yearbook business manager workshop. expect what to overview of the yearbook business manager’s job
TRANSCRIPT
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Yearbook Business Manager Workshop
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ExpectWhat to
Overview of the Yearbook Business Manager’s job
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■ 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
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YearbookManaging
Planning and managing the yearbook budget
Sales
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■ 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
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■ 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
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Managing
YearbookSales
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■ 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
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Managing
YearbookSales
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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
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Managing
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■ 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
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Promotional tools
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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).
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ProspectList
Creating a
Knowing and identifying your potential buyers
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■ 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
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■ Demographics ■ Affiliations
Grade level Group membersGender AthletesEthnicity Non-traditional students
ParentsFaculty/staffCommunity members
Know your potential buyers
YearbookBusinessManager
Workshop ProspectCreating a
List
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■ 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
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List
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■ 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
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Workshop ProspectCreating a
List
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■ YearTech: Index pages as they are completed to monitor the students appearing in the yearbook.
Tracking students in the book
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List
■ YearTech Online: Utilize the new Coverage Report for tracking students appearing on the pages.
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YearbookBusinessManager
Workshop ProspectCreating a
List
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■ Divide the list into three categories:
Create prospect list
YearbookBusinessManager
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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.
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■ 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
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BuzzCreating a
Creating a personalized campaign that creates suspense and builds yearbook excitement
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■ 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
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■ 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
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■ 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
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■ 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
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YearbookBusinessManager
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■ 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
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YearbookBusinessManager
Workshop BuzzCreating a
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■ 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
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■ 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
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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
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to school
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■ 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
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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
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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
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SharePhase three
the book
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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.
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Phase fourLastto buy
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■ 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
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ResourcesYearbook Business Manager
From people to PDFs, Jostens provides every resource that you need
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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
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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
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• 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
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4 professional produced video yearbook commercials are available on the Business Manager’s Kit DVD-B.
ResourcesYearbookBusinessManager
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B
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Located in your Jostens Yearbook Kit, the Sell It! Kit features: • Marketing Guide• Budget Booster$• Sales Posters• Sample Selling Tools
ResourcesYearbookBusinessManager
Workshop
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Yearbook Avenue is your one-stop online source for tools and resources. Check-out the following tabs: • Sell (ItPays)• Distribute
ResourcesYearbookBusinessManager
Workshop