Occra Education
Education / Coaching← All clientsBrand kit
colours the generator renders with — without these nothing can be generated- contextaccount-management2026-08-1366d ago
Jil Micole Lee takes over as primary account manager from Jun Kai; Rayne Choo is secondary AM and covers when Jil is away.
Handover call explicitly framed as realigning direction away from Jun Kai's ad-hoc style.
Meeting· Jil Micole Leesource ↗
- contextbusiness-metrics2026-08-1366d ago
$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.
Referral scheme: $50 cash per referred student, plus an iPhone at 10 referrals — recently switched from pure cash. Peak months are Term 2 (Mar–May); December is quiet and the centre is closed; January was strong this year. Feb/March underperformed because campaigns launched only a week before.
Meeting· Joesource ↗
- preferencecommunication-hours2026-08-1366d ago
Contact them in the mornings, before 3:00 PM — afternoons are taken up with teaching. Future meetings to be scheduled in the morning.
Next check-in set for the following Tuesday.
Meetingsource ↗
- preferencecreative-hooks2026-08-1366d ago
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.
Joe: "conversion is a different question... I can try." The bottle-throwing ad did well by word of mouth — students came because of it. Joe on the tutor spinning the bottle: "not cool enough", students are exposed to crazier stuff.
Meeting· Joesource ↗
- preferenceenglish-subject-angle2026-08-1366d ago
For English, highlight argumentative writing and comprehension — the areas students struggle with most.
Jil Micole Lee proposed role-play scenarios to demonstrate the teaching process for these in future content.
Meeting· Joesource ↗
- contexteoy-crash-course-pricing2026-08-1366d ago
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.
Target ~30 trial attendees converting to ~15 signups; they expect conversion above the current 50% because the $45 fee qualifies leads.
Meeting· liang bing wangsource ↗
- preferencegen-z-brand-voice2026-08-1366d ago
Keep the current Gen Z, student-centred style for all social and ad content; not formal/professional talking-head educational style.
liang bing wang: "I think this current style is good... we should continue with the Gen Z style content." They also preferred the tone from the session Owen was in over the earlier 'serious' director-focused approach. Students are the majority of the social audience.
Meeting· liang bing wangsource ↗
- contextlead-sources2026-08-1366d ago
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.
Joe: a nervous Sec 3 student going somewhere new will check the Instagram page to see what the tutors are like — it's an additional touchpoint, not the converter.
Meeting· Joesource ↗
- contexttarget-student-segment2026-08-1366d ago
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.
Joe: below Sec 2 students don't decide for themselves. JC market seen as too saturated. Jil Micole Lee had wrongly believed JC was still offered.
Meeting· Joesource ↗
- contexttutors2026-08-1366d ago
Seven tutors after two new hires, aged 21 to 26; a per-tutor persona/question list is being compiled to personalise scripts.
Jil Micole Lee: current content is too generic — she wants each tutor to have a persona so students recognise them.
Meeting· liang bing wangsource ↗
11 worth re-confirming before acting on
Nothing has contradicted these, so they are still on the record — but they are old enough that the client may have moved on. Treat them as questions, not instructions.
- decisionad-refresh-cycle2026-08-1366d ago
New ad creative on a quarterly (roughly three-month) refresh cycle, with organic social kept consistent monthly.
Jil Micole Lee proposed a 1–3 month refresh to combat creative fatigue, which she believes explains the high August cost-per-lead. Team agreed on quarterly.
Meeting· Jil Micole Leesource ↗
- decisionads-within-eight-video-package2026-08-1366d ago
Ads stay inside the existing monthly eight-video package rather than being split out into a separate ad budget or extra creative purchases.
Joe: "ads right now not a huge priority... we rather just keep the ads to whenever we need them uh within the eight videos." He also asked whether hooks can be swapped while keeping the middle and ending of a video.
Meeting· Joesource ↗
- decisionannual-campaign-planning2026-08-1366d ago
Shift from ad-hoc management to replicable, year-on-year campaign planning — e.g. September/November prep for January 'Back to School' classes.
Joe: the business is seasonal, so campaigns should be repeatable year on year. Agreed with Jil Micole Lee on the 13 Aug call.
Meeting· Joesource ↗
- decisionchemistry-priority2026-08-1366d ago
Prioritise Chemistry as the lead subject in crash course marketing, specifically Mole Concept and Chemical Bonding, then funnel to other subjects.
Chemistry has ~50 students (incl. combined), E-Math ~30, English and Physics combined fewer. Topics may still change after their internal meeting that day.
Meeting· liang bing wangsource ↗
- complaintcontent-brief-changes2026-08-1366d ago
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.
Raised by Jil Micole Lee to Rayne Choo before the client joined; not said to the client.
Meeting· Jil Micole Leeinferred, not statedsource ↗
- decisioncrash-course-video-variations2026-08-1366d ago
Three video variations for the crash course shoot: one Chemistry-specific, one generic crash course, and one for the post-EOY October/November period.
liang bing wang suggested the third cover post-EOY (mid-Oct to end Nov), when students get results back and demand surges, since it can't be filmed in time later. Owen to feature in the Chemistry videos.
