When developing a sales campaign, we recommend a goal of launching up to 3 sales campaigns for the year. Each campaign should have a pre-planning stage, a sales time frame, and a closing stage. Please plan out your sales accordingly and have all the material needed. Here is a game-plan most schools use:
- 3 weeks before – have announcements written, posters go up, order materials needed for yearbook sales from your publishing company. Consider developing a reader survey to generate interest
- 2 weeks before – have announcements written, posters go up, order materials needed for yearbook sales from your publishing company. Consider developing a reader survey to generate interest
- 1 week before – Promote Sales campaign happening next week…send letters home and post info on school marquee. Have announcements begin!!!
- Sales Week – Execute the sales campaign and have some type of contest. Consider a battle of the classes. Promote the last chance to buy at current price.
- Week after Sales – Collect all funds and input buyers into a tracking system or spreadsheet software. Also make deposit with book keeper if not done so.
In developing multiple campaigns, make sure to spread them apart and price the yearbook at different rates during each campaign. Here is a time template to consider:
- CAMPAIGN # 1 will occur week of: ___/___/___ to ___/___/___
- Sales Price of Yearbook will be $____________
- ALLOW A MINIMUM OF ONE MONTH TO PASS
- CAMPAIGN # 2 will occur week of: ___/___/___ to ___/___/___
- Sales Price of Yearbook will be $____________
- ALLOW A MINIMUM OF ONE MONTH TO PASS
- CAMPAIGN # 3 will occur week of: ___/___/___ to ___/___/___
- Sales Price of Yearbook will be $____________
Consider the following tips:
- Gradually increase the cost of the yearbook for each sale campaign
- Hold sales campaigns on the 1st or 15th of the month
- Create special packages for buyers that can include options like name stamping or an ad space along with the price of a yearbook.
- Consider adding options to all your offerings…this can increase sales!!!
- Develop a system to track & report sales as well as balances due by buyers
- Consider offering a payment plan for students who cannot afford to pay for a yearbook at one time. Make sure you stress a non-refundable deposit.
- Consider offering families with multiple children at you school a discount for a second or third yearbook
- Tie in gift certificates/gift cards during the holidays…
- Review when final copy counts are due to your publisher
- Consider using sales letters in both English & Spanish
- Make sure to offer Parent or Senior Ads during some of the sale campaigns
- Use your school website as a sales tool by posting prices and deadlines for sales
It’s important to know that public relations & marketing are critical in getting the word out about yearbook sales.
Consider the following ideas:
- Make sure to have a definite beginning and ending to the campaign. Do not leave it open ended where people can come in any time.
- Attend all parent functions in the district at all campuses & announce sale of yearbooks.
- Consider leaving a yearbook sales brochure/flyer at all campuses in the district
- Consider leaving a flyer at the front office and attendance office of your school so all visitors know about your sale.
- Print an ad in all sport/event programs
- Use the school phone-calling system to announce sale of yearbooks
- Use the school website to announce sale of yearbooks
- Use the school marquee to announce sale of yearbooks