Recently, many principals and teachers in the background reported: It is too difficult to drain enrollment. Is there any good information for you to help?

The cost of acquiring customers has increased, the market competition has intensified, and the labor cost of the organization is also increasing day by day. The drainage of enrollment has become a key indicator for the renewal of the organization. Difficult, indeed difficult, but not without skills.

Help the two levels of enrollment drainage, and provide you with some ideas.

 

1. Enrollment marketing model with educational products as the core

With educational products as the core, the combination of enrollment marketing strategies can be carried out as long as it can meet the changes in the demand of the education market.

The characteristic of this enrollment marketing model is that it requires fast update speed of educational products and fast response speed of enrollment channels.，After the launch of the new education products, the old education products immediately followed up the price reduction.

Most of the enrollment marketing expenses of such schools are used for the promotion of new educational products, rather than enrollment channels.

But at present, most schools do not have a core curriculum, and they cannot truly focus on educational products. Therefore, schools should choose different enrollment marketing models according to their own capabilities. Due to the different capabilities and resources available in the same industry, the enrollment marketing models adopted will be different.

 

2、Price-centered enrollment marketing model

Everyone is no stranger to the three words “price war”. Price war is actually a strategy in the admissions marketing model with price as the core.Educational products, enrollment channels, and promotional strategies are all centered on price wars.

The price war has two distinctive characteristics: low prices and large price reductions.

In addition to lowering the price of the previous course, it will also be adjusted up and down according to the price of competitors.

In fact, most of them use educational products to apply new educational technologies, such as online courses, which greatly reduces the cost of teaching. So as to artificially create differentiation, the purpose is to cooperate with the school's price war. Moreover, the advertising of educational products is also centered on price, and the price war is also a typical admissions marketing model with price as the core.

The requirements for resources and capabilities of the admissions marketing model with price as the core have the following points：

1. Have the ability to teach on a large scale.

2. The price war itself is reasonable, but it must be stopped in moderation.

3. When adopting an enrollment marketing model with price as the core, the focus of enrollment marketing management should be high.

4. The ability to apply new educational technologies.

5. The goal is clear, that is, to expand the market share of education through price tension. For example, if the price drops by 15%, the market share of education can be expanded by 25%.

 

3、Enrollment marketing model with promotion as the core

The promotion of educational products is the core driving force of this enrollment marketing model. This enrollment marketing model is generally used in children's education and short-term training.

Usually, adopting this enrollment marketing model requiresAccurately locate the target students and parents of educational products.

The enrollment marketing model with enrollment promotion as the core is diverse. The focus of enrollment marketing is high, and the school needs to plan uniformly, while the focus of implementation is relatively low. The enrollment marketing organization is simple, but the requirements for the quality of human resources are higher, and the requirements for the organizational control system are also higher.

 

4. Enrollment marketing model with enrollment channels as the core

In the past, school enrollment marketing was often “enrollment channels are king”. With the advent of the “Internet+” era, traditional enrollment marketing and enrollment channels have been strongly impacted.，The organic integration of online enrollment channels and offline enrollment channels has become the development trend of enrollment marketing and enrollment channels in the future.

Focusing on the combination of enrollment marketing strategies with enrollment channels as the core, the most typical is in-depth enrollment marketing. Simply put, it isConcentrate the superior troops and fight those stragglers.

At present, China's education market has both traditional enrollment channels and Internet enrollment channels, and multiple enrollment channels coexist. In this complex situation, only by making the enrollment channels work together can we gain an advantage.

Adopting an enrollment marketing model with enrollment channels as the core, there are mainly the following requirements：

1. It is necessary to have a very deep understanding of the localization of enrollment marketing.

2. It is necessary to have a deep understanding of the structure of admissions channels, the characteristics of students and parents.

3. Strong organizational management skills and a clear strategy are required.

4. It is necessary to have the ability to quickly integrate research, education, and recruitment.

If educational products need to rely on enrollment channels to win, the focus of enrollment marketing organizations must be lowered and follow the principles of proximity and reciprocity, that is, who represents the education market and who has power, who allocates resources and who assumes responsibility.

The above is the famous 4P marketing theory, which is also applicable in the education industry. So next, how should I use it specifically? Gangbang has also sorted out several common admissions strategies of institutions.

 

1. Collect likes in the circle of friends, etc.：Encourage parents to forward posters/WeChat public account articles to their circle of friends, collect likes and send them to the WeChat public account background, and manually review and send them, mostly to redeem small gifts or vouchers.

2. Bargaining：Use the bargaining tool to edit the course content of the bargaining activity. Push through posters or WeChat public account articles, initiate teachers to transfer to parent groups and circles of friends, so that more parent customers can participate.

3. Join the group：The editing of course activities needs to be concise and beautiful; the intensity of the group is set, preferably a group of 3 people; users are more sensitive to price, mainly drainage courses; the higher the awareness of the group courses, the better.

4. Red envelopes to form a group：Use the red envelope group tool to edit the course of the event, set the amount of the red envelope according to the budget, and mobilize teachers and parents of seniors to spread the circle of friends 3 times a day. When forwarding the circle of friends, cooperate with the copywriting of the happy news and forward the screenshots of the red envelopes to the account.

5. Vote：Use voting tools, set the rules for voting activities, and incite parents' enthusiasm to participate.

6. Push：Design the content and style of the flyer, print it out, delineate the location and time of the dispatching unit, arrange local push personnel, and continue to dispense orders to obtain more parent customers.

7. Draw red envelopes：Plan the event, design and decorate the red envelope wall, and parents can draw the red envelope after signing up and paying.

Of course, all of the above gameplay can be used in conjunction. You can also draw on the gameplay of educational institutions such as New Oriental and Xueersi for this year's Double Eleven, and carry out “e-commerce” gameplay, and design “deposit expansion”, “XXX name exemption” and so on.