It's no secret that school budgets have been getting slashed. Whether extreme budget cuts are truly necessary is debatable. There is no debate, however, about the fact that when budget cuts roll in, the arts roll out. Here's a quick look at how program books put money back into school arts programs and what your school can do to make those program books as profitable as possible.
How Program Books Work
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If you've spent any amount of time working in the arts, or sitting at the head of a sports booster association, you already know how program books work. The next paragraph or two will be a tad bit redundant. For those just dipping their toes into the wide lake of school fundraising opportunities, however, let's take a second to talk about it.
A program book for a team or event does 3 key things:
1) It gives the audience a detailed run down on the evening's agenda.
2) It introduces all the players.
3) It provides prime advertising space for local businesses looking to reach a new pool of prospective customers.
The monies collected in advertising fees cover the printing and design costs, with the profits being rolled back into the program budget for future activities and events.
Dollars and Sense
Since the advertising fees the organization charges for space in the program books are the bread and butter of the program's profits, it stands to logic that you would want to sell as much advertising as humanly possible. The question is, how do you convince local businesses that your program books are a viable investment for their marketing budget?
The first step to selling more advertising is to understand why businesses buy advertising from local schools in the first place. For them, the benefits are two-fold. The men and women attending these events are usually local citizens, or related to local citizens, and present the opportunity for potential customers.
Aside from the potential growth of their market share, businesses also benefit from the positive PR they gain from supporting local schools. While advertising in program books may not bring the huge revenues associated with, say, advertising on TV, the positive publicity they gain from throwing their support behind schools, clubs and organizations is enough of a reputation builder to more than compensate for a decrease in their direct ROI.
Once you understand what a business is looking for, you know how to state your case. Have the numbers on hand to back up the ticket sales at your local events. Explain the type of PR your club or organization provides for its sponsors, and give them a general idea of the demographics of your usual audience.
Demographics (n)- The characteristics of a human population as used in government, marketing or opinion research. Ex. Age, gender, occupation, income.
Businesses do willingly purchase advertising space in program books solely in the interest of supporting their local schools, but if you want to seal the deal and send your ad sales skyrocketing the best course of action is to put the policy of quid pro quo into action and let them know what you can do for them in return.
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