Pablo

Andrs
Capturing Limitless Love

11/25/15

Pablo Andrs Photography

Created by,

David Baier
Javier Arias
Sarah Jarrett
Sarah Khaki
Laura Konkey
Shaun Nebenzahl

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Table of Contents
Subject
Page #
Introduction/Company Profile.3
Objectives3-4
Situation Analysis5-6
Target Market Analysis...7
Competitive Analysis..8
Budget.9
Brand Positioning Strategy10
Communication Objectives...11
IMC Program Strategies & Schedule...12-19
Radio....13
Blog..14
Non-Traditional15
Online Advertising...16
Sales Promotions..17
Facebook Targeted Ads18
Email/Newsletter..19
Networking...19
Creative Strategies & Samples..20
Evaluation..21
Research21

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Introduction/Company Profile
Based out of Clearwater Florida and harboring a love for travel, Pablo Andres Photography
was created in 2014 out of love, with a mission to capture limitless love wherever it may be. In
addition to providing high-quality professional photographs, it strives to captivate audiences who are
left with both a smile and an intense desire to explore the natural world, which he incorporates into
each of his photographs.
This promotional plan was designed to allow Pablo Andres Photography to focus on getting its
name and professional services out into the photography world and offer guidance on different aspects
of the process. Understanding the different opportunities for promoting the company, the costs
involved, as well as the potential return on investment, is vital for Pablo Andres Photography to grow
into a successful business.

Objectives
The first objective of Pablo Andres Photography is establishing a need for professional
photography in the minds of potential clients; while fostering positive, mutually beneficial
relationships. The second communication objective is to establish the company and build brand
awareness as an engagement, wedding and family photographer. Pablo Andres Photography intends to
build an attitude around the brand aimed at creating brand loyal consumers, who will not only love the
photographs taken but also the memories made while capturing them. Our final objective is to
increase brand purchase intention.


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Problem
It can be extremely difficult for couples to choose a photographer
that fits their needs, whether it be an intimate engagement shoot or an
elaborate wedding. Not only does the plethora of choices overwhelm the
bride and groom, but an oversaturated market has made it difficult for
Pablo Andres Photography to gain a strong foothold in the market.
Product
With a wide range of experience, despite being a new company,
Pablo Andres Photography offers a number of services including
engagement photo shoots, wedding packages and family photographs;
tailoring to your preferences and style while giving you crisp, vibrant
images to cherish for years to come.
Place
Pablo Andres Photography is based in Florida, primarily focusing
in on the Clearwater and Tampa area but is able to travel; subject to a
travel fee if outside a 25-mile radius.
Price
Pablo Andres Photography charges less than most of its
competitors, priced at or below the predominant photographers in the
area. Providing captivating photography for much greater value to clients
is an important to Pablo Andres Photography. The pricing strategy
implemented is market penetration; engagement and family sessions start
at $199 for 1.5 hours and include two locations. Pablo Andres
Photography provides competitive pricing for its all-inclusive wedding
packages, which start at $999.
Promotion
One of the most important aspects of gaining recognition is
through word-of-mouth advertising. Pablo Andres Photography will
encourage customers to share their experiences with friends and family
by offering various incentives. For certain sales promotions, Pablo
Andres Photography will also use social media outlets as free and
effective platforms in order to expand and engage its audience.

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Situation Analysis
Strengths
Portfolio and Practical Experience. From waterfalls in Columbia, to the
mountains of Chile and beaches of Clearwater, Pablo Andres has
beautifully captured the breathtaking wonders of the natural world. His
gallery also boasts a wide range of other subjects showcasing his talent,
from sweet engagement shoots to fun family photos, intricate architecture
and food photography.
Communication. Knowing multiple languages and harboring
interpersonal skills has allowed Pablo Andres to be able to understand the
needs of all people. Having immersed himself first hand in South
American culture, Pablo Andres Photography can also directly cater to
the needs of the Hispanic community in Florida, fostering photography
sessions that are just as unique.
Talent and Passion. Pablo Andres travels through South American
countries inspired him to take on the photography business full time. His
passion for photography, however, started many years earlier. Today,
Pablo Andres Photography continues to grow and develop in an effort to
showcase the world in a new lens.
Weaknesses
Brand Awareness. Since Pablo Andres Photography is relatively new, it
does not have as strong of a presence in the market. It will require a lot of
effort to make Pablo Andres Photography well known to the community.
Lack of Formal Training. Other than online training and mentors who
have offered much guidance, one of the challenges Pablo faces is that he
does not have a formal educational background in photography, which
makes him seem less competent compared to his competition.
Motivation. There is much more that goes on with doing photography as
a business than clicking a button. One of the biggest challenges Pablo
Andres Photography faces is getting potential clients to see the full value
of the photographs and all the effort that goes on behind the scenes. If
clients are unable to understand the value of the final product, it has an
impact on Pablo Andres Photographys motivation to do everything in his
capacity for the business.

