Combining with the concept of K12 semester in my country's national conditions, the four semesters of off-campus institutions can be determined by dividing a year into four parts. The next semester of the school year in which students study intensively in public schools is called spring semester in off-campus institutions, and the last semester is called autumn semester. class. The winter and summer vacations in public schools correspond to summer vacation classes and winter vacation classes.
At present, the extracurricular training of K12 education in China is mainly to supplement the in-class and improve, so the schedule of courses and the setting of course content are closely related to public schools. In the spring/autumn classes, you can only participate in the training in the spare time, so the courses in March-June and September-December are basically carried out on the evenings and weekends of the weekdays. The summer/winter classes country email list are on-campus holidays, so you can participate in the training all day in July-August and January-February.
1. What needs to be done at different times?
The profit model of the education industry is relatively simple, and ultimately parents need to complete the payment for teaching services. In other words, in terms of educational goals, it is necessary to sprint the quality of teaching, and in terms of business goals, it is necessary to fully recruit students.
As a parent, from familiarity to trust in an educational institution requires different latitudes of traction. These tractions are basically reflected in multiple dimensions such as teaching strength, brand value, and teaching achievements. Also in this process, it is necessary to strengthen the "growth of their own children". .
1. Where does the source of teaching students come from?
For non-start-up educational institutions, the source of students is mainly composed of three aspects: renewal, expansion, and new.
Renewal refers to the user who is currently studying to renew their studies, and expansion refers to the user who is studying one subject to increase the subject he is studying.
According to the improvement and externalization of the teaching ability and effect of the institution, the proportion of continuous application in the entire student source varies. For the industry-leading institution Xueersi Peiyou business, the continuous application can reach 90%, and the remaining students are only qualified. It is done by expanding the department and pulling new ones.
Of course, when it comes to this, as "non-bosses", we also have a digression. From the perspective of job career development, we can also see that for different roles, the space for the position to play is also different. Renewal and expansion of subjects are mainly strong dependencies in the teaching process, so there is more room for subject teachers and teaching teachers; and the source of students is not stable enough, or the large-scale growth period is ahead of enrollment, growth operations and other roles There will be more space.
Back to the topic, let's talk about the strategies for achieving goals:
In the follow-up report, the daily teachers' efforts and the externalization of children's achievements depended on some welfare and preferential activities when they came to the door. For example, after paying for a certain period of time, you can participate in the lottery and urge parents to complete the payment in turn.
The expansion of subjects is generally based on the skeletal subject, with other subjects and a joint newspaper discount, such as mathematics 900 yuan / subject, mathematics and language joint newspaper 500 yuan / subject. The preferential tuition can be approximately equal to the cost of attracting new students, and because the users of this joint newspaper have at least one subject studying, the accuracy and intentionality are higher than the quality of users in the market.
Pull new, this is mainly to attract unpaid users.
We divide it into forms that can be directly reached by institutions, such as online public accounts, app news reaching new people, offline advertising, leaflets, teaching point radiation, etc. In the education category, there is a unique traffic entrance, which is to take photos and search for questions. First, students are attracted by problems they do not understand, and then they are converted into new ones. Among them, Homework Help, Yuanfudao, and Xueersi have the layout of this process entry.
There is also the form of indirect contact , which is generally based on the secondary communication of the reading user or the intention of the user. Common forms include old and new, fission grouping, and low-cost courses.
According to different forms, the underlying logic is nothing more than these categories. With the rise of online education, various mainstream businesses are currently developing new ones, with diverse play styles and high-speed responses. This is also the reason why we have seen more and more education in recent years. The reason for the penetration of such brands into daily life.
2. How to arrange the rhythm throughout the year
(1) Time schedule
We have mapped the main links of the mature operation methodology, such as "new-active-transformation", to the educational scenario, combined with the characteristics of the semester, and generally summarized the action of paying for long-term class conversion 2-3 months before the start of the new semester. During the semester Be active to increase user stickiness.
In the education industry, the general large window period for user payment conversion will be in April-May and October-November, mainly for two reasons:
It is necessary to arrange courses such as teachers and classrooms in advance according to the enrollment volume. Of course, if the enrollment volume is not reached, the enrollment will be gradually promoted;
The total number of students in the market is basically fixed, and the students’ demands for courses are also saturated. If the enrollment is started late, the students will be taken away by competing products.