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Chegg
Challenge
Textbooks consume a breathtaking percentage of the cost of education, representing 20% of average university tuition and half of average community college tuition. Chegg found a way to ease that pain, providing tremendous savings on textbook rental — rather than purchase. Chegg sought RLM’s help to break away from their competition and make Chegg a household name among college students.
Tactics
RLM knew that the best way to infiltrate the media with information about this consumer-conscious company was to get Chegg’s name on the lips of students. The bigger the buzz, the better the placements, and so RLM saturated college, regional and national newspapers, TV stations and sites with Chegg’s story.
RLM recruited and trained student spokespeople for interviews and to help get the word out about Chegg’s über-savings. RLM created quirky — and effective! — story angles to highlight Chegg’s value.
Results
A start-up focused on “making it,” Chegg’s primary goal was to become a well-known, credible company in a market owned by giant publishing companies (a.k.a. textbook bullies).
RLM garnered extensive media coverage on campuses and in cities across the country.
In just one semester, RLM helped expand Chegg’s user-base to more than 1,200 campuses nationwide, and in only six months RLM exposed more than 4.5 million people to Chegg’s brand.
Thanks to coverage in media outlets such as St. Petersburg Times, Contra Costa Times, Gannett News Service, Kansas City Star, ZDnet, Entrepreneur, NY1, Philadelphia Inquirer, TheStreet.com, Modesto Bee, Asbury Park Press, Des Moines Register, Newhouse News Service, The Tennessean, San Jose Mercury News, Kansas City Star, and college papers on campuses including Ohio State, BYU, Northwestern, Boston University, Arizona State University, DePaul, University of Washington, Mississippi State University, Temple University, University of North Florida, Missouri State University, Stanford University, Santa Clara University, and Eastern Washington University — among many others! Chegg is now well on its way to achieving its goal of becoming a household name.