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Situation Analysis (Con.t)

Opportunities
Networking and Events. By taking an active role in attending events
and networking with individuals in the area, Pablo Andres can reach
out and create a lasting impression on people who would otherwise
be unaware of his work. One effective way to do so is by attending
wedding expos where he can showcase his work to couples planning
their weddings who are in need of photography services.
Developing Social Media. Pablo Andres Photography has an ability
to take advantage of social media as a free platform for advertising
and introducing his work to many different markets. By integrating
his social media platforms, he can create a high reach and be
extremely effective.
Expanding into new markets. With a wide range of interests, Pablo
Andres has the opportunity to venture into many different markets.
Florida is blessed with great weather year-round so he may choose
to capture special moments on the beach, whether it mean capturing
limitless love by going undercover to photograph a surprise
proposal or shooting an intimate beach wedding. If he wishes to take
his love for travel and wedding photography to the next level, he
may decide to broaden his horizon and consider destination
photography. Pablo Andres Photography also has the added
advantage of being able to cater directly to the prominent Hispanic
market present in Florida by photographing quinceaeras or
providing tourists with memories they can treasure for a lifetime.
Threats
Competition. Since Pablo Andres Photography is still in the process
of building its brand, direct competition within his market with more
experience and customers who have developed brand loyalty are a
major threat to Pablo.
Improvements in technology, which has brought about the point-andshoot camera, has allowed everyone to take photos almost
effortlessly. Technological developments such as this make people
believe they do not have a need for hiring professionals.
Keeping our Doors Open. Due to an oversaturated market and the
absence of a continuous stream of projects, it may be difficult to stay
open if business does not pick up.

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Target Market Analysis

Primary Market
The primary target market for Pablo
Andres Photography will be couples who are
recently engaged and/or are planning a
wedding. Within the market of engaged
couples in Florida, the average age of
marriage for a couple is 26.1 for females and
28.2 for males. Therefore, Pablo Andres
Photography should target young couples in
their mid-late twenties and thirties. By
capturing couples in the engagement process,
hopefully Pablo Andres will be able to
become a top of mind photographer for their
wedding needs, and subsequent family
photography sessions.

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Secondary Market
The secondary target market for
Pablo Andres Photography will be couples
and families looking for family
photography. Baby and pregnancy
photography is a growing market, and
again it will be good for Pablo Andres to
capture young families with whom he can
create a relationship and gain future
business as their families grow.

Geographic Segmentation
Since Pablo Andres Photography is
located in the Clearwater, Florida area, the
target geographic area will be the greater
Clearwater and Tampa, Florida areas. Many
local and nonlocal clients choose these
locations for their beauty and local
charm. According to the United States
Census Bureau, the combined population of
Clearwater and Tampa is approximately
462,600. This is a very large base for
prospective clients, however the limited
geographic span allows Pablo Andres to keep
travel costs down and to become well known
in the area.
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Competitive Analysis
The photography industry in Florida is
highly saturated and often difficult to break
into. Photography companies must set
themselves apart in order to obtain their share
of the market. Three companies we have
identified as direct competitors to Pablo Andres
Photography are K&K photography, Beautiful
Wedding Photography, and VR vision
Photography. In addition to photography
companies specific to the field of wedding
photography, the Clearwater area is home to
many boutique, beach, and portrait
photographers.
K&K photography
K&K Photography is a multiphotographer company based out of
Clearwater, FL. They position themselves as
about family and love. Their key focus is on
wedding photography and offers a fresh,
custom style to their clients. Their website is
presented very clean and professional, although
the biography section for the photographers has
a more personal feeling. Their wedding
package collections range in price from $3,500$4,500 and up.
K&K Photography is unique in that
they employ a hair and makeup artist, a
retouching artist, and a publications manager,
who coordinates vendors, album production,
and publication of their photos. The company
also utilizes a physical location, K&K
Studio. A studio location enables them to
perform in house shoots for clients. This makes
them very competitive and a leader in the
wedding photography industry in Clearwater,
FL. However, although the company is quite
streamlined and polished, this may concern
some clients who are looking for a more unique
photography experience.

