In order to ensure that work or things can be carried out in an orderly way, it is often necessary to make a plan in advance, which is the detailed rules, steps and arrangements for implementing a specific action. What formats should I pay attention to when writing a scheme? The following are three publicity schemes of enrollment planning I collected, hoping to help everyone.

Article 1 of the publicity plan for the enrollment plan I. Overview of the background of the enrollment plan:

1, school profile: .........

2. At present, with the rapid development of junior high school education and the gradual establishment of education professional market, the competition between various vocational schools, as well as between ordinary junior high schools and between vocational schools and ordinary junior high schools is becoming more and more fierce, especially for the vast rural areas. In order to compete for students, every enrollment season, there is a war without smoke. Marketing is a management process, that is, a scientific and systematic activity to provide consumers with good quality goods at appropriate prices and the most reasonable channels.

The enrollment activity of vocational schools can also be said that under the current market economy conditions, schools sell "educational" goods to students, but this kind of sales is not a one-time transaction, but a long-term and continuous service process with customers. Students should spend a certain amount of time on products, and finally achieve the purpose of consumption. The enrollment process of vocational schools is a marketing activity under the premise of "educating" the real quality of goods: through the process of systematic analysis, planning, implementation and control, as well as the combined use of marketing means, we can find students who want to study, communicate with them, tap their potential needs, stimulate their desire for learning, and finally achieve the purpose of students' learning.

Therefore, enrollment marketing activities should be a management process. At present, for vocational schools, we should understand and implement this management process, including the combined application of corresponding marketing means. More importantly, we should understand the marketing concept and new thinking in the enrollment work, straighten out and establish the status of enrollment work, and grasp the enrollment work from the overall situation.

Two. The management process of marketing concept and operation means of school enrollment work is mainly reflected in the following order and level.

1. Market research and determination of target market Market research is the first step of enrollment marketing activities, which refers to collecting, sorting out and analyzing all kinds of relevant information in a scientific way to understand marketing objectives and their needs, so that managers can design, implement and control all kinds of marketing activities more effectively. Vocational schools can obtain all kinds of data about students from the education department, such as the number of students, graduation intention, family status, existing and potential needs, etc., and conduct research and analysis;

Or we can divide schools into leaders, teachers, students and parents by stratified survey, collect and analyze all kinds of information through interviews and questionnaires, and further contact with the real situation, such as the reasons for the decrease or increase of the number of students, the enrollment level and related needs, students' impressions of vocational schools and the main considerations for students to choose schools, which can provide more objective materials for schools for decision-making reference.

According to the analysis results, establish the target market. The so-called target market means that schools can distinguish the market segments that can effectively serve them according to their own conditions and abilities, so as to give full play to their advantages. The target market of vocational school enrollment focuses on student categories, schools and regions. For example, students in vocational schools are mainly concentrated in junior high school graduates from ordinary middle schools, and are further subdivided into students with poor academic performance and relatively ordinary family background in a certain area within the influence of schools, as well as large schools and ordinary schools with rich students, so as to concentrate manpower and material resources on enrollment in this target market.

2. Market positioning of vocational schools: positioning is to establish their own image and connotation in customers' psychology, and positioning of vocational schools is to establish their own brand position among target objects. Therefore, schools should understand consumers' psychology, cognitive impression of similar educational products, and their position, unique image and advantages in students' minds. Marketing methods and means can be determined by positioning. In the information age, vocational schools should study how to make consumers get a clear and best image of the school under a large amount of information.

The steps taken are as follows:

(A) to confirm the most favorable competitive image of the school. The source of positioning is not the product itself, but the consumer psychology. Schools should conduct an objective and systematic investigation from their own educational activities to the impressions of consumers, and confirm the long-term favorable competitive situation according to the research on customer relationship, product differences and similar price ratio. Vocational schools can evaluate and compare their teachers, equipment, environment, employment rate and services, choose their own advantages and characteristics according to students' cognitive investigation, and highlight the school image.

