First, positioning planning
Positioning is the starting point and basis of enrollment planning, and it also reflects the goal and direction of enrollment. In fact, the survival and development of any occupation, school and person has a positioning problem. Accurate positioning, clear goals and clear development direction play an important and fundamental role in success and development. A school should have an overall orientation, such as development orientation, target orientation, market orientation, scale orientation, quality orientation, purpose orientation, value orientation, management orientation, specialty orientation and so on. The orientation of enrollment is closely related to the overall orientation of enrollment, which is based on the overall orientation of enrollment. Of course, the enrollment orientation planning has its unique content, and whether the enrollment orientation is accurate and clear is directly related to the quantity and quality of enrollment. Generally speaking, enrollment orientation planning mainly includes the following aspects.
The first is to locate students and enrollment target groups. This is put forward according to the development planning and training objectives of the school, as well as the scale and direction of running a school, in order to solve the problem of where to recruit and what kind of students to recruit. Specifically, it is to expand geographical enrollment areas and student target groups. It faces the countryside.
Still facing the city
The second is to locate the enrollment scale and the quality of students. The enrollment scale is not as big as possible, and enrollment must have certain quality requirements. You must never refuse to pick up the dishes in the basket. Running a school and enrolling students must not happen overnight, especially students at the same level must have unified quality positioning requirements. Admission does not affect the quality, seriously affecting future enrollment. The third is to locate the characteristics of students and the advantages of enrollment. We must find the personality characteristics and advantages of our school, which can be oriented to special student groups, can be classified at multiple levels, and be good at deviation, unconventional and misplaced development.
Second, market planning Generally speaking, private schools have an innate concern and sensitivity to the enrollment market. Because the distribution of students in private schools is mainly regulated by the market, enrollment must be planned by the market. The so-called enrollment market planning
Mainly refers to the analysis and prediction of the enrollment market, find the coordinates of your school from the space of the enrollment market, find the direction of enrollment efforts, and strive for as much market share as possible for the school. Market planning should first investigate and analyze the current situation of the student market, analyze the basic situation and development trend of enrollment, master the basic data about enrollment, make necessary statistical analysis, and put forward a scientific demonstration report. Then subdivide the enrollment market according to the actual situation of our school and determine the direction of our enrollment efforts.
Determine the strategy and tactics of the enrollment market development, and determine the manpower, material resources and financial resources invested. Secondly, the enrollment market planning must understand the situation of the talent market and the demand of the society and the market for talents. It will directly affect the professional setting and curriculum arrangement of private schools and the quantity and quality of enrollment.
Third, the image planning image is the facade of a school and the embodiment of its core values. The so-called enrollment image planning has two meanings. On the one hand, the image of the school is displayed through enrollment propaganda, which is closely related to the overall image of the school and is based on the overall image of the school. On the other hand, it refers to the image display in the enrollment process, including the conception, design, a series of images and how to use and display them. For example, advertising appeals, screen images, brochures, enrollment materials, and the image of people in enrollment counseling places. Enrollment image is often the first impression that society, parents and students come into contact with, and it is the primary factor that can directly affect whether students choose schools. Whether the image planning is successful or not, whether the image of the school can be effectively displayed and publicized in the enrollment process, the key is whether the image recognition system of the school can be successfully established, so that the audience can quickly identify a school from many schools or complex background systems, form a positive impression and understanding, feel the vitality and development prospects of the school, and feel the personality characteristics and obvious advantages of the school. The school image system has three pillar elements, which are also the starting point and focus of our enrollment image planning. 1. Mental identity system refers to the school's value system, including school philosophy, school culture, strategic objectives, propaganda slogans, etc. Second, the visual identification system refers to the use of visual design and behavior display to visualize, standardize and vividly form the school's visual image features, such as school logos and signboards, in people's places, so as to enhance the school's recognition in the market competition and then implement effective information dissemination. Third, behavioral identification mainly refers to the overall behavior, organizational behavior, employee behavior and behavioral identification of other schools.
