I. Core Ideas for Plan Adjustment
1. Focused Goal: Clearly position community activities as a "trial class lead generation entry point," with all aspects designed to invite families to Saturday's on-site trial classes.
2. Course Linkage: On-site interactive content is strongly linked to Saturday's trial classes (art, Go).
3. Conversion Closed Loop: Simplify on-site community activities, strengthening the complete "reservation-on-site-conversion" chain.
II. Basic Activity Information (Adjusted)
Activity Theme: "Little Artists & Go Little Geniuses" Community Experience Day → Saturday On-site Premium Classes
Core Goal: Each community activity generates leads for at least 15 families to participate in Saturday's trial classes.
Trial Class Arrangement:
- Saturday mornings 10:00-11:30 (Art Class), Saturday afternoons 15:00-16:30 (Go Class)
- Each class is limited to 10 families and requires advance reservation.
III. Key Stage Optimization Design
1.Re-engineering the On-Site Community Activity Process
Time Slot | Activity Design | Lead Generation Strategy |
9:00-9:30 | Visual Attraction | Arrange an art exhibition (past children's works) and a real-person Go match demonstration (teacher vs. parent). |
9:30-10:15 | Mini Trial Class | 15-minute art mini-class (simple drawing and painting) and introductory Go game (capturing practice). |
10:15-11:00 | Course Introduction Session Precise Follow-up | Conduct one-on-one communication with hesitant parentsand distribute physical "trial class invitation" certificates. |
2. Exclusive Course Experience Design
Art Class Lead Generation Combination:
1. Gift a blank "Little Painter Growth Record" booklet (with accompanying stickers awarded in Saturday classes).
2. Showcase the progression of past children's artwork (comparison from the first class to the end of the semester).
Go Class Conversion Three-pronged Approach:
1. Set up a "Go Challenge Table" in the community (children who win against the teacher can get priority seating on Saturdays).
2. Distribute "Go Young Master Points Cards" (formal points accumulation starts in Saturday classes).
3. Display charts of scientific research findings on the benefits of Go for children's concentration on the parent's side.
4. Appointment Incentive Policy
On-site Appointment Triple Gifts:
1. Qualification Gift: Priority selection of Saturday class time slots (appointments open on the day of the community event).
2. Physical Gift: Gift art tool kit/mini Go set (collected on Saturday).
3. Tuition Fee Gift: On-site appointments and participation in trial classes can enjoy a RMB 300 discount on registration.
IV. New Standards for Personnel Implementation
1.Dialogue Templates
Art Class Invitation Dialogue:
"Baby's graffiti just now is very imaginative! In our Saturday art class, we will teach children to create three-dimensional paintings using special materials. Would you like to book a time slot at 10 am or 11 am?"
Go Class Conversion Dialogue:
"The child's ability to capture pieces shows great Go talent! In Saturday's Go class, we will teach the secret of 'enclosing territory', and booking now allows the child to play against peers!"
2.Performance Appraisal Indicators
Position | Core Performance Indicator | Reward for Meeting Target |
Appointment Specialist | Each session attracts 12 or more trial class customers | Over 12: 7 USD/group |
Course Consultant | Trial class attendance rate ≥ 80% | 28 USD/session |
All Staff | Saturday class conversion rate ≥ 30% | Team dinner fund |
V. Budget Adjustment Explanation
Newly Added Key Items:
1. Trial class teaching material package: 28USD/session × 8 sessions = 224USD RMB
2. Appointment gift sets: 2USD/set × 60 sets = 120USD
3. Visual material upgrade: Dynamic course preview video production 112USD
Optimized and Saved Items:
1. Cancelled large backdrop, changed to easy-to-pull banner: Saved 70USD
2. Simplified brochure to a single-page course schedule: Saved 42USD
Adjusted Total Budget: 672USD (original plan 644USD, increased by 28USD
VI. Effect Tracking System
1. On the day of the community event:
- Registration forms distinguish between "general inquiries" and "trial class appointments".
- Different colored wristbands are distributed to distinguish the degree of intention.
2. One day before the trial class:
- SMS/WeChat reminder (including course preparation matters).
- Telephone confirmation of attendance.
3. On the day of the trial class:
- Set up a "Community Activity Review Wall" to enhance a sense of belonging.
- Immediately conduct post-class enrollment intention scoring (A/B/C level).
4. Conversion follow-up:
- Conduct home visits to A-level customers within 48 hours.
- Send highlights of the course to B-level customers.
- Push educational articles to cultivate needs for C-level customers.
This plan deeply binds the community event with the in-garden trial class, forming a marketing funnel of "community initial experience - in-garden deep experience - final conversion," which is expected to increase the trial class attendance rate by 40% and the course conversion rate by 25%. It is recommended to cooperate with the kindergarten's official account's "Course Stories" column for simultaneous publicity, forming an online and offline synergy effect.