Page 178 - Jostens Yearbook_Adviser Guide

MAKE IT SIMPLE

THE CAMPAIGNS PERSONALIZED EMAILS
SETTING SALES GOALS
Jostens Consumer Marketing program incorporates five campaigns throughout the year, meant to run primarily at
the end of each offer so deadlines can be incorporated into communication. Before the campaigns begin, schools The Yearbook Avenue Digital Classroom has
should have their rep set up e-commerce in the spring or summer so that parents can easily purchase a book at hundreds of resources ready for you to use.
jostensyearbooks.com. We recommend the following lesson plan
as being especially helpful for setting sales
Once set up, the campaigns can begin. Here’s an overview of the five campaigns.
goals. Scroll to the bottom of the homepage
1. BACK TO SCHOOL – In an ideal world, the first campaign of the year is executed simply by adding a line to find them, or search for 7-Minute Starters
item on back-to-school fees sheets, or a table at back-to-school nights. It is the most important campaign
of the school year as it builds momentum and generates buzz about the yearbook. It is typically the lowest or Start Right.
cost of the year and is set to end after the first two weeks of school.
7
2. FALL CAMPAIGN – School spirit is high with lots of activities underway. Use that as a springboard to MINUTE ST AR T RIGHT 2.3 — MARKETING
Establishing Purpose & Setting Goals
STARTER
motivate fall buyers with price savings and a first look at the book’s content. Offer typically ends by OBJECTIVES 21ST CENTURY SKILLS
In this lesson, students think critically about their
STEP 1 | LEARN & PRACTICE
(45+ MINUTES) marketing and coverage in previous years and use that
information to make a plan for this year.
October 31. Students will take the YMCA (Yearbook Marketing and COMMON CORE
Coverage Achievement) Pledge shown on Start Right
Presentation 2.3.
Students will form two groups. One will think about whether the STATE STANDARDS
book content is marketable by completing Start Right Activity ELA-Literacy.SL.9-12.1, CCRA.SL.1
3.3 - Creating a Book People Want to Buy. The other group Initiate and participate effectively in a range of
will complete Start Right Activity 3.3 - Creating a Marketing
3. WINTER CAMPAIGN – Similar to the Fall Campaign, price is still a big motivator but the ability to Campaign. collaborative discussions.
ELA-Literacy.SL.9-12.1b
Students will develop clear reasons why people will want to
Work with peers to promote civil, democratic discussions.
purchase their school’s yearbook this year.
Students will develop theories about why students buy (or ELA-Literacy.SL.9-12.1d
Respond thoughtfully to diverse perspectives.
don’t buy) the yearbook and develop a plan for marketing it.
personalize the yearbook and use payment plan options should also be incorporated. Offer ends by STEP 2 | USE & EXTEND ELA-Literacy.W.9-12.4, CCRA.W.4
Produce clear and coherent writing that is
appropriately organized.
For the next two days, students will design advertisements and
Plan, revise, edit, rewrite or try a new approach.
other marketing pieces for their first marketing campaign, which ELA-Literacy.W.9-12.5, CCRA.W.5
should be implemented no later than next week.
February 2. Students will plan for and set up any social media they plan to ELA-Literacy.W.9-12.6, CCRA.W.6
Use technology to produce and publish shared
writing products.
use. (More information on using social media can be found in
the Marketing section of 7-Minute Starters.)
Throughout this week, students will create posters, order forms ELA-Literacy.W.9-12.7, CCRA.W.7
Conduct short research projects to answer a question.
and other marketing pieces they need for this campaign.
» Marketing pieces may feature specific moments ISTE STANDARDS
4. SPRING CAMPAIGN – This is the last chance students and parents will have to guarantee a copy of the the yearbook that strike a chord in people. ISTE 2A: Publish, employing a variety of digital environments
or events from last year that were covered in
Generalizations such as “homecoming” or “home
and media.
football games” are not specific enough — what
of media.
thing does everyone remember from last year’s 2B: Communicate ideas effectively using a variety
homecoming? What does the student section chant 2D: Contribute to project teams to produce original
or wear that is unique to your school?
yearbook. Students may be motivated with a sense of urgency, so “Final Opportunity” messaging is used. » Marketing pieces should focus on the keepsake 3B: Ethically use information from a variety of sources
works.
nature of yearbooks.
and media.
