Yearbook Business Manager Workshop. Expect What to Overview of the Yearbook Business Manager’s job

Yearbook Business Manager Workshop

ExpectWhat to

Overview of the Yearbook Business Manager’s job

■ A role equal to that of the editor-in-chief.

■ Complete financial responsibility.Balanced budgetingYearbook planningReader researchProduct promotion and salesAdvertising campaignDistribution event

■ A one-of-a-kind, real-world experience.

YearbookBusinessManager

Workshop

ExpectWhat to

YearbookManaging

Planning and managing the yearbook budget

Sales

■ Work with your adviser and school bookkeeper to plan and manage a balanced budget for the yearbook.

■ Collaborate with the editors and staff members to plan and produce a quality, reader-focused yearbook.

■ Create and execute effective yearbook product promotional marketing and sales campaigns.


Workshop YearbookManaging

Sales

■ Project yearbook/advertising/add-on revenue.

■ Project printing and other staff expenses.

■ Set goals with your adviser to ensure a balanced budget where income exceeds expenses.

■ Create a process to track yearbook and advertising sales as well as expenses.

■ Keep orderly, accurate records, monitoring the financial standing of the yearbook at all times using ItPays.

Plan and manage the budget


Workshop

Managing

YearbookSales

■ Conduct research to uncover buyers’ wants and needs for staff planning and production.

■ Collaborate with editors and staff members to inspire reader-focused concept, coverage, content and design.

■ Ensure complete customer satisfaction by delivering on your readers’ expectations for the yearbook.

Contribute to book planning


Workshop

Managing

YearbookSales

YearbookSales

■ Inspire successful yearbook promotional marketing and sales campaigns; implement incentives and rewards.

■ Lead the staff in creating, articulating and executing promotional marketing plans.

■ Set up and manage yearbook order days.

■ Organize and manage ad sales campaign.

■ Plan and oversee distribution event.

Plan and execute campaigns


Workshop

Managing

■ ItPays helps yearbook staffs track yearbook and ad sales online on Yearbook Avenue. Capabilities include:• Recording and tracking yearbook orders

• Recording and tracking recognition and business ads

• Generating sales reports

• Creating custom order forms

• Online submission of student orders for Personalization and add-ons for qualifying schools

• Importing student rosters

• Setting up yearbook to be sold on jostensyearbooks.com

ItPaysUsingYearbook

BusinessManager

Workshop

Promotional tools


Workshop ItPaysUsing

■ ItPays offers tools to help promote your yearbook sale:

• HOME Flyer: Color flyer promoting online and in-school yearbook sales

• Online Banner Ads: Banner ad images and online links to put a banner ad on your school’s Web site• E-mail Marketing: Choose from a variety of colorful e-mail layouts to send to parents and students promoting your online yearbook sale (available in July).

ProspectList

Creating a

Knowing and identifying your potential buyers

■ Segment your audience by demographics and interests.

■ Analyze your market to develop your marketing and sales strategies.

■ Create and maintain a prospect tracking list to use when targeting non-buyers.


Workshop ProspectList

Creating a

■ Demographics ■ Affiliations

Grade level Group membersGender AthletesEthnicity Non-traditional students

ParentsFaculty/staffCommunity members

Know your potential buyers


Workshop ProspectCreating a

List

■ Learn your readers’ buying/spending habits based on their perceived wants and needs.

■ Determine who actually pays for the book and your potential buyers’ disposable income.

■ Know what motivates them to purchase a yearbook.

Understand spending habits



List

■ What do you sell your yearbook for?

■ Average teen spending: 12-15 year olds: $65/week 16-17 year olds: $99/week 18-19 year olds: $135/week

■ Teens plan on purchasing or already own: cell phone, digital camera, yearbook, sunglasses, used car, backpack, contact lens, DVD player, MP3 player

[Source: Teen Research Unlimited]

■ Target all students and parents with a back-to-school marketing campaign.

■ Plan your back-to-school campaign in the spring and the summer so you’re ready when school opens.

Teens spend big bucks



List

■ YearTech: Index pages as they are completed to monitor the students appearing in the yearbook.

Tracking students in the book



List

■ YearTech Online: Utilize the new Coverage Report for tracking students appearing on the pages.



List

■ Divide the list into three categories:

Create prospect list



List

HOTTEST: Non-buyers who fall into two categories and show up in the book more than twice.

HOTTER: Non-buyers who fall into one category and show up in the yearbook more than twice.

HOT: Non-buyers who fall into one category and show up in the yearbook at least once.

■ Online ordering offers 24/7 convenience.

■ Consumers are becoming increasingly more comfortable purchasing products online.

■ Jostens now offers jostensyearbooks.com – a single Web address for e-commerce.

■ When yearbooks are sold online, the information goes directly into ItPays for easy access on Yearbook Avenue.

OnlineSelling


Workshop

BuzzCreating a

Creating a personalized campaign that creates suspense and builds yearbook excitement

■ To maximize the potential of your marketing campaign consider supporting it with “buzz marketing.”

■ “Buzz marketing” relies heavily upon word-of-mouth and peer influence to generate excitement and demand.

