Business, marketing and
Budget
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Maintaining a professional environment Selling yearbooks requires initiative, creativity and oversight. From initial concept to final sales, the process provides valuable experience and life lessons that will benefit students far beyond high school. From day one, set clear, consistent standards that reflect a professional operation. Foster a business-like attitude in everything you do. Encourage respect between everyone on the yearbook staff. Communicate a few etiquette reminders at the beginning and throughout the year. Keep the instructions simple and post written reminders near the phone and door. Anyone interacting with staff or observing classroom activities should come away wanting to buy a yearbook, knowing the staff is producing a highly professional, keepsake publication.
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Goal: Studets will understand the business side of yearbook, marketing books and selling ads to meet budget. Objectives: 1.Students will maintain a professional environment. 2. Editor and/or business manager will work with adviser and sales professional to build, maintain and meet budget requirements. 3. Business manager and team will create a comprehensive marketing plan. 4. Staff members will assist in marketing yearbooks and selling ads. Methodology: Business manager and team will create a comprehensive marketing plan, assigning staff members to create and distribute marketing materials for book and ad sales. Evaluation: Business manager, editor(s) and adviser will award points to staff members for creation and distribution of marketing materials and for selling ads for the book. Resources: Ad design slideshow: http://online.fliphtml5.com/traa/fqgc/index.html Marketing slideshow: http://online.fliphtml5.com/traa/iwtu/index.html
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For all staff members • Answer the phone in a professional, polite manner. Always include the yearbook name and your own name. For example, “(Name) yearbook office. Jennifer Jones speaking. May I help you?” • Be polite and considerate when photographing. • Write vividly with clarity, accuracy and proper grammar.
For the adviser: • Interact with students in an outgoing and caring manner no matter where you are—in class, in the hallways and during school activities. • Interact with faculty and administration in a friendly, professional manner. • Interact with your community by showing enthusiasm and support to parents, business owners, employees and other individuals. • Send news releases to local media to announce yearbook sales start and end dates, portrait dates, ad sales deadlines and awards the publication has received. These simple ideas help create an educational atmosphere that makes students and parents proud to be yearbook staff and supporters.
Enhancements and decisions The staff must always consider the bottom line. The first step in deciding the yearbook’s size and scope is to educate the staff about the cost to produce the yearbook. Optional color and number of pages, high-grade paper and cover enhancements all add to the cost. Work with your sales professional to determine how much the final product will cost and how much you will need to charge per copy to meet budget. As early as possible, create a budget worksheet with estimates of income and expenses.
Income Analyze yearbook sales from last year, including price and number of copies sold. Did you meet the budget? Sources of income include: • Estimated sales for this year • Funds the school will provide
• Ad revenue – business, group and personal ads • Page sponsorship • Fundraisers • Other contributions Create a budget worksheet using a spreadsheet program like Excel, or use the Budget Worksheet on the next page.
Expenses
Elmwood Middle School • Rogers, AR
Using last year’s book specifications as a starting point, decide if this year’s book will be similar in terms of page count and total copies. Look at last year’s invoice and this year’s quote, noting any changes. Factors that will impact expenses include: • Actual printing costs • Enhancements to the yearbook cover: material, graining, embossing/debossing, foil, die cuts • Enhancements to endsheets: paper, printing, embossing • Enhancements such as metallic ink, tip-ins, varnish, UV coating and autograph inserts • Photography equipment and supplies • Equipment, software and supplies • Sales and marketing materials, such as postage, envelopes and paper
Photographic expenses • Digital cameras with a high megapixel count • Additional memory cards • Processing for non-digital cameras or large center-spread photos and endsheet photos. • Art and office supplies: high-quality paper
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cutter, staplers, staples, pens, clear desk tape, masking tape, paper clips, notebooks and printing paper.
Computer hardware/software and other • Sufficient number of computers with current software • High-quality printers that fit the demands of your yearbook business (When purchasing a new printer, consider the volume of copies it will produce on a weekly basis.) • New programs for word processing, photography, design and record keeping (Attending conventions and workshops is the best way to keep abreast of current technologies. Also be sure to take advantage of in-service training opportunities.) • Flash drives, CDs or DVDs to back up work and send work home with students who don’t have Internet access
Basic resources • http://www.thefreedictionary.com • Journalism textbooks, especially those with design and writing instruction • JEA bookstore catalog: http://jea.org • Contemporary magazines that stimulate your staff to think creatively about coverage and design
Cost per book To determine yearbook pricing, first identify your base cost. Start by determining the following: • Number of books • Number of pages • Specific cover and endsheets With this information, your Lifetouch Representative can provide you with a base cost.
