A private school in Dalian plans to enroll students. At that time, the school's projects had not been completely completed, and the local private education market was still immature. At the time of enrollment, the school did not publicize the hardware and environment of the school too much.
Instead, by means of propaganda, we reflected on the disadvantages of contemporary education in a large scale, put forward modern educational ideas, and positioned the school as an important place to implement modern education, which touched the hearts of many parents and set a record for the enrollment of private schools at the beginning of their preparation.
2. Recruit students with "potential"
There are many ways to borrow a private school: signing a contract with a local public key school to jointly run a school. For example, when a private school in Wuxi was founded, it signed a joint school-running agreement with the best high schools, junior high schools and primary schools in Wuxi, and made a lot of hype in the media, which soon formed a good reputation and popularity in Wuxi.
Renting the site of a public key school for enrollment deliberately gives a wrong hint to the local people. Make use of the potential of other private schools to establish the market, and finally emerge as a new force and win without fighting.
3. "Event" registration
When a private school in Qingdao was founded, it made full use of the strategy of "activity" enrollment, such as designing theme activities such as "Education experts talk about quality education", "Education experts talk about family education", "One-day trip to excellent students' schools", "IQ and EQ test for students" and "Comparative composition competition for children in old areas".
Every time, it attracted a large number of parents and children to participate, which made the school have a high reputation and reputation in the hearts of parents and children in a short time, creating good conditions for the smooth completion of the school's first enrollment work.
"Activity" enrollment must be innovative when designing activities, and its theme should be closely related to educational hotspots and social situation. Remember to be trite and learn from others.
4. "Relationship" registration
This strategy actually draws lessons from the "MLM" model in product sales of some enterprises. Marketers of products or services use various social relationships to promote their own products or services, turn consumers into marketers of enterprise products or services under certain conditions, and then use their relationships to expand the sales channels of products or services, so as to achieve the ultimate goal of expanding the sales of products or services, such as Amway Company.
When recruiting students, private schools can make full use of the existing resources of the school to recruit students, such as introducing their original students to the school through local teachers, introducing their classmates to study through our students, and introducing their relatives and friends' children to the school through parents.
5. Win with characteristics
As a selective education, private education provides differentiated educational services for parents. At present, most private schools are similar, taking a large and comprehensive model. However, with the development of private schools and the increase of state investment in public education, the differences between private schools and between public schools and private schools are gradually narrowing.
A school that stands out from the market competition must have distinctive school-running characteristics and be able to provide educational varieties different from other schools. There is a new private kindergarten in Wuxi, which is not superior to other kindergartens in hardware facilities and other school-running conditions, but this kindergarten starts with small classes and lets children take cold showers and learn to swim.
After three years, the incidence of children in this kindergarten is lower than that of all kindergartens in Wuxi, and the evaluation of children's comprehensive quality is significantly higher than that of other kindergartens. Therefore, the children who choose this kindergarten every year are full, and some parents even book their degrees one year in advance.
In the newly established schools, many school administrators have clearly realized this problem. We can see that some highlight humanistic quality, some highlight artistic characteristics, and some highlight Chinese studies education. Both attract parents and students with their unique school-running connotation.
6. Service registration
When people buy goods, they not only consider the quality, performance and price of the goods themselves, but also are more and more influenced by the service attitude of salespeople. It can be said that, in many cases, the service quality of commodity sales personnel affects customers' desire to buy. In the enrollment work of private schools, the service quality of enrollment staff is also the key factor to win over parents.
Education service is a special kind of service, with a long cycle and its effect is difficult to show in a short time. Its quality has a great influence on customers and is irreplaceable. Coupled with the industry gap, it is difficult for parents to identify its quality in a short time. Many parents subconsciously judge the advantages and disadvantages of the school according to the quality and service of the admissions staff and decide their own choices. Therefore, the enrollment staff is the representative of the school image and the window of the school.
Analysts have participated in the enrollment training of a private school. The school invited trainers from star-rated hotels to conduct etiquette training for the admissions staff, clearly stipulating that parents can't say "no" and some taboos, and even have clear requirements on the sitting posture when receiving parents, how to treat children of different ages brought by parents, what to say in the first sentence and what to say in the second sentence when answering parents' consultation calls.
Facts have proved that these unique trainings have played an important role in the success of enrollment.