Beautiful Wedding Photography

Beautiful Wedding Photography is a singlephotographer company which is also based out of
Clearwater, FL. The company emphasizes wedding
photography, however also markets family and infant
photography. Their website is professional although
somewhat lacking in ease of use and a more elegant
font. Wedding packages offered range in price from
$900-$3,650.
Beautiful Wedding Photography offers a
personal connection with a single photographer. The
company has a commitment to creating a relationship
that will last throughout many events in their clients
lives. They also are willing to conduct sessions
throughout the state and even beyond the borders of
the Sunshine State. This makes Beautiful Wedding
photography a flexible, personal option for clients in
the Clearwater, FL area.
VRvision Photography
VRvision Photography bills itself as
destination wedding photography. VRvision is
based in the Tampa Bay area, but will travel to
capture weddings anywhere. Their website is very
elaborate and does not lay out correctly on all
screens. There is too much information and too many
moving parts. For only employing a single
photographer, the company offers a wide variety of
options for photography. In addition to weddings on
location with gorgeous landscapes, the photographer
also markets family, commercial and special events
photography, among other types.
VRvision Photography offers a specialized
service and will follow the client wherever they wish
to go. Their wide range of offerings can serve a
multitude of clients for many events and
opportunities. However their difficult-to-navigate
website, lack of specialization, and wide range of
services could be a cause for concern for couples who
are looking for a traditional wedding experience.

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Budget
Radio:
Pablo Andres Photography would use 56 percent of the budget to go toward radio
advertisement on the local AM station. For seven months out of the year it would be $250 a
month that he would use for four 60-second daily radio commercials. Then right before and
the peak of wedding season he would use heavier advertising of eight 60-second daily radio
commercials, which would be an average of $500 a month. In total this would come to $4250
that Pablo Andres Photography would use toward advertising on the local AM radio station.
Blog:
Pablo Andres Photography will use two percent of the budget toward starting and
maintaining a blog. With the already existing web page, the only fee would be hiring a web
designer to add a blog tab and teach Pablo Andres how to use this new function. This would
average to $150. The greatest price here will be time commitment to add all of the necessary
content to attract the right customers.
Social Media:
Pablo Andres Photography will use seven percent of the budget for Facebook ads
throughout the year. The ads will spike in usage during peak months from March to May,
where 50 percent of our Facebook ad budget will be spent to highly target individuals
matching our preset indicators. During the months of October until December, 29 percent of
our Facebook ad budget will be spent. From June to September, 15 percent of the budget will
be spent will be spent with the remaining six percent used in slower months of January to
February. This will come to $500.
Networking/Entertainment:
Pablo Andres Photography would use 35 percent of his budget to go toward
networking and entertainment. This will be the timeliest portion of his advertising. An
average of $200 would go toward business cards to pass out throughout the year at events and
to customers. For travel time and fuel to make it to network and attend events would be
average of $500 a year. Attending events and entertaining his potential customers (tickets to
get into events, food, drinks, complimentary prints etc.) would average out to $2000 a year.
This all comes to about $2700.

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Brand Positioning Strategy

Pablo Andres Photography should position his brand apart from others in the
photography category. His experience and eye he has for landscape is one of the biggest
qualities of the business that sets him apart from other photographers. Other traits that
makes Pablo Andres Photography stand out would be his personality traits and
interpersonal skills that he builds with customers, and the photography skills and passion
he has for being behind the lens and capturing the perfect moment.

