Schoolphotographers.net

Why Mugshots?

2007-03-04T12:02:00.000-08:00

So you are a great photographer with a savvy business sense. You excel at your craft and take pride in your work. Your clients are loyal and say great things about you. So why on earth would you want to photograph under the Mugshots Brand? Why not "Linda Russell's School Portraits" or "Happy School Photography, by Linda Russell" or how about Linda Russell's "Cheap and Fast Head-shot Taken At Your Child's School?

Well, when you put it like that...it doesn't even make sense to photograph in the schools does it? Mugshots is designed to offer you a clear product differentiation. Think, Banana Republic, The Gap, and Old Navy- same owners different marketing and pricing. Marketing minds and economic guru's recognized that market diversity gained them a strong hold on customer loyalty and ability to up sale. They didn't define themselves as Economy GAP, GAP and More Refined GAP.

Okay, so instead of using my name I'll just find my own cute economy name. Worked for Linda, why not me? Great, come up with a cute name- register it, dba, LLC, hire a talented full time designer (I'm clever, I can do that myself-in my spare time) design a second website, create a marketing campaign-email, printed collateral, design new products, research labs, research hosting. Create unique packaging, product lines. Make alliances with other companies. Educate myself to the school photography industry-what are service items? Create a portfolio aimed at those services. Devise price lists, sales materials, envelopes, proof sheets. Posters, reminders- etc.
Time to make a portrait. Shall I print my own packages? I could save money by doing that myself as well. This seems like a lot of work- maybe I will just let Lifetouch or one of those other big companies keep this billion dollar market and I will keep doing my thing. OR you could work with Mugshots keep the profitable part and share the expenses with other like minded photographers.

By being a part of Mugshots you are a link in a chain that will change school photography. Every beautiful portrait you create will make it possible for another photographer in a different city to do the same. By working together under the same Brand we will be able to help our fellow artists crack the 89% market giant. By networking among ourselves we can support, share and encourage each other photographically as well as business-wise. By combining our resources we grow faster with better service, exemplary packaging, marketing and buying power.

Or you could do it yourself, I did. Which is why I am building a company so others won't have to work nearly as hard bush-wacking the path. Come on...let's create a network of success instead of continuing stepping over dollars to save nickels.

Disruptive Business Model

2007-02-16T10:25:00.000-08:00

Recently, thru my business research travels I discovered what most business school majors already know- the concept of a disruptive business model. Being the passionate student of Mugshots growth I decided to apply the principals to Mugshots to once again see our potential for success. Hurray, once again the business Gods agree with my "eight ball" -"all signs point yes".

What makes a good disruptive business model
Clayton Christensen's 6 characteristics to look for.

1 | It enables a larger population of less skilled or less wealthy people to do something more simply and conveniently that could historically be done only by experts or the wealthy.
Mugshots offers expensive marketing, customer service and volume lab services to the community photographer. A higher quality portrait product at a volume price to the parent.

2 | It exploits the innovation's unique attributes in new applications rather than stretching to meet the product or service requirements in the mainstream market.
We are applying products and services that are proven in other aspects of the portrait photography market and applying them to school photography thereby introducing an very new vision of school portraiture.

3 | It disrupts markets that are underserved rather than seeking to disrupt overserved markets.
The current school photography commodity product offers nothing in the way of quality or continuity of local photographer service. We are presently a very unique option.

4 | It reshapes the retailing business model to earn profits in a new way.
Absolutely, in all ways possible.

5 | It facilitates existing patterns of customer behavior rather than assuming a change in customer behavior.
We keep what works and change what doesn't. Parents are programed to purchase school photos, it is in the Parent DNA package instructions.

6 | It focuses on a specific customer need and builds a brand positioned squarely on that need.
School is a great place to photograph kids. Behind every school portrait is a parent..... etc. We are definately branded.

Welcome Photo Expo

2007-02-08T19:10:00.000-08:00

It was an exciting day meeting photographers here in Pasadena. We are delighted at the response that we received as we shared our success in school photography. We are looking forward to an even more confident tomorrow. If you visited with us and are considering joining the Mugshots team be sure and come see us with any more questions that may come up! We can't wait to begin working with like minded visionaries who see that school photography can really be changed!!!

