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The BUSINESS of Yearbook

The BUSINESS of Yearbook. ???. A Rural Success Story. Small High School, less than 100 per class, no large cities or businesses around them. Yearbook muddled along financially for several years. Yearbook went into debt over time, using this year’s money to pay last year’s bill.

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The BUSINESS of Yearbook

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  1. The BUSINESS of Yearbook

  2. ???

  3. A Rural Success Story • Small High School, less than 100 per class, no large cities or businesses around them • Yearbook muddled along financially for several years • Yearbook went into debt over time, using this year’s money to pay last year’s bill • A change was needed…

  4. A Rural Success Story • Two new co-advisers began in June • Recognized the financial problem, immediately tackled the problem • Over the summer gathered their yearbook staff and made their plans • A change was started…

  5. A Rural Success Story • Began efforts in late July • First problem tackled: selling ads • Once school year began, tackled other problem: selling books • A change was made…

  6. A Rural Success Story • Got staffers plugged in to the problem • Challenged and motivated staffers, offering incentives for success • By end of October, around $20,000 was already deposited into their yearbook account from book and ad sales (48 pages) • A change was accomplished, in just 3 mos.

  7. Where Do You Get the Money for your Yearbook? • Book sales – the number one source • Ad Sales – business and personal ads • Fundraisers • School money?

  8. What are the TWO Keys to a Good Yearbook?

  9. OrganizationandPlanning If you do this thoroughly with your editorial effort, why not do it with your SALES effort??

  10. Who should handle the sales effort? • Entire yearbook staff?? Already overworked? OR • A NEW idea? A REAL WORLD idea??

  11. A Yearbook Business/Sales Team • Separate Business and Editorial Teams • Student Yearbook Business Manager • Use business students? FBLA? • Looks great on a resume or college app. • Work on the book? Create the ad section!

  12. Create a Yearbook Budget!! • Don’t laugh, some folks don’t do this! • Make a preliminary REAL budget or get one from your yearbook representative • Aim HIGH for your budget goals • Book sales – how much money? • Business ad sales – how much money? • Personal ad sales – how much money? • Fundraiser(s) – how much money?

  13. Selling Your Yearbooks • Use a company program • Students order in school, parents pay later by mail, phone or online • Parents have order form mailed home, then pay • Do your own yearbook sale • Allow students to order with down payment, then pay in full later • Your business team NEVER stops selling! • The table in the cafeteria is EXTINCT!

  14. Selling Business Ads • Businesses WANT to support their area schools – use this to your advantage! • Organize and Plan – the key to success! • Being thorough is a lot of work • Prime time for selling ads – • Spring yearbooks – SUMMER thru Christmas • Fall yearbooks – SUMMER thru May • Offer Sales Incentives, just like the real world – free yearbook, money?

  15. Selling Personal Ads • Why? It’s a chance for someone to put their imprint on the yearbook or remember their memories for everyone to see • ALL personal ads?

  16. Types of Personal Ads • Senior parent ads • Underclassmen parent ads – why not? • Buddy ads • Club or group ads • Local churches, celebrating graduates • Others? • Be creative, not limiting

  17. Yearbook Fundraisers • Set your goal BEFORE the fundraiser • One big one or several continuing smaller ones • What kind of fundraiser? • Look for high profit fundraisers – 50% • Schoolwide fundraiser, get everyone involved for a free or partial pay yearbook • Avoid single fundraisers that earn little – car wash • Maybe a series of car washes??? Once a month?

  18. Need More Help? • Scott’s Office: 814-422-8058 • Scott’s Email: scott.geesey@jostens.com • Scott’s Website: • www.jostenscentralpa.com • Look for the Audio Archive in the left column • Hear a 5-minute interview with Kim Bowser, adviser at Port Allegany High in McKean County

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