The experience with finding and capturing the perfect angle of landscape brings high
ratings to this business. No matter where the wedding or engagement takes place
with Andress skills he is able to make that location and moment memorable.
Pablo Andres personality traits and interpersonal skills is another great quality that
sets him apart from other photographers. This is a big part in the photography
industry because most of the bookings are made through the relationships you build
with friends and customers giving him great reviews and positive word of mouth
advertising.
The skills and passion Pablo Andres acquires for photography shows through his
breathtaking high quality images. This draws in the customer and gives them a
relaxed feeling of knowing they will receive the images they are looking for.

Brand Positioning
Statement:
Pablo Andres
Photography has the eye for
capturing that exotic
engagement or wedding
memory. His skills and
passion for photography sets
him apart from other local
wedding photographers.
Pablo Andres Photography
can establish a premiere
position in the minds of the
future brides and grooms.
Capturing Limitless Love!

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Communication Objectives
I. Category Need
Pablo Andres Photography will aim its campaign at new category
usersnewly engaged, soon-to-be-married couples. These users are starting
to recognize the need for the service, which we will use to our advantage to
influence the establishment of this category. We have to emphasize the
benefits of picking Pablo Andres Photography over other services.
II. Brand Awareness
Brand awareness is our main communications objective. Pablo
Andres professionalism, commitment to quality and love for photography
will be our means to promote the differentiating features of his service. We
will focus on strategies that communicate, to the people of Clearwater and
Tampa, the Pablo Andres Photography brand, what it offers, and its benefits
over the competition. By targeting this market, we will reach the people who
are part of and enjoy the local, panoramic scenery. This includes
Clearwaters gorgeous beaches and Tampas popular destinations.
III. Brand Attitude
We seek to create brand attitude by emphasizing the value of using
the right photographer to capture the most important moments in life. Over
time, our campaign aims to establish positive attitudes amongst the
consumers to satisfy and influence their buying habits. Given that most
people do not frequent professional photography sessions, we will do this
through several methods. These will include interactive social media
activities, giveaways, and non-traditional strategies that intends to increase
the consumers engagement with the brand.
IV. Brand Purchase Intention
The most powerful and affordable tool for Pablo Andres
Photography to use is people. A consumers reference groupsfriends,
familycan be of more influence to our target market than any other form
of advertisement. As a result, to stimulate the consumers intention to buy
the Pablo Andres Photography service, we will encourage word-of-mouth
advertising. Our interactive campaigns, on social media and in person, are an
essential way to connect with possible customers. They are also our way to
offer incentives: discounts on prints, packages, and, on occasions, free
professional shots.

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IMC Program Strategies & Schedule

Large, established companies use elements of the
promotional mix for a variety of reasons. They might seek
to increase consumption of their established brand,
maintain current customers, build brand equity, or use
reminder advertisement to prompt or encourage sales.
Unlike them, however, Pablo Andres Photography must
first build a customer base and establish its brand. For this
to occur, potential customers need to be aware of Pablo
Andres businesshis service, expertise and commitment
to excellent work. To achieve these goals, we have
devised a number of strategies that can help his brand
establish itself in the consumers mind and motivate them
to seek his service. Success is on the horizon.

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Radio
Although radio popularity has consistently
declined over the last few years, this medium still
reaches millions of people. A smart, budgetconscious radio campaign will help Pablo Andres
Photography establish and extend awareness of his
brand name, and the services he provides, through
the greater Tampa Bay and Clearwater area.
Objectives:

Inform people 25 years of age and up of

Pablo Andres brand.
Inform recently engaged couples of Pablo
Andres wedding packages.
Increase awareness of the services that
fulfill the need of this segment.
Establish Pablo Andres as a professional
photographer with years of experience.
To advertise this service during the most
popular months for weddings in
Hillsborough and Pinellas counties.
To reach English-speaking and Spanishspeaking people alike.

According to the annual census from Florida

Public Health, May, October, March and April are
the most common months for marriage issuance in
Pinellas county (Clearwater, St. Petersburg). In
Hillsborough county (Tampa), March, May, April
and December are the most popular.

