PHO 235 Syllabus by Seattle Photographer Natalie Fobes
Instructor: Natalie Fobes Credits: Three (3)
Office Hours: By appointment after class on Fridays. Email me at Natalie@fobesphoto.com or nfobes@sccd.ctc.edu or call me at 206.937.9375 to schedule the appointment.
Text/Supplies: Selling 101, Zig Ziglar. ASMP Best Business Practices, 7th Edition. Assignments are to be turned in as both digital files and hard copies. BLOG: Assignments, lecture notes and other resource material will be posted at www.fobesphoto.com/blog
Time/Location: Friday at 9 a.m. Lab after lecture
Course Objective: To develop an understanding of real-life photography business practices. By the end of the quarter you will have learned marketing and promotion basics, written a marketing plan and developed potential client lists and a promo piece. You will have learned about taxes, insurance and retirement planning.
Classroom standards
• My expectations will be based on real world business behavior, services and products
• Don’t schedule shoots or appointments until after class.
•Do not surf the web in class. You’ll get a warning the first time. The second, you will leave.
• As stated in the student contract, late assignments are not accepted and are graded as zero unless you have extreme circumstances.
• Absences not emailed or called in before class starts are unexcused. It is your responsibility to check the blog for lecture notes and assignments or to call me for information.
• Poor grammar and misspelling in assignments will be considered. Choose a partner to help you edit your assignments.
• I suggest you “Dress for Success” when guest speakers visit
• I suggest you take notes in class and don’t rely on handouts
• Check the blog regularly.
• No active cell phones except for designated security person
• I expect active involvement and participation and it will be part of your grade
• I expect respect for every person in class. Please pay attention to others who are talking.
• No side conversations please. If you have something to say please say it for all to hear
• Any questions or concerns please make an appointment to meet with me.
• Please review the Student Code of Conduct
To get the most out of this course you must be:
- willing to work hard with a professional attitude
- aware that each assignment is a potential portfolio piece
- motivated to learn more than required for class
- willing to take the responsibility to research on your own
ADA Accommodation: If you need course accommodations based on a documented disability, have any emergency medical information I should know about, or need special arrangements in case of building evacuation, please let me know at beginning of the quarter or as soon as possible.
Schedule: While this schedule reflects my plans for the quarter, I reserve the right to adapt the curriculum as needed. I will let you know if and when any changes occur.
Materials students need to purchase: Zig Ziglar’s “Selling 101”
Optional but recommended: Business software like FotoQuote, Blinkbid or Hindsight Inview
Banking software for online banking like Quicken, MYOB, MoneyDance or Mint
Maria Piscopo’s book “The Photographer’s Guide to Marketing and Self-promotion”
“The Little Red Book of Selling,” by Jeffrey Gitomer
Grading: Marketing Plan 35%
Promotional Packet: 35%
Business Packet of required items 20%
Other including professionalism, participation, photographer ads, quizzes: 10%
Assignments to be turned in as both hard copies and digital copies.
Jan. 8, 2010 Week 1
Hand out syllabus
Panel: What have you been doing since graduation?
Recent grads discuss their business, marketing, promotion and network actions
What has worked and what hasn’t
Advice for the next two quarters
Assigned Reading: Selling 101
Jan. 15, 2010 Week 2 Selling, marketing and promotion
Quiz on Selling 101
Discuss book
Define selling, and no, it is not a four-letter word
Everything you do is selling you, your service or your product
Use of scripts to overcome objections
Break into groups to come up with scripts to handle typical objections
Assigned Reading: ASMP: Chapter 43 7 Steps to an Effective Marketing Plan
Recommended Reading: 44-47
Marketing Plan Assignment: Point out difference in Section 3: I want more analysis.
Due Week 6, Feb. 19th.
Professional Packet Assignment: proof of copyright registration, membership in professional organization, state and local business licenses, digital stationery with invoice, estimate and terms. Due any time during the quarter but at the latest March 19th.
Jan. 22, 2010 Week 3: Introduction of marketing, the three basic components
Defining your message
Determining your audience and finding your leads
Developing your marketing strategy
VMS exercise on 297
Assignment: Take a photo of, or scan, a photographer’s promo or ad. Drop it in my dropbox. Be prepared to discuss the marketing message, how the photo supports the message and whether the promo works.
Feb. 5, 2010 Week 4: Selling, marketing and promotion
Review Marketing Plan Assignment
Discuss photographer promos found by class
Discussion of multi-prong approach:
Direct mail and email blasts
Networking
Press releases* (Tomas goes into more detail in his class)
Finding the prospects review
Discuss how to research for market analysis
Feb. 12, 2010 Week 5: Promotions that work with Christopher Conrad
Assigned reading: ASMP Chapter 35 Your Professional Team
Suggested reading: ASMP 36-39
Feb. 19, 2010 Week 6: Marketing Plan Presentation to Class
Feb. 26, 2010 Week 7 Retirement Planning with Sean V. Owen, Financial Planner
Assignment: Promotional Material due March 19, 2010.
March 5, 2010 Week 8: Taxes and Insurance
Quiz on Chapter 35
What you need to know about taxes and insurance and where to go to find out more
March 12, 2010 Week 9 Retirement Planning
March 19, 2010 Week 10 Promotional Material Presentation
Professional Packet due if it hasn’t been turned in yet
March 26, 2010 Week 10 Panel: Where Are the Jobs?
Grading Standard:
The following grading standard is from Seattle Central. The final grade will be based on assignments (90%) and class participation (10%).
|
A |
3.9 – 4.0 |
Excellent |
|
A- |
3.5 – 3.8 |
|
|
B+ |
3.2 – 3.4 |
|
|
B |
2.9 – 3.1 |
High |
|
B- |
2.5 – 2.8 |
|
|
C+ |
2.2 – 2.4 |
|
|
C |
1.9 – 2.2 |
Average |
|
C- |
1.5 – 1.8 |
|
|
D+ |
1.2 – 1.4 |
|
|
D |
0.9 – 1.1 |
Minimum |
|
D- |
0.7 – 0.8 |
|
|
E |
0.0 – 0.6 |
No Pass |
Grading criteria:
1.Each assignment will be graded on how well you follow the instructions and whether you complete the task.
2. Written assignments will be marked down for poor grammar and spelling errors.
3. The marketing plan and promotional materials grades will be evaluated using real business considerations.
4. The assignments are based on real business situations you will need to know in the future.
5. If you do not understand an assignment or need more help please schedule a meeting with me asap.
6. Assignments are to be turned in both digital and hard copy formats.
Assignments: Both digital and hard copies please!
Marketing Plan Assignment due Feb. 19, 2010 35% of grade
Promotional Materials Assignment due March 19, 2010 35% of grade
Professional Packet Assignment due any time during the quarter 20% of grade
Other: including professionalism, participation, photographer ads, quizzes, 10% of grade