Statement: This article is purely dry goods sharing. All methods have been verified by me. Don't spray if you don't like it. I have been in the chain escrow class for 8 years. I have gone through various stages of transformation, expansion, and new construction. I have paid a large amount of “tuition fees”. I hope you can take fewer detours.

 

1. The nature of enrollment

Escrow classes are also services, which have the same commodity characteristics as the sales and promotion of all “products”. The core of sales is：“Let customers know about your services” and "Let customers choose to buy your services”.

1. Let parents know about your service

All publicity methods include: billboards, flyers, online promotion, network recommendations, stalls, LED screens, etc. All of which are for one purpose.——Let customers know the existence of your product first。

2. Let parents choose to purchase your services

When the parents know that your service exists, they will use your promotional materials, on-site visits, explanations, etc., and then they will have a “certain sense of trust” in you and choose to purchase your service. This is your core focus.

note：In the service industry represented by education, training and managed class services, the most important point for customers to choose to purchase services is “how to quickly get customers to have a sense of trust in you”.

3. Stimulate the “needs” of parents

“Three Squirrels” has transformed the Chinese people's nuts from “hot snacks” to “healthy food", and "Jiadubao“ has transformed the Chinese people's herbal tea into the habit of ”not hot = drinking herbal tea". This is a kind of advanced marketing-stimulating demand. Because there is too much content, this article will not be described in detail. I will write about it some time in the future.

But it can be simply said that it is：How to get the parent from your description, let her suddenly understand that “so many things to pay attention to are ignored”, and then you can provide her with services on this issue.

 

2. Preparation for enrollment

The enrollment time period for managed classes is generally during the start of school, at the end of the semester, during the winter and summer vacation, and during the normal semester.

Some people will ask, what? Isn't enrollment just during the school year? I don't need to write about this content (tired), simply put：

During the start of school-enrollment of freshmen and maintenance of old students

At the end of the semester-leaving a resource base for enrollment in the next semester

Winter and summer vacation--winter and summer classes generate income and accumulate students

Normal semester-pay attention to the acceptance of students who switch to escrow

1. Publicity preparation

(1) Paper flyers, electronic flyers, wall signs, language organization manuscripts, registration forms, etc.

Someone asked me: Didn't you say that the efficiency of flyers is very low? Why do you still have to print it?

Whether it's a flyer or a billboard, it just provides a channel for parents to contact you and purchase your services. As long as it has the opportunity to work, it should be retained.

(2) Preferential policies, language drafts that introduce their own characteristics, etc.

2. Personnel preparation

(1) Work arrangements for admissions staff

① Work distribution: distribution of materials, responsible for explanation, registration of students, etc. are arranged to different admissions staff.

②The production and layout of promotional content such as paper flyers, electronic flyers, advertising signs, event signs, class layout, etc.

③ Hygiene, cleaning, preparation of ingredients, etc. Other work arrangements for enrollment and opening.

(2) Training of admissions staff

A systematic training of admissions staff is required. Content includes：

1. Data storage and distribution

After preparing the promotional materials, don't give one copy to a parent when you see it. Make a big sign and design the content. Parents who have needs and are willing to compare the merits will naturally come forward for consultation.

2. Preferential policies and other value-added services

The preferential policies and other value-added services for this semester will be formulated to train admissions staff.

Preferential policies: What are the preferential activities this semester, how can I participate in the activities, are there any restrictions, the authority of the recruiter, etc.

Value-added services: are there any weekend classes (how to charge), do you want to order fresh milk (how to charge), are there any summer classes (how to charge), etc.

3. The method of introduction and the content of the introduction

When enrolling in the managed class, introduce the content, characteristics, advantages, and professionalism of your service to parents, which can allow parents to quickly build a sense of trust in the organization. This is a very important thing, which is directly related to whether parents choose to purchase your services.

I will post the sample manuscript of the specific introduction on the headline in the future.

4. The process of registration of freshman information and class allocation

When parents choose to sign up, the reception teacher needs to be proficient and complete.Freshman registration, class allocation, fee paymentAnd other administrative work.

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3. Means of enrollment

1. General enrollment methods

(1) First grade enrollment

①small or low-cost courses

This is one of the methods of enrollment in most training institutions. It is the same as the “9.9 yuan ten lessons” activity given by many institutions. The significance of this activity is that after accumulating trust in the process of low-cost or free “courses”, there is a high chance that this child will become your student..

This course includes: "Early childhood Convergence", "Winter and Summer classes”, "Interest classes" and so on.

