MODULE 21: FINANCES

Day 9: Finances

Finances

A _________PLAN gives

direction to a yearbook

staff’s efforts.

A GOOD PLACE TO START IS A MISSION STATEMENT.

THE MARKETING PLAN COMBINES EDITORIAL AND BUSINESS ASPECTS OF YEARBOOK PRODUCTION.

THE BUDGET SETS OUT REALISTIC EXPECTATIONS FOR EXPENSES AND INCOME.

Finances

Estimates of all expected

operating EXPENSES

must be part of the budget.

ESTIMATING EXPENSES BEGINS WITH THE FIGURES FROM LAST YEAR.

PRINTING IS THE BIGGEST EXPENSE IN A YEARBOOK BUDGET.

THE EXPENSE OF SPECIAL EFFECTS AND MATERIALS MUST ALSO BE CONSIDERED.

OTHER EXPENSES BECOME FACTORS.

Finances

Projected ______

figures must meet or

exceed the expenses.

EFFECTIVE SALES AND MARKETING CAMPAIGNS GENERATE MOST OF THE INCOME.

FUND-RAISERS OFFER ANOTHER OPTION FOR MORE INCOME.

Expenses of Special Effects:

1) _________– include special materials, foil, grain, and embossing/debossing, varnish, quarterbound, customized metaline, tip-ons, die cut, padded cover, protective covers and personalization.

2) Endsheet extras – include process colour, die cut, foil, fold out, and short trim.

3) ______________– include metallic links, duotones, tip ins, special papers, varnish, uv coating, autograph pages and photo holders.

4) Colour Pages – 8 pages of colour cost $1000Other expenses:a) Photography – cameras and other equipment, supplies, processing

costs, scanner.b) Technology - equipment, supplies and software.c) ___________– materials, postage and telephone, office supplies.d) Staff Enrichment – incentives, rewards, field trips, workshops,

conventions, scholarships.

Yearbook Campaign

Planning a marketing

campaign starts with listening to

CUSTOMERS.

RESEARCH REVEALS WHAT THE MARKET WANTS AND NEEDS.

THE NEXT STEP IS APPLYING THE RESEARCH FINDINGS.

EFFECTIVE MARKETING INCLUDES OVERCOMING OBJECTIONS TO BUYING THE PRODUCT.

Day 9:

Focus Topics:- Finances- Yearbook Campaign- Advertising- Distribution

MODULE 22: YEARBOOK CAMPAIGN

Day 9: Yearbook Campaign

Yearbook Campaign

Planning a marketing

campaign starts with listening to

_____________.

RESEARCH REVEALS WHAT THE MARKET WANTS AND NEEDS.

THE NEXT STEP IS APPLYING THE RESEARCH FINDINGS.

EFFECTIVE MARKETING INCLUDES OVERCOMING OBJECTIONS TO BUYING THE PRODUCT.

Yearbook Campaign

____________strategies

let the customers know they will get what

they want.

THE BASIC CHALLENGE IS COMMUNICATING FEATURES AND BENEFITS TO POTENTIAL CUSTOMERS.

STRATEGIC MARKETING MEANS MATCHING TACTICS WITH THE NEEDS AND DEMOGRAPHICS OF CUSTOMERS.

Yearbook Campaign

___________the product

before delivery maximizes sales.

CREATING THE NEED TO BUY AT DIFFERENT TIMES OF THE YEAR LEADS TO STRONGER SALES.

ALL POTENTIAL BUYERS IN THE SCHOOL COMMUNITY SHOULD BE CONSIDERED.

THE SEARCH FOR POTENTIAL BUYERS EXTENDS BEYOND THE SCHOOL.

DOCUMENTING SALES AND KEEPING COMPLETE, ACCURATE RECORDS IS CRITICAL.

MODULE 23: ADVERTISINGAdvertising

Advertising

Organizing an advertising __________leads

to success.

COORDINATING THE EFFORTS OF THE SALES STAFF IN ADVANCE PAYS OFF.

AN ADVERTISING SALES KIT ORGANIZES IMPORTANT INFORMATION FOR SALES STAFF.

Advertising

Success in _______

ads comes from an informed, businesslike

approach.

THE SALES CALL BEGINS WITH PERSONAL CONTACT.

THE FOLLOW-UP TO THE SALES CALL IS ALSO IMPORTANT.

Advertising

Creative ad DESIGN

interests readers and satisfies advertisers.

THE DESIGN CLEARLY COMMUNICATES THE MESSAGE OF A BUSINESS AD.

OTHER TYPES OF ADS PRESENT DIFFERENT MESSAGES.

AdvertisingINTERESTING READING: Feature coverage increases readership of advertising spreads.

AdvertisingCOLORFUL: Full-color is popular with many business advertisers.

AdvertisingCONTENT MODULE: Adding coverage to the advertising section doesn’t require a lot of space.

AdvertisingSPACE FOR SALE: Groups with special content needs often purchase advertising space.

AdvertisingSPACE FOR SALE: Groups with special content needs often purchase advertising space.

AdvertisingCONSISTENCY: Colorful borders add consistency and label the personal ad blocks.

MODULE 24: DISTRIBUTION

Day 9: Distribution

Distribution

With careful PLANNING,

distribution runs smoothly.

RECORDS MUST BE IN ORDER TO AVOID CONFUSION.

KEEPING TRACK OF THE BOOKS THEMSELVES IS IMPORTANT.

THE SETUP SHOULD MAKE IT EASY FOR CUSTOMERS.

Distribution

Turning yearbook distribution

into an ________builds excitement about

the product.

PLANNING THE EVENT LIKE A PARTY MAKES IT FUN FOR STAFF AND CUSTOMERS.

SPREADING THE NEWS ABOUT THE DISTRIBUTION HYPES THE EVENT.

THE EVENT COULD ALSO BE A FUND-RAISER FOR THE YEARBOOK STAFF.

Distribution

Distribution provides an

opportunity to ___________

_the efforts of the yearbook

staff.

WATCHING THE REACTION OF SATISFIED ______________IS REWARDING FOR STAFF MEMBERS.

YEARBOOK SHIRTS OR HATS MAKE IT EASY TO IDENTIFY STAFF MEMBERS.

ACCOLADES TO THE STAFF COULD COME FROM A VARIETY OF ACTIVITIES.

RECRUITMENT MIGHT BE AN ADDED BENEFIT.