Marketing & Sales

You’ve heard the adage, and likely uttered it yourself: fail to plan, plan to fail. That advice works whether you’re saving for retirement or just trying to get yearbooks in the hands of students across campus. It’s also why you need a yearbook marketing plan (and all the free tools below). It may seem backward to start marketing a book that hasn’t been finished yet but this is the best time to create a plan and put it into action. 

Three ways to start your marketing plan

1. Set your goals

SMART Goals are prevalent in the ed world. My favorite principal once said, “We tell students they can achieve anything. But if I want to be an astronaut, I can’t just go into space tomorrow.” (There’s that planning need again.)

Reverse engineering the school year and yearbook production cycle will help you achieve your goals. 

Here are some examples of SMART goals:

• Sell XX amount of yearbooks by November 15th
• Increase Recognition Ad sales XX% by April 15th
• Increase all Yearbook sales XX% by May 30th

2. Create a calendar with important dates

We created this yearbook marketing calendar so you can plot important dates while creating a schedule that fits your school (and your sanity). 

3. Recruit your team and delegate tasks

For each campaign, spread out the responsibilities. Using a marketing campaign template will help you stay organized by listing the budget, design development, communication modes, important dates, and who is responsible.

Customize your yearbook marketing plan

Know your audience. Toastmasters has been preaching this one sentence since 1924 and it’s worked out well for them. Determine who wants what you are selling and why. Below, we've literally taken a page from Marketing Unstumped, Treering’s guide to yearbook marketing.

Because the same message will not resonate with everyone, you want to spend time understanding what the message is for students, parents, faculty, and local business owners. Then, go find them.

Identify your best channels to reach each audience section where they live. In other words, go to them. Utilize all the marketing channels you have available to you and evaluate which ones work best for which audience. Possible marketing channels include:

• Email
• Staff newsletters
• All-call services
• Parent organization website
• In-school bulletin boards
• All-school events
• School meetings
• School sports games
• School arts events
• Facebook
• Twitter
• Instagram
• TikTok

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Each unsold yearbook represents a missed opportunity for students to have a record of their memories from the school year and possibly is a financial burden for the school.  There’s also the potential for frustration among the yearbook staff: it can be disheartening to see our efforts go unrewarded and their expectations unmet. It’s the final stretch, so we have last-minute yearbook sales ideas. Let’s turn things around together. 

We interrupt this blog to remind you if you’re a Treering adviser, sales quotas don’t matter. We only print and ship what you pre-sell. And if someone wants to order a yearbook later, they can do that too.

Back to our regularly scheduled program.

Flash sales

FOMO is real. It’s one part urgency, it’s one part excitement. A brief, pervasive push for last-minute yearbook sales has a clear call to action: buy now. Here are four campaigns to jump-start the year-end push.

• Offer a limited-time incentive for students who purchase their yearbooks within the next week. This could be as simple as a popsicle party or an extra 10 minutes of recess for classes with the most participation.
• Create a countdown timer on your school's website or social media platforms to create a sense of urgency.
• Hold a "Flash Sale" where yearbooks are available at a discounted price for 48 hours. Only do this if you bump up the price year-round and never as good as your early bird pricing to mitigate complaints.
• If you use a publisher that requires an order minimum, create a sense of exclusivity by emphasizing that yearbooks are limited in quantity and may sell out quickly. If you have fewer than 25, advertise it.

“Extra” marketing ideas

Naming this section “labor-intensive” might be poor marketing. That said, these ideas aren’t drag-and-drop solutions like Treering. They do require work, and if your team is primed for action, start your project plan.

• Hold a raffle where every yearbook purchase enters the buyer into a drawing for a special prize.
• Partner with local restaurants or cafes to offer discounts or freebies with proof of yearbook purchase.
• Hold a competition among classes or grade levels to see which percentage buys the most yearbooks, with a prize for the winning group.
• Stir up excitement by revealing sneak peeks of the yearbook content on social media leading up to the deadline.
• Initiate a "Yearbook Ambassador" program where students can earn rewards for promoting yearbook sales to their peers.
• Cultivate a sense of nostalgia by sharing throwback photos from past yearbooks on social media.
• Host a scavenger hunt around the school where students can find clues that lead them to purchase their yearbooks.
• Create a "Yearbook Memories" playlist on a streaming platform and share it with the school community to promote yearbook sales.
• Develop a social media challenge where parents, teachers, and students can win prizes for sharing their favorite yearbook memories.

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Events to boost last-minute yearbook sales

We’ve learned the value of in-person events. Paraphrasing from the Elle Woods playbook: events evoke emotions, emotions create memorable experiences, and memorable experiences make up a yearbook. Seeing others choose to attend a yearbook event provides social proof, reassuring potential yearbook buyers that their decision is valid and worthwhile. (Yes, we know it’s a no-brainer.)

