Cases + Data | Is the effect of investment in the education industry poor? That’s because you didn’t choose the right channel!

Every year from July to September, when summer vacation comes, students will have two more months of free time. This is the best time for educational institutions to compete for user time and carry out marketing promotion .

In the past, educational institutions’ promotional methods mostly included: distributing flyers at the school gate, lectures by experts and professors, and telephone sales. Now, the online promotion of educational institutions has become quite mature. Initially, Baidu promotion was the most popular, but now the advantages of WeChat Moments and QQ Space are more prominent, and it has become the main promotion method for educational institutions.

So, how do educational institutions promote themselves on WeChat Moments and QQ Space? In this issue, we have selected several cases with good results for analysis, and attached the effect data for your reference.

1. Distribution channels

WeChat Moments Local Promotion

2. Promotion features

A training institution for primary and secondary school students in a third- or fourth-tier city has a relatively low CPM bid and its main target group is parents. The main business is to collect customer consultation, and one customer consultation can cost less than 50 yuan. Converted to Wuhan, the cost is about 100-200 yuan.

3. Promotion effect

• Exposure 150,000;
• The picture has more than 1,000 clicks;
• Collected more than 40 sales leads

4. Material Analysis

It focuses on extracurricular training and tutoring, using "core test points", "score improvement", "academic masters", "excellent students" and other concepts to attract parents. The content is natively displayed in the information flow of the circle of friends: it is secretive, and it seems that only a few people know about it; the trust seems to come from the recommendations of friends around. Ultimately, parents feel that this is a method that few people know about that can help their children win at the starting line.

1. Distribution channels

WeChat Moments Local Promotion

2. Promotion features

The club is positioned at a relatively high end and is only offered to users whose mobile phones cost more and whose average order value is slightly higher. It requires in-store service and the coverage area cannot be too wide, so it is only offered in areas near stores. The trial investment was less than 1,000 yuan, and the conversion resulted in a contract worth 20,000 yuan.

3. Promotion effect

• Exposure 10,000+
• 360+ clicks on stores and pictures
• Collect 12 sales leads

4. Material Analysis

A local swimming training institution with a parent-child theme displays native content to surrounding potential users based on age, gender, interests, mobile phones and other dimensions. Imagine a young mother seeing photos of other people’s children having fun in a swimming club on her circle of friends. Wouldn’t she be moved? Looking at the address again, it is in a business district that I am familiar with; plus with the appointment for promotion, the deal was signed smoothly.

1. Distribution channels

Guangdiantong QQ space information flow

2. Promotion features

APPs for online learning for primary and secondary school students are mainly downloaded and studied by students themselves. The main user group of QQ Space is primary and secondary school students, which is consistent with the audience of the APP. Most students use Android phones. Basically, the cost of activating Android is around 3-4 yuan, and the retention rate on the next day can reach 50%.

3. Promotion effect

• Exposure: 1.16 million
• Click-through rate : 2.55%
• Average click price: 0.44 yuan
• Download rate: 29.86%

4. Material Analysis

The advertising materials are based on scenes from students’ real lives, and combined with some APP features that can solve their pain points, they are displayed in the information flow of QQ Space. When ancient Chinese translation and word interpretation can be completed with just one click; when pretty girls in school uniforms are also using it, are you tempted too?

1. Distribution channels

Guangdiantong Mobile QQ Space, QQ Browser

2. Promotion features

A driving school in Guangzhou only provides services to Guangzhou locals, who are over 18 years old, as the city has a large floating population. The client's monthly advertising expenses are around RMB 200,000 to 300,000, and the volume of customers acquired each month is also very large.

3. Promotion effect

• Exposure: 2.36 million
• Click-through rate: 2.71%
• The average click price is less than 0.95 yuan

4. Material Analysis

By directly using the driving school environment and learning vehicles as the materials for the advertising, and limiting the preferential policies only to the people in this city, the conversion of the local population has been greatly improved.

Most people do not have a strong sense of self-initiative when it comes to study planning. They often want to learn what others are learning. The circle attributes of WeChat Moments and QQ Space cater to this point very well. For example, when parents see other people’s children doing well in their studies on WeChat Moments, they will be very motivated; when students see their peers learning something on QQ Space, they will also want to try it.

The Moments and QQ Space cover two types of people very well: those who make decisions for learners and those who have the power to make independent decisions . They can influence each other and promote learning plans. At the same time, based on the social attributes of Moments and QQ, information can be delivered to potential target groups in a labeled manner according to user behavior .