The most important part of the marketing strategy

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We are adding a coverage editor to our leadership group this year. We will be surveying the entire school and calling students in for interviews. We will supervise as a “quote book” gets circulated among students who are tough customers when we try and get a story out of them. We will continue to think outside the box for unique stories.

Do you always have a page in your student life section on cars students drive? What about the ones who don’t drive? Do you have walkers, bicyclers, motorcyclers, bus riders? Find ways to tell their stories. Who has the longest bus ride to school? I bet that student isn’t in very many clubs or sports! His parents aren’t going to drive all that way to pick him up after practice.

How can you incorporate birthdays into your coverage? Who was born on a holiday? What is the most popular birth date on campus?

Are you doing a page on students’ favorite restaurants? This may also limit you to only covering students who are able to drive. What about a page on pizza instead? Almost everybody likes pizza. What’s everyone’s favorite pizza joint? Favorite topping? Weekly pizza intake? Who can’t eat pizza due to gluten or lactose intolerance?

Go out and find these stories and more. Think outside the box when you plan your pages. Ask yourself, “Is this page topic going to leave people out?” If it does, change it!

Coverage is the single most important marketing tool. It is the most important job of the yearbook staff.  If a student is in the book, then he or she will want to buy the book.

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