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INSPIRE
Volume 2, issue 2
Spring 2009
a magazine for yearbook advisers, by yearbook advisers
Streamline
Your Production
Inspire_Spring 2009_COVER.indd 1
Meet Your
Yearbook
Budget
FUNdraising
Recruit
Quality Staff
Design
Inspiration
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Organization and
S t a ff M a n a g e m e n t
4
Simply the Best
Recruitment strategies to ensure a quality staff
Michele Jerrells
Murray Middle School, Stuart, Florida
6
Meeting the Budget
Creative approaches, along with persistence, pave
the way
Candi Tucker
Ayden-Grifton High School
Pitt County, North Carolina
2
Feature Story
Organized Chaos
Creating balance in the yearbook project
Melissa Babb
Greeneville High School, Greeneville, Tennessee
Inspire
Spring 2009
Sales and Marketing
8
Get It While You Can
How to pump up your yearbook sales
Matt Smith
Tarboro High School
Edgecombe County, North Carolina
11
Yearbook FUNdraising
Three ideas that work
Ellen Bredeweg
Palm Springs Middle School
West Palm Beach, Florida
14
What’s In It For Me?
Cashing in on tried and true sales techniques
Charles E. Cauley
East Boston High School
Boston, Massachusetts
Welcome to the spring edition of Inspire, a nationally
distributed magazine devoted to all things yearbook.
In this edition, advisers present ideas to keep your staff
active and engaged at the end of the school year and
strategies to get your 2010 yearbook off to a great start.
Read on and we’re sure that their ideas will leave you
motivated, enlightened, and INSPIRED!
Yearbook Theme
and Design
16
Selecting a Theme and Making It Matter
Magazines and ads are a great starting point
Lindsay Rubenstein
Monarch High School
Coconut Creek, Florida
18
The Ultimate Inspiration-Best of Volumes winners
Inspire is published two times a year by Lifetouch National School Studios as a
service to yearbook advisers and staff members. If you have questions about content
in Inspire, or if you are interested in submitting an article, please e-mail
Yearbooknews@lifetouch.com.
Colophon
The Inspire cover is printed on 100# FLO Gloss Cover using four-color process and
gloss aqueoces. The contents are printed on 80# FLO Gloss Text using four-color
process and Gloss Varnish. Fonts used include Flareserif for headlines, Syntax for
subheads and Adobe Garamond for body copy and captions.
23
Spotlight on…
Glenn Morgan, a yearbook adviser with 34 years
of experience shares his perspective on the yearbook
process as he prepares for retirement.
Inspire • Spring 2009
Inspire_Spring 2009_guts.indd 1
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A
Adviser Melissa Babb with her 2008-2009 Auctioneer
yearbook staff.
ttention all yearbook advisers: there is life
out there! With just a few changes in the
classroom, support from administration,
and a little dose of stick-to-itiveness, being
a yearbook adviser can be more pleasurable
and rewarding. If you are a new adviser,
you’re not alone in feeling overwhelmed.
I spent the better part of seven years trying
to figure out a way to balance being a wife,
mother, teacher and a “small business
(yearbook) manager.” I, too, began to
have stress-related health issues from
long hours in front of the computer. To
add insult to injury, I felt I was doing my
family and students an injustice, as I was
consumed with yearbook responsibilities
all day, every day.
What’s a dedicated, conscientious teacher
to do? Find a way to make it work! Like
any business, there are several factors
that play a role in success. This year I
focused on organization and balance. For
examples of checklists, rubrics, and other
forms I refer to in this article, please visit
my homepage (http://ghs.gcschools.net,
click on “Clubs and Organizations” in the
menu on the left side of the page, click on
“Yearbook” and then click on “Forms”).
Feel free to download and modify the
forms as you see fit.
C LA S S ROO M
ORGANIZATION
I simply could not function to the best
of my ability amid the chaos in my
classroom, especially the yearbook corner
of the room. Utilizing funds allotted to
teachers from the state of Tennessee,
Organized
Chaos
I purchased cubbies that serve as a
central communication location for my
staff members. The cubbies are used as
mailboxes. When baby ads or business
ads are delivered, I just skip over to the
cubbies. When I receive emails referring
to scheduling, ads, or quotes, I print
them off and place the correspondence
in the appropriate mailbox. Extra cubbies
are used to store forms used by the staff,
newspapers, extra paper, envelopes, etc.
This concept has kept my staff organized
and freed my classroom of clutter. It’s
fun to watch my staff go straight to
their cubbies to check for notes. Every
once in a while, I’ll leave them a treat!
As well, every once in a while, I leave
them ultimatums!
PI C TURE S
Pictures here, pictures there, pictures
everywhere. I had to quickly nip that
one in the bud. Picture deadlines must
meet certain criteria, depending on the
assignment. Each editor prints his/her
pictures in thumbnail view and tapes
them to forms. On the forms they label
the pictures with three facts not obvious in
the picture. They then burn the pictures
to CD, and file the pictures in cabinet
drawers to share with other students.
Chief Editor Beth Ann Collins is at the helm. This is
Beth’s third year on the Auctioneer staff.
Creating balance in
the yearbook project
Melissa Babb
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3/24/09 11:49:57 PM
Students pictured in the yearbook are
restricted to two candid shots. This
restriction promotes coverage of more
students throughout the school, which is
a staff goal.
A S S IGN M ENT S
After the first two weeks of school, each
staff member (except the chief editor)
is assigned spreads for the entire year.
This year, I bought folders and labeled
each with the spread name, deadline
information and page numbers. I stapled
spread specifications in the center, along
with a checklist that served as a reminder
to index and check off names in the candid
shot list. Each editor is responsible for
taking pictures, writing, interviewing,
Staffers are required to label pictures using a special
form with three facts not evident in the picture itself.
etc., and keeping that information in the
assigned folders. Each deadline has three
mini-deadlines: a picture deadline, a
caption deadline and a final draft deadline.
A tenured editor makes sure each editor
meets deadlines and reports their progress
to me.
S PREAD S
A copy editor proofs captions and copy.
