VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
TIDEWATER DISTRICT
FEBRUARY 2014 | VOL. 19 #2
2014 OFFICERS
SECRETARYTREASURERLT GOVERNORGOVERNORRichard St.Peter, FP
(757) 372-7021
Erin L. Clark, CPP
(757) 472-2955
Tracy McGee, CPP
(757) 513-0388
Bob Harper, CPP
bob@bobharper
photography.com
(757) 325-8300
2014 Superheroes Convention guide and schedule is here! Find out who is coming by visiting the
VPPA .org website or click here.
Scholarship ApplicationsHave no fear, scholarships are here! Download your applications by visiting the
VPPA.org website or simply click here.
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
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2014 VPPA Superheros Convention Registration
There is now a seamless way to register yourself and those in your studio quickly. The online checkout
is through PayPal, widely recognized as a leader in online processing. You can pay for anything you
purchase with your credit or debit card in PayPal, and you do not need an account with them.
Another feature with this system, it will allow you to go back and add items to your registration. If you
decide later you want to add a PreCon class, meal tix, whatever, you will be able to log back in and
add it on.
One of the features we are most excited about, is online registration for non-members. We have been
heading in the direction of being paperless for years. This will cut down on expense and paper waste,
and make it more inviting for non members to participate.
This will allow non-members to get immediate notification that they have registered. You will also get a
receipt mailed to you at checkout.
GET REGISTERED!Go to www.VPPA.org. Click on I am a photographer, then education. On the convention tab, when you
click on it, you will see a link to the registration page. Once there, members need to enter an access
code which is Superheros. It is not case sensitive. This will allow you, as a member to see the full
registration form. Our pre-con class registration is EXCLUSIVE to VPPA members until January 17th.
After the 17th, they will be open to the public and once full, they will be closed. You will be able to see
the number of slots left in a PreCon class as people register.
Let non-members know, they are invited to the Convention too!
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
A Look Back...From the January Meeting
We thank Erin Clark for hosting last month’s
Tidewater Chapter meeting. We also appreciate
Lisa Carter, of Photography by Lisa, and her helpful
presentation about newborn photography.
Next month’s meeting...Where: Anne Companion Photography,
112 Kings Way, Hampton, VA 23669
When: Monday, March 17th at 7:00PM
Guest Speaker: Jessica Robertson (see below). If you are
interested in attending a mini-workshop by Jessica earlier that
afternoon, please contact Erin Clark at [email protected]
or (757) 472-2955.
A Complete Picture Senior Por t ra i t Photography
Jessica Robertson strives to capture enduring images that will be cherished for a lifetime by each of her clients. She has run her successful business and been a VPPA member for over ten years. Jessica founded her brick and mortar studio in Ashland, Virginia in 2005 and established herself as the premier senior portrait photographer in her community. With a staff of two full-time, dedicated team members, she photographs over 200 seniors a year with an average sale of $1,200 per senior. The key to their success has been creating consistent, service-oriented, quality portraiture for a community which not only has a need, but an appreciation for the art. By capturing the Senior demographic, Jessica Robertson Photographic Artistry establishes clients who return for portraits during all stages of their lives including weddings, baby and family portraits. After all, seniors grow up to become brides and grooms who have children and families of their own.
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
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Jessica’s presentation is focused on providing an authentic picture of the entire process of creating senior portraits and delivering practical information which you can use to streamline your high school senior business into a successful segment of your overall company.
She will share how her team markets to seniors and their families, and fulfills the vision of both the seniors and their parents. You will learn how to create relationships based on trust and reassurance which result in clients that last a lifetime. The studio’s consultation process and communication practices help create satisfied clients who not only return for more portraits of their own, they promote the studio to their friends and family. This presentation will also explain keys to having a successful senior session including compositional elements, posing, and lighting styles for on location and in studio. You will learn how this studio does its sales process and Jessica will highlight products that sell. This portion will also include advice on pricing and packaging your portraits for a no-pressure sales environment. Over 95% of Jessica’s clients purchase a portrait size image. Finally, Jessica will also share how she is able to build relationships with the best vendors so that her studio can deliver a high-quality finished product to its clients.
