Recent data from University Business indicates that over half of higher ed administrators anticipate an increase in transfer student enrollment in the coming years. With the continued growth of opportunity comes the increased importance in differentiating your institution. More and more transfer student recruitment is becoming a critical part to how institutions achieve their enrollment goals. However, traditional practices for finding and engaging transfer students don’t always work. Leveraging online tools, colleges and universities can save time, save money, and recruit smarter by focusing on three main strategies: -- Find students actively researching you or are a best fit match based on their profile -- Leverage retargeting to focus ad impressions on students actively researching you at the height of their interest -- Utilize mobile and social outreach to build your brand on the specific community college campuses and students you are trying to reach This presentation uncovers recent research that uncovers how and where prospective transfer students research and prefer to be in contact with the 4-year colleges they are considering.

1. BUILD YOUR
TRANSFER
OUTREACH
ACTION PLAN
+

2. 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

3. 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

4. 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

5. 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

6. 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 2017Source: 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

7. WE ASKED:
WHY TRANSFER?
WHAT CHALLENGES?
WHAT RESOURCES?

8. 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. 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)

10. 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

11. 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)

12. 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?

13. 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?

14. Area of
study
93%
Top 5 factors influencing schools
considered for transfer
Availability of
Scholarships
47%
Cost of
Tuition
61%
Transferrable
Credits
47%
Availability of
Financial Aid
50%
3 out of the top 5 things influencing transfers are financial.

15. 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

16. We focused on intent, defined as …
RESPONDENTS WHO ARE
LIKELY TO TRANSFER IN
THE NEXT 2 YEARS

17. 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

18. The Process is Difficult …
(6-10 on 10 pt scale)
51% OF TRANSFERS
CONSIDER THE
TRANSFER
PROCESS TO BE
CHALLENGING

19. 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.
“
”
“ ”
“
”

20. 76%
OF STUDENTS ARE UNSURE
WHERE THEY WANT TO
TRANSFER TO
And …

21. 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

22. 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)

23. OVER HALF OF STUDENTS
DO NOT PLAN ON REACHING OUT
TO ADMISSIONS
BEFORE STARTING THE
APPLICATION PROCESS.

24. 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

25. 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

26. 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

27. 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

28. 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?

29. Retargeting
Re-Engage visitors once they have left your “.edu”

30. Retargeting mainly focuses on students who visited you

32. 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

33. 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
¤
¤
¤
¤

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

35. 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. 3
6
Defining Context

37. 3
7
Defining Context with Location

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

39. 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.

40. 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

41. 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

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

43. 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

44. 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.

45. Track Conversion from the Initial Click…

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

47. 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

48. Join us tomorrow!
Register now at
www.eduventures.com/events

49. You’re Invited!
Register today at
http://www.eduventures.com/eduventures-summit-2017/