The editors are allowed to turn in a draft
to the chief editor three times. The chief
editor uses a simple rubric to grade their
drafts; the final draft grade is an average
of the three grades. I grade the final spread
using the same rubric as the chief editor.
This process saves a great deal of time and
headache because I only grade spreads once
they are polished.
OTHER S TA F F
RE S PON S IBILITIE S
At the end of each day, staffers fill out a
“time card” called Daily Duties. On this
form students post their activities for the
day. Each staff member has additional
“work environment” responsibilities.
Staffers volunteer at the beginning
of the year to be responsible for the
following: taking attendance, cutting
out school-related newspaper articles,
straightening work areas, putting chairs
up, turning monitors off, logging off the
yearbook drive and collecting trash. Their
volunteerism helps me out at the end of the
day and teaches them to take ownership of
their surroundings.
Staffers browse through the local newspaper for
Greeneville High School news. The articles are often
used as resource material for their spreads.
BALAN C E
Overtime is expected for teachers and
yearbook advisers alike, but there must be
balance. In order to achieve better balance,
I followed the simple credo: you must ask
if you expect to receive. Thankfully, the
administration at Greeneville High School
heard my plea and granted me an extra
planning period during the first term to
work on yearbook. They also permitted
office helpers, who happen to be a couple
of prized yearbook staffers, to work an
extra period each day on yearbook. I’ve
found each year becomes more balanced
and tolerable than the year before. It may
take a few days of your coveted summer
break to organize, but it will be well worth
the extra effort. Keep your eyes on the
prize, which in my case is the next edition
of The Auctioneer.
Melissa Babb teaches business classes
and advises the yearbook program at
Greeneville High School in Greeneville,
Tennessee. The 2007 and 2008 editions
of the Auctioneer received Honorable
Mention awards in the Lifetouch Best of
Volumes contest. I
This is an example of the different requirements for picture assignments. For example, this picture is taken at
a different angle.
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Simply
the Best
Recruitment strategies to
e n s u r e a q u a l i t y s t a ff
Michele Jerrells
T
he first year that I worked on the yearbook was
definitely a learning experience. At our school,
yearbook is a club that meets before school once
a week. That first year the basic policy was to
accept almost everyone who showed up for the
club. There were two students who worked on
the staff the previous year who were chosen
by the adviser as co-editors in chief. At first,
about thirty students showed up, but quickly
those numbers began to drop until it seemed to
be just me and one of the editors at meetings.
I knew things had to change.
eighth grade club members who are moving on
to high school.
Returning members
provide experience
My first year taking over the club I decided
that I needed to have a group of experienced
students that I could depend on, as well as some
fresh new members each year. In past years,
students were all recruited equally with nobody
guaranteed membership. I decided that each
year I would keep returning club members who
again showed interest in the club. That way, I
would always have some experienced staff to
help train new students. Also, students who
want to return bring a sense of commitment
that helps make a strong staff.
applications set
the stage
At the beginning of the year I invite interested
students to come to an informational meeting
through announcements on our morning show
and posters hung in the common areas. At
the informational meeting I explain roles and
responsibilities of club members and allow the
editorial staff to speak. At the end of the meeting
I distribute applications to the students.
E d i t o r i a l s t a ff
increases involvement
With more experience, I have expanded this
idea to include an editorial staff made up of
returning club members who act as section
editors. These individuals are overseen by the
co-editors in chief. I believe that even though
yearbook is a business, it should be studentdriven as much as possible. The editorial staff
increases the role of students and allows for
excellent leadership opportunities. In fact, the
editorial staff is chosen for the most part by the
4
Students who wish to take on these roles meet at
the end of the year, compete for editor roles, and
even begin to brainstorm possible themes for the
next book. Senior and returning members vote
on the editorial staff for next year. If we have a
difficult time choosing the new leaders for the
next year, we hold a contest in which students
pick a theme and show how they would carry
it out with a mock yearbook.
The application at first just included a section
for teacher recommendations, a copy of the
student’s class schedule and a place for parents
to sign, indicating that they knew when
meetings would be held and that they agree to
get students to club on time. The application
has now grown to also include a request for five
photos taken by the student or a writing sample
based on a picture or photo.
The most important part of the application
process is the non-negotiable deadline to submit
completed applications. Applications allow me
to assess how seriously students take deadlines
and view recommendations, as well as give me a
glimpse into writing or photography talent.
3/24/09 11:50:02 PM
“Even though yearbook is a business, it should be
student-driven as much as possible. The editorial
staff increases the role of students and allows for
excellent leadership opportunities.”
Narrowing down to a
d e d i c a t e d s t a ff
Once applications are in I check to make sure
that they are complete and begin to look through
the writing and photo samples. If I still have a
hard time narrowing down my numbers I use a
layout creation exercise to help me decide. I give
the prospective members some instructions on
how to create layouts and then have each student
create their own. With the returning members, I
judge the layouts and pick the best staff possible.
I have found that it is better to have a small
dedicated staff than a large staff of students
who don’t take their yearbook responsibilities
seriously.
Since I teach at the school, many of my students
want to join yearbook staff. I am very careful
to be as critical with the applications from my
own students as I am with students from other
classes. I feel that it is very important to have a
diverse staff that is willing to create a book that
represents our diverse student body.
Yearbook is a business as well as a piece of history.
I very strongly express to all students interested
in being part of the yearbook staff that our book
represents our school and is in no way a place to
showcase only their friends. I have told students
that they are welcome to plaster their friends all
over the book only if they plan on purchasing
every book themselves. This usually drives home
the reality that we are not only trying our best
to accurately portray a year at our school, but to
also sell books.
Michele Jerrells teaches science and math at
Murray Middle School in Stuart, Florida, and
has advised yearbooks for five years. She has won
numerous awards, including Teacher of the Year
at her school in 2006. I
creating an a+ staff
1. Invite returning staff members and gain from their experience
2. Introduce an editorial staff to make it a student-run business
3. Set the stage with a comprehensive application process
4. Narrow the staff to a small group of dedicated and talented members
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3/24/09 11:50:04 PM
Creative approaches,
along with persistence,
pave the way
Meeting
the Budget
Candi Tucker
B
udgeting for a yearbook can be as
difficult as planning the Congressional
bailout stimulus package. But there
are ways to meet, or even exceed, the
magic budget number.
