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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.
YearbookBusinessManager
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
YearbookBusinessManager
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
YearbookBusinessManager
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
YearbookBusinessManager
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
YearbookBusinessManager
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.
YearbookBusinessManager
Workshop ProspectList
Creating a
■ Demographics ■ Affiliations
Grade level Group membersGender AthletesEthnicity Non-traditional students
ParentsFaculty/staffCommunity members
Know your potential buyers
YearbookBusinessManager
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
YearbookBusinessManager
Workshop ProspectCreating a
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
YearbookBusinessManager
Workshop ProspectCreating a
List
■ YearTech: Index pages as they are completed to monitor the students appearing in the yearbook.
Tracking students in the book
YearbookBusinessManager
Workshop ProspectCreating a
List
■ YearTech Online: Utilize the new Coverage Report for tracking students appearing on the pages.
YearbookBusinessManager
Workshop ProspectCreating a
List
■ Divide the list into three categories:
Create prospect list
YearbookBusinessManager
Workshop ProspectCreating a
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
YearbookBusinessManager
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.
YearbookBusinessManager
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
YearbookBusinessManager
Workshop BuzzCreating a
■ 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
YearbookBusinessManager
Workshop BuzzCreating a
■ 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
YearbookBusinessManager
Workshop BuzzCreating a
YearbookBusinessManager
Workshop BuzzCreating a
■ 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
YearbookBusinessManager
Workshop BuzzCreating a
YearbookBusinessManager
Workshop BuzzCreating a
YearbookBusinessManager
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
YearbookBusinessManager
Workshop BuzzCreating a
■ 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
YearbookBusinessManager
Workshop BuzzCreating a
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
YearbookBusinessManager
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.
YearbookBusinessManager
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.
YearbookBusinessManager
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.
YearbookBusinessManager
Workshop
YearbookBusinessManager
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.
YearbookBusinessManager
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
ResourcesYearbookBusinessManager
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
ResourcesYearbookBusinessManager
Workshop
A
4 professional produced video yearbook commercials are available on the Business Manager’s Kit DVD-B.
ResourcesYearbookBusinessManager
Workshop
B
Located in your Jostens Yearbook Kit, the Sell It! Kit features: • Marketing Guide• Budget Booster$• Sales Posters• Sample Selling Tools
ResourcesYearbookBusinessManager
Workshop
Yearbook Avenue is your one-stop online source for tools and resources. Check-out the following tabs: • Sell (ItPays)• Distribute
ResourcesYearbookBusinessManager
Workshop