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

Participate! Tweet using #HackingAdmissions

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

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

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?

38% 34%

31% 24%

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%

52% 57%

17% 12% 24%

60% 50%

10% 16% 21%

57% 59%

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

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.

#HackingAdmissions

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.

#HackingAdmissions

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.

#HackingAdmissions

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/

#HackingAdmissions

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:

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

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

What factors are most important? Importance (1-5 rating) of factors to include a school in consideration set:

GEOGRAPHICAL LOCATION OF SCHOOL (E.G., TOWN I LIKE, NEAR THE OCEAN ETC.)

CLOSE TO MY HOMETOWN

FAR FROM MY HOMETOWN

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

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

5% 5% 12%

18% 21%

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!)

25% 26% 27%

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

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!)

FIRST CONTACT REMINDERS RE: DEADLINES

REGARDING APPLICATION

REGARDING ADMITTANCE

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.

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

#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%

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

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

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

-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

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

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

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

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

Yes 54%

No 19%

N/A Haven't Decided

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?

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

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

gil@chegg.com | @gilrogers

& Get started today at http://datalab.nrccua.org

#HackingAdmissions

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Up Next: Bridging Your Enrollment Gaps May 23, 2017 3 PM ET

Hacking the College Search: Key Influencers at Key Phases of the College Search

Education