1. Advertising for Smarties Chad Rummel Oakton High School www.oaktonoutlook.com

2. Three Pillars Advertise your Advertising Customer-based Sales Professional Follow-up

3. Pillar One: Advertise your Advertising

4. Survey Readers Your goal is to answer “Why should I advertise,” before it is asked. 5-minute survey of readers (students, parents, faculty, etc.) K.I.S.S.

5. Name (optional) _______________________________ Grade (required) 9 10 11 12 This information will be used to help the Oakton Outlook convince advertisers to offer specials to Oakton students, including discounts and coupons. All information will be kept confidential Estimate, to the best of your ability, how much you spend a month on: Restaurants/Fast Food: _______________ Entertainment (movies, concerts, etc: _______________ Clothing: _______________ Sporting Goods/Supplies:_______________ Beauty products (tanning/make-up/salons) _______________ How many times a month do you shop at the following: (list favorite stores below each) ______ Fair Oaks Mall ______ Tyson’s Corner ______ Other business in Oakton/Vienna area Do you have a part-time job? If so: Where: _________________________________ Monthly income: _________________________ Do your have a debit/credit card of your own? __ Yes __ No Do your parents let you use their debit/credit card? __ Yes __ No Spending Habits

6. Name (optional) _______________________________ Grade (required) 9 10 11 12 This information will be used to help the Oakton Outlook convince advertisers to offer specials to Oakton students, including discounts and coupons. All information will be kept confidential Estimate, to the best of your ability, how much you spend a month on: Restaurants/Fast Food: _______________ Entertainment (movies, concerts, etc: _______________ Clothing: _______________ Sporting Goods/Supplies:_______________ Beauty products (tanning/make-up/salons) _______________ How many times a month do you shop at the following: (list favorite stores below each) ______ Fair Oaks Mall ______ Tyson’s Corner ______ Other business in Oakton/Vienna area Do you have a part-time job? If so: Where: _________________________________ Monthly income: _________________________ Do your have a debit/credit card of your own? __ Yes __ No Do your parents let you use their debit/credit card? __ Yes __ No Spending Habits

7. Name the top three restaurants you eat at the most: Where do you get your hair cut? Who is your family doctor? Who is your family dentist? Have you ever paid a tutor or test prep? __ Yes __ No If yes, which one? ____________________________ Would you consider a tutor or test prep service? __ Yes __ No Have you ever used a driving school? __ Yes __ No If yes, which one? ____________________________ Would you consider driving school? __ Yes __ No Do you use coupons? __ Yes __ No (example: food discounts, 10% clothing, etc.) If you answered “No” above, what would help change your mind? Does one of your parents own/manage a business? __ Yes __ No If so, which one? _______________________________ Do you read the Outlook? __ Yes __ No What section do you read the most? What would you like to see more of in the Outlook? Additional comments below and on the back: Recognize Potential Clients

8. Build Rate Card Your goal is to answer “How do I advertise?” before it is asked. Include market survey information. Make it email/fax accessible.

9. Client Database Start with current advertisers AND their competitors Add data collected in market survey Record ALL information you can Your database is an ever-growing working document

10. Set Advertising Goals How much do you NEED to make? Then increase it! Raise the bar! Break it down per issue and per person Reward your staff for surpassing goals

11. Pillar Two: Professional Sales

12. Mass Mailing Send letter, rate card, copy of a spring issue to EVERY person in your DB three weeks before your first issue One week later, follow up IN PERSON Offer special discounts if they advertise in the first issue (hook!)

13. Discounts 10% for advertising in 3 issues 20% for advertising in 5 issues 25% discount for first and last issue

14. Discounts 10% for advertising in 3 issues 20% for advertising in 5 issues 25% discount for first and last issue

15. Spec Ads Design the ads BEFORE you visit with the client. Localize the ads with “Go Cougars,” “Welcome Back Cougars.” Steal info from clients (business cards, fliers, etc) to spec ads.

16. Student-driven ads Include pix of students in the ads Be ready to tell the advertiser what should be in their ad (specials, coupons, etc.) If the ad is boring, it will bore your students and you will not get a renewal

17. Student-driven ads Include pix of students in the ads Be ready to tell the advertiser what should be in their ad (specials, coupons, etc.) If the ad is boring, it will bore your students and you will not get a renewal

18. Pillar Three: Follow-Up

22. Billing Procedure 1)Tearsheets 2)NUMBERED invoices 3)Contract Renewals

23. Non-advertisers Mail copies of the paper to those that DIDN’T advertise. Send spec ads and a “you missed out” letter to all in your DB

24. Questions? Nyssa Wratschko ads@oaktonoutlook.com www.oaktonoutlook.com