Getseen campaign playbook by Tillie Nicole Photography

#wearetheSEEN

GetSEEN C A M PA I G N GUIDE

C ov e r : N i c h o l a s A l e x a n d e r

‘16

CONTENTS

MARKETING CONT...

WE ARE THE SEEN WHAT IS GET SEEN?

BENEFITS 7 GET SEEN CAMPAIGN: WHAT’S INCLUDED

THE 12

MONTHLY CHALLENGES MONTHLY CHALLENGES CALENDAR

MONTHLY CHALLENGE IMAGE SUBMISSIONS

‘THE 12’ IMAGE COMPETITION SUBMISSIONS

TIPS FOR A WINNING SUBMISSION TO ‘THE 12’

WE ARE THE SEEN ONLINE

FEATURED SITE LISTING

GET SEEN FACEBOOK GROUP

SEEN MAGAZINE

SEEN PUBLISH DATES

THE 12 SEEN

BRAND STORY

CONNECTING WITH SENIORS?

YOUR STORY

CREATING YOUR STORY

ASPIRATIONS & EMOTIONAL NEEDS

PERSONA - YOUR IDEAL CLIENT

MOOD BOARD

YOUR WHY

DIFFERENTIATION STATEMENT

CORE VALUES

PERSONALITY

BRAND STORY BRIEF

FONTS + DESIGN STANDARDS

MARKETING 44 THE EXPERIENCE

CREATING THE EXPERIENCE

MARKETING CONT... INSTAGRAMMABLE MOMENTS

MARKETING PLAN

ANNUAL PLANNER

MONTHLY PLANNER

SOCIAL CARDS

ORDER DELIVERY CARDS

STICKERS

T-SHIRTS

DESTINATION SESSIONS

POSTERS

ONLINE PROMO CARD

STUDIO MAGAZINE

TESTIMONIALS & SOCIAL PROOF

BLOG

SOCIAL STORIES

USING SOCIAL MEDIA TO BUILD YOUR STORY

SOCIAL MEDIA TIPS

CONTENT IDEAS FOR YOUR BLOG & SOCIAL MEDIA

SOCIAL POSTING SCHEDULE

SOCIAL TEMPLATES

INSTAGRAM

HASHTAGS

INSTAGRAM CONTEST & CHECKLIST

SNAPCHAT

SNAPCHAT & INSTAGRAM TAKEOVERS

MUSIC FESTIVALS

SOCIAL ‘HOLIDAYS’ AND THEMES

#SOCIALSEEN

#the12SEEN

CUSTOM MOBILE APPS

STICKY ALBUMS TEMPLATES

INSTANT SOCIAL FOLLOW FOR MOBILE APPS

CAUSE A SEEN

100

TO WRITE LOVE ON HER ARMS

101

COLLABORATIVE SEEN - PARTNER MARKETING

102

SEEN ON THE FLY

102

LICENSE & TERMS

104

CODE OF CONDUCT

106

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P h o t o g r a p hy : J e f f R i c h a r d s o n

WE ARE THE SEEN Everyone has a story. We want to tell yours. We’re looking for people like you. Someone who makes their own rules. Who doesn’t follow the crowd. Creative. Confident. Independent. Original. Undiscovered. Who are you?

W E WA NT Y O U T O B E S EEN.

#wea re t heSEEN

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WHAT IS GET SEEN? Get SEEN is a the Complete Marketing Solution for a new breed of senior photography innovators. It is a year-round marketing campaign and playbook for getting SEEN in your market and booking more of the right clients. Let’s face it, everyone in your area is a photographer, and nobody really ‘needs’ professional photographs. And why is it that some photographers have big audiences with lots of followers, yet others who are equally talented don’t? The differences between photographers who are struggling to book clients and photographers who have success are: - A well-defined Brand - Skill - their work is at a level that can command top dollar - Perceived Value in their market - Relevancy with high school seniors Get SEEN is designed to help you attract better senior clients with less hassle, create amazing images that your seniors will have to have, and give you the framework and specific strategies for marketing that works. Tap into the collective power of a new breed of senior portrait photographers and entrepreneurs, and re-ignite your marketing and business. The purpose of this campaign isn’t to change you or your studio into a clone of ours. The purpose is to shed some light on how we run our businesses and what the most successful senior photographers are doing to grow their own.

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BENEFITS How We Are The SEEN’s Get SEEN Campaign benefits YOU • Provides you with the tools to differentiate your business and brand • Monthly challenges help improve your skill and make you a better photographer • A yearlong private Facebook group gives you full access to other members where you can work together and get help on the monthly challenges, marketing ideas, and more • Builds your visibility as a brand and an artist • Effective stategies that work and tap into what seniors really want and are looking for • A marketing campaign and framework that is designed to work with your senior business • Done-for-you templates save you time and money How We Are The SEEN benefits your CLIENTS • Gives them a voice and a platform to share their story • It is an outlet for self expression and authenticity • Gives them something special to belong to and be part of

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GET SEEN CAMPAIGN: WHAT’S INCLUDED • Get SEEN Marketing Campaign + Playbook • Get SEEN Marketing Templates • Studio Magazine Template • $500 off any Build A SEEN Mastermind Intensive • Monthly Challenge Calendar • 12 Free Monthly Challenge Image Submissions • 2 Free Submissions to ‘The 12’ Competitions • 12 Month Private Facebook Group with other Get SEEN members • Get SEEN Meetups • Featured Listing + Page on weaaretheseen.com • Welcome Kit • 12 month membership & license

Included Get SEEN Marketing Templates: • Studio Magazine • Bookmark • Email Header Graphic • Online Graphics • Posters • Social Media Cards • Snapchat Takeover Card • T-Shirt Graphic • Order Delivery Cards • Mobile App Templates (Sticky Albums) • Quote Cards • Brand Story Brief • Marketing Planner/Calendar

#wea re t heSEEN

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THE 12 SEEN Magazine features a group of 12 high school seniors who are selected twice a year through a national submission and selection process with We Are The SEEN. The focus is on individualism, undiscovered talent and originality. SEEN Magazine offers these unique individuals a platform to share their vision and their story with a broader audience. The magazine features up-and-coming photographers, style and culture, and selected brand collaborations. SEEN Magazine has always been inspired by the idea that paving your own path opens up endless possibilities. SEEN Magazine is unapologetic about following your own path, and believes that authenticity, originality and adventure should be celebrated. Much like the people they feature in the magazine. The current cast of ‘The 12’ are: Alexa Shaw Brooklin Hoss Caroline Whitehead Elise Ruttenbur Finn Morrissey Hayley Defilippo Jill Steiger Joe Logan Marissa Wallace Miya Nourie Sidney Ruthenbeck Summer Candelaria There are two groups of ‘The 12’ chosen each year - one in September and one in March. Each group of ‘The 12’ is featured in 2 issues of SEEN.

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MONTHLY CHALLENGES 10

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WHY MONTHLY CHALLENGES? Be a better photographer For you as a photographer, pushing yourself to continually improve your skills so your work is at a higher level is critical to stand out and command top dollar for your work. Exposure Part of building your value as an artist that’s sought after and exclusive requires legitimate exposure. The Monthly Challenges are a way to have your winning work featured on the We Are The SEEN site and in SEEN Magazine. Both We Are The SEEN and SEEN Magazine are client-focused, and do not feature photography education or information about the photography industry. This is for your clients, and for your business. An Experience for your clients Seniors LOVE to be photographed and collaborate in the types of sessions that the monthly challenges are about. It’s something they seek out because it’s fun, and it’s something they love to talk about with their friends and show off online. It also helps you build value for what you do. Images for Marketing These are the types of images that are perfect for social media and your website. They help you to set yourself apart and truly stand out with your target market. Accountability Having a deadline and a group of peers working alongside you can help keep you on track in your business. It’s one of the keys to success.

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MONTHLY CHALLENGES CALENDAR

See t he Mont hly Pla nner s a nd t he Annua l Mont hly Cha llenge Ca lenda r for t he Cha llenge des cr ip t ions, s ubmi s s ion da t es, SEEN Maga z ine publica t ion da t es, a nd ‘The 12’ s ubmi s s ion dea dlines.

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MONTHLY CHALLENGE IMAGE SUBMISSIONS Monthly Challenge Submissions You can use the Monthly Challenges for Get SEEN for marketing in your business, whether or not you choose to submit images each month. You may choose to submit to as many or as few Monthly Challenges as you like. Perhaps you want to submit to all 12, or maybe you want to submit to 10, or 6, or 4. The point is that it is entirely up to you. The more that you submit to, however, the more chances you have of being published and your clients’ have of being featured, which increases the value of your brand and the reach of your marketing. 12 submissions for the Monthly Challenges are included for Get SEEN members. You may use these any way you like - all at once, spread out evenly, or grouped for different challenges: • Each submission can include up to 4 images. Each image must be a jpeg and sized at least 3000 pixels on the long side at 300 DPI. • All Submissions must be sent through the submission form on your Get SEEN member page. • All images must be received on or before the deadline. Images received after the deadline will not be eligble for that month’s challenge. Additional submissions are $25 each. See the dates for submissions and deadlines in your Monthly Challenge Planning Calendars.