Photographer Survey

2006-11-28T16:15:00.000-08:00

Help us on our mission to change school photography by sharing your thoughts and business experience. Golden Gate University marketing department is working with Mugshots on a marketing survey that is focused on how we can best help community photographers enter into the school market. We got a late start and would love to have at least 100 partcipates so feel free to spread the word to your photographer friends who might be interested in photographing in the schools for fun and profit. :0) Here's the link, it won't take longer than a few minutes.
Thanks!
http://www.zoomerang.com/survey.zgi?p=WEB225U4AR9VTA

Grateful Moment

2006-11-10T13:43:00.000-08:00

Well, we are just catching our breath from photographing some 6000 smiling faces and it is time to start thinking about next year. Wait! Stop the press, it is actually time to sit for a moment. To settle into the sense of satisfaction in a job well done, a bank account filling up and an enormous number of very pleased customers.

Wow, that is a gratifying feeling. A pleasure.

Next week, we will catch the wave of success and send out marketing materials to the schools that are still plagued with unhappy parents and frustrated kids who still don't know there is a better way to make school portraits. It will be great! But for this moment I will just sit here grinning, remembering all those smiling faces that peered in my lens.

Welcome Professional Photographer Magazine Readers

2006-11-07T15:35:00.000-08:00

We are delighted you have stopped by to check us out. Please sign up or email us so we can network together to change school photography into the product it deserves to be. We are currently working on a number of ideas for helping other photographers see the level of success that Mugshots has reached. This year's Fall ordering season is showing a strong increase in order averages as well as a huge surge in online ordering. It feels like a "tipping point" is looming here in the Bay Area and we really want to see our vision of school photography spread to others.

In the next week we will have a link to a Golden Gate University marketing class's online survey where photographers can share with us what they need and want in the way of support. You can also check back here for more information regarding "Mugsy U" workshop/summit in the beautiful Napa Valley. We will be are hoping to entice 20 of you to join us in learning, networking and crafting a new vision school photography company in your area! We will be sharing EVERYTHING we know, 20 years of innovation and experience. Join Us! Make money and beautiful portraits so parents can stop you in the grocery store and tell you what I hear all the time..."you took the most beautiful photo of my child at school." Over the tomatoes they have to pull it out of their wallet and share it with me. You know why? Because "school is a great place to photograph kids." Cross my heart.

Revolution Redux

2006-09-20T18:20:00.000-07:00

Seminal School-Portrait Photographer Dies At 92

So Mugshots School Photography isn't the first revolution in this industry. It turns out the blue background was revolutionary for it's time. The more things change, the more they stay the same....click on the link above to find out more about the Godfather of the current school portrait.

Scrim Jim

2006-09-12T09:45:00.000-07:00

This year we have incorporated the Westcott Scrim Jim into our photo days and life is grand. Using this wonderful scrim we are able to manage sunlight all day long and have almost eliminated fill flash entirely which is giving us much nicer images. Running a successful photo day is challenging enough without having to chase the shade around and worry about spectral spit on gums and teeth. Digital certainly has it's advantages over film but not when it comes to flash. We have also found ways to control eyeglass reflections though we are still working on the "transition lense" sunglass condition.

The above image is an example of how we are now able to create shade where there is none. The reflector to the right is bouncing just a touch of side lighting and the white fabric on the ground bounces a hint into the eye shadows and helps with any "green" glow.

Fall Season Up and Growing

2006-09-02T15:22:00.000-07:00

Well, my daughter is now installed in a college dorm room and the dog has filled the vaccuum . Funny how that works (not that I am equating my dog with my daughter-it's an energy space thing). It is like losing a large contract and thinking the world has ended and we are all going to starve and the next day the phone rings with an even better gig. Years of business and parenting have taught me this and still I forget.

Parenting and running your own business can so often be at odds. I can remember every first day of school since preschool. I would monitor the calendar, just waiting for that early fall day to arrive, anxious to get my children out from underfoot. Then I would cry all the way home after watching them nervously entering an another grade. First days and last days of school are so melancoly, I would long for the serenity of 6 hours of focused time and while nursing the hole in my heart that they filled with their laughter and unrelenting energy during the summer.

