One-day yearbook sale paying off big for schools

Written by Evan Blackwell, CJE

Several yearbook staffs are seeing a huge boost in sales this year by trying out the tactic of holding a one-day sales event.

At Southwestern Randolph High School in Asheboro, N.C., the yearbook staff held a one-day Halloween sale on Oct. 30 (because there was no school on Oct. 31). For the two weeks before the day of the sale, they plastered the school with fliers and also had an all-call home to parents.

On Monday the week of the sale, the staff distributed order forms to students. Then the day of the sale, they kept a sales table set up in the cafeteria from 7:30 a.m. to 3:30 p.m. Students who purchased during the Halloween event received the yearbook for a discounted price. The staff sold 226 books in one day.

“We were trying to think of a way to create some urgency,” said Southwestern Randolph yearbook adviser Dana Thames. “Fortunately, I think this has accomplished so much more than that because a targeted campaign like this was has made me more effective in the way I communicated with parents.”

The yearbook staff at Providence Grove High School in Climax, N.C., had similar results with a one-day book sale earlier this year at the school’s open house night.

“(The event) is usually a two-hour period where parents can walk around and meet teachers, but this year we had a back-to-school event called ‘Get in the Groove at the Grove,’” said Providence Grove yearbook adviser Kasey Mazzarone.

Yearbook order forms had been mailed home to parents in advance, advertising that the book was available for “one night only” at a discounted price. And the final tally? Providence Grove sold 213 yearbooks at the event – right around a quarter of their school’s enrollment.

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Evan Blackwell, CJE

Evan Blackwell, CJE, is the Marketing Automation Supervisor for Walsworth. He's been a writer, editor and web content specialist for Walsworth for the past 15+ years, and is the author of the Yearbook Suite's "The Art of the Interview" unit. Prior to joining Walsworth, Blackwell spent five years as an award-winning newspaper and magazine journalist. He holds a bachelor’s degree in journalism from the University of Kansas.