» Marketing pieces may build on the theme of the
yearbook for more effective marketing tools. 4A: Identify authentic problems and questions for
investigation.
The campaign coincides with e-commerce ending two weeks prior to books arriving at the school or when To do: The adviser will upload an Excel file of student contact 4B: Plan and manage activities to develop a solution or
information to Yearbook Avenue so it can be used for sales
complete a project.
tracking, email marketing and coverage tracking (Sell>
4C: Collect data to identify solution and/or make informed
Student List).
The Excel file should include (in separate columns) first name, decisions.
the yearbooks are sold out. last name, grade, homeroom, student ID, address line 1,
address line 2, city, state, zip, parent’s email address and phone
number. The Excel file of this information is usually available
from the front office.
ORDER FORMS Do you have an idea for a 7-Minute Starter? Email us at 7-Minutestarters@jostens.com
5. FINAL CAMPAIGN – Consider this a clean-up campaign where the school has ordered a limited number 14-0615
of extra yearbooks for late purchases. Encourage parents and students to “Act fast” as these will go
quickly. Limited supply is key.
MAKE IT SIMPLE
The best part about these campaigns is that for the most part, all the back-end work gets done automatically.
Promotional materials are sent to the school. Emails are sent out automatically on specified dates and the adviser
barely has to lift a finger. AD SPONSORSHIPS
We recommend the following lesson plan
POSTCARDS as being especially helpful for selling
ad sponsorships. Scroll to the bottom of
the homepage to find them, or search for
7-Minute Starters or Start Right.
7 MARKETING 6 .4
MINUTE Ad Sales Sponsorships
STARTER
OBJECTIVES
STEP 1 | LEARN
As students view the Ad Sales Sponsorship presentation, they will learn the benefits of business
sponsorships in the yearbook and will examine packages designed by other schools.
STEP 2 | PRACTICE
Students will engage in a conversation about what adds value to a business sponsorship.
Students will brainstorm possible benefits to include in sponsorship packages for their yearbook
by considering demographics, spending habits and community spaces as well as location of
sponsor information.
STEP 3 | USE
Students will develop package options, prices, flyers and contracts that would feasibly replace or
supplement traditional advertising in the yearbook.
21ST CENTURY SKILLS
In this lesson, students think critically about effective marketing practices to use in the real-world
application of selling advertisements and sponsorships for the yearbook. Students also collaborate
with one another to creatively innovate new sales ideas.
COMMON CORE ISTE STANDARDS
STATE STANDARDS ISTE 1C: Use models and simulations to explore
ELA-Literacy.L.9-12.1, CCRA.L.1 complex systems.
Demonstrate command of grammar and 1D: Identify trends and forecast possibilities.
usage when speaking or writing. 2A: Publish, employing a variety of digital
ELA-Literacy.SL.9-12.1, CCRA.SL.1 environments and media.
Initiate and participate effectively in a range 2B: Communicate ideas effectively using a variety
of collaborative discussions. of media.
ELA-Literacy.SL.9-12.2, CCRA.SL.2 2D: Contribute to project teams to produce
Integrate multiple sources of information original works.
presented in diverse formats and media. 3A: Plan strategies to guide inquiry.
ELA-Literacy.W.9-12.7, CCRA.W.7 4B: Plan and manage activities to develop a
Conduct research projects to answer a
question or solve a problem. solution or complete a project.
4C: Collect data to identify solution and/or make
informed decisions.
Do you have an idea for a 7-Minute Starter? Email us at 7-Minutestarters@jostens.com
Inspired by Ava Butzu, Grand Blanc High School [MI]. 14-0606
178 SECTION 8.3 BUILDING YOUR OFFERS