MK002R01EF学校某省市场计划

第2册卷5某省市场营销文件号:MK-002-R01

MarketingPlan

Feb,2004

某省市场促销执行计划Date:2,Jan,2004By:LouisaTaoContent概要Marketingobjectiv某省市场目标Product产品策略Promotion促销计划及执行Channel推广渠道MarketingBudg某省市场预算MarketingDepartmentMarketingobjectiv某省市场目标PromoteIELTScourse推广雅思课程RetentionofWintercourse寒假班续读Promotebusinesscourse推广商务英语课程KeepmarketingBudget某省市场预算MarketingDepartmentProduct-Strategy产品策略Wewillpromote,E1D,,KidscourseinFeb.

在2月份，我们会重点推广雅思课程、少儿英语、互动英语、职场特训英语。Thepromotionforthesecourseincludenewproductpromotion,newproductlaunchparty,thesalespolicyforwintercourseretention,etc.配合这些产品推广的活动包括某省市促销活动、E1D新品发布会，少儿英语续读政策等。MarketingDepartmentProduct–雅思课程Background背景介绍Thiscourseisbasedon.该课程以教材为基础，并增加了试技巧及辅助教材。Whowillattendthiscourse?目标人群TheywantattendIELTStestandgetabove6scoresaftercourse.参加雅思考试并希望获得6分以上者Placementtest课程测试

thestudentneedattendtheplacementtestbeforetheyattendthecourse,thistestincludesreading,listening,writing,speaking.iftheEnglishlevelofstudentisnotsuitableforIELTScourse,wesuggestthemattendgeneralcoursefirst.该测试包括听、说、读、写四个项目，学生得到相应分数才能参加该课程，未能通过测试者，我们将建议他们参加低级别雅思课程或EF通用课程来提升英语能力。WesuggestEFstudentaboveKeystage2attendthisclass,buttheyneedattendplacementtestfirst.EFKeystage2以上的都是我们的目标人群，但他们参加课程前也必须经过测试。MarketingDepartmentProduct–雅思课程Courselength课程长度96课时Teacher教师

Localteacher,reading,listening,writing,80%ofwholecourse

教阅读，听力，写作部分,约占整个课程的80%Nativeteacher,speaking,20%ofwholecourse外籍教师教口语部分,约占整个课程的20%AllteacherheexperienceforteachingIELTS.所有教师需有雅思教学经验。CoursePrice课程价格1850Yuan,noincludingbookfee.1850元，不包括教材费。DetailspleaserefermarketingplanMarketingDepartmentProduct–雅思课程Courseschedule–96achsEvening:M-F,6:45-9:00pm,5*15achs,6.5weeks 晚班：~，每天3课时，每周5天，6Weekend:Sat&Sun,9:00-12:00am,1:00-4:00pm,2*16achs,6weeks

/日，每天8课时，每周2天，2*16achsDay:M-T，9:00-12:00am,1:00-4:00pm,4*32achs,3weeks 白天班：~，每天8ach，每周4天，3周MarketingDepartmentProduct–雅思课程Thefirstclassin3centersSch-1:Daycourse太原路学校开设白天班Sch-2:Eveningcourse 浦东学校开设晚班Sch-3:Weekendcourse 人民广场学校开设Iftherehemoreclassesineachcenter,theycanchooseotherschedule.如果每个学校可以开更多的班，则可选择其它时段。MarketingDepartmentPromotion-LeadsTarget促销目标TotalLEADS:16003centerswillsharetheseleadsIncluding:Phonein+Walkin+PhoneoutNote:Phonein: phoneinquirefromfrontdeskWalkin: walkinfromfrontdeskPhoneout: LeadsfrommarketingactivityMarketingDepartmentPromotion-雅思促销Promotionofnewproductlaunchi某省市促销活动1,Feb.-15,Feb. 2月1日-2月15日20%off 8折优惠Theprice:1850yuan 1480yuan(noincludingbookfee)Freere-study免费重读政策Ifthetestscoreislessthan6,studentwillfreere-studythecourseinoneyear.butattendancemusthighthan90%学员出席率高于90%，如考试未获取6分，则可在一年内免费重读。Freepracticingspeakingandlistening更多听说免费练习Seminar 英语讲座EnglishCorner 英语角MarketingDepartmentPromotion-Wintercourse寒假续读