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‘THE 12’ IMAGE COMPETITION SUBMISSIONS Submissions for ‘The 12’ 2 submissions to ‘The 12’ Competitions are included for Get SEEN members. You may choose to enter these into the same Competition, or use one for each ‘The 12’ Competition during the year. Additional submissions are $25 each. Requirements: Each submisson must include 10-15 images that tell a story. We are looking for a full range of images - full length, close-ups, variety in clothing, lighting, locations and feel. We are also looking for a range of emotion (not ‘all smiles’ or ‘all serious’ looks). We want to see WHO they are and what their story is. • Each image must be a jpeg and sized at least 3000 pixels on the long side at 300 DPI. • All Submissions must be sent through the submission form on your Get SEEN member page. • All images must be received on or before the deadline. Images received after the deadline will not be eligible for that Competition. • A short questionnaire is also required for each entry that you submit. This can be found on your Get SEEN member page with the submission information.

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TIPS FOR A WINNING SUBMISSION TO ‘THE 12’ Winning entries will be judged and selected based on the following criteria: 1) Image Style & Quality - Lighting, posing, location, retouching, enhancements and creativity. Is it edgy? Is it real? Is it original? Does it make a statement? Does it portray a story? Over-retouched and fake images hurt the overall image quality so be aware of that. We are looking for true authenticity in each image, not a portrayal of ‘perfection.’ 2) Images - We are looking for editorial and ‘lifestyle’ type images rather than ‘senior picture’ type images. This is about their authentic story of who they are - whatever that may be. 3) Personality - The 12 winning seniors must have a positive and engaging personality. We are looking for guys and girls with a wide range of looks to be photographed (meaning they photograph well displaying multiple types of emotion). This comes through in their personality. 4) Story - when you submit your images, share your inspiration and the story behind the images. This doesn’t have to be long or in depth, but help us ‘see what you see’ in the seniors that you submit.

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WE ARE THE SEEN ONLINE

W W W.WEA R ET H ES EEN . C O M

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FEATURED SITE LISTING A featured listing and page are included for Get SEEN members. • 5 images need to be submitted sized 5x7 at 300 DPI. • We will select the one to two to showcase on the site. • All submissions must be sent through the submission form on your Get SEEN member page. We reserve the right to reject image submissions for any reason.

GET SEEN FACEBOOK GROUP A 12 Month Private Facebook Group is also included for Get SEEN members to work together, interact and get help with challenges, marketing ideas, and more.

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STYLE AND CULTURE MAGAZINE

seeninprint.com #wearetheseen | vol. 1 issue 1

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SEEN MAGAZINE SEEN is an independent, quarterly style and culture magazine featuring talented photographers, artists, stylists, creatives, and individuals with a story to tell. We are a voice for the new generation of emerging talent, showcasing image editorials, stories, and spotlight features on the Undiscovered. Available in print and digital.

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SEEN PUBLISH DATES

SEEN Is sue 1 Relea s ed

6/29/15

SEEN Is sue 2 Relea s ed

8/12/15

D e a dline for s ubmi s s ion t o ‘ The 1 2 ’ C ompe t i t ion for I s s ue s 3 a nd 4

9/28/15

SEEN Is sue 3 Relea s ed

Announcement o f ‘The 12’ for Is s ues 3 a nd 4

1/4/2016

SEEN Is sue 4 Relea s ed

2/25/2016

D e a dline for s ubmi s s ion t o ‘ The 1 2 ’ C ompe t i t ion for I s s ue s 5 a nd 6

3/28/2016 SEEN Is sue 5 Relea s ed

Announcement o f ‘The 12’ for Is s ues 5 a nd 6

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THE 12 SEEN

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BRAND STORY 22

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P h o t o g r a p hy : J e n B a s f o r d G e t SEEN C a mpa ign

CONNECTING WITH SENIORS? When it comes to high school seniors, the best and most effective marketing strategies don’t look like ‘marketing strategies’ at all. They severely dislike being ‘sold to.’ The trick to connecting with high school seniors is to have a great brand story, and to engage with the them in the right way using the right tools. According to the youth research Cassandra Report, most American teens want to be famous. Most of them believe that someday they will be, and they view brands as a means to fame among their peers. “This generation of teens are creating their own ‘stories’ through purchases, experiences and activities in order to cultivate their personal brands, primarily in domains like social media and friend networks. Experimentation, discovery and individuality are the new cool, and they look to brands to connect them to people of similar interest.” Here are a some key things to keep in mind when you are connecting with seniors. The No. 1 rule of marketing to seniors? Don’t advertise to them, and don’t call them teens. Talking down to them and in-your-face direct advertising are big turn-offs. Authenticity - be real. Don’t try too hard to be cool. Just be real, fun and geniune. Be interested in them, and care about what they care about (even if you have to do a little research on it). Everyone is drawn to people that have the confidence to be themselves. It doesn’t matter what that ‘what’ is - just that it’s yours. Be conversational and show your human side. If you only talk about your business you’ll look boring and like you’re only there to sell stuff to them. We’ll explore that more in the following section when you put your brand story and identity together. Real Images. This is something we hear all the time from seniors, and it goes along with authenticity. Seniors do not like over-retouched, waxy faced, over posed images. While clients are still purchasing traditional portraits to varying degrees, it’s not what makes you stand out and it’s not what draws them in. And those aren’t the images they are sharing with their friends.

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Show, don’t tell. Let your brand and photography speak for itself with your images and your interactions with clients and followers. Let your clients tell others how great you are. They love to collaborate and share. Get them involved. They love finding really cool stuff and sharing it. We’ll talk about ways to do that in the marketing section. Make them feel special. Seniors are constantly searching for affirmation, and for their 15 minutes in the spotlight. Even just a simple social like, retweet, share or comment is all it takes to make them feel special. Sharing their photos on social media can make them feel special, however it’s important that you discuss that with each client first and do it in a very genuine way (meaning, drop the hype). Seniors are very particular about what they want to share, and some are more comfortable sharing than others. Anonymity and privacy are important. Seniors are very aware of privacy. They grew up in a time where everything is online and out there. As a result they feel most at ease on places like Snapchat where they can say or do things without worry about it being out there and easily accessible ‘all the time.’ Where you’ll find them. Instagram and Snapchat dominate right now. They feel most free to be themselves on Snapchat and Twitter.

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Key characteristics They like to co-create Personal connections are vital They are highly mobile & tech-savvy Make them look good in front of my friends Experiences are everything They want to tell and share their story Values & cause-driven To connect with them Be genuine and authentic Be interested in them and care about what they are interested in Donâ&#x20AC;&#x2122;t sell to them Be a tool for empowerment by being a friend Donâ&#x20AC;&#x2122;t talk down to them Simplicity is cool Seniors want experiences and relationships that are authentic, creative, values-driven, and that add to their own social currency and that are share-worthy. Self-expression and creativity are at the core of their behaviors and how they think. Rapidly evolving technology, content sharing, peer affirmation, and social interactions are at the center of their habits. Help them connect with their friends and values by providing a platform for them to share their opinions and experiences. You will see these values and characteristics used throughout this guide. All of these strategies are created in a way that show what your brand and experience are about, and to connect with your target senior clients who are looking for a way to engage, express themselves and tell their own personal story.

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We i nterv ie we d s e n i o r s f r o m a l l o v e r t h e c ou nt r y t hi s past y ear t o fi nd o u t exact l y w h at i t i s they were l oo kin g f o r, t h i n g s t h e y l i k e d , d i s l i k e d , a n d m u ch m o r e . He r e ar e j u st a fe w t hi ngs w e pulled f rom th e s e in te r v iew s t h a t w i l l h e l p yo u i n y our seni or b usi n ess.

WHAT SENIORS LIKE • Getting all the digital images to share online • They love custom mobile apps with their images • Love concept or themed shoots, and prefer them be separate from their regular senior session • Lookbooks from Free People, and other brands • ‘Real’ images and real poses • Being authentic and showing all their different sides, not just ‘what mom likes’

WHAT SENIORS DISLIKE • Over-retouched, blowy, ‘smashed faced’ looks - they noticed over waxy and overdone retouching from some studios - they specifically mentioned scary sharpened eyes • If there is even just one image in their custom mobile app that they dislike they will not share it • Fake filters are a no go - using an Instagram filter is not cool - subtle effects are ok, but they shouldn’t be an Instagram filter • Logos or text across images - they will not share images if they have logos splashed across the image - a small support mark in the corner is ok as long as it’s cool

TIPS • Most seniors choose their photographer, and then get their parents on board • They look at a photographer’s Instagram before going to their website - many are aware of other photographers from Instagram • They are only on Facebook for major events & for checking in with family • They don’t really use hashtags to search on Instagram - they do follow @mentions a lot and that’s how they discover most photographers • They hate advertisements on social media and will likely unfollow someone who does that if they don’t know them (and sometimes even if they do) • They are least guarded on Twitter and Snapchat • Experience and the way they make them feel are the number one reasons they choose a photographer they aren’t concernd about $$ - they know not all of their friends can afford high end senior portraits and know that sometimes their friends have to settle for less expensive - like anything else • They can tell the difference between a good photographer and a cheap photographer - some seniors have to settle for a cheaper photographer but that doesn’t mean they can’t tell the difference

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YOUR STORY

“WE AREN’T PICTURE TAKERS. WE ARE EXPERIENCE CREATORS”

-JEFF RICHARDSON

You c r e a t e a n e x p e r i e n c e b y at t ac hing it t o t he need or s t or y that y ou r b r a n d f u l f i l l s . You’re s e l l i n g a s t o r y t h at y our c lient s w ant t o b e a par t of, an d th at’s wh a t t h e y ’r e b u y i ng. T hat’s t he exper ienc e.

