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According to the 2005 annual survey data from iResearch Market Consulting, online media has become the primary channel for users to learn about online education companies or schools. Online advertising accounts for 48.1%, ranking first, followed by online forums at 43.9% and search engines at 41.5%.
However, the institutions that cultivate this main force - schools - most still prefer traditional promotional methods. The image of their websites and promotional means are out of step with the times, unable to attract the attention of young people, and even create a gap between students and schools, making it difficult to integrate with the open, equal, and free spirit of the Web 2.0 era.
It can be seen that in today's increasingly market-oriented education industry, if one wants to stand out in competition and gain the favor of students and parents, forward-thinking principals should use the Internet as the most important marketing tool for schools.
Combining several core links in the operation of the education industry, we believe that online marketing in the education sector can be summarized into the following four parts:
1. Online Enrollment - Expanding School Admissions
With the traditional unified enrollment model being broken, schools have begun to be incorporated into the track of market competition. How to find sources of students has become the most headache-inducing problem for various schools. Opening newspapers, advertisements with various titles and honors are dazzling. Schools are anxious, and so are students - one is anxious about not finding students, and the other is anxious about not finding a suitable school. It is difficult for schools to recruit students and for students to find schools due to information asymmetry, making it hard for them to resonate and attract student registration.
The Internet is the most comprehensive and rich carrier of information display. To gain the favor of students, schools must showcase as much detailed and rich information as possible on their websites to enhance students' understanding of the school. The following points are what Shanghengtong suggests should be displayed on school-type websites:
1) School Overview: Detailed introductions about the history of the school’s founding, its educational culture, leadership figures, campus environment, etc., to help students understand the school more deeply and comprehensively.
2) Faculty Team: Introducing the quality faculty team at the school, an important part of building confidence among students and parents.
3) Majors and Course Offerings: This section is also a core concern for students. A simple search function can be set up to allow students to quickly find their preferred courses.
4) Teaching Advantages: In addition to the school’s own introduction, graduates or parents can recommend the school, enhancing its credibility.
5) Online Consultation: If students have any questions about the school, they can raise them online, and timely responses from the school help build trust.
6) Online Registration: Online registration is an important channel for understanding student intentions, allowing timely contact with students to answer their questions.
2. Online Campus - Opening New Spaces for Communication Between Schools and Parents
The Internet has become an indispensable tool for students every day. Using the interactivity of the Internet, communication with students and parents not only strengthens mutual feelings and understanding but also showcases the creativity and imagination of students, enlivening the school atmosphere and enhancing campus culture.
1) Online Communication: Establishing a communication platform between students, parents, and teachers to discuss issues equally.
2) Campus News: Timely reporting of the latest news and activities in the school, with student correspondents covering topics of interest to students, attracting their attention.
3) Online Bulletin Board: Moving the traditional blackboard bulletin board online, fully utilizing students' ingenuity, providing a space for showcasing talents.
4) Online Survey: Conducting surveys on issues of concern to students on the website. Listening to the opinions of students and parents enhances the school's credibility.
3. Employment (College Entrance) Guidance - Paving the Way for Students’ Futures
College entrance (employment), as a topic of common concern for students and parents, is also an important focus for schools. On the website, a special column for college entrance and employment guidance can be established to provide beneficial support for students' futures.
1) Job Recommendation: For some outstanding students, they can be recommended on the school website, reflecting the school's human-centered educational philosophy.
2) Employment/College Entrance Information: Searching for the latest employment and college entrance information to attract browsing by students and parents, showing the school's concern for students.
3) Employment/College Entrance Guidance: Answering the difficulties encountered by students in college entrance/employment, helping them find their direction in employment/college entrance.
4. Alumni Home - Building Long-Term School Brands
Accumulating alumni resources can bring the best word-of-mouth promotion for schools. By forming an online alumni association, not only can alumni meet and exchange, accumulating social resources, but they can also become the "living signboards" for school promotion, attracting students to join.
1) Alumni Directory: Recording the contact information of each graduating class, making it convenient for alumni to look up;
2) Alumni Testimonials: Let successful alumni express their feelings about the school, enhancing the sentiment of alumni towards their alma mater and giving full confidence to students and parents.
3) Alumni Exchange: Establishing a space for alumni exchanges, maintaining regular contact among alumni, and bringing more social resources to the school.