Day 9: Finances MODULE 21: FINANCES

PLAN gives direction to a yearbook staff’s efforts. A GOOD PLACE TO START IS A MISSION STATEMENT. THE MARKETING PLAN COMBINES EDITORIAL AND BUSINESS ASPECTS OF YEARBOOK PRODUCTION. THE BUDGET SETS OUT REALISTIC EXPECTATIONS FOR EXPENSES AND INCOME. Finances

Estimates of all expected operating EXPENSES must be part of the budget. ESTIMATING EXPENSES BEGINS WITH THE FIGURES FROM LAST YEAR. PRINTING IS THE BIGGEST EXPENSE IN A YEARBOOK BUDGET. THE EXPENSE OF SPECIAL EFFECTS AND MATERIALS MUST ALSO BE CONSIDERED. OTHER EXPENSES BECOME FACTORS. Finances

figures must meet or exceed the expenses. Projected ______ figures must meet or exceed the expenses. EFFECTIVE SALES AND MARKETING CAMPAIGNS GENERATE MOST OF THE INCOME. FUND-RAISERS OFFER ANOTHER OPTION FOR MORE INCOME. Finances

Expenses of Special Effects: _________– include special materials, foil, grain, and embossing/debossing, varnish, quarterbound, customized metaline, tip-ons, die cut, padded cover, protective covers and personalization. Endsheet extras – include process colour, die cut, foil, fold out, and short trim. ______________– include metallic links, duotones, tip ins, special papers, varnish, uv coating, autograph pages and photo holders. Colour Pages – 8 pages of colour cost $1000 Other expenses: Photography – cameras and other equipment, supplies, processing costs, scanner. Technology - equipment, supplies and software. ___________– materials, postage and telephone, office supplies. Staff Enrichment – incentives, rewards, field trips, workshops, conventions, scholarships.

Planning a marketing campaign starts with listening to CUSTOMERS. RESEARCH REVEALS WHAT THE MARKET WANTS AND NEEDS. THE NEXT STEP IS APPLYING THE RESEARCH FINDINGS. EFFECTIVE MARKETING INCLUDES OVERCOMING OBJECTIONS TO BUYING THE PRODUCT. Yearbook Campaign

Day 9: Focus Topics: Finances Yearbook Campaign Advertising Distribution

Day 9: Yearbook Campaign MODULE 22: YEARBOOK CAMPAIGN

Planning a marketing campaign starts with listening to _____________. RESEARCH REVEALS WHAT THE MARKET WANTS AND NEEDS. THE NEXT STEP IS APPLYING THE RESEARCH FINDINGS. EFFECTIVE MARKETING INCLUDES OVERCOMING OBJECTIONS TO BUYING THE PRODUCT. Yearbook Campaign

____________ strategies let the customers know they will get what they want. THE BASIC CHALLENGE IS COMMUNICATING FEATURES AND BENEFITS TO POTENTIAL CUSTOMERS. STRATEGIC MARKETING MEANS MATCHING TACTICS WITH THE NEEDS AND DEMOGRAPHICS OF CUSTOMERS. Yearbook Campaign

___________ the product before delivery maximizes sales. CREATING THE NEED TO BUY AT DIFFERENT TIMES OF THE YEAR LEADS TO STRONGER SALES. ALL POTENTIAL BUYERS IN THE SCHOOL COMMUNITY SHOULD BE CONSIDERED. THE SEARCH FOR POTENTIAL BUYERS EXTENDS BEYOND THE SCHOOL. DOCUMENTING SALES AND KEEPING COMPLETE, ACCURATE RECORDS IS CRITICAL. Yearbook Campaign

Advertising MODULE 23: ADVERTISING

Organizing an advertising __________ leads to success. COORDINATING THE EFFORTS OF THE SALES STAFF IN ADVANCE PAYS OFF. AN ADVERTISING SALES KIT ORGANIZES IMPORTANT INFORMATION FOR SALES STAFF. Advertising

ads comes from an informed, businesslike approach. Success in _______ ads comes from an informed, businesslike approach. THE SALES CALL BEGINS WITH PERSONAL CONTACT. THE FOLLOW-UP TO THE SALES CALL IS ALSO IMPORTANT. Advertising

Creative ad DESIGN interests readers and satisfies advertisers. THE DESIGN CLEARLY COMMUNICATES THE MESSAGE OF A BUSINESS AD. OTHER TYPES OF ADS PRESENT DIFFERENT MESSAGES. Advertising

Advertising INTERESTING READING: Feature coverage increases readership of advertising spreads.

Advertising COLORFUL: Full-color is popular with many business advertisers.

Advertising CONTENT MODULE: Adding coverage to the advertising section doesn’t require a lot of space.

Advertising SPACE FOR SALE: Groups with special content needs often purchase advertising space.

Advertising SPACE FOR SALE: Groups with special content needs often purchase advertising space.

Advertising CONSISTENCY: Colorful borders add consistency and label the personal ad blocks.

Day 9: Distribution MODULE 24: DISTRIBUTION

With careful PLANNING, distribution runs smoothly. RECORDS MUST BE IN ORDER TO AVOID CONFUSION. KEEPING TRACK OF THE BOOKS THEMSELVES IS IMPORTANT. THE SETUP SHOULD MAKE IT EASY FOR CUSTOMERS. With careful PLANNING, distribution runs smoothly. Distribution

Turning yearbook distribution into an ________builds excitement about the product. PLANNING THE EVENT LIKE A PARTY MAKES IT FUN FOR STAFF AND CUSTOMERS. SPREADING THE NEWS ABOUT THE DISTRIBUTION HYPES THE EVENT. THE EVENT COULD ALSO BE A FUND-RAISER FOR THE YEARBOOK STAFF. Distribution

Distribution provides an opportunity to ____________the efforts of the yearbook staff. WATCHING THE REACTION OF SATISFIED ______________IS REWARDING FOR STAFF MEMBERS. YEARBOOK SHIRTS OR HATS MAKE IT EASY TO IDENTIFY STAFF MEMBERS. ACCOLADES TO THE STAFF COULD COME FROM A VARIETY OF ACTIVITIES. RECRUITMENT MIGHT BE AN ADDED BENEFIT. Distribution