School admission planning book

Nowadays, various schools are constantly being established. Apart from key universities and a two-year university, all school opportunities are working hard for enrollment. Three of the universities are worried about the students, so don't mention colleges, technical secondary schools, and technical schools. Now the number of students has gradually decreased, and the number of schools is increasing. Within the change of supply and demand, many schools have gone out of school and started to publicize themselves and prepare for enrollment! It can be said that as long as there is a certain cultural knowledge, no student can find a school to go to school!

In the long-term enrollment work, I have summed up my experience and wrote my own admissions plan to make myself work better:

I. Overview of the enrollment plan background:

1. School Profile:......................................................

2. At present, with the rapid development of primary and secondary education and the gradual establishment of a special market for education, competition between various vocational schools, between ordinary junior high schools and between vocational schools and ordinary junior high schools is increasing. Fierce, especially for the vast rural areas, the competition is particularly prominent. In order to compete for students, every time the enrollment season, a war without smoke is started.

Marketing is a management process that brings high-quality goods to the scientific and systematic activities of consumers at the right price and the most reasonable channels. The enrollment activities of vocational schools can also be said that under the current market economy conditions, schools sell “educational” goods to students, but such sales are not one-time transactions, but long-term continuous service processes with customers, and students’ consumption of products. To achieve a certain period of time, and finally achieve the purpose of consumption. The vocational school enrollment process is a marketing activity under the premise of “educating” the true quality of the goods: discovering students with the willingness to study, communicating with them, tapping their potential needs, evoking their desire to read, through series of analysis, planning, execution and The combination of the control process and the marketing method is applied to achieve the purpose of the student's study. Therefore, the admissions marketing activities should be a management process. At present, for vocational schools, this management process should be understood and implemented, including the combination of corresponding marketing methods, and more importantly, the understanding of marketing concepts and new thinking in enrollment work, correcting and establishing admissions work. Position and grasp the enrollment work from a global perspective.

Second: The management process of the school's enrollment marketing marketing concept and operational means is mainly reflected in the following sequences and levels.

1. Market research and determination of target market

Market research is the first step in enrollment marketing activities. It refers to the scientific collection, collation and analysis of various relevant materials to understand marketing objectives and their needs, so that supervisors can design, implement and control various marketing activities more effectively. Vocational schools can obtain various data about students from the education department, such as the number of people, graduation intentions, family status, existing and potential needs, and conduct research and analysis; or use stratified investigation method, divided into leaders, teachers, students by school. And parents, through interviews, questionnaires, collect and analyze various information, further contact with the real situation, such as the number of students reduced or increased, the student level and related needs, the impression of students in vocational schools and the main choice of students in school Considering, etc., can provide more objective materials for the school for decision-making.
The target market is established from the analysis results. The so-called target market refers to the school distinguishing the market segments that can serve it effectively according to its own conditions and capabilities, so as to give play to its advantages. The target market for vocational school enrollment is mainly in the student category, school and region. The students in the vocational school are mainly targeted at the middle school graduates of ordinary middle schools, and further subdivided into the middle and lower grades of academic achievement and distributed in schools. The students in a certain area with influence and ability, as well as the client universities and general schools that have established a large number of students, will concentrate the human and material resources in the enrollment work in this target market.

2. Market positioning of vocational schools

Positioning is to establish their own image and connotation in the psychology of customers. The positioning of vocational schools is to establish their own brand status in the target audience. Therefore, schools should understand the consumer psychology, the cognitive impression of similar educational products, the status, unique image and advantages of the school in the eyes of students. The positioning method can determine the marketing methods and means. In the information age, vocational schools should study how to make consumers A large amount of information is surrounded to obtain the clear best image of the school, and the steps taken are:
Confirm the school's most favorable competitive image. The source of positioning is not the product itself but the consumer psychology. The school should conduct an objective and systematic investigation from the self-education series activities to the impressions of the consumers, and confirm the long-term favorable competitive situation based on the customer, product differences and similar price-price relationship research. Vocational schools can evaluate and compare their own teachers, equipment, environment, employment rate, services, etc., according to student perception surveys, select their own strengths and characteristics, and highlight the school image.

The choice of competitive advantage refers to the selection of the most image and competitive advantages after systematic evaluation of many existing factors. If a vocational school has poor hardware and weak school conditions, it chooses its own advantages in quality training and management methods, and makes it fit with the students and parents. It emphasizes the importance of the quality of modern society and establishes its own characteristics. Brand.

