Tianxiao: Talk about website promotion Plan program Cooking School case sharing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Website Marketing Planning Program Cooking School

The ultimate goal of website marketing:

1. To create a professional brand of culinary education industry, in the network to establish a high-quality brand image ...

2. To maximize the potential target users of the Web site into the final students to school ...

New Oriental Culinary School website Marketing Plan:

1. Industry Outlook Analysis

Catering industry is always a fiery industry, everyone can not live without dinner ... Society can not be separated from the large and small food and beverage venues, so it shows that the future of learning professional cooking technology is considerable ...

2. Analysis of Industry competition

Competitors in the same industry in the brand's influence, at present, not as good as the new Oriental Culinary education brand has influence, but this kind of influence to a large extent from television advertising, and the network above the influence to be improved ... Therefore, the implementation of Web marketing is very necessary ...

3. Website construction

Design a website structure suitable for improving the conversion rate of the website

Website Interface Effect Diagram design

Website production

Website Test (server stability, security, browser compatibility, etc.)

The structure of the site to be suitable for professional needs, which is to improve the conversion rate of the site is a very critical step!

4. Website Synthesis optimization

Keywords of the website: brand image keyword; Professional keywords

Website structure optimization: Structural optimization, e-commerce operating environment optimization;

Web page Optimization: page layout, page design optimization, page content optimization;

Website Navigation Design: The convenience of navigation, navigation, such as the text optimization;

Site Link collation: The site's internal, external links to deal with;

Website Label Optimization Design: The relevant label optimization design;

(end up with a brand image, and have a high conversion rate of the site)

5. Website operation

Website Promotion Program (long term, short term)

Pay Promotion

Free Promotion

Online advertising

Website promotion Expense Control

Website Maintenance

6. Timely Marketing Solutions

Suitable time for marketing, holidays, major events, industry season before the establishment of timely marketing activities,

(according to the industry's off-season, peak season, the marketing planning for timely adjustment,)

7. Website Construction schedule and website expense statistics table

This program is just a site marketing planning program, of course, with the new Oriental Cooking school development and growth, the development of the cooking industry changes in the direction of school management changes, school professional adjustment and so on, must be timely adjustment of the marketing plan, so this program is not immutable!!! (corresponding specific planning scheme next page)

New Oriental Culinary School website Marketing Plan:

I. Industry Outlook

Catering industry is always a fiery industry, everyone can not live without dinner ... Society can not be separated from the large and small food and beverage venues, the corresponding need for skilled cooking chef talent, so it shows that the future of learning professional cooking technology is considerable ... Read the latest statistics: Chef has become the world's top ten high-paying professional high-paying career One, become the most promising high-income class, become a real life golden. Since the reform and opening up, the catering industry has been one of China's fastest growing industries, leading the domestic consumer market. Our catering industry is moving towards modernization, industrialization and internationalization, and the demand for catering talents is increasing. In the face of the domestic catering industry good development trend, the catering industry talent situation has changed, unprecedented "talent shortage" has become the biggest obstacle to the development of the catering industry. National Catering Industry survey shows that the next 5 years, the total demand for Chinese chefs more than 4 million. In the face of such a good opportunity to create a professional culinary education brand becomes a mature decision!!!

Two. Analysis of industry competition

1. Competitors in the same industry in the brand's influence, at present, not as good as the new Oriental Culinary education brand has influence, but such a influence to a large extent from television advertising, and the network above the influence to be improved ... Therefore, the implementation of website marketing is very necessary ...

2. Users know this new Oriental culinary brand, mostly from television advertising, traditional advertising effect is still good, in the establishment of new Oriental cuisine education brand played a big role in promoting, but there is a feature is that advertising spending is huge, and the other traditional advertising is not accurate, Not targeted to the target user, just the propaganda of the world, although played a good publicity role, which in the establishment of the brand image played an indelible role, and the image of the product has been basically set up, now should be appropriate to reduce the traditional advertising on the investment, but in the recruitment peak to do publicity on it, And now it's time to do a great campaign on the web, increase the dissemination of information free of charge, cultivate a good reputation, praise, in the industry to create a strong network image influence, especially in the early stage of enrollment preparation, in the recruitment peak, those a large number of network promotion information will play an unimaginable role! In addition to add some network advertising targeted accurate delivery, in addition to the peak of the traditional advertising publicity, must have a good effect!!

