: The 2017 Social Admissions Report, Chegg and TargetX, February 2017

network

Build a Smarter List at the Right Time Leverage DataLab™ to gain actionable insights in real-time.

•  Technology that allows Institutions to make informed decisions at every step of their recruitment funnel

•  Modules –  Class Finder™ –  Enrollment Lens™ –  Smart Predictor™ –  Eduventures Research –  Engagement Analytics

•  700 Institutions using Data Lab™ since 2015.

#EnrollmentGaps

Identify Best-Fit Students Use Class Finder™, for free, to search and segment pre-purchase

•  Free tool to all NRCCUA® undergraduate enrollment members.

•  Find the students who best fit your institution by being able to search and segment millions of profiles nationwide.

•  Identify and analyze your target markets through segmentations such as gender, GPA, major interest, and much more.

#EnrollmentGaps

Focus on What Works Leverage Enrollment Lens™ to bring transparency to your recruitment outcomes

•  A one of a kind industry tool that allows you to visualize and analyze your enrollment data trends and NRCCUA® program outcomes.

•  Gain insight and opportunities in your enrollment funnel.

•  Use this to maximize your budget and outreach.

#EnrollmentGaps

Identify across channels*

Support conversion and yield

46%

65%

44%

35%

TIP Student

Data Inquiries

Declared Students

Legacy

Serve content tailored to

desired next steps

(ex. Visit/Apply)

Select students in DataLab™

Here’s how it could work … Combining strategies and resources to save time and money

*Results may vary depending on the size and quality of data file. #EnrollmentGaps

Here’s another example … Leveraging insights to drive strategy

Identify top feeder high

schools

Geofence top high schools

during fall travel

#EnrollmentGaps

Custom Audience Targeting

50%

5% 5% 12%

18% 21%

31%

Social Media for Communication Half of students say it’s OK to contact via social but platforms are fragmented

Through which social media (if any) would it be OK for a school to contact you?

None of these

-12% YOY

+10% YOY +20%

YOY +33% YOY

#EnrollmentGaps

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 TIP Names/Declared Students/Inquiries

“Big Brother” Digital Marketing Sponsored content is noticed, memorable (not creepy!)

19%

25% 26% 27%

35%

ENCOURAGED ME TO LEARN MORE ABOUT

THE SCHOOL

DIDN'T APPRECIATE THE SCHOOL

INTERRUPTING MY FEED

NONE OF THESE LIKED THAT THE SCHOOL WAS

ACTIVELY TRYING TO REACH OUT

NOTICED THE ADS MORE THEN OTHER

ADS

Yes, 67%

No, 33%

+14% YOY

Have you ever seen sponsored posts or ads from colleges on social media (e.g. Facebook, Instagram, Twitter)? How did you feel when seeing those ads?

Attitudes toward sponsored content Saw a sponsored post for college on the web or social media

#EnrollmentGaps

13%

11%

15%

17%

44%

# of Connected Devices

None

1

2

3

4+

Digital Marketing is Multi-Channel

4 in 10 own 4 or more connected devices

6 in 10 own 3 or more.

Source: Google and TNS, “Consumer Barometer,” August 2016 #EnrollmentGaps

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Average

Social media ads

Very relevant

Somewhat relevant

Somewhat irrelevant

Very irrelevant

Don't know

Relevance of Social Media Advertising Social media advertising is more relevant than general display

Source: Fractl and Moz, "Inbound vs. Outbound: Consumer Perspectives on Marketing Effectiveness," Sep, 2015

Relevance of Digital Ads According to US Millennial Internet Users

#EnrollmentGaps

Make the most efficient use of your data

Purchased Search Names

Prospects

Inquiry Data

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

Here’s One Example: Of the 84,743 records sent, we have the opportunity to reach …

20,000 on Instagram

39,800 on Facebook

17,000 on websites via

Desktop

*We forecast 1 impression/day per user

Building Your Transfer Outreach Action Plan

#EnrollmentGaps

We focused on intent, defined as …

RESPONDENTS WHO ARE LIKELY TO TRANSFER IN THE NEXT 2 YEARS

#EnrollmentGaps

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

#EnrollmentGaps

The Process is Difficult …

(6-10 on 10 pt scale)

51% OF TRANSFERS CONSIDER THE

TRANSFER PROCESS TO BE CHALLENGING

76% OF STUDENTS ARE UNSURE

WHERE THEY WANT TO TRANSFER TO

And …

#EnrollmentGaps

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 #EnrollmentGaps

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

OVER HALF OF STUDENTS DO NOT PLAN ON REACHING OUT

TO ADMISSIONS BEFORE STARTING THE APPLICATION PROCESS.

#EnrollmentGaps

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

#EnrollmentGaps

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?

Location-Based Mobile Advertising

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

¤

¤

¤

¤

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

59  

Defining Context

60  

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.

Audience Poll

What percent of time do we spend on mobile websites vs. mobile apps on our phones?

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

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%

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

Segmenting Your Strategies

#EnrollmentGaps

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 converting inquiries if you support them effectively

Types of Seniors Still Searching

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*

REMINDER: If a student is still researching you, they

are also still researching your peers.

#EnrollmentGaps

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

#EnrollmentGaps

Instant e-mail and phone call, acknowledging that student’s continued interest 1Assign a student ambassador to reach out via phone and possibly a hand-written note 2Invite the student to visit campus one more time, or for out of state students offer virtual visits 3

Supplemental Communication Plan

#EnrollmentGaps

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

Time to be a counselor

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 2If your institution allows, think about deferred admission to the spring semester 3

Supplemental Communication Plan

#EnrollmentGaps

•  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

#EnrollmentGaps

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

Instant e-mail and phone call, acknowledging that student’s interest 1 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)

3If 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

#EnrollmentGaps

•  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

#EnrollmentGaps

eMatch ensures data is accurate and actionable

TIP Student Data

Legacy Students, Automated Online Search

Inquiries, Responders & Declared Students

Applicants

Admitted

Enrolled

Data-Driven Insights + Direct Engagement + Digital Marketing

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

Final Recommendations

#EnrollmentGaps

#1: Focus on Demonstrated Interest and Modeled Data

#EnrollmentGaps

#2: Have a Multi-Channel AND Multi-Device Approach to Outreach

#EnrollmentGaps

#3: Double Down on Transfer Student Outreach (if applicable)

#EnrollmentGaps

#4: Accelerate Your Response Time to ASAP Now.

#EnrollmentGaps

THANK YOU Gil Rogers

gil@chegg.com | @gilrogers

& Learn more at http://datalab.nrccua.org

Research and more at http://edu.chegg.com/insights

#EnrollmentGaps