Positioning for propaganda and persistence,

Positioning is a psychological cognitive problem. It should be the communication between the school and the students and parents. Through publicity, the characteristics of the school, the concept of running a school, and the concept of education are recognized by the public. The means of propaganda must be consistent with the positioning. For example, the propaganda school can not render luxury, and the means of propagating modern education must be set off with corresponding hardware. There must be sufficient basis for publicizing the employment rate. Positioning is a school brand. In propaganda, we must objectively consider the consumer's impression, but also seek truth from facts.

Positioning is the long-term accumulation of consumer cognition and feelings. Therefore, once the vocational school has established and selected its own position, unless there is a major situation, it should be persisted for a long time and go all out. Positioning should have good subject matter, such as comparing a certain object with good or bad characteristics to set off its own image; or making its own image and the stereotyped image in the minds of students or parents, it is easier than re-establishing the image. New location strategies can also be adopted. For example, the vocational school itself has a poor image. It can consider a wide range of professional and training objectives, and even merge or expand, reorganize, and rename to attract students. Positioning in case of major social changes or policy adjustments, such as university expansion, general high-level, etc., also need to be adjusted according to actual conditions.

Third, marketing promotion strategy

Marketing promotion includes staffing, advertising, promotion and public relations.

1. Personnel sales refers to talking with potential or existing customers under the established goal. It is targeted and easy to cultivate friendship. The advantages and disadvantages of fast information feedback are high cost. In the recruitment work, personnel sales can have personal interviews, meetings, and telemarketing. In the selection of salesmen, teachers understand the students' psychology, interest, ability to grasp the students' thoughts, have better language ability, and are convinced by the students. They are the first choice for salesmen in the admissions work. Or the comprehensive marketing method of the principal, teachers and students of the vocational school can be carried out at multiple levels. The principal opens the situation, the teacher preaches, and the students present their opinions. In the way, according to the social relations of the sales personnel and the familiarity of the school, the overall or task can be used. Personnel marketing should establish a fixed team to take the lead in the old school, and play a role in the annual enrollment time of the vocational school to maintain a group of old customers with fixed students.

2. Advertising has the characteristics of wide, vivid and rapid. Vocational school enrollment advertisements are for students and parents, as well as students of students and students who have an influence on students' willingness to learn. They should resort to many factors such as reason and emotion. The task of advertising is to establish the visibility of the school, to show the essence of its educational products, and the characteristics of the school, the environment, and services. The key is to grasp the specific purpose of helping students to achieve, such as using examples to show that students can progress to study, obtain positions in a certain industry, etc., and build students' confidence and orientation. The goals of advertising can be divided into notifications, descriptions, reminders, and image building. The advertising goal is to give students an understanding of educational products, generating needs and desires. The notification goal should highlight the nature, role, future and development of vocational schools; the illustrative goals of advertising often adopt comparative methods to highlight the unique advantages of the school; the advertising reminder goal is to maintain continuity, repeat play, deepen customer impression; The goal is to create a shock or feeling from the visual to the heart, such as propaganda school ideas, school motto, school history, school buildings, the environment, and various school activities, as well as side ways, such as playing school love, charity activities, school spirit school discipline s material.

3. Promotion refers to the collection of various means that can quickly stimulate consumers to take purchases. There are many kinds of promotional activities, such as novelty and practicality, such as giving individual students economic rewards to students or assisting personnel, giving gifts to students, distributing color prints, arranging exhibition booths, and having vocational schools printing promotional contents on distribution handbags. Adopted for its benefits, it plays a very good role in publicity.

4. Public relations, with the dual functions of management function and marketing, to form, maintain or change the customer's attitude towards the school and its products, so that the school operation and measures are consistent with the target market, and thus accepted by students and parents. Public relations have long-term, specific functions, and establishment is by no means overnight. Mainly through long-term effective cooperation, the credibility and satisfaction rate of both parties are established. The main focus of public relations is to continuously strive for the target market, supplemented by various means to deepen the impression of reinforcement. It doesn't feel good to get in touch with a school, but it can also be achieved through long-term public relations activities. For example, a vocational school cross-regional enrollment, in order to communicate with the parents of the students, affecting the surrounding population, send teachers every semester, hold parent meetings in the surrounding counties, express the school's emphasis on family communication, and persist in the long-term, make the school various activities, results The information is scattered in the vast areas; for example, social welfare activities attended by vocational schools, public relations activities are invited to participate in the celebrations, festivals, holidays, etc.; use the media, timely report on various activities and trends of the school; provide skills classes for ordinary middle schools Teacher and equipment support; hotline, website; free training of laid-off workers' skills, etc., in the continuous public relations activities, to make changes in customer psychology, enhance the cognitive impression of the school, play a subtle role of "moisturizing things" effect.

