Analysis of advertising cases of educational training institutions!

The winter vacation is approaching, and for practitioners in the education industry, the annual enrollment peak season is also arriving. The ancients said: "Spring brings birth, summer brings growth, autumn brings harvest, and winter brings storage." Winter is the best time for educational training institutions to reserve students.

The education industry has many sub-sectors, and the enrollment strategies of training institutions in different fields are also different, but they all face the same dilemma: high enrollment costs, difficulty in acquiring customers, and lack of stable customer acquisition channels.

On the one hand, with the development of the economy, the public has gradually attached more importance to education, and parents are more willing to invest more money in their children's education and training. On the other hand, the industry's leading brands are tightly controlling marketing resources to seize a share of the local education market. The enrollment challenge for local small and medium-sized enterprises is becoming increasingly severe, and the battle for students is in full swing!

So, how can we attract customers and seize industry opportunities during the 2020 winter vacation? Meng Xiaoju has compiled 5 cases, starting from multiple sub-sectors of the education industry, to teach you how to ignite the winter vacation enrollment peak season!

1. Vocational education

Gaodun Education: CMA Exam Preparation Training Camp

Famous teachers endorse high-quality courses to accurately target customers

Compared with other segments of the education industry, the vocational education and training industry has a longer conversion cycle, and customers are more cautious when making decisions. Therefore, for vocational education and training institutions, the quality of teaching content is certainly important, but finding the right potential customers and enhancing their trust are the key to advertising .

In terms of the selection of advertising materials, the CMA Exam Preparation Boot Camp recruits students and traffic through WeChat Moments by using "famous teachers + professional course introductions" and impresses the target customer base with its strong teaching staff. The outer layer of the advertisement adopts a 6-grid picture format. The 6 pictures are professional attire photos of 6 famous CMA teachers. The famous teachers personally appear in the photos to endorse the courses, highlighting the quality of the courses and enhancing customer trust.

CMA Exam Preparation Training Camp Advertising

Under the advice of the optimizer, the CMA Exam Preparation Boot Camp provided converted population data for data analysis, sorted out the behavior and interest-oriented combinations of potential populations, and combined with previous delivery experience, determined the delivery strategy of "accounting industry keywords + competitive product words", and delivered advertisements to those in need, significantly improving the effectiveness of advertising.

In addition, the registration button on the advertising landing page is designed to be in the form of a membership card, and customers can receive the card by clicking it. This not only enhances customer stickiness and recognition, but also effectively improves advertising conversion.

2. K12 Education

Advertiser: Qiwen Education

Targeted tags adjust the form in time to lock in potential customers

During the intensive advertising period such as the winter vacation, advertisers in the education industry should make timely adjustments when selecting ad targeting tags as traffic changes in order to overcome difficulties and ensure advertising effectiveness.

In the early stage of the launch, Qiwen Education provided data analysis on converted populations, determined the targeting combination of "basic targeting + general education words + competitive product words", and used the LBS positioning and delivery function of WeChat Moments ads to accurately target potential users within a 3km radius of the campus.

As the advertising campaign progressed, traffic entered a tense phase and the advertising area expanded to a 5km radius from the store. Advertising was also concentrated in primary and secondary schools to expand the marketing radius and increase advertising exposure.

Qiwen Education WeChat Moments Advertisement

The purpose of Qiwen Education’s advertising is to collect customer leads, so a form for leaving information is added to the landing page. At the same time, the optimizer added "XX people have made an appointment for the event" above the form to speed up customer action, highlighted the discount information below the form button, and introduced the course details of "Hundred Yuan Hundred Classes" in detail, so that parents can better understand the course schedule and improve advertising conversion.

3. Children's programming education

Advertiser: Aomeng Programming

Short video creativity attracts clicks

The 5G era has arrived. People get more and more information from their mobile phones every day, and their attention is more easily attracted by video content. In the field of advertising and marketing, some people have even proposed the concept of "no video, no marketing".

Therefore, in the selection of outer layer materials for advertisements, optimizers suggested that Aomeng Programming use video materials. The video content is based on a scene in which children and parents discuss their test scores. The course content and advantages of Aomeng Programming can be intuitively displayed through the dialogue, making customers more trusting and enhancing their sense of involvement. At the same time, more attractive copywriting is used to guide customers to click, thereby increasing the click-through rate of advertisements by 60%.

