Do you have a magic bullet for selling the yearbook?

There’s no one magic bullet. Sometimes the answer is doing the same thing every year and other times, switching things up brings more results. But more than ever, advisers from coast to coast find the need to invest more energy in...

Selling the Book

In some schools, there’s a long-standing tradition of early sales, while other staffs have worked to create situations which enhance sales quantities or the cycle on which books are sold. Advisers from all over chime in and share some innovative ideas their staffs have implemented to make sure they have yearbooks in the hands of as many students as possible.

We have sold the book at registration since I have been here and the cost just flows into the other fees that are paid at enrollment time. Our students and their parents are used to the fact that yearbooks are one of the things they pay for at registration each fall. The vast majority of our books are sold then with maybe another 50-60 sold during first semester; we cut off sales December 1. In 2009, we sold to 94% of the student body. Our real strategy has been giving our customers something they want to buy. The book has grown significantly in size and features (such as all color) over the years, and we always use a “gimmick” in each book that’s a surprise to our customers. For example, one year we did a foldout to cover a terrific event on campus. Last year we used an actual school letter (like on varsity jackets) debossed into the cover. Another huge focus over the past eight years has been broadening the book’s appeal by expanding coverage to include every age group, ethnic group, organization, etc. — not just the friends and interests of the staff!
Jim Morris, Yearbook adviser
Thunder Ridge High School, Highlands Ranch, CO

Not that many years back, spring was always stressful for me. We sold about 70% of our books second semester and I was never sure we were going to sell enough to pay the bills. Then we came up with a plan to completely change the culture of yearbook sales at PV. We sell early and we incent the students/parents to buy as school starts with prices that are the lowest of the year. We no longer offer $2 increases. When we raise the price, it’s enough that they can feel it, so there’s a real incentive to buy early in the year. While we do still sell quite a few books during distribution, it’s at a premium price. Now, more than 70% of the books we sell are sold during first semester.
Cindy Hopkins, Yearbook Adviser
Pleasant Valley High School, Chico, CA

I’ve been at this school for 20 years and advising for half of that. We haven’t been selling as many books as we wanted. I knew the program could be stronger financially, so I discussed my plan with the principal and got approval. Simply building the cost of the yearbook into the class card packages allowed us to nearly double the number of books we sold in one year!
Phyllis Mandal, Yearbook Adviser
Bonnabel High School, Kenner, LA

We printed books sales details and Order Center information on 250 business cards before a school celebration right before classes started. A mix of yearbook staffers and cheerleaders at the event handed the cards to parents. We want to get the word about buying yearbooks out as many times and ways as possible. It’s important that it be simple to purchase
the yearbook.
Lori Sturgess, Yearbook Adviser
Sue Cleveland High School, Rio Rancho, NM

We are very visible on campus. If there’s an event like open house or orientation, we are there with a table — showing old yearbooks, answering questions, selling the book. And we’re visible every day at school too; we have a glass showcase in the hall that we update with photos to keep us out there. But we’ve done one thing the past two years that really makes a difference. In September, we send all senior parents a letter about baby ads and then three weeks later, we follow up. The yearbook staff gathers to make evening phone calls to all senior parents. They answer questions regarding baby ads and remind parents that it’s time to buy the yearbook, providing the toll-free number to the Order Center. The next week, orders for ads and books come rolling in. People like the one-on-one contact; we are running a business and customer service is important.
Beth Britton, Yearbook Adviser
CM Russell High School, Billings, MT

Between deadlines, my staff ran HJ Index Builder and cross-checked the list of people who had not purchased books against those with multiple appearances in the yearbook. Then they made big colorful posters that said, “Hey, _____ _______, you’re on pages 23, 66 and 109! Have you bought your yearbook yet?” We probably made 50 or more of these and they were large (36" x 36") so people took note. We generated lots of excitement. Other students came by to see how many times they were in the yearbook. We definitely sold some books. I can’t remember where I first heard of the idea, but I liked it when I heard it — and it worked. We’re already planning to do this again!
Deborah Slayton, Yearbook Adviser
George Washington High School, Danville, VA

Adviser’s Desk

When David Wright took over as adviser at Schofield Middle School in Las Vegas, NV the school was ordering 350 yearbooks. Despite some hesitation on campus, he was convinced that he and his staff could sell more books, so he increased the order to 550. In addition to producing the yearbook, his staff that year worked to make the yearbook visible to the students and their parents. Even with the significant increase, they came close to selling out. Only 30 books remained.

But Wright suspected there was still room to grow. The staff upped its involvement and its order. The next year, all 650 books were sold.

The 2009 order was 750 books, more than twice the order just three years before. The staff now has a link to its own web site on the school site. They make posters and iMovies that are shown with the daily announcements. Wright challenged the school to a pre-holiday sales goal and allowed staffers to shave his head in front of lunchroom crowds in the cafeteria when the goal was met. When the price increased as second semester started, the staff spent weekend hours on campus creating discount coupons and stuffing them in every locker on campus. “When we’re visible at all-school events, we are either selling yearbooks or letting parents know when and how to buy,” says Wright.

A pair of messages on the autodialer last spring worked so well the messages moved to fall this year. “We really work at keeping the yearbook front and center. Marketing our product is every bit as important as creating the yearbook. If we’re going to invest all that energy and work to produce a book that’s full of history and memories, we want it in the hands of as many students as possible,” concluded Wright. “We know first-hand what a difference strategically and enthusiastically selling the book can make!”

David Wright believes student participation is a key to sales success. From video announcements and posters to distribution party fliers and a head-shaving challenge, his staffers are actively involved.

Discoveries Vol. 14 Issue 2