Training institutions' enrollment skills for starting school
Some practical recruitment techniques
I. Renewal for Elderly Students
Old students are a valuable resource for the campus. For a campus with a good reputation, old students have a certain degree of recognition and trust in the campus. Therefore, retaining a student is at least six times easier than recruiting a new student.
Specific implementation:
1. Reminder of renewal information, fully covering all students, sending notifications of spring class renewal activities. Notification and promotion can be achieved through various forms such as parent groups, friend circles, educational system mass distribution, and on campus renewal poster displays.
Attention, when sending renewal notifications, remember to inform the elderly about the preferential policies and additional benefits for renewal; At the same time, pay attention to creating a renewal atmosphere in the campus, such as renewing and giving xxx gifts; Lucky Wheel draws xxx instant coupons, prizes, and promotion tools such as turntables, all displayed externally and placed in prominent locations on campus to create a marketing visual impact.
2. One on one, personalized renewal communication is targeted towards senior students with less than 2 months of remaining class hours, which should be given special attention. Senior students approaching the renewal period have a greater possibility of renewal.
Firstly, communicate with the teaching teachers of these students to organize their learning situation. Then, arrange for professional academic teachers to conduct one-on-one learning follow-up consultations with parents to understand their learning satisfaction and needs, and provide personalized learning planning guidance and assistance;
At the same time, remind parents that there are insufficient remaining class hours, inform them of current renewal discounts, explore parents' willingness to renew, and if parents have any renewal questions, communicate and resolve them in a timely manner.
3. Set up a renewal reward plan. Establish an exclusive renewal reward plan for senior students, such as providing renewal discounts, sending renewal scholarships, etc., to give back the support and trust of senior students and promote renewal.
In addition, it is suggested that older students who renew their enrollment can enjoy more preferential value-added services than new students who enroll, which reflects the school's emphasis on older students and also makes their parents feel valued and treated; The specific form of renewal activities for elderly students can be set by each institution.
II. Multi class Method for Elderly Students
This enrollment method still revolves around senior students. That is to say, it is recommended that senior students enroll in an additional course on the basis of their existing curriculum. The advantage of this method is that the senior students have a foundation of trust and belong to the secondary conversion of internal students. If the additional courses are needed by the senior students, the conversion speed is very fast. Old students, the courses that can be added include: 1. Campus, other course products; Like the art center, the curriculum products are rich, and parents can choose to enroll their children in another course for comprehensive development, such as piano to vocal music, hosting from childhood to public speaking;
Like subject tutoring institutions, as long as students have needs, various subjects can be added as needed, such as mathematics, Chinese, English, physics.
2. Add special courses (attached value-added courses) to the campus, which can add advanced courses or special courses on the basis of the existing regular courses to attract senior students to register. For this type of course, the course package period does not need to be set too long, but it must have unique selling points and attractiveness, such as lectures by famous teachers, spring sketching, and high school entrance exam score improvement courses. In addition, exclusive promotional activities for senior students to expand their courses can be set up (in a form that can be customized) to promote conversion.
III. Introduction to Old Students
Introducing new students through referrals from experienced students is one of the lowest cost forms of recruiting new students; At the same time, it has the characteristic of high conversion rate. Therefore, it is necessary to introduce the development of senior students in the spring class.
Specific implementation process:
1. Establish a referral reward system to provide certain rewards to parents who successfully refer their children, such as class hours, gifts, coupons, etc. (note: discounts are given to both seniors and freshmen);
2. Provide referral tools for senior students. How can they efficiently refer students to the campus? In addition, informing referral rewards is not enough. We need to prepare promotional tools in advance for elderly students to improve their referrals, such as course introduction posters, campus display videos, and links to join classes, for them to showcase to potential referral targets and increase persuasiveness;
3. Teach referral methods, shape word-of-mouth marketing encouragement, guide senior students to share campus spring class enrollment information on various social media platforms such as friend circles, communities, and video accounts, and attract more potential students (activities such as setting up and sending gifts can be set up to promote forwarding).
4. Timely feedback and gratitude should be given to the old students for successfully transferring to new students. Rewards should be given to the old students in a timely manner, such as adding referral free class hours in the academic system and sending screenshots to parents; For example, timely delivery of referral gifts, coupons, etc. to parents and expressing gratitude can help promote their referral enthusiasm and introduce more new students to the campus.
IV. Cross industry Alliance
In the spring semester, we will collaborate with neighboring peer and cross industry institutions to launch a "2025xxx (Education City/Community/Learning Center) Opening Class Battle" type of class competition activity. During the formal activity period, parents only need to pay 298 yuan for 6 classes, and can choose a comprehensive course gift package worth 1299 yuan for 3 subjects + forwarding gifts (a free xxx value gift will be given)! ）； For example, in collaboration with surrounding institutions such as art, music, dance, piano, eloquence, and basketball, parents can choose three different subject courses according to their children's learning needs and combine them, such as "2 art+2 music+2 basketball" or "2 dance+2 piano+2 basketball";
After purchasing the lesson package, parents can forward the class poster to their friends' circle, collect xx likes, keep it for 24 hours, and receive a free gift worth xxx yuan xxx! 2. To receive the gift, first add the parent's WeChat account. After 24 hours, WeChat will review whether the poster should be retained. If the review is approved, parents can go to the campus to collect it, and the campus will do a good job of registration and parent reception; Analysis: This type of joint enrollment method has both advantages and disadvantages. The advantage is that it can achieve resource sharing and mutual transformation between peers and different industries, and solve the problem of difficult campus customer acquisition. Especially for new or start-up campuses, in the absence or shortage of original resources, they can quickly acquire customers by leveraging resources from peers in different industries.
The disadvantage is that the discount is strong, and there may be cases of parents taking advantage of classes, resulting in a low overall conversion rate.
So, in order to reduce the occurrence of such situations, the price should not be too low and the number of courses should not be too many when setting the price and course duration.
Previously, some institutions launched a "99 yuan, 16 class course package" to attract too many parents to enroll in classes, which did attract many parents to participate in class competition. However, the focus was mainly on seeking small discounts and taking advantage of classes, resulting in low conversion rates and increasing the operating service costs of the campus.
For spring classes, such enrollment activities can be conducted, but there are also participation thresholds. Setting reasonable thresholds will effectively improve the quality of resources.
In addition, for high-end institutions with expensive fees, it is recommended to seek cooperation with institutions that offer comparable course prices to the campus when collaborating with neighboring institutions to share class hours. The target customer group should be the same, which will effectively improve the quality of customer resources.