If you wish to raise additional revenue for your yearbook, you may wish to consider offering advertisement space to businesses and recognition space to students, 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 that includes:
- Identifying your potential audience for purchasing advertising space
- Determining ad sizes, guidelines, and rates,
- Creating effective ad sales campaigns, including collection methods.
Identifying Your Potential Audience
Before getting started, identify your potential audience for purchasing advertisement space. You have several distinct buyers: local businesses, school vendors, families, students, club sponsors, teachers, and coaches to name a few. How you pursue each audience may be different.
Here are some ideas to get you started:
Local Businesses: These businesses are typically located near the school or in the district. They usually include insurance companies, banks or financial institutions, restaurants, real estate agents, mechanic shops, car dealers, and fast food establishments. Remind these potential advertisers that an ad in a yearbook will be seen for years because yearbooks are saved for a long time.
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 as well. 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 deal.