ADVERTISING BOOKLET

Transcription

1 ADVERTISING BOOKLET THE BRONZE BAYONET Olentangy Orange High School Yearbook Staff

2 TO: Yearbook Staff Members FROM: Regan Keane, Lauren Pinciotti and Mrs. Phillips SUBJECT: Ad Sales This is your advertising booklet. It needs to be read. If you read it and study it, I can promise you that selling your quota of ads will be easy. Learning to sell is a skill you can use at any time of your life and in order to have a yearbook that you will be proud of, it is very important that you learn to sell and that you sell as many ads as possible. It will be easier if you sell in the summer because businesses and families have plenty of time to make their decision. It is important that you review all the material in this handbook. As a staff, we will come up with businesses we should approach. If you personally know an owner of a business, definitely sign up to sell their ads. Because a signature on the contract is required, you will need to take the contract by the office or mail it to whom you sold the ad over the phone to. If you mail it, be sure to include a stamped self-addressed envelope so the merchant can mail it directly back to you or the school. I recommend going in pairs to sell the ads, but it is not required. Dress appropriately, no denim or T-shirts. Please be polite at all times. Remember you represent the school, and your behavior reflects on your character as well as the school. If you have any questions, please feel free to ask. We will be happy to help. You can call Mrs. Phillips on her cell phone at (419) The business manager is also available if you have questions. Regan Keane can be reached at regan.keane@yahoo.com Feel free to call or text anytime at (614) and Lauren Pinciotti can be reached at Lmpinciotti@gmail.com and Thank you so much for being a part of The Bronze Bayonet. We believe that you will find it to be educational, fun and a rewarding experience. Remember, these memories will last a lifetime! J

3 Ad Requirements Your advertising grade will be your major grade for 1 st quarter. It will be based on the following: 1. Selling at least 1 and half pages of ads. If you are unable to sell the amount, your grade will reflect that. However, you do have the opportunity to receive effort points for trying to sell ads. If a business declines to buy an ad, have the manager sign and date a log showing that you did try to sell the ad. 2. Selling the first whole page of ads during the summer: The summer ad requirement (1 page) is due the first day of school and will be your first grade. Do everything possible to collect the money the day you sell the ad, but if they want us to bill them make sure that it is indicated on the contract. 3. Selling the last half by end of 1 st quarter: In order to receive full credit on your summer ad assignment, you must have the full page and a half of ads turned into Regan or Mrs. Phillips by the end of the quarter. You can turn the ads in at any point in time before the deadline if you choose. 4. Correctly and accurately completing the ad contract: This includes the years, firm s name, the parent/owner/manager s name PRINTED, telephone number, date, zip code, price, size ad, school information, what s going on the ad and your name. For every piece of information that doesn t appear on the contract, two points will be deducted from your total points. 5. Selling and turning in contracts by the deadline (first day of school): All money can be turned into Regan Keane. Make sure we see you hand in the money and record your name as well as the ad name on a spreadsheet and write a receipt for the checks turned in. 6. Gathering information: To help complete the ad always try to get the business card for commercial ads, logos, messages, ect. when you sell the ad. 7. Make sure the ad is accurate and completed all the way the owner/manager/parent wanted it: Make sure you consult the business manager who is in charge or the designing of the ad. Make sure to consult the business if they want to design the ad or have us in charge of it. Credit will be given for effort. If you visit merchant and are unable to get a sale, ask the merchant to sign a call slip. If you have questions, let Regan Keane, Lauren Pinciotti or Mrs. Phillips know!

4 Five Tips to Use When Selling Ads Some potential advertisers will not be eager to advertise in the Bronze Bayonet. Budgets are tight, and advertising in school yearbooks is not high on their priority list. Therefore, you have to be ready to sell a client on buying a yearbook and know how to do so. You should have your sales pitch planned and know how to respond to companies/managers who have reasons not to buy. Be prepared when selling ads and use these tips to get the best outcome. 1. Be Courteous. Always address adults as Mister or Miss. Be polite and friendly with your client, as well as with the receptionist/secretary who gets you past the front door. You never know how much influence the employees have. Don t forget to dress appropriately. 2. Know your Contact. Find out who the manager is, by calling or ing first, allowing you to have some background knowledge on the potential buyer. When you call the business, make sure to arrange dates and times that work best for them to be contacted. 3. Know your Product. Be sure to know the facts about the yearbook, school and market. Be prepared to answer questions such as When will it be distributed? What options do I have with my ad? or How many students buy your yearbook? along with other questions that may come up. 4. Reselling the Ads. Many advertisers will want to see their previous ad. Be sure to know where it is in last year s yearbook before you visit them. Also, when reselling, ask them if they would like to renew their ad and perhaps buy a bigger one. 5. Collect Payment. If possible collect the payment at the time of the sale and inform the merchant that they can receive a $5 discount if they pay now, in order to collect money quickly. Don t forget that we can always bill the business if needed.

