Occra Education

Shift from ad-hoc management to replicable, year-on-year campaign planning — e.g. September/November prep for January 'Back to School' classes.

New ad creative on a quarterly (roughly three-month) refresh cycle, with organic social kept consistent monthly.

Ads stay inside the existing monthly eight-video package rather than being split out into a separate ad budget or extra creative purchases.

Keep the current Gen Z, student-centred style for all social and ad content; not formal/professional talking-head educational style.

Referrals drive roughly 80–85% of leads; organic social is a 'trust check' for students rather than a direct conversion channel, while paid ads target parents.

They only teach Secondary 3 and 4 now — JC offerings stopped at the end of last year — and Gen Z branding only makes sense for Sec 3 and above.

End-of-year crash course runs 7–11 September; targeting broadened from Sec 3 only to include Sec 2 to get enough lead volume, marketed generically as 'secondary school students'.

Crash course priced at $45 for a 3-hour session (half the usual lesson price, vs free 2-hour last year), plus a $100 discount if they register for regular lessons by end of the September holidays.

Jil Micole Lee takes over as primary account manager from Jun Kai; Rayne Choo is secondary AM and covers when Jil is away.

Prioritise Chemistry as the lead subject in crash course marketing, specifically Mole Concept and Chemical Bonding, then funnel to other subjects.

Three video variations for the crash course shoot: one Chemistry-specific, one generic crash course, and one for the post-EOY October/November period.

Atlas to film next Tuesday, aiming to shoot all eight videos, with scripts and shot list shared by Monday morning for the client to review.

Group pricing / bring-a-friend discount for the crash course left open — client to decide and send the breakdown.

September content is restricted strictly to the crash course campaign.

Willing to try 'rage bait' style hooks (deliberate typos, visually unconventional) and A/B test hooks; talking-head educational videos and the bottle-spinning creative did not land.

$360 per subject per month (market average), 5% churn, ~1.5K monthly ad budget not always spent, LTV unknown so they model a conservative 10-month lifespan.

Contact them in the mornings, before 3:00 PM — afternoons are taken up with teaching. Future meetings to be scheduled in the morning.

Some static/carousel assets were already submitted but it's unclear whether they are tailored to the Crash Course; status to be confirmed with Jin Kai.

For English, highlight argumentative writing and comprehension — the areas students struggle with most.

Client submits a title list at the start of the month, then changes direction — making their own videos and new scripts on different angles from the ones they suggested.

Seven tutors after two new hires, aged 21 to 26; a per-tutor persona/question list is being compiled to personalise scripts.