About the Enrollment Plan of Adult Education College of Lu Xun Academy of Fine Arts in 2005
First, an overview of the enrollment plan background:
Lu Xun Academy of Fine Arts is a school with a history of more than 60 years and the only higher art school in Northeast China. The College is located in Nanhu High-tech Development Zone, Shenyang, and forms the forefront of Shenyang's export-oriented development with many universities, research institutes, cultural venues and commercial centers. The Adult Education College of Lu Xun Academy of Fine Arts is a secondary college affiliated to Lu Xun Academy of Fine Arts. It is responsible for adult higher education other than ordinary higher education and cultivates all kinds of higher art professionals to meet the needs of social development. The state recognizes academic qualifications, and students are awarded graduation certificates printed by the Ministry of Education, and eligible undergraduates can be awarded bachelor's degrees. The college has an independent teaching staff, which is shared with teachers in all departments of the school. After years of practice, the college has formed a teaching material system with the characteristics of adult education, and is a pioneer in domestic art education.
Second, an overview of enrollment background analysis:
A survey of past students shows that:
1. Performance of learning motivation: 77.4% of freshmen are of their own will, and others are the wishes of their families. Students study mainly to master skills, solve employment and continue their studies. Overall, "mastering skills" accounts for 60.9%. Family members are more concerned about "solving employment" (78.5%); Continuing education accounts for 48%, and the demand ratio varies with different motivation sources;
2. Enrollment target group: Previous junior and senior high school graduates (junior college, technical secondary school) and on-the-job personnel recruit students as publicity targets.
3, students understand the current situation of the school:
The reputation and credibility of the school brand are well-known in China, but there are many art schools in Liaoning Province at present, and students and parents don't know enough about our school, such as whether the diploma is recognized by the state and whether students can learn what they want to learn.
Students tend to be younger, and accommodation is also one of the concerns of students and parents. How to intercept students' terminals and attack competitors now is a realistic problem facing the school. So we need to be close to where students come from and give them an opportunity and reason to understand.
Third, analyze market difficulties and tap opportunities:
(A) Analysis of market difficulties
1, fierce competition in the industry, not enough. In Shenyang, the capital city where fine arts colleges are relatively mature, a large number of art design training schools have sprung up like mushrooms after rain. The initial profit rate of the market is very high, and the industry competition is very fierce, especially the competition of students. At the same time, the students of Lu Mei Adult Education College are also diverted by private schools, which makes Lu Mei Adult Education College face a difficult choice of enrollment.
2. The internal friction black hole in the inner ring is prominent. The competition within the provincial capital art training industry is fierce. Xiongshi, North Advertising College and other schools have turned the art training industry into a pot of porridge, and its long-term internal friction is expensive. Some weak schools even resort to unscrupulous means to grab students and evade and pass on responsibilities through unfair competition that harms the interests of the industry. It is an inevitable choice for Lu Mei Institute of Adult Education to get out of the circle, avoid internal friction, find a breakthrough and establish a leading position in the industry with advantages.
The annual enrollment propaganda is in full swing. How to improve the hit rate of enrollment has become a major problem for schools.
(2) Market opportunity analysis:
1, Luxun Academy of Fine Arts, with good brand awareness. Through the investigation of students and their parents, it is found that Lu Xun Academy of Fine Arts has a high brand awareness among students. This plan is also based on the image of Luxun Academy of Fine Arts and Lu Mei Adult Education College to operate the market and promote effective enrollment.
2. The terminal promotion of each school is weak, which is conducive to Lu Mei Adult Education College to build a terminal interception offensive. The enrollment offices set up by several art schools in the provincial capital in various cities are too scattered, and the enrollment promotion is not effective. Lu Mei Institute of Adult Education can make a big fanfare, implement terminal interception, maximize the return of students and beat competitors.
In addition, at present, it is the interface for parents to consider the education of unemployed children, and it is also the gateway for them to make major decisions at this time, which is easily influenced by external propaganda. Unemployed graduates will also choose this time to consider their future growth. What we have to do is to seize this opportunity and detonate the demand.
Iv. Suggestions on enrollment plan:
(A) the purpose of the enrollment plan
Through enrollment promotion activities, we can approach the student terminal, interpret the school spirit with true feelings, break through the enrollment dilemma of students in difficult areas, rapidly expand the enrollment scale, establish a good brand image, strengthen the leading position in the industry, and maintain the sustained growth of industry interests.
(B) Theme-oriented strategy
In key areas, stimulate learning needs, implement terminal interception, expand enrollment scale, and shape school brands.
(3) pilot enrollment areas
Taking Shenyang, where I am located, as the breakthrough point of this year's enrollment (according to the difficulty of the enrollment strategy of Lu Mei Institute of Adult Education in Liaoning, and considering the special strategic position of Shenyang, I chose this city to make a pilot breakthrough. Schools can also appropriately expand the scope of the pilot according to the actual situation, and even promote it in the whole province)
(4) Target groups
Shenyang should be a junior and senior high school graduate (junior college, technical secondary school) and an on-the-job person.
(V) Promotion time of enrollment activities
2005/7/ 15 ~ 2005/9/20 (enrollment promotion)
August 29th, 2005 ~ August 30th, 2005 (long-distance running)
(6) Preparation contents:
Collect outstanding works of students. The school organizes the collection of outstanding students' works, including the award-winning works of students participating in school and social activities, and collects them into books, and then processes, binds, mounts and makes them into exhibition boards.
Excellent and award-winning works (25-40 pieces): photography, calligraphy, painting, computer-generated works (mainly), etc.