5 Overcoming objections When selling Yearbook Ads Some potential advertisers will not be eager to advertise in the Bronze Bayonet. Budgets are tight, and advertising in school yearbooks is not high on their priority list. Therefore, your sales approach must be more aggressive in order to overcome any objectives that the companies have. You should have your sales pitch planned and know how to respond to companies/managers who have reasons not to buy. Be prepared to answer the following questions that potential buyers may have. Refer to the possible answers to the questions underneath each question. 1. Why should I advertise in the yearbook? a. Much like your own high school yearbook, which you probably still own, the yearbook is not thrown out like newspapers or magazines. It is a cherished possession and one that is frequently consulted for information in later years. b. People who read the yearbook include students, teachers and relatives of people who attend and work at Orange. 2. Who else advertises in your book? a. The following is a list of some of the advertisers in the previous years yearbooks: Coppa Gelato Polaris Ortho Kona Ice Mellow Mushroom Matt Ryan Mobile DJ Columbus Blue Jackets Fleet Feet Sports Scramblers Mimi Hair Salon Central Ohio Gym 3. Do you offer discounts? a. If you sign the contract and pay today, I can take $5 off the original price, so a one-block ad is $35 instead of $40 4. What size ads do you have? a. Here is the pricing sheet that lists all of the prices and dimensions. If you provide us the art, the business manager will design the ad so it fits the specifications.

6 5. When do I pay? a. The business manager prefers payment up front. As soon as the payment is received, she will start working on the design and placement of the ad. If you prefer that she sends you a bill, she can, and then you send a check in the mail in this selfaddressed, pre-stamped envelope. b. Do what you can to get the business to pay the day you to sell the ad. If you get a contract and check, fill out another copy of the contract for the business to keep as a receipt. 6. Can I use my own artwork? a. Sure you can design the ad and as a pdf to my business manager, Regan Keane at oohsyearbook@gmail.com. You can also give us a business card that the ad can be modeled after or you can have the business manager design the ad from scratch. 7. How many people will see my ads? a. Our entire student body (about 2,000 students) will see the ads because everyone has a chance to see a yearbook at least once even if they did not purchase one. Over 1,100 students bought a yearbook during the school year. Teachers and faculty will see the ads as well and buy the book. 8. I don t have it in my budget. a. We estimate selling over 1,100 books this year that will be read by local citizens, your clientele. You cannot afford to miss out on this great advertising opportunity. If you don t have the money right now but would like to purchase an ad, the business manager can bill you next month or we can even wait until January. 9. Do you provide proofs of the ads before you print? a. That is a service we can provide if you want to see a proof. If you give us an address, we can you a PDF proof of the ad design, and you can give us suggestions. I can also drop a proof off for you to view. 10. I advertised in Olentangy s yearbook or I have already bought one for another school. a. All the more reason to buy you ll reach even more local customers if you put an ad in both places. The Orange High School community benefits from your store. Parents patronize stores who support their children and school. 11. Kids don t shop in my store. a. Even if students don t shop here, they have influence on where their parents shop. Remember, students are not the only people reading the yearbook. Along with family and relatives, the book is placed in doctor and dentist s offices throughout Lewis Center.

7 Olentangy Orange High School Yearbook Advertising Contract The above is a rough sketch of the ad which will appear in the yearbook. Trademarks, Logos, and Artwork must be exact size and suitable for reproduction. Firm (Please Print) Manager/Owner (Area) Telephone Address City, State, Zip Customer Signature Date School s Name Staff Signature Adviser s Name & Seller s Name Ad Size: (Area) Telephone Ad Cost: Payment: Cash Check Bill Due by: Rec d: artwork to the business manager Regan Keane at oohsyearbook@gmail.com

8 MOCK SALE YOU: Excuse me, may I please speak to a manager? BUSINESS: Yes, hold on. YOU: Hi, I m [insert name here] from the Olentangy Orange High School yearbook staff. I was wondering if you would be interested in buying an advertisement for our yearbook, we have many different ad sizes you can purchase [Show company ad size papers] If you provide us the art, the business manager will design the ad so it fits the dimensions. We prefer if you pay upfront, but our business manager can also bill you later. Would you be interested? BUSINESS: No, sorry YOU: Okay, that s fine. Could you please sign this paper? It s for effort points. Thank you for taking time to talk to me, I appreciate it. Sorry, corporation handles that YOU: Okay, that s fine. Do you have a name and contact information? That would be very helpful. And could you please sign this paper? It s for effort points. Thank you for your time, I appreciate it. Yes, I would YOU: Okay, thank you so much! Fill out the WHOLE contract. Get the money, or if they want to be billed, you won t need it. Checks get made out to the Bronze Bayonet. Talk about the design, or get it right then. Thank you very much for the support, I really appreciate it.