Fourth, channel planning

There are many channels for enrollment work, especially in the contemporary era. The enrollment channel is in a three-dimensional development trend. The so-called enrollment channel planning is to plan to form an admissions network and multiple channels belonging to your own school, and to ensure that it is smooth and efficient. Enrollment channels occupy a very important position in enrollment. The use of channels is a matter of one heart. On the one hand, there are more channels for enrollment; on the other hand, enrollment channels must be constantly innovated, be good at making breakthroughs, be adept at advancing with the times, be good at finding new ways, actively exploring new channels, and forming their own unique channels. To squeeze a road, a bridge.

V. Background analysis of enrollment students:

Admissions officers should enroll students with passion. There is a reason to say this: If you can't even convince others that you can't convince others; if you don't even believe what you don't believe, it's hard to let others believe; if you don't even have passion for yourself The thing is that it is difficult to make others passionate. In a nutshell, you only have passion when you take this thing as a career, not just as a means of earning a living. When recruiting students, the admissions officer must explain what you believe in yourself. It must be your own true expression from the heart. Only in this way can you impress your students in good faith.

1. Look for the trainees No matter where you are or who you are facing, you must have the spirit of “the trainees are among these people” and don’t have preconceived ideas. Anyone can become our target student.
2. Review your admissions team for the 80:20 law for most admissions.
80% of the enrollment is from 20% of the agents, how can you find 20% agents? Finding these excellent teams, the growth of performance is inevitable.
Delineate the market to list the list of existing agents. Classify existing agents. By recommending and independently developing, find new agents that meet your requirements and let them work.
3. Find the real students through the admissions team of the above review, we can get a batch of key students information.

4. Appointment of the method of appointment of the student. Telephone reservation, agent invitation, etc.
It is the fastest way to understand the learning needs of the students.
Arouse the interest of the participants to interview you.
Get the chance to interview.
5, understand the needs of the students
6. Understand the different types of customers. Now the competition in the same industry is very fierce. You must have your peers no matter what you do. Don't deliberately exaggerate yourself and devalue your competitors. The competitors are good, but we can do better than them. In addition, the students are very concerned about the price and service of the course. When they first contact the students, they should give the other party a real and reliable feeling. They can express a lot of professional knowledge in their own words and enhance the trust of the students. I have to learn more, especially the schools I have to do. Can't make students hard to live with themselves. Be confident in yourself, be confident in the school and the course.

Six, admissions planning advice

1. If the student has not been able to maintain the repair after the expiration of the study period, he/she can study again free of charge until the end of the study. 2. The school can sign the Employment Guarantee Agreement with the trainees to ensure that each student is assigned a job. Those with excellent grades can stay. The company's employment three, the students start a business, the company will provide students with long-term free new product maintenance technical support services. Fourth, the company can provide a long-term large number of accessories and repair equipment services for the trainees, for your carefree!

Enrollment activities are the main means of gathering students in vocational schools. They are also the concrete embodiment of the survival and development of vocational schools, and thus have the meaning of orientation and goals. According to the concept that students are the first factor, the enrollment work should be the starting point for the work of the vocational school, and it should be implemented consistently. The educational products marketed by vocational schools test the quality through the choices and opinions of the students in the enrollment activities, and obtain information, determine the profession, improve the quality, and add additional services. Enrollment marketing activities are the basis and purpose of the school's overall work in the school's goal selection, education product design and improvement, and additional product additions and deletions. Taking the recruitment marketing activities as the starting point for the layout and planning the overall work of the vocational school is the inevitable development of the modern vocational school management concept. Correct understanding of the role and significance of vocational school enrollment activities, understanding the status of enrollment work in the overall work, can correctly allocate various factors, form a market-oriented mechanism, and seek the survival and development of vocational schools.

The development of a school has a huge relationship with the quality of graduate employment. Only by doing a better job can we go further. This is my work experience after summing up the enrollment. Only when I work hard can I do it. Better, this is something I have been striving for all the time. I believe everyone knows. Only by recruiting more students will the school develop and the popularity will increase. I will make my greatest efforts for the development and enrollment of the school!