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Integrated Marketing Communications Plan

Chegg, Inc. MK 332 Section 01 Professor Markos Tim Brown Brittany Fouskas William Lombardi Max Shaller

Integrated Marketing Communications Plan 2

I Executive Summary

Our group decided to work on Chegg.com, an online website founded in 2007 that

allows college students to sell and rent textbooks. From our primary research, we found that a

vast majority of college students had not heard of Chegg.com and realized that brand

recognition is the most important element that Chegg needs to improve on. Chegg’s current

advertising and promotion campaigns gear towards humor to its consumers. Chegg, Inc.. needs

to be in every aspect of the college students’ life and our goal is to have Chegg in their evoked

set as the place to rent textbooks.

The three parts of this Integrated Marketing Communications plan includes the

Advertising Promotion, Direct Marketing and Sales Promotions. In the Advertising Promotion

segment of our IMC plan we will advertise on television stations and websites that college

students would most frequent as well as literature directed towards prospective college

students. Our Direct Marketing plan would include hiring and recruiting college representatives

to go onto college campuses in order to promote Chegg.com by handing out literature and

discounts for students with its logo. Sales Promotions can include sweepstakes and green

sustainability initiatives.

Our objective with Chegg’s Integrated Marketing Communications plan is to increase

brand awareness. Chegg is already #1 in the textbook rental industry, though through our

integrated marketing campaign, we aim to increase our overall market share in the college

textbook industry.


II Situation Analysis

Chegg, Inc. is a Santa Clara based company in the textbook rental industry which allows

users to borrow books “for a semester, a quarter, or just 60 days” (Mills). It is reported that

Chegg currently has 159 current employees who are registered under LinkedIn (LinkedIn).

The strengths of Chegg, Inc. include that the brand has affordable prices for college

students, the website is universally accessible and is relatively easy to use. Chegg does not

have physical locations, but anyone who has access to a computer is able to rent textbooks at

the click of a mouse. Chegg also has reputable customer service, which offers a “30‐day any

reason guarantee” for students to return textbooks and receive a full refund.

In order to gain further insight into the Chegg brand, we conducted exploratory research

in the form of a survey. We distributed the survey to fifty individuals, with twenty five being

females and twenty five being males. According to our results, twenty nine (42%) of our

respondents responded “no” when asked whether they had heard of Chegg.com before (See

Appendix: Survey Results #1). Chegg.com was created by Oshman Rashid and Aayush

Phumbhra and they launched their textbook renting services to over 6,400 colleges country‐

wide in 2007 (Crunchbase). The fact that Chegg is still a fairly new company may explain why

the company has somewhat of a low brand recognition. It may be experiencing high start up

costs and may not yet have the resources to advertise heavily. Wherever weaknesses lie,

however, there are always opportunities for improvements. For instance, Chegg operates in

textbook rentals, which is a recent emerging industry. In a time where textbook prices are

“increasing at an average of 6 percent per year” and have “tripled from December 1986 to


December 2004,” Chegg has an opportunity to capture a large percentage of the market by

offering much more affordable textbooks through rentals (Longley). According to our survey,

thirty seven respondents (74%) said that they would consider renting textbooks (See Appendix:

Survey Results #3).

Just like many other companies experience, competition could pose as a serious threat.

College and university bookstores as well as websites such as EBay and Amazon are often the

sources that college students turn to when they purchase their textbooks. Additionally, policies

at certain colleges and universities may stand in the way of Chegg promoting its services to

students, as some institutions do not allow representatives from companies on their campuses.

Additionally, while the rising costs of textbooks may be an opportunity for Chegg, it may also be

a double edge sword. If textbook prices continue to climb, Chegg may be forced to raise their

rental prices in order to maintain profits, which could turn current and potential customers

away.

III Target Market Analysis

Our target market is college students between the ages of 18 and 24, while our

alternative target market is college‐bound high school juniors and seniors. Preferably, we

would like to advertise and promote Chegg to the continental United States for shipping

purposes. Our survey was targeted towards our primary target market. We received responses

from both males and females between the ages of 18‐24, of which 94% were current college

undergraduates (See Appendix: Survey Results, Level of Education). In the future we plan to


conduct further research that will be targeted specifically towards our alternative target

market.

