September and October are the golden months, and the Mid-Autumn Festival and National Day are approaching. The annual sales peak season is here again. How can educational and training institutions seize this marketing opportunity and inject a "booster" into the marketing in the second half of the year?

In this issue, the editor presents you with a " 2021 Mid-Autumn Festival and National Day Marketing Activity Plan " to provide new marketing ideas for educational institutions. Teachers in institutions who do not have marketing ideas yet should quickly follow the activity plan and take action.

Theme 1 : Mid-Autumn Festival has "gifts", National Day has "prices"

Theme 2 : Celebrating the Double Festival, Unlimited Gifts

The 2021 Mid-Autumn Festival and National Day marketing planning of education and training institutions can be divided into three stages:

Phase 1: Event warm-up (September 15th - September 19th) to attract fans and traffic.

The second stage: the official event (September 19th - October 7th) will give back to old customers with limited-time discounts, super-value benefits, and attract new customers to stimulate orders.

The third stage: maintaining customer relationships . Guide users into the private domain, perform customer maintenance operations, complete order upgrade conversions, and achieve marketing growth and user retention.

In addition, educational institutions can also create a festive atmosphere through splash screen ads, lucky draws, and the creation of themed stores to warm up and expose festive activities.

Activity theme: Mid-Autumn Festival has "gifts", National Day has "prices"

Tools used: Splash screen ads

Gameplay details:

Teachers can set a splash screen ad with the theme of " Mid-Autumn Festival Gifts, National Day Sale " to attract users' attention;

Teachers can also set up exclusive coupons and redemption coupons for the two festivals in the Maker Artisan backend, and receive coupons with one click through the splash screen ads, thus creating a festive atmosphere and arousing everyone's desire to consume.

Activity theme: Double Festival Lucky Wheel

Tool used: Lucky Wheel

Gameplay details:

During the warm-up stage, educational institutions can use the lucky wheel tool to set up lucky draws, prepare course materials, point rewards, coupons and other prizes, and use lucky draws to cultivate users' habits of visiting knowledge stores every day and create an event atmosphere .

When choosing prizes for the lucky draw, teachers from the institution can conduct a small survey within the community and select products that users are interested in, which will be more attractive for user participation.

Note : There will be some customers who are interested in the lucky draw event, so pay attention to the limit on the number of daily draws . It is recommended that each person has 3 free draws per day.

The Mid-Autumn Festival and National Day are celebrated together, and there are many kinds of activities that education and training merchants can carry out. Education and training merchants can activate users through group buying, flash sales, gift-giving for recommendations, event voting, etc., promote referrals from old customers to new customers, reduce the difficulty of monetization, and effectively improve conversion rates.

Activity theme: Mid-Autumn Festival and National Day group buying carnival

Tools used: Grouping tool

Gameplay details:

Teachers can set up a " Mid-Autumn Festival and National Day three-person group purchase event " and select popular high-quality courses as course products for participating in the event. For example, a popular course with an original price of 1,299 yuan can be set to a group purchase price of 899 yuan to attract students to participate with a larger price difference.

In addition, teachers can also use group buying tools to set up tiered group buying activities. Set the number of people in a group to 3, 5, 8, etc. Each level has a different corresponding price. The more people successfully place an order, the lower the price. This can quickly attract new customers and achieve marketing growth.

Activity theme: Double Festival super low discount big benefit war

Tool to use: Limited time discount

Gameplay details:

Based on marketing experience, limited-time discounts and flash sales have always been popular with users. In the tense atmosphere created by impactful words such as "countdown", "limited quantity" and "super low price" , users will be more willing to participate in the activities, and can also quickly bring considerable traffic to the platform.

Teachers can participate in this event by selecting courses that are popular, well-liked and priced suitable for flash sales on the platform, and use the "Limited Time Discount" tool of Maker Artisans to create a "Double Festival Super Low Discount War" flash sale zone .

Institutional teachers can set the time and purchase limit of flash sales based on the original price of the course and the promotion situation. For example, the time of the flash sale can be set to take place only from 10:00 to 11:00 on the Mid-Autumn Festival, and the video course with an original price of 365 yuan can be sold at a 10% discount, with a limited time and quantity, to make users feel a sense of urgency in participating in the event.

Activity theme: Double holidays learning is not closed

Tools used: Check-in

Gameplay details:

The Mid-Autumn Festival and National Day are long, which is a good opportunity for users to learn and improve themselves. Based on this, educational institutions can create relevant check-in activities with the theme of " Double Festival learning is open all the time, check in every day to win free meals " during the Mid-Autumn Festival and National Day.

During the event, students participate in daily learning check-ins and share their learning experiences on the knowledge payment platform in the form of text, pictures, videos, audio, etc.

The check-in activity supports background selection and comments. The platform operator can screen high-quality check-in content based on the students' check-in status, and select the check-in content of 10 users as the selections. The selected users can obtain the right to study the institution's full-priced courses for free .

In addition to setting up calendar check-ins, teachers in emotional, family education, and marriage and love institutions can also design activity-themed check-in activities, such as "Double Festival Family and Country Stories" and "I Want to Tell You a Story" . Students can share their own family and country stories, and emotional stories through check-in activities, and get to know the students through check-in activities, so as to develop new courses.

Activity theme: Deep love for Mid-Autumn Festival and welcoming National Day

Tool used: Event voting

Gameplay details:

Mid-Autumn Festival and National Day are important nodes in the second half of the year. With the arrival of the double festivals, educational institutions in different fields can flexibly plan double festival theme competitions based on their own industry characteristics .

For example, art education institutions can organize painting and calligraphy competitions with the themes of "Mid-Autumn Reunion" and "Double Festival Family Celebration"; dance and vocal music institutions can organize "Mid-Autumn Festival with Deep Feelings and National Day Celebration" and "Singing Praises to the Motherland" dance and singing competitions; family education and early childhood education institutions can plan "Set out for Love, Parent-Child Mooncake DIY" theme activities, etc.

These theme competitions are mainly conducted through the " Activity Voting " function of Maker Artisans, and the organization needs to set the content and format requirements of the competition.

Students can freely upload pictures, videos, audio and other works as required, and rank in the event through voting, with different rewards given based on the number of votes.

Activity theme: Golden Week for course purchases, recommend and win gifts

Tools used: Recommended

Gameplay details:

During the double holidays, educational institutions can attract new customers by launching marketing activities such as "Purchase courses during the golden week, recommend and win gifts". With the help of the " Recommendation Gift " function of Maker Artisan, you can set the recommendation activity type, referral reward method, etc. Students recommend course content or store homepage as required, and the recommendation is considered successful if the recommended user visits, registers or purchases the course.

According to the hierarchical reward settings of the recommendation gift function, educational institutions can set the recommendation rewards as follows when planning recommendation gift activities:

In addition, after the event, the relevant event operators should use data analysis tools to review and analyze the event results , summarize the advantages and disadvantages, and maximize the effectiveness of the marketing activities.