# BRIEF KHACH HANG — EDUCATION (TRUNG TAM / TRUONG / DAY HOC)

> **Variant chuyen biet cho:** Trung tam tieng Anh, Trung tam ky nang, Day nghe, Mam non/Mau giao, Truong tu thuc, Trung tam luyen thi, Day kem nhom.
>
> **Khong phu hop voi:** Khoa hoc online (dung `16-online-course.md`).

---

## HUONG DAN
- Thoi gian: **40-50 phut**
- Gui kem: hinh truong/lop, doi ngu giao vien, ket qua hoc sinh, chung chi
- **Doi tuong quyet dinh thuong la PHU HUYNH** (B2B2C) — nho chu y phan persona

**Ngay phat brief:** ........./........./..........

---

## PHAN A — THONG TIN DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten trung tam/truong | |
| Tagline | |
| Loai hinh | □ Trung tam tieng Anh □ Toan/Ly/Hoa □ Ky nang □ Day nghe □ Mam non □ Mau giao □ Tieu hoc □ THCS/THPT □ Luyen thi DH □ IELTS/SAT/TOEFL |
| Dia chi | |
| So chi nhanh | |
| Nam thanh lap | |
| Capacity | ............ hoc vien/ca |
| So lop tap | |
| Web | |
| Fanpage | |

### A2. Giay phep & Chung nhan
| Loai | So |
|------|----|
| Giay phep hoat dong giao duc (So GD-DT) | |
| Chung nhan ISO/Cambridge/IH (neu co) | |
| Giay phep MoH (mam non) | |

### A3. Doi ngu giao vien
| Vi tri | So luong | Bang cap | Co GV nuoc ngoai? |
|--------|---------|----------|------------------|
| Hieu truong/Truong khoa | | | |
| GV chinh thuc | | | |
| GV thinh giang | | | |
| Tro giang | | | |
| GV bay ngu (neu co) | | | □ Co □ Khong |

### A4. Cau chuyen thuong hieu
> *Trien ngon nho khoa cua trung tam? Phuong phap doc dao?*

```
[Dien]
```

### A5. Triet ly giao duc
| Cam ket | Mo ta |
|---------|-------|
| Phuong phap | |
| Si so lop | |
| Theo doi tien do | |
| Cam ket dau ra | |

---

## PHAN B — KHOA HOC & GOI

### B1. Phan khuc
- [ ] Pho thong (hoc phi duoi 2tr/khoa)
- [ ] Trung cap (2-5tr/khoa)
- [ ] Cao cap (5-15tr/khoa)
- [ ] Premium (15tr+/khoa)

### B2. Cac khoa hoc
| Khoa | Doi tuong | Thoi luong | Hoc phi | Cam ket dau ra | Chu luc? |
|------|----------|-----------|---------|---------------|---------|
| | | | | | |
| | | | | | |
| | | | | | |
| | | | | | |
| | | | | | |
| | | | | | |

### B3. Goi/Combo dac biet
| Goi | Khoa hoc | Gia goc | Gia uu dai | Han |
|-----|---------|---------|-----------|-----|
| | | | | |
| | | | | |

### B4. Phuong phap day
- [ ] Cambridge/Oxford curriculum
- [ ] Phuong phap rieng cua trung tam
- [ ] Theo SGK Bo GD
- [ ] CLIL (Content + Language)
- [ ] Khac: ............