Our school is the smallest in the district
with little industry in the community
to support us. There is little retail and
marginal population growth. Plus, I’m
new to the school, the area and to the
yearbook team. It sounds like a recipe
for disaster but we are making it work.
Here’s how.
Book Sales are Half
the Budget
Half of our budget is from book sales.
Looking at past years’ sales, we decided
to continue ordering the same number
of books but to increase our price in
staggered amounts. Our representative,
Mary Lee, told us that our book had
sold for the same price for the past
four years even though our costs had
increased. We had to change. We
offered last year’s price for a month,
then added five dollars until the end
of the semester. Once the books come
in, we will sell for five dollars more.
That means we started at $50, then
$55, and will sell at $60 in May. That
gives our students, and their parents,
the opportunity to still buy at a lower
price if they act quickly but gives us
the opportunity to make $10 more for
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students who typically wait. That could
easily give us $1,000. We’re planning
to continue this staggered pricing
next year.
Ad sales
The other half of the budget comes
from ads, which make up a quarter of
our pages. We kept prices the same
this year. Although we would really
like to increase those prices a bit, the
economy just won’t allow it. We
divided businesses into categories and
assigned each staff member a group
of businesses: banks, real estate, retail,
lawyers, doctors and dentists, churches,
restaurants, and cars including body
shops and dealerships. We have to call
and visit the larger city in our county,
which takes more work, but that’s what
we need to convince the students to do:
keep working.
Detailed tracking helps determine yearly expenses.
Our senior ads constitute about half of
our ads. They have the same price as
business ads. We sent notes home and
used the call system but these ads are
not generally hard to sell. We let parents
who were shocked at the full page price
know they could split the cost with
grandparents or aunts and uncles. That
gives us a few more senior ads than we
probably would if parents had to do it
on their own.
3/24/09 11:50:06 PM
Page Sponsorships
Provide Revenue
We also instituted a new ad approach
this year. We offered businesses the
opportunity to sponsor a page for
much less than a full page ad would be.
We make some easy money without
having to dedicate an ad page that we
can still sell to someone else for more
money. We include a one-line “This
page sponsored by …” at the bottom.
A local church sponsored the summer
page, which included their mission
trip, while another business sponsored
the senior picture. We hope to build on
this next year after people see how we
did it. It would be great to have nearly
every page sponsored by someone.
Fundraising
Selling every book and every ad page
just meets our costs. We do not have any
extra money for workshops, supplies,
even postage. So we will host fundraisers
this year to earn a little spending cash.
We are selling copies of our pictures.
We took the senior picture rather than
having a professional do it and we are
selling poster size enlargements for a
nice profit. We will have class night
at some of the restaurants that donate
a percentage of the night’s sales to the
group.
Next year we hope to get a head start on
our money by offering a package deal
to seniors when they come in for their
senior portraits. We will offer the Senior
Ad and book for a set price, a little less
than if purchased separately later. We
are going to push the page sponsorships
more, now that we’ll have an example
to show buyers. And of course we’ll still
call and visit all our previous supporters
and any new businesses that may come
to our area.
with our progress this year. The students
are much more invested in the book
this year. Their incentive? Sell $1,000
in ads or books and receive a free book.
It seems to work since half of them did
not have to pay for their order.
Asking anyone for money right now
takes guts. So many businesses have cut
back or their budgets are frozen, but
most want to help if they can. We just
have to keep calling–and we can make
our budget. You can, too.
QUICK TIP: To increase
ad sales, let parents
know that they can split
the cost of a full-page
ad with grandparents,
aunts and uncles.
Candi Tucker teaches history, English
and yearbook at Ayden-Grifton High
School in Pitt County, North Carolina.
She is returning to yearbooks after
having been the adviser in another high
school for two years. I
Senior ads are generally easy to sell to families
and generate good revenue.
Looking ahead
Last year, we didn’t make budget. I
assumed the yearbook project midyear and discovered that the students
were not interested in selling any ads
beyond what they had done for the
previous teacher. My principal paid the
difference but has definitely kept up
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3/24/09 11:50:07 PM
A
misconception often exists among
yearbook advisers that creating great
yearbooks is the key to selling them. The
better the yearbook, the better the sales,
right? Not always so. Every yearbook
program needs a well-developed and
articulated sales strategy that, in Steven
Covey’s words, “begin(s) with the end
in mind.” Here’s how one small school
in a high-poverty, rural area of North
Carolina maximized their yearbook sales.
S t a r t S u mm e r
Ads Early
Over the summer, our staffers pound the
streets to generate as much ad revenue
as possible. We begin in mid-June, and
our goal is to be the first high school in
our area to approach each potential ad
sponsor. We generate our list of contacts
using the local Chamber of Commerce
membership roster, but we also approach
national chains with local franchises
and work their corporate ladder until
we find the right person to say “yes.” In
addition, we brainstorm connections that
our staffers have with the local business
community, so we know which staffers
are most likely to close the deal with each
business sponsor.
This year, our successful summer ad
sale raised $6,500, equivalent to half of
our yearbook budget, and allowed us to
heavily subsidize every yearbook sold
at our school. Strong summer ad sales
make yearbooks much more affordable
and serve as the springboard to our
entire year.
Set Goals and
Deadlines
We set a yearbook sales goal and
announce that goal to everyone who will
listen: students, parents, faculty, even our
business sponsors. This sales goal gives
us all something to work for, but it also
communicates to students that yearbook
quantities are limited. Sales posters are
hung all around school: “Only 200
Yearbooks Available; Get Yours Now!”
As sales accumulate, we announce how
many books have been sold: “165 sold,
only 35 left!” This promotional campaign
creates a mild panic as students clamor to
get in on a good deal. In addition, we set
a final deadline in early February for all
yearbook orders. This year, we recorded
ten percent of our total yearbook orders
on February 6, our sales deadline!
