1. Journalism/ Yearbook
Week 10

2. Monday Bell Ringer & Agenda:
Get out your Coverage package
Pick one secondary coverage that you feel MUST be in the yearbook and explain why.
Bell Ringer
Secondary Coverage

3. Secondary Coverage:
Highlight any that you see in our yearbook from last year and rate the usefulness of the coverage.
Then, pick at least five methods that you have not seen in the yearbook, but would like to see in this year’s book. Explain how each will better develop your theme.
Next, use the magazines to find ideas of coverage.
How does the magazine get you to read the article?
Find three different examples and explain how you could adapt that idea to our book.
Lastly, design a page using the secondary methods you listed.
This will be graded as a summative, so take your time!

4. Tuesday Bell Ringer & Agenda
Get out your Coverage package
Pick one secondary coverage that you feel MUST be in the yearbook and explain why.
Bell Ringer
Go over requirements for Secondary Coverage
Complete Secondary Coverage

5. Secondary Coverage:
Highlight any that you see in our yearbook from last year and rate the usefulness of the coverage.
Then, pick at least five methods that you have not seen in the yearbook, but would like to see in this year’s book. Explain how each will better develop your theme.
Next, use the magazines to find ideas of coverage.
How does the magazine get you to read the article?
Find three different examples and explain how you could adapt that idea to our book.
Lastly, design a page using the secondary methods you listed.
This will be graded as a summative, so take your time!

6. Wednesday Bell Ringer & Agenda
What do you think strategic marketing is?
Can you give an example?
Post It  Name  Answer  Board
Bell Ringer
Strategic Marketing

7. Engage Your Audience and Sell More Yearbooks with Strategic Marketing
You’re spending a lot of time creating this amazing book that captures all the events of the year.
You also need to make sure you’re taking the time to market your yearbook and ads.
Why?
For starters, everyone in the school should see your hard work and get to enjoy a yearbook.

8. Engage Your Audience and Sell More Yearbooks with Strategic Marketing
So what is marketing?
It’s “the right product, in the right place, at the right time, at the right price.”

9. Lesson 1: Know Your Audience
Before you start talking about different marketing tactics you want to try or designing your first flier, you need to think about the people who will see your message.
These people are your target audience and if you want to connect with them (and get them to buy), you first have to define them.

10. Lesson 1: Know Your Audience
For yearbook and ads, you can typically divide your audiences into four groups:
STUDENTS
PARENTS
CIVIC ORGANIZATIONS
BUSINESSES/BUSINESS OWNERS
Are there any other groups to consider – faculty, school staff, grandparents, etc.? Only list those groups that you really plan to market to.

11. Lesson 1: Know Your Audience
But how about dividing students even further into different groups? You have different types of students at your school, right?
STUDENTS:
• HONORS PROGRAM
• ATHLETES
• BAND MEMBERS
• DRAMA
• WHO ELSE?
Once you have a complete list, begin identifying the differences between these groups. Think about demographics like age, what they enjoy doing and tools or services they use daily.
Vinnie Bruzzi
As you start this discussion, ensure students do not create groups with negative connotations, for example “band members” is preferable to “band geeks.”
Consider a group that you might call the “doing their own thing” group. These are the students who aren’t really involved in school activities, but are involved in activities outside of school (i.e., garage bands, club sports, after school jobs, etc.) and may not consider purchasing a yearbook because they don’t think that it represents their year.

12. Lesson 1: Know Your Audience
See the difference between these two fliers? One message is directed at students, and the other at parents.

13. Lesson 1: Know Your Audience
Many companies take this a step further and create personalities, or personas, around each audience type.
The great thing about developing personas is that you get familiar with each group and it becomes easier to identify with them. This will come in handy when you develop your messaging.
Keep in mind, you do not have to develop completely different marketing for each student group – but you may want to do a general version with some additional versions that have a slightly different message.
As you think about parents, you may say they are typically:
• years old
• Busy
• Have competing priorities for their money and time
• Are on their smartphones all the time
• Will consider purchases that their son or daughter asks them to make. Two-thirds of mothers say they’ve made online purchases for their children in the past three months.
• Attend school events after hours
• Use items such as (all the time), Facebook and Twitter, and read their mail. We know that anything mailed home is more likely to be seen than something given to their son or
daughter to take home.
Our research has shown that 81+% of the time, the mom is the yearbook purchaser.

14. ACTIVITY: Persona
Draw a representative picture, or collage, ONE group and name them.
Who are they as a person?
What do they like? What are they interested in?
How can we advertise to them?

15. Example: PARENTS
81% of the time MOM is the yearbook purchaser!

16. Thursday Bell Ringer & Agenda
Get our your Persona
Bell Ringer
Finish Persona

17. Persona:
When you are finished with your persona sign up for one of the following and complete it:
Upload photos
Flyers for Senior Pictures (this is the perfect time to start pushing senior pictures! The leaves are falling!)

18. Friday Bell Ringer:
We are going to take today to work on Newspaper articles.
They were due Wednesday (Oct 19th), but I will extend due date to next Wednesday (Oct 26th)! I want to get this paper out at the beginning of Nov, so let’s go!