Why School Photography?
Whether you are
a Portrait Studio, Wedding, Sports or Event Photographer, School Photography
can compliment your current business plan. While much of your current business
occurs on weekends, School Photography is done on weekdays- giving us the time
to earn some extra money!
Once considered
a "seasonal" business, Elementary School photography has become a
virtual year-round revenue opportunity. Limited local competition is another
good reason to consider the School Photography business. While there may be an
abundance of photographers in your area offering senior portraits, weddings and
sports photography, in all probability there are just a handful offering
services to Elementary Schools.
Also, In
contrast to Senior Photography, there is a much larger potential client base.
For every High School in a school district there are often 3-4 Middle Schools
and 8-10 Elementary Schools "feeding" the system. When you choose to
service seniors only, you miss a significant market segment that buys portraits
year after year- not just once at graduation.
Entry Barriers
There's never
been a more opportune time for Independent Photographers to enter the School
photography market. Schools in your area may be receptive to fresh, new
alternatives to the traditional business model used by the photography
companies who currently serve your local schools. Industry surveys and feedback
indicate that many consumers want better quality portraits, more variety of
background selections, a choice of poses and a wider selection of packages than
they may be getting now. Independent photographers have the opportunity to
address all these concerns with a customer-centered approach that highlights
your personal creativity and harnesses the potential of digital workflow.
Capital Investment
The initial
capital investment in equipment to do School Photography is significantly less
expensive than it once was. You probably have much of the equipment you'll need
to get started. Digital cameras have made life much easier by enabling you to
store a large number of files with unique names for each.
Services to Offer
Digital
portrait production for school day packages is becoming available and
affordable to everyone. The full range of photo services schools expect- student record photos, ID Cards and badges,
digitally-enhanced composites or group photos and photo CD's for Yearbooks.
An additional Spring Portrait program is also offered in many schools. These
programs allow students the opportunity to be themselves and often feature
casual posing and backgrounds. Students are often encouraged to bring small
props from home to "personalize" their portraits. Backgrounds and
posing props should be chosen carefully to be age-appropriate for the grade
levels being photographed.
Traditional Classroom Group photos or digitally-created Classroom
Composites are also offered in many Elementary Schools, and may represent
another revenue stream. Consider producing these photos digitally; enhancing
them with attractive border designs in the school's colors and include the
school mascot, logo or crest, if possible. Adding student names under the
photos makes them more "personal" and commands a higher retail price.
Unlike the comprehensive Yearbook programs offered at the
High School level, Elementary "Memory
Books" are by contrast, quick and easy to produce and inexpensive to
buy. Most are soft-back, 32-60 pages in length and include portraits, candids,
group photos and collage pages.
Commission
As a
photographer, you or your company will be expected to pay some commission to
the school for giving you business. Consider this payment as an advertising
cost giving you the opportunity to be the exclusive photographer for the
school.
If you don't have immediate success, don't despair. It
sometimes takes several seasons of relationship-building with prospective
schools before they have confidence in your abilities to service their school.
Increase your odds of booking new business by prospecting in smaller Private
Schools and Academies. These are in less demand by the major competitors and
are easier to photograph and service. This will allow you to get experience and
gather great testimonials about the quality and service you provide. This will benefit
your public relations efforts as you grow.
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