This is an honest presentation. Jessica is not promoting fluff or gimmicks which will guarantee your success, just sound business practices which have helped her quickly establish deep roots in her community.
Jessica earned a Bachelor of Arts degree with a concentration in Photography from Guilford College in Greensboro, North Carolina. Jessica has won numerous awards at the state and regional level and recently received her AFP. Professional Photographers of America twice honored her as Professional Photographer of the Year and accepted a variety of her prints for loan collection. D
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
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Dear Fellow VPPA Members,
I want to make you aware of some exciting educational opportunities with special incentives coming up in 2014. My Awake The Light Photo Workshops and Tours company will be holding two workshops in Richmond this spring.
LIGHTROOM UNLEASHED is an in-depth hands-on Lightroom 5 workshop to be held March 16 - 20. This will be three days of intensive Lightroom instruction designed to significantly improve your skills, increase your understanding of how Lightroom REALLY works, provide some creative tips, and get rid of bad habits (that we ALL have when working in Lightroom). Details here http://awakethelight.com/lightroom-2014/
BUTTERFLY FLUTTERBY will immerse you in butterfly action at Lewis Ginter Botanical Gardens on May 27 - 29. This wonderful facility is photographer friendly and provides a wide variety of butterfly species. Personalized attention throughout both days. Details here http://awakethelight.com/butterfly-workshop/
As a long-time member of the VPPA, I’m pleased to offer a special incentive to any VPPA members who take either of these workshops. A portion of your fee will go back to your own District to help fund its programs, and another portion will go to the VPPA to help defray the cost of the convention and other expenses. So you can help your District, help your state, and get some great education in the process. PLUS there is an Early Bird discount if you register for the Lightroom workshopbefore January 15.
All Awake The Light photo workshops are known for the high level of education provided. You will receive group instruction, plus extensive personal attention whether it is in the classroom or in the field. The goal is for you to go home at the end of any of our workshops with much more knowledge, greater skill, more confidence, and expanded creativity than you started with.
If you have questions or wish to register, email me at [email protected], or call757-773-0194. I hope to see you in Richmond!
Best regards,Mollie Isaacs
WAKE THE LIGHTPHOTO WORKSHOPS AND TOURS
IMAGING USA 2014By Ty Swartz, CPP, USN Ret.
After serving three years in Japan I returned to the U.S. Upon retirement it
was my goal to join PPA and become a professional photographer. Life has
a way of getting involved and that dream wasn’t realized until November
9, 2013 when I received notification that I achieved the status of Certified
Professional Photographer.
The first order of business was to focus on building a business and part of the
vision included attending Imaging USA in Phoenix. Part of the planning included
scheduling pre-conference courses. We arrived the evening of January 8 and
checked into our hotel to get a good night sleep because classes lasted all day.
GO TO
IMAGINGUSA.ORG
TO FIND OUT
ABOUT 2015’s
NATIONAL
PHOTOGRAPHIC
CONVENTION,
EXPO, AND IMAGE
EXHIBITION.
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
The first class we selected to attend was the
SMS workshop, Business Basics for Wedding
Photographers taught by Carrie Wildes, (www.
carriewildes.com) based in Tampa Florida. This
class was designed to help identify what we needed
to do to establish a business that is profitable. We
were taught about competitive advantage among
other wedding photographers, business models,
marketing, sales and pricing structures.
Thursday evening for three hours I was invited to
participate in a webinar with Melanie Anderson,
(www.andersonphotographs.com). She
focuses most of her business in Maryland on
High School Seniors. She was kind enough to
share her templates and marketing plans to help
with developing a marketing plan and defining the
type of equipment needed to build a portrait studio
that focuses on high school senior photography.