Hillsborough

Pinellas

January

517

357

February

683

538

March

975

683

April

872

650

May

977

784

June

707

633

July

676

506

August

635

479

September

609

472

October

835

755

November

846

625

December

868

582

Average number of marriages performed by month in

Hillsborough and Pinellas county 2013-2014

With the help of these numbers, we are

able to simplify our assessment of the best times
to advertise on the radio. Given the popularity of
weddings from March to May, and on the last
quarter of the year, we will use the pulsing
scheduling method. To follow this structure, we
will use a low advertising level all year round,
with heavy advertising during, and before, peak
selling periods. To maintain a low cost yearround, we will seek affordable local stations with
significant reach and frequency. In this regard,
Tampas 1490 WWPR marks itself as a viable
option.
Reaching over two million Tampa Bay
area residents, 1490 WWPR is one of the areas
most popular radio stations for local talk. It
covers about a 30-mile radius, and it is popular
among our target market of people in their midtwenties, thirties and up. Most importantly,
WWPR offers great advertising deals:
Four 60-second radio commercials daily for
30 days: $250
Or:

One 30-second radio ad: $10

One 60-second radio ad: $15

The ads will run between the hours 6 a.m. to 6

p.m., which would cover the radio dayparts of
morning drive time, daytime, and most of the
afternoon/evening drive time. On the weekends,
1490 WWPR changes into Spanish programming
through different areas of the day and night,
which broadens our reach to Spanish-speaking
consumers.
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Blog

One of the problems photographers face is the nature of their profession: it is a mostly private one.
Customers do not see the work that goes beyond taking a picture; finding clients, making calls, answering emails,
editing and improving pictures, finding the best uses for a lens, learning new, efficient photography techniques, and
more. These can be (and often are) more time-consuming than the photography sessions. As a result, educating the
clients on the worth and importance of the product is a complicated task, which makes differentiating ones level of
expertise a complex endeavor.
Objectives

To increase the content of Pablo Andres website.

To provide customers (and possible customers) the opportunity to learn more about Pablo Andres business
from his point of view.
Strengthening Pablo Andres brand by illuminating his process for taking, processing and preparing the
photography for the client.
To encourage website visitors to share their emails

Differentiation is, simply, about doing things differently. Photographers often ignore the power of blogging
and the connection it can spark with their website visitors. Blogging is an important component of this campaign
because:
1. It is covered in the cost of the website.
2. It increases the content through which website visitors can navigate.
3. It can help develop stronger ties with the consumer.
In the Pablo Andres Photography website, there should be a blog subcategory under about. In this
section, he can expand on the synopsis he offers on his about page of the website. This bracket will include his
views on everything photography relatedhis techniques, modes of expression, experiences and dedication to his
craft. By having the option to look through posts by the artists, consumers will be able to connect with Pablo
Andres Photography in a more personal, intimate way. This feature, which is vacant in most other photographers
websites, will help Pablo Andres Photography illuminate the time and work he spends on his work.
Pablo Andres Photographys posts need not only include his process of doing work, however he can use his
blog to introduce weekly tips, whereby he can make lively photography suggestions. In this way, visitors become
consumers of the websites invaluable contentwhich can cultivate fans who can, consequently, share the Pablo
Andres Photography brand through word of mouth.
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10 Tips for Better Baby Shots!
To further increase the benefit of this content, Pablo Andres Photography should offer limited access only.
By allowing visitors to see only two of his blog entries per month, the company can encourage visitors to share
their e.mail address. By doing so, the visitor will have unlimited access to all his blog entries, and Pablo Andres
Photography will build up its email databasethrough which he can later send promotions and newsletters to his
subscribers.
This type of content encourages repeat visits to his website, which can establish and/or preserve previous and
future customers. It also enhances his professional credibility, by painting him as an artist who works in a milieu
friendly to aesthetic concerns.

