Engage Your Audience and Sell More Yearbooks with Strategic Marketing

By Kris Mateski, CJE

Your yearbook staff has worked so hard on the yearbook; make sure your work is seen! Learn principles of marketing, how to plan your marketing for the year and easy, effective tactics you should use now.


You’re spending a lot of time creating this amazing book that captures all the events of the year. You also need to make sure you’re taking the time to market your yearbook and ads. Why? For starters, everyone in the school should see your hard work and get to enjoy a yearbook.

So what is marketing? Everyone knows what it is – you see it every day. It’s “the right product, in the right place, at the right time, at the right price.” Some may say that if your product, the yearbook, is good enough, it will sell itself. Do you think companies such as Apple or Starbucks ever say that? They allocate a portion of their staff, and of their time, energy and budget to making sure consumers are aware of the products they have. Your yearbook is competing with a lot of other items – make sure students and parents are aware of the book and entice them to buy it.

Learning how to market and setting up your marketing plan is a fun and engaging group activity. To help you create the right marketing plan for your school, this book will teach you:

  • How to define and get to know your audience
  • How to use the 4P’s to ensure your marketing is effective
  • To define the right marketing tactics for your target audiences
  • How to set up your marketing plan
  • Ways to use social media to maximize engagement with your potential customers

Kris Mateski, CJE

Kris Mateski, CJE, is the Manager of Yearbook Marketing at Walsworth. She has spent the past 16 years honing her marketing skills in the areas of acquiring new customers, building loyalty and one-to-one marketing. Kris’ love for marketing and degree from Southern Methodist University led to work at several ad agencies in Dallas and Kansas City, including TM Advertising, Rapp Collins Worldwide and Bernstein-Rein Advertising. Her teams’ work for clients such as American Airlines, Sara Lee, Bank of America and USAA has won numerous local and national advertising awards. In her role as a Marketing Manager with Walsworth Yearbooks, Kris is always looking for new ways to help schools see big sales increases through efficient, effective and cutting-edge tactics.