Advertising for Smarties Chad Rummel Oakton High School .

Advertisingfor Smarties

Chad RummelOakton High School

www.oaktonoutlook.com

Three Pillars

Advertise your Advertising

Customer-based Sales

Professional Follow-up

Pillar One:Advertise your Advertising

Survey Readers

Your goal is to answer “Why should I advertise,” before it is asked.

5-minute survey of readers(students, parents, faculty, etc.)

K.I.S.S.

Name (optional) _______________________________Grade (required) 9 10 11 12This information will be used to help the Oakton Outlook convince advertisers to offer specials to

Oakton students, including discounts and coupons. All information will be kept confidential

Estimate, to the best of your ability, how much you spend a month on:Restaurants/Fast Food: _______________Entertainment (movies, concerts, etc: _______________Clothing: _______________Sporting Goods/Supplies: _______________Beauty products (tanning/make-up/salons) _______________How many times a month do you shop at the following:

(list favorite stores below each)______ Fair Oaks Mall______ Tyson’s Corner______ Other business in Oakton/Vienna areaDo you have a part-time job? If so:

Where: _________________________________Monthly income: _________________________

Do your have a debit/credit card of your own? __ Yes __ NoDo your parents let you use their debit/credit card? __ Yes __ No

Spending Habits

Name (optional) _______________________________Grade (required) 9 10 11 12This information will be used to help the Oakton Outlook convince advertisers to offer specials to

Oakton students, including discounts and coupons. All information will be kept confidential

Estimate, to the best of your ability, how much you spend a month on:Restaurants/Fast Food: _______________Entertainment (movies, concerts, etc: _______________Clothing: _______________Sporting Goods/Supplies: _______________Beauty products (tanning/make-up/salons) _______________How many times a month do you shop at the following:

(list favorite stores below each)______ Fair Oaks Mall______ Tyson’s Corner______ Other business in Oakton/Vienna areaDo you have a part-time job? If so:

Where: _________________________________Monthly income: _________________________

Do your have a debit/credit card of your own? __ Yes __ NoDo your parents let you use their debit/credit card? __ Yes __ No

Spending Habits

Name the top three restaurants you eat at the most:Where do you get your hair cut?Who is your family doctor?Who is your family dentist?Have you ever paid a tutor or test prep? __ Yes __ No

If yes, which one? ____________________________Would you consider a tutor or test prep service? __ Yes __ NoHave you ever used a driving school? __ Yes __ No

If yes, which one? ____________________________Would you consider driving school? __ Yes __ NoDo you use coupons? __ Yes __ No

(example: food discounts, 10% clothing, etc.)If you answered “No” above, what would help change your mind?Does one of your parents own/manage a business? __ Yes __ No

If so, which one? _______________________________Do you read the Outlook? __ Yes __ NoWhat section do you read the most?What would you like to see more of in the Outlook?

Additional comments below and on the back:

Recognize Potential Clients

Build Rate Card

Your goal is to answer “How do I advertise?” before it is asked.

Include market survey information.

Make it email/fax accessible.

Client DatabaseStart with current advertisers

AND their competitors

Add data collected in market survey

Record ALL information you can

Your database is an ever-growingworking document

Set Advertising Goals

How much do you NEED to make?Then increase it! Raise the bar!

Break it down per issue and per person

Reward your staff for surpassing goals

Pillar Two:Professional Sales

Mass Mailing

Send letter, rate card, copy of a spring issue to EVERY person in your DB

three weeks before your first issue

One week later, follow up IN PERSON

Offer special discounts if they advertisein the first issue (hook!)

Discounts

10% for advertising in 3 issues

20% for advertising in 5 issues

25% discount for first and last issue

Discounts

10% for advertising in 3 issues

20% for advertising in 5 issues

25% discount for first and last issue

Spec Ads

Design the ads BEFORE youvisit with the client.

Localize the ads with “Go Cougars,” “Welcome Back Cougars.”

Steal info from clients (business cards, fliers, etc) to spec ads.

Student-driven ads

Include pix of students in the ads

Be ready to tell the advertiser what should be in their ad

(specials, coupons, etc.)

If the ad is boring, it will bore your students and you will not get a renewal

Student-driven ads

Include pix of students in the ads

Be ready to tell the advertiser what should be in their ad

(specials, coupons, etc.)

If the ad is boring, it will bore your students and you will not get a renewal

Pillar Three:Follow-Up

Billing Procedure

1) Tearsheets2) NUMBERED invoices3) Contract Renewals

Non-advertisers

Mail copies of the paper to those that DIDN’T advertise.

Send spec ads and a “you missed out” letter to all in your DB

Questions?

Nyssa [email protected]

www.oaktonoutlook.com