It is reflected in the enrollment consultation activities, cultural activities, social welfare activities and school management activities held inside and outside the school.
Fourth, public relations planning.
As far as schools are concerned, the relationship between the public and the public mainly refers to the interaction, mutual understanding and development process of this relationship, including the relationship between schools and social organizations and the relationship between schools and the public. The common types of public relations activities are generally divided into publicity, service-oriented provision of free services, communication, public welfare, respect for soliciting opinions from the society and parents of students, and maintenance. Generally speaking, the effect of public-private relationship is irreplaceable by any other form. Enrollment needs publicity, public relations and public relations planning. Private schools must give full play to the role of public relations in the process of enrollment, carefully design all kinds of public relations activities, attach great importance to communication, solve problems, freely guide and understand public relations channels such as information dissemination and education guidance, and actively make suggestions for enrollment.
Public relations planning of enrollment is mainly manifested in the following three aspects. The first is the communication planning of public relations. Communication is one of the basic elements of public relations and the main means of public relations activities. This is a complete information exchange process. The public relations planning of enrollment should focus on five elements: who spreads, what spreads, through what channels, to whom, and what effect.
The second is the work plan planning of public relations. Generally, it consists of several steps, such as investigation and study, formulation of target preparation plan, planning and implementation of design scheme, communication and dissemination of evaluation results, and feedback adjustment. The third is the planning of special public relations activities. For example, school achievement exhibitions, social sponsorship activities, enrollment consultation meetings, visits and inspections.
Verb (verb's abbreviation) Advertising Planning At this stage, advertising is the basic means of recruiting students in private schools. Some schools even spend a lot of money on recruitment advertisements. Therefore, it is very important to do a good job in the planning of enrollment advertisements. Admissions advertisements are intended to convey information such as schools, majors, enrollment quantity, specifications, school advantages and characteristics to the enrollment target groups through the media in a planned way, with the purpose of introducing, persuading and reminding, which can attract attention, arouse interest, stimulate desire and trigger action. A good job advertisement should be authentic, knowledgeable and targeted, in line with consumer psychology and moral norms. Advertising planning can be divided into macro and micro categories. The task of macro advertising planning is to follow the basic procedures of market research, target positioning, advertising positioning, strategic and tactical positioning, budget, implementation schedule, effect evaluation and strategic and tactical adjustment in the whole process from market research to advertising release. Micro-advertising planning is the planning of advertising production and release process and the implementation of macro-advertising planning. Both macro advertising planning and micro advertising planning should follow the basic requirements of objectivity, systematicness, flexibility, creativity and feasibility. The key to enrollment advertising planning lies in creativity. A good idea should be simple, outstanding, unique, associative, focused, vivid and fashionable. The choice of advertising media is also very important, mainly considering its economy, pertinence and suitability. Commonly used media mainly include newspapers, magazines, television, radio, internet, publicity materials, outdoor billboards, car body advertisements, exhibitions, public welfare social activities and so on. We should also pay attention to the changes of newspaper layout environment, the time and frequency of TV advertisements, and schools can also design some suitable activities or communication tools to publish school enrollment information. In addition, we should pay attention to the use of soft advertising, which plays an extremely important role in the penetration of the target public.
VI. Management Planning
Management planning also has a considerable position in the enrollment planning of training schools. The so-called management is the practical process of coordinating collective activities to achieve predetermined goals. Enrollment is also a process of collective activities. In order to complete the enrollment task and achieve the enrollment goal, we must plan, organize, motivate, coordinate and control the enrollment activities. Enrollment management planning should first plan and arrange the institutions and personnel of enrollment work, determine the establishment of a lean and efficient organizational system, and select and equip personnel who love and are familiar with enrollment work. Secondly, it is planned to establish a scientific and efficient command and coordination mechanism, optimize the allocation of various enrollment resources, and strive to obtain maximum benefits with the least investment. It is necessary to follow the principles of management, organize a large number of enrollment personnel in the team, and form a joint force and team spirit in which the group is greater than the sum of individuals. It is also an important content of enrollment management planning to formulate scientific and efficient incentive policies and form a benign incentive mechanism. It is necessary to make full use of various elements such as environment, salary, rewards and punishments, spirit and culture to mobilize the enthusiasm, initiative and creativity of enrollment personnel. It is necessary to make the enrollment work of private schools orderly, orderly, standardized and efficient through management planning.