This year the drive home was longer and the hole a whole lot larger. I couldn't wait to clean her bathroom and remove the Red Stripe beer bottles from her bedroom window-(there, not because she participates in underage drinking, but because she loves all things Jamaica-right..).
My satisfaction in raising the curtains for the first time in 4 years was as transitory as a new, clean lunchbox. While my job as a parent is not complete, my role as her daily manager is finished. Whether I did a good job as a parent will be up to some therapist's assessment I suppose, but that I loved my children and did the best I knew how is a banner I can raise proudly. As I hugged my sweet girl in her room surrounded by her personal creature comforts I remembered another girl, the one that still haunts my now more womanly frame. The young woman who had dreams that were not woven with child-rearing and I suppose it is their time once again.

Besides, 2 days later I started photographing all those smiling school children and going to bed at 9:30 pm with no rap music in the room downstairs was not all that bad.

Local News Paper Coverage of Mugshots

2006-08-13T14:37:00.000-07:00

San Rafael photography studio specializes in school pictures
Carla Bova-Marin Independent Journal

Most people remember school picture day - standing in a long line with classmates, sitting in front of a bland screen where a stranger shoots a frame or two and promptly moves on to the next student.
The result, many recall, was often an awkward photo capturing a crooked smile and tousled bangs with no second chance to get it right or at least better.

Photographer Linda Russell of San Rafael says it is time for a change.

She founded Mugshots School Photography hoping to bring local photographers into schools to take high-quality pictures.

A tough task in a $1.5 billion industry traditionally dominated by large companies, according to Russell.

"It is a price-based commodity in dire need of being revolutionized," Russell said. "Why is the decision made on price-point instead of quality? I am out to change that by empowering qualified community-based photographers to get into schools and be a part of that market. That is what is making the product better."

"I like the idea of giving a better all-around experience and product by making it part of the community instead it being a once a year, money-making service item of a national commodity."

Russell, 51, started Mugshots in 1993, shooting 200 students a year at Marin Waldorf School and earning $10,000 in gross sales.

Today Mugshots shoots close to 5,000 students a year at 25 to 30 public and private schools in Marin, Sonoma and San Francisco counties, from preschool to high school, and logs more than $195,000 in gross sales.

Russell takes students out of the classroom, away from the screen. Kids have several chances to get the perfect shot and parents get a choice.

"She takes groups of children outdoors in a very natural setting with a natural background, not the typical background," said Kathy Newman, program director of San Anselmo Preschool Center which has used Mugshots for at least 10 years. "Linda takes multiple pictures of all the children in our program in multiple poses. É She really captures children."

This year will be the fourth year that Marin School of Arts & Technology in Novato uses Mugshots.

"She took them outside in natural light and took a lot of time determining what the best place on campus was for the best view, the best light for kids and the results were very natural," said Angela Knudsen, office manager of the charter school. "We really like the pictures and they suited us because we wanted pictures that are not cookie cutter pictures of kids. ÉThe kids look like themselves - young, lovely and in the perfect light."

Knudsen said Mugshots' online component is handy and saves time.

"We get pictures in a file and can use it for ID cards. For a small business, that is quite nice," Knudsen said. "She wants to take some burden off the school office, and I am particularly fond of her for that."

Traditionally, large companies have a prepaid program requiring parents to pay for photos before seeing them.

Russell boasts a preview program where parents can look at photos before purchasing, select from several options and buy online.

"No one has to order if they do not want to," Russell said. "They look before they purchase and if we do a good job, then they spend money."

Mugshots packages range in price from $18 for 16 half-wallet sized pictures to $50 for two 8x10s, two 5x7s, eight wallet size and 16 half-wallet size.

"We are more expensive because we take multiple images. We allow you to look at the pictures before you purchase, and you are getting a better quality photograph," Russell said. "I am not price competing with the school photography companies É because we are not the same product."

Russell said it is difficult for local photographers to get into the industry because schools have dealt with well-known, long-established companies versus independent contractors.

