Family education counselor-Tencent advertising case!

Introduction:

1. What is a family education counselor?

1. Family education counselor: A professional instructor who uses theoretical knowledge of various subjects (social family studies, education, and applied psychology) to help change children's living habits, establish children's excellent moral character and responsibility, and help families grow happily. *Source of the term: WeChat search - search - Sogou Encyclopedia

2. “Family Education Guidance” course classification:

There are two main categories:

Courses in the direction of family education (parent classes) and courses in the direction of family education certification training;

3. Family education industry chain map - simplified version (continuously updated)

• Why is family education guidance training so popular?

1. Favorable national policies

The Family Education Promotion Act passed as a 2021 ballot measure is a milestone

The National People's Congress began to implement the revised "Law on the Protection of Minors" on June 1, 2007. Article 2 of Chapter 2 clearly states that "parents or other guardians should learn family education knowledge, correctly perform guardianship responsibilities, and raise and educate minors." Relevant state organs and social organizations should provide family education guidance for parents or other guardians of minors;

From 2010 to 2015, the All-China Women's Federation successively issued the "National Family Education Guidance Outline" and the "Guiding Opinions on Strengthening Family Education Work".

In 2021, the much-anticipated family education legislation will finally be implemented, and the draft Family Education Law has been submitted for review.

2. Strong market demand

Currently, 50% of families in China spend an average of more than 10,000 yuan per year on education. Children's education expenses account for an average of 25% of total household expenses. The upgrading of demand in the family education market is inseparable from the improvement of national consumption levels and provides an economic foundation.

According to data forecasts, the growth rate of China's education market has increased in the past two years, with a good development trend. The combination of online Internet and family education has also brought bright growth space, prompting the market to grow faster.

In addition, most Chinese parents have insufficient knowledge of family education, and the parenting methods and information are complicated and unscientific, so the market demand is huge.

3. Large talent gap

In developed countries such as Europe and the United States, there is one family education counselor for every 330 people, while in the United States, the number of family education counselors exceeds 800,000, and the talent gap is about 4.6 million. In fact, family education counselors are still in their infancy in the country, and there is a huge bonus period.

• How to enter the family education training market?

1. What kind of institution is suitable for family education training?

How institutions with different attributes should transform or reasonably expand their subjects has become a point of exploration for current educational institutions in search of new opportunities. As for family education counselor courses or certifications, not only is the demand reasonable but also driven by policies, parents and education practitioners are also gradually paying attention to this new opportunity for expanding subjects.

The biggest advantage of vocational education is that it has a clear employment orientation. Students usually aim to find employment or obtain certificates. However, the repurchase rate, renewal rate and user stickiness are relatively low. It costs more to attract customers. Increasing the average customer price is a solution.

As for the problem of short user life cycle, we can build a lifelong learning platform for a certain track or segmented training category, or reasonably expand courses for the current demand group, improve repurchase rate and increase corporate revenue.

The "Family Promotion Law" clearly states that primary and secondary schools, and kindergartens must include family education guidance services in their work plans; at the same time, family education integrates theoretical knowledge of pedagogy, psychology, and social family studies. From the demand level, schools and education practitioners and people in psychological counseling-related businesses all have the need to learn courses related to family education guidance; that is, institutions related to teacher qualifications and psychological counselors can consider expanding the subject.

Therefore, whether from the perspective of employment needs or family needs, family education guidance is a need throughout the entire life cycle of the family. Both certification institutions and transformation institutions can reasonably expand courses based on the scale and efficiency of the enterprise.

2. What are the certification agencies currently on the market?

There are many types of certification agencies on the market. Among them, the more common ones are: China National Training Network, China National Personnel Talent Network, Beijing Normal University Education and Training Center, China Caring for the Next Generation Work Committee Children's Development Research Center, Chinese Academy of Management Sciences, China Youth Research Center, China Children's Culture and Art Promotion Association and other institutions.

• Some leading institutions in the industry

Family Education (Parents Class) Direction

Ivy League Parents Academy, New Oriental Education, Gaotu, Parents Help, Fan Deng Reading Club, Golden Silk Knot Family Education, etc.

Family Education Certification Training Direction

Dingdang, Super Vocational Education, Salt Classroom, Golden Knot Family Education, etc.

• How advertising can help your business get started quickly

Often, a new course will encounter a variety of problems during the advertising launch period, such as lack of volume, high costs, slow volume growth, and rapid material decay. What product capabilities can help us quickly grow our advertising volume and maintain incremental growth in different delivery cycles? What kind of links are suitable for our courses?

5. Launch and operate SOP

Different course systems have been established based on different groups of people. According to the course positioning, they can be divided into the following two categories:

• Link Settings

• Course Purchase Link

Low-price course - effectively filter low-quality users and improve SKU industry competitiveness

In the direction of family education (parents' classes), through online live broadcast or recorded broadcast, adopting the institutional large-class model, online retention and class or low-priced class links, the following is the landing page style.

• Form link

Form collection-obtain information about potential users of family education instructors at low cost

Focusing on the training direction of family education skills certification, through application guidance and course selling point analysis, the main target audience and the value of the certificate are highlighted to encourage users to submit form information and make subsequent conversions and apply for the exam.

Landing page reference:

• Account infrastructure settings

Basic construction level

Number of ads: For new accounts, we recommend 15-25 ads per day. For old accounts, we recommend 25-45 ads per day. At the same time, you should reserve 10 “substitute” ads. When an advertisement is shut down, or when the top advertisement declines, new advertisements must be promptly “filled” to ensure that the number of advertisements placed daily is within the “recommended range”.

New ad opening time : It is recommended to open in batches at 5 am and 4 pm every day

Budget setting: It is not recommended to set limits, especially daily budget limits for ads, which will affect the volume; it is recommended that the account balance is sufficient and maintained at more than 5-7 times the average daily consumption.

Bidding strategy: It is recommended to use "prioritize volume" first. The relative advertising capabilities are more prominent, which is reflected in higher single advertising consumption and more ideal costs. ps: Priority will be given to quantities exceeding the cost threshold by 30%.

It is recommended that new accounts bid at least 10% higher than the market level, otherwise it will be difficult to get exposure; for the same account, the bid difference between different advertisements cannot exceed 5%.

Material usage: It is recommended that the same material be used in no more than 5 advertisements, and the same copy be used in no more than 10 advertisements. Avoid using the same copy for all ads, even though the creative materials are different.

Shutdown criteria: If the consumption of new ads exceeds 1.5 times the bid and there is no conversion, it needs to be stopped in time; if the new ads have less than 5,000 exposures within 4 hours after going online, or the CTR is lower than the account/group average, it needs to be stopped in time; if the conversion cost of old ads exceeds 1.3 times the bid and there is no downward trend in the time-sharing cost for three consecutive hours, the time period can be changed.

• High-quality creative recommendations

• Certification Group

• Parents

The blue boxes are the industry-verified high-quality material interest points; the green boxes are the interest points to be verified.

• Cost reference

Family education instructor

(Certification direction), click rate 3%-5%, conversion rate 1%-3%, lead cost in the range of 90-110 yuan

(Parents’ direction), click rate 2%-3%, conversion rate 1%-2%, lead cost in the range of 200-230 yuan

Conclusion:

Family education counselors belong to the bonus track of vocational education. Together with Tencent Advertising , they can integrate global resources and, through multi-dimensional targeting capabilities, intelligent creativity, and multi-link product capabilities, fully assist advertisers in quickly launching their businesses, stabilizing customer acquisition and improving efficiency.