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What makes a senior choose a particular photographer, or even choose to have senior portraits done at all? Why are they really buying? Your brand story is the reason you do what you do and why the market cares about you, and your services are a manifestation of those stories. Your brand story helps you convey the type of value that you are adding for your clients. This story is made up by every single touchpoint with your clients or prospects. It’s what you stand for, it’s the value you create, and the personality you convey. A senior seeking you out may think she’s comparing features and prices of photographers, but what she’s seeking is really something else. It could be that she is imagining herself looking and feeling beautiful, or feeling amazing. She’s picturing her friends telling her she’s beautiful and oohing and ahhing over her pictures and getting hundreds of likes when they are shared on social media. Or perhaps she is looking to express herself, or have a voice, or be part of some type of cause. Whatever it is, it will be an emotionally driven need, not a functional one. We as photographers want to think that it starts with our clients wanting our services and seeking us out because we are awesome. The reality is your client wants to know how you will make her life better. She’s looking for an answer to some unrealized aspiration. How will choosing you as a photographer: • Make her look and feel beautiful, cool, popular, or whatever it is she desires • Help her express herself • Support causes important to her • Show that she’s a trendsetter You can be the best photographer in the world, an expert at lighting, and know your equipment better than the manufacturers - but if it fails to match up with your client’s perception then you are going to be wasting a lot of time convincing them to buy what you are selling, and justifying your prices. Sure, some people may just want something functional. But your fans - your true ‘lovers’ - are ones who you’ve made some type of emotional connection with.

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CREATING YOUR STORY Your brand story is told every single day through: • Every interaction you have with your clients • The images you create and share online • Your style of photography & enhancements • The copy on your website and in your sales materials • The way you engage online and in social media • How others talk about you • Design elements like your logo, studio decor, and website Every. Single. Thing you do. Often times we want to jump in to the latest social media channel, especially when we see others having success with it. In order for any marketing strategy to be effective - whether it’s social media, partner marketing, email - you need to be clear on what makes your brand matter to the seniors you’re trying to reach. So before we jump into tactics and tools for telling your story, you first need to create one. On the following pages we’ll cover what goes into creating your Brand Story Brief.

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ASPIRATIONS & EMOTIONAL NEEDS T HE BEST BRAND S FU L FI L L T H EI R C UST OM E RS’ A SPIRAT ION S - UN K N OWN How does your brand offer your clients an experience that moves them from who they are to who they want to be? Do your sessions and products offer a clear path to their idealized self ? Think about products or services that you use and love - how did they make you feel or get you closer to who you want to be? Below are some examples of aspirations to think about when you are brainstorming your own story. Thinking as your ideal client, do your sessions or products: • Help me be or look more creative? • Make me smarter? • Make me (look or feel) beautiful? More Popular? • Make me a better athlete? • Keep me inspired? • Have to do with a cause I support? Using a product that supports causes I like or am involved with, that make me a better person, helps me grow and makes me feel good about myself. • Make me more independent? By signing up with your studio does it send the message to others that I do my own thing? • Help me stay organized? Which makes me look smart or helps me work faster. • Fulfill my need for adventure? Does a session with your studio make me feel alive - is it unexpected and exciting? • Make me feel unique? Will working with you allow me to express myself and reflect my authentic identity?

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PERSONA - YOUR IDEAL CLIENT Who are you selling to? Before you create a story, you need to understand who your ideal senior client is. No one can successfully target everyone (or they end up reaching no one). In order to succeed, you must create a niche market for your senior business. How small or what that niche is, is up to you. Creating a profile means going beyond just basic demographics. You need to give a face (and possibly a name) to your target client. Focus on their likes and dislikes, their problems and solutions, and not just on their features (though these are important as well). You need to describe your ideal target client in such a way that it seems like an actual, real person or persona. When creating a persona, start by taking a look at your current and past clients to identify ideal clients. If your brand was a person, who would that person be? Where do they shop? Where do they hangout online and off? How would they talk? What music do they listen to? How do they dress?

ACTION I T EM: C R EAT E A TA R G E T C LIE N T PE RSON A

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P E RSONA EXAMP L ES : J A S O N T R AV I S’ PE RSON A PROJ E C T “By photographing an individual and the items he or she carries with them, Jason reveals a portion of their identity. Things normally kept private in the folds of a bag are made spectacle, giving insight into each person’s style, interests, and personality.” “Learning about my subjects through glimpses at their daily essentials gives me a direct line into their lives. Accompanied by conversation, I always get a unique story as well.” Jason Travis’ Persona Project

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PERSONA EX A MP L ES : MA I L C H I M P Mailchimp made their personas into posters and displays them in their offices. Their hope is that in doing so the customer will always stay in the front of peopleâ&#x20AC;&#x2122;s minds. MailChimp Persona Project

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P E RSONA EXAMP L ES : FR EE P EO P L E G IRL The Free People brand story is created around the experience of being a Free People Girl. This is their target persona or customer. “T he Free People Girl is a 26-year-old girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves T he Dears, and can’t resist petting any dog that passes her by on the street. Today we draw, design, sew and buy for her. We offer her countless options within our own Free People collection, so that even if she takes her best pal shopping, they won’t come out looking at all alike. And if she wants her colors and patter ns all mixed up, that’s even better, picking through our sweaters, knits and skirts. And our design team is expecting to offer even greater variety in our intimates and accessories business.” Free People uses their blog and social media in a sense as a place where their Free People Girl can be a part of that story. “Building 25 is where the magic of Free People happens. In the Navy Yard on the edge of Philadelphia a cluster of renovated warehouses sit alongside the Delaware River, and in one of them a group of young, fashionable, creative people – mostly women – delve into the details of living the life of the Free People girl. We sort through fabric swatches, take photos, share ideas, video, art, food and culture, and travel the world in search of inspiration to create fashion that reflects our creative, independent, impressively-bold and free-spirited FP girl. T he BLDG 25 Blog is a way for us to open the doors of our home to let you peek inside, come in, and hang out for a while. We wanted to create a place that merged our worlds and offered insight into the illuminating culture of Free People. We hope that this blog inspires you to embark on creative, fun, enlightened, and fashionable adventures each day, and that you retur n again to share your experiences with us”

Free People

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PERSONA EX A MP L ES : T H E K AT E SPA D E N E W Y ORK G IRL She is a Young Professional in a city: maybe in the public eye, maybe a writer, a docent, or program director at a charitable organization. She is invested in her work. She loves Art and Entertainment, is engaged in Fashion, and is Culturally Curious. She is a Downtown girl with an Uptown sensibility. the K ate Spade New York Girl • Is Culturally Curious • Participates in Life to the Fullest • Writes Her Own Story • Likes to stand out in a crowd the K ate Spade New York Girl She is quick and curious and playful and strong. She is a voracious reader and a fantastic dancer. She saves old snapshots but loses her umbrella. Her emails pile up but she never forgets to call her grandmother. She has $7 in change at the bottom of her handbag.

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MOOD BOARD Creating a mood board can help you visualize and establish your brand story, ideal client and all the details that go into it. Having a visual representation also helps simplify the process. Start by gathering items that represent the essence of how your brand feels and looks. Everything from colors, objects, clothes, brands, quotes, videos - anything that symbolizes these features. Think about your ideal client when creating your mood board. • Who are they • Where do they shop • What do they like to do • Where do they live • What car do they drive • What’s important to them

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YOUR WHY Your WHY: What is the purpose and the motivation behind what you do? What do you believe? What gets you up in the morning and gets you excited? Start with some “I believe/webelieve” statements.

DIFFERENTIATION STATEMENT What’s the one thing you want to be known for that differentiates you from everyone else? Why should someone choose your studio?

A C T I O N I TE M : DEFINE YOUR WHY & DIFFE R E N T I AT OR AN D ADD I T T O T HE T HE BR AN D ST OR Y B R IE F

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CORE VALUES Being about something means you have very distinctive values. W hat do y o u s t a n d f o r ? A v a l u e s h o u l d b e s o m e t h i n g t o l i v e b y. W h e n c r e a t i n g y o u r values, ask yourself: • Is this value genuine? • Does it feel compelling to you - could you live this ever y day in both your business and personal life? • Will it mean anything to your ideal clients? • Is it relevant to your brand? • Does it make you different? • A re t h e s e v a l u e s s u s t a i n a bl e ?

PERSONALITY

W ho you are: This is the personality and voice of your brand. Are you friendly? Fa s h i o n a b l e ? C r e a t i v e ? Re b e l l i o u s ? F u n ? C r a z y ? W h a t w o r d s a r e yo u u s i n g a n d w h a t ’ s y o u r t o n e o f v o i c e - f u n n y, s e r i o u s , c l e v e r, c o o l , i n - y o u r - f a c e ?