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Non-Traditional
Walking down the beautiful beach of Clearwater, tightly holding your beloveds hand
Before you, the setting sun, the azure, endless waters, a gentle breeze
A moment of self-awareness, of self-magnification
A fleeting moment, a lifetime of memories
How will you capture it?
The magic of photography is its ability to capture a moment in time. The magic of Pablo
Andres photography is his ability to do it like no one else can. To step away from the traditional
and generic, Pablo Andres needs to get himself out thereliterally.
Part of what stands out from Pablo Andres photos is the wide scope of what they capture;
they are not someones portrait, theyre a landscape. To take advantage of the beautiful Clearwater
beaches and the scenery they provide, he needs to allot a time during the week to offer his service to
people in specific locations around the areawhich may extend to Tampa. He can choose to do
this every week, or multiple times a month, depending on his availability. This service, however,
does not involve a monetary transaction.
Pablo Andres is seeking to take someones picture (a couple, siblings, a group of friends),
which is to later be added to the website. Once he finds his couple of choice and takes their picture,
he will hand them his business card. In it, they will find the link to his website, his Facebook and
Instagram name. By doing this he will:
1. Motivate new people to visit his website.
2. Encourage them to share his picture on several social media outlets.
3. Make others advertise his website and social media at no cost.
4. Increase brand awareness.
The goal of this campaign goes beyond informing people of a service; it gives them a
sample of it. Given Pablo Andres quality of workand peoples urge to share on social mediait
is expected that his pictures will be widely shared and celebrated by the people involved. Even if
they dont show interest in purchasing his service in the future, they will encourage someone else to
do so.

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Online Advertising
Objectives:
Create an interactive social media experience
through contests and incentives.
Increase brand awareness by advertising on
several online platforms.
Encourage positive word of mouth advertising
through discounts for referrals.
Increase Facebook exposure and total page likes
to 1,000 (Over 400%).
With one in five Google searches being
related to location, Google Places, Bing Maps, and
Yelp are great channels to advertise through. This
number continues to increase with mobile usage
where one in three mobile searches have local
intent. The first page of search results is
dominated with maps displaying local businesses
that fit the search criteria. Among the many free
business-listing sites available, these three are the
most commonly used and trusted. A critical
component for these channels is their reviews.
Businesses are even ranked on these channels by
reviews, displaying those with the highest rated
reviews first. Therefore the quantity and quality of
reviews can quickly establish trust and have an
impact on search results.
Encouraging current or previous customers
to write an online review can make an enormous
difference in generating additional business.
Reviews on Pablo Andres Photographys
professional website, Google Places, Bing Maps,
Yelp, and social media channels such as Facebook
aim to provide several benefits. According to a
2014 customer review survey from BrightLocal,
online reviews are trusted as much as personal
recommendations by 88 percent of consumers.
Furthermore, 88 percent have read reviews to
determine the quality of a local business, 39
percent on a regular basis and 49 percent
occasionally.

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This growing trend clearly demonstrates

the importance of having positive online reviews
in order to grow a customer base. Almost three
fourths of those surveyed say that positive
reviews make them trust a local business more.
Following this reasoning, adding a testimonial
section to the website where customers can brag
on their experience is key.

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Sales Promotions
Encouraging referrals to online channels by offering an incentive will be a great
way to enable more customers to participate. By offering a free print (8x10 size) or two
print credits (4x6 or smaller) for a detailed review on at least two different online
channels, customers will have an added incentive to provide feedback. This same
concept can be used for word of mouth referrals. Word of mouth advertising is one of
the most powerful tools for sourcing new clients. For each friend referred that books a
session or wedding shoot, a 10 percent discount on their next photo-shoot can be
offered. By providing the person who gave the referral a 10 percent discount, customers
will be more likely to come back for additional photography sessions.
Pablo Andres Photography can further create ways to engage and expand his
social media audience by creating a contest with an incentive for the winner. By using
platforms such as Facebook, Twitter and Instagram, users can share their favorite
engagement or family photos taken from the Pablo Andres Photography professional
website. They can share their photos multiple times on each platform generating
exposure, while the user who receives the most likes, shares, and comments from the
three different platforms receives a free trial package.
To increase his Facebook total page likes, Pablo Andres Photography can offer a
free PDF download of any picture throughout his gallery for each user who likes his
page. The goal is to build his online reputation through a series of well thought out
plans, aimed to strengthen his brand and in turn build relationships that lead to business.


