P OP grew out of my love for photography, photographers and the creative process. POP Consults grew out of my love of working with photographers and for building successful marketing programs. In my experience, the photo industry is unique in that good marketing really works when there is a commitment to building a strong brand and to a consistent, strategic marketing plan—for photographers working with or without a rep. I also believe that an effective marketing plan can be developed for nearly any budget—you don’t need the back page of every issue of Archive or CA (although if you can afford it, advertising is also surprisingly effective in this market) to get results.
Prior to launching POP, I worked in publishing marketing for 10 years at the corporate and brand levels. I worked at a medium-sized publisher and was fortunate to be responsible for a full range of marketing and PR activities that included brand strategy, new market research and development, product launches, Ad and PR agency management, photo shoot production, art direction, and client and corporate event management.
I provide freelance marketing on a contract or a la carte basis based on your needs and budget. Please contact me for a free 30-minute consultation and with any questions.
Strategic Marketing Plan: Develop 6 – 12 month marketing plan and calendar including eBlasts/eNewsletters, direct mail, list building, website edit, agency, client and editorial meeting strategy and implementation (inlcuding phone and email outreach and meeting setting), blog strategy and development, sourcebook listings, advertising, social media, and portfolio shows.
Short questionnaire and conversation to determine photographer’s strategic strengths, vision and voice and positioning. This forms the basis for strategic decisions and targeted marketing and to help provide clarity when talking about your work.
Branding: Manage strategic branding and collateral development including logo, website, eBlast and direct mail templates, bio writing, business cards and stationary (letterhead, notecards, invoice forms) and portfolio editing and production (printed book and iPad).
Contact me for costs for marketing plan development, initial questionnaire and set-up of shared calendar and secure password storage. Marketing can be arranged as a tiered, monthly program or on a project basis depending on needs.
Manage Monthly Implementation/Marketing Calendar:
Lists Build, research and manage lists. Client must have AgencyAccess or AdBase account.
Sourcebooks Negotiation, initial set-up and monthly updates.
eBlasts Monthly eBlast or newsletter management to one or more lists, from image selection and copywriting to sending and reporting. We can talk about the best strategy for your goals i.e., frequency, campaigns for targeted lists, when to send personal work, etc.
Direct Mail Quarterly or bi-monthly direct mail. Design direction, list building, image selection, print management and mailing.
Small-run Targeted Direct Mail Development and management of creative direct mail to targeted list, scaled to any budget.
Blog Manage blog calendar.
Website Monthly updates.
Cost: Monthly packages depending on needs.
A la Carte Projects and Services:
Creative Consultation Strategic development of personal projects, portfolio and web editing and social media strategy.
Meeting setting Call and email strategy and implementation for regional agency, client and editorial meetings.
Targeted Promotions Creative consultation, list development and fulfillment management as needed.
Blog Maintenance Write and post to your studio blog. I generally recommend the blog is written in your voice. For some people it makes sense to have someone else manage and I’m happy to help if it’s a good fit.
Holiday mailing Concept for client holiday gifts and manage the packaging and mailing.
Costs: Billed project or hourly depending on scope.
Blog Strategy: I work with photographers (and reps) to develop a content strategy and editorial plan that helps you tell the story of your ‘brand,’ aligns with marketing goals and that scales to your bandwidth in a voice in which you are comfortable writing.
I love doing this work and have developed traditional single-column, short-post blogs to newspaper-style, multiple column and subject blogs. The process is collaborative and involves an in-depth conversation and Q&A followed by recommendations. Once direction is agreed upon, I develop a detailed editorial strategy document.
Please contact me for costs. I work on a project fee for this work and usually need two to three full days.
E. alison (a) alisonmccreery.com
If I don’t know something, chances are I know someone who does. If there is someone I think is better suited to your specific needs, I will happily refer you to one of the many talented consultants in this business. We all have different backgrounds and experience and can offer unique insight, support and guidance. I’ve also collaborated with other consultants and find that to be very effective and to provide a uniquely valuable experience to the client.