ACTION ITEM: D EFI NE Y O U R VA LUE S & PE RSON A LIT Y A N D A D D IT T O T H E BR A N D STORY BR I EF

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BRAND STORY BRIEF Complete the Brand Story Brief. It will be the foundation and guide for everything you do.

YOUR BRAND S T O R Y B R I EF W I L L I N C LUD E : ✓✓ A profile of your ideal client ✓✓ Your core values - what you stand for ✓✓ Differentiation statement ✓✓ Your purpose - the Why and the motivation behind what you do ✓✓ Who you are - your brand personality and voice

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FONTS + DESIGN STANDARDS

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#wea re t heSEEN

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MARKETING STRATEGIES FO R C R EAT I N G T H E E X PE RIE N C E A N D T E LLIN G Y OUR ST ORY

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WELL DESIGNED MOMENTS BUILD BRANDS - ANDY SPADE

P h o t o g r a p hy : N i c h o l a s A l e x a n d e r

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THE EXPERIENCE In the last the section we talked about how the experience is a story your clients want to be a part of. You create an experience by attaching it to the need or story that your brand fulfills. In this section we’ll look at different strategies and tools for telling your story. It’s important to weave this narrative into everything you do because it’s these little pieces of your story that will “hook” people. Social media and online tools allow you to get your brand message out there and show your values, your story, and what makes you different, through images, video and other content. Whether it’s a session, an offline event, or your website or social media , weaving your story narrative consistently in everything you do is key to creating the experience.

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CREATING THE EXPERIENCE Creating the experience is more than just the experience of being photographed. You create an experience by attaching it to the need or story that your brand fulfills. You’re selling a story that your clients want to be a part of, and that’s what they’re buying. That’s the experience. 1) Think of a few of your favorite places to shop, as well as restaurants and hotels that you love going to. What makes visiting those places an experience?

What are some ways that you can incorporate those experiences into your own brand and give it your own unique twist?

2) Look at a few of your favorite websites, blogs or social media profiles that are outside of the photography industry. What makes visiting those site an experience?

What are some ways that you can incorporate those experiences into your own brand and give it your own unique twist?

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INSTAGRAMMABLE MOMENTS Whether it’s a client session, an event, or the final delivery of the product, every interaction has the potential to be a shareable moment that clients can share on social media or even in person. Every single thing becomes a potential marketing moement. By paying attention to details, and weaving those opportunites throughout the entire client experience you are creating these Instagrammable moments and giving your clients tools to tell your story. Challenge yourself to create these moments for every touchpoint you have with your clients. Think about your ideal client - what types of things do they self identify with? Then create moments and details around that.

IDEAS • Have a photobooth or Selfie Wall • Unexpected items that people aren’t expecting - vintage items, a piece of furniture - something talkable • Make sure you have your studio hashtags visible - use the Social Card templates that are included with this campaign • In the example below, Jen Basford sent her senior clients Polaroid prints as Christmas gifts - it was unexpected and fun for her clients to share

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Jen Basford sent her senior clients personalized Polaroid prints for Christmas with her studio hashtag. Many of her clients shared these on Instagram and Twitter.

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MARKETING PLAN Taking action and being consistent are important to your marketing success. Having a plan or calendar with a list of ideas and themes, and when you are going to publish them and take action will keep you on track. Keep an idea folder on hand to add notes and ideas to. Create a list of key events, holidays, themes, monthly photo challenges for We Are The SEEN - anything thatâ&#x20AC;&#x2122;s important to you and your clients. Make sure to use the Social Holiday & Memes section for ideas. Things like: Product launches Events - proms, school events, etc A Cause that you are promoting Marketing Campaigns Memes Holidays Key Milestones - like your studio anniversary Add these themes to an Annual Calendar. See the next page. Monthly Calendar The monthly calendar is your content schedule. Using the ideas you wrote down in the Brainstorming exercise, begin filling in topics and ideas based on the outline you created in the previous step. Create one for each month.

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ANNUAL PLANNER

MONTHLY PLANNER

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SOCIAL CARDS Let clients know how to connect with you on social media. These are perfect for handing out at sessions or any other studio events. You can also use them online. The social bookmark template is sized for WHCCâ&#x20AC;&#x2122;s press printed bookmark product.

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ORDER DELIVERY CARDS Add this card to finished orders to encourage clients to share themselves using and displaying their final images. This serves as a testimonial of sorts and also provides future clients with ideas and inspiration for their own images. Itâ&#x20AC;&#x2122;s also a great way to get clients sharing stories and experiences with your brand.

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STICKERS

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T-SHIRTS

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DESTINATION SESSIONS Destination sessions for seniors are a great way to set yourself apart and offer a unique and exclusive experience for your clients. They can also be profitable.

HOW T O : Select a location that appeals to your target senior client. This should be a true ‘destination’ session and not simply a location that is a few hours away (think beach, ocean, mountains, or something epic). For example, if you live in Alaska then a beach in California would appeal to your target market more than the mountains (which are plentiful and ‘typical’ in your state). Choose the dates where you will offer these sessions and determine how many you want to offer. I recommend offering this during a scheduled school break if possible (such as a fall break, spring break, Christmas break, etc), though that isn’t critical. Also, you want to limit the number of sessions in order to make this more desirable for your target client. A good rule of thumb is to make these half day sessions wherever you go (meaning no more than 2 per day). You could also increase the value by offering a full day option too. Be sure that the session fee that you charge for these sessions will (at a minimum) fully cover all of your travel costs. The goal is for this to have a zero net cost for you up front. Market this to your target market as an exclusive offer with a limited number of sessions. Create an entire marketing campaign around these destination sessions and let your target market know that when they’re gone they’re gone. For the sessions themselves create an entirely exclusive experience that they can’t get any other way. Collect session retainer fees when your clients book, and be sure to schedule ordering appointments within a week of returning home to keep the buzz and momentum going. Use the images from these sessions to market future destination sessions each year.

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P h o t o g r a p hy : J e n B a s f o r d

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POSTERS

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ONLINE PROMO CARD This card is general branded card perfect for things like model calls, events, thank youâ&#x20AC;&#x2122;s or other types of studio campaigns.

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STUDIO MAGAZINE M AGA Z I N E: D I G I TA L A ND P RIN T WAYS TO USE THIS: • • • • •

A custom mobile app An online magazine A printed magazine or direct mail piece Partner Marketing And more...

D IGITA L O R O N L I NE MA G A Z I N E

issuu.com Issuu is a service that is used for creating digital magazines that can be embedded on your website or blog. They display like a flip-book magazine, and best of all they integrate perfectly with mobile as well. This service has both free and paid options.

CUSTO M MO B I L E A P P S

StickyAlbums.com Turn your magazine into a branded custom mobile app for your studio. Sticky Albums let’s you customize the look and add links back to your site and social media. See the section on using Sticky Albums for creating custom mobile apps.

PRINT O N D EMA N D Magcloud.com

Magcloud is a print on demand service that lets you print magazines and send them out even if it’s just one issue at a time. They are nice for creating low quantities to have on hand in your studio to show or send to prospects who call for information. Magcloud also has a mailing service and will send it for you. How often: Yearly or Quarterly.

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S t u d i o M a g a z i n e Te m p l a t e

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TESTIMONIALS & SOCIAL PROOF What other people say about your business matters far more than what you say about it. High school seniors especially are influenced by their friends’ genuine recommendations. They don’t want them ‘telling them where to go because they get something free.’ They want proof that you are who you say you are, that you will fill an emotional need, and having testimonials on your website provides that social proof and builds trust. Social media testimonials are especially effective because they are from ‘real people.’ It’s not a fake name, or a client’s first name only which can seem fake. It’s a real name along with a picture, so the comments have a lot of credibility. And in most cases your client left a glowing comment or posted something without being asked. Gather testimonials from clients and add them to your website, on all your mareting materials, and in your studio. On your website, add them on different pages throughout your site. Look for comments from clients on your social media, like Instagram, Facebook, or Twitter. Screen shot or copy the text. Survey clients either online or in studio. Examples of questions would be: • What hesitations did you have about working with me/us? • What did you like best about your session? • What did you like best about working with me/us? • Would you recommend me/us to a friend? • Is there anything you would have liked to see done differently? If so, what? • What’s the most important thing people should know about working with me/us? • Is there anything else you’d like to add?

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E XA M PL ES

Testimonials from Jen Basfordâ&#x20AC;&#x2122;s clients on Instagram & Twitter

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EMAIL An email newsletter is an easy, low cost way to build a list and stay in touch with current clients and interested prospects. It’s also one of the most effective ways to drive traffic to your website. You can also use emails to announce contests, Snapchat Takeovers and recaps of those events. Ideas for other newsletters: Create a ‘Social Digest’: People love seeing your best social media content aggregated into a single, easy-tofollow publication. Curate your Pinterest, Instagram, and Twitter posts and comments into a weekly or monthly ‘what you might have missed’ social digest. Event Social Recap: An event recap email is a great way to connect with fans who were at an event. By showing the best social content from the event in a social recap, you can leverage enthusiasm, with fans updating their Instagram or Facebook accounts with live photos, tweets, or videos that you shared from the event. Featured Client and Newsletter Showcase clients on your blog, then send an email with a short teaser and link it to your blog. RSS to Email MailChimp has a feature that will send out an email when new blog posts are published. Our email service of choice is MailChimp. It’s easy to use and integrates perfectly with our website. Plus we can setup a custom signup form on the iPad in the studio.