■ Posters and support materials use the theme “This year will never happen again” and “Available for a limited time only,” to emphasize the need to buy now.


Workshop BuzzCreating a

■ What are the most popular hangouts?

■ What can I do to add an element of surprise to the students’ daily routines?

■ How can I reach students anytime, anyplace in a nontraditional way?

Creating yearbook buzz



■ Create an awareness campaign personalized to your school, your yearbook and, most importantly, your potential buyers. Consider age, gender, cultural diversity, affiliation and individual interests when creating a focused campaign.

■ Design marketing and sales campaigns that reflect the techniques and strategies of professional marketers including suspense, testimonial and FAB campaigns.

Personalize your campaign



■ Peer influence is a determining factor in many of your buyer’s decision making.

■ This campaign approach capitalizes on the reasons to buy a book based on why other students in your school decided to purchase.

■ Remember to offer a testimonials from all groups within your school to make it clear there will be something for everyone in the yearbook.

Testimonials influence sales





■ This campaign builds over a time period to create high interest and peak curiosity.

■ When creating this campaign, make sure that each new release has the mark of the previous one, yet offers prospective buys something obviously new.

■ Consider both verbal and visual development. The combination of words and images can have dramatic impact.

Create an air of suspense






Workshop

■ This approach focuses on three important aspects of the product. For example, the yearbook includes all color photos of you and your friends unlike $75 tennis shoes. It will preserve memories for a lifetime.

■ Features: Specific details of the product.

■ Advantages: Differences over similar products.

■ Benefits: Reason or need for the product.

Make it FAB



■ Divide your yearbook campaign into five major phases. Each phase contributes to a consistent overall campaign through the year. Phase one: Back to School

Phase two: Home for the Holidays Phase three: Share the Book Phase four: Last Chance to Buy Phase five: Distribution Event

Five phases of the campaign



Back■ Energy and excitement is at its highest at the beginning of a new school year. This is a perfect time to market the yearbook.

■ Target all students and parents with a back-to-school marketing campaign.

■ Plan your back-to-school campaign in the spring and the summer so you’re ready when school opens.

Phase one


Workshop

to school

■ Parents understand the value of the yearbook, so marketing directly to them can result in increased sales.

■ Since the holidays are a season of giving, a holiday promotion provides families with the opportunity to purchase a yearbook as a gift.


Workshop

Phase twoHome for the

■ Parents understand the value of the yearbook, so marketing directly to them can result in increased sales.

■ Since the holidays are a season of giving, a holiday promotion provides families with the opportunity to purchase a yearbook as a gift.

Phase twoHome for the

HolidaysHome for the

Holidays

Phase three

■ The proof is in the proofs, literally. Don’t just tell students they are going to be in the yearbook, show them!

■ Sharing pages piques interest in the entire yearbook, starting a buzz and motivating sales.

■ This campaign can be on-going as pages are completed and submitted.


Workshop

SharePhase three

the book

Chance■ Make one last effort to contact and sell to every non-buyer.

■ Don’t be afraid to think out of the box and build a campaign that will produce results at your school.

■ When this campaign ends, it is no longer possible to order a personalized yearbook and it is a strong possibility there won’t be extra yearbooks available for spring purchase.


Workshop


Workshop

Phase fourLastto buy

■ A distribution event creates an experience as great as the book itself.

■ A distribution event provides a great opportunity to sell extra copies of the yearbook and can even serve as a fund-raiser.

■ Establish a rich tradition at your school.


Workshop EventPhase five

Distribution

ResourcesYearbook Business Manager

From people to PDFs, Jostens provides every resource that you need

The Business Manager’s Guidebook provides all the tools and information you need.

New checklists in the back of the Business Manager’s Guidebook provide easy to follow, step-by-step plans

A new Yearbook Business Manager’s Workbook provides week-by-week plans.

ResourcesYearbookBusinessManager

Workshop

The Business Manager’s Kit DVD-A includes a variety of PDF files and forms that can be customized to fit your school’s needs.

• Student yearbook survey• Pledge poster• Prospect list• Budget worksheet• Order form• Distribution event checklist• Recognition ad order forms• Recognition ad letter• Ad templates

Management materials


Workshop

A

• Posters• Locker stuffs• Prospect list• “Last Chance” postcards• “Last Chance” order form• In-the-book cards• “Share the Book” ad footer• Holiday gift certificates• Ad templates

Marketing materials

• Phone scripts• Table tents• Distribution locker stuffers• Newspaper ad• Discount coupons• Press releases• Picture day promos


Workshop

A

4 professional produced video yearbook commercials are available on the Business Manager’s Kit DVD-B.


Workshop

B

Located in your Jostens Yearbook Kit, the Sell It! Kit features: • Marketing Guide• Budget Booster$• Sales Posters• Sample Selling Tools


Workshop

Yearbook Avenue is your one-stop online source for tools and resources. Check-out the following tabs: • Sell (ItPays)• Distribute


Workshop

Documents

Yearbook Business Manager Workshop. Expect What to Overview of the Yearbook Business Manager’s job