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Distribution eventKeep the excitement going and generate more income with a fund-raiser onyearbook distribution day. Assign a member of the business staff to serve as eventcoordinator and hold a book signing party. Celebrate!• Set a date early in the year and get the school behind it.• Use the yearbook theme at the event.• Have an autograph/signing party or combine the event with a school functionsuch as an assembly program or school picnic.• Charge for the event if it is held at night or after school.• Have the event on Friday, and students not attending must wait until Mondayto get their yearbooks.• Get help in organizing this event from a parent group. This group can help withdonations, radio station involvement, refreshments and prizes for drawings.Make the event fun and something no student will want to miss.• If you have yearbooks to sell at distribution, advertise to get non-buyers to attend.• Sell next year’s yearbook.HOW WE WILL CONDUCT OUR DISTRIBUTION EVENT:22
advertising marketing and sales plansYou have already set your ad sales goals, so now it’s time to create your ad salesplans. Start by determining your potential buyers, based on what type of ads you sell.• If you only sell personal ads, also known as senior ads, baby ads or recognitionads, your customers are the parents and grandparents of students, usually seniors.• If you sell business or patron ads, your customers are local businesses andbusinesses owned by parents and grandparents.• If you sell organizational ads, your customers are members of student groups,teams and clubs.• If you sell all four types, you have many potential customers.Plan your ad campaign in the spring before school is out. Start business ad salesearly, like in June before the school year, with parent ads in the fall. Remember,you need to sell early enough to help set a budget for the year.Ad sales trainingYour marketing team will need sales training, either to work with parents who wantto buy personal ads or if you plan to go door-to-door to call on businesses.Training to sell personal ads will depend on how you accept the ads. If you hostan ad night for parents to come to school with their photos, text and money,designers must be present to create ads on the spot and someone will needto take money and give receipts. If you send out a flier and parents return theirphotos and text by mail, someone will need to get the ad information to designersand deposit money. If you sell ads online, a student marketing team member willneed to monitor the system.Sales of ads to businesses is more daunting. You can call on the advertisingdepartment of your local newspaper or other publications to provide professionaltraining for the staff. Or, use these tips to help your staff succeed, and get moreinformation from The Yearbook Suite, Set 3—Business.• Create a Selling Kit that contains a fact sheet, ad samples, rate sheet, adcontracts, business cards and the most current yearbook. Include a call sheetfor managers at the business to sign if they do not buy. This sheet will helpyour adviser with grading.• Role play scenarios with the staff such as handling objections, making firstimpressions, signing an ad contract sheet, and using support materials fromyour Selling Kit.• Sell in teams. Create teams of two, pairing veteran yearbook staffers with newones. Consider selling in geographical areas of the community.• Follow up with the sales team at the end of the sales day. Continue to workwith each person on avoiding yes/no questions and asking direct questionssuch as, “What size ad works best for you this year?” Make sure staffers endtheir visits with a postitive comment, even if a sale is not made.walsworthyearbooks.com23
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Page 4 and 5: table of contentsAction plan cheat
Page 7 and 8: ecruiting a marketing teamThis grou
Page 9 and 10: WHAT OUR GOALS WILL BE:Once your go
Page 11 and 12: yearbook T-shirts, or offer the fir
Page 13 and 14: Community UploadUsing Community Upl
Page 15 and 16: Email MarketingWith Email Marketing
Page 17 and 18: There are two types of direct marke
Page 19 and 20: WHAT CLASSIC MARKETING MATERIALS WE
Page 21 and 22: • Make sure you have drop-off poi
Page 23: Buyer and non-buyer follow-upDeterm
Page 27 and 28: • Vanity URLs are available to us
Page 29 and 30: • If this is a renewal, be sure t
Page 31 and 32: HOW WE WILL COLLECT MONEY AND KEEP
Page 33 and 34: Sample Ad Sales Emailwalsworthyearb

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