VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
TIDEWATER DISTRICT
2014 OFFICERS GOVERNOR
LT GOVERNOR
TREASURER
SECRETARY
Richard St.Peter, FP
Erin L. Clark, CPP
Tracy McGee, CPP
Bob Harper, CPP
rstpeter@charter.net
images@enephoto.com
tracy@kaiserphoto.com
bob@bobharper
(757) 372-7021
(757) 472-2955
(757) 513-0388
photography.com (757) 325-8300
FEBRUARY 2014 | VOL. 19 #2
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
2014 Superheroes Convention guide and schedule is here!
Scholarship Applications
Find out who is coming by visiting the
Download your applications by visiting the
VPPA .org website or click here.
VPPA.org website or simply click here.
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Have no fear, scholarships are here!
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
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! PAGE 3
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
A Look Back...
Next month’s meeting...
We thank Erin Clark for hosting last month’s
Where: Anne Companion Photography,
Tidewater Chapter meeting. We also appreciate
112 Kings Way, Hampton, VA 23669
Lisa Carter, of Photography by Lisa, and her helpful
When: Monday, March 17th at 7:00PM
presentation about newborn photography.
Guest Speaker: Jessica Robertson (see below). If you are
From the January Meeting
interested in attending a mini-workshop by Jessica earlier that afternoon, please contact Erin Clark at images@enephoto.com or (757) 472-2955.
A Complete Picture Senior Portrait 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.
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
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
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
WAKE THE LIGHT PHOTO WORKSHOPS AND TOURS 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/butterflyworkshop/ 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 workshop before 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 awakethelight@charter.net, or call 757-773-0194. I hope to see you in Richmond! Best regards, Mollie Isaacs
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
IMAGING USA 2014 By 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
GO TO IMAGINGUSA.ORG TO FIND OUT
a way of getting involved and that dream wasn’t realized until November
ABOUT 2015’s
9, 2013 when I received notification that I achieved the status of Certified
NATIONAL
Professional Photographer. The first order of business was to focus on building a business and part of the
PHOTOGRAPHIC CONVENTION,
vision included attending Imaging USA in Phoenix. Part of the planning included
EXPO, AND IMAGE
scheduling pre-conference courses. We arrived the evening of January 8 and
EXHIBITION.
checked into our hotel to get a good night sleep because classes lasted all day.
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VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
The first class we selected to attend was the
of business related items that helped us focus on
SMS workshop, Business Basics for Wedding
setting our prices and business strategies that
Photographers taught by Carrie Wildes, (www.
will help create a profitable solution to many of
carriewildes.com) based in Tampa Florida. This
our initial start-up circumstances. Overall, if you
class was designed to help identify what we needed
operate as a professional photographer then this
to do to establish a business that is profitable. We
is one class that is a must to attend.
were taught about competitive advantage among marketing, sales and pricing structures.
The knowledge and guidance you receive is simply amazing.
Thursday evening for three hours I was invited to
You leave with the knowledge that you are a
participate in a webinar with Melanie Anderson,
“Small Business Owner”
other wedding photographers, business models,
(www.andersonphotographs.com).
She
who happens to do photography.
focuses most of her business in Maryland on High School Seniors. She was kind enough to
Instead of exploring Phoenix I decided that
share her templates and marketing plans to help
attending another pre-conference class was
with developing a marketing plan and defining the
more important since I’ve been to Phoenix and
type of equipment needed to build a portrait studio
explored it in the past. The course that I selected
that focuses on high school senior photography.
was Getting Schooled with High School Seniors,
This was a great overview on how her business
taught by Bruce Berg, (www.bruceberg.com/
was run and what she does to stay relevant to
photography/seniors).
her customers. Plus, she had a really good ring
part of the morning talking about how his variety
light setup that was interesting.
of marketing plans worked and how is modeling,
Bruce spent the first
not ambassador, plan worked. Friday’s class was mainly taught by Bridget Jackson from the PPA. Bridget discussed a variety
PAGE 8
Just before lunch, Bruce had two high school
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
seniors come in. He discussed his approach to
( w w w. n o w i l a y m e d o w n t o s l e e p . o r g )
photography and his techniques. The class was
informational seminar with Sandy Puc’
small enough we were able to use our cameras
(www.sandypuc.com). I was already accepted
and the studio lights provided. This was a great
as a photographer and now volunteer in Hampton
hands own class and really helped understand this
Roads, so we spent most of the evening doing
market. Since I don’t shoot high school seniors
hands on photography with Sandy. A very rare
I am interested in learning, but for now I have
one-on-one with a PPA great.
decided to focus on weddings and maybe dabble a bit in seniors, mainly to get the experience.
Afterwards I attended the PPA Charities event and bid on a couple of items, but was quickly outbid.
