How education and training institutions can quickly complete the enrollment plan
Newly opened training schools usually recruit students in the traditional way: handing out flyers, making phone calls, public trial classes, and experiential explanations.
And these are the methods that the competing institutions in the same industry are doing, and it is easy to bring a clear sense of homogeneity to parents. If new institutions continue to use these methods, admissions results may not be guaranteed. So, how to implement the new institution enrollment plan?
1. Ground push - war without gunpowder + online community actual combat enrollment
Principals, you know what? Alibaba, Ele.me, Meituan... At the beginning of their business, they all relied on Ditui to tap the first batch of seed users, laying the foundation for themselves to become the industry hegemon!
Today, the competition in the education and training industry is becoming more and more intense. You can often see each parent holding a thick stack of flyers in their hands. Even if your DM list is beautiful and the discounts are attractive, parents won't take it seriously. Many organizations think of ground push as just sending flyers and asking for phone numbers. Here are 3 questions to think about:
How did you do the ground push?
Why do other people's ground pushes work so well?
How to do the ground push to achieve the best effect?
2. Market research
Ground push is a battle without gunpowder smoke. Only by knowing ourselves and the enemy can we be victorious. Therefore, accurate research is the basis for success. Here are some suggestions on how to conduct market research:
Interpretation and analysis of local education policies. For example, what is the situation of junior high school and junior high school, how famous schools recruit students, and the requirements of famous schools for students, so that we can make decisions on product differentiation and market strategy in the future;
Research the specific situation of local schools. Such as school ranking, enrollment rate, enrollment area, teaching progress, number of students, class arrangement, class suspension time, etc., to facilitate later push. The methods are: questionnaire survey, asking security guards, asking parents, asking students, and asking teachers;
Surrounding supermarkets (the younger the age of the product audience, the smaller the influence radius, such as the primary education radius of 3KM, the secondary education radius of 5KM, etc.). For example, people flow, distinguish peak and trough time (note that the peak mentioned here is the peak suitable for our promotion, not the peak of people flow), and examine the consumption ability of the crowd. 1 person at the cashier, 1 person at the gate, and 1 person at the square can be arranged.
The surrounding community. Such as the year of completion (year of current year - year of completion - 2 = the age of the most suitable child for promotion), occupancy rate, housing price, counterpart schools, etc. It can be used to observe the flow of people at entrances and exits, observe the price of underground garages, talk to security guards, talk to residents or conduct questionnaires;
3. Regular way of recruiting
- Cooperate with a copy shop
Take advantage of the printing boom before school starts and exams, and partner with a copy shop on or near campus: students print their study materials and we'll pay. What's the benefit of doing this?
Free photocopying for students is actually a way of branding. It is to print the advertisement of the institution on the back of the learning materials. Of course, this is not a stark hard advertisement, but an interesting copy design. Not only will it not disgust students, but it will also spread in social circles. Invisibly reduce costs and ensure advertising effectiveness!
- Cooperate with the school
This cooperation is not to let the school help recommend students, but to let children develop study habits through public lectures, increase brand exposure, and attract school teachers and students to understand your organization, so as to gain some drainage.
- Shared education - cooperative book rental
The bookstore provides free book rental services for students, and the cost is borne by the training institution. Completely free, attracting a large number of students to rent books. Students only need to provide their student ID, scan the code and add WeChat, and pay a certain deposit to borrow books. The deposit will be refunded when the book is returned.
Students who borrow books know that it is sponsored by the training institution, which is conducive to the formation of a good reputation for the training institution and is widely spread in the school! After a period of accumulation, not only did the WeChat public account attract fans, but also established a community to achieve transformation.
Compared with handing out flyers, renting books is more acceptable and can continue to influence the target customer base. For institutions, students preparing for exams need to borrow a lot of materials, and these students are the precise customer group of training institutions.
- Cooperate with telephone sales
The general degree of telemarketing skills in educational institutions is directly related to performance. If you are not very familiar with telemarketing, it is recommended to find some information on the Internet or ask someone with experience. The key is to make more calls! Accumulate more customers! Learn more! Training is also important!