"The school photography market is dominated by one company, a national privately held company called Lifetouch, that has something like 89 percent of the marketplace and the local photographer is closed out," Russell said.

"The school contract becomes the barrier to entry for the local photographer."

Mugshots has created a model to help get local photographers into the mix and give schools the assurance they are going to get a qualified photographer.

"Mugshots' growth plan provides photographers who are interested in photographing schools in their community and gives them all the marketing materials, all the back-end print fulfillment and all the training necessary to do it," Russell said. "And the schools get what they want which is security and contract support that they need."

Knudsen of the Novato charter high school is at ease working with Mugshots, saying Russell takes care to work with her clients and meet their goals.

"I am pleased to work with a small and newer business," Knudsen said. "She tries to do it like a photographer in business rather than a businesswoman who is doing photos. It really is the difference. Her approach is from a photographer's point of view and it shows in the pictures."

Russell cut down on shooting weddings to focus on growing Mugshots and its model.

She got a vote of confidence recently when she was selected as one of 20 women entrepreneurs to win the Make Mine a Million Business Program award, which seeks to help one million women-owned businesses reach $1 million in annual revenue by 2010.

Recipients get one year of mentoring and professional coaching as well as marketing support. They are eligible for a line of credit from OPEN from American Express, the company's small business division, and for a loan of up to $45,000 from Count Me In for Women's Economic Independence, a national nonprofit lender based in New York.

"Photographers are lone rangers so part of the excitement was embracing the idea of community and networking," Russell said. "It brought me out of isolation to a whole world of businesswomen who share resources and support one another."

Russell began working in photography in the early 1980s when she was in her early 20s in Sausalito, taking pictures of people in Western clothes.

"It was one of those places where you dress up like a cowboy or a saloon girl," Russell said. "You put them on this set, then we would shoot it, develop the film in this little room and they would pick it up. It was fun."

Then she moved on to the Sears Portrait Studio in the Sears in the Mall at Northgate.

"There was no decision-making but that is really the root system of school photography," Russell said. "At Sears I learned to work really fast and to sell my work. É I liked photographing kids and I had a knack for kids."

By 1982, when Russell was 28, she started selling photography equipment at what was then-called Northgate Photo.

"I wanted to learn more about gear," she said. "I had an ability to sell and I got a discount on equipment. I got to learn what was available and how it worked while getting paid."

With the birth of her first child, son Jarreau, the next year, Russell became a stay-at-home mom.

"I now had my own living, breathing subject and I started to photograph, develop film, process and print in the darkroom during nap time," Russell said. "I started to see photography more as an art and less as commerce at that point."

Photography changed again with the 1988 birth of her daughter, Jesse.

"Where my son was really easy to photograph, my daughter had a mind of her own so she pushed me to a different level in photography," Russell said. "I started photographing the process of parenting, the tantrums and what it felt like."

By 1990, Russell was a single parent and started selling her first pictures, did first her exhibit and shot weddings and portraits.

Operating from her San Rafael home, Russell started Mugshots in 1993 after a client asked if she was interested in taking the school pictures for the Marin Waldorf School.

"I would say yes to anything," Russell said. "I had two kids to support and I was a kid photographer."

"When I photographed that first school, the big huge moment was to see that it was really easy to get beautiful headshots of kids at school," Russell said. "If you can get good pictures at school, why do the (traditional) pictures look so terrible? É That is what is so different about the vision of Mugshots."

Mugshots School Photography

Owner: Linda Russell

Phone: 459-2178

Web: www.mugshotsphotography.com

Trading UP

2006-08-06T16:03:00.001-07:00

I am a business book reader. I read them like many people read mysteries or westerns. They are self-help books that don't ask you to look at your relationship with your mother. A great business book consists of biography, inspiration, mystery and astrology. Well maybe not actual astrology, more like the old single scene "what's your sign?" Only what is your business?

I can never read business books before bed. They rev me up too much. I get all excited and want to scurry down to my office and start...typing or something. To keep myself in my chair I keep fancy, very feminine, journals next to me at all times. Sometimes I even use a highlighter, with some guilt attached, as it feels a little like I am soiling the grail. The most, most, mostest exciting book I have read this year is Trading Up by Michael J. Silverstein and Neil Fiske. It was a Businessweek bestseller. Subtitled "Why Consumers want New Luxury Goods-and How Companies Create Them.

