How do educational and training institutions recruit students? 8 Practical Enrollment Methods to Boost Campus Student Growth!

Compared with other industries, the education and training industry has many unique features. From the perspective of marketing and customer acquisition, it mainly has four major characteristics:

• 1. Long customer conversion cycle
• 2. Inconsistent decision-making group, paying group, and consumer group
• 3. Focus on word-of-mouth marketing and results effect
• 4. Belonging to specialized institutions, providing specialized services

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Based on the above four characteristics, the education and training industry will place more emphasis on service and teaching when choosing marketing methods, and pay attention to grasping the psychology of parents. There are nine common marketing methods in the education and training industry, as follows:

8 Marketing Methods

1. Lecture Marketing Method

Lecture marketing is also known as sales. In the early days, New Oriental mainly used this marketing method to quickly establish its brand. People who experienced that era must be very familiar with slogans such as "100 day high school entrance exam score improvement lecture", "final stage of postgraduate entrance exam guessing lecture", and "renowned university admissions officers attending study abroad lectures".

This type of enrollment strategy mainly includes the following points:

• Boosting student sources - planning content that is useful for students and meets parents' expectations
• Entering Promotion - Incorporating Marketing into Useful Courses
• Sublimation of enrollment - facilitating on-site registration and achieving word-of-mouth promotion
• Market selling points - mainly famous teachers and high-value, attractive content

2. Marketing method for continuing classes with senior students

The marketing method of renewing the subscription for senior students is more important than re enrolling, as it not only saves the cost of acquiring new customers, but also achieves word-of-mouth promotion effect.

Moreover, it is relatively easy for senior students to continue classes: firstly, students have a dependency on a certain teacher; Secondly, as long as the teaching quality is guaranteed and the service is in place, parents will be willing to continue classes.

3. Introduction of Marketing Methods by Students

The so-called student referral method is a fairly effective approach, which is essentially a mentorship program. Many institutions adopt a specific method where customers introduce courses to their friends, and two or even more people can enjoy certain discounts when purchasing courses together.

This method has the intention of stimulating purchases with prices, but educational and training institutions should not ignore the quality of courses. After all, students not only pay money, but more importantly, they pay time costs to learn. If the quality is not up to standard, it will only generate greater negative reputation.

4. Lifetime Multi Class Marketing Method

With the intensification of competitive pressure, more and more parents hope that their children can develop comprehensively as much as possible. Therefore, the establishment of diversified courses is also a necessary path for training enterprises to grow and strengthen. From English to composition, from mathematics to physics, training enterprises can also implement multi subject binding promotion and recruit students through the method of giving away courses for other subjects in a single subject.

But this is a method that is only suitable for training institutions to use after they have developed to a certain scale. For small institutions, market competition pressure is high, so it is better to focus on individual subjects first. With the irreplaceable strength and reputation of individual subjects, first occupy user recognition, and then consider expanding subjects after gaining this user recognition.

5. School enterprise cooperation marketing method (more suitable for vocational skills education)

In the current fiercely competitive society, vocational education institutions such as colleges and universities, in order to seek their own development and improve the quality of education, adopt a targeted approach of cooperating with enterprises to cultivate talents for them.

This approach places more emphasis on the practicality and effectiveness of talents. Schools cultivate talents through targeted training based on feedback and needs from enterprises, combined with market orientation, emphasizing students' practical skills, and cultivating talents needed by society. School enterprise cooperation can optimize the allocation of resources and provide a large number of suitable talents for enterprises or training institutions.

6. Demonstration Course Marketing Method

There are two types of demonstration curriculum methods: one is for parents and children to attend classes together; Another way is for parents and children to attend classes separately.

In the first method, the child and parents are in the same classroom, and the parents can observe the teacher in class, understand the teacher's teaching style, and also learn about the child's various performances in the classroom.

The advantage of the second mode is that before enrollment, it is actually more about recruiting parents. When parents agree with our philosophy, there will be fewer obstacles to recruiting students in the later stage.

When conducting enrollment demonstration courses, three points should be considered:

• 1. What do parents want to see?
• 2. What does the teacher want to show?
• 3. What is the purpose of open enrollment courses?

If these three points are particularly clear, it will be more successful. Actually, parents mainly want to see if this teacher is good during the demonstration class? Does the teacher like the child in class? Is the classroom atmosphere lively during the teacher's class? Can teachers interact well with children during class? Can you pay attention to your own children? So, when preparing demonstration classes, our teachers must consider these needs of parents.

7. Flyer Enrollment Marketing Method

Although the traditional method of distributing flyers for enrollment can no longer meet the enrollment needs of various institutions, it must be said that it is still the lowest cost enrollment method currently available. Especially in third - and fourth tier cities, the motivating effect on students is still very obvious.

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After being bombarded with various advertisements, most of the promotional flyers were hastily thrown into the trash can by customers who glanced at them. Ultimately, it comes down to not giving consumers something valuable, or these consumers themselves are not your customers.

Most people don't like watching advertisements, but almost no one doesn't like watching stories. The stiff and direct advertisements can no longer arouse people's interest. Education and training institutions can make the advertisements more emotional, embedding them into the story to achieve a subtle promotional effect.

Most people don't like watching advertisements, but almost no one doesn't like watching stories. The stiff and direct advertisements can no longer arouse people's interest. Training companies can make the advertisements more emotional, embed them into the story, and achieve a subtle promotional effect.

8. Online Enrollment Marketing Law

With the development of the Internet, online recruitment has become the focus of many institutions. There are a variety of ways to recruit students online, which can be summed up in the following categories:

a. tiktok

b. facebook

c. ins

d. X

……