How do K12 education and training institutions use "Double 12" to carry out promotional activities?

For educational institutions, there are relatively many time points in a year when promotional activities can be carried out. How to seize hot spots, create topics, and achieve high sales points is a question that every educational institution needs to think about.

In the past "Double Eleven" carnival, many educational institutions have taken this opportunity to create a wonderful marketing campaign , which has achieved a leap in course sales and attracted the attention of a large number of students.

However, there are also educational institutions that missed out on Double Eleven and did not have time to take advantage of the marketing opportunity, as well as parents who did not have time to register and want to get benefits and achieve results in the last "shopping festival" at the end of the year.

For example, in the K12 field, the autumn classes are coming to an end at the Double 12 time point, and it is also close to the end of the semester, so parents and students will have a higher intention to renew.

Take the K12 education and training institution that built an online platform with the help of Maker Craftsman, a SaaS-focused education technology service provider, as an example. Let’s see how they promoted the renewal of old students, attracted new students, increased student stickiness, promoted consecutive enrollments in winter and spring, and got off to a good start in the new semester!

First of all, when the K12 industry launches this "Double 12" event, it is necessary to determine which part of the target population this event is targeting?

——Core group: old students;

——Potential groups: those who know the new students who have not registered and those who do not know the new students who have not registered.

Secondly, in the K12 industry, the paying groups are all parents, so it is necessary to formulate preferential policies centered on parents.

During the event, educational institutions can use the [Store Decoration] function to create a store activity atmosphere, allowing people to feel the full atmosphere of the event as soon as they enter the store.

Display event information on store carousels, splash screen ads, columns, micro pages and other related pages with consistent tones and themes, so that new and old students can feel the atmosphere of the event as soon as they enter the platform and increase their desire to buy.

So, let’s first talk about the activity strategy for old students:

Activity 1

Through the [Recommendation Gift] marketing function, a referral reward policy is formulated: old students who introduce new students to try out, consult or participate in various activities will be given a small reward, and super large rewards will be given after registration.

For each classmate an old student brings to a free trial class, he/she will receive a 100 yuan voucher (which can be used to deduct tuition fees when registering in the spring); if an old student signs up for an offline course after taking the free trial class, he/she will be given a bonus of 500 yuan per person, and the parents of the new students who register will be given a 500 yuan voucher (which can be exchanged for courses or equivalent gifts).

Activity 2

Through the [Followers-Increasing Artifact] function, you can post the follower-increasing posters obtained from the official account to your WeChat friends or Moments, and invite twelve friends to follow the official account, and you can receive a Double 12 gift package (VIP season card).

Combined with the [Lucky Wheel] function, participating in the lottery will give you a chance to win vouchers worth 666 yuan, 333 yuan, or 111 yuan (which can be used to offset offline course tuition fees), which can be used in conjunction with other discounts.

Activity 3

Through the [Limited Time Discount] function, we promote it to old internal students and offline students, and launch limited-time flash sale promotions for VIPs on the online platform. The VIP membership, which originally cost 365 yuan, is now only available on 12.12, and the promotion is only valid on Double 12 day.

Activity 4

Through the [Friend Irrigation] function, the "High School Mathematics Winter Vacation 7-Day Training Camp" friend irrigation activity is launched. Users need to collect 20 supports to study the course for free.

If users want to learn, they will actively share the course content and ask their WeChat friends for help, which will quickly increase product visits and brand exposure in a short period of time, while also bringing in new users.

Now let’s talk about what activities can be launched for those new students who have been understood but not registered and those who have not been understood but not registered!

For new students who have not registered but come to offline institutions for consultation during the event, they can register their information and follow the store’s official account to participate in exquisite gifts, lucky draws, or offline free trial classes. Invite users to forward photos of the event or posters to their friends circle to collect likes, and they can get additional exquisite small gifts + course registration vouchers, thereby guiding users to register.

For those new students who have not understood and have not registered, coupons or redemption vouchers can be pushed to them after they enter the platform. It can be used both online and offline. On the one hand, it can guide users to pay attention to online courses, and on the other hand, it can guide users to have a trial experience offline.

At the same time, free trial live classes can be offered to new students who have been known but not registered and those who have not been known but not registered. To enter the live broadcast room, you need to fill out a form online and conduct a simple survey so that you can track and convert the students later. During the event, registered students can enjoy instant discounts on course registration.

You don’t need many marketing activities, but every activity launched must hit the user’s psychology directly. Educational and training institutions should quickly seize the last marketing hotspot at the end of the year and create sales highs!​