E m a i l H e a d e r Te m p l a t e

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BLOG A blog is an excellent place to build your brand and platform. A blog can: • Help you build a reputation, value and brand as an artist • Establish you as an expert in the industry • Attract more of an ideal client that values your work • Completely reinvent your photography, your business and style. Whether or not you decide to invest time into a blog will depend on you and your goals. If your market is high school seniors, should your blog be about high school senior portraits? Not necessarily. It can. However just sharing your work isn’t enough to attract much attention to your business. While it’s important to show your work, the direction you go with your blog will depend on your own personal goals, your brand, your strengths and your interests. People want to follow someone that inspires them. They aren’t necessarily reading blogs because they are interested in photographs. Successful blogs are designed around something bigger that connects them with followers in a different and more meaningful way. Their blog is based on personal work or a passion project that is unrelated to the everyday work that pays the bills. And as a result they are known for a specialty, a cause or a passion project, and that is what makes them successful and attracts the kinds of clients that value their work. Even if that work is unrelated. If you are starting a blog to share senior session work to try and get more senior business, you may be dissapointed. Here is a good article to help you explore some ideas and different approaches for your blog, as well as see what makes them successful. Making Your Mark As A Photographer

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PAGE TITLE SOCIAL STORIES

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“GIVE, GIVE, GIVE, GIVE, GIVE.....ASK.” - GARY VAYNERCHUK

The best digital storytellers use social media to “hook” audiences in for the deeper stuff. We should give, give again, and give some more before ever asking for anything from our community. We have to start respecting the nuances of every social platform.

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USING SOCIAL MEDIA TO BUILD YOUR STORY Why is that some photographers have lots of followers and big audiences, while others don’t? You’ll see someone who is not really a great photographer, yet they have a huge following. Then on the other hand you’ll see someone who is incredibly talented with little or no audience at all. Talent alone doesn’t help. The success of your social media depends on making some type of connection with your audience. Something beyond a product you are selling.

Hugh MacLeod summed it up perfectly when talking about blogs. The same statement applies to social media. “Nobody’s reading your blog because of your art. Your typical artist’s blog usually consists of little more than a photograph of the latest art piece, with a brief description like, “I painted this yesterday. I like how the purple dog clashes with the green sofa.” Or whatever. But the reality is, most people are not reading your blog because they have an inherent love for purple dogs and green sofas. They’re reading your blog because the person you are inspires them. They’re not reading your blog because they’re thinking of buying your paintings, they’re reading your blog because the way you approach your work inspires them. It sets an example for them. It stands for something that resonates with them. It leads them to somewhere that they also want to go. And if your blog can do that, suddenly your readers are associating purple dogs and green sofas with something that actually matters to them. And then, and only then, do they pull their credit cards out.” Before you start posting random things to social media, it’s important that you understand how your brand story fits into your overall social media strategy. Keep going back to your Brand Story Brief. This will help keep you stay consistent and on track.

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SOCIAL MEDIA TIPS Have a game plan or an outline of the types of content you will share How often will you post? What kind of content or themes will you be using? Your content should reflect your brand story and voice. Use the same profile name on all channels If at all possible, use the same profile across all social media channels. It makes it easier to find and recognize you. Especially when you’re posting across multiple social profiles. For example, Instagram also allows you to publish your image to Twitter at the same time. So let’s say you are tagged in an Instagram image, and that image is also shared on Twitter. The @handle used in the Instagram tag will also be displayed on Twitter. If your profile handles are the same, then you will see the notification on Twitter, and it will also show in your Twitter feed, giving you more visibility. Apply the 80/20 rule Don’t try to be on every social network. The 80/20 rules means that for most things, 80% of the effects come from 20% of the causes. For example, 80% of your profits come from 20% of your products. For social media, focus on that 20% and put your efforts there. Pick a couple of places and work them consistently rather than spread yourself too thin trying to be everywhere. For many senior photographers that will be Instagram and Snapchat. Know how the platform works Take some time to learn the nuances of each social media channel. If you are new to the platform, it helps to observe for awhile to get a feel for it. Don’t just run out and start posting a bunch of random images. Add content before you start following people People will checkout your social profile before they follow you, and they are not likely to follow you if you don’t have any content. Build up about 10-20 posts before you start following people. Be consistent and keep at it Rome wasn’t built in a day. If you are expecting to only use social media as a one way communication tool when you need to announce something you’re not going to have good results. Each social media post you make may not seem like much on the surface. Think of each one as a little hook or piece of your story that build relationships and keeps your customers interested. It takes time and each post builds momentum.

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CONTENT IDEAS FOR YOUR BLOG & SOCIAL MEDIA Here are some ideas for content to post about on social media or your blog that can help reinforce your brand story. Client stories Showcase any client that represents your ideal audience. Celebrate client achievements, awards, star athletes, and so on. Themed Series Having a regular or ongoing series for your blog can help define and establish your story - something that people look forward to and that you are known for. It could be a monthly creative type shoot you do, or something that’s based around a specific topic - like sports or fashion. Personal Work Many photographers and artists have found success through personal projects, and sharing that work on social media or a blog is a creative outlet. Personal work is also important for keeping yourself fresh, pushing you creatively and opening up new opportunities. Behind The Curtain Part of what makes portraits special are the individual photographers themselves who inspire others by the way they approach their work. We know that people are more likely to purchase something from people they know, like and trust. Behind the scenes posts show the quality that goes into making your product, establishes a personal connection, and gives your work a higher perceived value. Especially when shown in an aspirational way. These types of social content or blog posts can indirectly answer the question, “Why are pictures so expensive?”

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Ideas for Behind the Curtain Posts

• • • • • •

How I work - tools you use, your creative process Behind the scenes images or video from a session Images of product packaging A studio tour - take pictures or a video with your iPhone then post teasers on Vine or Instagram Write about what inspires your work Behind the scenes images of delivering client products or client orders waiting for pickup - this shows social proof

Audience Generated The idea behind these posts is to get your seniors involved in creating content, giving seniors an outlet for self expression and driving traffic through social sharing. These can also be used for contests. Have clients take selfies or images on Instagram, or videos on Vine, and have them use a specific hashtag with their images or videos. Then showcase the best ones on your blog. Schedule these throughout the year around different themes. Ideas for Style Roundup Posts

• • • •

What’s in your closet - hashtag their favorite outfit What would you wear for a dream shoot Your favorite shoes Summer Selfie

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SOCIAL POSTING SCHEDULE RECOM MEND AT I O NS

1-2 T I MES A D AY ( BUT N OT BA C K T O BA C K )

A D D T O Y O U R SN A PC H AT ST ORY 1+ T IM E S A D AY

1-4 T I MES A D AY

1-4 T I MES A WE E K

1X A D AY AT M OST

2 -3 X A W EEK

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SOCIAL TEMPLATES S O CIAL M ED IA I C O NS

For web, email and printed pieces

S O CIAL M ED IA S I Z I N G + G U I D EL I NES Sprout Social has a great guide on social media image sizing and formatting that is always up to date. Bookmark it here for quick reference

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INSTAGRAM Brand Style & Story Everything you post on Instagram - pictures, your profile image and every comment you make - should reflect your brand. If it’s something you don’t want followers associating with your brand don’t post it. Period. It’s important to use your Brand Story Brief as a guide to make sure that your content reinforces the experience you want them to have with your brand. Images Post photos and videos of unexpected and behind- the-scenes shots that feel authentic and immediate. People love the insider access feeling on Instagram. Don’t be super promotional and only post session images. And whatever you do, don’t post every single image from a session. On Instagram it’s not the number of images, it’s quality. All the images you post should reinforce the feeling and story of your brand. Filters Seniors do not like the standard Instagram filters and pictures that look overdone with filters. Style your images so they reflect the feel of your brand. It’s ok to use effects, but make sure they reflect the feel of your brand and that they aren’t just a random thing. How Often To Post We recommend posting consistently - daily if possible, and no more than 3-4 times a day. Spread your posts out throughout the day instead of posting everything at once. Followers get annoyed when someone floods their feed with a bunch of images at one time (and will often unfollow you if you do this). Try experimenting with posting at different times of day to see what times are the best for engagement in your market. Tagging People Make sure to tag people in photos, and also include some @mentions in the comments. You can also tag brands that are related to the image. For example, tagging a fashion brand of the outfit worn by someone in the image. This can potentially expose you to a bigger audience if it gets the attention of that person or brand. Do not tag people that are not related at all, and don’t tag the same people over and over as a ploy to get more followers. Encourage your clients to tag and mention you as well when they share images of you. Hashtag Strategy Hashtags are used a couple of different ways. To categorize your photos for discovery, and also for branding. It’s best to pick a few key hashtags and stick with them rather then posting random ones that are all over the place. See the section on Hashtags

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Add A Location When you post an image you can add a specific location, like your studio or the session location for example. When you add a location to the image it gives people a way to see all images that were taken at that location, and it’s also good for local discovery. It can also add to your brand story when you are at a venue, a store or someplace that reflects the brand image you are portraying and want to be associated with.

