Build a training camp SOP from 0-1!

Training camp is one of the projects I have managed most in the past two years. Here I prefer to call the training camp a project rather than an activity because the time, energy, cost and value required to run a successful training camp are enough to require the resources of a project to support it.

In the past two years, I have polished the conversion model of the training camp for 5-6 new products from 0-1, and therefore summarized a set of SOPs suitable for adult education. Next, I will share my own thinking method of building a training camp SOP from 0-1, hoping to help more colleagues.

Before that, let me share an important point: no SOP can be applied directly. Even the same product needs to be adjusted under different organizational structures, and even the same organizational structure needs to be constantly iterated.

So what I share is more of my personal thoughts on the project from 0 to 1. The reusable logic is not limited to the training camp, but can also be reused in other projects!

1. User insights and matching value

The core purpose of the training camp is to let users feel the value of the product and the service, so as to guide them to convert to high-priced products. Therefore, the first step is to analyze the product attributes, concretize the user's needs, and then match the corresponding valuable content.

1) Course positioning: Traffic pool users + drainage population = target population for full-price courses?

Match the target audience from a product perspective to improve conversion.

2) Content value + development rhythm = user experience↑↑↑?

Think about how to provide a sense of value and gain to the target group, let users have the "aha" moment, and reasonably plan the practical content and marketing rhythm so that users will naturally begin to look forward to subsequent content during the experience, and be able to understand the industry prospects and career planning, and have good recognition and expectations for the future of this skill.

3) Temperature + humidity (training camp essentials) + attitude = service experience.

Temperature: The relevant personnel in the training camp need to be "real people" who pay real attention to the user's learning situation, provide help and support, solve problems, and reflect their personalities.

Humidity: Whether the content of the training camp is dry enough and whether users can feel a sense of gain.

Attitude: How to specifically reflect the temperature + humidity so that users can feel it, such as live broadcast playback, homework comments, community supervision, learning results acceptance, etc.

The service link is very important. If you just execute the copywriting and scripting in the SOP, you will be more like a robot. At the very least, you must provide service that exceeds that of formal students in order to impress the students in a short-term training camp.

4) Learning incentives = increased conversion rates in each link = performance output

Learning rewards are the driving force for getting results. Most people are not self-disciplined and may not be able to stick to even a three-day training camp. According to experience, a decline in the number of participants in 1-3 classes is inevitable, so it is necessary to reduce daily user churn.

The setting of rewards also needs to be considered based on user portraits. For example, the college student group can be given "2021 Job Hunting Guide", "Resume Writing Template", "Interview Handbook" and other similar gifts of urgent need. The purpose is to improve the completion of classes and homework, so that students can actively/passively complete their learning.

Make the training camp process like a game, "get a reward for passing a level".

5) Instructor: Background + Ability + Cooperation = Training Camp Conversion

The instructor is the most important person in the training camp. It can even be said that most of the transaction factors are due to the instructor. The core purpose is to incubate more high-intent customers and thus convert

Background: The influence created by the background of a big shot and that of an ordinary lecturer is very different. For example, "Master's degree from Peking University + 5 years of operation director at Alibaba" and "5 years of operation director at a certain company", it is obvious that the former is more impressive. The lecturer's endorsement should be as concrete as possible and better packaged, which is a very important part of building trust.

Ability: Professional knowledge can be divided into breadth and depth. In my opinion, the most important thing for a marketing instructor is breadth. In layman's terms, it means that he or she should not only understand technology, but also understand the industry and the market. Because the training camp is mostly facing students with no basics or beginners, for them, what can better enhance their interest and confidence in learning will be "planning" knowledge. Depth means the level of mastery of the skill. Usually, teachers of formal courses have higher requirements for this level.

Collaboration: The instructor must have sufficient time. For example, when the operator cannot answer community technical questions, the instructor will need to intervene. In the early stages of the training camp, try to review the situation daily and make timely adjustments.

2. Build a venue and create an atmosphere

The creation of a venue atmosphere is also a core element to the success of a training camp. Whether in a community or a live classroom, a good venue is needed to enhance the students' experience and feel the motivation of "a group of people persisting."

1) Peak-end rule - opening ceremony

It is very important to have a sense of ceremony when conducting a training camp. Generally, the training camp will only really begin after the opening ceremony, so the opening of the camp must be done well. If the atmosphere at the beginning is not created well, the first impression on users will not be deep, and the subsequent participation rate will also be affected.

I usually divide the opening ceremony into two modules: brand promotion and training camp introduction. During the opening process, the company introduction, trust endorsement, industry prospects introduction, etc. need to be given to users. The purpose is to allow users to have a basic understanding of the skills and industry, and to facilitate later learning conversion. For example, in the traditional 1V1 sales model, each course consultant has to introduce all these contents to the user, but the efficiency is usually very low. Through the training camp opening method, the one-to-many communication can be completed directly. Even if the final closing of the order still needs to be completed by sales, it can reduce more early preparations and enter the collection stage more quickly.

The purpose of the training camp introduction is to make the rules and content clear, while the need for a self-introduction can be determined based on the actual situation. For example, this method can be used if the basic information of the trainees is not obtained in advance, or "operational courses" can promote communication among peers.

2) Community Q&A + topic interaction

If the training camp group is too static, or the topics are always too general and often go off track, it will also affect the effect. Therefore, some agents are usually needed to intervene, ask some questions, and then trigger discussions within the group, which will eventually be answered by official personnel. This way, many users' questions can be answered at the same time, which can trigger the emergence of potential customers.

The second way is for community administrators to proactively raise topics, such as industry hot spots, community Q&A, and other forms of content.

