Marketing Background
Suzhou Huayuan Education Service Consulting Co., Ltd. (hereinafter referred to as "New Science Education"), founded in 2005, is a large-scale comprehensive education product service provider in Suzhou, with 6 major curriculum systems and more than 40 branch schools, all over Suzhou, Shanghai and Anhui.
The main business of Suzhou Huayuan Education Information Technology Co., Ltd. is academic education and vocational training, mainly involving: application for academic upgrading, application for primary accounting certificate, application for teacher qualification certificate, etc.
Marketing objectives
Faced with the huge scale of graduates and the strong potential demand of the vocational training industry, the difficulties faced by new science education are as follows:
1. It is difficult to obtain offline passenger flow: the brand awareness is not high, and the campus has encountered a bottleneck in enrollment
2. Poor conversion of online customers: the lost rate of obtained clues is high because they are far away from the store
3. High threshold for advertising: creativity and landing page production are tedious and costly, and it is difficult to buy words and optimize
In order to accurately attract netizens to retain online funds and convert them to offline campuses, new science education began to try local promotion.
Marketing program
Planning and unit building
According to the construction plan of "campus+business", it is convenient and clear to evaluate the launch effect of each store, and then distinguish different units by price words, school words, question words and other parts of speech. In addition, an oCPC launch package is established for different courses to facilitate the timely monitoring of the flow and conversion cost fluctuations of each course.
directional
Keyword expansion: new store plan, adding precise expansion of non regional words.
Promotion area: put it within 20km around the campus to attract people who are close and have strong transformation needs.
originality
Use the creative style of the exclusive store to show the distance to the store, and can directly wake up the map to get through the whole process of the user to the store.
Landing page
Set up a store marketing page, add form components to the page to attract netizens to retain funds, and build a course detail page involving multi course products to strengthen diversion through sub chain jump.
Marketing effect
Three weeks after the local promotion of new science education, consumption, click rate, and clue conversion showed an overall upward trend, and the conversion cost was relatively stable, of which the click rate increased by 73% and the conversion cost decreased by 15%.