The BUSINESS of Yearbook. ??? A Rural Success Story ► Small High School, less than 100 per class, no large cities or businesses around them ► Yearbook.

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Presentation transcript:

The BUSINESS of Yearbook

???

A Rural Success Story ► Small High School, less than 100 per class, no large cities or businesses around them ► Yearbook muddled along financially for several years ► Yearbook went into debt over time, using this year’s money to pay last year’s bill ► A change was needed…

A Rural Success Story ► Two new co-advisers began in June ► Recognized the financial problem, immediately tackled the problem ► Over the summer gathered their yearbook staff and made their plans ► A change was started…

A Rural Success Story ► Began efforts in late July ► First problem tackled: selling ads ► Once school year began, tackled other problem: selling books ► A change was made…

A Rural Success Story ► Got staffers plugged in to the problem ► Challenged and motivated staffers, offering incentives for success ► By end of October, around $20,000 was already deposited into their yearbook account from book and ad sales (48 pages) ► A change was accomplished, in just 3 mos.

Where Do You Get the Money for your Yearbook? ► Book sales – the number one source ► Ad Sales – business and personal ads ► Fundraisers ► School money?

What are the TWO Keys to a Good Yearbook?

Organization and Planning If you do this thoroughly with your editorial effort, why not do it with your SALES effort??

Who should handle the sales effort? ► Entire yearbook staff?? Already overworked? OR ► A NEW idea? A REAL WORLD idea??

A Yearbook Business/Sales Team ► Separate Business and Editorial Teams ► Student Yearbook Business Manager ► Use business students? FBLA? ► Looks great on a resume or college app. ► Work on the book? Create the ad section!

Create a Yearbook Budget!! ► Don’t laugh, some folks don’t do this! ► Make a preliminary REAL budget or get one from your yearbook representative ► Aim HIGH for your budget goals  Book sales – how much money?  Business ad sales – how much money?  Personal ad sales – how much money?  Fundraiser(s) – how much money?

Selling Your Yearbooks ► Use a company program  Students order in school, parents pay later by mail, phone or online  Parents have order form mailed home, then pay ► Do your own yearbook sale  Allow students to order with down payment, then pay in full later  Your business team NEVER stops selling!  The table in the cafeteria is EXTINCT!

Selling Business Ads ► Businesses WANT to support their area schools – use this to your advantage! ► Organize and Plan – the key to success! ► Being thorough is a lot of work ► Prime time for selling ads –  Spring yearbooks – SUMMER thru Christmas  Fall yearbooks – SUMMER thru May ► Offer Sales Incentives, just like the real world – free yearbook, money?

Selling Personal Ads ► Why? It’s a chance for someone to put their imprint on the yearbook or remember their memories for everyone to see ► ALL personal ads?

Types of Personal Ads ► Senior parent ads ► Underclassmen parent ads – why not? ► Buddy ads ► Club or group ads ► Local churches, celebrating graduates ► Others? ► Be creative, not limiting

Yearbook Fundraisers ► Set your goal BEFORE the fundraiser ► One big one or several continuing smaller ones ► What kind of fundraiser? ► Look for high profit fundraisers – 50% ► Schoolwide fundraiser, get everyone involved for a free or partial pay yearbook ► Avoid single fundraisers that earn little – car wash  Maybe a series of car washes??? Once a month?

Need More Help? ► Scott’s Office: ► Scott’s ► Scott’s Website:   Look for the Audio Archive in the left column  Hear a 5-minute interview with Kim Bowser, adviser at Port Allegany High in McKean County