What strategies should be adopted in the enrollment work of educational institutions?

At present, many training institutions are very keen on enrollment courses, with only one purpose, to recruit more students quickly. Popular enrollment courses include family education enrollment, activity enrollment and Internet enrollment. However, many people ignore the strategic marketing strategy, which leads to poor enrollment effect. Some institutions even spend high enrollment costs in exchange for the short-term growth of school students, but they can't solve the fundamental problem after all. Forty marketing strategies have been compiled today for your reference.

pricing strategy

Fixed pricing, no low-cost enrollment, no arbitrary discount. Win the recognition of parents with cost performance and impress parents with added value.

Product positioning strategy

(1) Three eyes (one more eye was found).

(2) Find benefits faster than customers!

Understand why customers buy competitors' products. What benefits can your product bring to customers? What resources must you use?

Results-oriented strategy

To be result-oriented, it is important that the result is not the process and the effect is not the truth. By planning and setting annual enrollment and profit targets, all employees are under the pressure of sales targets.

Unique strategy

Find ways to make our products unique or first in a certain corner of time and space, for example, find ways to make our four core products unique in the local area in our words.

brand strategy

In the speech, we must emphasize that our school is a brand school, so that parents will know what to do as soon as they mention our school.

Selling point upgrade strategy

Summarizing the products sold by the school and constantly upgrading them can not only raise prices, but also expand sales. Our confusion is someone else's business opportunity. We are always confused. We are customers. We jumped out to find a solution. We are an enterprise. What problems customers have after buying are selling points.

Value strategy

Know what parents are most concerned about or courses, and give them to parents at low prices or free of charge. Collect customers first, and then earn money from parents by core courses. If the winter vacation class is not easy to recruit, send it to the winter vacation class when you sign up for the spring class and the autumn class.

One-degree strategy

The parents who were trained to 99 degrees in the school brought it here and burned it once, which facilitated the transaction.

Mixed selling point strategy

Know your opponent's selling points and give parents a reason to come to our school through one-to-many promotion.

Cross-industry enrollment strategy

Look for other children's industry cooperation related to their own teaching products, and use the platform of both parties to carry out * * * cooperative sales.

Speed leading strategy

The speed of strategic adjustment should be fast, and the resources of different frameworks should be discovered earlier than competitors and integrated in the first time. Summer enrollment began in May.

Point of sale conversion strategy

The sales point of personnel should focus on what benefits we can provide for parents and children (competitors can't or can't), not just on clinching a deal.

Golden diamond strategy

Use activities to create emotions and increase the chances of reaching a deal.

Redefining strategy

Organizing student activities must be well packaged and highlight the significance of the activities. Continuous activities can achieve a high turnover rate. In other words, the same thing is more attractive and more acceptable.

Blue ocean strategy

Adding intangible value-added products to tangible teaching and activities, and crossing them together, will form a unique blue seafood, such as outdoor classroom activities.

Brainstorming strategy

Let all the staff sit together and summarize the different selling points to form a speech, and all the staff will speak in unison.

Strategies for coping with key parents

A class, a school, there will always be several influential parents. As long as we deal with these people, we can deal with the parents of a school.

Creative power marketing strategy

Concentrate on sales time and take all-round publicity to create momentum for new products and let more parents know about the products.

Bark sticking strategy

We will drive wherever our opponents drive. Take the strategy of high quality and low price, and give the other party's core to customers. Absorb other customer resources and even excellent employees.

Cutting marketing strategy

Start from the weakest corner of your opponent's time and space, and intercept all your opponent's customers with fist products.

Training die-hard parents strategy

Cultivate die-hard parents, let them become your volunteer propagandists, send blessings and gifts on holidays, and invite them to attend the annual meeting to award prizes and distribute gifts.

Strategy of borrowing big fish ponds

Cooperate with a big businessman, fish in his fish pond and find customers.

Reputation bundling strategy

Cooperate with well-known educational brands to give customers a sense of trust, such as cooperation with chairman Niu.

Leverage career strategy

Find a small fulcrum to incite the big market, such as cooperating with the media for a large-scale event.

Selling point verification strategy

Parents can prove what they believe to their customers. Parents believe in brands, teachers, children's grades, the length of schooling, the most expensive, the first to do, the famous teachers and their own research and development. Improve one's status, practice both internal and external, and gain the trust of others with secondary sexual characteristics.

