hacking the college search: key influencers at key phases of the college search
TRANSCRIPT
HACKING THE COLLEGE ADMISSIONS PROCESS Key influencers at key phases of the search, engagement, and decision process
+ Data-Driven Insights, Direct Engagement, Digital Marketing
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Mention:
@NRCCUA & @SocialAdmission
Or talk to the presenter:
@gilrogers
Participate in online polls throughout the presentation
#HackingAdmissions
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
Background
Gain greater insights into high school students’ & new college students’ selection process in choosing a college or university
Confidence: Based on what we consider to be the national population of college-bound students, the margin of error is +/- 3.8% at the 95% confidence level
Survey invitations were emailed to active Chegg.com users. 726 responded.
Survey Dates
February, 2017 Updates to surveys conducted Feb 2012-2016
High School Students
83% Senior 13% high school students who are dual enrolled in college courses
#HackingAdmissions
30%
46%
15% 6%
1% 0% 1%
4.1 OR ABOVE
3.6 - 4.0 3.1 - 3.5 2.6 - 3.0 2.1 - 2.5 2.0 OR BELOW
I DON'T KNOW
Respondent Demographics & Academic Achievement
GPA
of our respondents come from under-served/under-represented communities. ⅓
69% WHITE / NON
HISPANIC
16% BLACK OR AFRICAN
AMERICAN
14% ASIAN
14% HISPANIC
OR LATINO
6% MORE THEN ONE RACE
3% AMERICAN INDIAN
OR ALASKAN
1% NATIVE
HAWAIIAN OR OTHER PACIFIC
ISLANDER
How do you identify yourself? (select all that apply); What is your Grade Point Average (GPA)?
have been accepted to at least one college 2 in 3
DEFINING HACKING Hack verb gerund or present participle: hacking 1. cut with rough or heavy blows. "hack off the dead branches”
synonyms: cut, chop, hew, lop, saw; slash "Stuart hacked the padlock off”
2. use a computer to gain unauthorized access to data in a system.
"they hacked into the bank's computer"
#HackingAdmissions
hacking college admissions
1. To cut out what isn’t working to engage and enroll students.
2. Use digital tools to build a process that works.
#HackingAdmissions
HOW DO WE CUT (HACK OFF) THE DEAD BRANCHES WHILE HOLDING ON TO THE STRATEGIES THAT GET THINGS DONE (THE ONES THAT “HACK IT”)?
#HackingAdmissions
We don’t use a hatchet. We use a scalpel.
WE DON’T USE A HATCHET. WE USE A SCALPEL.
#HackingAdmissions
DISCOVERY
#HackingAdmissions
Audience Poll
How many schools do most students apply to?
Student research frequency Students surveyed applied to an average of 5.8 schools
How many colleges did you research or engage with before deciding to apply? To how many colleges do you plan to apply/did you apply?
15%
27%
19%
38% 34%
31% 24%
11%
0-3 4 to 6 7 to 10 More than 10
research applied
#HackingAdmissions
THOUGH MANY ARE STILL WAITING FOR RESPONSES, STUDENTS HAVE BEEN ACCEPTED INTO AN AVERAGE 3.4 SCHOOLS SO FAR
Audience Poll
When do you have the greatest chance of a student adding you to their list?
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? #HackingAdmissions
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• A one of a kind industry tool that allows you to visualize and analyze your enrollment data trends and NRCCUA® program outcomes.
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• Use this to maximize your budget and outreach.
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Mailings and Recommendations Non-online sources where hear about colleges researched
9% 17%
25% 27%
28% 30%
33% 44%
47% 58%
OTHER (PLEASE SPECIFY)
COLLEGE RECRUITER CONTACTED ME
I HAVE ALWAYS KNOW WHERE I WANTED TO APPLY
TEACHER/STAFF/ADMIN SUGGESTED THAT SCHOOL
FRIEND ATTENDED THAT COLLEGE
SCHOOL COUNSELOR SUGGESTED THAT COLLEGE
FAMILY MEMBER ATTENDED THAT COLLEGE
HEARD ABOUT THAT COLLEGE AT A COLLEGE FAIR
FAMILY MEMBER OR FRIEND SUGGESTED THAT COLLEGE
HEARD ABOUT THAT COLLEGE FROM MAILINGS I RECEIVED
MENTOR, ADS, COACH, SCHOOL FIELD TRIP
How did you hear about the colleges you researched (non-online sources)? #HackingAdmissions
Audience Poll
What are the main criteria students use to add a school to their list?
MAIN CRITERIA WHEN EVALUATING SCHOOLS
OVERALL “FIT”
In order of importance
COST/ FINANCES REPUTATION
LOCATION/ ATHLETICS/
OTHER
#HackingAdmissions
4.7
4.3
4.2
3.7
3.6
3.3
3.3
3.1
OFFERS THE MAJOR(S) I'M INTERESTED IN STUDYING
I BELIEVE I COULD DO WELL AT THAT SCHOOL
THE "FEEL" I HAD WHEN I VISITED THE CAMPUS
I THOUGH I COULD GET IN
SIZE OF COLLEGE POPULATION
DIVERSITY OF STUDENT BODY/FACULTY
THE SCHOOL WILL ACCEPT MY TRANSFER CREDITS
SPECIFIC COLLEGE FOCUS (E.G. RELIGIOUS BASED, ETC.)