Demographics

Our secondary research indicated that an overwhelming 87% of Chegg’s renters are

undergraduate college students, which includes freshmen (23%), sophomores (26%), juniors

(23%), and seniors (15%). The other 13% of Chegg’s renters are composed of graduate students

(9%) and “other” (4%), which may include high school students. 70% of Chegg’s renters are

females while 30% are males. Furthermore, 67% of students who use Chegg are full‐time

students while 33% are part‐time (Who’s Funding).

Psychographics

The results of our survey provided us with some great insight into the lifestyles and

attitudes of our target market. When asked, “When purchasing textbooks, how important is

price to you?” the majority, thirty one respondents (62%), responded that price was “very

important” (See Appendix: Survey Results #2). When asked about their level of agreement with

the statement, “My purchase decisions are influenced by coupons, discounts, and other

promotional offers,” sixteen (32%) strongly agreed and eighteen (36%) agreed (See Appendix:

Survey Results #5). This data seems to indicate that students tend to search for the best deals

and lowest prices when purchasing textbooks. They are heavily influenced by coupons and

discounts, which is something that should be kept in mind for future promotional efforts.

Ultimately, students are very price conscious and are interested in saving money in any ways

that they can. In our survey, students selected multiple sources when asked, “Where do


you purchase your textbooks from?” which suggests that students tend not to be very brand

loyal (See Appendix: Survey Results #4). If Chegg offers textbooks at prices that students

consider to be inexpensive, they may be able to attract any student, no matter where they may

have previously purchased textbooks from. According to ExpertClick.com, "generation Y

members are risk adverse, mistrustful of mass media and can best be reached through word‐of‐

mouth promotion, celebrity testimonials, loud and quick visuals, and advertisements that

reflect their lifestyles and core values in humorous and emotional ways... They (also) enjoy

music, movies, television, friends, and dining out. They have money to spend, but are fickle

consumers. They are fashion, trend, and brand conscious, but change brand loyalties quickly."

(Expert Click)

IV Positioning Strategy

According to our research findings, Chegg, Inc.’s major competition is Ebay (32%),

Amazon (64%), Barnes and Noble (16%), and college bookstores (78%) (See Appendix: Survey

Results #4). EBay.com, which owns Half.com positions their website as selling textbooks at

“half” the price of other textbook sellers. Amazon.com positions their products as having

discounted prices compared to other companies because they offer a “used” option where

consumers can buy textbooks and other products that have been previously owned.

Meanwhile, Barnes and Noble have optimized their brand recognition because they have

locations around the country in addition to their accessible website. Bookrenter.com, another

competitor, offers consumers the option to rent textbooks just like Chegg. College bookstores

provide students with ease of access and convenience as they are located within close


proximity of college dorms. Also, some college bookstores such as Quinnipiac University have

even picked up on the textbook rental trend. Our positioning strategy for Chegg.com is to show

consumers that they can rent textbooks at the optimal price, saving them the most money

compared to these competitors. Chegg should be positioned as having ease of use to its

consumers and should be the best option when searching for textbooks to rent. Renting

textbooks from Chegg should be looked at as the most profitable choice for our consumers as

compared to buying textbooks used. Ideally Chegg should be the very first brand in the target

market’s evoked set when they need textbooks

V Marketing Communications Objectives

Brand recognition is our most important objective for Chegg. As aforementioned, 42%

of our survey respondents declared that they had never heard of the Chegg brand before and

missed out on an opportunity to save money on textbook purchases. This is something that

definitely needs to be improved. By increasing awareness, our objectives are ultimately to

increase sales and market share. Chegg, Inc. had estimated revenue of almost $50,000,000 in

September of 2010, when textbook buying by college students is at its peak (TechCrunch).

While that number may seem pretty large, we feel that Chegg has even more potential.

We found that brand loyalty in the textbook industry is not very common amongst our

target market. Building brand loyalty for Chegg is also a major objective; we hope to achieve

brand loyalty through advertising and promoting Chegg as the most affordable option for

textbooks.


VI Message Strategy

Our message strategy is to utilize both affective and conative advertising. In our

affective strategy we will utilize humor in our advertisements to gain the attention of our target

market, which tends to be one of the most effective ad appeals. According to a recent survey

conducted by Anderson Analytics, websites such as Facebook, Youtube, and CollegeHumor are

amongst some of the websites most frequented by college students (“Most Visited Websites by

College Students”). We will look to promote Chegg on websites such as these. In addition, we

hope to conduct in depth‐interviews with people who fall under our target market to find out

more about websites and television channels that they tend to go to. Designing catchy,

appealing advertisements that can make our target market laugh but still be able to effectively

get our message across that Chegg can save students the most money is essential.