My copy is a glow in the dark version it has so much highlighter applied. Each chapter reinforced for me that changing (yep, here it comes-Mugshots) school photography from the "same old commodity product" to a more valuable, consumer friendly product is not only possible it is timely. Redefining School Photography offers 1) Genuine differences and innovations 2) It is aspirational-parents thank us for creating it 3) Mugshots is unique in the marketplace 4) Our core consumers long for a change 5) We contribute strong performance benefits 6) Not only consumers but experts in our field see the potential of the product 7)We have a strong prototype 8)Offering school photography by local portrait professionals expands the ladder of benefits from volume pricing to customized luxury 9) We have a next generation of innovation in progress now and will be ready to launch as soon as volume allows.

These are the factors that Silverstein and Fiske use to determine whether a product is a viable opportunity. The last 2 points are do we have "influencers" are we passionate about the product. Clearly I feel passion...any influencers out there ready to rock and roll????

Press-Business Week

2006-08-04T19:17:00.000-07:00

Check out my Make Mine A Million blog @countmein.org

Make Mine A Million Winner!!!

2006-07-07T13:45:00.000-07:00

I have been remiss in blogging but have great news! Mugshots has been chosen as one of the top 20 women owned businesses by Make Mine a $Million. After a whirlwind few days of competition, we were met with a rousing YES by 675 women who believe it is time to change school photography! This will provide Mugshots with much needed creditableness in the financial market and public relations support in getting the word out that local, community-based photographers can provide a better product for schools. I will update as the weeks go on regarding our progress in web-development and the school support services we are working on. To read more check out www.makemineamillion.org

Mugshots Chosen as Finalist!

2006-05-20T16:40:00.000-07:00

Exciting news yesterday, Mugshots has been chosen as one of the finalst in Count Me In's Make Mine a Million emerging business search. This nonprofit organization is a part of the National Association of Women Business Owner's committment to seeing women-owned businesses grow and prosper by awarding 20 receipents the financing, mentoring and marketing support needed to help them grow their revenue to the million dollar mark by 2010. I will be presenting on June 2nd and if Mugshots wins my daughter and I will share the same graduation day on the 3rd. Jesse will finish high school and I will make a large step forward toward the empowerment of the local portrait- based school photographer.
You can check out more about the program @ Countmein.org or makemineamillion.org

Discussion on Pricing

2006-04-21T07:13:00.000-07:00

So, it's time for some meat, enough fluffy newsletter stuff. What about pricing? Next to my bed is a basket of books, a novel or two but mostly business books. Pour your heart into it-the Starbucks story by Howard Schulz, Small Giants, Blog Marketing and the Art of Pricing all currently have bookmarks. After over 16 years in business I am still a student looking for teachers, especially when it comes to pricing.

What do all these books have in common? They represent my search for the answer on how to grow and sustain Mugshots Photography. Common knowledge in the school photography industry is it is all about price. How cheap can you go, still survive and compete with the "big national". Some companies do this by restructuring the commission structure basically by retailing prints. Some do it by undercutting, or bottom-feeding which usually leaves them with a higher gross and a barely survivable net, this usually works on the schools that the "big national" has identified as not profitable. A few companies, the most successful ones have worked out a formula that matches price and stretches for as much volume as they can wrestle in the contract season. These contracts tend to switch back and forth between these 2 or 3 companies when that year's temp hires were disappointing. The bottomline on this is that school photography business has become a commodity.

Here's what Rafi Mohammed Ph.D, director at Simon-Kucher & Partners, in his book "The Art of Pricing" has to say about commodities:

"Mention the word commodity and most people almost reflexively start moaning about "low prices" and "no pricing power." Commodities are products that are identical in every aspect (characteristics, service, distribution, etc.) to those of your competitors...many competitors experience the unpleasant reality of their products becoming commoditized-they face market enviroments in which their products are losing pricing power. In this situation, companies selling commoditized products end up having their products prices dictated to them by the rivals who are selling similar goods. If you don't match the competition, your customers disappear."

