The enrollment season of vocational colleges is approaching soon. In 2017, the battlefield of vocational college enrollment will usher in a fierce battle. In recent years, there have been fewer and fewer students from traditional channels. The enrollment teachers and enrollment supervisors of vocational colleges can be said to be one year after another. How can we enlighten students’ enrollment? Look at the enrollment in 2017. Which part of the princes dare to pick? How many families are there?
Campus network microblogging WeChat into standard
In the past few years, the construction of the campus network has been flourishing. In the vocational colleges, except for a few county-level vocational education centers in the western provinces, the school network has long been used as a window for school publicity. It is also not excluded that there are cases in which individual school websites have “not found, can’t open, and can’t readâ€. Many schools have also opened official Weibo to achieve interaction with students and parents.
In the past two years, WeChat has been popular, and there are hundreds of millions of people on WeChat. The teachers and students of vocational colleges are almost all loyal users of WeChat. Seizing the new platform and opening up new bases for communication will play a very important role in guiding students' growth, serving teachers and students, and displaying campus image.
According to statistics, as of the end of 2016, the number of WeChat public accounts has exceeded 12 million, the number of mobile phone netizens in China has reached 725 million, and the average Chinese people have one WeChat public number per 100 people. In this situation, after the Weibo, the official WeChat has become the standard of the campus media. If the school has not yet opened the official WeChat, teachers and students will feel that there is no face.
According to the statistics of China Youth Daily, there are 12,000 schools in the national secondary vocational education (including ordinary secondary schools, adult secondary schools, vocational high schools and technical schools). 80% of the institutions have opened official WeChat, but the majority of institutions have WeChat public. The number is in a basic update state and the activity is about 46%. Although there are no relevant tests and statistics, according to the random sampling of the reporters, the secondary vocational schools in the municipalities and provincial capitals have basically opened WeChat, and many of the thousands of vocational reform and development model schools have also opened official WeChat.
Since the beginning of this year, many schools' enrollment information has been widely spread through WeChat in the circle of friends.
Exploring the new mode of O2O fission enrollment
The student crisis has forced vocational colleges to actively explore the path of change, and the continuous improvement of technical means has spawned the "Internet + enrollment" under the guidance of Internet thinking.
What is "Internet + Admissions"?
“Internet + Enrollment†refers to the use of modern network technology and new media platforms on the basis of traditional enrollment policies, models and systems to create an all-encompassing new enrollment model for O2O (online and offline) enrollment systems. The core objective of this model is to enhance the brand awareness and competitiveness of schools and related professions on the Internet, expand the number of enrollment, and increase the rate of new enrollment and overall quality.
The concept of "Internet +" has been deeply rooted in the hearts of the people. The traditional enrollment work has been further expanded by the admissions department. But what should "Internet + Admissions" do? How to combine with the traditional enrollment model? How can the new model and tools be used flexibly and effectively? This is the distress of vocational colleges and the "collective distress" of most admissions staff.
Three Lions Technology told the Director of Admissions that vocational colleges should try to grasp the "three-in-one" principle: "The combination of traditional enrollment mode and Internet enrollment mode; second, the original enrollment system." Independent operation is combined with Internet enrollment outsourcing; third, the traditional program indicator enrollment work is combined with the training of the Internet model and the enrollment of continuing education business.
In the early days, the “Internet +†model for the transformation and upgrading of enrollment work should be carried out. Three Lions Technology combined with the experience and guidance of the predecessors of the industry to refine the “seven-step method for enrollment of the whole network†in some vocational colleges. , achieved better results.
The whole network enrollment seven steps
In the first step, the school needs to sort out its own enrollment advantages. Students and parents are accustomed to quick browsing of information on the Internet, and information that is not prominent or lengthy is easily overlooked or forgotten. Therefore, the school systematically sorts out its own advantages, features and highlights, and accurately locates it. This is the core of all publicity and promotion work.
In the second step, the overall plan for the enrollment work of the school should be differentiated and targeted. The combination of the traditional enrollment model and the Internet enrollment model makes the enrollment work line longer, the content more rich, and the task more complex. Therefore, it is very important to formulate a systematic overall enrollment work plan. The Internet enrollment work plan should be differentiated and targeted. According to the simplicity and extreme principles of “Internet thinkingâ€, the core one or two features and advantages are accurately and magnified to the extreme, so that students and parents can easily understand and remember. It is difficult to do addition and subtraction. Each school has its own characteristics and advantages accumulated for many years. It is easy to write the enrollment brochure more and more thickly. It is indeed a difficult task to cut it down until it retains only one or two classic features. . Effective solution skills – empathy, from the perspective of students and parents, find the most straightforward and most easily remembered content in the admissions brochure. This work is the basis of the Internet promotion work, and all the Internet marketing work will be carried out around these two advantages.
The third step is to build a real Internet enrollment platform. Although most colleges have their own official website or platform, students and parents hope to learn more about campus news from the school platform, and hope to find the life, study, internship, employment and other information they care about in the first time. . Therefore, it is imperative to build an Internet platform that is dedicated to students and parents and focuses on serving students. In fact, the school only needs to upgrade the “admission module†of the original official website or platform to a “marketing†admissions Internet platform. The combination of the admissions official website and the Internet enrollment platform constitutes a brand new enrollment information release, fission promotion and registration consultation platform.
The fourth step is the promotion and promotion of the whole network enrollment. After the Internet enrollment platform is completed, it can be used as a basis to carry out enrollment work throughout the network. Including SEO (search engine optimization), SEM (search engine marketing), news source, new media marketing, etc. can greatly improve the number of visits and consultations of the school platform, and is also an effective means commonly used by Internet enrollment. Three Lions Technology reminded the admissions officers that new media enrollment methods such as WeChat public account have been used more and more and have achieved good results. If the WeChat public account is developed and operated properly, it will not only create a fruitful Internet for the school. The enrollment platform can also explore a new fission model for raising awareness and reputation for schools, and build a quality online teacher and student community, and will become an important platform for online education in schools.
The fifth step is the training of the admissions team. Internet + enrollment is an important complement to the original enrollment system and the enrollment team. Its integration with traditional models and teams is very important. After the new models and tools are used, it is very important to train the original enrollment team to ensure seamless integration of enrollment policies, information, content and channels. Training is also an important guarantee for O2O. The training focuses on the extracted advantages and specific content and “story†resources, as well as the use and description of the new enrollment website and WeChat public number.
The sixth step is the online and offline consultation conversion. The core of all enrollment work should be based on the conversion rate and the reporting rate. In the transformation, we should fully consider and utilize the online consulting conversion tools and platforms to monitor the progress in real time to achieve the best results.
The seventh step is to evaluate the effectiveness of the Internet enrollment model and optimize the program. How to explore a unique "Internet + enrollment new model" that is truly suitable for your school, you need to constantly summarize and refine and upgrade.
summary
Enrollment work is indeed a central task in the development of vocational colleges. The long-term sustainable development of schools lies in the innovative talent training model and the creation of a unique professional system. "Internet + traditional industry" provides a great opportunity for colleges to transform and upgrade. Vocational colleges should make good use of "Internet + enrollment" and "Internet + education" to provide students with a variety of options, including online education. Training mode.
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