• Invite every student on campus to the distribution and signing party.
• Set up a booth at all-school events, PTA meetings, and during lunchtime where people can purchase yearbooks on the spot.
• Create personalized advertisements featuring students and distribute them digitally or in print. Students want to know they are in the book. If you’re doing this at the elementary level, send the ad to mom.
• Create a video featuring highlights from the school year to show off a bit of what’s in the book.
• Hold a live Q&A session on social media where students and parents can ask questions about the yearbook and the ordering process.
• Host a custom pages webinar.
• Partner with the school's sports teams to promote yearbook sales at games and events.
• Create a themed photo booth at school events where students can take pictures to be included in the yearbook. If you are at a uniform school, use this to show how many uniform combinations you have.

These limited-time promotions, strategic competitions, social media campaigns, and release events aim to maximize participation so your hard work gets into more hands. 

When it comes to marketing your yearbook, it’s probably enough to tell some students and parents in your school that the book’s on sale. For everyone else, though, you need to work a little (and, sometimes, a lot) harder. It’s almost like you need to get in their heads. Luckily for you, we’ve got four yearbook marketing ideas that are backed by proven psychology principles. And you don’t even need a degree in that field to use ‘em. These tactics will make marketing your yearbook twice as easy (and you’ll sound four times more impressive talking about why you used them*).

Yearbook marketing ideas backed by psychology #1: ask for help.

• Psychology Principle At Play: The Ben Franklin Effect
• Fancy Definition: “You grow to like people for whom you do nice things."

Sure, you might be thinking, this principle makes sense. Of course we help people we like. If that's you right now, go back and read that definition again.

The Ben Franklin Effect actually says that you grow to like people because you do them a favor (not the more commonly thought of reverse). Weird, right?

Here’s the thing, though: it’s been proven by psychologists. If you want to put this principle to use in your yearbook marketing, try this idea:

Instead of asking someone to buy the yearbook, ask them to do something that will help you produce it. It doesn’t have to be a lot of help. It could be something small, like contributing a couple of photos from a field trip or asking an event participant for a quote to use in your coverage. Or it could be large, like coordinating an effort to get everyone from a specific grade to fill out a survey.

The point isn’t so much the help you’re getting (though that’s a wonderful benefit) as it is the relationship you’re building. Do it enough times with enough people and you’ll be creating connections with a growing list of people who like you, your team, and the yearbook more than they did before (hard to believe that’s possible, we know). And that connection is the key. It’ll make your helpers more likely to buy a book.

Yearbook marketing ideas backed by psychology #2: advertise how many students have bought the yearbook.

• Psychology Principle At Play: Informational Social Influence
• Fancy Definition: “You look to the behaviors of others who are also in the same or similar situation to see how they behave.”

It’s been said before that humans are pack animals. And the truth of that is apparent in a lot of different ways:

Ever watch a movie just because you saw a number of your friends post about it on Facebook? Or check out a restaurant because you noticed it was always busy? It’s a phenomenon called informal social influence, or social proof. There are a bunch of different types, but the one we can all probably relate to best is “wisdom of the crowd.”

If you want to visualize it, it’s basically the sign outside of every McDonald’s that reads, “Over X Billion Served” in action.“Wisdom of the crowd” practically forces you to tell yourself, “That many people can’t be wrong.” If you tell yourself that that many people can’t be wrong, then you’re already well on your way to recognizing the action as a good choice. And, when it comes to making a purchase, you just cleared a major hurdle. All thanks to social proof.

For your yearbook marketing, you can use social proof in a few different ways. The easiest, though, is to start adding your sales numbers to posters and flyers after you’ve sold an impressive number of books. That many people can’t be wrong to buy a yearbook, can they? (Of course not.)

Yearbook marketing ideas backed by psychology #3: keep the advertisements coming.

• Psychology Principle At Play: Mere Exposure Effect
• Fancy Definition: “The more often something is presented to people, the more they tend to like it

We can probably all agree that we like familiarity. It’s safe, it’s comfortable, it’s easier for the brain to process. The funny thing, though, is how much we seem to not like how we get to familiarity, especially when it comes to advertising (think of all the billboards and commercials you’ve seen like a million times).

Since the 1960s, four different groups of psychologists have put the process of repeated, frequent exposure to the text to see if a psychological principle called the “mere exposure effect” would hold up.And you know what? It did. Every time.

It doesn’t take a psychologist to figure out what that means for your yearbook marketing: Keep it up with the announcements, flyers, newsletter mentions, posters, and whatever other advertising tactics you have up your sleeve. To flip an idiom on its head, familiarity breeds fondness.

Yearbook marketing ideas backed by psychology #4: invite everyone to your yearbook signing party.

• Psychology Principle At Play: Fear of Missing Out
• Fancy Definition: “Pervasive apprehension that others might be having rewarding experiences from which one is absent.”

You’re familiar with the term “Keeping up with the Joneses,” right?

Fear of missing out, or FOMO for short, is basically that. It’s just a new term for an old social anxiety. At the core, FOMO is the nerves you feel when you think everyone else is “in” on something cool—and that you’re not.

Here’s how you market your yearbook using that psychological principle:

Invite everyone in your school to your yearbook signing party. Under the FOMO principle, the fear of missing out on owning a book isn’t nearly as powerful as the fear of missing out on being part of a community where members get to have fun, sign each other’s yearbooks, and recall nearly forgotten stories from earlier in the year.

