Marketing your Yearbook: Extra effort = increased sales

Marketing is a multifaceted effort. From publicizing book and ad sales to promoting the yearbook program, it all leads to one goal: getting your book into more hands.

TAKE IT SERIOUSLY!

Select a staff member (or members) to be the Yearbook Sales Manager. The person selected needs to be responsible and personable. Using the guidelines outlined on pages 13 & 14 of the Yearbook Paybook, the Yearbook Sales Manager will get the message out about the yearbook. It will be his or her job to delegate, delegate, delegate then follow up on assignments.
Every editor and staff member is a part of the Yearbook Sales Team.

GET A HEAD START

■ Use your school’s summer mailing to jumpstart your sales campaign by including
a colorful yearbook promotion piece in the envelope.
■ Visit with the district or school web master to see if yearbook photos can be
displayed on the school/district website during the summer. Make sure to include
early sales information.
■ Have order forms and yearbook info for new students in all guidance packets.
■ Use your district’s phone message center to call homes during the summer or right
before school starts with info on the Balfour.com website.
■ At the end of the year, visit the middle school and pass out discounts for early buyers.
■ At distribution in the spring, place an early discount order form in every yearbook.
■ Create a package for seniors that includes an ad and a book.

GO TO THE PRINCIPAL

Get the administration to buy into your program by doing some of the following:
■ Meet with principal during the summer. Share your theme and give him/her a staff
shirt.
■ Frame photos for his/her office.
■ Create brochures.
■ Show him/her proofs of beautiful pages. (This is not prior review. This is engaging.)
■ Write him/her thank you notes whenever he/she uses school budget to buy the yearbook things.
■ Frame a staff photo at a conference or camp.
■ Invite him/her to go on trips with you to journalism conventions.
■ Give office secretaries staff shirts.

MAKE YOUR MARK

■ Fill a showcase with photos; change them regular intervals.
■ Create staff T-shirts & wear them on designated days.
■ Announce all recognition. Include being showcased in Yearbook Yearbook.
■ Set up a table at the homecoming game with old yearbooks for the public to
peruse. Do the same at open house.
■ Create a showcase of equivalents. How many pizzas equals a yearbook? Stack boxes. How many Teen Vogue and/or ESPN magazines equals a yearbook? How much of a pair of jeans equals a yearbook? Cut off a portion of one leg. How about a pair of tennis shoes? Cut them up. You get the idea. Be creative.

MAXIMIZE COVERAGE

■ Make the yearbook room the center of activity in the school.
■ Create an area near the yearbook room that displays the most current index.
■ Also, create as much buzz as possible by having your staff out in the halls collecting
quotes, photos and stories.
■ Assign newer photographers to freshman and JV games. Also, assign staff members beats: sports, classes, clubs, etc.
■ Mount your best photos and place them in the front office, guidance office and library.
Display all awards, certificates and info about the staff.
■ Use your broadcasts and websites to alert the school to picture day, sales weeks, etc.