Advertising plan planning and proposal skills and methodology!

A certain educational client is a well-known online tutoring institution for primary and secondary school students in China. It recently collaborated with a well-known thinking and logic variety show to launch a customized gift package for primary and secondary school students for 9 yuan during the winter vacation, which included 6 live online classes, 10 teaching aid gift packages such as the Jigsaw Puzzle, etc.

If you are asked to help this client develop a marketing strategy, how would you conceive it from the perspectives of targeting, creativity, bidding, etc.?

Let’s take a look at two excellent advertising strategy examples.

1. Program planning and proposal skills

Excellent advertising strategy case (1)

1. Problem Analysis

• Customer Type: Education Customer
• Customer needs: gift package sales and subsequent course promotion
• Promotional activities: co-branded with well-known variety shows; 9 yuan customized gift package
• Target customer group: primary and secondary school students

2. Delivery strategy

1) Targeting settings

• Region: Nationwide
• Age: 30-45 (parents of primary and secondary school students)
• Gender: No limit
• Keywords: education interest keywords

2) Creative style (all platforms are available)

• Large picture style, group picture style
• Video Style

3) Landing Page

• Form
• Card voucher form

4) Creative Dimension

• Highlight the 9 yuan price advantage: Online 1-on-1 teaching, only 9 yuan, you can make up lessons at home
• The number of highlights is limited: claim it within a limited time! Online all-round tutoring course in Chinese, mathematics and English, limited to 99 places!
• Collaboration with well-known domestic variety shows: {location} benefits! XX program famous teacher recommended course, only 9 yuan!
• 10 tutoring packages from a well-known institution: Online 1-on-1 tutoring is really not expensive, and there are 6 live online classes at {location}!

3. Bidding strategy

1) During cold start

• oCPM bidding is recommended

2) After the model is stable

• CPA bidding is recommended

Excellent advertising strategy case (2)

1. Targeted strategy

1) Geographical targeting

• Nationwide

2) Gender orientation

• Women's Group

3) Age targeting

• 25-45 years old

4) Time and time period

• Around December 15 (launched half a month before product promotion), all day

5) Interest keywords

• Books, tutoring, education, learning, training, etc.

2. Creative Strategy

Policy Content

• VIP members can grab the 9.9 yuan course
• Book in advance to enjoy a special course at 9.9 yuan
• Limited to XX places, grab the 9.9 yuan course
• Well-known Thinking Logic and XX Education Team recommend a 9.9 yuan gift package
• Get the coupon to enjoy 9.9 yuan XX special course

3. Bidding strategy

1) Bidding method

• It is recommended to combine CPA and oCPM

2) Bidding rhythm

• The starting bid is around 30-50 (high bid in the early stage to grab volume, lower bid in the later stage)

2. Creative planning writing skills

Starting from the high-quality copywriting and high-quality materials of the following educational case, think about how to dig deep into high-quality creativity by looking for causes at the upper level, results at the lower level, opposites on the left, and similarities on the right.

Case content:

High-quality copywriting: To learn English, you need to find a one-on-one North American teacher! XXX helps children learn authentic English

High-quality materials: Parents/foreign teachers accompany learning scenes

1. Find the cause at the upper level

1) Copywriting

• North American foreign teachers
• Inspiration point: I don’t like to learn English because I can’t find a good teacher.
• Authentic English
• Inspiration point: Many English teachers do not speak authentic English.

2) Materials

• picture
• Outdoor scene: Children and foreign teachers actively communicate and learn from each other.
• video
• Teaching video: When the time comes, the child takes the initiative to interact and learn with the foreign teacher.

2. Next level - find results

1) Copywriting

• Inspiration point: The advantage that children will have after having better spoken language.
• Inspiration point: The difference between oral English after learning from other institutions.

2) Materials

• picture
• Indoor scene: Free communication with foreign friends
• Outdoor scene: Traveling abroad
• video
• Indoor scene: Watching cartoons/movies with original English soundtracks, etc.
• Outdoor scene: travel abroad and communicate easily

3. Left - find the opposite

1) Material

• Problem Analysis Oral Level Construction Comparison
• The child's Chinese accent is not standard
• Spoken English improved after XX time
• Comparison of teaching model construction
• One-to-one advantages
• One-to-many disadvantages

4. Left - Find similar

1) Copywriting

• Children speak fluently
• Speak English like a native speaker

5. Mind Map

The above is today’s sharing. Have you learned such an excellent methodology?

Source: Aichi SEM