What factors are most important? Importance of factors to include a school in consideration set: Overall fit
Average = 3.6
When putting a college on your list of schools you are considering applying to or attending, how influential are/were each of the following?
What factors are most important? Importance (1-5 rating) of factors to include a school in consideration set:
4.5
4.0
4.0
3.3
REPUTATION OF QUALITY OF EDUCATION
REPUTATION OF ON-THE-JOB TRAINING OPPORTUNITIES
SUCCESS OF THEIR RECENT COLLEGE GRADUATES
OVERALL PRESTIGE OF COLLEGE
REPUTATION FOR COLLEGE SOCIAL LIFE
4.3
4.1
4.1
AVAILABILITY OF MERIT-BASED FINANCIAL AID
COST OF TUITION AND HOUSING/MEALS
AVAILABILITY OF NEED-BASED FINANCIAL AID Reputation and
Cost are equally
important factors
Cost/Finances
Reputation
Average = 3.6
When putting a college on your list of schools you are considering applying to or attending, how influential are/were each of the following?
3.8
What factors are most important? Importance (1-5 rating) of factors to include a school in consideration set:
3.6
3.1
3.0
GEOGRAPHICAL LOCATION OF SCHOOL (E.G., TOWN I LIKE, NEAR THE OCEAN ETC.)
CLOSE TO MY HOMETOWN
FAR FROM MY HOMETOWN
2.6
2.1
1.9
AVAILABILITY OF INTRAMURAL AND/OR CLUB SPORTS PROGRAMS
PRESTIGE OF INTERCOLLEGIATE ATHLETIC TEAMS
AVAILABILITY OF ATHLETIC SCHOLARSHIPS
Location
Athletics
Average = 3.6
Location and Athletics are the
least critical
When putting a college on your list of schools you are considering applying to or attending, how influential are/were each of the following?
0%
10%
20%
30%
40%
50%
60%
70% Discovery
After deciding to apply
After being accepted
Most influential online sources remain consistent Ranking and Review Sites Facilitate Discovery
Which online resource(s) did you or would you use during each phase of the college search/application process? #HackingAdmissions
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
#HackingAdmissions
“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
#HackingAdmissions
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
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
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? #HackingAdmissions
Cracking the Code: Check our perceptions Recognize that the influence of channels shifts up and down over time Ensure our message is aligned with student needs
#HackingAdmissions
ENGAGEMENT
#HackingAdmissions
Traditional Ways Can (STILL) Work
Which resource(s) did you or would you use during each phase of the college application process?
College fair and “search” introduce your brand. Build “smart” lists, boost conversion.
0%
10%
20%
30%
40%
50%
60%
70%
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
Read materials that I received at a college fair
Read materials from the college that were emailed or mailed to me (not requested by me specifically)
Read materials from the college that were mailed to me after I made a request
Non-online sources used throughout the application process
Initial screening and sorting
#HackingAdmissions
Smarter lists can help you hit the target
How well matched would you say those colleges that mailed you information were to you?
90% of students do not consider “search” mail to be “well-matched”
Is our message directed to the best matched students?
Well-matched 10%
Not matched 26%
Somewhat Matched
64%
#HackingAdmissions
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
#HackingAdmissions
23%
26%
20%
27%
34%
24%
21%
19%
22%
25%
19%
30%
2%
3%
2%
2%
0%
2%
All Respondents
<3.6 GPA
3.6+ GPA
100% -- I read it all until I made my decision
About 75% -- I read most of it until I made my decision
About 50% -- I read half of it until 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
Half of students throw out half or more of the direct mail they receive
Colleges often send mail (actual paper – brochures, pamphlets, letters) to high school students with the hope of getting that student interested in considering that college. The next few questions deal with this unsolicited mail.
Thinking of the mail in your mailbox you received from colleges that you didn’t specifically request, how much of that mail did you read?
Half of respondents threw away half or more of the unsolicited mail they received
Who are you focusing your direct mail on?
60% of students with GPAs 3.6+ read less than half of their unsolicited mail vs. 44% of those with GPAs under 3.6
Poor matching leads to negative perceptions
How did you or would you feel when you get a message (mail, phone call, email) from a school that you had not previously considered?
Few are students excited about unsolicited communication; 1 in 3 confused or considered it junk mail
How student felt when they received unsolicited communication
6%
36%
41%
36%
32%
3%
Super excited
Interested and wanted to learn more about the school
Did not care because I already knew which schools I was interested in
Was confused about how they found my information
Considered it junk mail
Other
-50% YOY
+10% YOY
1 in 3 students consider unsolicited mail junk mail
Retargeting mainly focuses on students who visited you
Audience Poll
Do students find retargeting “creepy”?
