Read more about marketing plans. - Walsworth Yearbooks

yearbook marketing and sales plansThere are several ways to sell your yearbook – online, sales days or weeksat school, direct-to-home mailings to parents, one large order day atschool, and kiosks, to name a few. Parents typically pay for the yearbook.Plan on some form of marketing directly to parents to tell them when theyearbook is on sale, how to order and what options are available.Walsworth helps by offering different types of sales and marketing toolsand resources to carry out your plans. You can use just one of these typesof marketing, and just a few tools, or any combination. How you arrangeand work it depends on your audiences and goals.Start yearbook sales early – sell next year’s book while still doing thisyear’s book. Let three factors guide your decision on when to sell – sell atthe best times to reach people, sell early enough to help set a budget forthe year, and avoid sales by other groups and major holidays.Do not sell books all year. You do not need the hassle, and people willalways wait until the last minute to order. Set deadlines depending onyour needs and consider increasing your pricing at certain intervals toencourage students to buy now.RegistrationProbably the best time to catch parents is at the first event for the school yearthey must attend, which is usually registration, but it could also be freshmanregistration in the spring or a back-to-school night in the fall.To sell yearbooks at next year’s registration:• Start thinking about sales in January or February, or maybe earlier.• Check on the procedures for adding yearbook information to the registrationpacket or getting information online with the registration information.• Ask what form the information can be in – a flier, a brochure or just text.• Ask what the deadline is for submitting this information.• You need to advertise books will be on sale! Start thinking about how youplan to advertise this sale – online, with emails or with the school’s automatedphone system.• If parents come to the school, ask about putting up a kiosk. You want to benear the registration area but not next to all of the registration tables.Later, schedule time to take care of the details – creating a flier or brochure,posting an announcement on the website, using the All-call system or by email,and deciding what you need at your kiosk. Keep reading – information on theseitems appears later in this workbook.12