In another strategy we will use affective advertising to sympathize with consumers who

have been paying too much for textbooks. We will attempt to show students that renting

textbooks is more sensible than purchasing textbooks and Chegg.com is the place where you

can find the most affordable options. There is no need for students to pay an “arm and a leg”

for their books.

The advertisements that Chegg currently uses sympathize with consumers by “poking

fun” at how much the average college student pays for their textbooks and encourages

students to go to Chegg.com to save money.

Our conative strategy connects these two themes. We plan to include “call‐to‐action”

links during our internet advertising as well as providing discounts and promotions on our


advertisements. Promotions will include, but are not limited to, a customer loyalty program

and a ‘going‐green’ initiative. Currently through Chegg, “a tree is planted for every textbook

rented” and to date roughly “1.5 million trees were planted to combat the estimated 4 million

trees consumed over the past three years (Crunchbase). We will use social media to draw

attention to our promotions and discounts for Chegg.com by utilizing websites such as

Facebook.com. At this point we have brainstormed and even begun to design some examples

of advertisements that we would use in our IMC campaign for Chegg (See Appendix: Mockup

Ads).

VII Media Plan

Our objective for our media plan is to most effectively reach our target audience

through the outlets that they frequent most so they are aware of Chegg, Inc. and the money

that they could be saving on college textbooks. Chegg, Inc. has estimated revenue of almost

$50,000,000 as of September 2010 (TechCrunch), so our team decided to take 10% of this

revenue and put it towards our Media budget. The outlets we chose are Digital, Cable

television, Out‐of‐Home advertising as well as Direct Marketing. We decided not to use print

outlets such as magazines and newspapers because only 8% of our target market are heavy‐use

users of newspapers. There is a large spread of magazines that our target market uses;

however, there was not a magazine that our team could pinpoint that would make advertising

worthwhile through this outlet. (MRI Plus)


Digital

The websites that our team decided to use for our Digital Plan are PerezHilton.com to

reach our female target and BarstoolSports.com to reach our male target. According to Perez

Hilton’s media kit, 59% of the website demographics are composed of ages 21‐34 and 20% of

the demographics are composed of ages 18‐20. 86% of the demographics of

BarstoolSports.com have attended college, and the female to male ratio is 88%:12%.

According to WebsiteShadow.com, 70% of the demographics are males, 34% of the

demographics are between the ages 18‐34, 43% have attended undergraduate school and 23%

have attended graduate school. Estimated daily unique visitors are close to 74,000. Perez

Hilton’s advertising opportunities feature website takeovers, pre‐rolls and video insertions

where we can display our commercials, custom website skins and mobile opportunities as well

as standard display advertisements (728x90, 300x250 and 160x600). We are spending

$1,032,000 total on our Digital Advertising.

Our digital advertising will satisfy a continuous schedule to keep brand awareness

throughout our marketing campaigns. Our display advertising will be kept at a low to medium

frequency to keep our brand in our consumer’s evoked set.

Cable Television

According to MRI Plus, 32.9% of our target market watch ABC Family (138 index), 42.3%

watch Comedy Central (180 index), 32.8% watch FX (163 index), and 45.3% watch MTV (278

index). In addition, 23% of our target market watches MTV2 (360 index) and 26% watch Adult


Swim (350 index), a late‐night programming segment on Comedy Central. The ideal time to

advertise on these stations is a few months before the Fall and Spring semesters begin. Our

Cable Television plan will have a flighting schedule and will strategically place our

advertisements on months such as July/August and December/January on most of these

stations. We are spending $3,270,000 total on our Cable Television budget.

Out of Home

Our team decided to use a lot of guerrilla marketing tactics to reach our target market

effectively and show students how much money they could be saving by renting from Chegg.

