If you wish to raise additional revenue for your yearbook, you may wish to consider offering advertisement space to businesses and recognition space to clubs and families. It is amazing the amount of revenue you can raise from one page in your yearbook. Many schools offer space to families, club sponsors, businesses, homeroom teachers, students, etc.
Developing an advertising program for your yearbook can be easy if you have a plan. The one key to remember about developing an advertisement program is that you must sell your yearbook page for at least two or three times your cost for the page. I know this may sound basic, but many staffs fail to follow this advice.
The first step in developing an advertising program is to identify your audience. You have seven distinct buyers: Local businesses, school vendors, families, students, club sponsors, teachers, and coaches. How you pursue each audience may be different. Here are some ideas to consider:
Local Businesses: These businesses are local businesses near the school or in the district. These businesses usually include insurance companies, banks or financial institutions, restaurants, real estate agents, mechanic shops, car dealers, and fast food establishments.
School Vendors: These businesses are on the school vendor list and do some sort of business with the school/district. Your purchasing office should have a list of contacts and their addresses.
Families: These buyers want to recognize their children for their accomplishments throughout their school years. Many photos will probably accompany their ad, as well as words of praise.
Students: These buyers want to recognize their friendships on campus. Many photos will probably accompany their ad, as well as words of celebration.
Club Sponsors: These buyers want to recognize their club officers or overall organization. Some photos will probably accompany the ad, as well as words of appreciation.
Teachers: These buyers want to recognize a fellow colleague’s retirement or accomplishments. Some photos will probably accompany the, ad as well as words of congratulations.
Coaches: These buyers want to recognize their teams or team captains for their accomplishments. Some photos will probably accompany the ad, as well as words of encouragement.
As you can see, you have quite a few audiences of buyers. As you develop a plan of communication, make sure to clearly state your offer to each buyer, and include a rate card for the cost of an advertisement and a yearbook. Consider developing a rate card/brochure for all prices, as well as three to five basic layout designs for all ads. This will help your buyers make a better decision. Also consider offering discount coupons with expiration dates to all buyers during your sales campaign. This may be the driving force to help some people purchase ad space. Remember, everyone loves a sale.
Survival Tip:
When you develop an ad program, you need to create a sales kit for all your staffers. This sales kit should include the following:
• Cover Letter
• Rate Card
• Deadline Chart
• Business Cards
• Yearbook Specs
• Last Year’s Book
• Sample Ads of All Types
• Sketch Pad
• Ad Guidelines
• Digital Guidelines
• Sales Brochure
• Agreement Form
Keep all these materials in a folder or soft-sided briefcase for use by staffers and have it refilled daily after use.
YearbookLife offers some yearbook marketing tools that can help you with your yearbook sales. Contact us for more information.