Start Sales with
a Bang
We kick off our annual yearbook sale at
our fall open house with an “Early Bird”
sale. This sale is a one-day event where
a limited number of yearbooks can be
purchased at a steep discount. To receive
the Early Bird price, payment must
be made in full at the time of purchase
(no deposits). We generate interest by
utilizing our Connect-Ed® message
system to call all parents to announce our
yearbook sales start date. We customize
each message to the particular perspective
of each class of students, especially the
rising freshman and senior classes. This
year, we sold our first 50 yearbooks in the
first 50 minutes of our Early Bird sale!
S c a ff o l d P r i c i n g
Yearbook prices go up the next day after
the Early Bird sale. We scaffold pricing
in increments of five dollars as yearbook
sales accumulate. This year, our first 50
yearbooks sold for $35, our next 50 sold
for $40, the following 50 sold for $45,
and our final 75 sold for $50. Students
learn quickly that the longer they wait
to buy their yearbook, the more it is
going to cost. Scaffolded pricing creates
a sense of urgency, which generates sales.
After the Early Bird sale, we accept a
$20 deposit for yearbooks and ask that
remaining balances be paid off before
Christmas break.
The Tar-Bo-Rah Yearbook Order Form clearly states
the number of yearbooks left to order, creating a sense
of urgency.
Get It While
You Can
How to Pump Up Your
Yearbook Sales
Matt Smith
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3/24/09 11:50:08 PM
H o n e Y o u r M e ss a g e
Our yearbook staffers wear staff T-shirts
every Friday that say “You’re In It…”
on the front and “Do You Have It?” on
the back. We print these bold, attractive
shirts in school colors, and our staffers are
often approached by students who ask
about the shirts. This gives us a chance to
promote yearbook face-to-face with other
students and to create excitement. We
also encourage our yearbook staffers to
ask their friends, “Hey, have you bought
your yearbook yet?” In our intercom
and Connect-Ed® announcements, our
message is simple and consistent: you
want what we have to offer, so don’t miss
out!
Work the Freshman
a n d S e n i o r C l a ss e s
We target the freshman and senior classes
for special yearbook promotions. Parents
of rising high schoolers want their kids to
participate fully in all aspects of school
life, so they often feel a unique obligation
to purchase yearbooks for their freshman
students. Once freshmen purchase their
first yearbook, they are more likely to
purchase one every year. Likewise, seniors
feel a special regard for their final year in
high school, so we distribute yearbook
order forms to senior homerooms that
include a list of which seniors have bought
a yearbook. This strategy really generates
buzz among the senior class about their
final high school yearbook.
The yearbook staff created a faux yearbook spread to
promote yearbook sales during Homecoming. Students
were excited to see themselves in print.
Yearbook staffers wear T-shirts that promote the yearbook sale every Friday. They are often approached by students
asking about the shirts, providing a chance to promote the yearbook face-to-face.
HomecominG
More than any other event, Spirit
Week and Homecoming present great
opportunities for yearbook staffers to be
highly visible as they take hundreds of
pictures of the parade, football game, and
student body. The following week, we sell
pictures from Homecoming Week during
lunch for one dollar each, which creates
great opportunities for our staffers to
promote the yearbook to other students.
We also make several promotional
yearbook spreads about Homecoming
and post them around the school. These
spreads get kids really psyched to buy
a yearbook.
Tease Your Audience
When our staffers complete our first
submission, we make color copies
and post them in the lunchroom and
hallways. When kids see themselves in an
actual yearbook spread, they often make a
bee-line to order one. We also begin to
cross-reference our lists of which students
have ordered a yearbook with which
students are pictured in our spreads.
When we find kids pictured who have not
placed an order, we send them an order
form with a note: “Hey Joey, just wanted
you to know that your picture is on the
Work and Play spread on page 47.” If
Joey still does not order a yearbook, we
mail an order form home to Joey’s parents
with a similar note.
Cover All Your Bases
We try to maintain redundant systems
of communication. The Connect-Ed®
phone messages to people’s homes are
followed by daily intercom messages.
We post signs in the hallways and mail
yearbook flyers home. Homeroom
teachers distribute order forms, and we
visit classrooms to deliver personalized
notes to students. We do not want any
student to miss the opportunity to
buy a yearbook, but we also want that
opportunity to be time-sensitive and
urgent. When students sense that more
demand than supply exists for yearbooks,
sales go up.
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3/24/09 11:50:13 PM
Deliver on Your
Promises
If you run a great promotional
campaign but produce a lousy yearbook,
your student body will feel not only
disappointed but betrayed. By contrast,
an awesome yearbook validates that all
of your promotional messages were not
just propaganda. Next year, students
will be banging down your door to buy
their yearbooks.
Get the Right People
on the Bus
Yearbook is a club at our school, not a class,
so we look for staffers who are willing to
eat, drink, breathe, and sleep yearbook all
year long. We decline yearbook applicants
who are over-extended by involvement
in too many sports, clubs, and other
priorities. Instead, we want kids who are
juiced up about yearbook and can focus
their entire energy on only our project.
Their high-octane energy generates
interest in yearbook from the overall
student body, and that leads to increased
sales. More than any other aspect of our
sales strategy, a great yearbook staff makes
10
yearbook a vibrant part of high school
life, and owning a yearbook becomes a
tradition.
Matt Bristow-Smith is the North
Carolina North Central Region Teacher
of the Year for 2008-2009 and a National
Board Certified teacher. He teaches
English and co-advises the yearbook
program at Tarboro High School in
Edgecombe County, North Carolina. I
Their (staffers) high-octane
energy generates interest in
yearbook from the overall
student body, and that leads
to increased sales.
A great yearbook staff that is engaged is the most important aspect of a strong sales strategy.