Create An Image Series Or Theme Having a regular or ongoing series for your blog can help define and establish your story - something that people look forward to and that you are known for. It could be a monthly creative type shoot you do, or something that’s based around a specific topic - like sports or fashion. For example, Fashion Fridays. Anything that relates to your brand story. Make sure to create a branded hashtag around your theme so it;s searchable and people can follow it. Play Off Of A Meme Or Pop Culture Event Play off of current stories that are interesting and relevant to seniors where you can put your spin on it and tie it to your brand story. Like music festivals, for example. Here are a few popular memes as well: #MCM - Man Crush Monday #WCW - Woman Crush Wednesday #TBT - Throw Back Thursday We’ve included a list of memes and ‘Social Holidays’ for more ideas as well. Tying your photos to current events shows that you are relevant and engaged, and it helps people relate to you more.

Encourage People to Share Your Images The quote card templates included with the campaign are great for this. Guest Instagrammers A Guest Instagrammer is when you have one of seniors take over your Instagram account for a day to post for you. This exposes you to their friends and it adds to the ‘realness’ of your brand. You could also find another related brand or business with a good following and offer to take over their Instagram account for the day. For example, if you were working with a local boutique, you could takeover their account and show behind the scenes images of a session using their clothes. G e t SEE N C a mpa ign

INSTAGRAM T I P S C O NT I N U ED Have A Contest Create a contest around a theme, and have people tag you and use a contest hashtag in the photo. See the section on creating contests. Don’t make it overly promotional. Something fun like ‘tag us in your favorite outfit,’ or have a contest related to a cause you support, or a current event like a holiday. Always Include A Comment On Your Picture You Post Posting an image without a comment makes it look a robot is posting. When you post, try to sound conversational and post a little comment about the image. Like something you would say to a friend if you were talking about the image. And be sure that it is authentic - ‘sunshine and rainbows’ won’t connect you to your target audience. Encourage Clients To Post Images Of Their Own With Your Studio Hashtags These were the Instagrammable moments that were mentioned earlier. The order card is one example of this, that encourages clients to post images with their finished portraits. Other examples are random shots at your studio or a contest. Share Client and Follower Images When clients do share images using your hashtag make sure to share the best ones, and at least like or comment on photos when they are shared. Cross Post Instagram Images to Twitter, Tumblr, Facebook or Google+ Instagram has a feature that lets you post right to Twitter, Tumblr and Facebook. Display and Share Instagram Images on Your Website and Blog Have a set of handpicked best Instagram images and display them on your website and blog. Switch them out monthly.

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EXAM PLES OF I MA G ES

I m a g e s # 1 & # 5 © N i c k A l exa nd e r Images #2 & #8 ©Richa r ds on St udio Images #3 & #9 ©Renee Bowen Image #4 ©Jen Ba s ford I mage s # 6 & # 7 © John P yle

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HASHTAGS What Is A Hashtag Hashtags are like keywords which can be used to organize messages on a social network, such as Instagram, Twitter, Tumblr, Pinterest or Facebook. This then organizes messages with given hashtags into one stream. Hashtags are added to social messages. You can use hashtags anywhere in your message â&#x20AC;&#x201C; in the main body itself or as a postscript at the end. Hashtags are useful for increasing exposure, organizing content and branding. Hashtags are preceded by the pound sign (#) and can be a word or a short phrase (i.e. #seniors or #3girlsseniors). You can place a pound (#) sign in front of any keyword(s) in your message and turn them into hashtags. The power of hashtags comes from other people using the same keyword(s) so that by clicking on a hashtag you can get a group of other messages on that topic.

HASHTAG STR AT EG I ES Branded Hashtags These are hashtags that you use for your own business. Itâ&#x20AC;&#x2122;s a good idea to do a search and pick one that is not being used by someone else. Examples: Everyday posting for your studio #3girlsseniors #mystudio #mystudioseniors #msseniors [studio initials] + seniors or [mystudio] + [product line] Create a Branded Hashtag for Campaigns & Contests #mystudiostyle #mystudiofashion Branded for Trends #mystudioswag #msswag #msseniorpics [studio name] + [Trend] d

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Use Related Product/Photography Hashtags These are hashtags related to photography or the industry that aren’t branded but are related to your business or product. They would be things that people would search for when looking for interests or products. #seniorpictures #seniorphotography #seniorsunday Lifestyle Hashtags These are used to connect with a brand or lifestyle you want to be associated with such as travel hashtags, inspirational hashtags, or cause related hashtags. #wellsaid #inspirational #welltraveled #likeaboss Use Location Hashtags #YourTown #YourCitySeniorPictures Use Popular or Trending Hashtags Piggyback off popular trends that are related to your brand. Using popular hashtags can get you immediate and bigger exposure but your posts will soon be lost in the archives of a popular hashtag. Less popular hashtags may not get quick results but your posts will last longer in searches for those hashtags. Don’t Hijack Hashtags Adding hashtags just because they are popular, even though they are not relevant to your photo, looks spammy. Avoid this. Don’t Use Too Many Hashtags Choose 5-10 related hashtags - adding more than that won’t increase your exposure and can backfire and make you look desperate for likes.

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INSTAGRAM CONTEST & CHECKLIST Make sure to make following your studio account AND mentioning your studio and using a hashtag a requirement for all contests. That will help increase your follower count. Contest Info Wording Example: • Follow [Your Studio] on Instagram • Upload an image of [ABC] and mention @yourstudio and #yourhashtag in the caption before [This Date] • Check our blog on [This Date] Instagram Contest Steps 1. Select a hashtag. Select a term that will relate to both your studio and the contest. Make it short and memorable. 2. Select a giveaway or some type of reward. • Being featured on your blog and a shout out on Instagram. • A gift card from Starbucks or a clothing boutique. • Cross promote with another local business for more exposure. 3. Create contest rules & instructions - keep them simple. Dates, what they need to do, and when the winner will be announced. 4. Create the contest graphic & blog post - use one of the templates provided. 5. Keep promoting the contest to keep engagement going. 6. Monitor the hashtag throughout the contest. 7. Select and announce the winner. 8. Display the winners and some of the best entries on your website or blog Photodesk - A Mac App that is helpful for managing Instagram and tracking hashtags. This is a desktop app for Mac that lets you manage multiple Instagram Accounts. It lets you track hashtags and download Instagram images to your desktop. This makes it easy to select a winner and save those images for posting to your blog. You can also track hashtags on Instagram and related apps for iPhone, iPad and Android.

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SNAPCHAT Snapchat is a mobile app for snapping and sharing photos and videos that disappear after a few seconds. You can take a photo or a video, add a text or doodle caption, and send it to your friends. Friends can view Snaps for up to 10 seconds, and then it disappears. However users can take a screenshot to save each snap. You can also choose to add Snaps to your Story to share with your friends or anyone following you. Snapchat is extremely popular right now with high school seniors, and it should be a key part of your marketing plan. Why Snapchat Is A Great Tool For Photographers There’s much better engagement on Snapchat because the message disappears so quickly - you have to watch or you miss it. It’s a great place to share your story because it’s about real moments Seniors love Snapchat because they feel more free to be themselves because the messages disappear so quickly. Unlike Instagram or Twitter where it’s out there for everyone to see. The key to Snapchat is real, unscripted moments.

Jen Basford used Snapchat to share sneak peaks from one of her model sessions. Snapchat is great for showing exclusive content like sneak peaks. Seniors love these, and will often screenshot them and share them on other social media channels like Twitter.

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There Are Two Ways To Use Snapchat Send an individual Snap: A Snap is a photo or video taken with Snapchat. You can set how long you want people to be able to view, 1 to 10 seconds, and you can choose who can view it. You can select one or multiple friends. Individual Snaps are private and can only be viewed by the person (or people) you send it to. Snapchat Stories: A Snapchat Story is a series of Snaps used together to create one viewable Story or narrative. You create a story by adding Snaps to it throughout the day. Stories can be public, and can be viewed an unlimited number of times in 24 hours. You can add as many Snaps to your Story as you’d like. You can also see how many people viewed your story, and if they took a screenshot of some of your snaps Scores Your Score is the total number of Snaps you have sent and received. It appears next to your name in friends’ contact lists and can see your friends as well. . Chat Lets you send private messages with friends on Snapchat. There are great how-to videos here that walk you through the basics for how to setup and use Snapchat here: https://www.youtube.com/user/OfficialSnapchat/videos Tips for Marketing with Snapchat • Put your Snapchat handle in your Instagram profile so people know to follow you there • Show sneak peaks to your clients from their session • Show unscripted, behind the scenes snaps from client sessions

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SNAPCHAT S ET T I N G S Make sure your View My Story settings are set to Everyone. This makes it public so everyone can view.