The logo for Chegg, Inc. is the ‘Chegg‐Egg’ (half chicken, half egg), so through our marketing, we

will incorporate the logo to increase brand awareness. One tactic is to go to large college

campus sporting events, such as football, hockey, and soccer games, and toss Chegg T‐Shirts

and plush eggs with promotion codes into the stands for students to redeem online in order to

receive discounts on their textbook rentals. Our Chegg‐Egg mascot will make its way across

campuses and hand out promotions to students. To promote the money saving benefits of

Chegg, Inc. we would stress to students how much the average student spends on college

textbooks and come up with creative ways to demonstrate what else students could buy with

that money. We decided that traditional billboards that companies use for media plans are not

effective for our target market because college students spend most of their time on college

campuses. Our total Out of Home expense is $360,000


Direct Marketing

Our direct marketing follows the 3 R’s of Recognition, Rewards and Relationships to

develop loyal customers and create brand equity. Our target audience’s preferred media outlet

proves to be on the internet. According to Edison Research, consumers between the ages of

12‐24 spend most of their time online compared to television, radio, video games, telephone,

magazines and newspapers. This statistic is rapidly growing. In 2010, these consumers spent

on average 2 hours and 52 minutes online per day compared to 59 seconds in 2000.

VIII Direct Marketing to Prospects

Through our Guerilla Marketing strategies, we will access colleges with over 42,000

students to reach a large portion of our target market. When we give away our “Chegg‐Eggs”

we will put direct‐response promotions where the recipient of the Chegg‐Egg can enter the

promotion code that they receive. This promotion code will either allow them to receive half

off their next textbook rental, a free textbook rental, or a buy one, get one free textbook rental,

depending on what message they receive. When the potential customers enter in their

promotion codes, they will be asked to provide a valid e‐mail address, which will automatically

put them into our database of customers. Underneath the e‐mail address there will be a box

that the consumer can uncheck if they do not wish to receive coupons or additional rewards

that they can receive by e‐mails. However, this does not exclude them from receiving e‐mails

during peak seasons to remind them to rent from Chegg. Our goal for this is to combine

permission marketing as well as keeping our customers engaged.


IX Direct Marketing to Established Customers

When we have a database of our established customers that continuously grow through

our promotions, we will send e‐mails during peak seasons to remind them to rent their

textbooks from Chegg. In the e‐mail additionally will be a sample of “new rentals” and “rentals

that are on sale.” The established customers that have checked the box that they wish to

receive e‐mails and rewards will receive a monthly newsletter and will automatically be entered

into our Preferred Customer Program. Every time someone makes a purchase, we will send out

a thank you notice.

Search Engine Marketing

Our Search Engine Marketing team will use Google Adwords and Yahoo Panama

because Google and Yahoo are the number 1 and number 2 search engines that consumers use

("Top 10 Search Engines ‐ Top Ten SEs”). On Adwords and Panama we will display sponsored

link advertisements when consumers search for specific words and phrases, such as “Chegg,”

“textbook rentals,” “college textbooks,” “textbook prices,” and “cheap textbooks.” We will be

charged on a Cost Per Click basis, and will have our own employees handle our Search Engine

Marketing instead of an outside agency so we do not incur additional costs. Our SEM team will

determine our success by identifying what keywords work best (e.g. college textbook, cheap

textbook) and allocate the most money towards those keywords. Monthly reports will be

analyzed to see how affectively our money has been used on each keyword and search engine.


Search Engine Optimization

Our Search Engine Optimization team will be conjoined partially with our SEM team so

they can work together to optimize our search results. Our SEO team will also handle our e‐

mail marketing and allocate different e‐mails towards different types of consumers. A unique

e‐mail will be developed for our most recent customers in the past week, customers who have

not shopped on our website in over 2 month and e‐mails to remind consumers during peak

seasons before the beginning of each semester, (August and January). Our SEO team will use

Google Analytics to identify what subpages are our most popular by our consumers. In

addition, our SEO team will work with a behavioral targeting company to buy leads on potential

consumers to advertise Chegg through display advertisements on social networking hubs such

as Facebook. Chegg’s Twitter and Facebook page will be handled through our Social Marketing

team, which is a small section of our SEO team.

Statement Stuffers

Our statement stuffers that we will include about Chegg, Inc. can be shown in The

Princeton Review to capture the audience of incoming and prospective college students. This

way, when students eventually enter college, they will already have had exposure to our

website and our brand.

Our total expense for our Direct Marketing totals $338,000 (See Appendix). Ultimately,

we feel that our target market is most effectively reached through the websites they frequent,

the television shows they watch, and the places they go, so our strategy is to incorporate Chegg

into their daily lives.