3/24/09 11:50:14 PM
Yearbook
FUNdraising
T h r e e I d e a s t h a t WORK
Ellen Bredeweg
“M
3 good reasons to host
yearbook FUNdraisers
1. Offset the price of the book
to students
2. Add enhancements or
upgrade to a color book
3. Purchase equipment, such
as digital cameras
oney, money, money, money…Money!” sings a familiar Broadway
musical. As a yearbook adviser, I want to be concerned solely with the
creation of a photographic memory book, but I cannot avoid the obvious
need for yearbook fundraising. Nine years ago, when a fellow teacher and I
took over our school’s yearbook, we discovered just how much we needed
to do our own fundraising–the yearbook account was $12,000 in debt.
I have three tried and true fundraising ideas, one of which may fit perfectly
with your school’s needs. We used all three of these methods, and we were
totally debt free only a year and a half later.
Sweet and simple—sell candy!
Let’s start with the simplest plan: sell candy. Get a wheeled cart with shelves
(a media cart will do) and cover three sides with clear plastic, like laminating
film, to keep your candy secure from sticky fingers. Candy and chips from
Costco® are cheap and yield the most profit. Candy bars are popular items
too, but the profit margin is not as high. Roll out your candy cart every
afternoon at the dismissal bell. Find a location that is high traffic, like the
bus loop or the parent pick-up area. You can also set up at sports events if
there’s no competition from a concession stand. Prices were the following:
chips, 50 cents; lollipops, 25 cents; candy bars, 75 cents. We clear over
$2,000 every year with just after-school sales. Inspire • Spring 2009
11
3/24/09 11:50:15 PM
Do the math
c h ec k o u t h o w mu ch
y o u c o u l d r a is e i n
a ye ar !
Candy Sales
Walk-a-Thon
Host a Trip
$2,000
$5,000
$2,400
Total Raised
$9,400
Host a walk-a-thon
Plan two is more complicated, but with more planning and
effort comes more profit, so it’s worth it. Do a walk-a-thon.
There are fundraising companies out there that will do all
this work for you, but they’ll take most of your profit. Do
your own planning and keep all the profit! You’ll need an
incentive to lure students into participating. We’re in south
Florida and have a dress code that prohibits shorts. Since we
held the walk-a-thon in September, our students participated
just so they could wear shorts to school. Of course, there were
the additional enticements of winning prizes and getting out
of class.
We created our own flyers, pledge cards and lap counting
cards. In order to walk, students had to bring in a minimum
$10 pledge. Prizes included cash (or gift cards) for the three
students who brought in the most pledges (above $250), a limo
lunch trip for the top seven students, and an ice cream party
for the homeroom in each grade level with the top percentage
of pledges.
Here are some of the details surrounding our walk-a-thon.
•
Local radio DJ’s will come without charge for this type of event because it’s good publicity, and they provide the music for walking. They also like to give away promotional items like their T-shirts and bumper stickers.
•
Pledges were brought the day of the event and given to first hour teachers, who checked the names of students and gave
out tickets. We didn’t burden teachers with the responsibility of counting money. Pledges, class lists, and leftover tickets were collected during first hour.
•
Each grade level walked at a different time during the day, and each was assigned a different color ticket. We walked laps on the P.E. field, with water available during the 45 minute walk and popsicles handed out to all participants as they completed their walk.
The profit you could expect to generate with a walk-a-thon
would depend on your school’s population. We had over 1,500
students, and each walk-a-thon netted $5,000 to $7,500. From
that total we used about $700 for prizes and other expenses.
Many of our students got parents to donate the minimum $10
so they could wear shorts and get out of class!
A walk-a-thon is a great way to involve the entire school
in yearbook fundraising.
12
3/24/09 11:50:18 PM
Take to the road
Plan three can also bring in hefty profits: Do a trip. Many
schools are within two to three hours driving distance of an
amusement or theme park. Of course, in south Florida, we
have all the Orlando theme parks to pick from, but there are
many more throughout the country that would work for you.
A combination flyer/permission slip advertises the Saturday trip
as a fundraiser open to students, family and friends. The $75 we
charge covers the reserved seat for the round trip on the bus and
the entrance ticket into the park.
How does the trip work? Theme parks will offer group rates,
usually giving away one complimentary ticket for every 10 paid
tickets (tax exempt, of course). We use a charter bus company
so we can sell individual seats. For maximum profit, try to
find a company that uses 57-passenger buses so you can sell
53 seats. We have four chaperones per bus, limited to teachers
and their spouses or friends, never parents because chaperones
do not pay anything. It’s a long day, usually 6:00 AM to
11:00 PM, but chaperone duties are limited to the time on the
bus and occasional check-ins in the park. Students hang out
with friends or family during the day. Even in today’s tough
economy, we sold all available seats
on four buses in November, 2008,
clearing over $2,400 – in spite of
paying higher prices for the charter
buses due to gasoline surcharges.
Our only expenses were tips for the
drivers (we paid each $40 ) and token
chaperone gifts purchased at the
theme park. Best of all, the students
love the trip and look forward to it
every year.
Why do fundraisers? It’s unlikely that
you have anything like the debt we
started with, but everyone has needs
and perhaps even a few “wants.”
One of the first goals for many
schools would be to reduce the
per-student book price to make
yearbooks more affordable for every
student, and the sale of yearbook ads
isn’t always enough to accomplish
that. In another scenario, you need a
good digital camera to take all those
awesome yearbook photographs, and
one of these money-making plans
would bring in the cash to get one.
Whatever your motivation might be,
I hope you have some fun in your
fundraising and lots of profit, too!
Ellen Bredeweg from Palm Springs
Middle School in West Palm Beach,
Florida, has had yearbooks receive
first and second place awards from the
Florida Scholastic Press Association
and first place, middle school
category, in the 2008 Lifetouch Best
of Volumes Contest. I
Hosting a trip to a local amusement park generates additional revenue
13
3/24/09 11:50:21 PM
Cashing in on tried and true sales techniques
What’s in it
for me?
Charles Cauley
I
have always loved the idea of creating
a product that people would want to
purchase. Spending almost an entire
year on the yearbook and then having
the excitement of its release was the
greatest payoff for me. The best way to
build an air of enchantment surrounding
the release date is a well-formulated
sales plan.
c o mm i ss i o n i s a
great incentive
The method that I use is not my own.
