As mentioned previously, you’ll want to organize and develop multiple ad sales events, track and report financial progress of ad sales and establish a method of providing advertisement receipts to customers who purchase ads.
Here are some sales resources that should also be created and kept in special folders or a soft-sided briefcase for use when selling advertising space:
COVER LETTER—to be used when explaining to potential advertising purchasers what options are available. Remember that it should be personalized based on the audience you’re selling to. For instance, the letter that is sent home to parents making them aware of the opportunity to purchase a recognition ad for their son or daughter is obviously very different from the cover letter that accompanies advertising requests to local businesses, club sponsors, etc.
RATE CARD(S)—to be used to explain advertising rates and other critical information advertisers need to know such as deadlines, ad guidelines and digital guidelines.
LAST YEAR’S YEARBOOK—to help either remind advertisers what their ad looked like last year or prompt ideas from other businesses on how they’d like to represent their message in this year’s yearbook.
SAMPLE ADS—it’s always helpful to see other ideas as a start in creating your own. Use sample ads you’ve created over time to make it as easy as possible for purchasers to decide what they’d like their advertisement to include.
YEARBOOK SPECIFICATIONS—make sure potential advertisers understand the content of other parts of the yearbook and can visualize where their ad will be placed
SKETCH PAD—that can be used to brainstorm and illustrate some basic design concepts so the advertisement can be designed accordingly.
AGREEMENT FORMS (INCLUDING SALES RECEIPTS)—to formalize the sales transaction for both parties so you can plan on the purchaser’s advertisement as a part of the yearbook and the advertiser has a confirmation of their purchase for accounting purposes.
As you gain more hands-on experience in selling advertisements, you can modify your approach based on what works best for your situation.
Now that you’ve collected plenty of ideas on how to get organized, plan and conduct yearbook sales campaigns and advertising, you’re ready to prioritize your thoughts and put your own game plan to work. Remember to enlist the help of others and have fun with such an important and rewarding opportunity!
Ad sales suggestion:
Consider publishing your ad rates at a higher price and then offer all buyers a special discount or coupon of savings with an expiration date. Your goal to the public should be to sell as many small ads as possible along with a yearbook. The goal should be increased coverage. Buyers who want a full page ad will tell you, but many students and parents may not have the funds for a full page. If you take a business card size ad and a yearbook and package it together, you may create an attractive package for a parent for under $100.