Enrollment marketing strategy skills for educational institutions!

In 2020, due to the epidemic, the enrollment path for offline education and training institutions seemed particularly bumpy and rugged. As the epidemic recurred, the business of educational and training institutions also fluctuated.

Various educational institutions have put a lot of thought into recruiting students and attracting customers. Some educational institutions and educational enterprises have begun to transform and expand online, embarking on a new journey through the OMO operation model.

So, how can educational institutions better carry out enrollment marketing? Let’s take a look at some marketing strategies!

1. Promotion, flyer distribution, referrals

For those education and training institutions that only have offline operations, the marketing activities they can carry out are relatively limited, because the students they recruit are generally from nearby schools or those who live near the institution. Therefore, common enrollment marketing methods include door-to-door promotion, distributing flyers, referrals, etc.

The cost of door-to-door promotion and flyer distribution is high and the conversion rate is low. Relatively speaking, the success rate of referrals is higher, but it is also quite limited. Without certain reward services, it is difficult to have a large number of referrals.

2. Fission Marketing

Fission marketing, also known as viral marketing. Generally speaking, one person tells ten people, and ten people tell a hundred people. Just like a user spreads information, 10 users receive the information, and then new information spreading begins. The most popular low-cost marketing method is fission marketing. You can use fast forward and fission with one click.

Fission marketing is more suitable for educational institutions and educational enterprises that combine online and offline operation models. Through online fission marketing activities, users can use it both online and offline. Online communication through the Internet can spread the interaction to a wider range and allow more people to participate in the interaction.

There are many forms of fission marketing, including: group buying, posters, communities, etc.

Taking Maker Craftsman, an educational SaaS technology service provider focusing on the education and training industry, as an example, Maker Craftsman has built an online platform for educational institutions and educational enterprises, covering functions including group buying, posters (a great tool for increasing followers), and communities.

Merchants can better attract users' attention and forward purchases through group buying activities, poster forwarding, and social media conversion.

Through self-sharing and transaction completion, multiple weakly related users can freely form groups, causing the number of groups to grow exponentially, thereby accumulating accurate users. The group buying form can help organizations quickly acquire customers at low cost.

Poster forwarding mainly refers to forwarding posters to your circle of friends, inviting friends to help, and following the official account. You can get rewards after completing the task. The education and training industry can choose to send books, offline experience classes, or virtual goods, e-books, information packages, etc. Poster fission is one of the important channels to quickly increase fans and potential customers, and achieve fission growth of fan users.

Community fission is to promote to seed users through bait posters to attract seed users into the community. And through automated reminders within the community, group members are prompted to complete poster forwarding tasks, which drives social relationships among group members, brings new users into the group, and repeats this process in an efficient way to increase users.

Educational and training institutions can gather a group of target users with the same needs based on gimmicks such as preferential benefits, free collections of learning materials, etc., take advantage of the group's profit-making psychology, explain the sharing reward mechanism, and use the group effect to guide users to share and forward.

3. Cross-industry alliance

Cross-industry alliance is to bring together related businesses and training institutions that have overlapping target groups but no competition, so as to maximize benefits. Share advertising space and user resources, co-organize events, share information, and cooperate with related organizations to use both parties' platforms to increase exposure and promote sales.

For example, K12 education and training institutions can cooperate with bookstores to achieve mutual benefit and win-win results. K12 education and training institutions can give user students coupons for designated bookstores to guide them to shop in those bookstores. Bookstores can place conspicuous decorations such as posters, roll-up banners, etc. in the store to promote educational institutions and give out instant discount coupons for registration.

In the field of education and training, there are three main forms of cross-industry alliances:

First, help the other party increase customer flow by providing gifts to the cross-industry alliance, such as putting up a sign at the door saying "gifts for entering the store" to help the cross-industry alliance attract customers through gifts;

Second, help the other party increase the transaction rate by turning the courses of the education and training institutions into coupons or gifts, and let the relevant businesses in the cross-industry alliance promote them. For example, you can give out coupons when you spend 100 yuan or more, and help close deals through gifts or coupons;

Third, help the other party activate old customers. Educational and training institutions can provide gifts and ask cross-industry alliance merchants to give them to their old customers, and the institutions can also easily gain these old customers.

4. Price Marketing

Most educational institutions will engage in marketing activities such as recruiting students and attracting traffic through price wars, using free and low-price services to stimulate users' desire to consume.

Free and low-priced courses can quickly attract the attention of a large number of users, attract traffic through free and low-priced trial classes and experience classes, and then ensure the quality of the courses to guide users to sign up for paid high-end courses. Help organizations achieve profitability through low-price conversions.

The same is true for online education platforms. For example, the technical service Maker Craftsman mentioned above provides video, audio, fun tests and other functions for educational institutions and educational enterprises. These functions are often used by businesses to set up traffic-generating courses, using short, interesting videos, audio, and small tests to attract the attention of user fans, thereby achieving further conversions.

The combination of online and offline operations in the education industry is an inevitable trend in the future development of the education industry. Especially after this epidemic, offline education and training institutions have become more aware of the importance of online operations.

Offline is the precipitation of online, online is the upgrade of offline, and the combination of online and offline is the sublimation of the operation of teaching and training institutions and educational enterprises. If the OMO model is done well, the operation of teaching and training institutions will be taken to a higher level!

Author: Maru Maru

Source: Wan Wan Zi