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Facebook Targeted Ads

Facebook targeted ads should be utilized to find potential customers within Pablos traveling
radius. The Facebook ad will run a year long with a budget of $500.00. Using the pulsing method to
target a specific segment of users with matching criteria, Pablo could effectively expand the reach of the
customer base.
Criteria will include:
Age (25-40)
Likes (wedding related)
Location (Clearwater and surrounding
areas)
Status (relationship status or income)
Connections
Interests
Website visits
(www.pabloandresphotography.com)
These custom factors will all play an intricate role in sourcing leads, effectively re-engaging a
previous audience while additionally creating a new one all together. The ads will spike up in usage
during peak months from March to May, where 50 percent of our Facebook ad budget will be spent to
highly target individuals matching our preset indicators. During the months of October until December,
29 percent of our Facebook ad budget will be spent. From June to September, 15 percent of the budget
will be spent will be spent with the remaining 6 percent used in slower months of January to February.
In order to generate more favorable results, targeting Facebook users who have already visited
Pablos website but have not booked a session will be a key strategy. By creating separate ads
specifically related to the type of photography the visitor has already looked at
(Wedding/Engagement/Family), the potential to remind or persuade the user increases since they have
previously shown interest. The ads will aim to encourage the user to book now and reserve their photo
session.

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Email/Newsletter
Gathering points of contact to keep in touch
with customers and potential leads can be
vital. Emails and newsletters displaying Pablos
work, current and future promotions, and incentives
to book now will be showcased in a creative way
that appeals to the eye. Both will be sent digitally
through the database of contacts Pablo is able to
build. Both will also consist of some of Pablos best
work with a consistent underlying theme and
message pertaining to either engagement, family, or
wedding photos.

Networking
Networking and following up with those
connections on online platforms is also a crucial
part in expanding a customer base and encouraging
them to experience the benefits or your service.
Making real, quality connections will sustain
Pablos business for the long term. Pablo should
also seek to create relationships and or partnerships
with wedding planners who can then recommend his
services.

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[Issue] :: [Date]

Creative Strategies & Samples

Radio Advertisement:
Husband: Hold on Erin, Im getting some pretzels out of this
vending machine.
Bride: No time John, were meeting with the event decorator at
3:00, the venue manager at 5:00, and we have a tasting at
7:00. What are we missing?
Husband: Why couldnt we do the tasting at 3? Im starving
honey.
Bride: Pictures!! John we need to get a photographer, how could
you forget?!
Husband: Lets just do a Vegas wedding.
Announcer: Planning a wedding can be stressful for any bride to
be. Avoid the pressure of finding the right photographer
by hiring Pablo Andres. Pablo is renowned for his photos
from across the world and is ready to use his experienced
eye to capture your special day. Were located in
Clearwater, Florida. Please visit
PabloAndresPhotography.com to set up an appointment today
and avoid the pre-bridal migraine.
Bride: Wedding photographer- check!! See John, there was no
reason for you to get so worried!
Husband: Youre right, sorry honey.

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Issue [#] :: [Date]

Evaluation
It is necessary to establish evaluating measures in order to determine the success of
our promotional plan. We will measure the amount of clients Pablo Andres
Photography has retained before and after our recommendations have been
implemented, which will determine how the company has increased its reach into
the target market. To measure brand awareness, the number of likes and followers
on various social media platforms will be evaluated.
Pablo Andres Photography can also measure the success of the various
promotional tools by consulting with the customers themselves. By surveying
customers and discovering how they came to utilize Pablo Andres Photographys
services, the company will be able to determine which tools have been the most
successful in the target market. In the future, it can invest more money into the
most successful promotional tools.
For example, by surveying customers Pablo Andres Photography could
discover that over 50 percent of new clients are coming from the success of radio
advertisements, and less than 5 percent of new clients are received from networking
events. In the future, more advertising dollars can be spent on implementing radio
ads.

Research
Sources
http://www.pabloandresphotography.com/

http://www.beautifulweddingsphotography.com/index.html
http://www.kandkphotography.com/
http://www.vrvisionphoto.com/#
http://www.visitstpeteclearwater.com
https://www.brightlocal.com/category/online-reviews-2/

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