Three. Website construction

1. Design high conversion rate of the Web site architecture

The site is not a device, the site is to achieve a higher conversion rate, and achieve a high conversion rate of the site has two important factors:

First: Website traffic; Second: Website architecture

Web site traffic is to do the work of network promotion, and another important factor is the site's architectural design, the site in the framework of design to fully consider the conversion rate of the site! below to improve the website conversion rate to say the details of the site architecture design attention:

1. Home page design and emissions

Now that I'm on the website, so pay attention to the site of the type of people have been basically determined down, the general situation they are to find suitable for their own professional situation, or pay attention to the development of the industry, or to understand the work of the college students and employment and so on, all this shows that the user intends to come here to learn the original Fully taking into account the needs of these users, it is necessary to target the information they need to understand the design and placement of the forum! The top of the page should be specially designed! such as in the home should show some industry information, college student Employment information, college Professional, main professional, college student works, and other sections! and professional information forum to put in the eye-catching position! Finally in addition to floating in the first to overcome, but also in the appropriate forum plus important forum contact, such as online QQ

2. Website page block design and emissions

Sub-page design principles of the site: After reaching the content of the section, the corresponding secondary section in the design should take into account the user test to the plate psychological development direction, is want to leave a message, or want to contact customer service, or with students in school exchange, or see or understand more students true voice, etc., should be considered accordingly! So in the corresponding sub-plate design to fully stand in the customer's point of view, so that users find more reasons to stay! and decided to finally choose to come to school to study!!! This design of the website will eventually bring benefits to the school (students)!

2. Website interface Effect Diagram design

Visually: the website interface design should be appropriate, the page concise, the plate simple and clear, the Forum theme and information outstanding!

Interactive: This type of site without too much interaction, is the customer needs, we must let customers the fastest

Find you, so the online customer service section to do a prominent, and easily realize the interactive function of Exchange chat ...

In addition to the site should be directly to the industry forum, bar and other communities, so that users instantly realize the exchange points

Enjoy, that is: on the page linked to the relevant school forum, bar and other links, if possible, plus some in

School students contact Way QQ or other, let the customer deeper, closer to the students from the university

, where you get reliable information, to find out why you choose to study in the school!!!

3. The production of the website

The effect of the site design: Home page effect map to fresh, generous, each plate theme prominent, clear-cut! From the visual to allow visitors to feel this website interface neat, the atmosphere, very good, very authoritative, very formal! First of all, the vision must conquer the customer!

4. Website test

Domain name purchase: The choice of domain name to have meaning, popular, easy to remember;

Space to buy: the size of the space is reasonable, space functions to meet the needs of the site;

Server Stability: Select the authority of the space distributor, so that the site has been running stable and smooth, shorten the access time

Site Security: The site's background design to be safe, to prevent foreign invasion!

Web page Compatibility: Web page layout, to take into account the majority of mainstream browsers, to ensure that the browser on the normal, to avoid the user because of this situation close the page! Cause customer churn!

5. Create a website construction schedule

To the website of each construction process statistics, convenient later to analysis;

Four. Website optimization

Website is able to achieve efficient user conversion rate, where the optimization of the site is also an important part; To optimize the site is to make the site on the search engine has a good ranking!

1. Website optimization in the design and typesetting standards:

The overall design of the website is generous, beautiful, practical, website code concise, website title Concise, 30 words or less, site navigation using text navigation, site image plus alt attribute, website content concise, information rich, keyword distribution reasonable, natural; site should have contact information such as, mailbox, telephone, etc. site map; Site internal links Set reasonable, external links to the site, and some of the high weight, content-related high level of the site links, and the theme-free pages with robots.txt to prohibit access; make friendly 404 pages;

2. Website keyword Accurate selection: Chef School, chef training, learning Chef once determined that it is best not to change

(3 keywords to join the page title, the main keywords in the title first, and so on)

3. Add Data statistics: Auxiliary analysis of the Web site traffic sources, so as to adjust the information of the site according to the specific situation;

4. The content of the website is updated according to the law: the first information content of the website is best to complete once, avoid to be included after often change, other information update should have the law, this can be included better;