X Sales Promotions

Sales promotions will be a critical component of our IMC Plan as they will hopefully

provide potential customers with enough incentive to rent textbooks from Chegg, Inc. The

sales promotion tactics that we will be using are coupons, premiums, contests and

sweepstakes, refunds and rebates and price‐offs. We decided that sampling and bonus packs

were not appropriate tactics because both did not fit our product.

Within our coupon idea, we decided to use the up and coming website, Groupon.com to

promote our company and deal that we offer. The idea behind Groupon is that if a group of

people decide to use a promotion that a company offers, then the entire group will receive the

deal. We decided to implement this idea through college campuses. Our promotion is that if

Chegg gets 50% of college campus students to use Chegg, then they receive 50% of their

students’ textbooks off for a semester. To better promote this to our target market, we will use

a separate Facebook tab that features our Groupon promotion. The goal for this tactic is to

provide some incentive for college students to use our services and hopefully get them to

spread the word about their savings to friends. This promotion is for each college campus, and

all schools are eligible except online colleges. On the tab of Chegg’s Facebook page, the

student will have the option of Chegg accessing their account information to see their college

‘network’ that Facebook displays for students.

During one of our direct marketing campaigns, we will use coupons by placing them in

eggs that we will throw to students at large college campuses. We decided to visit campuses


with the largest student population (around 40,000 students) to capture the largest potential of

our target market. According to Plant‐Biology.com’s Largest American Colleges and

Universities, the largest college campuses in the United States are Ohio State University,

University of Florida, Arizona State University, University of Minnesota, University of Texas,

Texas A&M, Michigan State University, Pennsylvania State University, University of Illinois, and

the University of Wisconsin in that order. The student body population of these schools range

from 42,041 to 52,568 students. We will have a variety of different coupons to be placed in the

eggs, such as various free shipping coupons on entire purchase, 5% off of next entire purchase,

buy one get one free coupons at a lower frequency, as well as the very rare 50% off entire

purchase, that can be found in 10 eggs on each campus. To clarify the free shipping offer,

Chegg, Inc. already offers students free shipping when they return their textbooks. This free

shipping is during the initial purchase of the textbooks. The idea for these coupons is that

students have to make a purchase at Chegg.com to be able to receive the deal. By having these

college students use our website to buy their textbooks we hope to create brand loyalty for our

brand.

As far as premiums, we created the Golden Chegg Program. This program will be

incorporated into our e‐mail marketing campaigns. Through our e‐mail marketing initiatives,

we have created our database of customers whom we send out e‐mails regularly, depending on

special promotions and what our customer’s preferences are. We know that we must be

careful about the number of emails we send to our customers, as we do not want them to

become annoyed by bombarding their inboxes with emails every day. This could produce


negative feelings for our brand, which could have an impact on our sales.

Students who have used our services are automatically entered into our semi‐annual

textbook premium offer. Once a semester, we’ll send out an e‐mail to five students across the

United States to receive the “Golden Chegg” where the winner receives free books for a

semester, up to $1,000 worth. Through this premium we hope to reward loyal customers. Five

other students will receive a Golden Chegg Egg stress ball in the box their textbooks are shipped

in, accompanied by a note that says “Don’t Stress, you’ve received the Golden Chegg‐ we have

your textbooks covered and refunded your account for this past order!” Hopefully this will

leave customers happy with our services, which may make them more inclined to spread

positive word‐of‐mouth.

Our contests and sweepstakes require more interaction with our customers. Further

along our marketing plan, we will have consumers create their own video to tell us what they

would do with all the money that they saved by using Chegg’s services instead of our

competitors (such as Amazon.com, Half.com, and Textbookrentals.com). According

BeyondthePedway.com’s interview with Aayush Phumbhra, the former CEO of Chegg,Inc.,

Phumbhra states that students altogether have saved a quarter of a billion dollars using Chegg.

With this in mind, we decided to gear our contest towards having students come up with the

most creative story of what they would buy and/or do with all the money that Chegg saves

them. The winner of this contest will receive free textbooks for an entire school year as well as

$5,000 cash. Additionally, we plan to feature the winning student in a television advertisement

in order to show students around the country that Chegg saves students a lot of money. By


using a real college student that has saved money using our services, our prospective customers

will be able to relate more, as opposed to using a paid actor or actress.

