MARKETING AND AUDIENCE ENGAGEMENT.
Marketing is critical when producing a yearbook. We have the unique task as a staff to market a product that students don’t know what it looks like much less if they are in it. This is a challenge as our publication is reliant on creating revenue; therefore, we rely heavily on advertisements like newsletters, Instagram posts, digital advertisements, and/or posters to increase the sales of our book.
Engagement THROUGH
SOCIAL MEDIA
At the start of the year I had a goal of increasing our sales to 330 books which would be a complete sell out. I know sell outs do not happen on their own, so we used social media to create advisements to market our yearbook to students. We increased our social media traffic by 130% with content focused on promoting the yearbook.
Below is a collection of data showing the increase in audience engagement after our media re brand in Nov. 2023
The number of followers, page views, new users and users have all increased this academic year compared to last year.
Instagram analytics data reveals that a majority of page visits are from the U.S. and are during and a few hours after school around 6 p.m. As a result, we have focused on posting on social media to around this data.
Analytics data has also revealed that our short form video content performs 3,687% better the our standardized photo posts. In result we started to gear our content towards more short form media.
Creating ADVERTISEMENTS
In alignment with my goal to sell out our yearbooks I created a series of Instagram advertisements to promote the sale of our book and after seeing how well video content was received we also tried to gear many of our adds towards that format.
This was an advertisement I created to give the community not only a sneak peak at some of the photos they might find in their yearbook but it also alludes to the theme to excite students over what they yearbook might look like.
Above are the analytic data insights Instagram has presented after the reel above was shared for a week. This advertisements was very well received as its watch time for a 30 second video was over 3 hours and during the time of its first week of being published we gained 15 book sells.
This set of ads was created to encourage students to buy senior advertisements but to also purchase our yearbook when it was at its low price. Not only did we sell of of senior ads we also sold 16 books in one day.
The above data is from our senior ads post in which we can see the post generated 13 profile vist and three people to follow the link within our bio. From these posts we were able to sell out of ads.
This was a set of advertisements I created that could either be posted to stories or stand alone posts. The goal was to raise sells buy temporarily lowering our prices. These ads were used over a course of 7 months in which we had over 100 products sold.
Above is a snap shot of the many times we posted one of the following 15 percent off posts, in which we gained high traffic to our profiles external links.
When creating our instagram re-brand one of my main goals was to have constant aesthetics across all media. I created a series of fonts and colors to use interchangeably that match our Prospector brand. This included bold fonts and structured design elements.
Creating
A
BRAND
Advertising THROUGH
A NEWSLETTER
Another way I found to increase sells was through a weekly newsletter that we could send out not only to students but to parents as well. This newsletter was incredibly helpful as it not only listed the price and where to buy the yearbook but also listed out ad pricing.
