Chegg and UM Collaboration Reveals How Brands Can Engage with College Students Beyond Back-To-School

September 22, 2016 | Share this article

NEW YORK, Sept. 21, 2016 — Chegg, the Student Hub, and global media agency, UM, recently collaborated to better understand how today’s 18 to 24 year-olds are impacted by defining moments during their college years – a major transition period. The study, entitled “College Matters,” defines these critical moments and reveals how brands can meaningfully engage and connect with this audience. Chegg and UM will jointly present the findings at the Youth Marketing Strategy conference in New York City on September 21, 2016.

“Becoming a college student and subsequently entering the ‘real-world’ are pivotal, transitional times for young adults,” said Mitch Spolan, EVP of Brand Partnerships at Chegg. “By surveying this audience, we uncovered how brands can support and engage college students, a large cohort of future consumers with great future spending power, in a memorable way during key periods in their life.”

Students experience a series of defining moments throughout their college careers, starting with the application process for admission.

Regardless of their year in school, many of the most meaningful moments for college students typically occur early in their college journey. When asked to think about their most significant experiences over the past several years:

— 76% remembered the first college that accepted them
— 75% reported doing well on their first test
— And 71% acknowledged getting their first bad grade

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