Advertising is one of the easiest ways to boost the yearbook budget. But you may be overlooking some obvious prospects. Increase your revenue with group ads.
Senior or baby ads are a recognized tradition in scholastic yearbooks. But they’re not the only option. Consider starting a new tradition in your school by adding club and sports advertising.
The Maclay School features numerous groups ads in their advertising section, including these for the National Art Honor Society, the Maclay Community Service Club and basketball seniors. In addition, the junior class purchased an ad, honoring the senior class.
The benefits are two-fold for this latest type of advertising. First, it’s a new revenue stream that can boost your budget and improve the bottom line. The extra income could help you stay in the black or create opportunities for travel, technology or book upgrades. Second, it’s an opportunity for clubs and teams to honor their graduating seniors. A bonus perk is the extra space will please these groups, potentially establishing a stronger relationship and good will for years to come.
The Miami Palmetto High School yearbook staff mixes their senior ads, business ads and groups ads together. In 2019, the book featured sports group ads recognizing eight lacrosse seniors and the volleyball team’s district championship.
A good starting place is the sports booster clubs. They already raise funds for their respective sports team and may have more financial flexibility to participate during an inaugural year of group ads. While sports teams tend to have a senior night to honor athletes, the yearbook is a way to make that celebration permanent.
Similarly, club advertising can also recognize achievements and honors. Every year, Vandegrift High School’s band and colorguard honors their seniors with a full-page ad. In addition to photos, the ad includes the awards the groups received during the last four years.
The Veteran always features an ad for the Vandegrift High School band and colorguard graduating members.
Another twist on the group ad phenomenon is to open the opportunity to more than seniors. Cypress Creek High School offered ads to any club wishing for more space in the yearbook. When their adviser Samantha Berry moved to a new school, she knew that ad strategy was a smart one to keep in place. Without seniors the first two years, the Bridgeland yearbook would need another revenue source. The theatre department and dance team took advantage of the offer, purchasing double-page spreads. This same strategy would be advantageous in middle schools where baby ads are not always as popular.
Without seniors to buy senior ads, Bridgeland High School included advertising from groups. This double-page theatre ad still retains yearbook-like elements, thanks to the Kodiak staff incorporating their theme and graphic look into the ad design.
Advertising is one of the fastest ways to make money for your yearbook. Don’t overlook prospective buyers in your clubs and sports. The ads will boost revenue and good will with the groups. That’s a win-win.