9 4INCHESX2INCHES INCHESX41/8INCHES 4INCHESX65/16INCHES 8INCHESX41/16INCHES

10 8INCHESX101/4INCHES

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12 Name: The Bronze Bayonet yearbook Welcome to the yearbook staff everyone! For your first assignment as a yearbook staff member, you are required to collect photos over the summer that fit into all of the different yearbook categories for the new upcoming book. This assignment is due the first day of school, Aug. 16, Requirements: You must attend at least TWO different events for EACH category. Ex: For sports, I will go to a summer league hockey game and a boy s soccer scrimmage, not 10 pictures just from one summer league hockey game. All together you will collect 30 QUALITY photos total: -10 photos for personal/student life -10 photos for sports -10 photos for academic/extracurricular You MUST use a photo element in at least 10 of your 30 pictures (the elements you learned in Intro, but in case you forgot, the worksheets is attached). We will be looking for these photo elements as we are grading them! Quick tips: -Always show the face of the subject (person) in the photo -Sports photos must have the ball in the photo along with the person s face showing What to look for: -All photos must be relevant to Orange! -Personal photos may include any summer gatherings or vacations but must include students/staff from OUR school you may include yourself as well. To turn in: -All photos must be correctly named: Nameofsubject.activity.date.YOURLASTNAME Ex: orob.soccer.sept5.potts -Create 3 different folders on a flash drive, one for each category and bring it with you on the first day of school! (And don t tell us your computer doesn t work) PLEASE do not hesitate to contact your editors-in chief- and section editors over the summer if you have any questions along the way! Contact information: Emily Myers Natalie Johnson Kendall Baehr Megan Potts Senior Editor-in-Chief Senior Editor-in-Chief Senior Editor-in-Chief Academics Section Editor emilymy3ers@yahoo.com nat18johnson@gmail.com kendall.baehr@gmail.com meganmariepotts@gmail.com Olivia Roberts Rodaba Rahim Regan Keane Leah Fogel Sports and Clubs Section Editor Student Life Section Editor Business Manager Junior Editor-in-Chief robertsolivia83@yahoo.com arodabas@gmail.com regan.keane@yahoo.com leahmfogel@gmail.com Savannah Byas Lauren Pinciotti Junior Editor-in-Chief Assistant Business Manager vannahrael19@gmail.com Lmpinciotti@gmail.com

13 Yearbook Editor Contact Sheet Yearbook Yearbook Password: journalism Emily Myers Senior Editor-In-Chief Natalie Johnson Senior Editor-In-Chief Kendall Baehr Senior Editor-In-Chief Megan Potts Academics Section Editor Olivia Roberts Sports and Clubs Section Editor Regan Keane Business Manager Leah Fogel Junior Editor-In-Chief Savannah Byas Junior Editor-In-Chief Lauren Pinciotti Assistant Business Manager Rodaba Rahim Student Life Section Editor

14 First overall yearbook staff meeting Agenda: Complete the directory and section preference sheet. Collect all paperwork. I. Mrs. Phillips introductions i. The importance of a yearbook (that year s history) ii. The requirements of yearbook staffers iii. How excited we are camp iv. Student led, privileges, team atmosphere (photo passes) II. Introductions of all editors for next year and explanation of positions i. Pass out directory and write information, will get copy tomorrow III. Regan and Lauren P. ad stuff i. Letter, reason for ads ii. How to fill out the contract, size sheet, two copies of contract iii. Deadlines and points (effort points), don t wait until last minute, get money when the ad is sold (even though you won t turn in money until end of first quarter) iv. Assign selling groups and assign seniors ads, brainstorm v. Overcoming objections, tips vi. materials for electronic copies and you ads to oohsyearbook@gmail.com Pswd: journalism IV. Megan in charge of summer photo requirement i. Purpose of the requirement, deadlines ii. How to save, turn in iii. Explain possible events to cover (calendar) V. Complete the section preference sheet VI. Date for next meeting tomorrow, Tuesday, May 23 after exam (will learn section and pick spreads for the whole year!) Materials to pass out at two overall meetings: - All ad materials - All photo materials - Calendar of events - Directory - Section preference (changes?) - Ladder - Contact the editors - Extra contracts and size sheets