The Business of Yearbook Now More Than Ever

The Business of Yearbook, Now More Than Ever Scott Geesey Representative, Central & Northern PA Jostens Yearbooks

Scott’s Story • Yearbook representative for 12 years – 1999 – the hardest part of the job was… • Book creation • Book sale – easy part, most students bought one – 2011 – the easiest part of the job is… • Book creation • Book sale – hard part, bad economy, job losses, students want to be “sold”

Who’s Struggling with Book Sales? • Go around the room quickly and share stories…

What do we do? ? ? • “Think out of the box…” – Using a cliché at a journalism conference is not a bright move, Scott…

What do we do? ? ? • “Think out of the box…” – Using a cliché at a journalism conference is not a bright move, Scott… – If what you’re doing isn’t working and you keep doing the same old thing, who’s at fault? The economy? The students? How about… YOU!!!

It’s All About the MARKETING and PROMOTION! • How do you currently sell your book? Go around the room…

The first thing we need to do is recognize the VALUE of the product you’re creating… It’s NOT just a chore!

The next time someone tells you that the yearbook is too expensive or they can’t afford one… REMEMBER THE LIST!!

You have the VALUE, now make the SALE!! Rule One: Don’t underprice your book! How-to’s and ideas…

Start with a budget… • Don’t just “wing it. ” • Create your own budget, or ask your yearbook representative for one. • Don’t paint a “rosy” picture. • Estimate high. • Always make your goal to make MORE $$ than you’ll need to pay your entire bill, not just break even.

You have the VALUE, now make the SALE!! • Create a Yearbook Sales Team – Separate group of students whose main job is to market the book, sell ads, do fundraisers – Yearbook Business Manager, adult or responsible student, to lead the effort – Yearbook Adviser is still in charge – Maybe use business students? Get the business teacher and class to handle your marketing and sales as part of a “real world” project each year

You have the VALUE, now make the SALE!! • Create a Yearbook Sales Team – Sales Team members can work on pages in the yearbook – they do the ad pages! – Create goals for the team and each member – Offer sales incentives to team members for hitting sales goals? • Free yearbook? • Prizes? • Money?

You have the VALUE, now make the SALE!! • Create a Staggered Book Sale through the school year… – Several book offerings through the year – Plan the entire annual sale in advance – Best price is the first offer… • “The regular price for the book at the end of the year will be $60. Our current price of $45 is the best price offered this year. ” – Constantly inform everyone during the various sales stages – you’re ALWAYS Promoting!

You have the VALUE, now make the SALE!! • Use your company’s “pay by mail” program – Parents/students are billed at home – Can pay by check, money order or credit card – Can pay in mail, by phone or online – Money is collected for you and deposited into your yearbook account with your company – Complete sales reports provided to you – A “must have” for yearbook staffs without a sales team – Extra charge for this service?

You have the VALUE, now make the SALE!! • Online book sales – Rapidly becoming popular – Always on, 24/7 – Can use a credit card – No money handling at school – Extra charge from your yearbook company?

You have the VALUE, now make the SALE!! • Email Marketing – Get email addresses from students/parents – Don’t bury people in emails – Include a link to an online sale • Automated Phone Calling System – Get school permission to use – Don’t bury people in phone calls – Keep your message brief and to the point • Texting Students?

You have the VALUE, now make the SALE!! • Social Networking – Facebook, My Space – School-specific channels

You have the VALUE, now make the SALE!! • PERSONAL Marketing… – The yearbook should not be a secret… – Show students that they are in the book, how many times they are in the book, and even a page where they are pictured Would you buy an i. Pod, clothing or ANYTHING without first seeing it? ?

You have the VALUE, now make the SALE!! • Hold a Yearbook Assembly – Hold the assembly early in the school year – Do your book ordering all in one class period – Get students fired up for your book – Ask your yearbook company or company representative to get involved

You have the VALUE, now make the SALE!! • Who else would be interested in buying your yearbook? – Local doctor’s and dentist’s offices – Other local businesses – Local police department – Local public libraries – Alumni – EBay – “Think out of the box, ” who would want one?

You have the VALUE, now make the SALE!! • A New Idea – the 12 Month Yearbook Sale – Old way = very limited sale, only in school, maybe two weeks at a time, start in fall, wrap up by December, stop at company’s ordering deadline. – New way = utilize online sales for the entire school year. – Start with summer online sale, best possible price for “early birds. ” – Continue in fall and winter with different offers online and in-school. – After your company’s ordering deadline, continue book selling through spring online and in-school. – Will your yearbook company cooperate?

You have the VALUE, now make the SALE!! • Build your brand… – Long term view – Build your students a great product – In future years, students will expect another great product from your group and won’t hesitate to buy your book

What about advertising sales? • Business Ads – Usually only done by high schools – More difficult now with school restrictions – But don’t ignore! Local businesses want to support local schools; buying a yearbook ad allows them to do that. – Needs to be well organized – Needs motivated staffers to succeed • Perfect for yearbook sales team • Incentives? ?

What about advertising sales? • Business Ads – Consider an ad sale over the summer when students are more available to travel freely • IDEA – Business Ad Packages – How many people actually read ads in the book? – Package: one set price gets a ad in the book, other mentions in school such as on a large banner or advertising magnet, on school website and elsewhere – Give the business more bang for their buck

What about advertising sales? • Personal ads/PDAs – More popular than in the past – Can be done by ANY school, ANY age group • Ads, one liner messages – Parents/relatives want to honor students – Don’t just limit ads to seniors… • Personal ads for ANY student • Buddy ads – friends buy ads for themselves • Sell to booster clubs, sports teams, etc. – What to charge? • Business rates vs. Less expensive rates

What about fundraisers? • Schools are fundraised to death, right? • Only use high return fundraisers • OR school wide fundraisers – Get the most people involved as possible – Offer: earn a free yearbook plus possible other prizes • Consider using fundraiser companies – They succeed when you succeed – They give you extra assistance – They often offer extra prizes for students to earn • Consider fresh LOCAL fundraising ideas – Work with local restaurants or businesses

Any unique ideas from the group? ?

The bottom lines for yearbook business success… • Take an ACTIVE, CONSTANT approach to sales, not a passive approach – don’t wait for sales to come to you because they rarely will. • Plan your ENTIRE sales campaign, books and ads, well in advance. Never wing it. • There are no “stimulus packages, ” no handouts, no easy solutions, else everyone would do it. • BUT sales is not HARD, it just takes planning and effort. A yearbook with a solid financial surplus is a great reward. • The experience also looks GREAT on a resume or college application!