A sweepstakes that we decided to do to promote Chegg, Inc. involves visiting large

college campuses and setting up a booth for a day where employees will hand out Chegg stress

‘eggs’ before Finals Week, a time when college students have really high stress levels due to the

pressures of studying for exams. Students are handed out one stress egg each. The egg that

the student squeezes which makes a ‘Cheap, Cheap!’ sound will win the grand prize. There is

one stress egg per school that makes this noise. The winner of this sweepstakes will win $1,000

worth of free textbooks. The students will have another chance to win by writing their names

on a piece of paper with their e‐mail addresses, which will enter them into a nation‐wide

contest.

Some tags on the egg plushies that Chegg throws into the crowds during large

campuses’ sporting events have rebate codes in which students can redeem on Chegg’s

website. To enter this rebate code, students have to type their name and e‐mail addresses.

This code will give students smaller discounts on books such as 5% off next total order, which

can equal $25 off a $500 book order.

One day a month we will also offer a redemption code on our website where those who

frequent our website will be able to take advantage of the redemption code promotion on the

top of the page. Those who receive this redemption code (good for 5% off their next total

purchase) will be required to enter their Facebook account information. To redeem, they will be

asked permission for Chegg, Inc. to access their Facebook account so that we can post


that the student uses Chegg. This allows us to take advantage of free advertising, since these

postings will appear on the newsfeeds of the individual’s Facebook friends.

Frequency programs will also be developed which can reward our most loyal customers.

Our frequency program will give those who buy 10 books to get half off their next textbook

rental. This works out where the customer buys an average amount of textbooks for a year to

keep loyal customers throughout their college life. The customers who are entered in this

frequency program will be tracked by their e‐mail address and will have an electronic ‘stamp’

for every textbook that they rent to keep track of the amount of textbooks they have rented in

the lifetime of our relationship with them.

According Google Trends, the sales volume of textbook rentals and textbook sales are

highest during early January and between mid to late August. During the months of March and

November when students do not rent or purchase textbooks as often or in the same amount as

they would in the beginning of the semesters, we decided to offer a 20% off special for the first

two weeks of those months for the students that need to rent a textbook last minute. This will

be promoted on our website to let students know that they can take advantage of this

promotion. We know that textbook rental sales will be slower during these times so this will

hopefully boost our annual sales.

Through these sales promotions we feel that we would be rewarding loyal customers

while also creating brand equity with the Chegg, Inc. brand. Through our promotions, our goal

is to attract many new customers and have them associate our brand with positive feelings


about saving money. By creating these associations, Chegg’s goal is to continue to be the

number one textbook rental online company among college students.

XI Public Relations

Cause Related Marketing

Chegg, Inc. has yet to partner with a non‐profit corporation, so we decided that Reading

is Fundamental, “the largest non‐profit children’s literacy organization,” (RIF.org) would be an

appropriate choice. This is because we feel that there is a direct correlation between reading

and an increase in education among children which relates to the textbook industry. This will

bring a positive association with the Chegg name. Our initiative will be called, “A Dime a

Dozen” where Chegg, Inc. will donate ten cents to RIF for every dozen books that are rented.

Green Initiative Marketing

Chegg, Inc. has an existing partnership with American Forests' Global ‘ReLeaf’ Program

and plants a tree for every textbook that is rented. After placing an order for renting a

textbook, the customer has a choice to plant a tree in one of several different countries. We

plan to continue with this partnership to bring about positive publicity.


XII Conclusion and Limitations

One of the limitations that we faced may have been our sample size. We surveyed a

total of 50 individuals however this may have been too small of a sample size in order to get an

accurate representation of the general population. Additionally, this sample primarily

represented those from the Northeast region of the United States. Other regions across the

United States may have presented different results. We also did not sample our alternative

target market, prospective college students who are in high school, which could have also been

a limitation. Because of this, we lacked information to validate our plan for our statement

stuffers.

Nevertheless, we feel that our current IMC plan will increase brand awareness and

brand loyalty for Chegg, Inc. The media outlets that we will use along with our direct marketing

campaigns will expose our target market to Chegg, while our sales promotions will create loyal

customers by offering discounts, frequency and loyalty programs. By strengthening brand

awareness and loyalty, we are confident that sales and market share for Chegg will ultimately

increase as well.


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