For example, assume your cost will be $12,000 for 200 books. Each book would cost approximately $60. That figure may change based on the decisions you make. Your staff will need to be aware of how upgrades can increase the cost of your yearbook.
Adding pages or special effects Costs increase when adding pages or special cover effects. As the adviser, you can emphasize that a cover can be appealing without resorting to costly printing techniques. By advocating tasteful, simple covers, your staff can have sufficient funds to focus on including more students/coverage in the book. Up-front pricing guarantees that your book and the extra enhancements you order will come in at the quoted price and any changes will be clearly communicated.
Cover and front endsheet • Kadena High School Okinawa, Japan
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It is also important to meet all deadlines. Those are determined with your sales professional. Missed deadlines may result in overtime charges. Your sales professional works with manufacturing personnel to schedule press time for your pages to be printed. Missing deadlines causes schools to forego their pre-set press time. Additional charges to move the book into a new time-slot may be necessary to deliver the book on time. Do your best to keep the yearbook affordable for students and their families. This will help the staff sell more copies to meet their sales goals.
Budget requests Computers, printers and software require a significant investment. You may need a strong case to convince your administrator that the investment is worthwhile. Complete budget requests for capital and supply expenses annually. File copies of the requests so you can reproduce them as necessary. Target capital equipment that facilitates education, while convincing administrators these tools will make the classroom function more efficiently.
Ensure that repair contracts include publication equipment. Submit smaller items, such as office supplies, books, minor software and digital cameras as annual budget needs.
Meeting customers’ needs Before developing any product, marketers must understand who will buy the product and how it will meet customers’ needs. All the promotion in the world won’t make a difference if your yearbook doesn’t satisfy the audience’s needs. Allow your staff time to define who their intended audience is and how that audience will impact yearbook content and sales. If your audience includes all grades, then your yearbook should reflect all those groups. If you want to sell your book to all students, then all students will need to appear in the book at least three times.
Possible audiences for your yearbook • The entire student body • All faculty and staff • Family members • Members of the school board • Members of the community • Other yearbook staffs • Past students and staffs • Advertisers • Future teachers and students • Yearbook judges • Other schools • Students considering moving to the school
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Create a marketing plan A successful yearbook sale begins with a plan. As you make your plan, answer these questions: • What are our goals? • Who are our customers and how can we meet their needs? • What deadlines must be met?
Producing affordable yearbooks • Sell more books to bring down the price per book. Include all students in the yearbook so every student will want to buy one. Send PDF pages to students to show them they’re included in the book. • Offer early-bird discounts. • Create packages that include the book along with enhancements, such as cover namestamping or autograph pages, that are priced lower than they would be if pu chased separately. • Sell personal ads to parents and students. • Sell advertising and page sponsorships to local businesses. • If school district policy allows, market books to local businesses, Chambers of Commerce, city officials and others interested in promoting the school and the community. • If necessary, hold fundraisers to offset the price.
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What are our sales goals? Before you create your marketing plan, you need to have an end goal in mind. Goals might include: • Selling the same number of books as last year, or increasing the quantity sold by a given percentage • Increasing the percentage sold to a particular group; for instance, selling more yearbooks to the freshman class
• Increasing sales of optional enhancements, such as foil namestamping on covers or additional autograph pages, to increase overall revenue • Post your goals in a prominent place to engage everyone in working toward them Closely monitor your progress
What sales deadlines must be met? Early in the yearbook season, identify your deadline for final quantity, the point at which you must submit a firm order quantity to Lifetouch. Work backward from that date to create a sales calendar. • Schedule monthly yearbook sales on a publicly posted calendar • Determine deadlines for early discounted sales and enter them in the calendar • Schedule all student and business advertising campaigns • Schedule all fundraising activities • Stagger activities so sales and fundraising activities do not overlap • Avoid sales activities when other school sales and fundraising activities are under way • Post the calendar in a central location and check it every month to ensure you are on track
Questions to prompt discussion • Who has been the intended audience in the past? • What do you notice about the indexes from past yearbooks? Are students featured equally? • Should we open readership to more students, families and community members? • Has the yearbook been a source of fun raising for the school? • Should we survey our student body to better understand what they want to see in the yearbook? The most effective way to increase sales is to publish a book that people want to read. A spectacular book that includes all students stands a good chance of becoming a must-have for students and parents.
