The BUSINESS of Yearbook!!
Scott Geesey, Jostens Yearbooks Representative
Does your yearbook need a “financial makeover”
Where do you get your money for your yearbook?
Book sales – majority of money raised – when is the last time you raised the price?
Business Ad sales
Personal Ad sales
Fundraisers
School money
Form a separate Yearbook Business Team, led by a student business manager
Business Manager is an equal to Student Editor
Make this a REAL WORLD exercise – involve business students? FBLA?
Looks great on a resume or college application
Separate business team and editorial team – business team can make ad pages
Make a budget NOW and set your revenue goals HIGH – make a cushion
Books expected to sell X price = total
Business ad sales – ?? pages X rough $ per page = total
Personal ad sales - ?? pages X rough $ per page = total
Fundraiser – set $$ goal first, then find a fundraiser to match it
Selling books – How?
Company book ordering program – order books, pay at home or online or phone
Your own sale – order and down payment, then followup
Your business team NEVER stops selling
Table in the cafeteria is EXTINCT!
Business ad sales – how?
Businesses WANT to support their school! Buying a yearbook ad does that
Organize and plan – the key to success
Step 1: make a master list of ALL businesses, especially keying on any
businesses who advertised last year
Step 2: have your business team divide the list and contact ALL on the list
in person – mail, phone calls or email are not as effective
Have ad rate list and contract form ready at each stop
Step 3: followup on anyone who did not refuse an ad
Incentives – offer free book for certain money amount sold; money??
Personal ad sales – how?
Why? - Chance for someone to put their own imprint on your book
Some books have nothing but personal ads – no need for business visits, handle
in-house, by phone or email
Types of personal ads –
Senior parent ads – obvious; from parents, relatives, siblings
Underclassmen parent ads – why not? The book is about EVERYONE
Buddy ads – two or more friends buy themselves an ad
Club or group ads – contact booster clubs, other school groups
Local churches – honoring graduates who attend church there
Any others?
Fundraisers – how?
Set goal BEFORE you run a fundraiser, don’t just wing it
One big fundraiser or several continuing small ones
What kind of fundraiser? There are HUNDREDS
Look for 50 percent profit fundraisers
Idea – a schoolwide fundraiser, getting everyone involved – earn a free or partial paid
Yearbook
Avoid fun fundraisers that earn little – car washes, bake sales
Scott Geesey….
Office phone: 814-422-8058
Toll-free voice mail: 800-322-9725 x80203
Email:
Scott’s personal website:
YOU CAN DO IT!
Plan your work, then work your plan!