swichlacz@aii.edu
Monday & Wednesday 2-4pm
*these online assignment details may change -- class handouts are final
Four reports are due during the quarter; each report covers a different aspect of the business of photography. For each report you will refine your topic by choosing one or more of the assigned readings. You will also include research of your own. The reports outline facts and make the information applicable to a working photographer such as yourself.
Format
Two to Four pages typed including the following elements:
Title: create a clear title to describe the report's focus
Abstract: create a paragraph that concisely describes the report's focus
Major Points: outline the major ideas surrounding your chosen topic
Examples/Evidence: detail the main examples and/or evidence from your research. Make sure to include citation for
your quotes. There should be at least 12 pieces of evidence or examples
Conclusions: write a paragraph or two that summarizes the major points, evidence/examples, and makes a conclusion about the validity or usefulness of your research
Personal Applications: write at least one paragraph explaining how you can personally use the information outlined in your report
Bibliography: at least 3 sources listed in MLA style
Use complete sentences, formating, outlines and/or bullet points to clearly convey the information. Use correctly cited quotes in the evidence portion of the report.
Report 1 (Careers in Photography)
Report 2 (Stock Photography)
Report 3 (Clients)
Report 4 (Marketing)
Register a copyright on an image. Submit the e-recpiet to me via email.
A release is a written agreement between a photographer and the person being photographed, or the person owning the property being photographed. All images shot for commercial purposes need to have complete releases. You will create two custom releases that suit your specific needs.
Create two custom releases (model, property, pocket, etc...) The language should be specific to the needs of your particular specialization. Make sure to include your logo and contact information.
Print the two releases in full color.
Pick a professional photographer to study. Try to track down as much information on their business operations as possible – interviews, articles, educated guesses, etc... You will describe their work and style, create an estimate of their overhead expenses, describe a typical job/client, and create an estimate for the job.
Photographer Information
Photographer's Name
Place of Birth, Date of Birth
Photographer's Representation
Other Photographers with Rep
Publications, Websites
Photographic Work
Clients
Style (Subject, Lighting, Colors, Composition, Framing and Cropping, Film/Camera type, Location/Subject/Model, Set/Setting, Styling – Hair, Makeup, Clothing, Props, etc..., Pose/Positioning, Trope/Cliché, Concept, Effects, etc…)
Examples
Overhead Estimate
CDB – Including: Rent, Utilities, Equipment, Computer/Software, Insurance (health, equipment, liability, life, etc…,) Retirement, and Salary http://www.nppa.org/professional_development/business_practices/cdb/cdbcalc.cfm
Job Description
Client, Deliverables, Usage, Creative Needs, Production Needs, Assistants/Crew, Etc…
Job Estimate
Estimates should cover all of the costs a client will encounter
Hourly, Creative Fees, Production Fees, Licensing, etc…
Research a photographer and their work. Collect information about their career and examples in their shots.
Calculate their overhead/CDB – estimate when needed.
Create a job description for a real or imagined client.
Write up a case study report that includes Photographer Information, Photographic Work, Overhead Estimate, Job Description, and Job Estimate
Turn in the case study write up with any supporting documents.
Estimates are some of the most important documents you will be creating as a working photographer. Done correctly they allow the client to have a clear understanding of their obligations. Estimates should cover all of the costs a client will encounter, they should also supply details on licensing and outline the photographer’s services and deliverables. You will create an estimate and an invoice that suits your specific needs. Create a simple worksheet to calculate a general overhead.
Create an estimate and an invoice. The language should be specific to the needs of your particular specialization. Make sure to include your logo and contact information.
Print the two documents in full color. Include the overhead worksheet.
You have already created self promotional materials in other classes as well as for portfolio assessments. These elements should help build a unified and unique identity. Collecting and evaluating these materials can help shape a clear photographic identity for yourself. These materials should be edited to maximize their effectiveness. Package the promotional materials to create unity and capitalize on the non digital nature.
The Self Promotion Package includes:
Printed Materials
Colored Folder with Pockets
Logo at 4”x6”
Business Card
Custom CD Case
Blank Letterhead
Resume on Letterhead
Biography on Letterhead
Custom Release(s)
Estimate Sample
Invoice Sample
Formatted Report
Mailer
2+ Screenshots from Website
On CD
PDF of all Printed Material
Image Highlights, JPG gallery
PDF Advertisement Flier/Announcement/Price sheet etc..
Collect personal promotional materials.
Review the materials.
Edit your materials to make a powerful, unique, and unified professional identity.
Pick your most personally relevant report from the quarter.
Reformat the report to match your letterhead and other documents.