Is “Big Brother Admissions” so bad?
Have you ever visited a college's website and then seen ads for the college elsewhere while you were browsing online? How did you feel when seeing those ads? (base= noticed ads
2 in 3 notice retargeted ads; more noticeable than other ads, but also a little bit creepy
Attitudes toward retargeted ads
23% 23% 27%
37% 38%
None of these It encouraged me to learn more
about the school
I liked that the school was
actively trying to reach out to
I thought it was creepy that the
school was 'following me'
I noticed the ads more than other
online ads
Yes, 67%
No, 33%
Saw an ad online for college after visiting their website
Cracking the Code: PRINT AND E-MAIL ARE NOT DEAD, BUT THEIR COST (PARTICULARLY OF PRINT) WARRANTS A LOOK AT SIZE AND SCOPE OF INVESTMENTS WE CAN BE BETTER WITH OUR MATCHING APPROACHES VARY BASED ON STUDENT ACADEMIC PREPAREDNESS RECALL DOES NOT MEAN INFLUENCE. #HackingAdmissions
APPLYING
#HackingAdmissions
4%
10%
13%
14%
14%
19%
35%
56%
63%
59%
58%
66%
82%
56%
75%
59%
42%
33%
37%
31%
21%
4%
30%
6%
5%
2%
4%
AN APPLICATION FEE REQUIRED
THE SCHOOL REQUIRE MORE THEN ONE ESSAY
THE SCHOOL REQUIRES A SUPPLEMENTAL ESSAY IN ADDITION TO THE COMMON APP
THE APPLIATION IS AVAILABLE IN HARD-COPY
THE SCHOOL REQUIRES AN INTERVIEW WITH SOMEONE ASSOCIATED
THE APPLICATION IS ONLY AVAILABLE ONLINE (NO PRINTED VERSION)
THE SCHOOL OFFERS ROLLING ADMISSIONS
THE SCHOOL ACCEPTS COMMON APPLICATIONS
THE SCHOOL OFFERS EARLY DECISION/EARLY ACTION
Had a positive impact Had no impact Had a negative impact
What Impacts Decision to Apply Logically, things that make it easier are preferred.
Did the following impact your decision to apply to specific schools? #HackingAdmissions
66%
62%
46%
46%
16%
10%
2%
THEY MADE SOME SUGGESTIONS, BUT LET ME FIND SCHOOLS ON MY OWN
THEY PLANNED/ATTENDED COLLEGE VISITS WITH ME
THEY HELPED ME WITH MY APPLICATION/ESSAYS
THEY RECOMMENDED I RESEARCH SPECIFIC COLLEGES
THEY WERE NOT INVOLVED IN THE PROCESS
THEY ONLY LET ME APPLY TO SPECIFIC COLLEGES
THEY HIRED A COLLEGE COACH FOR ME
Parent involvement 2 in 3 parents attend college visits; Half recommend specific schools
How involved are/were your parent(s) in your college search process? #HackingAdmissions
Cracking the Code:
It sounds simple—Things that make it harder to apply are not preferred by students. Things that make it easier, are.
This, can of course be considered when building your strategies.
Strategies for “size” are not the same as strategies for “shape”
#HackingAdmissions
DECIDING
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 BEIN 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? #HackingAdmissions
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?
21%
30%
33%
83%
77%
62%
64%
15%
2%
8%
3%
2%
THIS IS WHERE MY PARENT(S) ATTENDED SCHOOL
I KNOW A LOT OF STUDENTS AT THIS SCHOOL
THIS IS WHERE MY PARENTS WANTED ME TO GO
THIS SCHOOL WAS WITHIN MY PRICE RANGE (AFTER FINANCIAL AID)
Had a positive impact Had no impact Had a negative impact
Parents and Friends Influence Decisions Price range is primary consideration; 1 in 5 said their parent’s alma mater had a positive impact
How did the following impact your decision on where to attend? #HackingAdmissions
Audience Poll
X is the most popular social network for connecting after admission:
Social Sources YouTube used most during discovery, Facebook, Instagram, Snapchat after being accepted
0%
5%
10%
15%
20%
25%
30%
35%
FACEBOOK TWITTER YOUTUBE INSTAGRAM PINTEREST TUMBLR SNAPCHAT
Discovery
After deciding to apply
After being accepted
Social sources used throughout the application process
Which social media platforms did you or would you use during each phase of the college search/application process?
Students Attending a Wide Range of Schools
If you have applied to and been accepted by a college, what school did you end up attending / are you planning to attend?
Cracking the Code:
Finances are still a major concern
Don’t take their deposit for granted
A parent engagement strategy is critical
Visual social platforms are the most effective for post-admit engagement
#HackingAdmissions
THANK YOU Gil Rogers
[email protected] | @gilrogers
& Get started today at http://datalab.nrccua.org
#HackingAdmissions
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