Must do: Four step practical recruitment process
Quality based enrollment is no longer the era of "competing for low prices". Parents are more concerned about effectiveness, service, and long-term value.
Enrollment, first think carefully about these 4 questions
1. What is our core advantage?
Is it the teacher's professionalism? The fun of teaching? Or the outstanding achievements of the students?
The core advantages of quality oriented institutions always revolve around two dimensions: "experience" and "effectiveness". Find your differentiated positioning in order to break through in the competition.
2. Why are parents willing to pay for quality education?
Parents will not blindly pay for "interests", what they pay for is their children's growth: more confident expression, more focused character, healthier physique, and richer creativity.
Link your curriculum to your child's growth, rather than simply 'interest cultivation'.
3. How can parents quickly see the effectiveness of teaching?
The effectiveness of quality education has a long cycle and is not as immediate as subject exams. But we can design "experiential classes" that allow parents to see their children's real changes within 1-2 classes.
Dance institutions showcase the improvement of children's body coordination, art institutions take children to complete a work, and physical fitness institutions allow children to experience the sense of achievement of sweating profusely.
4. How to convert the experience into long-term registration?
Experience is not the goal, conversion is the core. From registering for the experiential course to officially paying, you need a complete conversion process:
Pre class: Telephone follow-up confirmation to establish initial trust
In class: Professional teachers showcase, children learn happily
After class: Follow up feedback and provide personalized growth plans
Four step enrollment method
1. Early interception - refined operation of Moments and Communities
Enrollment does not start just before the start of the school year, real enrollment begins with the accumulation of trust in daily life.
The natural advantage of quality oriented institutions is the abundance of student activities and work exhibitions. Utilize social media platforms and communities to showcase teaching achievements in advance and establish parental trust.
Must do actions in March:
2-3 Moments per day to showcase teaching achievements and children's growth
Share "quality education tips" on the community every week, such as "how to cultivate children's concentration"
Share the growth stories of previous students and impress parents with real growth
Avoid hard advertising and focus on "growth" and "value" in content
Core logic: Establish trust in advance, so that parents can think of you first when needed.
2. Featured Experience - Precise Drainage with Low Cost and High Conversion
The drainage of quality oriented institutions has never relied on low-priced courses, but on distinctive experiences.
Design a "1-hour featured experiential class" to allow children to experience the joy of quality education in a short period of time. The course must be interesting and informative, allowing children to actively request registration.
Required actions for enrollment:
Every Saturday and Sunday afternoon, hold a 1-hour special experience at the institution or community
The curriculum design highlights the characteristic of "learning by playing", allowing children to immerse themselves in it
Parents can observe the entire process and intuitively feel the teaching process
Communicate one-on-one with parents after class and provide personalized learning advice
Core logic: Conquer children and impress parents with interesting courses and professional teaching.
3. Activation of Elderly Students - The Core Force of Word of Mouth Fission
Old students are your best recruitment resources. Activating old students is 5 times cheaper and 10 times more effective than developing new customers.
The activation of senior students in quality oriented institutions should revolve around two key words: "sense of honor" and "sense of belonging". Let the elderly become your spokesperson and actively spread the word for you.
Required actions for enrollment:
Establish a 'celebrity student profile' to showcase the growth journey of outstanding students
Organize a 'Student Achievement Exhibition' to provide a stage for senior students to showcase their achievements
Design "old leads new rewards" in the form of course or activity experiences
Regularly visit parents of elderly students to understand their children's learning situation and provide personalized advice
Core logic: By activating senior students, achieving word-of-mouth fission, reducing enrollment costs, and improving enrollment efficiency.
4. Conversion Enhancement - The Last Mile of Enrollment
Drainage is not the goal, conversion is the core. The key to the transformation of quality oriented institutions lies in "professionalism" and "trust".
Design a "conversion trilogy" to establish a complete conversion chain from experience to registration.
Required action:
Within 12 hours after class, communicate one-on-one with parents and provide feedback on their child's performance
Provide a 'professional assessment report' to analyze the child's strengths and areas for improvement
Design a "tiered registration plan" and provide personalized course recommendations based on the child's situation
Emphasize the 'long-term value' of the course rather than its short-term effects
Core logic: Through professional teaching and services, make parents believe that you can help their children grow, and thus complete the registration conversion.
Recruitment Avoidance Guide
1: Blindly offering low-priced courses to attract a large number of 'wool party' students
Low price courses attract not children who truly want to learn, but parents who want to take advantage. The value of quality education cannot be measured by low prices.
2: The enrollment goals are unclear and the actions lack focus
Enrollment is not about "one hammer in the east and one stick in the west", but about focusing on core goals, concentrating resources and energy, and doing key actions well.
3: Only focus on enrollment quantity, not on student quality
Enrollment should not only 'bring in', but also 'stay'. High quality students and parents are the core assets for the long-term development of institutions.
4: Not valuing the conversion process and wasting valuable experience traffic
Experience classes are not the goal, conversion is the core. Design a comprehensive conversion process to provide every experience course student with the opportunity to become a long-term student.