The school year may be winding down, but now is the perfect time to gear up for a strong start next fall, especially when it comes to yearbook sales. This week’s Timely Tips is designed to help your staff create a game plan before heading into summer, with a lesson plan focused on back-to-school marketing. The goal? Make sure your yearbook is front and center the moment students and parents walk through the doors at the start of next year.
Why Planning Now Makes a Difference
Once summer break begins, it can be difficult to get your yearbook staff re-engaged and organized before the first big events hit. Things like orientation, registration, schedule pickup and Back-to-School night often happen before school officially starts, and they’re prime opportunities for early sales.
By building a marketing plan now, you can make sure the team is ready to promote the book when it matters most. That means more visibility, more sales during early bird discount windows (if you offer them) and less scrambling to pull things together come August or September.
This Week’s Yearbook Marketing Lesson Plan
This week’s lesson plan, Plan Your Back-to-School Campaign Now, encourages you and your staff to brainstorm and prepare for key early-year events and communication channels. From social media to registration tables, the lesson helps students identify where and how to reach parents and students early.
Students will break into small groups and develop strategies tailored to different touchpoints, including:
- Registration/Schedule Pickup
- Back-to-School night
- Orientation
- Social Media
- School Website or Newsletters
- First Week Announcements
Each group will tackle real-world questions like:
- Who’s our audience here – students, parents, staff, admin?
- What do they need to hear to take action?
- How can we make buying the yearbook easy and convenient on the spot?
- What visuals or signage will catch attention in a busy space?
Once ideas are shared and refined, the class will work together to create a shared action plan for the summer and first weeks of school.
Key Takeaways from the Lesson Plan
Get Ahead of the Calendar
This lesson gives your staff the gift of foresight. With access to your school’s calendar, they can identify which events will bring in large crowds of students and families and plan accordingly. Whether it’s requesting a table at registration or prepping QR code flyers for the school newsletter, planning now ensures you won’t miss an opportunity to connect.
Group Collaboration That Mirrors Real Life
By splitting the class into small teams and assigning each group a different event or platform, students gain experience in targeted marketing, an essential skill in journalism and media. They’ll learn how to tailor their message, design materials that pop and ensure there’s a clear call to action.
Build the Right Message
The lesson encourages students to craft compelling messaging for each platform or event. Are they creating a one-night-only promo for Back-to-School night? Writing a caption for a pre-scheduled Instagram post? They’ll think critically about what makes a message work and how to make the yearbook feel like a must-have.
Make It Easy to Buy
QR codes and direct school store links (via yearbookforever.com) are key tools in this plan. Students will think through how to remove barriers to purchase by including QR codes on printed materials, linking in bios or captions and clearly communicating any early bird pricing or limited-time offers.
For in-person events like Back-to-School night or registration, students should also consider:
- Having a laptop or tablet available so parents can place an order on the spot using a credit card.
- Accepting cash or check payments, if your school allows it, and knowing the process for turning those in.
- Posting clear instructions or signage for how to purchase, including payment options and deadlines.
By making the buying process simple, flexible and visible, your team can turn quick conversations into confirmed sales.
How This Lesson Supports a Successful Yearbook Program
This lesson is perfect for wrapping up the school year on a productive note. Instead of waiting until fall to think about sales, your team will leave with a strategy – and maybe even prepped materials – ready to launch at the first opportunity.
The bonus? It gives students ownership over the marketing process. By assigning students to specific tactics and setting deadlines relevant to next school year, you’re building a culture of leadership and accountability – two qualities that lead to stronger books and stronger staffs.
Final Thoughts
Don’t let summer catch your staff off guard. With this back-to-school marketing lesson plan, your team will be set up for success before the school year even begins. By identifying key events, crafting targeted messages and prepping materials in advance, they’ll be ready to promote the yearbook with confidence from day one.
Download the lesson plan and start brainstorming with your staff this week. With a little planning now, you’ll be able to hit the ground running next fall, boosting early sales in the process.
Need help building out your summer or fall marketing plan? We’re here to help every step of the way – reach out to your Walsworth Yearbooks Sales Representative today to learn more about the tools and resources available to support your program.