Now that is the school photography industry in all it's glaring truth. Mohammed goes on to say, " If your product is becoming commoditized...you have a strategy problem. Pricing cannot remedy this. You have to develop a new strategy (e.g. differentiation) that will distinguish your product and thus free your prices from their dependence on those of your competition.

Ah, there it is the opportunity... differentiation. Now while Mr. Mohammed goes on to discuss a multi-price structure as a short term prospect he sees the long term prospects as poor. The only way out of a situation like this is to recognize customer's different valuations and meet those needs. So in photographer language... you can only use complicated print packages so long to trick the client into spending more money. This is especially true in our new digital world where scanning is as easy as a copy machine only much better quality. Not to mention my pet peeve, why are we commoditizing our children? Again, why are we commoditizing our children? Why wouldn't parents want to spend more money on better photos of their most sustaining legacy? My experience with Mugshots has shown this fact to be true but it is still an uphill battle as it regards a massive re-education program for school administrators. Is this pricing restructure necessary? Absolutely! For many reasons all of them good- most of all for the parents, kids and community-based photographer.

Now that we have properly identified that school photography has become a commodity requiring a new strategy, "...a significant and time-consuming endeavor" it is important to look outward for inspiration. I chose coffee. Enter Howard Schultz. One day while ordering a Mocha (I only drink coffee drinks with chocolate and foam) in a Starbucks in Redding on my way to a school photographer's summit, I realized, in a much different financial market than my home-base Marin County, I was paying the same $3.45 for my Mocha. Then the next day,while breakfasting with my collegues, I mentioned I needed to walk down the street for my much needed Mocha and 4 women joined me walking by pots of freshly brewed FREE coffee because they too need foam at the top. Coffee, the commodity, had been transformed into a daily luxury item! The model for transforming our industry was right downstairs, around the corner...Starbucks!

Love them, hate them, Starbucks has been a boom for coffee. No longer a commodity it has re-energized an industry in more than caffeine. Read "Pour your Heart Into It" and "The Art of Pricing" and think School Photography. And of course.. contact Mugshots so we can use our combined energy to break the price barrier.

Mugshots On the Move!

2006-04-20T22:16:00.000-07:00

5432...We are close to blast off with the Mugshots Expansion Plan! Our marketing material is ready and in hand-new yearbook brochure, CD Flash presentation...Join Us parent kit is at the press. Mini- How to get Mugshots in your School card shipped yesterday and the new website is in process. Now all we need is "excellent photographers" ready to make beautiful images and mo money! Where are you???

Great News!

2006-04-13T20:46:00.000-07:00

Today I received some exciting news regarding duplication of the Mugshots model. Last February I spoke at an Excel PhotoLab sponsored summit exploring Mugshot's remarkable success. One of the summit participates went home and implemented our preview program and in his first Spring Shoot is seeing a 33% package increase in the first few days of his launch. Yahoo!

Back from WPPI-2006

2006-04-10T22:46:00.000-07:00

What a wild trip! 2 days of tradeshow mania. Kathleen Harrison (right) and I caught the first flight out of Oakland on Sunday morning, returning late Monday night.

I found a few new and exciting items for Mugshots as well as my portrait photography business. On the school photography side was the Westcott Scrim Jim light panels with the aluminum sides. This set up, will allow me to photography all day long without worrying about sun. If all goes right they will also block wind...the two major challenges of outside school photography. These panels were designed for the video and film industry and I am very excited about testing them. Here is a quick link to Westcott where you can see how groovy they are. They were designed by a South Beach shooter who needed to work in the wind. More about them when we begin field testing.

Other great possiblilities:

Gina Alexander Photo HandBags
Very high end, Nordstrom quality handbags with photos on the sides. These are going to be a winner for my portrait business. I can also invision them as a incredibly cool teacher gift with our beautiful student portraits. A group of parents could all contribute to the cost. This would be a fabulous and useful end of the year gift. What teacher/principal wouldn't want to work with a school photographer who was able to provide them with something personal and classy? I can already see the Mugshots graphic styling all over this!