In fact, it is the oldest sales secret in
the business of sales: commission. The
more salespeople sell, the more they get
in return. From door-to-door vacuum
salesmen of the 60’s, car salesmen in any
era, to your local insurance agent, they
all have one thing in common; they earn
commission on the sale of their product.
I first tried the idea when I was an editor
in high school and then improved on the
plan as an adviser. I offer a five percent
sales commission on any item that we sell
in the name of yearbook–advertisements,
yearbooks or any other item that the staff
may sell. I do not pay in real cash, I pay
in Cauley Cash. These oversized bills
that bear my image are given to staffers
periodically to help motivate them.
They can be redeemed for yearbooks or
personal senior advertisements. Some of
my students, over the years, have earned
enough to purchase an entire spread
without any money out of pocket. The
important thing to remember is to award
the first round of commission early in the
sales promotion and then every other day
or class meeting thereafter to help keep
their eye on the prize.
14
Cauley Cash: students earn these oversized bills when they sell yearbooks. They can be redeemed for yearbooks
or senior ads
use all
means available
Of course, commission is only one aspect
of generating more revenue. There has to
be a marketing plan in place. Go all out
on advertising and marketing, and use
all means available to you. Have a tiered
sales program by offering the yearbook
at a $10 - $20 discount (depending on
your pricing) at the beginning of the year.
Have your staff ask teachers for a few
minutes at the end of each class period to
promote the book. Display a “Countdown
to Delivery Day” banner and update the
numbers daily so students will see. Use
BestSeller, Lifetouch’s Online Ordering
Program and its payment options offered,
to maximum saturation. Use contests
to promote your product, whether it is
BestSeller’s iPod® promotion, offering
a free book with a full-page ad purchase,
or other small giveaways. Take advantage
of students’ technological savvy when
marketing. This year, we conducted
a survey at the beginning of the year
and students were asked for their email
address. We received over 800 addresses
that we now use to announce picture
dates, due dates for ad materials, and for
other marketing efforts.
capitalize on color
This year was the first year that I was
able to offer a full-color yearbook. That
didn’t stop me from taking full advantage
of the opportunity that I saw for internal
fundraising. I decided to offer a color upcharge. I kept all of our ad prices the same
for black and white choices but added a
charge of 25 percent (on average) if they
wanted the book in color. This idea alone
helped raise over $1,500.
patron advertising
It took me a while to get patron
advertisements, but this second year of
implementation appeals to an interesting
demographic of advertisers. Sometimes
the prospect of purchasing even a small
1/8 page “business card” ad is too much
for some businesses or individuals looking
to support your cause. I took the idea
from fundraisers that I had attended (and
most college alumni associations). For
$20, we list an individual’s or a business’s
name as a supporter of the yearbook. The
patron space often only takes up a quarter
of a page. Based on our current pricing
structure, that would normally only
garner about $80 for a regular business
advertisement or senior send-off from
3/24/09 11:50:21 PM
Uncle Ted. This year, due partly to an
email marketing campaign to faculty and
staff, we have sold 36 patron ads for a
total of $720 so far.
In the end, it doesn’t matter what you
do to market the publication that your
staff works so hard to create, just as long
as you have a plan. The culture of your
school, the economic climate, and your
student body’s communication methods
will all dictate how successful your plan
will be. In this day of crazy television
and Internet marketing, and technology
coming out of our ears (literally), it is
necessary to be innovative and methodical
when planning how to reach customers.
For more ideas on sales and marketing,
be sure to attend the national Lifetouch
workshop this summer in Florida.
Charles E. Cauley is an assistant
headmaster and yearbook adviser at East
Boston High School in East Boston,
Massachusetts, with close to 20 years
of experience. I
Attend the 2nd Annual
Lifetouch Yearbook Workshop
July 29-31, 2009
Hilton at the Walt Disney World® Resort
Orlando, Florida
Join Lifetouch for three days to get the tools,
inspiration and tips to take your yearbook to the
next level.
• Only $99 per person if you register by May 15
($149 after this date). This price includes all of
the breakout sessions, the workbook and breakfast and lunch.
• Breakout sessions on design, coverage, writing,
theme and photography.
• Special hotel rates, only $99 per night (up to
four people per room).
Contact your Lifetouch yearbook representative to
learn more.
15
3/24/09 11:50:23 PM
Selecting
a Theme
& Making it Matter
Lindsay Rubenstein
S
electing a theme can be a daunting task that can divide your
staff or unite them. Experience has proven that every possible
bonding moment is essential to a successful yearbook program so
I try not to make the final decision. I force my editorial staff to
make a unanimous decision based on the “sales pitch” they receive
from the staff.
Th
an
The most important places
to let the theme take center
stage are on the cover,
endsheets, dividers, table of
contents, opening pages and
in the headlines, subheads
and general word choices
and color palettes.
Li
tha
Hi
ye
The entire function of a theme is to unify your publication. A
theme must be represented in words, shapes, colors, sizes, images
and tone. However, the most important places to let the theme
take center stage are on the cover, endsheets, dividers, table of
contents, opening pages, headlines, subheads and general word
choices and color palettes. What that looks and sounds like is
entirely up to you and your staff.
Specific examples have always guided me through the years.
Therefore, I would like to share our 2009 theme and the process
by which we reached our goals.
After flipping through several magazines an advertisement that
featured an image in a car’s rearview mirror sparked an idea.
This image fit with the concept of “Reflections.” We reworded
this very simplistic idea and settled on the title “In the Rearview.”
Our cover was created by Lifetouch Yearbooks Creative Services
Specialist, Matt Clayton. He utilized a photograph taken by a
very talented student, Michael Portugal, a senior at our school.