(2) Choosing competitive advantage refers to choosing the most distinctive and competitive advantage after evaluating many existing factors with a systematic method. If vocational schools have poor hardware and weak conditions for running schools, they should choose their own advantages in quality training and management methods, and make them fit in with the psychology of students and parents, emphasize the importance of people's quality in modern society to the public, and establish their own distinctive brands.

(3) propaganda and persistence of positioning. Positioning is a psychological cognitive problem, which should be the communication among schools, students and parents. Through publicity, let your own characteristics, school-running ideas and educational ideas be recognized by the public. Propaganda means must be consistent with positioning. For example, advocating a simple school spirit can not render luxury, and modern educational means must be set off with corresponding hardware. To publicize the employment rate, we must have sufficient basis.

Positioning is the brand of the school and the mental model of students and parents. We must objectively consider the impression of consumers and seek truth from facts in propaganda. Positioning is the long-term accumulation of consumers' cognition and feelings. Therefore, once a vocational school has established and chosen its own position, it should stick to it for a long time and go all out unless something important happens. Positioning should have a good theme, such as contrasting a good or bad theme with distinctive features to set off your image; In other words, it is easier to link one's image with the stereotyped image in the minds of students or parents than to re-establish the image.

You can also adopt a new location strategy. For example, vocational schools themselves have a bad image, so we can consider changing their majors and training objectives on a large scale, or even merging or expanding, reorganizing and renaming them to attract students. In case of major social changes or policy adjustments, such as university enrollment expansion and high fever, the positioning needs to be adjusted according to the actual situation.

Third, marketing promotion strategy

Marketing promotion includes personnel promotion, advertising, promotion and public relations. 1, personnel promotion, refers to the conversation with potential or existing customers under the set goals. Its advantages are strong pertinence, easy friendship cultivation, quick information feedback, and its disadvantages are high cost. In the enrollment work, there are many ways to promote sales, such as personal interview, meeting and telephone sales. In the selection of salespeople, teachers are the first choice for salespeople in enrollment because of their professional relationship, understanding students' psychology and interests, grasping students' thoughts, having good language skills and being convinced by students.

Or we can adopt the comprehensive marketing method of principals, teachers and students in vocational schools, which can be carried out at multiple levels, with principals opening the situation, teachers preaching and students presenting themselves. And the way can be based on the salesman's social relations and familiarity with the school, using overall or task-based responsibility. Personnel promotion should establish a fixed team, bring the old with the new, play a role in the annual enrollment time of vocational schools, and maintain a number of old customers' schools with fixed students.

2. Advertising is extensive, vivid and quick. The advertising targets of vocational school enrollment are students and their parents, teachers from the source school and other people who have an influence on students' willingness to learn, including appeal to reason, emotion and other factors. The task of advertising is to establish the school's popularity and show the essence of its educational products, school characteristics, environment and services. The key is to grasp a specific purpose to help students achieve it, such as using examples to show that students can go to school and get jobs in a certain industry, thus building students' confidence and positioning.

The goals of advertising can be divided into notification, explanation, reminder and image-building. The goal of advertising is to let students know something about educational products and generate demand and desire. The ideal goal should highlight the nature, function, future and development of vocational schools; The descriptive goals of advertisements often adopt the method of contrast to highlight the unique advantages of schools; The reminding goal of advertising is to keep continuity and play it repeatedly to deepen the impression of customers; Visual goals should cause shock or feelings from vision to spirit, such as publicizing school ideas, school motto, school history, school buildings, environment and various school activities. You can also take a parallel way, such as playing information about school dedication, public welfare activities and school spirit and discipline.

3, promotion, refers to the use of various means to quickly stimulate consumers to take the purchase behavior of the collection. There are many kinds of promotional activities, which should be novel and practical, such as giving financial rewards to students' schools or teaching assistants, giving students gifts, distributing color printed materials, arranging exhibition boards and booths, etc. Some vocational schools printed promotional contents on the handbags, which were adopted by students because of the benefits and played a good publicity role.