It’s not just the yearbook you’re selling, it’s also the memories of laughing with friends and sharing a collective experience with a group of people.

Of course, this marketing idea only works if you’ve got extra books to sell. When it comes right down to it, you sometimes need to get in the head of your customer. You can make that happen, no problem at all, if you understand a few bits of psychology and apply them to marketing tactics.

That’s why, if you use these yearbook marketing ideas, everything will get twice as easy. (By the way: If you’re looking for even more, awesome yearbook marketing ideas backed by psychology principles, check out
this amazing post from Buffer, which served as inspiration for this piece.) *Impressiveness not guaranteed.

Building a yearbook program relies on building traditions with your staff and school community. When we build school traditions, we create a culture and expectations while transmitting values. That doesn’t equate with inflexibility, rather it provides a guide within which we ebb and flow. While the greatest tradition is the yearbook itself (more on that in a second), here are six others to build a lasting program. 

An American institution since George K. Warren took photos of graduates in the late 19th century and sold them as prints to share, yearbooks are the definitive school tradition. What started off as a college-only record book now extends to elementary schools. 

This adviser has watched students from world history classes grab yearbooks from the idea library and scour copies from other schools while awaiting the bell to ring. With no connection to the students, these school desk critics compared how our programs—such as ASB, athletics, and the arts—matched up with theirs. They evaluated the theme, mainly the visual components, and gave me a three-minute critique. [Pats self on back for not laughing.]

1. Staff traditions

Yearbook wedding

Trending with middle and high school staffs, yearbooks weddings are a pre-production celebration where students pledge themselves to the task. 

1. The yearbook staff writes vows. This can be as simple as providing a positive atmosphere and completing assignments on time, or as specific as SMART goals for coverage and sales.
2. The adviser invites parents and stakeholders (admin, student leadsherhip, coaches, parent org leaders) to attend
3. At the ceremony, students recite their vows and receive a ring
4. Everyone eats cake

#Yerdsgiving

First of all, yerd means yearbook nerd and it’s polarizing: people loathe or love it. (For those of you playing along at home, I'm the former.) Regardless, #yerdsgiving is the annual gathering of journalism students over food before Thanksgiving break. Some students lead crafts or games, some practice the art of gluttony. Most take the time to craft thank you cards to school staff and students as well as vendors and parents who helped the yearbook team gain momentum at the start of the year. This yearbook tradition is also an avenue to invite alumni to inspire your current staff or even families to celebrate.

Holiday gift exchange 

While it seems like you have a gift exchange for every group with which you’re involved, keep it simple:

• Hold a re-gift exchange where students bring in something they received and don’t want.
• Exchange variations on a theme such as socks or snacks
• Put dollar store stockings up with 3x5 cards so classmates can write notes of encouragement

Yearbook banquet 

Being on yearbook staff has to have perks, and one is a fancy-pants dinner before distribution. (Please note fancy is a relative term: we’ve done everything from a chain Italian restaurant to a steakhouse to a revolving sushi bar.) Think of your typical sports banquet: the coach (adviser) stands and speaks a few remarks on the team then hands out the awards. Traditionally, the yearbook staff unwraps their yearbook and shares it with their family. It’s special because they have the first copies and it’s individualized time for parents to see all the work their child accomplished. 

2. Thematic marketing

Theme surveys are a fun way to raise awareness that yearbook sales began as well as get buy-in from your school on the theme. While yearbook purists believe a theme should apply to one year only, you may find several coveted visual aesthetics from Treering Yearbooks’ theme gallery. 

The big reveal can happen once you receive your printed proof and you can make videos and social media teasers with your staff. Some schools make it one of their back to school traditions to reveal the yearbook theme at the start of the school year and use it throughout to market the book and generate content by

• Making T-shirts and wearing them when they are photographing events (remember that QR code to buy!)
• Creating thank you cards, Google slide presentations, and posters via theme graphics
• Asking related questions via social media; for example, with a theme “Give + Take,” ask for multiple takes on the fun run or invite athletes give their top five songs for warm up
• Keeping everything yearbook-related in your theme colors

3. 3x yearbook coverage

Maximizing coverage should be a tradition for every yearbook staff. If we are truly telling the story of the year, it involves everyone on campus. From a yearbook marketing perspective, if students know they are in the book, they will want the book. If they want the book, parents will buy the book.

We love thinking of yearbooks as memory books—they are—they are also a component of the historical record.

4. Staff recruitment and announcement

Your yearbook team is a big deal. Say it with me, "We are a big deal!" Create yearbook staff traditions around recruitment and the announcement of who made the cut each spring. Some ideas include

• Host a party and pass out applications
• Crown your staff publicly (feather boas, sashes, and capes work well too)
• Publicize who is on your yearbook team in newsletters, on social media, and in the front office so parents, coaches, and prospective volunteers can get in touch with you

After all, your yearbook team is a big deal.