Aomeng Programming WeChat Moments Advertisement

Aomeng Coding’s advertising landing page uses H5 format, and the first screen displays a special offer of “9.9 yuan/4 programming classes”. The super value offer stimulates parents’ desire to sign up. As the landing page scrolls down, the copy answers parents' questions: "Why learn programming? What is the benefit of learning programming for children?" Detailed graphic and text introductions dispel customers' doubts and encourage them to make decisions.

4. Voice training

Advertiser: Gkid English

Super value offers stimulate registration enthusiasm and multiple buttons accelerate conversion

With the arrival of winter vacation, the children's English training market has also ushered in a small climax. Gkid English took advantage of the winter vacation to promote its courses and launched a discounted trial course at 9.9 yuan per week on WeChat Moments to attract parents to place orders.

The outer layer of the advertisement adopts a 6-grid picture style, which is close to the brand tone of Gkid English. It uses cartoon pictures and corresponding English words, which is full of childishness and entertaining. It is matched with preferential copy: "The original price is 2598/year, and the current price is 9.9 yuan for a one-week trial class", which dispels customers' concerns about price and attracts customers to click to learn more details.

Gkid Moments Advertisement

Parents click to enter the inner layer of the advertisement, where a large cartoon poster with pictures and texts shows the course features of Gkid English training. The reasonable course setting attracts customers to sign up. At the same time, a jump button is set under each group of pictures and texts on the Gkid advertising landing page. Multiple buttons attract customers to click and improve advertising conversion rates. When the customer clicks the button, he/she will be redirected to the H5 interface to choose to pay. The courses are divided into different levels according to the different age groups of the children, so that parents can buy with confidence.

5. Early childhood education

Advertiser: Smart Mathematical Thinking

Advertising + Mini Programs combine to create community operations and fission marketing

Today, the daily active users of mini programs have exceeded 300 million. Using mini programs as advertising landing pages is lightweight, easy to use, and can reach customers repeatedly. Smart Mathematical Thinking targets this trend, leveraging WeChat Moments ads + mini-programs to gather fans, build communities, and improve advertising conversions.

The outer layer of the Smart Mathematical Thinking advertisement uses a large card style to enhance the overall texture of the advertisement. The title of the big card is "Grab 9 math lessons for 19.9 yuan", and the free courses attract customers to click.

Click on the outer advertisement to enter the mini program landing page, which is simple and easy to operate. Parents can place orders directly in the mini program or register as a member to learn more about the Smart Mathematical Thinking course details. The copy highlights "improving children's logical thinking" and "how children learn mathematics", using parent-child brands and course quality to stimulate parents' resonance and attract clicks and orders.

Smart Mathematical Thinking WeChat Moments Advertisement

At the same time, after clicking the registration button, the WeChat account of the Smart Mathematical Thinking teacher will pop up on the mini program landing page. After adding WeChat, the customer will enter the exclusive community for the course. Through subsequent community operations, Smart Mathematical Thinking can enhance customer stickiness, promote long-term retention and repeat purchases. From advertising exposure to mini-program retention and then to customer sedimentation, Smart Mathematical Thinking has formed a complete advertising and marketing closed loop.

Suggestions for education industry placement:

1. The hot marketing time of educational training institutions is concentrated in the winter and summer vacations . Preparations should be made one month in advance and reasonable marketing strategies should be arranged.

2. The advertising materials of educational training institutions should focus on parents' concerns about their children's academic performance, highlighting the course content and price advantages ; the internal and external layer designs should be creative, such as short video content that can attract more customer attention; you can also use real scenes of famous teachers tutoring or students in class to stimulate decision-making.

3. Educational training institutions can target customers by age, gender, marital status, interests and behaviors to ensure advertising effectiveness. At the same time, by using the customized radiation function of local promotion, educational training institutions can quickly circle customers in stores, residential areas and business districts within the brand radiation range and divert traffic to offline stores.

4. Advertisers in the education industry can use mini programs as advertising landing pages, which are lightweight, easy to use, and can be reached repeatedly, thus enhancing customer stickiness. They can also add customers on WeChat and make long-term reserves, build the advertiser’s own private domain traffic, and continuously output consumer conversions.

Author: Meng Xiaoju

Source: Weimeng Mengju