4. Public-private relationship has the dual functions of management and marketing, which is used to form, maintain or change customers' attitudes towards the school and its products, so that the school's management and measures are consistent with the target market, thus being accepted by students and parents. The relationship between the public and the public has a long-term and specific function, and it will not be established overnight.

Mainly through long-term and effective cooperation, establish the credibility and satisfaction rate of both parties.

The main secret of the relationship between the public and the public is to constantly strive for the target market, supplemented by various means to deepen and strengthen the impression. When people come into contact with a school, they will not feel very good, but they can achieve their goals through long-term public relations activities. For example, a vocational school enrolls students across regions. In order to communicate with the parents of students and influence the surrounding people, teachers are sent to the surrounding counties to hold parent-teacher conferences every semester to express the school's emphasis on communication with families, and persist in it for a long time, so that the information of school activities and achievements is widely disseminated;

Another example is the social public welfare activities that vocational schools participate in, inviting relevant personnel to participate in public relations activities such as school celebrations, festivals and school opening; Use the media to report all kinds of activities and trends of the school in time; Provide technical teachers and equipment support for ordinary middle schools; Hotline, website, free skills training course for laid-off workers, etc. In the constant public relations activities, the customer's psychology changes, and the cognitive impression of the school is enhanced, which plays a subtle role in "moistening things and being silent".

Fourth, channel planning.

There are many channels for enrollment, especially in the contemporary era, which has entered the network era, and the enrollment channels have shown a three-dimensional development trend.

The so-called enrollment channel planning is to plan and form the enrollment network and various channels belonging to our school, and ensure their smooth and efficient. Enrollment channels play a very important role in enrollment. Channel use, single-minded. On the one hand, there are more enrollment channels; On the other hand, the enrollment channels should be constantly innovated, be good at breaking through, be good at keeping pace with the times, be good at discovering new channels, actively explore and use new channels, and form their own unique channels, instead of always trying to squeeze a road or a bridge.

V. Analysis of enrollment background:

Admissions officers should recruit students with passion. There is a truth like this: if you can't convince yourself, it will be difficult to convince others; If you don't believe in yourself, it's hard for others to believe; If you don't even have something you are passionate about, it's hard to make others passionate.

In short, you will have passion only if you regard this as a career, not just a "means of making a living". When recruiting students, the admissions officer must be explaining your beliefs and expressing your true feelings from the heart. Only in this way can you sincerely impress your students.

1. Looking for students. No matter where you are or who you are facing, you should have the spirit of "students are among these people" and don't have preconceived ideas. Anyone can be our target student.

2. Check your registration team. For most enrollment, the 80:20 rule. 80% enrollment (performance) comes from 20% agents. The purpose is how to find 20% agents? Finding these excellent teams, the growth of performance is inevitable.

(1) Delineate the market scope

(2) List the existing agents

(3) Classify the existing agents

(4) Find a new agent that meets your requirements through recommendation and independent development.

(5) Let them work.

Although Christmas and New Year's Day have just passed, "Double Eggs" seems to be far away from us, but as a professional enrollment in a tutorial school, we should make a series of detailed plans for the enrollment publicity activities throughout the year. The following 633 English word shorthand Jinan Center specially designed a "double egg" enrollment planning case for everyone, so parents can hoard it first!

Activity time:

65438+February full-month enrollment season; 65438+ 10/9: 00-12: 00

Active object:

All students (junior high school, senior high school); Good friends invited by students; Intentional students invited by the admissions teacher.

Activity forms: teacher-student interaction, English games, singing performance teaching, etc.

