Location-Based Mobile Advertising is an exciting technology that may be used to reach targeted students where they are. Whether you are trying to reach potential transfer students on a community college campus, potential grad students downtown, or potential undergrads at their high school, "geofencing" can be a great way to focus in on those locations and drive targeted advertising volume. However, not all geofencing is the same. It can be very easy to drive a high volume of impressions with low engagement, leading to questionable ROI. This webinar will focus on the "Do's and Don'ts" of digital marketing; specifically with regard to mobile advertising strategies and how to avoid some of the pitfalls while putting yourself in the best position for success.

1. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
1
Mobile Marketing for Higher Ed 101
Beyond Geofencing
+
Data Insights, Direct Engagement, Digital Marketing

2. 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 …

3. 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. 4
Current Trends in Student Perspectives

5. 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

6. 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
+ +

7. 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

8. 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?

9. 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
¤
¤
¤
¤

10. Location-Based
Mobile Advertising
Reach Students On-the-Go,
Where They Are

11. 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. 1
2
Defining Context

13. 1
3
Defining Context with Location

14. Dynamic targeting zeros in on the strongest performing locations
Standard Geo-fence
Chegg’s Geo-fence
NRCCUA Geo-fence

15. 2-Year Schools
Corporations,
Military Bases
ESL Centers &
Boarding Schools
Target potential
students anywhere
with location-
verified media on
their mobile devices
High SchoolsHigh School &
Transfer Fairs
Concerts, Events, Open
Houses, Airports, etc.

16. 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

17. 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

18. Reach students across 100K apps around the world*
Social Entertainment Sports
News &
Info
Interests Local Music
* Over 35K apps in the U.S.

19. 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

20. 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.

21. Social Media Advertising
List Loads, Lookalike Audiences, and More

22. 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?

23. 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

24. 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

25. Interactions Matter
Nearly 40% of students say interactions
they have on social media influence
where they enroll.
#SocAdm17

26. • 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
Pinterest
LinkedIn
Instagram
Twitter
Facebook
% of respondents

27. 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

28. Audience Targeting Advertising on Facebook
Demographic
Interests
Behaviors
Custom Audience List Loads
Lookalike Audiences
Broadest
Most
Precise

29. 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

30. CUSTOM AUDIENCE TARGETING

31. What are you doing with your DATA?
PURCHASED LISTS
INQUIRIES
NON-COMPLETES
ADMITTED STUDENTS
APPLICANTS
ENROLLED STUDENTS
ALUMNI
NON-RESPONDERS

32. First-Party: Data YOU Own
CRM Data • Purchased Lists • Referral Data
Purchased Chegg Inquiries/Matches • Retargeting Data from .Edu Site

33. 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

34. Cross-Channel Tracking & Attribution

35. 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

36. 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%

37. 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

38. Track Conversion from the Initial Click…
#SocAdm17

39. Track Conversion from the Initial Click…
Track Conversion
from other devices
after the first view

40. Keeping it Under Control
Methods for keeping your campaign running on a
shoestring budget

41. How do I avoid doing this?

42. 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

43. 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

44. 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

45. Combining the Old and the New

46. Print and e-mail still still play a major role.
Building a better list is key.
Source:: STAMATS TeensTALK Study, 2016

47. 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 them92%
2017 Social Admissions Report

48. Multi-Channel & Open To Engagement
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)

49. 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

50. 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

51. Thank you!
Gil Rogers, Director of Enrollment Marketing
gil@chegg.com
Recording and Slides: http://edu.chegg.com/insights
Learn more at http://datalab.nrccua.org