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汗纳迪姆
Aug 03, 2022
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Last month, I helped an organization that does primary school subject tutoring to make a summer school enrollment plan. At present, the first phase has been completed, and the effect has exceeded expectations by 30%. The planned three-phase activities may be completed in the second phase. 350 people Enrollment metrics. It didn't take much time to make the plan outline, because I have been doing marketing activities for 8 years, and the underlying logic is the same, but I am not familiar with the situation of the organization. From the plan outline to the refinement of the process and copywriting, it took about a week. . During the period, I joked with the principal: There are many online recruitment activities and copywriting templates, which are fast and detailed, why not try it? The principal said: Those templates can be used to change the name and be recruited by art institutions. They are not suitable for our school, and they can't produce any results. Even if they are useful at one time, they will not become a system. Yes, as the supervision of training institutions becomes more and more strict, the marketing of institutions also needs to be upgraded. How to better convey the value of the school and build a brand in a systematic way , instead of using a single low-cost drainage to "quench thirst", To help the school develop more healthily. Because I work in the education SaaS industry, I have come into contact with many principals, and I know that many principals are teachers who are good at teaching but do not understand marketing. To a large extent, they still rely on word of mouth. Therefore, I combined my 8 years of marketing experience to sort out a more systematic and practical approach to recruitment marketing, so that organizations that lack a professional marketing team can find their own marketing ideas. This set of articles of mine is suitable for institutions with a student size of less than 500 and a renewal rate of more than 50%, and will not spend too much money on advertising content. If you have more than 500 students, it is recommended that you find a professional marketing person to sort out the system; if your renewal rate is lower than 50%, it is recommended that you polish your teaching first. In the education industry, marketing must be based on good teaching. If you are planning to open a new training institution, you should take a look. I have sorted out the content outline according to the 0-1 marketing process of the institution, even including decoration (for marketing, you must seize all opportunities to contact consumers). There will be corresponding methods + operation examples. 1. Why do you talk about "text" in the first place 1. It's too important I once made a list of marketing basics and asked some principals: What do you most want to know more about here? More than 80% of the principals told me: copywriting. In all aspects of marketing, copywriting must be used: poster copywriting, circle of friends copywriting, short video copywriting, telemarketing skills, face-to-face conversations, community operation skills (yes, speaking skills are also copywriting), it can be said, Without copywriting, there is no source of life. 2. It is too misunderstood Since I started doing marketing, I have often received greetings from relatives and friends: I want to open a store / I want to be a poster / I want to host the annual meeting... Help me write a copy, better , and also briefly explained the cause and effect to me. To be bold, it is directly: Don't worry about it so much, just write 2 sentences to me. But in fact, copywriting is not an imaginary word game. It should stick to the product and convey its unique value. Teachers who don’t understand students can’t teach students well, don’t understand the unique value of products, and can’t write well. 3. The preparation before writing copy is the first step of all marketing work - even, the first step in all work. Parents will not buy a class because of the telemarketing list copywriting. He buys the class because the copywriting hits some of his needs, and he makes a deal because he sees your value in the copywriting! Copywriting that cannot accurately convey and amplify your value is invalid copywriting, so before writing copywriting, remember the following. Second, the copywriting, first write right, then write well There are two principals who are subject tutoring in junior and senior high schools. They have spent a lot of energy to promote them in the circle of friends, but the results are very different. Principal A said to me some time ago: It is not easy to see the marketing of Moments now, no matter what copy you send, it will have no effect. Why is this happening? I carefully looked through her circle of friends and found a problem, such as this:
9 Comments on Enrollment Marketing for Training Institutions (1): Write the copy right first, then write it well
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汗纳迪姆

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