### B5. Si so lop
- Lop nho: ............ hoc vien
- Lop trung: ............
- Lop lon: ............
- 1-1 PT: □ Co □ Khong

### B6. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG (PHU HUYNH + HOC VIEN)

### C1. Doi tuong hoc vien
- [ ] Mam non 2-5
- [ ] Mau giao 5-6
- [ ] Tieu hoc 6-11
- [ ] THCS 12-15
- [ ] THPT 15-18
- [ ] Sinh vien 18-22
- [ ] Nguoi di lam 22-35
- [ ] Trung nien hoc them 35+

### C2. Doi tuong quyet dinh (NGUOI TRA TIEN)
- [ ] **Phu huynh me 30-45** (chu yeu)
- [ ] **Phu huynh bo 30-50**
- [ ] **Hoc vien tu quyet dinh** (sinh vien/nguoi di lam)
- [ ] **Cong ty cu di hoc** (B2B corporate)

### C3. Thu nhap phu huynh
- [ ] Duoi 15tr/thang gia dinh
- [ ] 15-30tr/thang
- [ ] 30-50tr/thang
- [ ] 50-100tr/thang
- [ ] Tren 100tr/thang

### C4. Ly do hoc
> *Day la INSIGHT QUAN TRONG NHAT cho education.*

- [ ] **Du thi** (DH, IELTS, SAT, TOEFL...)
- [ ] **Du hoc** chuan bi
- [ ] **Tang nang luc lam viec**
- [ ] **Theo trao luu** (con ban hoc, FOMO)
- [ ] **Bu lap kien thuc** thieu/yeu
- [ ] **Phat trien toan dien** (ky nang mem)
- [ ] **Cha me khong day duoc** (con ngo nghich)
- [ ] **Day tre theo phong cach quoc te**

### C5. Persona — Phu huynh ly tuong
> *VD: "Chi Huong, 38 tuoi, ke toan, co 2 con (5 va 8 tuoi), thu nhap gia dinh 35tr/thang, song quan A, tin tuong vao giao duc, chon trung tam dua tren review me khac + reputation, ngan sach hoc cho con 5tr/khoa, khong tiec tien neu chat luong tot..."*

```
[Dien]
```

### C6. Persona — Hoc vien (neu tu quyet dinh)
```
[Dien neu khac voi C5]
```

### C7. Hanh trinh phu huynh quyet dinh
| Buoc | Phu huynh lam gi |
|------|-----------------|
| 1. Trigger | (Con yeu mon, sap thi, su kien doc trong sach...) |
| 2. Tim hieu | (Hoi me khac, group facebook, search Google) |
| 3. So sanh | (3-5 trung tam, gia, danh tieng, lich) |
| 4. Demo class / Tu van | (Cuc quan trong) |
| 5. Quyet dinh | (Cha + Me deu phai dong y) |
| 6. Theo doi con hoc | |
| 7. Quyet dinh tiep tuc/khong | |

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep
| Ten | Loai | Hoc phi | Diem manh | Diem yeu |
|-----|------|---------|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Doi thu lon canh tranh
| Ten | Tai sao ho manh | Lam the nao trung tam canh tranh |
|-----|-----------------|------------------------------|
| | | |
| | | |

### D3. Trung tam muon duoc nho den nhu the nao?
> *VD: "Trung tam IELTS gan nha, gia tot, GV ban xu" / "Mam non Tieng Anh tu 2 tuoi"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Quoc te / Premium** (GV nuoc ngoai, curriculum quoc te)
- [ ] **Local trust** (gan nha, cha me an tam)
- [ ] **Specialist** (chi 1 mon, gioi nhat)
- [ ] **Affordable quality** (gia tot voi chat luong cao)
- [ ] **Diem cao guarantee** (luyen thi)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Khai truong chi nhanh moi
- [ ] Push khoa moi (mua tuyen sinh: thang 5-8)
- [ ] Tang lop hieu suat thap
- [ ] Day re-enroll cuoi khoa
- [ ] Mo rong doi tuong (them mam non, them luyen thi...)
- [ ] Build authority (toi uu duong dai)

### E2. Mua tuyen sinh chinh
> *Education co tinh chu ky cao theo nam hoc.*

| Mua | Doi tuong | Cap do quan trong (1-5) |
|-----|----------|----------------------|
| Thang 5-7 (he) | Camp he, on tap | |
| Thang 8-9 (vao nam hoc) | Tat ca | |
| Thang 1-2 (Tet) | Khai giang khoa moi | |
| Thang 3-4 (luyen thi) | Lop 9, 12 | |
| Quanh nam | Lop dai han | |

