For this year's summer recruitment, I don't know how the admissions strategies of the principals have been formulated. No matter what admissions planning all principals have done, they must still pay attention to the three issues of admissions strategy, enrollment drainage, and student source stratification. If some details are not noticed, it will easily cause the reputation to decline and the renewal rate to drop. The problem.

●Analysis of common summer vacation enrollment strategies ●

01

 

Shaping value

The depth of the parent's understanding of the school determines the extent to which she is willing to hand over her child to us. As principal，It is necessary to tell parents what she does not know and how their children can effectively receive the education of our institution. In particular, it is necessary to tell her what results the child can get and use the results to shape the value of the institution.

Of course, this result is not necessarily grades, but also changes in children's behavior.When shaping the value of an organization, the unique selling point is the important resource of the organization. What is a unique resource is that no one has me, and no one has me. What we give our children is not only grades, but also life values, learning thinking, logic for thinking about problems, etc.

02

 

Zero risk commitment

The reason for this is because we can announce to parents that the organization is willing to be responsible for their children's learning results. Once committed, we cannot eat old books and must continue to innovate to meet the needs of parents. With a huge pressure, our abilities will be enhanced and our progress will be accelerated, and your innovation speed must exceed the speed of imitation by others.

03

 

Give gifts

When designing gifts, it must be related to the education and training of children. The purpose is to help parents quickly enroll in classes. Even if it is a gift, we have to shape value. Things of no value, even if they are free, parents are not interested. When a parent gets a gift, you have to make her feel that she is satisfied with sending her child to the institution, but she also received the gift and feels that it is excellent value for money.

04

 

Create a sense of urgency and scarcity

For example, in an enrollment activity, we only accept 100 children. When parents ask why, we can answer like this: "Because we have to take care of every child and give them the best, there is no way to distract a lot of energy. ”

Parents themselves are inert and like to procrastinate, so we will give parents a reason not to delay by “limiting the number of applicants.” There are many ways to create scarcity. For example, at the registration site, we can design a value-for-money gift. The same is registration. You can register today and tomorrow, but you can get this value-for-money gift for a few tickets registered today, but not for tomorrow.

05

 

Talk about the value first, then the price

Before the parents have understood the courses we offer, we try our best to avoid talking about the value of the courses. Instead, we talk about the value and follow the principle of “less than the value, the price is not reported”. Otherwise, just when parents hear the price, half of the desire to buy will be thrown away.

●5 tips for community enrollment drainage ●

Powder absorption is actually a sales process. Whether it is course sales or other sales, they are all carried out according to the characteristics of human nature. There are many characteristics of human nature, which can be expressed as: greed, vanity, selfishness, fear, jealousy, laziness, curiosity, low self-esteem, etc. Only by fully understanding people's hearts can the results be satisfactory.

It is easier to set up activities according to the characteristics of human nature, such as seizing the vanity of human nature.：

The training organization conducts spokesperson selection activities, and parents will conduct publicity and vote PK in the circle of friends. Some training schools cooperate with the surrounding toy stores, stipulating that if you buy fifty toys, you will get a voucher from the school. If parents spend more than 100 in the toy store, they will get a free school course.

At the same time, you can also send vouchers from toy stores to classes in school, in order to achieve the effect of mutual promotion. This also takes advantage of human greed or love to take advantage of the psychology. Of course, the course must specify the validity period, which can be within two weeks or one month.

Specific powder absorption methods can be divided into 5 categories：

Imported products absorb powder

The characteristics of imported products are that they may not necessarily make money, but they will bring a huge number of fans, low cost, high value, and easy to be accepted by customers. We can obtain customer contact information through the product, direct customers to the personal number and establish a relationship. For example, some vocabulary software and dubbing software.

Parents can try it for free by registering. These software can also set up PK functions and scoring functions. Parents can take pictures in the circle of friends to get fission.

WeChat group powder suction method

In online marketing so far, the WeChat group has played a great role. We can have some local parent groups, or we can build a parent group by ourselves.

To share the value, the value here refers to e-books, test papers, teacher recordings, videos, classic questions, family education knowledge and the like. Let everyone remember you, become dependent on you, and then become your fans.

Lecture on powder absorption method

For example: lectures on junior high school and junior high school, important difficulties in this grade, analysis of the final exams of prestigious schools, and so on. After the lecture, you can set up a group or ask parents to pay attention to a teacher to get PPT.It should be noted that the courses we share must be very valuable.

QR code powder absorption method

QR codes are generally pushed in combination. Get fans and friends by printing on a single page or scanning the code to send small gifts.

Sleeping customers add friends method

We can use various functions of WeChat to add friends, such as nearby people, shake it, and so on. Here, let's use nearby people as an example. We can wait until school is over and use the time parents wait at the school gate to add friends through nearby people.

If the organization does not have a dedicated WeChat operation talent, you can first use your personal account to attract fans. Compared with your circle of friends, your personal account has a stronger user stickiness. soSchools can establish several WeChat personal accounts, which are operated by the admissions teacher, to attract fans and convert.

●Summer enrollment source stratification is very important ●

Summer recruitment is the most important enrollment period every year. If a certain year's summer recruitment does not grasp the stratification of the students in the entrance class, the institution will easily fall into a passive situation. If reliable students cannot be recruited, the reputation may get worse and worse, until the institution is dragged to death by word of mouth.

Speaking of this, it is not that students must be classified on a utilitarian basis. It is actually too crude to classify children according to their grades. What we are discussing here is to consider how to choose the source of life from the perspective of commercialization.

After communicating with a number of principals, the most effective way is to position the enrollment target as middle-level and outstanding students, and the institution itself is also positioned as Peiyou.

Outstanding students can really bring us reputation, they can really produce teaching results, and they can also be displayed as results in many entrance examinations.

The middle-level students follow the pace of the outstanding students. Where the outstanding students study, the middle-level students will also study. So if we catch the outstanding students, then we will also catch the middle-level students. These two sources of students have already accounted for the vast majority of the student groups.

Parents will consider many factors in the choice of school. The most critical factor is whether the school has a good teaching quality.

We must firmly hold the right to choose students in our own hands. Before entering the school, we must pass the entrance examination. Students who pass the entrance examination can enter the institution to study. The pass rate of the examination can be set lower, and a strict entry and exit mechanism is established, so that parents have a kind of “being able to enter XX" in their hearts.The children studying in institutions are all excellent children” with a sense of solemnity.

Firmly grasping the Peiyou market for middle-level and outstanding students, the most direct effect is that in various examinations for further education, students' grades in public schools can bring about a better source of students, so as to win more parents' attention and students' trust.

Here I still want to emphasize that we don't want to have any colored vision for students, but we are doing commercial considerations. What I am talking about here is that we choose the class in this way. We can suggest that postgraduates go to the 1v1 course.

Always remember that choosing outstanding students is an effective shortcut to the lasting development and success of an organization.