5. Freeze time

You don’t have to be Doc and Marty McFly to time travel. Year after year, yearbooks create a personal history; the yearbook might be a few hours of reading during summer, and when you fast forward five or ten years, it will be so much more. Moms, let’s face it, our yearbooks give our kids license to laugh at our hair, clothes, and priorities.

The value of a yearbook does not end at graduation.

6. Dedication

Does your school have a tradition of dedicating the yearbook to a member of your staff or community? If not, skip to the next section. This gets political.

A yearbook dedication could

• Thank a teacher for being a yearbook champion
• Recognize an administrator who is retiring
• Honor a member of the faculty who impacted the school community
• Be a blanket statement to a group on campus, such as the robotics team who went to the national championship for the first time
• Congratulate the promoting/graduating class

7. Yearbook distribution party traditions

Many schools have a special, extended lunch or tie distribution to an all-school event to celebrate the end of the year. A word of advice: if this is a new tradition for you, connect with school leadership early to plan your distribution day.

The good

A simple party with pens, tunes, and tables is all you need. Always invite non-buyers to include them in the signing. More than likely, they'll be the first to buy a book next year. (And if you're using Treering Yearbooks to publish, parents can still buy a book!)

Pizza, a DJ, and pens that correspond to class colors take it to the next level.

The extra

One K-12 school I know used to have students line up outside a bounce house. After they climbed up and slid down, they'd receive their yearbook.

Another elementary school invites the middle school cheerleaders to the signing party. They perform and pump up the 5th graders for fall.

Whichever yearbook traditions you employ, make sure they match your community. If you're just getting started, select one and own it. Once it's routine, add another.

QR Code is a registered trademark of DENSO WAVE INCORPORATED.

This blog is part two of a four-part series on creating a yearbook in 60 days. Each part contains two weeks' worth of tasks and inspiration, and this time, it’s all about promoting and designing the yearbook.

There are links to articles, videos, and additional blogs throughout. Treering editors, you'll need to log in to your dedicated help center to view some.

Yearbook (yes, it is a verb) along with us on Facebook, Instagram, and TikTok.

1. Share the good news

You’re building a yearbook, which is a mic-drop task in itself. People need to know how awesome (you are) the yearbook will be. Treering created flyers, QR codes, and personalized links for you to quickly share.

Yearbook marketing 101

“Buy your yearbook” is not your only message. 

Yes, you are selling the yearbook. You are also rallying stakeholders (administrators, teachers, plus students and their families) to support the yearbook project by purchasing, sharing photos, donating books, and joining the yearbook staff next year. So, go get them!

Identify the best to reach each stakeholder where they live. In other words, go to them. Utilize all the communication channels available to you and evaluate which ones work best for each group. 

Possible channels include:

• Email
• Staff newsletters
• Morning announcements
• All-call services
• Parent organization website
• In-school bulletin boards
• All-school events
• School meetings
• School sports games
• School arts events
• Social media

Yearbook marketing resources

• Article: Tools for Promoting Your Yearbook
• Blog: 5 Social Media Posts to Sell Yearbooks

2. Autoflow portraits

Ready to level up your yearbook achievement? Portraits comprise 40-60% of a yearbook. Between the choice of a Heritage Cover and building portrait pages, you’ll be halfway finished. Take a minute to let that soak in.

If a professional photographer took your school photos, chances are you have a PSPA (Professional School Photographers' Association) file. This is industry standard. With it, you'll be able to go to the portrait tab and follow the prompts. (If you don’t have a PSPA file, you can still use autoflow. See the resource section below for instructions.)

Portrait resources

• Video: Importing Portraits with Portrait Auto Flow
• Article: Uploading Portraits Without a PSPA File

3. Fill your photo folders

Remember when we set up the photo folders, and some were green? That means only the editorial team (you!) can see them and their contents. The yellow public folders are marked public, and your school community can share photos by

Treering’s privacy measures prevent just anyone from uploading to your shared folders. Only your invited school community members with activated yearbook accounts can see and share. 

Parents and editors can add photos from their computer or mobile device as well as third-party connections to your personal Facebook, Instagram, Dropbox, Google Photos, and Google Drive. 

5 Ideas to source yearbook photos

If you build it, will they come? 

1. Send each teacher a link to their class folder; ask them to share it with their room parents
2. Share event-specific (hello, last Friday’s zoo trip) asks via social media
3. Show coaches and club leaders how to add photos via their phones
4. Connect with event organizers so they know you have dedicated space and you need pics
5. Comment, “Will you share this for the yearbook [email/link]?” on Facebook photos you want to include

Crowdsourcing resources

• Article: Email Photos Directly Into A Photo Folder
• Article: Sharing Photo Folders with the School Community

4. Build your spreads (First semester events)

As your photos fill your folders, drag them onto your spreads. There are two ways to quickly complete pages using Treering’s built-in tools: auto page layout and templates. 

Everything is fully editable, so if you need to add or remove a photo, text box, or piece of theme art, permit yourself to do it!

Yearbook design resources

• Article: Changing the Background on a Page (remember to login to view)
• Article: Page Editing Options - Graphics
• Article: Page Editing Options - Layout and Design

Feeling adventurous?

