May 15-16 :: Click Link for assignment >

Monday, October 14 :: Advertising our Yearbook!

NO CELL PHONE DAY!

(That means put them away!)

Expectations:

C: Voice Level 2 (only the people next to you can hear you and no shouting across the room)

H: Ask your team, elbow partner or raise hand

A: Work on the assignment

M: Stay in your assigned seat

P: Work till assignment is completed

S: Finishing your work

Advertising Our Yearbook!

WHAT ARE WE LEARNING: Yearbook Advertising!

WHY IS IT IMPORTANT: Advertisements are a guaranteed method of reaching an audience. By creating an engaging ad, and spending enough to reach your target users, advertisements can have an immediate impact on business or in our case a Yearbook. This effect could be seen in improved trade or boosted brand recognition, among many different metrics.

HOW WILL MY TEACHER KNOW WHAT I LEARNED: You will create a series of advertisements for our yearbook for Print, social media and TMH!

Who is our Audience?

What do they care about?

STUDENTS!

Want to be in the yearbook.
Want it to represent them.
Want to save their memories.

PARENTS & GRANDPARENTS!

Want their child to be in the yearbook.
Want to save their child's milestones.
Want to celebrate their child’s milestones.

LOCAL BUSINESSES?

Want to increase revenue.
Want to show support for their community’s schools.

What are our thoughts on selling ads inside the book?

Exercise #1:

What Value Can We Provide to Each Audience?

Class Discussion:

Brainstorm the "What's In It For Me" (WIFM) for each audience and each product.

Students
Parents & Grandparents
Local Businesses

Where is our Audience? How can we reach them?

Students:

At school
At school events
On social media
On email

Parents (etc):

At some school events
School's website
Email
Social Media?

Local Businesses:

Restaurants
Realtors
Gyms
Theaters
Others?

Defining our SMART Goals!

SPECIFIC

MEASURABLE

ACHIEVABLE

RELEVANT

TIME-BOUND

Increase Yearbook early purchase sales XX% by January 1st
Increase all Yearbook sales XX% by March 31st

How are we going to get there?

Build a Sales and Marketing Calendar and Project Plan
Work backwards
- Calendar of important dates
- Define all marketing/sales campaigns you’d like to have and how long they will take
- Block out the time on your calendar for how long it will take.

Rise Above the Noise: Rule of 7

How many times does someone need to see something before buying?

In today’s digital world, a lot more than 7!

We need to be Clever!

You can’t bore people into buying.

Be Engaging!

Get your audience engaged with the yearbook often.

Show up where they are...

Call to Action!

What is a Call to Action?

It's a piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive (e.g. buy now or click here ).

Include a CTA at each touch point.

What do you want them to do?