This was a great overview on how her business
was run and what she does to stay relevant to
her customers. Plus, she had a really good ring
light setup that was interesting.
Friday’s class was mainly taught by Bridget
Jackson from the PPA. Bridget discussed a variety
of business related items that helped us focus on
setting our prices and business strategies that
will help create a profitable solution to many of
our initial start-up circumstances. Overall, if you
operate as a professional photographer then this
is one class that is a must to attend.
The knowledge and guidance you receive is
simply amazing.You leave with the knowledge that you are a
“Small Business Owner”
who happens to do photography.
Instead of exploring Phoenix I decided that
attending another pre-conference class was
more important since I’ve been to Phoenix and
explored it in the past. The course that I selected
was Getting Schooled with High School Seniors,
taught by Bruce Berg, (www.bruceberg.com/
photography/seniors). Bruce spent the first
part of the morning talking about how his variety
of marketing plans worked and how is modeling,
not ambassador, plan worked.
Just before lunch, Bruce had two high school
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
seniors come in. He discussed his approach to
photography and his techniques. The class was
small enough we were able to use our cameras
and the studio lights provided. This was a great
hands own class and really helped understand this
market. Since I don’t shoot high school seniors
I am interested in learning, but for now I have
decided to focus on weddings and maybe dabble
a bit in seniors, mainly to get the experience.
From the time we arrived at Imaging USA there
were so many things to see and do relating to
photography that I spent most of my time taking
notes and meeting some really awesome people.
Saturday night had so many events happening
that you really had to choose what events to
attend. I had won two tickets to a Photoshop
training class with Juleanne Kost and met Bob
Harper (www.bobharperphotography.com)
only to realize that we were not that interested in
learning more Photoshop and departed to attend
other events.
Bob and I separated as he went to the PPA
Charities Celebration while I was invited to attend
the Now I Lay Me Down To Sleep
(www.n o w i l a y m e d o w n t o s l e e p . o r g )
informational seminar with Sandy Puc’
(www.sandypuc.com). I was already accepted
as a photographer and now volunteer in Hampton
Roads, so we spent most of the evening doing
hands on photography with Sandy. A very rare
one-on-one with a PPA great.
Afterwards I attended the PPA Charities event and
bid on a couple of items, but was quickly outbid.
That was okay, because I wasn’t really committed
to spending my Imaging new equipment money
just yet.
Sunday came, and I was first to arrive and ready
to learn more about how other photographers
were managing and building their business.
The first class I attended was Building a Better
Business taught by Jennifer Rozenbaum
(www.jenerations.com). The class was okay,
but not what I was looking to learn. So I left ten
minutes into the class and attended The Subtle
Art of Persuasion taught by Jon Allyn
VISIT JON ALLYN’S WEBSITE ATWWW.JONALLYN.COM
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
(www.jonallyn.com). This was a great class on
building client relationships and how to build a
studio that differentiates itself from other studios.
The mid-morning classes were hard to choose
from because they all sounded good. Suggestion
is to have a group of friends attend different
classes then trade notes. But I did select
Prosperity & Purpose: The Photography Business
Through a Different Lens, taught by Jeffery Shaw
(www.jeffreyshaw.com). He had a really good
perspective on how to look at your business so
you are moving forward and not staying stagnant.
Something that I am learning is very easy to do
with a business.
In the afternoon I was able to
attend The Fundamentals of
Photographing High School
Seniors, taught by Kibbee Walton
(www.artisanportrait.com). He
showed hands on techniques
on how to manage a high school
senior portrait session. He was
very focused on parent and
grandparent involvement. By doing
this, you create an emotional experience and
through that experience you can build lifetime
relationships that will help your sales and
customer loyalty.