Continuepaypolicyforteenage寒假续读政策-Teenage1,Feb.-29,Feb. 2月1日-2月29日Reducing600yuanforonestage 减免学费600元Theprice:6480yuan 5880yuan(noincludingbookfee)Ifstudentpayonelevel,justfollowgeneralsalespolicy.如学员仅续读一个阶段，则仅享受正常的销售政策。ContinuepaypolicyforKids寒假续读政策-Kids1,Feb.-29,Feb. 2月1日-2月29日Reducing300yuanforonestage 减免学费300元Theprice:3470yuan 3170yuan(noincludingbookfee)MarketingDepartmentPromotion-Wintercourse寒假续读

Howtoarrangestudentsafterwintercourse?寒假结束后课程安排MakeplanfornewscheduleonweekendandFriday.Persuadingstudentstoattendsuitableclass.在寒假结束前确定寒假后儿童班开班计划，让所有学生有适合的班级就读,开设部分午的儿童班。ContinuePayfromstudentwhowillfinishthelevelinwintercourse.通过促销政策推动寒假班学生续读后续课程Arrangingsomeadvertisingofkidscourseandcatchcertainnewstudents,Keepgoodgroupsizeofkidsclassinfollowingseason.在寒假结束后安排少儿英语广告，吸引一些新学员，保证好的班级人数oidingrefundstudents避免因安排不当而造成学生退费。MarketingDepartmentPromotion-E1D互动某省市活动NewproductlaunchPressConference某省市新闻发布会Sponsor：EFEnglishFirstChina主办：EF英孚教育中国Address：ShanghaiInternationalConventionCenter地点：上海国际会议中心（暂定）Date：12,Feb.2004时间：2004年2月12日（暂定）Attendee: Morethan100peoplewillattendthisconference, includingreporterofshanghaiandnationalmediaCMandDOSofFranchiseschool,staffofEFBC参加人员：上海及全国的媒介记者、EF连锁学校校长/教务长、EFBC人员MarketingDepartmentPromotion-Valentine’sDay情人节促销SpecialGiftsforallpaystudentsinValentine’sDay所有2月14日当天付费学生将获赠一份精美礼品！MarketingDepartmentPromotion-Mediaplan媒介计划SJad,1/10pageblack,4times,3,10,17,24,Feb.申江服务导报IELTSCourse+EIDcourseMorningNews,black,4times,5,12,19,26,Feb.新闻晨报Kidscoursefor3timesIELTScourseforlasttimeCareerPost,1/3page,color,4times,5,12,19,26,Feb.前程IELTScoursefor3timesCLTcourseYouthdailyad,1/10pagecolor,4times,4,11,18,25,Feb.青年报Newyearpromotion+wintercourseMarketingDepartmentPromotion-Editorial新闻报道MediaSTV上海电视台OTV东方电视台东方卫视ETV教育电视台OrientalBroadcastingNetwork东方卫视OrientalRadio东方广播电台SJNewspaper申江服务导报Xinminevening新民晚报MorningNews新闻晨报CareerPost前程Zhaopin招聘网Sina

新浪网Eastday东方网YouthDaily青年报JiefangDaily解放日报InternationalFinanceNews国际金融报外滩画报WenhuiNewspaper文汇报ShanghaiDailyEastda某省市场报ShanghaiEverningPost新闻晚报2004EFNewproductPressConferenceMarketingDepartmentPromotion-Outdooractivity校外活动SeminaronShanghaibookcity上海书城讲座1timeeveryweek,1:30-3:30pmonSundaywk406-wk409SeminaronPudongLibrary浦东图书馆讲座1timeeveryweek,3:00-4:00pmonSaturday,wk406-wk409WhitecollarseminarforthememberofCareerPost前程领英语沙龙1time,6:45-8:30pmonWednesday,Wk407WhitecollarseminarforthememberofClassPost求职360白领英语沙龙1time,6:45-8:30pmonWednesday,Wk408DMtoEFstudent邮寄DMIELTScourse+KidscourseJoin-promotioninStarGym健身俱乐部联合活动Wk406-wk409MarketingDepartmentPromotion-Internalactivity校内活动DemoClassforAudlts成人视听课Puxi:10:00-10:30amonSundayPudong:10:00-10:30amonSaturday/SundayDemoClassforKids儿童视听课Puxi,9:30-10:10am