Create your own layouts using Treering’s drag-and-drop design tools. 

Intermediate and advanced  design resources

• Examples: Winners of the 2024 Design Contest
• Blog: What is Modular Yearbook Design?
• Article: Setting Default Text Styles
• Article: Setting Default Photo Styles
• Article: Alignment Tool - Customizable Guideline Grid
• Templates: InDesign

Halfway through building a yearbook in 60 days, you should split tasks between gathering photos and adding them to the book. The cover is finished. Portraits are flowed. First semester events are filling in. Congrats!

With most of the school year in the proverbial book, we are counting down until summer vacation. End-of-the-year celebrations aren't complete without a yearbook. If you're the one wearing the yearbook coordinator crown, it's time to circle the wagons and quickly create your elementary school yearbook without sacrificing style. We have live webinars to help jumpstart your second semester.

Step 1: upload your student roster

Your first step is a quick visit to the front office (remember to bring some lattes) to get a community and student roster. This seems tedious. It will save you hours if you do this first. You will easily be able to

• Tag to ensure inclusivity or to create an index
• Start marketing and selling your book
• Receive your yearbooks sorted by your choice of grade, teacher, or last name which will save you tons of time once they arrive

(We promise, you'll thank us later.)

Step 2: get the word out

With an updated student roster, you can now effectively communicate with your community and launch marketing campaigns that support yearbook building and orders. Examples of communication that will help you build a better book include emails asking for photos, how to purchase books, and special features like creating personalized pages and showing your students/parents how to create e-signatures.

If you really want to ramp up sales and raise awareness of your yearbook project and photo needs, use this month of Instagram, Facebook, TikTok, and Twitter content. There's also a full marketing module in our free yearbook curriculum.

Step 3: collaborate with your community

Following strong communication, you are set up to collaborate on the yearbook with ease. Crowdsource photos from school staff, other parents, coaches, and students.

When possible, assign class pages to others. No yearbook coordinator is an island (or something like that). By building a team, you'll capture more, include more, and stress out less!

Step 4: upload your students' portraits

Whether your elementary school was able to take professional portraits, or you are sourcing portraits from parents, upload these to your yearbook next. Your yearbook provider should have a solution for adding these to your book. You can even use these yearbook spreads to add more content.

Step 5: build your book

Now that you’ve connected with your community and begun sourcing ideas and visuals for your yearbook, you’re ready to select and set up your book themes and styles. In addition to designing your own themes, Treering offers a free library of professionally designed themes. Each theme package includes layouts, font pairings, and graphics to tie your look together. You can also 100% customize your own.

Set spreads aside for

• School events such as fun runs and book fairs
• Sports (If your school doesn't have teams, crowdsource photos of students on their outside sports team)
• Holidays
• Trends
• Clubs
• Class favorites

Build a beautiful yearbook with features like auto-page layouts that magically lay your photos out beautifully on a spread or pre-designed pages that cover the Best of the Year and Year in Review plus student-generated content through fill-ins for a quick elementary school layout.

Step 6: set your yearbook to print ready!

Drop the yearbook and walk away. In all seriousness, hit “print-ready” to send your files to the printers and, if you're using Treering, you'll quickly have your books in hand in three weeks or less! If for any reason you want a little more time, it’s easy to adjust print-ready deadlines too. As the yearbook coordinator, you're in charge!

Step 7: distribute the yearbook and celebrate!

All this work is worth celebrating! Work with your parent group to host a yearbook signing party. It doesn't need to be fancy or cost you additional money; this could be something special like

• Playing music at lunch
• Offering a jeans day to yearbook buyers if you're a uniform school
• Allowing yearbook purchasers to bring a stuffed animal to school
• Setting up signing tables at a year-end school event

QR Code is a registered trademark of DENSO WAVE INCORPORATED.

It’s common for school leaders to underestimate the newsworthy aspects of their school’s yearbook. They may think, “Our school is too small, so why would anyone outside of our students’ immediate families care about what’s going on with our yearbook?” Throughout a school year, consider all of the work that’s put toward building the book, the stories gathered, the candid photos captured, the skills gained, etc. Local media care about what’s going on in the community, and if they never know about it, there’s no opportunity for them to share with their greater audience. It’s time to consider getting local media completely stoked about your yearbook program!

1. Identify newsworthy aspects of your program

Oftentimes, yearbook-focused stories are going to resonate the most with smaller, hyperlocal outlets within a school’s community. This could include newspapers (print and online), TV, radio and even community newsletters. What you may think is a “meaningless story” could in fact impact readers in your hometown. 

The following are high-level ideas to consider when thinking about working with local media:

• Position your yearbook adviser, or even the entire yearbook staff, as your school’s “hometown hero.” How are they positively impacting the school? What unique stories have they been able to capture for the yearbook that will pull at the heartstrings of the community?
• Reporters don’t want to talk to companies, they want to talk to people. Is the yearbook editor, parent coordinator, or even principal, media-prepped and comfortable speaking with reporters about the program?
• Local media tend to love stories with a multi-generational angle. How long has your yearbook program been in place? What unique, new aspects of the program can be shared? Do you have anyone on your yearbook team whose mother, grandmother, etc., was also involved in yearbook at the school years prior?
• Yearbook cover contests are a great opportunity to share a photo of the winning cover with media. Is this a contest that’s been occurring for years? Is it new? Are local artists involved? Reporters appreciate being given stats (i.e., years doing XYZ) as it helps strengthen a story.
• Share your successes. Has your yearbook earned recognition from your publisher?