Budget and scale of activities:

Proportion:

All students are encouraged to attend in Jinan. Those who really can't attend must ask for leave in advance. Students in Taian suggest to register in advance, and the notice of the activity can be issued one week in advance! The number of students is controlled within the capacity of the largest classroom. If the number of applicants is large, it can be done in classes!

Site requirements:

The largest classroom

Personnel requirements:

All classroom teachers and education teachers

Expense budget and bonus settings:

1, school decoration (balloon+new year poster+ribbon 100 yuan)

2. 10 Christmas hat (50 yuan)

3. Lottery prize 1000 yuan (first prize, 300 gold medals; Second prize, prize stationery gift box set; Third prize, prize pencil case; Fourth prize, prize color eraser; Commemorative prizes, prize pencils or various small gifts of about one yuan)

4.3,000 event flyers (500 yuan)

5. 100 table tennis for the lucky draw (100 yuan)

6. 3-5 part-time propagandists, with an estimated salary of 65,438+10,000 yuan.

Activity implementation process:

One, three weeks before the start of the activity, arrange the teacher to publicize the enrollment in the form of a lottery at the school gate.

Second, the lottery form: put 50 ping-pong balls into the lottery box and mark the number 1-5 on them. If you participate in the lucky draw, you can win 100%.

3. All children or parents who participate in the lucky draw must register their detailed names and telephone numbers after winning the prize. Parents can collect the prize at the center with the stamped leaflet before 1 month 1.

4. All children who take part in the lucky draw and receive prizes in the center will have the opportunity to participate in the New Year's party on the first day of New Year's Day and participate in the lucky draw again on the day of the party! Encourage children to participate in the rehearsal of the get-together, and it is best to go to class with the right class, so as to achieve the purpose of enrollment!

Verb (abbreviation of verb) New Year's Day party activity flow:

1, organize students and parents to take their seats, and watch the PPT and 633 propaganda film of the school curriculum introduction.

2. Each class will give performances (each program control time 10- 15 minutes), and the principal will grade the programs!

3, collective English games, open classes (let parents know the classroom form and the teacher's class form.

4. Group draw.

5. The headmaster speaks, giving prizes and certificates to the class with the highest score!

Educational institutions can adjust the details according to the different situations of their own institutions, and welcome your comments to make our enrollment planning more complete!

Enrollment plan publicity plan 3 1, activity purpose

(1) Expand the popularity and influence of our school in the whole country, and deepen the understanding and recognition of our school by candidates, parents and middle schools;

(2) contribute to the development of the school;

(3) Provide students with opportunities for social practice.

2. Organizer of the event

This activity is sponsored by the Admissions Office.

3. Participants

Undergraduate and graduate students in our school.

4. Schedule of activities

(1) Each college determines the volunteer list for enrollment publicity, and the electronic list is sent to.

(2) Training time and place: notice will be given separately.

(3) Activity time: during the winter vacation.

(4) Summary time of students' hand-in activities: 20xx before March 15.

5. Activities and assessment methods

(1) activity mode

Admissions publicity volunteers take advantage of the opportunity to go home during the winter vacation, bring the publicity materials (20xx Registration Guide) printed by the Admissions Office, go back to the middle school where they graduated, publicize and introduce the relevant situation of our school and the relevant policies for undergraduate enrollment to the school leaders and teachers, and share their college life experiences with high school students, especially graduates; Answer students' general questions, such as the basic situation of the school, enrollment plan, specialty setting, campus cultural life, etc. And mobilize outstanding students to apply for our school.

(2) Evaluation method

During the activity, the volunteers of enrollment propaganda should do a good job of investigation and research, including the overall effect of the middle school, as well as the candidates' opinions and suggestions on school enrollment, and finally report it to the Admissions Office in the form of an investigation report. The Admissions Office will coordinate relevant departments to incorporate this activity into students' social practice activities; The investigation report submitted by the students is deemed to be excellent, which will be credited to the credits, and the advanced individuals in social practice will be selected, and material rewards will be given according to the relevant regulations of school social practice.

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