② Independent first grade area

Most parents have the following concerns about putting children in the first grade in kindergarten: whether the teacher is professional, whether they will be spoiled by other grades, bullied, and so on.

Therefore, the setting up of a special first-grade zone is very attractive to first-grade parents. The general principles of the first-grade zone are as follows:：

A. Independent classroom

B. Experienced teachers

C. Relatively small number of people

专门Specialized facilities and methods

A special first-grade package, electric pencil sharpener, reading content, pinyin card, and calligraphy book, forms a set of special tutoring programs for first-grade children in the escrow class, such as: reading questions + accompanying reading + calligraphy after homework + pinyin practice, etc.

(2) Enrollment in other grades

①Free trial: I have been emphasizing the importance of free trial care because free trial care reduces the cost of “trial and error” for parents, which not only allows parents to more easily choose to let their children sign up, but also allows children to quickly adapt to the environment. (It is basically difficult for children to change after they adapt to the environment)

②Freshman discount: For institutions with better student sources, strong discounts for freshmen may not be set up. However, for institutions with a more general student source situation, it is recommended to set up a strong preferential policy when the school starts to attract students before they can make a long-term profit.

③Extra gifts: Generally speaking, the opening ceremony prepared by the escrow institution should be exquisite and relevant to learning. Although the value of the school opening ceremony is not high, it can quickly narrow the relationship with the children and quickly eliminate the sense of isolation. Suggestions: stationery, schoolbags, notebooks, etc.

④Introduction and group purchase activities: The activities of introducing and purchasing degree places are relatively attractive to parents and children in the same class and acquaintances, and they are commonly used in admissions.

⑤Free value-added services: One of the value-added services is given away for enrollment, but also for the smooth development of later value-added services. Example: Sign up for a free 2-month weekend class or a one-week summer class.

2. Special enrollment channels

Practitioners know that some escrow class operators have some special enrollment channels, and only a brief introduction to this content.

Generally speaking, special channels are：Resources of schools, resources of kindergartens, resources of training institutions, resources of public institutions, etc.，Under this channel, operators can digest the sources of students in advance through some means in advance to achieve the purpose of enrollment.

Remarks: I have tried some online promotion methods. In fact, because hosting classes often have relatively large geographical restrictions, unless it is a chain brand that needs to establish and promote its own brand image, the effect on the actual operator is relatively poor.

Freshman groups and other social resources: social resources for freshman groups, parent committee groups, training organization groups, etc.

 

4. Communication skills during enrollment

Communication and introduction are an important part of the transformation of ”prospective students", and it is also the most difficult point.

1. General steps to introduce to parents

（1）Ask parents about their children's situation and characteristics：

A. Basic information about the child, including grade, class, personality characteristics, etc.

B. The child's performance, existing learning weaknesses and problems

c. The main needs of parents

（2）Introduce the characteristics and advantages of your own organization

a. Introduce the characteristics of the institution itself, such as the level of food, faculty strength, counseling philosophy, training methods, etc.

B. Introduce the daily work process and some main systems, such as the pick-up process, food source, safety system, etc.

C. Lead the tour and show the advantages, and show parents photos, records, etc. of their usual activities.

（3）Introduce the fees and preferential activities for this semester

a. Introduce the fees of the organization this semester and the related services included, such as how much is lunch and evening care, whether lunch and dinner are included, etc.

B. Introduce the preferential activities for this semester, such as: sign up for a free summer class for 1 week, sign up for a free weekend class for 2 months, and send fresh milk for a semester, etc.

（4）Answer parents' inquiries

Answer the questions raised by parents about children's habit development, learning counseling, safety management, registration and payment, etc., so that parents have a more accurate and general understanding of the organization, which is conducive to parents to finally make a decision to sign up.

（5）Leave a way of contact and communication

At the end of the introduction with the parents, be sure to leave each other's contact information with the parents. It is best to leave the basic information of the child in the form of telephone and WeChat (not too detailed), and then it is convenient for parents to contact the organization at any time.

Most parents are not impulsive and tend to make choices after careful consideration. Therefore, after he makes a choice, it is very important that he can contact the staff of the organization in time!

2. Reflect professionalism

（1）Tell home how to cooperate

The progress of children's grades requires the joint efforts of the custodial class, parents, and schools to inform parents where they need to cooperate. For example: feedback from school teachers on the class situation, the situation of extracurricular tutoring classes, some changes in personality and habits, and so on.

（2）Tell parents what we are going to do

Show parents the organization's usual counseling and habit training programs, such as: how to cultivate learning habits, homework habits, reading habits, how to deal with wrong questions, how to strengthen learning weaknesses, etc.

