Since 1897, generation after generation has celebrated life’s milestone moments with Jostens. From a preschooler’s graduation cap, to a high school student’s class ring and yearbook, to a pro athlete’s championship ring, the stories behind these milestones have come to define us all.
With the arrival of a new CEO, we were engaged to help understand the relationship Jostens had with its independent rep organizations, as well as with various customer segments, including students, parents, and high school principals and yearbook advisors. We began this initiative by doing qualitative interviews with each of these segments, and then fielding quantitative research. Finally, we developed insights into each segment in order to understand their underlying needs and motivations.
Next, due to Jostens experiencing continued pressure on Yearbook buying rates within high schools over the last number of years, we were engaged to help launch a new Yearbook product with the digital capacity to increase individual student coverage in the Yearbook experience.
In order to successfully introduce this new Yearbook into the marketplace, we were engaged by Jostens leadership to build a strong relationship with 9th to 12th-grade students. We began with qualitative interviews with students to understand how they related to Yearbooks in general, as no branded Yearbooks existed. We also fielded qualitative research with High School Principals and Yearbook Advisors. We then fielded quantitative research with students surrounding the qualitative research, as well as around the new Yearbook concept. We then identified the future target students, based on insights into their underlying needs and motivations. Lastly, we determined how we wanted the new Yearbook brand to evolve in the future, and created an emotional Brand Promise that was compelling, believable and distinct, in order to drive growth consistent with their Business Strategy.
Lastly, we guided the initial implementation of the Brand Strategy into the marketplace, including naming the new product Yearbook+, creative development, etc.
- Michael Burgess, CEO
- Ann Carr, CMO
- Mike Wolf, VP Yearbook Marketing
- Amanda Lillemoe, Senior Yearbook Marketing Manager
- Jeff Peterson, VP of Enterprise Marketing
- Sara Sausker, Senior Customer Experience Manager
- Derek Warner, Yearbook Marketing Specialist
- Amy Mathews, Yearbook Marketing Specialist