2. Contact the right people

Depending on the size of the media outlet, some stations or publications have reporters that cover specific beats, while others that have a smaller staff have reporters that cover a wide variety of stories. If the outlet has a reporter that covers education, or more specifically K-12 education, this is someone to consider when your yearbook program has a story to share. Otherwise, reaching out to a general contact at an outlet, even if it’s for a general introduction if you’ve never worked with them before, is a great place to start.

It’s important to be professional, thorough, and to the point when reaching out to reporters and news outlets. Think about how yearbooks themselves convey stories through carefully selected phrases and high-res photos. Reporters are looking for the same: meaningful stories with images to support them. 

3. Write a press release

Writing press releases is a common practice for businesses that want to announce a new product or feature, an award win, contest results, a new hire, etc. As it relates to a yearbook program, a press release would be most appropriate when announcing a yearbook contest award win, for example. Or if your school has never had a yearbook program and they have plans to launch one in the new year, this would be an opportunity to share a press release with local media.

So what should you include in the press release? Here’s an example to reference and a free press release template.

• Strong headline and subhead
• 3-5 body paragraphs (try to ensure that the press release is no longer than a page)
• A quote or two from leaders or subject matter experts to support the announcement
• Boilerplate at the bottom
• Contact person and their information (i.e. phone number, email address etc.)

Promote your yearbook program

In order for your yearbook program to flourish by increasing yearbook sales and growing your yearbook team, people need to know:

• What the yearbook program is all about and the importance of having a yearbook for students.
• How to get involved, and the specific steps to do so. Share the “how, what, why, and when” details if you really want your outreach efforts to make an impact. Consider creating a Facebook group for parents if you’re needing to recruit staff.

Treering's In the News page has plenty of examples of newsworthy yearbook programs.

In honor of the season of giving, Treering will match up to five yearbook donations per school account. From Tuesday, December 3 through Tuesday, December 31, one community book donation equals one Treering book donation. Editors can reassign these books to teachers, promoting students, the principal, or students in need.

How the donation match works

1. Enable the Book Donation option on the dashboard
2. Let your campus community know 'tis the season to share the (yearbook) love
3. Re-assign the yearbooks so recipients can customize or order non-custom books to hand out

This promotion ends at 11:59 pm PST on December 31, 2024. Matched yearbooks will automatically be added to your account by January 30, 2025.

The fine print

• Promotion ends at 11:59 pm PST on December 31, 2024.
• Matched yearbooks will automatically be added to your account by January 30, 2025.
• Donations may not be combined with any other promotions.
• Donated yearbooks cannot exist on ship-to-home, invoiced, or PO orders. Credit card or PayPal orders only.
• Ordering donation books will not be available for After Deadline Orders.

In honor of the season of giving, Treering will match up to five yearbook donations per school account. From Tuesday, November 28 through Sunday, December 31, one community book donation equals one Treering book donation. Editors can reassign these books to teachers, promoting students, the principal, or students in need.

How the donation match works

1. Enable the Book Donation option on the dashboard
2. Let your campus community know 'tis the season to share the (yearbook) love
3. Re-assign the yearbooks so recipients can customize or order non-custom books to hand out

This promotion ends at 11:59 pm PST on December 31, 2023. Matched yearbooks will automatically be added to your account by January 30, 2024.

The fine print

• Promotion ends at 11:59 pm PST on December 31, 2023.
• Matched yearbooks will automatically be added to your account by January 30, 2024.
• Donations may not be combined with any other promotions.
• Donated yearbooks cannot exist on ship-to-home, invoiced, or PO orders. Credit card or PayPal orders only.
• Ordering donation books will not be available for After Deadline Orders.

Forget resolutions, it's time to get to work. Our staff brainstormed the top yearbook hacks you can use at any stage in the yearbook creation process and packed this blog with videos, how-tos, and examples. Use the quick links below if you need to jump to a specific area.

• Yearbook Design Hacks
• Get More People in the Yearbook
• Marketing Tips
• Hacks for Yearbook Advisers

Yearbook design hacks

Designing a yearbook is much more than just putting pictures on pages. Intentionality, storytelling, and branding are included. The following time- and sanity-savers will help you progress in your role as editor, adviser, coordinator, or yearbook fan girl.

1. Auto layout

What if you could just drag the photos you want to use on a spread and they would magically be organized and re-sized? Voilà!

The best part? Everything is still fully editable, so if you need a starting point, you can continue to build your spreads with more photos and text, swap our images, and change the color of the elements.

2. Color picker

You can pull the exact color from any picture to add to your design. This builds the yearbook’s visual cohesiveness because you can pull from photos or graphics to create your custom palette.