Meeting· liang bing wangsource ↗
- decisioneoy-crash-course-sept2026-08-1366d ago
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'.
liang bing wang: Sec 2s will sit in buffer slots and be converted to Sec 3 syllabus after about a month; Sec 3s to be promoted to Sec 4 around October. Not touching Sec 1. Last year's September crash course drew 23 students with only a week of marketing.
Meeting· liang bing wangsource ↗
- decisiongroup-pricing-crash-course2026-08-1366d ago
Group pricing / bring-a-friend discount for the crash course left open — client to decide and send the breakdown.
Jil Micole Lee argued a student would be nervous paying $45 to attend alone. Joe: "maybe that could be a group pricing... possible." liang bing wang: "We haven't thought of that."
Meeting· Joesource ↗
- decisionseptember-content-scope2026-08-1366d ago
September content is restricted strictly to the crash course campaign.
Meetingsource ↗
- riskstatic-ad-assets2026-08-1366d ago
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.
Jil Micole Lee wants statics to complement video and to explore 'gentle'/poster-style variations.
Meeting· Jil Micole Leeinferred, not statedsource ↗
- commitmentseptember-shoot2026-08-1366d ago
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.
Ads must be live by around 24 August for the 7–11 Sept course. Jil Micole Lee to check Nigel and Rayne's availability; client to confirm Owen's and others' availability.
Meeting· Jil Micole Leesource ↗
Meetings
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Log meeting notes
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Facts
only approved facts may anchor a claim“Cam we total have can including combined Cam right we about 50 students already” — liang bing wang
“but last we checked the the churn rate is like 5%. Yeah, it's not very high.” — Joe
“okay second most is EMF MF got about 30” — liang bing wang
“This year we have like 67, right?” — liang bing wang
“Okay, right now we just had two new hires. So, right now we have seven ters.” — liang bing wang
“You're order 26.” — liang bing wang
“our referrals are much much stronger than uh co leads. So it it constitutes about like 80% 80 85” — Joe
“And then on top of that, we're going to give them like a $100 discount if they were to register for the regular lessons by end of the September holidays.” — liang bing wang
“But per student that comes in referred they get $50. So like on the spot they just get 50 $50 cash” — Joe
“um 360 per subject.” — Joe
“the newest one. Yes.” — Joe
“uh, $45 the half price.” — liang bing wang
“Uh, one more 5K.” — liang bing wang
“Higher than 50%. Higher than 50% because right now with the free trial it's already 50% right.” — liang bing wang
“The thing was fantastic, but we also only marketed for a week.” — liang bing wang
“and English and physics combined is less than” — liang bing wang
“I was thinking like okay we now have more tutors we have capacity to also take on like SEC twos” — liang bing wang
“English. But are we are we doubling down on chemistry alone?” — Joe
“but we don't teach JC also so that's the the bottleneck that we have which is we only teach shack three and four” — Joe
“Most likely I want to bring in oven also cuz it's a chemistry thing.” — liang bing wang
“There there are two specific topics that we would like to target. Uh okay. One one of concept this one and then the other one is chemical bonding.” — liang bing wang
“so from the 7th to 11th September we're going to run this uh end of year crash course” — liang bing wang
“we've been collecting data on you know when they churn and all that but we haven't on for two years yet. So the LTV we are not too sure because the lifespan we haven't like measured fully. Yeah. But when we do calculations normally we just use a conservative like 10 months to calculate.” — liang bing wang
“probably in December. Uh we are also closed in December. That's could be partially the reason why but most of them will just come in January.” — liang bing wang
“uh, structure number one. So structure is the very first thing you structure your thoughts and then second how to generate points. Yeah. So there are frameworks for that.” — Joe
“as an industry usually they say that January is weak but for us our January was pretty strong this year.” — Joe
“the the hottest month for us so far has been uh term two which is between March to March to A March, April. March, April, May.” — Joe
“So usually it's before 3. Yes.” — liang bing wang
“And then for the secrees is we just want to capture them. Then we'll promote them to sec four in Octoberish.” — liang bing wang
“So, this this Monday starts from Monday, Tuesday, Wednesday, Thursday. So currently we only I only plan for the sector three so far but the sectors can go into the buffer slots.” — liang bing wang
“No, you stopped last you stopped end of last year.” — Joe
“so like at the start of the year, we did a different referral program. It was just pure cash, but then I think the the effect is not as strong. So we decided to just like add in our iPhone and then take away the cash.” — liang bing wang
“Average average.” — liang bing wang
“I think this current style is good. I think for the brand we should because we're trying to promote like Gen Z, right? And because of that, I think we should continue with the Gen Z style content.” — liang bing wang
Documents
drafted by the system, edited by people — then the edits are read back into the recordNothing yet. Drafting is instant and free — agreement, invoice and deck from the client record, with [AM: …] markers where a human must fill in what the system must not invent.