Marketing Background

Chunhua Education Group was founded on July 1, 2005, of which the first school was founded in 1997. It is our mission to improve the professionalism of China, improve the overall quality of the people, and strive hard to strengthen our motherland, and ultimately to become an excellent training aircraft carrier in China.

Suzhou Chunhua Education Technology Co., Ltd. is a member of Chunhua Education Group and the main body of Chunhua Education Suzhou Campus. Its businesses include: graphic design training, interior design training, teacher certificate training, CNC programming training, electrician training, OFFICE office training, etc.

Marketing objectives

The enrollment mode of Chunhua Education in Baidu marketing is to attract netizens to consult online about various vocational training courses, or to fill out forms to obtain tuition information and learning materials to obtain student clues, and then guide students to learn courses and pay tuition fees in offline campuses through further communication.

Chunhua Education hopes to use local promotion to obtain clues from netizens who are close to each campus in Suzhou and are willing to go to school.

Marketing program

Plan and Unit Settings

The local promotion plan of Chunhua Education is built according to "specialty+campus", such as "interior design - park store", "numerical control training - Taicang store", "teaching material certificate application - Kunshan store". The units are built according to different parts of speech such as price words, school words, question words, etc.

Chunhua Education uses the oCPC mode to launch, create a new oCPC package for each specialty separately, and set different target conversion bids to monitor the marketing data of different specialties.

directional

Users who are close to the store have stronger consumption intention. If the circle selection range is too small, the target audience will be insufficient. It is recommended to set the distance within the maximum service radius acceptable to the store to obtain the best promotion effect. Chunhua Education has several campuses in Suzhou. The LBS orientation for local promotion is set to be 20km around the campus to ensure the accuracy of the flow while maximizing the coverage of major urban areas.

originality

Chunhua Education adopts the creative style of local promotion of exclusive stores to show the distance to the stores to netizens, and can also directly wake up Baidu Maps to get through the whole process of users' arrival at the stores.

Landing page

Chunhua Education has set up a "demand" store marketing page to solve user needs and transformation through consultation and form guidance.

Marketing effect

Chunhua Education was launched for local promotion for 3 weeks, and consumption, click rate, and clue conversion volume were significantly improved, and the conversion cost was relatively stable.

After the launch of local promotion, Chunhua education consumption increased by 500%. During the launch period, local promotion compared with non local promotion: the click rate was 253% higher, the number of transformation leads increased by 537%, and the cost of transformation leads was 12% lower.