Make a new plan, Stan

Advertising plan, that is

Linda Barrington, MJE

You need a business plan to raise money.

Here’s the best way to do it in journalism.

Publications production isn’t just about writing.

It’s about learning skills that you will need in whatever career you choose.

Two of the most valuable skills that you can have are

the ability to sell something and

the ability to provide customer service.

The best way to learn these skills is by actually practicing them.

And that’s why you have the opportunity to sell ads and take care of customers.

What do you need money for?• More color pages• Food for the

newsroom.• Contest entry fees• Scholarships• Awards• Workshops and

conventions

How many ads do you have to sell?• Set a realistic

target. (During the school year, perhaps one or two ads for each person.)

• Keep in mind, you may need to go to at least five places to get one ad.

#1Target businesses that sell products to your school demographics.

Create a list for your staff.

Neighborhood shops Bartz’s The Party Stores Arte Painting LoungeBangles & BagsFinest Nails

Car care centers Wash Brite Car WashScrub-A-Dub Car Wash Firestone Complete Auto CareDependable Auto Service

Local clothing storesSalamanderMOdEUrban LaundryClothes Mentor

FloristsThe Flower LadyAlfa Flower ShopRose’s Flower ShopWelke’s House of Roses

Specialty food storesSimma’s BakeryGigi’s CupcakesNiemann’s Candies and Ice Cream Yo Mama Frozen Yogurt

Hair cut/stylistsHarwood StylistsRegis SalonCody & CompanyHarmony Salon & Spa

Book storesLittle Read BookHalf Price BooksRainbow BooksellersCollector’s Edge Comics

RestaurantsFirehouse SubsQdoba Mexican GrillBalistreri'sCafé HollanderChinese PagodaTed’s Ice Cream and Restaurant

#2Include new businesses who are looking to make a name for themselves in the community.

DO NOTbother with national chain stores. Local managers have little or no say about local advertising.

#3Sign up for the businesses you want to contact.

Name: Linda BarringtonBusinesses from the list that I want to contactFair Trade Brite Wash Car WashTed’s Ice Cream ShopLittle Read BookRegis Salon

Other businesses where I have a connectionDelta Restaurant (I work there.)Photo Frame-for-You (My mom is the manager.)

Business manager makes assignments so that only one person contacts each business.

#4Take copies of the following with you:• Flyer• Rate card• Your publication

The business manager should prepare a flyer as an overview of why it’s important to advertise with your publication and how to contact you.

Your advertising packet should include a “rate card,” which isn’t actually a card, but a packet of information. The first page is the contract.

The second page shows ad sizes and lists exact dimensions.

The third page shows details about cost and color.

The last page shows details about advertising on our website.

Take several copies of your publication.

Tab the pages with varied sizes of ads.

quarter page

vertical

quarter page

horizontal

eighth page

Leave a couple copies for the owner or manager, whether or not the person buys an ad.

#5Get out there and sell.

And build a relationship with the business owner or manager.

NOW.Not this weekend.

Not next week. Not the day beforeads are due.

NOW.

Promptly return your contracts to your business manager.

Also list all the information for the places you went as a record of who you talked to and why they didn’t want to advertise or if they want to advertise later. Give this to the business manager also.

Two of the most valuable skills that you can have are

the ability to sell something and

the ability to provide customer service.

REMEMBER

Images from Hubspot (with permission), business websites (fair use), Mount Mary University Arches, and me.

Here’s where you can download this presentation and the following files:

1. Prompt for Approaching Businesses

2. CN advertising flyer3. Ad flyer (Arches 2015)4. 2014-2015 Arches rate card

http://tinyurl.com/NewPlanForAds