Creating a marketing campaign As you brainstorm ways to promote your yearbook sales, consider these best practices: • Create a logo design or slogan for sales communications. The logo could complement your main theme or may be a stand-alone sales slogan. • Make it easy to buy. Provide more than one purchase opportunity, but encourage early sales. • Communicate the yearbook’s importance and value. Use slogans like “You’re In It” or “The Story of Your Life.” • Create excitement. Feature the cover design, layouts and photos as they are completed.
Yearbook promotion ideas • Offer yearbook packages. Include a yearbook and an enhancement (such as foil names and icons) for a price that is lower than if purchased separately. • Send yearbook ordering information in summer mailings to parents, offer the yearbook at a discounted price at registration or promote it on Picture Day. • Use the ybpay.lifetouch.com online ordering and payment program. Ask your Lifetouch yearbook representative for more information. • Implement mail/e-mail campaigns. Ask parents, friends of the school, staff relatives and friends to supply names and addresses
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Somers High School • Somers, CT
Staff created a series of memes conciding with holidays to promote yearbook sales
Business, marketing and
for a one-time mailing to potential new buyers. If your school sends e-mail communications to families, talk to the advier and principal about enrolling in the Lifetouch Parent Notify program. Also, submit several yearbook purchase messages or school announcements. • Sell copies to businesses. Target real estate agents, doctors, dentists, orthodontists, the Chamber of Commerce, local service organizations, and others interested in promoting the school district. • Sell copies to school staff: bus drivers, custodians, janitors, secretaries and teachers. • Send order forms to all school personnel. Send a message to the school staff asking them to look for a yearbook order form in their mailboxes. A few days later, send an e-mail reminder. For best results, time the faculty/staff campaign to arrive after a payday and after the first month of school. • Target those who haven’t purchased yet. Send notes to those who haven’t purchased a book. Tell students which pages they are featured on and include an order form. Begin by targeting seniors and juniors. • Ask community leaders to purchase books for students who are not able to buy them. Work through your school counselor to determine which students are eligible.
Engaging students in the yearbook • Include everyone. Photograph as many groups, classes and activities as possible, both on and off campus. Individuals who appear in groups and in candid photos will be motivated to buy a copy. • Record student coverage. While building pages, track which students are in photos nd on which pages they appear. For copy and captions, record sources. Publicize which students will be featured in the photos and the writing.
Ad strategy Selling ads in the yearbook can be a great financial boost to your budget. Yearbook staffs
typically sell two types of ads: business ads and student tribute ads. Other types of ads include student ads and space that clubs or organizations purchase to showcase members and accomplishments.
Sales goals Some schools aim for a five percent increase in ad income every year. In addition, if they lose a sponsor, they find another business to replace it. Students solicit from their town, as well as from surrounding towns and bigger cities. To increase book sales, they sell books to advertisers at a discount.
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Page sponsorships
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Some schools sell page sponsorships to businesses. With page sponsorships, there are no additional pages added to the book for ads. Rather, there is a line with the name of a business or individual at the bottom of each page.
Staff referrals Ask each staff member to submit a list of at least 10 people they know or do business with (e.g., dentist, hairstylist). If school policy allows, require each staff member to sell at least five ads (any size). Anyone selling more than five ads might earn a discount for his or her book.
Repeat sales Ask the business manager to host an “ad sales blitz day,” when the entire staff goes out to sell community ads in teams. The business manager provides a list of companies that have purchased ads in previous books. The manager also coordinates all ad sales, collects money, records sales and tracks any information still needed to complete each ad.
Ad sales guidelines • The earlier you start selling, the better. • Determine how much income you need to pay for each additional signature of ads. • Determine how much to charge for each ad page. Regardless of ad type, each ad page should pay for itself and two other pages in the yearbook. • Create a letter inviting businesses to purchase yearbook ads. • Set up a time-frame and deadline for ads and payment.