Renaissance Albums
There were a TON of album companies at WPPI. I remember when it used to be just Art Leather, Leather Craftsman and a few other discount folks. This year in house album design is the big feature. I ended up choosing the SoHo album from Renaissance. I test drove their software and it seemed user friendly and the right tool to create my vision of "life as it unfolds". They were very nice and helpful and I will update on my process.

Special Kids Photography
One of the nicer conversations I shared was with Special Kids Photography. They were 2 very caring women who are working to share their vision and train photographers in how to best photograph special needs children. At Mugshots we frequently photograph these special children and I am looking forward to learning more about Special Kids Photography. I know they have a Amherst Book as well as training workshops. Check them out at www.specialkidsphotography.com

Welcome Wppi Members!

2006-04-08T23:34:00.000-07:00

I am so excited to be off to Las Vegas to begin this dream of changing school photography! Since 1993 I have been building Mugshots Photography with the hopes of someday seeing it providing legions of dedicated child photographers with a greater yearly income and tons of kids and parents a better school photography experience. I can't wait to find other like minded shooters ready to work together for a CHANGE!
Make sure to visit our forums, share your thoughts, and ask your questions. There is tons to learn and share!
Below are just a few of the things we could cover:

How to get and keep those coveted contracts
Marketing
Sales
Internet
What school photography has to offer the local portrait photographer
What parents want from a school photography company.

What schools want from a school photographer.

What kind of school to look for.

What is the best way to enter the school market and what to expect.

What is a good school photo?

Preview vrs Prepay

How to create stunning portraits in less than a minute

What to look for in a location

Weather, how to manage that which you have no control of .

Lighting- How to manage sunlight all day long.

How to get the best out of children.

Techniques for a smooth-running picture day

Groups photography

What are service items?

Gear- camera, lighting.

Data Management and Organization.

Packaging and Sales Support

Organization, Organization, organization.

The internet, the next frontier

Lab Production

Pricing

Expanded volume sales opportunities.

Marketing your Portrait Photography

Mugshots Photography Licensing Opportunities.

Testamonial-Simplephoto

2006-04-08T23:29:00.000-07:00

Linda Russell is an outstanding photographer with a unique approach to the business of photography. For a long time, I have called her the, "Alice Waters of school photography". What I mean by this is that much the way Alice Waters brought cooking back to its natural roots, we feel Linda Russell is doing the same to school and children's photography. Linda has a fresh and natural style of photographing children. Her photos are never staged and many times outdoors, she seems to capture the true spirit of each child she photographs. Her natural style mixed with grasp and use of new technologies such as ours creates a winning combination that we feel is a model for the future of the school and children's photography business.

Eric J. Ellis
WaveWheel Inc.

Mugshots' Examples

2006-04-08T20:36:00.000-07:00

It is remarkably easy for a great photographer to create beautiful portraits in a very short time at school.

From preschool to high school underclassmen, children really want to do a good job. At the moment of exposure photographing students is like any other portrait shoot, only better as there are NO PARENTS standing over your shoulder.

When parents see photos like these they become your greatest fans, your allies in growing a flourishing business.

Excellent Photographers Need Only Apply.

2006-04-08T00:46:00.000-07:00

Excellent Photographers Need Only Apply.

Linda Russell is on a mission! After a highly successful and glamorous wedding photography career she has focused her vision on school photography. School photography? Where say “cheese” rules?

"School is a great place to photograph kids, an amazing place. In a very quick moment you can create a quality portrait, build a child’s perception of being photographed, please a parent AND make money. Serious money." The school photography industry is the largest segment of the professional photography industry, a 1.5 BILLION dollar industry and Linda believes it is high time the professional portrait photography community became more active in this industry.

"For the last 14 years I have been an “in the closet” school photographer. While my fine art portrait business and weddings grew in notoriety I was sneaking out each fall tossing on my Mugshots’ World Peace t-shirt and photographing thousands of local children."

The results are amazing!

"Mugshots is a proofing program form of photography; I don’t make money if the parents don’t buy. This keeps a photographer honest. If I don’t create a compelling product parents won’t purchase, the risk is on the photographer, but do a good job and the financial rewards are there."