Ou
ref
the
art
vis
Re
rep
Ha
pla
Making the theme present in the book is not always as easy as
it sounds. The simplest method I have found is using only my
Senior Editor to create the cover, endsheets, dividers, and master
templates. Utilizing one person’s vision makes the book significantly
more uniform; it also takes a great deal of responsibility off the
shoulders of a generally stressed editorial group. While developing
strong leadership skills in these students, being an editor has its
downfall. Occasionally, the Senior Editor may meet opposition
from the rest of the team. When ideas in practice don’t match
the idea’s theory it is perfectly okay to revisit the theme campaign
ideas and revise your decisions.
16
M
mi
Ge
sch
see
stu
ha
be
sel
3/24/09 11:50:25 PM
The main image was captured directly behind our school
and the rearview mirror reflects the front of the school.
Your Perfect theme
in Four Easy Steps
My senior editor made two images of her side view
mirror for the endsheets. Our Lifetouch representative,
Geri Johnson, suggested we reshoot the image of a
school bus mirror not only because it’s bigger and you
see more reflection, but it is also an image that all
students can relate to. I find that my representative always
has cutting-edge ideas and helps me strike a balance
between creating an award-winning book and a book that
sells out.
Our word choice, coverage and custom templates all
reflect some aspect of students’ lives. Our take on this
theme has forced the yearbook staff to capture really
artistic photographs. We have dramatically improved the
visual appeal of the book based on the theme.
Remember, whatever theme your staff selects, it must
represent the school and be specific to this school year.
Have fun with it, be creative; there are a million ways to
play off of one idea or catch phrase.
Lindsay Rubenstein has developed a yearbook program
that engages and excites the student body at Monarch
High School in Coconut Creek, Florida. She has taken
yearbook sales from 250 books to over 400. I
1.Look at Your School
• Look at past year’s books and create a
list of likes and dislikes.
•Consider the mascot and school colors. Remember, tradition is important, but
fresh ideas sell the book.
•Consider your school or Principal’s
catch phrase for the year.
2. Get Outside Inspiration
• Look at the ideas provided by Lifetouch and adapt them to your school’s personality.
•Check out magazines and other pop-culture
materials. Get a feel for the colors, designs,
trends and catch phrases that emerge.
3. Choose a Word or Phrase that Works
•Agree on a word, phrase or idea that works
for the tone and personality of THIS
school year.
•Find every possible synonym or adaptation
of that word, phrase or idea.
4.Develop the Concepts and Pick a Winner
• Have each staff member present the editors
with a sales campaign for his or
her take on the concept:
- What should the cover and endsheets
look like?
- What is the tone conveyed?
- What colors best fit the idea?
- What does it sound like (headlines,
student life topics)?
• After presentations are made, editors
discuss the possibilities of the concepts in
a closed session and vote for the winner.
The “In the Reaveiw” theme was visually and verbally
supported in the yearbook.
17
3/24/09 11:50:31 PM
2007-2008
Best of Volumes
Winners
The journey to create a yearbook takes innovation, inspiration and hard work. Each year, Lifetouch recognizes schools’
tremendous efforts by sponsoring the Best of Volumes yearbook contest. This contest celebrates the many incredible
books that are created using the Volumes program and salutes the dedication of the yearbook advisers and staffs across
the country.
The winning yearbooks demonstrate excellence in many aspects, including: Concept and Theme, Design, Coverage,
Writing and Editing, and Photography. Each yearbook gives the reader a glimpse into the life and character of the
school in interesting ways. Look at the winners on the following pages and see how their creativity can spark your own.
2006-2007 Best of Volumes winners.
18
3/24/09 11:50:33 PM
Grand Prize Winner: High School Category
James C. Enochs High School
Modesto, California
Adviser: Tamra McCarthy
This one-of-a-kind cover
features four-color printing on
linen with a matte finish. The
word REAL is highlighted as
the focal point and the theme.
This school is new and only
has a freshmen and sophomore
class, but has had REAL high
school experience in its
short existence.
Personal sidebars bring the reader closer to the student and
their experiences and keep the reader engaged.
1st Place: High School Category
Hudson High School
Hudson, Wisconsin
Advisers: Debra Lee and Stephen Kennedy
2008 Gold Crown Winner
The cover showed the
word Epoch, a time of
noteworthy events and
developments, as the
theme, to memorialize all
the new developments in
their hometown.
The bold and colorful design elements of the cover are
carried consistently through the book.
This page, along with others,
is designed with grunge and
texture to show that there
is depth and texture in the
school and the students.
The great action photography and scoreboards throughout
the sports section give you a birds-eye view of the highlights
of the season.
19
3/24/09 11:50:37 PM
2nd Place: High School Category
Hercules High School, Hercules, California
Adviser: Natalie Wojinski
The cover proclaims that
Hercules is Exposed. The
theme was chosen to show
a different side of life than
might be shown on TV,
through the lens of
the camera.
3rd Place: High School Category
Union Grove High School,
McDonough, Georgia
Adviser: Tammy Legg
The Once Upon a Time
theme was introduced
with a traditional
leather-like cover
emobssed with a
storybook image.
The opening pages with the dominant photo and story
explain the journey that this yearbook will take the reader on.
The story begins on the endsheet with copy that whimsically
reinforces the storybook theme. Compelling photography
kicks off the excitement the reader can expect to see in the
coming pages of this yearbook.
The writing in the headline and story tackle students’
real-life issues. Powerful photos bring it all together.
This spread includes a strong dominant photo and engaging
copy that really tells the story. A top ten list and student
Q&A’s capture the personality ofthis school’s senior class.
20
3/24/09 11:50:43 PM
ly
g
Grand Prize Winner: Middle School Category
Oslo Middle School
Vero Beach, Florida
Adviser: Rosie Haas
The vibrant hip-hop
magazine cover belies
the enthusiasm of the
students. The endsheets
and Table of Contents
reinforce the hip-hop
and magazine theme.
1st Place: Middle School Category
Palm Springs Community Middle School
West Palm Beach, Florida
Advisers:
Ellen Bredeweg and Kenneth Dowling
The cover shows the
theme “The Right
Combination” with the
lockers and the mascot of
the school. “The Right
Combination” relates to
the teachers, students and
events that create positive
learning experiences.
