> Participants will learn how to better deal with photographic imagery in the marketing workflow
> Participants will develop a holistic business strategy toward photography
> Participants will discuss and workshop:
1. how to incorporate photographic style in brand standards and use it to differentiate your firm
2. how to develop a creative brief to guide the work of outsourced photographers
3. how to insource and crowdsource images
4. training site personnel in photo basics
5. how to plan a photo shoot
6. managing costs & usage rights
7. updating your firm’s contracts
8. billable hours & additional services scope
9. keeping internal clients happy while getting what marketers need
Learning Objectives
> The creative brief is your primary tool for managing the relationship with a photographer on any given project
> It is also a ‘creative contract’ that can ensure all parties get what they need from the shoot
> Common Elements of Creative Briefs:
1. background information about project
2. identity / brand of client
3. business goals of project
4. deliverables
5. creative direction: concepts, tone of voice
6. mandatories (things that are not negotiable and must appear)
7. styling / details
8. intended end use / media factors
(Factors like usage rights, timeframe, compensation, etc. usually appear in a contract.)
The Creative Brief