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SNAPCHAT & INSTAGRAM TAKEOVERS An Instagram or Snapchat account takeover is when a you/your business invites a guest to post on their account for a short period of time, usually a few hours, an entire day or in some cases a week or longer. The best Guest Instagrammers or Snapchatters are outgoing, reflect your target client and brand, and are popular - meaning they have an engaged or large following. In general, seniors won’t have huge followings, but many still get a lot of engagement. With seniors, Snapchat takeovers usually get more engagement and are more comfortable for seniors to do than an Instagram takeover will. The biggest benefit to a takeover is that your social account is introduced to a new group of followers who are potentially your target market, which leads to more brand awareness and new followers. Takeover Checklist 1. Use the included template to create a personalized Takeover invite for your client. 2. Ask your senior to post it to their Instagram, Snapchat & Twitter accounts to let their friends know. This doesn’t need to be done very far in advance - the day before is good, then a reminder the day of. 3. Post to your social media accounts as well. 4. Before handing your account off to your senior, change the password. Keep it simple so it’s easy for your client to remember. 5. Go Over The Details For What To Do • Time - how long • What types of shots should they post - real and authentic • Types of things they should not post - anything that detracts from your brand • Reassure them that it doesn’t need to be perfect or polished - the point is realism • Have them brainstorm ideas with you - seniors are really great at coming up with ideas and they know what their friends like to see 6. Post a recap on your other social networks, like Twitter and Facebook.

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MUSIC FESTIVALS #musicSEEN Music is a great way to reinforce your brand story in a way that creates an emotional connection with high school seniors. Music festivals are also popular with teens and seniors, so this is another way of capitalizing on that trend. Music festival hashtags are often trending during the event, and are very popular during that time. If an image you are posting is related, make sure to use the music festival hashtags when sharing your image on social media, which can potentially get your message seen by a much larger audience. A few of the We Are The SEEN Monthly Challenges are music related, so that is another tie-in as well. During the summer festivals, We Are The SEEN will be promoting engagement by asking followers to tag us with their favorite song, and use the #musicSEEN hashtag on their photos.

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201 5 Festiva l S c h e d u l e This is a list of popular music festivals.

Music Festivals http://www.musicfestivaljunkies.com/festivals/ SXSW

Governors Ball

http://sxsw.com/music

http://governorsballmusicfestival.com/

Austin, TX

New York City, NY

March 17-22, 2015

June 5-7, 2015

Bonnaroo http://www.bonnaroo.com/

Pitchfork

Manchester, TN

http://pitchforkmusicfestival.com/

June 11-14, 2015

Chicago IL July 17-19

Coachella https://www.coachella.com/

Lollapalooza

Indio, CA

http://www.lollapalooza.com/

April 10-19, 2015

Chicago, IL July 31-August 2, 2015

Shaky Knees http://shakykneesfestival.com/

Austin City Limits

Atlanta, GA

http://acltv.com/

May 8-10, 2015

Austin, TX October 2-11, 2015

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SOCIAL ‘HOLIDAYS’ AND THEMES In the Hashtag section we mentioned popular and trending hashtags are a way to capitalize on a current trend. It shows that you’re relevant and engaged. Another way to differentiate yourself in a unique way is by tapping into some of the more weird and unique holidays that aren’t as well known. These are great for social or conversation starters on social media and also an unexpected and funny way to show that you’re interesting. Look through the list below and find ones that you can use that are relevant to your brand. You can get the full list here. January 1 - New Year’s Day 4 - Trivia Day 19 - Martin Luther King’s Birthday - observed on 19th this year. 25 - Opposite Day February Key 14 Valentines Day Other 1 Superbowl 2 Ground Hog Day 3 The Day the Music Died - Buddy Holly, Richie Valens and the Big Bopper died in a plane crash in 1959. 7 Send a Card to a Friend Day - obviously created by a card company 9 Clean out Your Computer Day - second Monday of Month 10 Umbrella Day 11 White T-Shirt Dayy 14 Valentine’s Day 16 President’s Day - third Monday of month 17 Random Acts of Kindness Day 17 Mardi Gras(Fat Tuesday) 20 Love Your Pet Day 22 Be Humble Day 22 Oscar Night 2015 23 Tennis Day 26 Carnival Day 29 Leap Day - not until 2016, once every four years

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March Key 17 St. Patricks Day Spring Break - all month SXSW Starts Music Festival Season begins Other 2 Old Stuff Day 14 National Pi Day- Why today? Because today is 3.14, the value of Pi. 15 Ides of March 17 Saint Patrickâ&#x20AC;&#x2122;s Day 20 First Day of Spring (Vernal) Equinox 22 National Goof Off Day 29 National Mom and Pop Business Owners Day April Key 1 April Fools 5 Easter 22 Earth Day Other 15 Taxes Due 17 Blah, Blah, Blah Day 16 National High Five Day third Thursday 20 Look Alike Day 23 Take a Chance Day 23 Take Your Daughter to Work 4th Thursday 24 Arbor Day 27 Tell a Story Day 28 Great Poetry Reading Day 28 Kiss Your Mate Day - guys, do not forget this one. Kiss her, then read her some poetry. 30 Hairstyle Appreciation Day 30 National Honesty Day

#wea re t heSEEN

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Social Holidays cont May Key National Photograph Month Last day of school (varies) 5 Cinco de Mayo 10 Mothers Day Other 1 May Day 2 Brothers and Sisters Day 4 Star Wars Day 5 Cinco de Mayo 5 National Teachers Day (Tuesday of the first full week of May) 16 Wear Purple for Peace Day 20 Be a Millionaire Day - now we all can go for that 31 National Macaroon Day June Key 21 Fathers Day Last day of school (varies) Gay Pride Month Other 4 Hug Your Cat Day 14 Flag Day 21 Fatherâ&#x20AC;&#x2122;s Day - third Sunday 21 Finally Summer Day- Summer Solstice 27 Sun Glasses Day 28 Paul Bunyan Day 29 Camera Day July Key 4 July Other 3 Compliment Your Mirror Day 4 Independence Day (U.S.) 4 National Country Music Day 13 Embrace Your Geekness Day

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Social Holidays cont August Key Back to school (varies) Fall Sports Week 2 National Smile Week Week 3 Friendship Week Other 2 Friendship Day - First Sunday in August 2 Sisters Day - First Sunday in August 13 Left Hander’s Day 17 National Thriftshop Day September Key 7 Labor Day Back to school (varies) Self Improvement Month 9/11 Other 6 Read a Book Day 7 Labor Day First Monday of month 11 911 Remembrance 13 Grandparent’s Day - first Sunday after Labor Day 13 National Pet Memorial Day -second Sunday in September 19 Oktoberfest, begins, date varies 21 International Peace Day 21 World Gratitude Day 23 First Day of fall 25 National Comic Book Day October Key 11 National Coming Out Day 12 Columbus Day observed on second Monday 22 Yom Kippur 31 Halloween Other 3 Techies Day 12 Columbus Day - second Monday of month 24 Make a Difference Day 31 Carve a Pumpkin Day - no surprise here 31 Halloween

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Social Holidays cont November Key 1 All Saint’s Day 1 Daylight Savings time ends gain 1 hour of sleep 3 Election Day 11 Veteran’s Day 26 Thanksgiving Day 27 Black Friday 30 Cyber Monday Other 1 All Saint’s Day 7 Book Lovers Day - first Saturday of the month 11 Veteran’s Day 13 Friday the 13th 15 National Philanthropy Day 17 World Peace Day 26 Thanksgiving - Eat, drink, and be thankful. 27 Black Friday - Friday after Thanksgiving 27 Buy Nothing Day - always the day after Thanksgiving 29 Advent begins 30 Cyber Monday December Key 6 Chanukah lasts 8 days 22 Winter Solstice (shortest day of the year) 23 Festivus - for the rest of us! 24 Christmas Eve 25 Christmas 26 Kwanzaa 31 New Year’s Eve Other 1 World Aids Awareness Day 4 Santas’ List Day - we hope you are on the “Nice” list 7 Pearl Harbor Day 9 Christmas Card Day 21 Humbug Day 22 Winter Solstice (shortest day of the year) 23 Festivus - for the rest of us 24 Christmas Eve 25 Christmas Day 31 New Year’s Eve

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P h o t o g r a p hy : J e f f R i c h a r d s o n G e t SEE N C a mpa ign

#SOCIALSEEN Throughout the year We Are The SEEN will be promoting engagement by asking followers to tag us with theme specific images. We’ll be featuring the best ones on the We Are The SEEN social media and website. These are designed to build the We Are The SEEN brand which in turn grows our audience and benefits Get SEEN studios. We will be sending out reminders to Get SEEN members so they can participate and take advantage of a larger audience. Some of these themes will be tied to the Monthly Challenges as well. The themes we will be doing throughout the year: #wearethesSEEN Show off your favorite senior pic, music, style, travel and more. Share your pics on Instagram and Twitter with #wearetheSEEN for a chance to get featured on our site. Wanderlust: The Road Less Traveled - #theroadlesstravled Share your best travel pics on Instagram and Twitter with #theroadlesstraveled for a chance to get featured. #SEENentourage Who are your best friends - your ride or dies? Share a selfie with your besties, tag them in the caption, tag @wearetheSEEN in the caption, and upload it to Instagram and Twitter with #SEENentourage for a chance to get featured. #musicSEEN Share your best festival pic and favorite song. Share your pics on Instagram and Twitter with #wearetheSEEN and #musicSEEN for a chance to get featured. #causeaSEEN This is a fundraising social campaign that We Are The SEEN is doing to raise $10,000 for TWLOHA (To Write Love On Her Arms): • Buy a TWOLHA T-Shirt • Take a picture of yourself in your TWOLHA shirt • Join the movement. Share your pic on Instagram and Twitter with #wearetheSEEN #causeaSEEN and #TWOLHA and tag @wearetheSEEN for a chance to get featured.