From the time we arrived at Imaging USA there
That was okay, because I wasn’t really committed
were so many things to see and do relating to
to spending my Imaging new equipment money
photography that I spent most of my time taking
just yet.
notes and meeting some really awesome people. Saturday night had so many events happening
Sunday came, and I was first to arrive and ready
that you really had to choose what events to
to learn more about how other photographers
attend. I had won two tickets to a Photoshop
were managing and building their business.
training class with Juleanne Kost and met Bob
The first class I attended was Building a Better
Harper
Business taught by Jennifer Rozenbaum
(www.bobharperphotography.com)
only to realize that we were not that interested in
(www.jenerations.com). The class was okay,
learning more Photoshop and departed to attend
but not what I was looking to learn. So I left ten
other events.
minutes into the class and attended The Subtle Art of Persuasion taught by Jon Allyn
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
PAGE 9
VISIT JON ALLYN’S WEBSITE AT
WWW.JONALLYN.COM
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
(www.jonallyn.com). This was a great class on
this, you create an emotional experience and
building client relationships and how to build a
through that experience you can build lifetime
studio that differentiates itself from other studios.
relationships that will help your sales and customer loyalty.
The mid-morning classes were hard to choose from because they all sounded good. Suggestion
Sunday’s must-attend event was Getting it Right
is to have a group of friends attend different
in the Camera, with Sandy Puc’ (www.sandypuc.
classes then trade notes.
But I did select
com). She spent the program going over how to
Prosperity & Purpose: The Photography Business
manage lights and built your studio setup from
Through a Different Lens, taught by Jeffery Shaw
a single light source all the way to five lights to
(www.jeffreyshaw.com). He had a really good
create amazing in camera images that require
perspective on how to look at your business so
zero editing. My take away is if you are spending
you are moving forward and not staying stagnant.
any amount of time color, exposure correcting
Something that I am learning is very easy to do
after your shoot you need to go back and learn
with a business.
how to get a perfect exposure.
In the afternoon I was able to
After Sandy finished I headed over to The Loop’s
attend
of
(www.theloop.ppa.com) gathering and had an
School
opportunity to meet many of the photographers
The
Photographing
Fundamentals High
Seniors, taught by Kibbee Walton (www.artisanportrait.com). He showed hands on techniques
HIGH SCHOOL SENIOR PORTRAITS
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
on how to manage a high school
really smart people there and they want to help
senior portrait session.
you when you’re stuck with a question.
very
focused
on
He was
parent
and
grandparent involvement. By doing
PAGE 10
After meeting people at The Loop it was time for
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
the Imaging USA’s Welcome Party. This was an
working for her. I was starting to see an overall
interesting event. They had a red carpet set up
theme: as a small business owner, building
and brought models in to pose for photos. I really
relationships is the key to success.
liked the food and meeting people. I thought it was a little weird with the models and still trying to
The final class that I attended was hosted by Steve
figure out why a few photographers were running
Kozak (www.stevekozak.com) for new Certified
around with cameras shooting them. I was there
Professional Photographers.
to meet and greet and not take photos.
insight about photography and where it is going
He provided his
and how to leverage our certification to stand Monday morning came too quickly. I arrived to
out from other photographers.
The big take
see Jared Platt (www.jaredplatt.com) teach his
away from him is don’t just Facebook and send
class on Post-Production Speed in Lightroom
e-mails, but actually pick up the phone and call
5 and Photoshop.
I am always interested in
people. He was right! I sent e-mails to potential
learning more about speeding up my workflow.
brides and right after his class I took the time to
I am able to go through 2,500 images in about
call the 25 people I had emailed and consulted
an hour (selection) and then send the selected
with eight. I booked three! Wow, who would have
images to www.postedits.com for correction
thought the phone works for business?
before presenting them to my customers. Once Steve’s class was finished I headed up to After Jared’s class, I attended My 10 Favorite
the Grand Imaging Awards and was stunned at
Money Making Nuggets taught by Kimberly Wylie
the work presented for competition. Since I have
(www.kimberlywylie.com).
This was a great
a goal of achieving my Master of Photography
class to gather additional ideas that seem to be
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
VISIT KIMBERLY WYLIE AT
WWW.KIMBERLYWYLIE.COM
PAGE 11
to enter, but my game really needs to step up so
VIRGINIA PROFESSIONAL PHOTOGRAPHERS’ ASSOCIATION
I can start achieving merits.
time to go through all the information, DVD’s and products. As I continue my journey to building a
I was scheduled to fly out Tuesday afternoon
new photography business I have come to this
returning to the reality of life, but not before I was
realization: successful photographers have a
able to sneak in one more class, Maximizing Your
brand, build relationships and continue to grow
Senior Sales with Kent Smith and his wife Sarah
as photographers.
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.
With my excitement, I am already blocking out time for Imaging USA 2015 in Nashville. My goal
I would be remiss if I didn’t discuss the Expo
for 2014 is to generate $50K
Floor. There was a lot of vendors there selling
in gross sales so I can attend
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
the three-day SMS Business Breakthoughs Workshop.
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
Until then I am building the brand, setting my prices, and finding
to purchase and was able to keep pretty close to
my voice as a photographer. I
the list.
am so excited that 2014 is here,
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
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and I am now a small business owner that happens to specialize in wedding photography. D