> 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