（3）Suggest what parents should do at home

The child's living habits, personality development, home learning habits and reading habits all have a great impact on the child's performance, and some practical and reliable suggestions and opinions can be given based on the child's characteristics.

The manifestation of professionalism can enable parents to quickly build trust in the organization and increase the enrollment rate of students.

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V. The importance of characteristics and concepts

In the era when my lover ran her “small, broken, and old” trusteeship class, because her experience did not have her own characteristics, there has been no way to have a good source of students, and the enrollment situation every year is not ideal. Later, after I accepted it, I have been implementing an idea：

Any product needs to have its own “characteristics” to give customers a reason to choose you. Outstanding performance, delicate service, good appearance, etc. Can be used. For managed classes, it can be: good location, good environment, unique concept, strong teachers, strict safety management, good counseling program, etc., It can even be “the boss is good-looking”, but it must have its own characteristics! Otherwise, it can only take the price advantage.

Any best-selling product has its unique "advantages and characteristics”. The Apple mobile phone system is smooth and the Android mobile phone configuration is high; Gree air conditioner is of good quality and cheap, Daikin air conditioner is expensive, but the technology is advanced; Mercedes-Benz cars have luxurious interiors and BMW cars have good handling; products from all walks of life are like this.

Therefore, the hosting class must have its own characteristics and advantages to stand out in the fierce competition.

Case study: My own hosting class (boutique)

Feature 1: Hosting management system

(1) After receiving the child every day, parents who sign in to WeChat can receive notifications.

(2) The teacher comments on the child's homework every day (including photos of the wrong questions).

(3) Daily feedback on children's meals, parents pay attention to their children's meals at any time (photos)

(4) Real-time monitoring system, parents can use the monitoring system that comes with the escrow system to pay attention to their children's learning in the escrow class at any time.

Feature 2: Habit Training program

(1) Children in the first and second grades are in the passive learning stage, and the teacher is required to check the content of the homework every day and take pictures for feedback.

(2) The third grade is the independent learning stage, and the fourth grade and above is the independent learning stage. Above the third grade, we do not check the correctness of the homework in the class, but only check the completion status (have you finished writing, whether it is neat) and revision. However, it is required that extracurricular homework must be corrected with a red pen.

(3) Children in the third grade and above are equipped with the wrong question book, and then write it to the wrong question book after requesting revision, and check it every Friday.

(4) Formulate various review plans. Dictation of new words on Monday, dictation of English words on Tuesday, dictation of ancient poems on Wednesday, assessment of mathematical formulas on Thursday, and check for wrong questions on Friday.

Feature 3. The number of people is small and the food is good

(1) Our boutique class model teachers are a pair of eight, independent classrooms. The teacher is responsible for the system, and the teacher is solely responsible for the child's learning.

(2) The food situation is also relatively good, with two meats and two vegetables. The meals include steak, seafood, fruit, and yogurt.

In fact, there is still a lot of content, I will not describe it anymore, you can refer to it.

 

6. How to increase the enthusiasm of custodian teachers for enrollment

1. Salary is highly linked to student origin

I said in another article that after trying 8 versions of the salary system, the current salary composition is like this：

Teacher salary composition

1. Salary composition: basic salary of 1000 yuan + responsible for the proportion of class custody fee (25%) + 200 full service award + five insurance and one gold

Example: The class in charge is lunch and evening childcare, with 12 members, a fee of 1200 per month, and full attendance

Salary calculation: 1000 base salary+12*1200*0.25+200 =4800 yuan per month + five insurance and one gold

2. Performance deduction mechanism: parent complaints, overall discipline, classroom hygiene, daily reviews, and parent communication. For the 5 evaluations, 50 will be deducted for each item that does not meet the standards, and the assessment will be conducted once a week. The maximum monthly penalty deduction is 1,000 yuan.

3. Help children review the mid-term exams well, and score more than 90 points in the mid-term exams, and each person will be rewarded with 150 yuan each time.

The biggest advantage of this salary system is that it gives full play to the enthusiasm of teachers. Because wages are highly linked to the source of students, if the source of students is lost because the teacher is not careful enough, then the teacher's salary level will also drop significantly. And if more students are recruited, there will be better income.

Example: According to the composition of the salary system above, for every loss of a student, the teacher's salary will decrease by 1200*0.25 =300 yuan. On the contrary, every time a student is recruited, his monthly salary will rise by 300 yuan. If you ask about such a system, it would be too Buddhist if you don't work hard!

