1. Grasp the industry marketing node:1-March: winter vacation marketing (1. 10-2. 15), after the unified recruitment of art candidates, the marketing period of the school season (2.15).
April-May: Extracurricular counseling, combined with the sprint needs before the middle school entrance examination, enrollment promotion 20-30 days in advance;
June-September: the summer marketing period (July 28-20) is long, and interests and key subjects other than languages can be put into use, and the marketing reaches its peak in the school season (June 20-9. 10);
10-65438+February: extra-curricular tutoring to warm up for the winter vacation marketing period.
2. Characteristics of decision-making crowd: women account for 62%, over 30 years old, with low education; There are many ways of education and I don't know how to choose; No time to accompany children, lack of patience and carelessness; It is difficult to improve children's grades; It is difficult to communicate with children and I don't know how to help them.
3.K 12 decision makers' concern: 90% parents prefer small classes (6- 15 classes); Junior high school parents prefer 16-30 class; In high school, one-on-one counseling is preferred; When consumers choose students' "second classroom" remedial classes, they pay more attention to the teachers of the counseling institutions; When choosing a tutor/winter and summer classes, the region becomes the primary consideration; When choosing one-on-one training, price is the most important consideration; Pay more attention to the reputation of the organization when choosing a repeat class/sprint before the exam.
Based on the understanding of customer business and customer audience, what operation and maintenance methods can help educational institutions achieve user acquisition, retention and transformation? Based on the actual case operation, we summed up the methodology of the education industry-four-dimensional deep cultivation.
The first dimension: deepening the industry-expanding categories and expanding the business categories that upstream and downstream customers can do, such as college entrance examination guidance, higher vocational education, attracting investment, adult education, etc.
The second dimension: deep account cultivation-refined operation, and doing a good job. "Doing": there will be no "doing", customer analysis and understanding of the industry; "investment": "investment" is what it likes, optimizing CTR and improving CTR; "Didi": "Didi" pen makes flowers and landing pages to improve quality; "Turn": nine times of "turn" success, operating traffic and reducing costs.
The third dimension: deepening traffic-multiple accounts, improving traffic competitiveness, opening one more account, and decomposing the budget.
The fourth dimension: service deepening-emphasizing feelings, upgrading services and enhancing customer stickiness.