"The way I look at it is that parents utilize their combined buying power to purchase a smaller portion of my very expensive eye."

"Heck, I see school photo orders on a regular basis in excess of a $100, sometimes as much as 300-A pretty good return on a minute and a half of my focus."

But how does this affect my more expensive portrait business?

"When I was asked to photograph my first school I was very worried that photographing a school would sully my reputation as a high-end portrait photographer. Here I was photographing the wealthy and renowned Bay Area family’s portraits and million dollar weddings and now I was going to do $18 photo packages? But I am compulsively creative and with 2 small children to support I was of the mind to say yes to business. So I named the company after one of my published greeting card images of 2 children with their faces covered by mugs-“Mugshots” I had no idea at the time that the school photography industry called headshots-Mugshots- another little bit of serendipity."

"Mugshot’s ended up being a boom for my family portrait business. It seems that families recognize good photography wherever they find it and understand that a private session is more valuable than a school session. With the mailing address of every student I photographed I could easily market my portrait work as well. Just going to the grocery store would yield jobs when a child riding in the cart exclaimed “I know you, you took my picture at school,” next thing I knew the parent was asking me if I did family portraits. Plus the look of my portrait work complements Mugshots not competes with it."

How do you get the jobs?

"In its humble beginnings Mugshots was almost entirely a parent movement. I did very little marketing for schools. All of my advertising dollars went into promoting wedding and portrait photography. Then as parents began requesting us in the public schools, the I became a we, and we had to begin really putting together a presentation program, marketing materials and more dynamic web presence. In order to compete with the “National Company” we could no longer appear as “just” a homegrown local. In general, schools hate change. If they have been using the “National Company” they want to keep using it, even if they hate the photos and loathe picture day because they feel safe. I knew we were on to something when the administrators could no longer ignore the parent’s demands for a better school photography product. What they also found was that Mugshots made school photography easier on them. We had developed innovative ways to lessen the impact of school photography on the academic day. We have had school secretaries hug us with glee at the end of the day."

What does it take to photograph schools?

"Besides an excellent eye, sense of timing, and the water retention of a camel, you need systems. Over the years the photography has never faltered but the backend production has. Matching name and image data, ordering information, where and when deadlines required military precision. We shopped numerous software options over the years but all of them were directed toward the standard school photography system of one subject, one shot, prepaid, add to that the fact that we were a Mac based studio we couldn’t find anything that worked. So my career as software developer began and we created a wonderful studio software solution that keeps track of all the details and deadlines we need to easily stay on top of the demands of volume photography."

"2004 was our first year of online ordering, which while promising, was not without a number of challenges. As if being a photographer, software developer, marketing, and sales diva was not enough I was managing an online store. Then my some miracle of networking I ran into Simplephoto. Across the country on another coast was another photographer envisioning the same thing. School photography easily viewed and ordered on the web. Unlike wedding photography, where my experience of the printing reordering bonanza never panned out-they simply looked without purchasing-parents loved being able to buy online. It was fast, convenient and less deadline driven. They were delighted to have their photos delivered directly to their home. With Mugshot’s creative product-lines (we believe in gimmick free photo products…what parent wants their child’s face sitting on the back of a giraffe?) and Simplephoto’s hosting we are now seeing a $69 average on high school UNDERCLASS orders and a $79 on elementary school students. We still provide parents with the traditional order envelope but we hope, along with the school administrators, to eventually see the schools out of the ordering and delivery business."

Mugshots in the future

"There is something to be said for experience and I have had a lot of it both successful and not so successful and my present mission is to empower portrait photographers to change the world of school photography. Mugshots is presently in it’s infancy in vision, my team of creatives are constantly coming up with more and more ideas on how the industry can become a localized force of change. To do that we need to photograph more students and rather than train a legion of temporary freelancers we want to provide community based photographers with the tools and network necessary to succeed. “ We have a slogan at Mugshots, “Cheese is a dairy product, not an expression” if you understand what that means and if you are an excellent portrait photographer, by all means send us your contact info and let’s change the world together, one smile at a time."