• Create a simple Ad Form that lists sizes and prices. To make it easy, you can order a Lifetouch Yearbook Ad Contract pad or use the form provided at the end of this chapter. • Divide up the town. Each student or pair of students should be assigned their own section of town, so that multiple students don’t show up at the same business. • Have students use the Ad Evaluation Form shown in Resources. Even if a business does not buy an ad, students should ask them to sign off on the form, which will be returned to the business manager or adviser. Using this form will help you track which businesses students have contacted and help monitor the students’ performance.
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At a Texas school, a group of senior boys posed in front of a beer truck. Nothing was said explicitly about drinking, but the implication was there. Messages written as code or in phrases others don’t understand must also be scrutinized. Your staff may also want to include a policy about what may or may not be included in senior ads. Be specific about prohibitions on hunting rifles or other weapons, drug paraphernalia, naked babies/children or profanity. Once your staff has established these policies, Advertising policy provide copies to the administration and post in An advertising policy can prevent problems the room. The staff might choose to print both with both business and student ads. It should policies in small type within the index each year. adhere to district policy, which probably prohibits Editorial and advertising policies provide a the promotion of smoking, drinking, religion, guide and protect the yearbook staff. It’s much etc. In some schools, staff members are appointed easier to deal with a problem by having a plan to review and approve ads on an individual basis. in advance, rather than having to scramble to In this case, the process should be included in address an issue. the policy as well. See information in the Ethics Review and uypdate the policy annually. This and Responsibility section for more information. helps the current staff understand their Student ads can be problematic if the staff is responsibilities and allows them to add or remove not careful. Obviously, the staff should look for items as needed. things like liquor bottles or cigarettes, but some things may be more discreet.
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Ad sales tips • Ask to speak with the manager. Why waste time speaking to someone who cannot make the decision to buy an ad? If the manager is not available or present, ask when would be a good time to see her/him, then set up an appointment. • Be positive. No one would buy an ad from someone who says, “You wouldn’t want to buy a yearbook ad, would you?” Instead say, “I’d like to show you some sample yearbook ads and see what size best suits your needs.” • Bring a sketched ad idea or the ad from last year’s yearbook. If you show the patron that you’ve taken the time to prepare and help them, they will be more apt to buy an ad.
• Always be pleasant, even if they do not buy an ad. It will make it easier for the next person from the school who might approach them to support an activity. Even if you are treated rudely, respond positively. You represent your school. • Visit only the patrons assigned to you unless you check with the ad editor or teacher. This will eliminate any crossovers, which can hinder sales and make the staff look disorganized. • Review template design. If you have ad templates, be sure to review the template choice with the patron. • Cross-sell. If you produce both the yearbook and newspaper, sell ads to businesses for both publications at a discounted price. • Once an ad is sold, send a copy via fax or email. You may want the patron’s approval before putting it into the yearbook. They can look at the ad when they have some free time, instead of being interrupted during business hours.
Fundraising
Sheilah Marie Robison Your images amaze us. They captivate your audience. We are so very proud of your accomplishments in photography and in life. We know you have great adventures ahead of you. May God continue to bless you and bless us through you. We love you. Mom and Dad
Many schools turn to fundraising activities in addition to (or instead of) selling ads to pay for yearbook “extras.” Some schools use fundraising to partially or fully finance the yearbook and help support workshops or contest entries. You can hold external fundraising activities, like business or family sponsorships, or internal (school-centered) events. See more ideas on page 10.
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Business sponsorship
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Ask the school office for a list of all vendors that do business at the school (e.g., food service suppliers, sporting equipment vendors, book fair sales). Write letters asking for their support.
Cover sponsorship Ask a local business to sponsor the cover. This allows you to add something extra to the cover at no cost to you. A creative cover will sell more books. Credit the business on the title page or front endsheet and in the colophon.
Coupon book Print a separate coupon book with advertiser offers. The coupon book could be handed out when books are sold as a “point of purchase” reward. The coupon savings may even exceed the cost of the book.