3. Layers in design

Up your design by using layers to arrange photos, images, and text. In the examples below, you'll see graphic elements used as photo frames (movie night spread) and editable shapes used to organize content (table of contents). Using the forward and background tools in the options panel can help you arrange elements.

4. Custom pages

Schools are used to offering senior ads as a way to congratulate students. Treering schools take it a step further and allow every family to tell their story with two free custom pages (and the option to add even more).

5. Missing portrait hack

"Picture day is the easiest day of the year," said no adviser ever. As hard as we work to make it a flawless experience and to capture every student and staff member, perfect attendance is out of our control. One way we love to see people included in their respective sections is by flowing them in with this spirited touch.

6. Advanced portrait settings

Another hack for your people section is included with the advanced portrait settings. Subtitles are a simple way to add marks of distinction such as student activities and honors as well as staff department or job titles. Other advanced portrait settings include spacing and sizing options.

7. The magical shift key

Shift your process for aligning and rotating objects.

8. Printed proof

A printed proof is an exact copy of your yearbook, and every school gets one free. Use your printed proof to

9. Picking favorites—it's OK!

"Liking" graphics, backgrounds, and photos makes it easier to find them to add to yearbook spreads. To use your hand-picked collection in your book, filter by "My Likes" and "Team Likes" in the drop-down.

10. Pre-designed pages

Annually, Treering publishes elementary and middle/high school "Year in Review" and "Best of the Year" Pre-Designed yearbook spreads. These spreads include noteworthy highlights from pop culture and current events, and like all things Treering, these pages are editable so you can choose to replace the content with your own. Some communities prefer school or local election news, campus trends, or athletic records. Pre-Designed pages which include mention of our philanthropic partner, Sandy Hook Promise, are also available as well as about me, art gallery, and puzzle pages.

Get more people in the yearbook

The best practice for yearbook coverage is to ensure each student is in the yearbook three times. Think one photo in each section: portrait, classroom, and activity.

11. Crowdsourcing features

Treering’s crowdsourcing tools include integrations with Facebook, Instagram, and Google Drive as well as shared photo folders. Teachers, parents, and students can email photographs from their devices directly to event folders in your school account. 

According to adviser Lauren Casteen, Yearbook Hero and leader of Treering’s Teaching Yearbook cohort, there are four reasons to crowdsource content:

12. Monitoring coverage

A big question we hear is, "Why would you want to tag student names when we're not doing an index?" Since our job as advisers is to cover all the students on campus, tagging is one way to track how many times students appear in the yearbook. It also helps you find out who is missing from your pages and craft strategies to include them.

13. Keyword tagging

By using keywords such as event names and topics (e.g. AP Lit), your search just became that much more powerful, and the English folder less intimidating to navigate.

14. Find Carmen San Diego

Tagging by student name helps you easily find students within your web of folders.

15. Polls

Create polls to give a snapshot of the student body's preferences. Treering's software even makes the graphs for you. Expand on this or that-style questions or multiple choice ones by interviewing a respondent for more detail. You may be surprised why your star soccer player is a cat dad.

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Marketing tips

The second semester is when we see surges in book sales. Here are some hacks to get more yearbooks in more hands.

16. Free yearbook flyers

The price is right. So is the message.

17. Use your printed proof as social proof

Social proof is one way you can positively encourage others to support your program by buying a yearbook.

Hacks for yearbook advisers

All of the above definitely apply to yearbook advisers and coordinators, and here are few extras because you are our people.

18. Free webinars: Yearbook Club

A yearbook adviser PLC? Live yearbook training? Technology pro-grow? However you want to sell it to your admin, we have it. And it’s free. 

19. Styles

By establishing photo and text styles early on, you create a cohesive look for your yearbook. Because the font library continues to grow, it's nice to set some limits, especially with emerging designers!

20. Portrait proofing with PDFs

Printing PDF proofs from the editor dashboard as soon as you get your portraits flowed is one quick way to ensure accuracy. Distribute them to the office staff and classroom or homeroom teachers for a double and triple check.

21. A list of evergreen content

Evergreen content for yearbooks is a collection of interview questions, infographic topics, and story ideas that can be used throughout the year. While we want to have a yearbook that reflects the current year and trends, having a timeless collection keeps your students working on interviews and photography and provides material to fill in on portrait pages, sports sections, and even in the index. 

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22. Supplemental books

Sometimes club sports, special events, and alumni need a little extra. You can still attach a fundraiser, take advantage of our free design software, and enjoy all the other perks of making a Treering book: no minimums and a three-week turnaround from the day you submit.

Treering’s printed books for family reunions, church or neighborhood directories, scout troops, sport associations (rodeo, mountain bike, cheerleading, gymnastics), 4-H, school auctions, cookbooks, performing arts studios, first responders, and more.

23. Yearbook hack central: Treering blog

(Shameless, we know!) We're glad you're here and hope you find more yearbook hacks by searching the blog or signing up for notifications when we post new content.

