Guidelines for the Westside High School Heritage Yearbook
Why do we sell business advertisements for the Heritage?
 To provide a source of income for the program
 To perform a service for businesses so to communicate with the high school market
 To make readers aware of services, products, and their supporters
 To build community among school and businesses
 To teach students the importance of budgeting, selling, and advertising in journalism
Helpful hints for the sales call:
 If you can, go talk to your company in person. Dress nicely, and try to wear something that
has the school name or logo displayed on it.
 Have your ad contract book and a copy of last year’s yearbook with you, and know the ad
prices and procedures for submitting ads.
 Ask to see the manager of the store or employee responsible for advertising. Record this
person’s name and contact time for later reference.
 Don’t begin your pitch with “Do you want to buy an ad?” Instead, introduce yourself and be
genuine and confident. You could say: “Hello, my name is Kim Smith and I’m on the
Westside High School Heritage Yearbook staff. Could I speak with you for a few minutes
about our publication and our school?”
 At this point, you would have the opportunity to talk about the school (750+ students, 80+
faculty, diverse student population, large buying power) and book (45th edition, full color,
200+ pages).
Now it’s time to talk about how our ad pages are set up.
 Having your ad in the yearbook is a permanent reminder to district patrons that you are a
supporter of the district. It’s permanent because people never throw their yearbooks away.
 Our ad prices are competitive with other school in the area.
 Don’t talk yourself out of an ad. Know why the merchant should advertise in your publication
(WHS students and/or parents shop there; might want to shop there; might want to use
those services; it’s a new store and needs teenage buying power; etc.)
 Don’t keep talking if they agree to buy. Don’t stop talking if they say no. Ask why. Try to
convince them that if they think it won’t help their business, remind them that if they are
seen as a supporter of WHS, parents and students will recognize this and consider going to
them for business instead of elsewhere.
 Check to see if they’ve purchased an ad before. If so, go to them saying, “Would you like to
renew your ad with the Westside High School Heritage Yearbook?” And continue with
“Would you like the same design as last year or change it a bit?”
 Always thank your merchant and be friendly whether they buy or not.
 Talk to the store manager during a slow time. Don’t call a manager on a weekend, or for a
restaurant, during lunch or dinner.
Responding to typical brush-offs:
“All of our advertising budget is used” or “We don’t advertise.”
Response: When do you begin your new budget or start your fiscal year? (That way we can
make not and get out earlier next year). Also, follow up with a reminder that we accept patron
ads that do not cost as much as a box ad. Would you consider a $20 or $40 donation as a
patron instead? Every little bit helps us make our book!
“We have too much advertising.”
Response: Is it bringing in too much business? Are you reaching student buying power? Are you
in need of help during the summer? You could put an ad in the yearbook, which will come out
on May 30, looking for student workers.
“We don’t advertise in student publications.”
Response: Our students have tremendous buying power. If they become customers now, they
will stay customers as adults.
“No one will see our ad buried in the back of the yearbook.”
Response: Our business ads are placed with the Senior Recognition ads, making the ad section
often the most looked at part of the book. Not only will students see your ads, but so will
parents, aunts, uncles, grandparents, and siblings of those students.
“We advertised before and didn’t like the ad we got.”
Response: We do make mistakes because this is a class and a student publication. But each year
we have a new staff and set a goal to make the book even better. We can let you see the ad
we’ve designed before we print it and let you approve. We can make any changes you need.
“My son/daughter just graduated and that was the only reason we advertised last year,” OR “My
son/daughter is no longer on yearbook so we don’t want to advertise this year.”
Response: We really appreciated your business last year. Advertising in the Westside High
School Heritage Yearbook helps maintain the opportunities in learning that your children
benefited from.
Design Guidelines:
 The Westside High School Heritage Yearbook staff can design the ad, the business can
design the ad, or we can use a business card (for an 1/8 of a page ad only). But be sure
to pick up a business card regardless.
 Colored ink on colored paper doesn’t reproduce well.
 We cannot print anything that is illegal for our students.
 Make sure you hear their idea for a design and write it on the contract.
Filling out the contracts accurately
 Complete your paperwork fully and accurately, and each contract must have a signature
of the advertiser.
 Date the contract, spell accurately, indicate size & color carefully.
 We must have payment by Friday, January 15, 2016. You are responsible for making
sure their money is turned in. Wait for the money and turn it in with the contract.
 If the advertiser doesn’t want an ad, obtain a business card and staple it to the signed
Declination Form. This is proof that you attempted to sell to the business. The manager
should sign the form. If they cannot, write out an explanation. You will earn 75 points
(out of a possible 100) for turning in this form for businesses that won’t buy.