5. Set up a website blog: Around the site to establish a number of related blogs, regular updates, release the relevant information on the website;

6. Timely optimization of the website: with the development of the site, and gradually increase the link to maintain the site;

Five. Website operation

1. Website Promotion Program (paid or free)

1. Search engine optimization: Through SEO to the site itself optimization, so looking at the design of the major search lead

The basic standard of the engine, in order to obtain in the major search engine rankings, and then obtain a larger flow; the way can be free network promotion, or pay promotion, for "Chef School" and other popular keywords to pay for promotion, of course, to seize the opportunity, such as in the off-season can be withdrawn to promote the payment;

2. Keyword ads: Targeted for the potential customer crowd accurate keyword advertising, spending! But the effect

Immediate, pay attention to good investment rate of return!

3. Participation in the Alliance ads: important Three forms of CPC (Pay-per-click), CPA (boot registration), CPS (lead sales) as far as possible in the latter two ways, the CPC effect is not very good, according to the sales pay more cost-effective;

4. Soft text Promotion: The soft text stands to the user angle separately, stands to the cooking school angle, stands to the media angle to have the meter

The written and published to promote each soft wen can be a variety of Web sites to be released to achieve the best results. Dissemination of a variety of channels, covering a wide range of network;

5. Activities promotion: and the relevant media cooperation to engage in thematic activities, engage in chattering, the effect will be very obvious, such as:

And the media to engage in a cooking contest and so on, at the same time to achieve the promotion of brand, establish brand effect;

6. Word of mouth promotion: Through our free service, such as: cooking small common sense to share;

degree, Sina, etc.) inside answer some cooking skill solution etc, let the user do for us

Publicity, the establishment of their own discussion area, training for the site's loyal "fans" for the site to do publicity; This virtually brings the popularity of the site, enhance our good reputation in the industry!

7. Forum and post Bar promotion: Sorting out the popularity of the more prosperous, and cooking-related topics or stick to carry out a planned posting,

Do the details, such as: Add the corresponding contact information and so on, and often go to the top;

8. Blog Promotion: Around the site to build a blog, timely update blog content, and the content should be appropriate to publicize

Web site, and there are links to point, or contact information, etc., the blog will bring traffic, the effect of the blog is invisible, analysis of the flow of the site to know the benefits of the blog!

(There are many ways to promote it, here are the most practical, these promotion methods should be used according to different circumstances;)

Website promotion Expense Control

The cost of network promotion, most in the paid promotion, advertising to promote the cost, so in the development of the pay to promote the above to be based on a different time period, advertising ads to promote the targeted, accurate, and the cost of regular attention should be paid for such a large amount of expenditure, so to develop detailed cost statistics;

Website Maintenance

1. Server and related software and hardware maintenance, to evaluate possible problems, to develop response time;

2. Database maintenance, the effective use of data is the site maintenance of important content, so the maintenance of the database should be paid attention to regularly back up the site information;

3. Update and adjust the content;

4. Establish the relevant website maintenance regulations, the site maintenance of institutionalized, standardized;

5. Do a good job of Web site security management, prevent hackers to invade the site, check the functions of the site, link is wrong.

Six. Timely Marketing Solutions

In the holiday, major events, industry season before the establishment of timely marketing activities ...

(in front of the "activities to promote" said that, according to the facts and related media cooperation to engage in special events, but also in accordance with the industry's off-season, peak season, the marketing planning for timely adjustment ...)

Seven. Team Building

In view of the implementation of this series of processes, building a team is necessary, in this process, each link should be well executed, so you have to build a team, by the general executive, to the whole process of the arrangement, implementation, and monitoring ...

[Above is my new Oriental Culinary School website Marketing Simple planning, from the industry Analysis, website production, to the final website to achieve transformation, this whole process is only suitable for the initial site of a marketing standard, with the site's maturity, or industry changes, professional changes and other situations, the plan is to make specific changes ... Without practice, only for reference!]

Planner: Tian Xiao

2010-11-14

The above is my recruitment of the website marketing planning, there are many aspects of the problem, I hope that we can make more comments, thank you! Article starting blog http://hi.baidu.com/tianxiaoebc/blog/item/4a6b0fd51ce289c3572c848b.html

Welcome to my Blog to Exchange learning!!