Football programs The staff can sell ads for both the sports program and yearbook at the same time, offering a discount to businesses that advertise in both. The staff designs the programs, and the yearbook receives the proceeds. You can also include the opponent’s roster each week to help sell more copies.
Sales ideas - summer/early fall • If you offer tiered pricing, advertise the message, “Buy early for best price.” • Post the pricing schedule on enrollment day or back-to-school night, with order forms available. • Sell books at registration, with the price schedule displayed. • On back-to-school night, target the freshmen class. This is often the largest class in school. Once they buy as freshmen, chances are they’ll buy next year. Remember, students will buy books they are in. • Survey the student body to see what they would like to see in the book and then advertise: “You asked for it, you got it.” • Sell yearbooks during homecoming or other events. • Send a news release to your local newspaper announcing yearbook sales
• Order staff t-shirts with the cover design or some other logo graphic on the front, and staff name and position on the back. Have staff wear the shirts during Yearbook Sales Week/Day. • Declare a Yearbook Sales Week and advertise throughout the school. Ask staff members to wear a label or staff t-shirts every day to promote that week. Schedule a earbook Sales Week or Day every month. • Once the sale ends, divide the list of students who haven’t purchased a book among yearbook staff members and have them call each person on the list. • Yearbook staffers should constantly remind students that the entire year and all students will be covered in the yearbook. • Offer packages that include namestamping as well as icon additions. For example, if the price of each book is $50, you can offer a package of the yearbook Cranston High School West • Cranston, RI
with namestamping and an icon for $56. (If sold separately, the name stamping would be $5 and each icon would be $3.) • Display posters around the school. Order the “Buy your Yearbook Today” banner from your Lifetouch Sales Representative. • Add a yearbook order form to the school newspaper. • Submit yearbook purchase information to school newsletters that are mailed emailed to parents. • Advertise in student performance or athletic programs. You may be able to negotiate a free yearbook for the performance director or athletic office as payment for the ad space. • Ask school officials if you can place photos and yearbook information (like the cover design) on the school’s Home Page to give students a sneak peek. • Ask school officials to create a link from the school’s website to the yearbook site, a lowing students and families to preview the cover and pages as they are completed. • Sponsor drawings for every group of 100 books sold (or in smaller schools, for every 50 books sold). You can solicit prize donations from school-connected businesses. • Send letters home to parents asking them to buy their son or daughter a yearbook gift certificate for a holiday gift. • Use a payment plan similar to layaway.
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Sales ideas - after winter break • Once you receive your full size cover sample, frame and hang it in a common area with order forms or flyers. • Print preview spreads and place them in trophy cases, especially during Yearbook Week or shortly before a price increase deadline. • Two weeks before the final quantity due date, ask homeroom teachers to take five minutes at the beginning of homeroom to pass out “last chance” order forms. • Keep a current list of students pictured quoted in the book in a highly visible area of school. When people see their name in the spotlight, they are more apt to purchase a yearbook. • Make sure the yearbook staff is taking
pictures of everything and everyone. Blanket coverage shows the entire student body will be in the book, not just the “in crowd.” • Organize a meeting with all school clubs and coaches. Produce flyers/order forms with a space for the club or group to fill in their name. Add $5 to your yearbook price, which will go to the group as a fundraiser for each book they sell. You may even find that you reach students who don’t normally buy books. The groups turn in all orders to the yearbook class and the money to the school bookkeeper who deposits the $5 per book into the club’s account from the yearbook account. • Give a ticket to a school sporting event with the purchase of a yearbook.
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Cherokee High School • Cherokee, OK
• Place yearbook order forms in picture packages sent home to parents. • Offer a day of vacation to the homeroom teacher with the highest percentage of book sales. The yearbook staff pays for a substitute and gives the teacher $25 for lunch. (Of course, the teacher will have to take a personal or vacation day.) Get principal approval first. • Set up a booth decorated like a beach party to sell books. Create a party atmosphere with music and snacks. • Have the staff get together after school to call the parents of students who have not bought a yearbook. Sometimes parents don’t realize their son or daughter hasn’t purchased the yearbook. • When the books arrive, host a signing party with music and soda/snack sales. A yearbook receipt serves as a ticket into the party. Sell yearbooks at the door.