### E3. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| So lead/inquiry | ............ /thang |
| So demo class booking | ............ |
| Ti le demo → enroll | ............ % |
| So enrollment moi | ............ |
| AOV (gia tri khoa hoc trung binh) | ............ |
| Doanh thu thang | ............ |
| Renewal rate | ............ % |
| ROAS | ............ x |

### E4. KPI mua tuyen sinh peak
- Tong enrollment mua peak: ............
- Doanh thu mua peak: ............ trieu

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing thang
- [ ] Duoi 20tr (peak: 40tr)
- [ ] 20-50tr (peak: 100tr)
- [ ] 50-150tr (peak: 300tr)
- [ ] Tren 150tr (peak: 500tr+)

### F2. Phan bo
| Hang muc | % | Can tu van |
|---------|---|----------|
| Performance Ads (Meta + TikTok + Google) | | □ |
| Demo class / Workshop mien phi | | □ |
| KOC me bim, KOC giao vien | | □ |
| Photoshoot lop hoc + giao vien | | □ |
| Local SEO + Google Business | | □ |
| Email + Zalo nurture phu huynh | | □ |
| Referral program (me gioi thieu me) | | □ |
| Bao chi giao duc (PR) | | □ |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Mua tuyen sinh peak bat dau | |
| Open Day | |
| Khai giang khoa moi | |
| Ket thuc uu dai | |

---

## PHAN G — NGUON LUC

### G1. Doi ngu Marketing
| Vi tri | Co? | So luong |
|--------|-----|---------|
| Ads | □ Co □ Khong | |
| Content viet bai blog SEO | □ Co □ Khong | |
| Designer | □ Co □ Khong | |
| Quay video lop hoc | □ Co □ Khong | |
| Telesale tu van phu huynh | □ Co □ Khong | |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand | □ Co □ Khong |
| Hinh anh lop hoc/giao vien chuyen nghiep | □ Co □ Khong |
| Video gioi thieu | □ Co □ Khong |
| Brochure + bang gia thiet ke chuyen nghiep | □ Co □ Khong |
| Standee/POSM | □ Co □ Khong |
| Phong demo class chuyen nghiep | □ Co □ Khong |

### G3. Giao vien co lam content khong?
- [ ] Co — Head Teacher / Manager san sang
- [ ] Co — 1-2 GV san sang
- [ ] Khong — can dao tao
- [ ] Khong — GV nuoc ngoai chi noi tieng Anh — co the lam content tieng Anh tot

### G4. Phu huynh/hoc vien co quay testimonial?
- [ ] Co he thong thu thap testimonial
- [ ] Co testimonial van ban (signed)
- [ ] Co video testimonial cua hoc vien va phu huynh
- [ ] Chua co — can xay dung

### G5. Co ket qua hoc vien noi bat khong?
> *VD: Hoc vien dat IELTS 8.0, vao DH top, du hoc...*

- [ ] Co rat nhieu — chua he thong hoa
- [ ] Co it
- [ ] Chua co (trung tam moi)

---

## PHAN H — TAI SAN SO

### H1. Kenh hien co
| Kenh | Co? | Link | Follow |
|------|-----|------|--------|
| Facebook Fanpage | □ Co □ Chua | | |
| Instagram | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| YouTube (video bai giang/tip) | □ Co □ Chua | | |
| Zalo OA | □ Co □ Chua | | |
| Website | □ Co □ Chua | | |
| Google Business | □ Co □ Chua | | rating: |
| Group phu huynh | □ Co □ Chua | | |
| LMS/App rieng | □ Co □ Chua | | |

### H2. Web/App
- [ ] Co web hoan chinh: ............
- [ ] Co LMS rieng (hoc online ket hop)
- [ ] Co app phu huynh theo doi con
- [ ] Chua co — can build

