Email 7: Creating Campaigns


You love photography.

But when it comes to promoting your photography, you might feel like you’re stumbling through a maze without a map.

And maybe you fear your lack of proper planning for your promotional efforts is shaking your confidence in reaching new clients and maximizing your earning potential. Perhaps you worry that without a well-thought-out approach, your business may remain stagnant and struggle to stand out amidst the increasingly competitive photography industry.

Let’s look at how you might be planning a campaign and the promotion surrounding it:

  • You get a spur-of-the-moment inspiration (maybe you saw another photographer’s IG post)
  • You grab a snazzy template in Canva and customize a few words
  • You toss a post on social media

… and then you hope for the best.

Deep down, you know something’s missing.

You know you’re not doing the strategic planning like you should. And let’s face it – without a solid strategy, your business growth may stagnate; inconsistent messaging, missed marketing opportunities, and limited reach can leave you feeling frustrated and deflated.

Our Proactive Promotions Framework is like a secret weapon that will empower you to plan and execute your campaigns (and the promotion around them) effortlessly and with great intent.

Let’s break it down:

  1. Timeliness – Why should people act now? Why is now the right time for people to engage with your campaign? Define the compelling reason that creates urgency and motivates them to take action.
  2. Who – Who is your target market for this campaign? Define the demographics, preferences, and characteristics of your ideal customers.
  3. Why – Why should people care? What are your campaign’s benefits and value proposition for your target audience?
  4. Communication – Where should you promote your campaign? Which channels will be most effective for reaching your target audience? Determine the platforms and channels where your audience is most active and tailor your messaging accordingly.
  5. Monetization – How will you exchange value (what you’re giving) for money (what you’re asking for) with your clients? Determine the pricing, upsells, discounts, or packages that align with the value you are providing.
  6. Timelines – What are the key timelines and deadlines? Establish a clear schedule, working backward from the end date, to ensure a well-organized execution.

Creating a successful campaign starts with giving people a reason to act now.

… otherwise known as your marketing calendar!

A marketing calendar is crucial because it provides structure, organization, and a strategic roadmap for your efforts. It helps you stay proactive and maximizes the impact of your promotions. With a marketing calendar, you can anticipate important dates, leverage seasonal trends and align your campaigns with specific events. It ultimately allows you to approach your marketing efforts with intention, focus, and a clear plan of action.

Let me help get you started with ideas for your marketing calendar.

Here are 30 reasons you could run a campaign throughout the year:

  1. New Year, New Beginnings – January
  2. Valentine’s Day – February 14th
  3. Winter Wonderland Sessions – February
  4. International Women’s Day – March 8th
  5. Spring Portraits – March/April
  6. National Sibling Day – April 10th
  7. National Pet Day – April 11th
  8. Earth Day – April 22nd
  9. Mother’s Day – May
  10. International Day of Families – May 15th
  11. Graduation Season – May/June
  12. World Environment Day – June 5th
  13. National Best Friends Day – June 8th
  14. National Photography Day – August 19th
  15. Back-to-School – August/September
  16. End of Summer Farewell – August/September
  17. World Photo Day – August 19th
  18. National Teddy Bear Day – September 9th
  19. National Grandparents Day – September (First Sunday after Labor Day)
  20. Fall Foliage Sessions – October
  21. World Smile Day – October (First Friday of October)
  22. Halloween – October 31st
  23. National Love Your Red Hair Day – November 5th
  24. Thanksgiving – November
  25. Small Business Saturday – November (following Thanksgiving)
  26. Giving Tuesday – November (following Thanksgiving)
  27. National Cookie Day – December 4th
  28. Winter Holiday Portraits – December
  29. National Ugly Christmas Sweater Day – December (Third Friday of December)
  30. New Year’s Eve Celebrations – December 31st

Now that you’ve got the framework, it’s time to take action.

Stop relying on chance and start taking control of your promotional success. Take it one step at a time, and don’t be afraid to experiment and fine-tune along the way. Track your results, learn from them, and make the necessary adjustments. With this framework as your guide, you’ll be well on your way to capturing your ideal clients’ hearts (and wallets).

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