Professional Practice Part 1 Notes from lesson

12/10/17

Introduction to professional practice

  • To do well on this project you need to develop and understand each of these points
  • A.Knowledge and understanding 
  • A1. Identify personal and professional strategies for future development by critically evaluating own skills, attributes and aspirations
  • A5. Develop an understanding of guidance relating to  moral rights and ethical responsibilities for commercial photographers
  • B. Cognitive Skills 
  • B6. Demonstrate a develop understanding of academic and/or professional context and an ability to critically reflect on own skills and experience to identify career opportunities
  • C. Practical and Professional Skills 
  • C6. Understand the requirement of commercial photographic practice and develop a personal and professional development plan to pursue career aspirations
  • D. Key Transferable Skills 
  • D1. Present own creative work, peers, tutors and clients, in a coherent and professional manner
  • D5. Develop and implement a personal and professional marketing and strategy to facilitate the creation of commercial photographic opportunities
  • Student Conference 
  • The student conference takes place on the week of the 12th of February this is a collaborative event and will give us an opportunity to participate and take ownership of an informed activity
  • As discussed when we got the brief, ownership of the event is given to the cohort and the form the conference takes is essentially student lead. By this point the organisation and planning should be complete, with the objective and form fixed. For those of you who have opted not to participate in the planning, you attendance at the event is still mandatory. A critical part of the conference is evaluation and reflection on the activity; this needs to be included in your final module summary incorporating you personal involvement and benefits.
  • Task for todays lessons:
  • Ask yourself
  • What have you done to date?
  • What areas do I need to improve?
  • How can I challenge myself?
  • What are my aspirations?

19/10/17

Professional Values

  • How does personality manifest in professionalism?
  • Do the work values test
  • Why did you make specific career choices?
  • What would be a good career move for you?
  • What are your talents?
  • Which work value suits you best?
  • Which work values will make you happy and successful?
  • 14 work values:
  • Your personal values profile
  • Autonomy
  • Creativity
  • Self-development
  • Influence
  • Financial Reward
  • Work-life balance
  • Self-development
  • Think outside the box
  • if it doesn’t fit into any traditional “box” or genre, that’s fine- being interesting, innovating, and fearless pays off.
  • profesional skills
  • “Word of mouth is wonderful thing in this industry, it is small and word gets around if you do a good job. of course, if you have an attitude or mess up, people will remember that as well.
  • Go to the source
  • You have nothing to lose-make a direct connection
  • Working with a brand: find the agency-reach out
  • Want to shoot for a magazine: Find the editorial contact- make contact (look for name in the hard copy of magazines)
  • Be Seen
  • Get exposure
  • Pressure to find new avenues to promote and showcase work
  • Exhibitions
  • Competitions
  • Pop up shows
  • Group shows and events
  • Put your work in front of the client
  • Self Publish
  • Photobooks
  • Fashion editorial
  • Online blog/magazine
  • Clarifying career aspirations
  • Professional Profile
  • Introducing the PDP
  • Student Conference
  • Think of ideas and start planing as a class
  • What is a student conference?
  • what kind of event could this be?
  • ideas from the whole class
  • debate- combine with networking
  • Pratical workshop
  • Contact recent PCA graduates
  • Live stream workshop and put on youtube
  • Contact photographers – Tom Oldham?
  • Exhibition of work at the end of the day
  • portfolio review
  • Exhibition images from each student – get feedback on work from photographers, each other and other viewers
  • talks with retouchers, stylists, producers, models
  • How much is our budget?
  • Names of recently graduating PCA commercial photographers- ask them to talk about their experiences of the industry
  • Names of the photographers:
  • John Hazle
  • Amy Ford
  • Matt Davis
  • Tony Cobbley
  • Jimmy Watkins
  • Chris Southerland
  • Dom Moore- Retoucher

23/11/17

Marketing

  • Selling a brand
  • Making things catch peoples eyes
  • Understanding your market + who you are marketing for
  • The management process responsible for the anticipation, identification and satisfaction of customers need in a profitable manner -1993
  • Marketing techniques i.e. advertising, PR, Sales promotion are the application of the philosophy
  • Can be through of in terms of theory
  • Key Considerations
  • The customer
  • Market
  • Customer needs
  • Value
  • Perceived value = benefit derived from product/service cost of acquiring product/service
  • The marketing mix: The 4ps – the originals
  • Product (service)
  • Price
  • Place
  • Promotion
  • Then expand it to the 7ps
  • People
  • Process
  • Physical Evidence
  • Marketing techniques/factice
  • The promotion element of the marketing mix
  • Branding
  • Advertising e.g. printing media, radio, tv , internet
  • Direct marketing
  • direct mail, email telemarketing
  • reciprocal/Affinity promotion – business networking
  • Public relations – direct selling e.g. trade show – sales promotion – sponsorship -word of mouth – internet + social media
  • The marketing challenge for photographers:
  • Understanding the market and the competition
  • Specialise, don’t generalise
  • Establish a clear identify + proposition
  • What are your selling points
  • Website: search engine + device friendly
  • Social media marketing strategy
  • Virtual Networking
  • Targeted direct marketing

Typography + Logo design

  • The brand – A symbolic construct created within the minds of people which consists of all the information and expectations associated with a product or service
  • Seb Winter – Fashion photographer -Look at website
  • Look at front resources online – links in presentations

30/11/17

Anna Huges

  • Exposure – photo essay
  • self employed
  • worked in the industry for 10 years
  • worked for many well known brands
  • At the moment only have business in midwest but wants to grow the business  to throughout the UK
  • Married to press/interior photographer
  • Together own two businesses photography and agency
  • Do not do it for free
  • One week a year dedicate the time for your business plan and your marketing
  • Need to networking not only social media but face to face – go to lots of networking events