**Yeu cau Web cho Education:**
- [ ] Form dang ky demo class
- [ ] Hien thi GV + bang cap
- [ ] Hien thi ket qua hoc vien
- [ ] Bang gia minh bach
- [ ] Trang giao vien chuyen biet (SEO branding)
- [ ] Blog kien thuc giao duc

### H3. Database
- So phu huynh hien co: ............
- Hoc vien dang hoc: ............
- Cuu hoc vien: ............
- Email database: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Chuyen nghiep / Trust** (uy tin, kinh nghiem)
- [ ] **Friendly / Warm** (mam non, tieu hoc)
- [ ] **Tre trung / Energetic** (THPT, sinh vien)
- [ ] **Premium / International**
- [ ] **Inspiring / Transformational**
- [ ] **Khoa hoc / Evidence-based**

### I2. Brand cam hung
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam
- [ ] Khong cam ket diem so/ket qua thi cu the (Bo GD cam)
- [ ] Khong dong thoi gian thi (VD: "100% do DH")
- [ ] Khong dung anh tre em chua xin phep phu huynh
- [ ] Khong noi xau ngoi truong/trung tam khac
- [ ] Khong dung GV chua co bang cap chinh thuc

### I4. Compliance giao duc
- [ ] Co kiem duyet noi dung quang cao tu Truong khoa
- [ ] Tat ca testimonial deu signed
- [ ] Bao mat thong tin hoc vien
- [ ] Tuan thu Luat Quang cao Giao duc

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar 12 thang (chu ky tuyen sinh)
- [ ] Performance Plan theo mua peak
- [ ] SEO blog plan (tap trung Google search intent)

### J2. Creative
- [ ] Photoshoot lop hoc + GV (50+ hinh)
- [ ] Video gioi thieu trung tam
- [ ] Series video GV gioi thieu phuong phap
- [ ] Series video hoc vien chia se
- [ ] Series video tip hoc cho phu huynh
- [ ] Brochure + bang gia thiet ke
- [ ] Standee/POSM
- [ ] Bo bai blog SEO 30+ bai

### J3. Van hanh
- [ ] Setup + chay Meta Ads
- [ ] Setup + chay TikTok Ads
- [ ] Setup + chay Google Ads (search intent)
- [ ] Booking 5-10 KOC me bim/giao duc
- [ ] To chuc Open Day / Free workshop
- [ ] Setup Google Business + review
- [ ] Setup Zalo OA + bot tu van phu huynh
- [ ] Referral program (me gioi thieu me)

### J4. Hop tac
- [ ] Project (mua tuyen sinh peak)
- [ ] Retainer 12 thang (full chu ky nam hoc)

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo + brand
- [ ] Hinh lop + GV
- [ ] Giay phep hoat dong
- [ ] CV GV (bang cap)
- [ ] Bang gia khoa hoc
- [ ] Testimonial signed
- [ ] Ket qua hoc vien noi bat (signed)
- [ ] Curriculum/syllabus

### K2. Cau hoi cho agency
```
[Dien]
```

### K3. Thong tin khac
> *VD: Hop tac voi truong cong, gioi thieu MoH, mo rong cap mam non...*

```
[Dien]
```

---

## XAC NHAN

**Nguoi dien:** ............................
**Chuc vu:** ............................
**Hieu truong xac nhan:** ............................

**Cam ket:**
- [ ] Da dien day du
- [ ] Thong tin GV va ket qua hoc vien chinh xac
- [ ] Dong y agency dung thong tin
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

---

## NEXT STEPS

1. 24h: Review brief
2. 48h: Hop voi Hieu truong + Truong khoa
3. 5-7 ngay: Plan v1
4. 7-10 ngay: Plan v2 (qua duyet GV)
5. 10-14 ngay: San xuat content
6. Launch (truoc mua peak 1 thang)

---

**Team Marketing — Agency**