With Proclamation 5703, former President Ronald Reagan made yearbooks even more celebration-worthy by setting apart the first week of October for “appropriate ceremonies and activities” to recognize the creators and the power of a yearbook program. Over 30 years later, National School Yearbook Week remains a time to reminisce and a time to look forward. In 2022, we are celebrating on social and at our annual Treering Live (TRL) event.

Week of prizes

Win big during National School Yearbook Week by participating in one of Treering Yearbooks' five social media challenges. It's as easy as contributing a memory. You can also take the challenge of making an epic video to promote your own program, using the curated audio we'll share. Follow us:

• @treering on Facebook
• @treeringcorp on Instagram
• @treeringcorp on TikTok
• @treering on Twitter

There are no entry limits, so you and your yearbook team can enter as many times as you like. (We'd like a bevy of responses on Thursday, please and thank you in advance.)

Hashtags to use during National Yearbook Week

Share your celebrations and see what others are doing by using any of the hashtags commonly associated with National School Yearbook Week: #nationalschoolyearbookweek, #schoolyearbookweek, #YBWeek, #nationalyearbookweek, #yearbookweek, and, of course, #treeringyearbooks.

Week of celebration

Imagine, yearbook staffs from coast-to-coast celebrating the power of a yearbook and the work our teams do. There's something to be said about a national week of unity for us memory makers. Remember to celebrate the yearbook heroes in your halls:

• Post profiles of your staff and celebrate their strength on social media
• Educate your school community with some behind-the-scenes edu-tainment
• Offer your campus 5% off on their yearbooks (Treering does this for you... just take the credit!)

Capstone event for National School Yearbook Week

Treering Live is back to drop a little 24-karat magic. In this free, totally online event we’ll give you all tips, tools, and expert-led advice to make some serious yearbook magic. TRL 2022: Yearbook Magic will take place via Zoom Events on Thursday, October 6, 2022 at 4:00 pm PT/6:00 pm CT/7:00 pm ET. (Please note: you must have a Zoom account to register and attend.) In addition to a live magic show and instruction on yearbook themes, we'll have breakouts on:

• Yearbook marketing
• First-time adviser tips and tricks
• Fundraising
• Best practices for teaching yearbook

And if that's not enough to pump you up for the new school year, check out our ongoing Yearbook Club training.

Getting social to sell yearbooks sounds easy: just post and parents will pay up, right? We get it, yearbook sales can be stressful, especially if you have a publisher who requires an order quota. Adding social media to your yearbook marketing strategy can only help increase the visibility of your staff and your product. Here are five types of Instagram and Facebook posts to add to your yearbook's social cadence. (Share if you love your yearbook… kidding.)

1. Positive Peer Pressure

Customer loyalty is a big deal–it’s why we collect stars and points and become an Insider. You can erase the thought of a back-end engineering feat to get students a digital punch card in their Remind account and head to the local dollar store for a bag of candy. (We like candy necklaces because they are wearable reminders, thus reinforcing our campaign.) 

A simple, reward offering of “Sweet! You bought a yearbook!” followed by the names of buyers will create a positive buzz around campus.

How it Helps Sales

We’ve talked about social proof. We’ve talked about FOMO. This yearbook social media post does that and

1. Shows appreciation to those who listened early on and bought a yearbook.
2. Answers the age-old question: “Did I buy a yearbook?”

2. Call to Action: Crowdsourcing

Specific asks give you specific results. Consider these the two above: which one brought in 35 submissions in 24 hours? 

How Pictures Yield Purchases

This is not new information: if students know they are in the book, they will want the book. Using student-sourced photos from social media help sell yearbooks because it tells more of the year. And that’s our job. Follow up these calls to action by showing students you used their photos.

3. Sneak Peeks

Sneak peeks include: cover shots, close-ups or excerpts of spreads, and releasing yearbook photos. Be sure to include a countdown to distribution.

A few weeks before your final deadline, order your printed proof. Besides seeing the top-notch quality, you can use your book in photos to promote last-minute sales.

Use the Yearbook to Sell Itself

Product teasers are a mainstay in the marketing world. They pump up potential yearbook buyers and answer “What’s in it for me?”

4. Show and Tell

Giving glimpses of the work behind the scenes connects customers to the product. It builds trust among the student body because they see your team them working hard to photograph track meets in 100-degree heat or giving up their time at Homecoming to take photos on the dance floor. Beyond work, teambuilding, editor lunches, and TikTok trends can also serve as recruiting tools for next year’s staff.

Sell by Showcasing Your Yearbook Culture on Social Media

The yearbook shouldn’t be about your yearbook staff, but because of them. Parents, students, and teachers will believe in the work you are doing if they see themselves in it.

5. Nitty Gritty

The most important thing you can do it tell people how, when, and where to buy. Give them the details and make it easy. While a general “Buy a Yearbook” post shouldn’t be the only yearbook marketing post in your social toolkit, friendly reminders do help. You will sell more yearbooks by varying posts and increasing engagement on your social media channels.

Why We (Still) Share Yearbook Info

For the same reason your five year old knows the phone number for an all-inclusive resort, mere exposure leads to sales. People tend to love familiarity, and that’s why yearbooks are a tradition.

We’re just going to leave this here.