Police, Fire (volunteer or paid), EMT - these are all the people in uniform who are a new segment to work with. There are a couple of ways to market to them....
** Remember as always tweak this to work for you. Figure your price margin. It may not be the same as mine. Make sure it works for you, too before you jump in.
1. DISCOUNT SESSIONS - at your studio/alternate location
You can offer them to do a headshot of them in uniform and dress uniform discounted. Usually this is just a few poses and often will only take a few minutes. My current discounted rate for them is $29 and they get a free 5x7. Make sure you capture information and add to your newsletter. Many of these professionals have families and they will remember you when it comes time for family pics! Make sure that you treat as any customer. Send thank you note with cards and referral cards. P.S. these all will work easier if you offer online proofing and ordering. Come up with a couple packages that seem to work. This would resemble how your kids school pics work. A la Carte and a few packages. Keep it simple.
How to market - Simple letter or promo card to station about the offer- you may want to call ahead or check the town/city website for chief or head name. The mailer should let them know that there is a discount price. In some towns they have conventions. If it is a small convention (like we have in our town) the booth may only be between 20-50 (in our town it is $25 for the firefighters trade show). Small price to pay to reach out to thousands of people. If you know any men (or women in uniform) it wouldn't hurt to do a couple shots for display and promo cards.
2. Offer Picture Day at the Station
This would be offered on a specific date and time. You may have to be flexible as fire calls and police calls happen unexpectedly - trust me I know as a wife of a volunteer firefighter. Just ask me about the time I was abandoned at Target:) I would also have a day that would be for make ups only. I personally would have a signup. Keep the signups about 10 min apart. Take 2 poses. 1 head shot and one length. Either in dress uniform or their duty uniforms (if chief wants both to be offered, I would make the appts 15 min apart). Only one background, light set up and limited poses will make these consistant like school pictures. If there is more than a certain # signed up, I usually just charge for prints and a "handling charge" of $5 (you can charge what you like). I personally would do the prepaid packages and ala carte just like school pictures. I would not do online proofing as it is time consuming and you are not charging a session fee. I also do not retouch photos unless there was an error with white balance or color on my part. I order packages from my printer and deliver to the chief or my contact. They are responsible for getting to the people. In every pack, I include a discount card for a "full Hometown Heroes session" This will let them bring family, do multiple dress changes, will offer creative options - black and white, and retouching. I would give them $50 off my session fee. Also include referral program and your card. Make sure the ordering form includes a release and a spot where you can capture email.
How to market - Simple letter or promo card to station about the offer- you may want to call ahead or check the town/city website for chief or head name. The mailer should let them know that there is a discount price. In some towns they have conventions. If it is a small convention (like we have in our town) the booth may only be between 20-50 (in our town it is $25 for the firefighters trade show). Small price to pay to reach out to thousands of people. If you know any men (or women in uniform) it wouldn't hurt to do a couple shots for display and promo cards. *** You may want to offer the chief/head low res cd of all the headshots (for badges/ID's) either for a low price or for free depending on participation. As a goodwill gesture, I do offer to take a group shot with the trucks or vehicles. I will give the station one as a donation, however, this is a add-on sale for the guys as well - they can order one for XX amount. I charge $15 for a group shot 5x7.
3. Offer to take pictures for a community event
Donate your time to go to the event and take pictures. I would set up a stand where the kids can take a pic with the fireman/firetruck, etc. Have parents sign a release get an email. Online proof them as a batch in one cart - use same password for all to make it easy. Send them email when ready. You can either donate net to station or send a fixed $ amount. That is up to you. Add them all to your newsletter list. Have a pick up day at the station. If they are not able to come, they pay shipping to their home. Simple, easy. And who doesn't want a picture of their kid with a firetruck? Great way to build your client list! In each pack - offer a % or $ off session coupon, a referral program promo card and a business card!
How to market - Simple letter to station about donating your time- you may want to call ahead or check the town/city website for chief or head name who to address to. You can also make a personal phone call or visit.
Numbers crunch - lets say there are 40 guys at a volunteer station and 3/4 participate. My cheapest package is $20 so if 30 guys participate at the minimum there is $600. for 30 guys - may take you 4-5 hours, less if you are more efficient and have helpers or you schedule 5 minutes apart - you can do in under 3 (or if you have second light set up and background and person- you can do in an hour or two. Plus you know have more potential customers!
I am working on a Freebie Friday with some of the promotional material that I talked about here. I am also working on the full package as well. Getting together all my material and writing a manual as well. Stay tuned!!!
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