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#the12SEEN A big part of our social media this year will be getting ‘The 12’ winners involved in sharing their stories on We Are The SEEN and SEEN social media. ‘The 12’ will be doing Snapchat and Instagram Takeovers throughout the year.

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CUSTOM MOBILE APPS High school seniors are very tech savvy and social, and offering a relevant product that is easily sharable and plays to their mobile habits is a must. Seniors love the custom mobile apps. Sticky Albums is a service for creating branded, customized mobile apps for your clients. It lets you control how the images are presented, and this provides a very natural way to encourage referrals. Rather than interruption marketing, seniors are sharing their images and experiences in a way that integrates with their life. This allows your studio to provide a cool product for your clients, and to connect with more of your target potential clients (and book more clients!) without being pushy. Custom mobile apps are great for: • Order-boosting incentives • Partner Marketing • A branded studio app • And more...

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STICKY ALBUMS TEMPLATES

P r o m o S l i d e Te m p l a t e

Ve r t i c a l L o a d i n g S c r e e n Te m p l a t e

H o r i z o n t a l L o a d i n g S c r e e n Te m p l a t e

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INSTANT SOCIAL FOLLOW FOR MOBILE APPS With Sticky Albums’ ‘Linked Slide’ feature you can create an easy way for clients to follow you on social media and encourage them to share images with a branded hashtag. In the example below, a slide was created with a link to our social profile, so when the image is clicked it opens the Instagram app and takes the viewer right to our profile. You can do the same for Twitter or Facebook.

1. First, go to scan.me and create an Instant Follow link for Instagram (or any other social network). 2. Then use the Promo Slide template to create a slide.

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3. In your Sticky Album, add the slide under â&#x20AC;&#x2DC;links.â&#x20AC;&#x2122;

4. Add the link you created with Scan.me. Anyone viewing the app can click the slide and they will be taken right to your Instagram Profile right inside the Instagram App.

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CAUSE A SEEN Philanthropy, supporting social causes and giving back are important to this generation, and they support businesses that reinforce those values. They want to be a part of a movement and doing good in the world. As a business owner and an artist you have the ability and power to use your voice for good. Giving back should be a part of what you do. Itâ&#x20AC;&#x2122;s good for your community and it feels good to do. It also shows that you support your clients. The cause or movement you support should have meaning to you and to your clients as well. It should not, however, be something you do just for the publicity or to get clients. There are a number of important issues and causes that affect and are important to your clients. Showing support for those things shows that you are about something more and that you care about being part of making things better.

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TO WRITE LOVE ON HER ARMS

To Write Love On Her Arms (TWLOHA) is devoted to raising awareness about depression, self-wounding and suicide, and connecting those who are struggling with these issues to opportunities to get healing and help. TWLOHA is about starting and fueling movement - itâ&#x20AC;&#x2122;s not a place to get help as much as much as it is a place to connect others to help. This movement is an inspiring one not only because it is near and dear to us, but it also really shows the power of story and how your photography and business can be about something bigger. We Are The SEEN has a fundraising page set up with a goal of raising $10,000 in 2015. We will also be raising awarenesss through our social media channels and planned campaigns. http://www.stayclassy.org/wearetheSEEN

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COLLABORATIVE SEEN - PARTNER MARKETING Partnering with other businesses can be a great way to reach your target client. Teaming up with other photographers for creative projects is also a great way to challenge yourself. Think about ways that you can use the Monthly Challenges with these types of collaborations. How can you work with another businesses to market and do something creative to give you both more visibility.

SEEN ON THE FLY Not everything can be planned. Part of embracing your creative genius is being open to those serendipitous moments of opportunity. Get a great idea that just pops up? Call one of your models or favorite and invite them in for shoot. Build time into your schedule to let yourself get creative.

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P h o t o g r a p hy : J e n B a s f o r d G e t SEEN C a mpa ign

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LICENSE & TERMS PERSONAL & COMMERCIAL LICENSE AGREEMENT USAGE TERMS and COPY The Get SEEN Senior Marketing Campaign + digital file(s) you have received were created by Seniors Ignite. Copyright 2015. PERSONAL & COMMERCIAL LICENSE AGREEMENT/USAGE TERMS: All files contained in this product are property of Seniors Ignite, and are being distributed by Seniors Ignite. The single individual Purchaser (meaning, the individual who actually bought the product) may use, copy and modify these files for their own personal or limited commercial use in the normal course of their photography business for one year from the purchase date. The Get SEEN Senior Marketing Campaign and digital files licenses expire at the end of the license term, or after one year from date of purchase (whichever comes first). The Get SEEN Senior Marketing Campaign and digital files may not be used in any format after the licenses have expired, unless the license has been renewed by Purchaser. Licenses can be renewed each year to extend the usage period for a new license term. These files are licensed to the Purchaserâ&#x20AC;&#x2122;s computer only and are not to be shared, loaned, rented, resold, distributed, transferred, or posted across a bulletin board, network, modem, Internet or web page in their original form. The purchaser has a license to create designs using these files to use in the normal course of their photography business operations, but is not licensed to re-distribute them in their original format to anyone or any place. Examples of correct usage: Designing physical or online digital items for photography business marketing or for your photography business clients. Examples of incorrect usage: Claiming any portion of the designs/products as your own. Selling any part of the Get SEEN Senior Marketing Campaign in part or in whole, and in any format, to anyone or any entity.

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License ter ms cont. Do not make copies of these files on any electronic or physical medium (including CDs, diskettes, or other storage medium) for reasons other than back-up purposes. Do not share these products with anyone. Do not purchase these products as gifts for anyone. They MUST be purchased by the individual designer who will be using them, or it will be considered that the individual using the designs has broken the copyright, and is therefore subject to all penalties associated with copyright infringement. If you use this product in an unauthorized personal or commercial manner, you will be liable for liquidated damages of up to $150,000 per infringement and all attorneyâ&#x20AC;&#x2122;s costs and fees associated with the process. The Seniors Ignite Team

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CODE OF CONDUCT RULES & legalese SUCK. We don’t like rules and complicated processes. It makes our creative brains hurt, and it’s a buzzkill. However, we also know how detrimental it can be to the success of any project when the environment becomes toxic from people who complain, who criticize, are mean, who steal, are untrustworthy, and are just all around jerks. It saps the energy from everyone and stifles openness, trust, growth and creativity. We want what’s best for the safety of our members, now and in the future. Which is why we have a zero-tolerance policy for this type of behavior. If you display any of this type of behavior, you will be unceremoniously removed from the Get SEEN group, your license to use the campaign will be revoked, and you will no longer be welcome to participate in the community. Seniors Ignite strives to provide a positive and encouraging environment for our clients. Anyone that is disruptive or negatively influences this environment, or is a threat to other members, will have their membership revoked. This is at the sole discretion of Seniors Ignite. The success of We Are The SEEN is closely related to our reputation, and it’s up to all of us to protect that reputation.

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Code of Conduct cont..... Examples of behaviors that are immediate cause for removal from Get SEEN:

•

Bad-mouthing a photographer to others (in your own market, the photography

industry, or anywhere else)

•

Targeting a member’s clients

•

Using Get SEEN strategies in your own workshops and presentations and pass-

ing it off as your own product (which is also a copyright violation, and comes with its own set of legal issues and financial penalties)

•

Charging in any way for sharing the Get SEEN information to others

•

You need someone to blame for your dismal sales figures, and you go on the

attack with bad behavior (complaining repeatedly, accusing other people, badmouthing on social media, and the list goes on)

INTEGRITY AND CONFIDENTIALITY To protect the integrity and trust of all We Are The SEEN members and studios, we have a few things we need to make clear. Our founders and members freely share their time, expertise, and mentoring, and have made a financial commitment to making this work for their studios and others. As a We Are The SEEN studio you are agreeing to commit to complete confidentiality between and among all members of the group. Anything said, shared, given, or received within the group is done with complete current and future guarantee of confidentiality. As a We Are The SEEN member you are also committing to not sharing, distributing, or copying of the Get SEEN Campaign in any way outside of this group, which includes but is not limited to, other professional workshops, events, online groups and forums, and mentorships.

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@wea re t heSEEN @ S E E N inp r in t

M a r ke t ing C a mp a ign

GET SEEN #wea re t heSEEN

Follow ‘The 12’ on Instagram and Shapchat to see behind the scene pics, and complete randomness!

P h o t o g r a p hy : J e f f R i c h a r d s o n