Yearbook hero TJ Soffera

Treering Yearbook Heroes is a monthly feature focusing on yearbook tips and tricks.

As Treering’s Yearbook Jedi, TJ Soffera helps schools escape the dark side of contracts and order minimums. While his business cards say, “Regional Sales Manager,” parents at his son’s former elementary school—we’ll get to that in a bit—know him as the yearbook guy. He joined the PTA to spend time on campus with his boys and intentionally be involved in their lives.

What is it like seeing the yearbook from both sides: creator and publisher?

As the yearbook guy, I love getting parents excited about the custom pages. They allow kids to tell their own stories and capture their unique experiences. I include personal touches in my children's yearbooks, like photos from trips and soccer games. Looking back at them, we can say things like, “That was second grade when we went to Colorado.” That's what's special to me about the books and their longevity.

On the flip side, I just love helping people. I love making their lives easier. So many schools that made the switch are debt-free, and it takes away so much stress.

Through the sales process, I've built countless relationships. Three people on my team once were parent volunteers I did a software demo for. It’s important for customers to see we are real people. We, too, are volunteering and working. It builds empathy.

Talk to me more about making lives easier.

Last year, I put the wrong year on the spine of the yearbook. The support team helped me fix it, order a corrected copy, and send it to the newly retired principal.

Mistakes can be corrected, and missing students can be added even after the initial submission. I really do believe this means the world to not only the kids but even more to the yearbook adviser. The person who made the mistake is kicking themselves, and we’re over here going, “No big deal.”

Level with me: why are you still doing the yearbook at a school your kids no longer attend?

Treering’s software is so easy that I don't need much help with it. Really. As long as you have pictures, you can make a book. 

I am working to transition out of the role. I put myself in this position because I enjoy it, and the PTA president is great and helps me out. Together, we’re recruiting other parents to help with specific grades so someone can take over next year.