The unique layout of these pages and the personal quotes
give a glimpse into the students’ motivation.
The calendar pages, featuring unique photos and layouts,
enumerate the many events that took place in the school.
The emotions and competitiveness of the students are
highlighted with good photography and well-written stories
in this section’s layouts.
The coverage in the Clubs and Organizations section is
expanded through the use of sidebar stories and captions
that show attention to writing.
21
3/24/09 11:50:50 PM
2nd Place: Middle School Category
Thornton Academy Middle School, Saco, Maine
Adviser: Hope Hall
The “Take 2” theme is
introduced on the
two-color cover. This
clever theme sets up
a perfect recap of this
school’s second year.
3rd Place: Middle School Category
Falcon Cove Middle School, Weston, Florida
Adviser: Juliet Carroll
The excitement of this
school year is introduced
with two vibrant magazine
covers. The front cover of
this flip book introduces
the TeenCove magazine,
while the back cover
introduces the Falcon
Illustrated magazeine
The Opening spread introduces the Take 2 theme and
features snapshots from year one.
The playful “Would You Rather...” spread asks a number of
students and staff would you rather questions. Student will
enjoy looking back on their answers years from now.
The numeral 2 is incorporated into many headlines. Factoids
in the upper corners grab the reader’s attention.
Interactive quizzes engage the reader and provide insight
into litle-known school facts.
22
3/24/09 11:50:56 PM
Spotlight on…
Gl enn Mo r gan
B u r lingame High Scho o l
B u r lingame, cali fo r nia
By Cristine Quackenboss
Lifetouch Yearbooks Marketing
Glenn Morgan from Burlingame High School in
Burlingame, California, is retiring after 34 years of advising
yearbook. I interviewed Glenn to gain his perspective on the
yearbook process.
Inspire: Please share a little bit of your yearbook
background.
Glenn: I started as a yearbook adviser in my second
year of teaching when I was 25 years old. I came from a
newspaper background, and at first I advised both newspaper
and yearbooks on top of my teaching responsibilities. That
schedule was too much to balance, so when I had to choose,
I went with yearbook. I can’t imagine not being involved in
yearbook.
inspire: Thirty-four years of advising yearbooks is quite
an achievement. What kept you motivated to stick with
yearbooks all those years?
glenn: The thing that I enjoy most is the connections
I’ve formed with the students. With tight deadlines to meet,
yearbook can create an intense environment which really
brings people close together.
When I started as a yearbook adviser at the age of 25, I was
like a big brother to the yearbook staff members. As the years
progressed, I became more of an uncle. Now I’m Grandpa
Morgan. I’ve been able to stay in contact with many of my
past editors, and I find that very rewarding.
inspire: How long have you partnered with Lifetouch?
glenn: We’ve chosen Lifetouch for photograpy for more
than 20 years. I’ve worked with many other publishing
companies, including Jostens, Herff Jones and Walsworth. I
have never had a better rep than Ceil Cutler from Lifetouch.
She is reliable, honest, and has a high level of integrity.
The kids love her too, especially her donuts for deadlines
incentive. Every time we make a deadline, Ceil brings in
donuts for the staff and they love it.
inspire: Tell us what you have seen in the evolution
of photography?
glenn: The switch to digital photography has been quite
a change. For 25 years, we had our own darkroom. In 2006,
after two years in a portable building awaiting construction,
we moved to a new building. The reconstruction conincided
with the arrival of the digital age, making a darkroom an
impossibility. Working on the computer isn’t as fun as
working in a darkroom. Switching to digital photography
also caused quite a learning curve, but we’ve worked
through that.
23
3/24/09 11:50:59 PM
inspire: Of all the books that you’ve published, is there
one that stands out to you?
glenn: I can’t say there is one book that stands out—our
staffs have done a great job on every one. I will say that I’m
particularly proud of the last five to six books. The photo
reproduction and print quality offered by Lifetouch simply
cannot be matched by other companies.
inspire: What advice would you share with your fellow
advisers?
glenn: Have patience. When you’re a deadline-driven
person, it’s hard to step back and allow the students to
manage their workload. But yearbook should be a studentrun project, so the adviser has to be flexible. Also, you need
to have a passion and love for the printed page in order to
succeed.
inspire: What are you going to miss most about
advising yearbook?
glenn: I’m especially going to miss the day to day
interaction with the kids. I may come back and help out
with the yearbook project after my retirement to keep that
connection. I’m also going to miss the adrenaline rush that
comes with deadlines, believe it or not.
inspire: What are your plans for retirement?
glenn: I plan to spend more time gardening and with
my grandkids. I will work part time after retirement until
my wife retires, maybe shooting more event photography.
One thing my wife and I would like to do is to throw a
party to gather as many of my former staff members
together. I’m still in contact with many editors, but it
would be great to get together with past staff members
that I have lost touch with. I
Mr. Morgan draws the raffle winner at a Lifetouch Yearbook workshop.
Mr. Morgan and his staff enjoy a meal during a Lifetouch Yearbook workshop.
24
3/24/09 11:50:59 PM
2009-InsideBackCoverPortrait Ad_inspire:Layout 1
3/24/09
11:34 PM
Page 1
A Portrait in School Partnership
Lifetouch offers comprehensive portrait programs
tailored to your school’s needs
• Convenient, hassle-free Picture Day
• Professionally trained photographers
• Portraits managed by a local studio
Find your local photographer at
lifetouch.com
Lifetouch.com
Compliments of:
Mailing address:
Your Sports Program Will Win with Lifetouch
Lifetouch offers comprehensive portrait programs tailored to your school or organization’s needs
Professional Staff:
Our staff has a sports background and the expertise to create a hassle-free Picture Day experience.
Quality & Consistency:
Our risers guarantee perfectly
composed team pictures every time, regardless of team size.
Tailored Services:
Our Wall of Fame program will help
your school or organization look its
best – ask us how.
Find your local Lifetouch Photographer
at lifetouchsports.com
Lifetouch.com

Design Streamline - Lifetouch Yearbooks

Transcription

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