Organization participants: school leaders (5), students (100) and propagandists (10); Distribute enrollment brochures, school enrollment publicity panels, banners and publicity materials along the way to highlight the strength and brand effect of the school, and the production of publicity materials must be exquisite.
Verb (abbreviation of verb) promotes the theme and the main content of enrollment activities.
Publicity theme
"Lu Mei Institute of Adult Education-Successful Principal Run" advocates the communication concept of "Join hands with you to succeed" and runs this concept through the whole activity.
Activity innovation
This activity is different from the general enrollment propaganda, and its innovation lies in showing the team spirit of unity, mutual assistance, initiative and vigor of teachers and students in Lu Mei Adult Education College. So as to arouse the attention of the society and the public, establish the popularity and affinity of Lu Mei Adult Education College, and let the public better understand and recognize Lu Mei Adult Education College. This activity is combined with enrollment propaganda to expand the effective attraction and attraction to the target population.
main content
The first stage is "warm-up". Students set up consultation points in key communities for publicity, mainly in the form of activity panels (the publicity content is based on students' works, the general situation of our college and the upcoming long-distance running activities), distributing DM and publicity materials, answering questions from students and parents on the spot, bringing Lu Mei Adult Education College closer to thousands of households, sowing hope for the enrollment of Lu Mei Adult Education College and effectively supporting key activities in the later stage;
The second stage is "climax". Through "Join hands with you to succeed"-the successful principal of Lu Mei Adult Education College, the voice of students and their parents is used to attract the attention of the target population, stimulate the consumption demand of the target consumers to the maximum extent, and detonate popularity;
The third stage is "harvesting". After the long-distance running, the "Lu Mei Adult Education Institute-Success Tour" will be launched immediately (on the same day or the next day), and students (students and parents) who are willing to learn will be brought to the campus, and finally students will be screened. At the same time, it also means that students will approach Lu Mei Adult Education Institute, appreciate the success of Lu Mei Adult Education Institute and aspire to succeed in Lu Mei Adult Education Institute, which is also a successful enrollment period.
The activities can not only establish a good brand image of Lu Mei Adult Education College in Shenyang, but also effectively promote the development and extension of enrollment activities, which will certainly broaden the source of students and effectively block the attacks of competitors. If this activity is successful, the successful experience can be quickly replicated in the next enrollment activity.
Sixth, the preparation stage, strategizing, ready to go first.
The urgent task is to make a strategy, plan the process, control the time, put the power and responsibility in place, and absolutely implement it.
(1) Compilation time: July 2005/15 ~ August 25, 2005)
(2) Preparation contents:
1, collecting outstanding works of students. The school organizes the collection of outstanding students' works, including the award-winning works of students participating in school and social activities, and collects them into books, and then processes, binds, mounts and makes them into exhibition boards.
Excellent and award-winning works (25-40 pieces): photography, calligraphy, painting, computer-generated works (mainly), etc.
Organization participants (4 persons): school leaders (2 persons), students (2-4 persons) and propagandists (2 persons);
The production of school enrollment billboards, banners and publicity materials should highlight the school's strength and brand effect, and the production of publicity materials must be exquisite.
2. Preparation of 2.DM promotional materials. According to the actual situation of school enrollment, prepare DM for school enrollment.
DM design: school enrollment brochure, including enrollment activities arrangement and school introduction of Lu Mei Adult Education College (at the same time, print the time and place of long-distance running activities).
3. Set up an advisory group. According to the needs of activities, the advisory group should include at least three people:
School representative (1). Publicize schools, publicize activities, and dispel doubts;
Representatives of students and parents (3 persons). Appear, seek truth from facts, sound and emotion, add integrity.
4. Lu Mei Institute of Adult Education-a successful trip. The school collects students (and parents) who want to study in Lu Mei Adult Education College through the enrollment offices or activities in Shenyang, and publicizes related activities through newspaper media.
Instructor (2) introduces the school at the terminal, visits the elegant artistic atmosphere, advanced teaching equipment and good teaching environment of the school, and tries to convince students and their parents on the spot.
5. Formulation of activity flow. Through preliminary research, the activity location and process route (from the old school site to the new school site) are formulated.
6. Attract media attention and let more people pay attention to the promotion of enrollment activities of Lu Mei Adult Education College.
Seven. Effect prediction
1, Lu Mei Adult Education College was spread with unprecedented strength, which quickly showed the strength and scale of the school, greatly enhanced the reputation and credibility of the brand, effectively exerted the regional terminal tension of the brand, and formed the absolute regional leading brand of Lu Mei Adult Education College with a good social image.
2. Cultivate the market, broaden the source of students and stabilize the source of students in Lu Mei Adult Education College.
Shenyang is an important city in Liaoning Province, and its successful experience of enrollment promotion can be quickly replicated. If we break through several important cities, the whole Liaoning market will be in a strategic position, which will help Lu Mei Adult Education College to establish its position as an industry leader and promote the rapid development of the whole art college.
The marginal effect after the series of activities is huge, which has attracted the attention of various media. It will establish a good brand image of Lu Mei Institute of Adult Education in the society, solidify consumers' new understanding and new concept of the school, and form a good word-of-mouth publicity, which will surely attract more students to continue to study in the school. At the same time, the absolute establishment of regional brand image can form a good reference for public opinion communication, and detonate the attention and recognition of other urban target groups on the brand of Lu Mei Adult Education College.
Summary:
The study of this course is well aware of my lack of logical thinking and expression ability. Let me know that advertising planning is a subject that tests our comprehensive quality. I need not only theoretical foundation, but also social practical ability, which helps me to deal with problems more carefully and comprehensively from the overall situation.