Controlling the activity within the group and using the water army to focus users' attention on courses and technologies can improve the effectiveness of the training camp.

3) Multiple touchpoints = increased engagement rate

SMS, public account, private chat, group announcement, classroom push, phone call...

Just reach as far as possible.

4) Instead of talking all by yourself, listen to what others say

Users will perceive the same words differently when spoken by themselves and by students. Inviting some students to share their true feelings can more easily bring other users closer, thereby increasing trust.

5) Social media content is essential to deepen impressions and pave the way for conversions

As long as it is core knowledge that helps improve cognition and conversion, even if it has been mentioned in class, it is necessary to deepen the impression again in the group, whether through class summaries, knowledge point supplements, etc., to fully let users maintain expectations for the product and improve their cognition.

6) Peak-end rule-camp closing ceremony

Whether a training camp is successful or not ultimately depends on the impression it leaves on users, so the beginning and the end are particularly important, which is directly related to the final settlement and the user recall effect of subsequent activities.

The closing ceremony can start with full attendance awards, ranking awards, etc., and then distribute some benefits to hype up the group’s popularity, and then release the last limited promotion of this training camp. This process requires the class teacher’s ability to control the community operation, as well as the ability of the Internet water army to promote it.

The beginning of the camp is the beginning of closing orders. At this time, sales are basically focused on talking to high-potential customers, so the group must constantly create a sense of urgency, create scarcity, and maximize the potential customers.

3. Data construction, key actions

The above basically sorts out the key points that need to be considered when setting up a training camp from 0-1. In order to be able to statistically analyze the results, data is essential.

Everything from traffic data to classroom data must be complete. In fact, there is also a data table of the participation effect of social sharing activities. Considering that there is too much content, I have not put it up. Just sort it out according to your own business type. This is for reference only.

There is also a key action execution table, which sorts out the important links of the training camp in advance, implements the corresponding goals and responsible persons/cooperating personnel, improves the content of the key actions, clearly knows the person in charge and content of each link, and each executor will know what needs to be done in the entire chain.

4. Personnel division of labor and preliminary preparation

After all the above content has been confirmed, we will officially start the division of labor and preparation, because the above content needs to be planned by the coordinating personnel, and only after the framework is output can the work be better subdivided.

It is mainly divided into three stages: preparation, implementation and closing. Due to the limited length of the article, I will not elaborate on each one. It is roughly divided into the following contents. It should be noted that each sub-stage needs to have a corresponding person in charge, and there should be no vague division of work during the project, otherwise negligence is likely to occur.

After clarifying the corresponding division of labor and content, it will be easier to discover problems and improvements in each link, which will facilitate the later iteration of project management.

5. Process testing and pre-job training

After the preparatory work is completed, it is necessary to start the execution division of labor and process testing. The execution division of labor refers to the community operation personnel, the coordinating personnel in each link, etc.

Testing requires full-chain testing, from attracting new members - joining groups - taking classes - reaching out, to ensure the fluency of the copywriting in each link and the effectiveness of corresponding tools (such as Weiban Assistant, automatic welcome settings, etc.), and timely optimization.

The training mainly focuses on key executors, such as community operation, water army scripts, instructor rhythm and content (important), as well as sales follow-up scripts. Many sales people have a more personal style for follow-up visits after the training camp, and usually pursue short and fast results. Therefore, this link must instill the rhythm of the training camp and let sales follow the rhythm, otherwise it will affect the user's learning experience. Similarly, the copywriting and scripts for the follow-up visits must also be prepared and notified in advance.

6. Execution feedback and flexible adjustment

When all the preliminary steps are completed, we will officially start the work. However, we will definitely encounter many unexpected problems in the early stage. For example, the problems I encountered in the early stage were: the network disk tool is too large, and the download is very slow without VIP, so it is necessary to temporarily create a QQ group to share; potential students privately set up small groups to study together, resulting in performance loss; the live broadcast platform is stuck, etc.

At this time, many temporary plans need to be launched, so these must be prepared in advance and the situation must be controlled flexibly.

Another thing is the collection of students' questions. Self-written scripts are not as down-to-earth as real things. You must pay attention to group messages. Operations staff not only need to respond in a timely manner, but also collect students' questions and generate a "script library" for later use, which can better lead the pace in the group.

7. Project completion and traffic integration

When all the processes of traffic diversion and order closing are completed, the traffic is still very valuable. Diverting as much traffic to the private domain as possible is the core action of the finalization, but at the same time, it is also necessary to collect feedback from the training camp at this moment. The real feedback from users is the core foundation of iteration.

1) End-of-camp survey form: You can give out some small benefits to encourage users to fill out the form to collect feedback for review and iteration.

2) Guide the private domain: What I usually do is to add and operate the corporate WeChat account - service account - IP number - traffic group (circle of friends operation). I have written an article about the operation of the traffic group before, so I will not go into details here. If you are interested, you can click on the homepage to check it out.

8. Review and archive, SOP optimization

Generally, when it comes to the review phase, I will require everyone involved in the project to propose 3-5 improvement points, no matter how big or small, because how the review is conducted determines the effectiveness of the next activity. Generally, the first few reviews expose the most problems, and only when the subsequent model is stable will it become small-step iterations.

I will not present the specific content of the review here. I am used to analyzing the actions and problems in each link, the feedback from the participants, etc. from a data perspective. I will have the opportunity to output my understanding of the review later.

Final Words

This article does not go into detail about certain details, but is more about organizing my experience and thoughts from 0-1. Because there are too many details to expand, it may take more time to slowly output them.

Author: Dongbala Operation

Source: Dongbala