(2) Do a good job of training, so that the teacher can introduce it with ease

The work of any position requires learning, and the teachers of the escrow class, whether it is enrollment work or counseling work, need to go through certain training to meet the requirements. (Many custodial class bosses don't know what the requirements are, so they hope the teacher will bring good children)

The training of the training of admissions work has already been mentioned in the above content. Now let's talk about the training content of the usual counseling methods (I also wrote in another article, quoted here)：

(1) Counseling concept：

1. Discipline first, focus on completing homework independently, and focus on the attitude and status of writing homework.

2. Re-revision and homework completion, extracurricular inspection, and individual counseling to understand each child's weaknesses

3. The cultivation of homework habits is more important than homework inspection.

(1) Workflow

Regular meetings-pick up custody-arrange meals—do homework-counseling-send to school-comment

(2) Work content and responsibilities

1. Attitude

Principle 1: Mandarin must be used. Teachers are required to use standard Mandarin in the process of communicating with students.

Principle two: Swearing is strictly prohibited in criticism. It is allowed to criticize children, but it is strictly forbidden to use similar insulting terms such as “fool, stupid, stupid, pig” in the process of criticizing children. Corporal punishment of children is strictly prohibited.

Principle three: Teaching should be guided. The child asks questions and let the child think for himself first. Then let the child re-read the definitions and similar exercises in the book. Guide the child's self-thinking, in principle, it is not allowed to tell the child the answer directly.

Principle Four: Develop a good habit of preparing for class. Now that the child's schoolwork situation is very complicated, I hope that the teacher will develop a good habit of preparing for class every week. Knowing what kind of problem-solving ideas and content school teachers and textbooks want to teach children can better keep children up with their progress.

2. Method

It is strictly forbidden to tell the child the answer directly, and it is forbidden to use auxiliary software such as homework help and Internet search to tutor the child. Children should be guided to think and complete by themselves, and assisted in summarizing their own methods.

(1) The host teacher needs to take care of the discipline of his class. He is not allowed to speak or speak while doing his homework. It is strictly forbidden to keep his mouth shut while doing his homework. He is not allowed to leave his position at will, let alone chat while doing his homework.

(2) Children do their homework by themselves. They cannot ask questions during homework. They can ask them together after all homework is written. They can ask questions in the middle of homework without answering them!

(3) If you find an error, type ×, and then let the child revise it by himself first, or explain the error. Errors must be photographed and marked.

(4) You are not allowed to leave the classroom until you have finished the revision of the homework. Only after all the revisions are completed and the tables are packed will the homework be completed.

(5) Extracurricular homework must be checked and corrected every day, and the wrong items must be taken and sent to the comments.

3. Responsibilities

Details of the work content of the escrow teachers in the public

(1) Pick up and drop off, wait for late return, and be on duty. Bring a pick-up sign, pick-up hat, umbrella (when it rains)

(2) Daily sign-in, sign-out, and soup

(3)Discipline management—homework, queuing, eating、

(4) Counseling and inspection of homework, revision, wrong question book, daily plan

(5) Organize the hygiene of the classroom, tidy the tables and chairs, scrub the desktop, and the overall book corner

(6) Record and comment on the child's homework status

(7) Communication—Parent WeChat communication, parent group communication

(8) Interest activities: brain teasers, word solitaire, story sharing sessions, course supporting games, etc.

8 contents per day: pick-up, sign-in, discipline, counseling, hygiene, comments, communication, inspection

(3) Construction of cultural atmosphere

The working atmosphere of the hosting class is also very important. This is a process of corporate culture building.

①Communicate effectively

There needs to be a good communication, supervision, and complaint mechanism between employees, bosses, and employees, between classes, parents, and teachers, so that employees' work content can be supported.

②Equality and mutual assistance

A good relationship between the upper and lower ranks and the relationship between employees in the same position is also essential to the management of the entire escrow class.

③Full respect

Full respect should be reflected among employees, teachers and parents.

A. Most of the time, for the truth that “the customer is God”, the host class puts its posture very low in order to save its students. This is very wrong. This can easily hit the teacher's self-esteem and psychological evaluation of work. Mutual respect should be achieved with parents. In other words, the management of the escrow class should be “spineless” and “not low-key.”

B. Bosses and employees should also respect each other, so that teachers have a sense of ownership, and sincerely hope to grow up with the trusteeship organization.

C. Employees should also respect each other and cooperate with each other to do a good job. There should be no bad behavior of “ganging up and crowding out colleagues”.

 

Conclusion

The enrollment of the trusteeship class is a major event related to the “life and death” of the trusteeship class. It should be paid attention to and there should be correct methods. I wish that the colleagues who are preparing to open escrow classes and who are opening escrow classes in the world will take fewer detours.