Advertising language design strategy

The title should be attractive, eye-catching, concise and accurate, so that the other party's subconscious mind is in a state of acceptance, and the benefits, selling points and uniqueness of the product should be clearly and concisely positioned, and the title should be the best in the world.

Advertising implantation: advertising is half knowledge and half advertising. He must watch advertisements when he wants to learn.

Advertising distortion: seven days to practice good words is actually seven days of courses and seventy days of practice.

Advertising channels: Choose the media or location that parents can see, and it is best to attract parents to a framework for marketing.

Advertising Bundle: Let people in the media or the region become your salesmen, cooperate with the media or merchants, and use the credibility of the media or merchants.

Trust three-channel strategy

The channels of trust are sight, hearing and feeling. Parents believe that seeing is believing, and we should show our works and achievements. Parents believe what they believe, so let your die-hard parents speak for you. Parents believe in personal experience. You can let your child experience it personally, solve practical problems and naturally believe it.

High price strategy

Parents think that the more expensive the better, but there must be inevitable differentiation.

Price increase strategy

Every time you charge, you should publish the price increase information. Many people will buy at a low price and have the impulse to buy without judgment.

Fool marketing strategy

Find a school fool model, and teach teachers that the focus of sales is not on teaching quality, teachers and customers, but on how to sell products. Every employee is a salesman.

Win-win strategy (you, me and him)

Be sure to let the people you work with take advantage, so the principal should be willing to give up.

Immediate reward and compensation strategy

99% people have feelings about the present benefits or lost things, but have no feelings about the ten times possible benefits or disadvantages in the future. The headmaster should exchange his present salary for future employees and create greater profits for the school. Or the school benefits parents now, in exchange for the huge profits that parents will bring to the school in the future. Whoever has a big frame wins. Prompt incentives for sales staff at present can be exchanged for future incentives and returns. Salespeople should have low basic salary and high performance, otherwise they can only engage in administrative and logistics work.

emotional marketing strategy

The way to make parents not care about you is to make customers fall in love with you. Friendship is priceless.

Eight trading opportunities strategy

(1) communicate with parents at the right time for the first time to make a deal.

(2) When parents recognize him in this class, they report it to other subjects for a deal.

3 When communicating with your parents at ordinary times, the information or time should not be too long, and don't continue, so that you can keep your appetite and wait for the deal.

(4) Do a good job in mobilizing mobile packaging, and you can clinch a deal once.

⑤ If the registration fails, you can purchase the materials at one time.

6. If the registration fails, you can follow your parents later or make a deal at one time.

⑦ If the registration fails, parents can also be mobilized to pay attention to our WeChat platform for trading.

8 usually do a good job of communication and renewal, and you can clinch a deal once.

Nibbling strategy

First, strive for exchange opportunities, build feelings and trust, nibble away at parents step by step, then finalize a subject or a registration, and then finalize several subsequent courses.

Conference marketing strategy

Circle your parents into a frame, say what they want to hear, and then attack them slowly with the strategy of nibbling.

Risk reversal strategy

If you are not satisfied with your parents' promises, you will get a refund, and I will bear your risk (few people will get a refund).

Story marketing strategy

Stories are the easiest to remember and easier to spread. For example, Haier's fluorine-free refrigerator, Dong Mingzhu, Zhu and others are remembered for their stories rather than themselves. To sum up, make up stories about schools and students, and learn that A will tell B stories about C.

Psychological expectation strategy

A person's satisfaction comes from his own psychological expectation, and a person's sense of loss is caused by himself. For example: the story of college students and beggars.

Don't give parents too good psychological expectations, or we will fall even worse. Don't reward the salesperson first. If you give it to them, you will quit. Dreams are used to seduce.

Reserve strategy of spare tire

Positive people have choices, and if they have choices, they will be more positive. There are no wrong parents, only employees who are unable to earn his money. If the customer has no problem, we have no need to exist. Parents and students don't need us, so we are worthless. Teachers must be responsible for losing their parents.

When we study marketing strategy, we should also study the essence of marketing, and we should not blindly do marketing. Marketing is not buying products, but selling them. Whether the product itself is good or not is not important. It is important that customers believe that the products are good. Marketing solves the problem of making customers believe. As long as the problem of belief is solved, the sales will be successful. I hope that the content shared will make the principals gain something.