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New Approaches for Prospective Student Engagement
2014 TxGAP Conference
The leading, students first, connected learning platform
We currently serve 46% of college
students in America
Methodology & Demographics
• 1,300 registered Chegg students • Surveys fielded in February and April, 2014
• Respondents either intend to apply to
graduate school in the next 12 months or are enrolled in upper-level courses at their current 4-year school
• Objective is to identify current preferences for researching and being contacted by graduate school programs
Intention to Attend Graduate School
When does grad school become real?
2% 6% 16%
35% 31%
9%
High school
1st year of undergrad
2nd year of undergrad
3rd year of undergrad
4th+ year of undergrad
A9er gradua:on
Started researching
3 in 5 Have started to research schools by junior year
66%
Why Grad School?
8%
9%
24%
27%
29%
36%
45%
49%
Other
I want to defer student loans
The economic climate is bad; it’s a good Ame to get a graduate degree
I want to teach higher educaAon
I want to stay in school/keep learning
My career choice requires a graduate degree
A graduate degree is expected in my field
I am interested in research/ specializaAon
-15% YOY
Factors influencing decision to attend grad school
Pursue PhD, change careers
+19% YOY
Full-time or Part-time?
7
7
60% 22%
10% 8%
Definitely Probably
Definitely
Probably
Full Time: 82%
Part Time: 18%
Implies reliance on sources other than personal earnings for tuition & living expenses during this time (Moving home, downsizing, taking on loans, etc.)
The Application Timeline
4 in 10 students have started their graduate school application by their senior year
44% 37%
99%
56% 63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Junior Senior Recent Grad When do you expect to receive your undergraduate degree?
Planning to apply in the next 12 months
Working on my apps now
Longer “lifetime” to Grad inquiry
More focused than their undergrad search
How many grad schools do you think you’ll apply to?
5.4
3.6 4.3 4.2 4.0 3.8 3.7 3.5
3.0 3.0
A smaller consideration set means high stakes for students and schools alike
Key Influencers
Factors in Deciding Where to Apply
Finances are Top Influencer
75%
61%
59%
57%
53%
47%
36%
22%
22%
19%
18%
15%
9%
7%
Cost of tuiAon
ReputaAon of program overall
LocaAon & se[ng
Admission Requirements (GMAT, GPA, etc.)
Post-‐grad employment and salary prospects
ReputaAon of the insAtuAon overall
Size of endowment & grants available
Strength of research program
Living expenses
Type of school (Public or Private)
Size of the program
Specific notable faculty in the program
Student life
Size of the insAtuAon
Cost trumps other factors by a wide margin. Program reputation is an expectedly important consideration, however, location is an equally important factor. Surprisingly, the presence of specific notable faculty is a minor consideration among this audience.
Financial concerns are top on students’ lists (admissions is still looming, though)
Tuition/Financing
22% Standardized
Tests
15% Essays/
Statements
10% When asked “What is the ONE thing about the grad school search that keeps you up at night?”
Lesson here: Promote: Affordability, outcomes, value of degree
Research and Information Sources
Top Sources of Information
81% Students use search engines to research
grad schools
VS < 25% Students use graduate
school fairs to research schools
• Side by side comparisons • Ratings • Reviews • Rankings
• Good for students in pipeline
Over three-quarters of students use your “.edu” to research your graduate programs
30% of students use magazines and online publications
What are you doing to drive students to
your .edu?
What are you doing to get your literature in
their hands?
Use of Social Media
A lot 12%
Some 26%
Not much/
not at all 62%
Where to apply Influence of social media
A lot 11%
Some 27%
Not much/
not at all 62%
+19% increase YOY +58% increase
YOY
Where to aGend
Social channels are fragmented, ineffective
Only 20% of students use Facebook to research graduate schools. (ex. Asking friends and family for advice)
16% of students used LinkedIn when researching graduate schools. (ex. Looking for jobs/qualifications)
However, only 10% of students overall indicated using social media when researching which graduate school to attend
Student behavior is changing
• Are you keeping up? Students are your story
Let their experience and outcomes “own” social
Preview of Chegg Student Tools
The Chegg Student Lifecycle
Get matched to scholarships
Connect to classmates
Study help
Get matched to internships
Profs & course reviews
Rent or buy [e] textbooks
Schedule courses
Explore grad & transfer schools
Get matched to schools
Access materials & study tools
HIGH SCHOOL" COLLEGE" POST COLLEGE"
Finding Grad Schools on Chegg
Scholarships to Increase Affordability
Degree Pages to Inform Decisions
Mobile Engagement
Matching best-fit programs with major/program of interest while students are on-the-go! Show expected career outcomes alongside your institution’s program Clear call-to-action for students to request information from you
Recommendations & New Methods
Driving Interest and Applications
Awareness Research/Evaluate
Apply & Enroll
Build Awareness with Branded Boxes & Inserts
Your institution branding wrapped around boxes of textbooks rented by Chegg students in your target markets Institutional literature and information inserted in boxes on top of their required course materials
Inbound student inquiries drive applications
Be Present as Students Research and Evaluate
Drive Applications with Co-Branded Email
Continued engagement throughout the academic year, driving applicants and ultimately enrollments Additionally, the Chegg team can manage your online recruitment of students on sites like Gradschools.com, Degreed, and more!
Save Time Be there every step of the
way, engaging students with your institution throughout
their college search.
Introduce your institution to students who may not have
heard of you, and pay only for the responders.
Connect with students researching your institution
at the height of their interest, across the web via
the Chegg Cloud.
Save Money
Recruit Smarter