Sunday’s must-attend event was Getting it Right
in the Camera, with Sandy Puc’ (www.sandypuc.
com). She spent the program going over how to
manage lights and built your studio setup from
a single light source all the way to five lights to
create amazing in camera images that require
zero editing. My take away is if you are spending
any amount of time color, exposure correcting
after your shoot you need to go back and learn
how to get a perfect exposure.
After Sandy finished I headed over to The Loop’s
(www.theloop.ppa.com) gathering and had an
opportunity to meet many of the photographers
around the PPA that I have communicated with
using The Loop. If you are a member of the PPA
get connected with The Loop. There are some
really smart people there and they want to help
you when you’re stuck with a question.
After meeting people at The Loop it was time for
HIGH SCHOOL SENIOR
PORTRAITS
the Imaging USA’s Welcome Party. This was an
interesting event. They had a red carpet set up
and brought models in to pose for photos. I really
liked the food and meeting people. I thought it
was a little weird with the models and still trying to
figure out why a few photographers were running
around with cameras shooting them. I was there
to meet and greet and not take photos.
Monday morning came too quickly. I arrived to
see Jared Platt (www.jaredplatt.com) teach his
class on Post-Production Speed in Lightroom
5 and Photoshop. I am always interested in
learning more about speeding up my workflow.
I am able to go through 2,500 images in about
an hour (selection) and then send the selected
images to www.postedits.com for correction
before presenting them to my customers.
After Jared’s class, I attended My 10 Favorite
Money Making Nuggets taught by Kimberly Wylie
(www.kimberlywylie.com). This was a great
class to gather additional ideas that seem to be
working for her. I was starting to see an overall
theme: as a small business owner, building
relationships is the key to success.
The final class that I attended was hosted by Steve
Kozak (www.stevekozak.com) for new Certified
Professional Photographers. He provided his
insight about photography and where it is going
and how to leverage our certification to stand
out from other photographers. The big take
away from him is don’t just Facebook and send
e-mails, but actually pick up the phone and call
people. He was right! I sent e-mails to potential
brides and right after his class I took the time to
call the 25 people I had emailed and consulted
with eight. I booked three! Wow, who would have
thought the phone works for business?
Once Steve’s class was finished I headed up to
the Grand Imaging Awards and was stunned at
the work presented for competition. Since I have
a goal of achieving my Master of Photography
I would really need to step up my game and
start entering photographic competitions. I am
currently editing six images from 2013 that I want
to enter, but my game really needs to step up so VISIT KIMBERLY WYLIE ATWWW.KIMBERLYWYLIE.COM
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
I can start achieving merits.
I was scheduled to fly out Tuesday afternoon
returning to the reality of life, but not before I was
able to sneak in one more class, Maximizing Your
Senior Sales with Kent Smith and his wife Sarah
Smith (www.kentsmith.com). They were very
motivational and helped me visualize how I want
to set up my consultation room and present my
brand as an experience and not just a sale.
I would be remiss if I didn’t discuss the Expo
Floor. There was a lot of vendors there selling
lots of different items and I was able to buy new
photographic accessories. I needed soft boxes
and another pocket wizard. Also, I decided to
buy custom designed USB thumb drives, a Ring
Light, along with backgrounds and a floor from
Silverlight. I enjoyed seeing all the new and
creative items, but had a shopping list of things
to purchase and was able to keep pretty close to
the list.
Overall, attending Imaging USA was one of
the best photographic experiences of my life. I
learned so much and I’m now trying to find the
time to go through all the information, DVD’s and
products. As I continue my journey to building a
new photography business I have come to this
realization: successful photographers have a
brand, build relationships and continue to grow
as photographers.
With my excitement, I am already
blocking out time for Imaging
USA 2015 in Nashville. My goal
for 2014 is to generate $50K
in gross sales so I can attend
the three-day SMS Business
Breakthoughs Workshop.
Until then I am building the brand,
setting my prices, and finding
my voice as a photographer. I
am so excited that 2014 is here,
and I am now a small business
owner that happens to specialize
in wedding photography. D
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
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