Create PDF documents and JPG gallery. Create a PDF Advertisement.
Print full color proofs of all material.
Package your promotional materials; exploration of presentation and materials is encouraged.
As your graduation date nears, it becomes increasing important for you to set goals for your career in photography. You may or may not want to start your own business, this exercise is meant to get you thinking about what it takes to work in freelance photography. The business and marketing plans you create are not meant to be compressive; but they should be realistic and well considered. Use clear language and specific data to create the documents in the report format.
Business Plan
1. Description of the Business
Basic Questions:
1) What general type of business is this?
2) What is the status of the business? Start-up, expansion or take-over?
3) What is the business form? Sole Proprietorship, Partnership, Corporation or Limited Liability Company?
4) What are your products?
5) Who are (will be) your customers?
Additional Questions for Start-Ups:
1) Why will you be successful in this business?
2) What is your experience with this type of business?
3) What will be special or unique about this business?
4) Why will your business be successful?
2. Products/Services
Basic Questions:
1) What products/services are you (will you be) selling?
2) What are the features and benefits of what you sell?
3) What Position do you have (or want to have) in the market?
4) How do your products/services differ from the competition?
5) What makes your products unique and desirable?
6) Why do (will) customers buy from you?
5) What makes you
3. Market Analysis
Questions for Existing Businesses:
1) Who are your current customers? (List largest customers or categories.)
2) What do they buy from you?
3) Why do they buy from you? (Quality, Price, Reputation, etc.?)
Basic Questions:
1) Who are the purchasers of your products or type of products?
2) What is the size of the market? Is it growing?
3) What is (will be) your share? How will your share change over time?
4) What is the industry outlook?
5) Are there segments of users who are under-served by competition?
6) Do any of these under-served segments present opportunities?
4. Marketing Plan
See Marketing Plan
5. Location
Basic Questions:
1) What is the business address?
2) Is it owned or leased? If leased, what are the terms?
3) Are renovations or modifications needed, and what are the costs?
4) Describe the property and the surrounding area.
5) Why is this a good location for your business?
6. Competition
Basic Questions:
1) Who are (will be) your largest competitors? List them.
2) How will your operation be better (and worse) than your competitors?
3) How are competitors doing? What are their sales and profits?
4) (If Start-Up) How will competition respond to your market entry?
7. Management and Operations
Basic Questions:
1) What is the business management experience of the management team?
2) What are the functional areas of the business?
3) Who will be responsible for each functional area?
4) Who reports to whom?
5) What will salaries be?
6) What management resources outside the company are available?
7) How will your products/services be produced? (Describe manufacturing processes, proprietary technology and key supplier relationships.)
8. Personnel
Basic Questions:
1) What are the personnel needs now? In the future?
2) What skills must they have? What training will you provide?
3) Are the people you need available?
4) What is their compensation? What fringe benefits will be provided?
9. Application and Effect of Loan or Investment
Basic Questions:
1) What is the total investment required?
2) How will the loan or investment be used?
3) How will the loan or investment make the business more profitable?
4) When will the loan be repaid?
5) If you are seeking equity (selling part of the business to an investor): What percent of the company are you willing to give up?
- What rate of return is possible for the investor? (Note: If your business plan will be presented to private investors, seek legal counsel to be sure you are in compliance with securities laws.)
Marketing Plan
1. Marketing Statement
Basic Questions:
1) How are you unique?
2) VMS Questionnaire
3) What is your Marketing Message?
2. List Business Goals
1) What are your goals for the next year, two years, and five years?
2) What Clients will you have?
3) What will your business be earning?
3. Describe your target categories
Basic Questions:
1) Who do you want to do work for?
2) Start with general categories but include specific – list agencies when possible.
4. Define your annual marketing budget
1) What are you able to spend on marketing? Budgets are often based on last year’s gross billings.
5. List potential marketing tools - How am I going to show them my work?
Basic Questions:
1) What are your potential marketing tools?
2) What other marketing strategies are you going to use?
6. Apply budget to the tools and apply a timeline guidelines
Basic Questions:
1) How often are you going to mail out?
2) How much will printing cost?
3) Will you have to hire a designer?
7. Covert timeline guidelines to specific dates
Basic Questions/Tasks:
1) Develop your marketing calendar.
Ask yourself the above questions – take notes!
Create a Business Plan and Marketing Plan document. You do not have to use the exact format in the above outlines, but you must answer the main questions. Both documents should be at least 5 pages in length.
Include a cover sheet and a table of content for both plans.
Turn in a print of your business and marketing plan along with any additional documentation.