Here’s why that fancy new camera will never compare to the work of a professional photographer.
Something I have seen and heard in my travels to different schools is a movement towards ditching professional photography in favour of purchasing a fancy-pants camera and taking all photos in-house.
On one hand, I get it.
Our marketing budgets in schools are usually tight, so this can seem like a great cost-saving exercise.
Plus, I can also understand that if you've had a disappointing experience with a pro, then it may seem easier to take photos in-house. I've been there.
Having said all that, I personally do not support ditching professional photography altogether.
Here’s why:
You're a marketing generalist
Unless you or a member of your team has actually worked as a professional photographer, then you’ll never have the same level of skill. You’re a marketing generalist, remember?
Meanwhile, professional photographers have honed their craft over years, perhaps even decades. They see things we don’t see and understand lighting better than you or I ever will.
Your camera is actually not that fancy
That fancy new camera, how much did it cost? A few grand? Your professional photographer will have multiple cameras that cost more than a small car.
In this game, the cost of the camera does have a bearing on the outcome and the camera that you bought for $5k is never going to stack up to professional kit that could be anywhere from $25k to $40k.
iPhones are not magic
iPhones are great, right? They’ve shot magazine covers and movies with them, right?
Yep, professionals have.
Look, I love using my iPhone too. In fact, it’s all I use when I’m taking photos (bless whoever created Portrait mode). But the fact remains that I’m never going to get the same quality shot as a professional photographer with top-notch equipment, proper lighting and years of experience.
Where the magic happens
What do you do after you take your photos? Do you spend hours editing them?
Me neither.
But do you know who does? A professional.
I don’t know what dark arts they perform in the editing suite, but I can tell you that it’s what makes photos really pop and look amazing and, by extension, make your school look amazing too.
It's the vibe
I can always tell the difference between a professional photo and one that's been taken in-house. That's my special skill as a marketer.
The average person off the street won't necessarily see what you or I see, but they will recognise the difference subconsciously when they are comparing schools.
Professional photos just look more vibrant and full-of-life…i.e. exactly what we are looking for in schools.
Consider this point instead - there should be different layers to your photography.
Thanks to Alex Manton from The SchoolHouse Agency for sharing this concept with us at the Strategic School Marketing Retreat in Noosa last year - it also applies to videography.
Go ahead and take your iPhone photos. They will do the trick for social media posts, newsletter articles and other day-to-day events.
Take photos with your fancy camera - they can be a great tool for sports carnivals and student performances.
But keep the top tier marketing photos for the professionals.
Oh, and when you find yourself a great professional photographer - cherish them and never, ever let them go.
I’ve been working with Annette Andrews (below) since 2017. She did phenomenal work for us at Concordia, she does our photography for Faith and there’s nobody else I would trust for my School Marketing Manifesto shoots.
With superstar photographer Annette Andrews on a shoot last year.
I'm curious - have YOU ditched professional photography? If so, why? And how's that working out for you?