Seven, channel planning There are many enrollment channels, especially in the contemporary era, and the enrollment channels are showing a three-dimensional development trend. The so-called enrollment channel planning is to plan and form the enrollment network and various channels belonging to your own school and ensure their smooth and efficient. Enrollment channels play a very important role in enrollment. On the one hand, there are more enrollment channels, on the other hand, enrollment channels should be constantly innovated, be good at breaking through, keep pace with the times, and actively explore new ways.
Use new channels to form their own unique channels. Don't always squeeze one road and one bridge.
At present, the commonly used enrollment channels mainly include: first, the old students in the school take the new students, and all the faculty and staff in the school act as enrollment personnel to pull students around. The second is to hire enrollment information officers and enrollment agents, and send enrollment institutions and enrollment representatives to major source schools.
The third is to participate in all kinds of enrollment consultation meetings and exhibitions at all levels and carry out publicity and promotion. The fourth is to carry out various social activities in the schools where students come to carry out public relations. Fifth, news propaganda establishes an image.
Sixth, various media advertisements and physical advertisements. Seventh, hire famous experts and professors as consultants to make a positive evaluation of the school.
Eighth, invite leading experts from educational administrative departments and educational and scientific research institutions to come to the school for inspection and guidance.
Eight, project planning Generally speaking, the project is a one-time job, and it is necessary for the personnel of specialized organizations to make full use of a certain range of resources within the specified time to complete a clear expected goal. A project can be to build a building or organize an activity to solve a problem. The so-called enrollment project planning refers to the planning of specific project activities in the enrollment process, such as recreational activities, festivals, competitions, awards, consulting activities, Expo activities, tourism activities, teaching activities, moral education activities, economic activities and so on. It can improve and popularize the popularity of schools, bring satisfactory results and practical benefits to enrollment schools, and plan enrollment projects. First of all, we should carry out project investigation, systematically collect, analyze and report information about the project, and study various environmental factors that affect the project progress. The enrolled students are all living people. In project planning, we must attach great importance to the psychological and emotional laws of students and parents, and let them, as the main body of emotional experience, make a positive or negative evaluation of the planned project. In addition, enrollment planning should pay attention to three links: timeliness, innovation and value, project segmentation, project selection and project positioning. Project subdivision is the basis and premise of project planning. Project selection and project positioning are the deepening and continuation of project subdivision. Without subdivision, it will be blind. Without target selection and positioning, project subdivision will lose its meaning. A good project will inevitably bring opportunities and practical results to enrollment, which has always been people's dream. But there will be no pie in the sky
Good projects must rely on planners to think and find. In the process of thinking and searching, we can pay due attention to the following points: First, the homogenization tendency of enrollment items and means is more and more obvious.
Obviously, today's unusual projects are bound to produce miraculous effects. The second is to take a ride and use the means and strength of other industries and enterprises to open up a situation for their own enrollment. Third, in the enrollment market, there are always some unpopular or neglected majors that can make them valuable and efficient. The fourth is to fill the gap. Due to various reasons, although there are more and more schools enrolling students, there are still some demands that cannot be met temporarily or the cost of meeting them is high. If any school can meet this part of the demand or reduce the cost of meeting this part of the demand, it will certainly succeed. In a word, enrollment planning is a very important strategic activity and a complex system engineering. The above mainly analyzes eight aspects of enrollment planning of private schools from a macro perspective, which is also the basic content of enrollment planning. It should be pointed out that the enrollment plan should be combined with the actual situation of the school, and the specific problems should be analyzed in detail, so as to truly implement a detailed enrollment plan and provide a unique and high-quality decision-making and implementation for decision makers!
In short, we should be professional, localized, specialized and socialized!
Strict teaching quality and service quality!