building your transfer outreach action plan
Post on 22-Jan-2018
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BUILD YOUR TRANSFER OUTREACH ACTION PLAN +
Data 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 Insights
Direct Engagement
Digital Marketing via Mobile and Custom Audiences
Student Data
DataLab™
List Building & Outreach Support
Role-Based
Research
Student Insights
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
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
Methodology
30% Been enrolled
for 1 year
Email Survey of 671 community college students who are considering transferring
70% are enrolled full time
65% Have been studying
2 yrs or less
93% will consider transferring
to public college
39% will consider transferring
to private college
3 in 4 would transferring to a school in same state /
different city
1 in 4 would consider transferring to another state
23% Had been enrolled
at 4 year school
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
WE ASKED: WHY TRANSFER? WHAT CHALLENGES? WHAT RESOURCES?
92%
58%
15%
10%
10%
8%
7%
5%
5%
2%
2%
3%
In order to pursue a 4-year degree
I always planned on transferring to another school
My school does not offer the major I want to study
I am not satisfied with my current school socially
I am not satisfied with my current school academically
I am not satisfied with my current school's location
I recently moved/plan on moving to a new city
I just want a change – no particular reason
I am not sure what I want to study and want to explore my options
I am not satisfied with the living/housing situation
I am looking for a less expensive college
Other financial considerations
Pursuing a 4-year degree is the biggest reason for transferring
Which of the following are the reasons you are considering transferring?
9%
12%
12%
25%
25%
28%
52%
58%
78%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Earn a certificate
Fulfill requirements to apply to a graduate program
Learn a new skill/trade
Fulfill my general interest in learning/continuing education
Establish a good GPA (my college GPA was not strong enough)
Establish a good GPA (my high school GPA was not strong enough)
Complete a BA/BS degree
Receive my AA/AS degree
Fulfill requirements to transfer to a 4-year college/university
Transferring and receiving AA are current goals
What are the current goals that you are working toward in school? (check all that apply)
Students are confident about being successful, but concerned that credits won’t transfer
20%
27%
17%
26%
23%
30%
26%
34%
73%
65%
37%
13%
0% 20% 40% 60% 80% 100%
I am confident that investing in a four year degree will pay off in the long-term
I feel confident that I will be successful at a four year school
I felt prepared to attend a four year school after high school but chose to attend a two year school in order to save money
I am concerned that my credits won't transfer
Completely disagree Somewhat disagree Somewhat agree Completely agree
72%
40% 39%
32%
22%
11% 9%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cost Was unsure of my major
I wasn't ready for a four year
school
Wanted to be close to home
Fit in with my work schedule
I was not accepted to my first choice four
year school
Program of study AA/AS was end goal
Cost is largest reason for transfer
Many indicated
family or a significant
other
Why did you choose to attend the school you are currently attending? (select all that apply)
Cost and Class Difficulty are Biggest Concerns
82%
56%
40%
31% 27%
5% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Cost Difficulty of classes Adjusting socially Student/teacher ratio Class size None of these Other
What are some of your concerns about transferring to a four-year school?
51% 48%
39%
21%
16% 15%
5% 2%
0%
10%
20%
30%
40%
50%
60%
Financial Aid/FAFSA
I am working and contributing my
own income
My parents/other family members are contributing
Grant (e.g. Pell grant)
Scholarship Student loans Work/study program
Military benefits
Half of students are relying on financial aid How are you currently paying for college?
How are you currently paying for college?
Area of study
93%
Top 5 factors influencing schools considered for transfer
Availability of Scholarships
47%
Cost of Tuition
61%
Majors/areas of study offered at that school 91 Cost of tuition 67 How many of my credits will get transferred 53 Financial aid available 53 Scholarships available 49 Location -- I want to stay in the same general location/city 43 Acceptance likelihood -- I am only applying to schools I am likely to get into 41 School prestige or reputation 37 Location -- I want to be in a different location/city than I 34 Cost of housing and other expenses 34 School ranking 28 Student services (tutoring, support, career services, etc.) 28 Size of school 22 Availability of on-campus housing 19 Acceptance likelihood -- I am applying to schools that are a stretch for me 16 Academic difficulty 13 I know people at that school -- friends or family members 12 Online courses/programs available 12 Sports programs at college (as an observer or participant) 8
Transferrable Credits
47%
Availability of Financial Aid
50%
3 out of the top 5 things influencing transfers are financial.
Online degrees
Biggest benefits are: • Flexibility with schedule (45%) • Offering a specific program that I am interested in (28%) • Cost (25%)
Transfer students would consider finishing a bachelor’s degree online
1 in 3
We focused on intent, defined as …
RESPONDENTS WHO ARE LIKELY TO TRANSFER IN THE NEXT 2 YEARS
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
The Process is Difficult …
(6-10 on 10 pt scale)
51% OF TRANSFERS CONSIDER THE
TRANSFER PROCESS TO BE CHALLENGING
What students find the most challenging part:
There is not a lot of information on college websites dedicated to transfer students.
Knowing what school will fit me best academically and socially.
Not a lot of resources are devoted to transfer students. It's very hard to find roommates or housing. There's no community or even a Facebook page. It feels a lot like I'm the only transfer student there. It'd be nice if there was some type of group page where people could find roommates or get to know other people before going.
“ ” “ ” “
”
76% OF STUDENTS ARE UNSURE
WHERE THEY WANT TO TRANSFER TO
And …
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
49% OF RESPONDENTS ARE ACTIVELY SEEKING OUT OR PLAN ON SEEKING OUT INFORMATION ON DIFFERENT SCHOOL OPTIONS… … 18% PLAN TO SEE OUT ADDITIONAL INFO (i.e. are still looking)
OVER HALF OF STUDENTS DO NOT PLAN ON REACHING OUT
TO ADMISSIONS BEFORE STARTING THE APPLICATION PROCESS.
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
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?
Retargeting Re-Engage visitors once they have left your “.edu”
Retargeting mainly focuses on students who visited you
Retargeting Tips: • Serve specific ad creative tailored to the transfer process
when visitors have been to your transfer section (i.e. avoid “general branding”)
• Ensure ad units include key terms and phrases you know are of concern to the transfer audience (affordability, ease of credit transfer, etc.)
• Leverage frequency capping to stretch your ad impressions further and optimize effectiveness
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
¤
¤
¤
¤
Location-Based Mobile Advertising
Reach Students On-the-Go, Where They Are
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
36
Defining Context
37
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.
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
Landing Page Tips: • Ensure the page visitors land on is mobile-friendly (you
are reaching them on a mobile device, after all!)
• Easily surface content that addresses key concerns (cost/transfer credit process/community) - Custom interactions are great for this!
• Leverage conversion tracking to measure overall ROI of your campaign.
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
Join us tomorrow! Register now at
www.eduventures.com/events
You’re Invited! Register today at
http://www.eduventures.com/eduventures-summit-2017/
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