Fundraising ideas • Obtain administrator’s permission to sell healthy snacks between classes, before or after school and during lunch. • Host a chili cook-off/dinner. Charge an entry fee for contest participants. • Sell leftover photos (25 cents or more each). • Sell seniors t-shirts designed with a unique signature theme each year. If your art class has a silkscreen machine, ask them to produce the shirts for you. Have the senior class design their theme for the year using senior class colors. These can be designed for clubs or other groups, too. • Host an air band contest, charging for entry and tickets. • Host a silent auction with donated merchandise and services exhibited in the cafeteria at lunchtime. Direct students to submit written bids and place them in jars beside the items.
• Auction yearbook staff volunteer time to serve community members. Advertise to senior citizens for help with spring yard cleanup. • Sell leftover books from past years at high school reunions and homecoming. • Put recycling collection bins near soda machines, with a sign saying that all proceeds will make the yearbook better. • Sell chances to win a donated camera, fishing pole or other prize. Ask a business to donate the items and compensate them with a full-page ad. • Host an ice cream social for the community. • Sell autograph pages during book signing. • Sell carnations, roses or other flowers, which the staff will deliver on Valentine’s Day. • Host a car wash. For convenience, have staff pre-sell tickets at $5-$10 each. Reward
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Coe-Brown Northwood Academy • Northwood,, NH
the student with the highest sales with free prom tickets. • Create a student life calendar for each month of the school year, adding dates for important games and events. • Create calendars for sports teams or clubs. • Sell space to feature students beside page numbers. • Sponsor a Mr. and Ms. Beauty pageant. • The week before Mother’s Day, take orders for flowers from a local florist. All orders are taken and money paid to the school prior to ordering the flowers. With administrators’ permission, assign students to deliver the flowers on Mother’s Day. • Sponsor a garage sale. Display posters around town asking for donations. Advertise the sale in local papers and radio. Schedule the sale for a Saturday in the school parking lot or cafeteria. • Host a Quiz-a-thon with students inviting relatives and friends to sponsor them in the event. The staff compiles a list of 100 current events and creates a test. Sponsors pledge an amount for each correct answer, or pay a flat fee. • With administrators’ permission, create a “Go-Fund-Me” page. Ask for donations for something specific for the yearbook staff (e.g., $1,000 for a new digital camera). Post a large chart on the wall as the donations come in.
Yearbook Advertisement Agreement
Thank you for supporting the yearbook!
Full page Half page Company Name
Ad Size Full Page 1/2 Page 1/4 Page 1/8 Page Sponsor Page Yearbook
Price $ $ $ $ $ $ $
Contact Name Address City State
Zip Code
Phone Cell Website
If submitting a scanner-ready ad, artwork must be clean. Business cards should be white card stock with dark type. Metallic ink or foil will not reproduce. Attach any logo or other artwork to this agreement with a paper clip. Please do not staple artwork to this agreement. Previously printed images and photos downloaded from the internet are not acceptable.
Page sponsor in margin
Yearbook Staff Signature Amount Due $ Amount Paid $ Date
School Name: School Address: City, State, Zip: Phone number: Email address: Thank you for your support!
Eighth page Sponsor Sponsor Sponsor
Email Website Customer Signature
Note:
Quarter page
Please include: 1. Scannable or digital image saved as a .jpeg or .png file. Size must match or exceed the size used in the ad. Recommended size: 300 dpi and/or 500+ kb images. 2. A business card with your company info – please do not staple to form
3. Additional text or note of congratulations 4. Brochures about your business 5. Rough sketch of ad layout on back of form, if necessary 6. Make check payable to the school and please do not send cash.
Yearbook Advertisement Receipt Customer Amount Paid $ Date Yearbook Staff Signature
Marketing/Budget Chapter Adviser Resource • page 1
Yearbook Budget Worksheet Our budget
Estimated
Actual
Yearbook expenses Printing costs (see publication agreement) Photography expenses Computer/software expenses Awards/prizes/food for events Miscellaneous materials Other expenses: workshops, training Total expenses Non-yearbook sales income Business ads Club/organizations ads Booster club pages Parent ads Total non-yearbook sales income Total money needed from yearbook sales Total expenses Total non-yearbook sales income Amount needed Base price per book Money needed Expected sales Base price per book
Marketing/Budget Chapter Adviser Resource • page 2