When contemplating professional photography for your
community, here are some tips in selecting and working with photographers.
* Selecting a photographer
There are photographers who specialize in certain types of
photos and their fees reflect their specialization and ability. Architectural photographers understand
building views, angles, lighting and the nuances of architecture. They may shoot at dusk or before sun up and
want all the building’s lights on or a parking lot wet. Interior design photographers painstakingly
prepare a room setting–taping up lamp cords, raking the carpet for footmarks
and even rearranging furniture. The
results are well worth the work.
Commercial photographers also specialize in advertising and
web pictures. With every photographer
their portfolio should offer samples.
It’s important to understand a photographer’s specialty, see
their portfolio and discuss if your needs match their abilities.
* Talent
There may be a temptation to use community residents for
models since they are willing participants.
For many photographers this can prove extremely challenging and time
consuming. Residents are not
professional models. While residents may be perfect in group shots; they may
not be able to capture the emotion desired by a creative director.
On a cold day, you can’t ask residents to stand in a
swimming pool looking happy as easily as you can professional talent. Residents’ feelings may be hurt if a
photographer feels a resident really isn’t photogenic.
Since a brochure or website may have extended use;
if a resident no longer lives in the community; this is a consideration if
their picture will impact the marketing messages.
The photographer should know how to work with people and
work quickly.
Be sure to have releases signed that photos can be used by
the community in any form of advertising and promotion.
Photo release samples can be found on the
internet.
* Details
Consider a stylist, wardrobe and props when planning a photo
shoot. Working with a photographer in
advance and planning specific photos helps.
From fresh flowers and crisp table linens…attention is in the details. If photos are being taken at the community;
inform staff; so special areas can be prepared.
Understand what they provide and what you will be required to have on hand.
* Lifestyle
Your community’s lifestyle needs to be reflected. If your community requires coats for men at
dinner then this attire is fine for a dining picture. There may be a tendency for models to
be overdressed and reflect dressy black tie affairs. If your community has a casual atmosphere and
is less formal, the models’ attire should match.
* Reflect the
community’s population
If your community is geared to couples; then pictures can be
couple oriented. If many residents are single; pictures need to
show singles rather than imply it’s a couples’ world. Minority groups should be included as
well.
* Photo rights
There are many stipulations by various photographers and you
should understand these in advance of a photo shoot. You may assume you have the rights to the
photos since you are the client and footing the bill but this may not be the
case. You may be asked how you plan to
use the pictures and this may impact rights and costs. These are important details to know and have
in writing.
* Preparing for a
shoot
It’s best to ask the photographer to “walk” the community in
advance of the shoot. This way they can
gauge time of day for best lighting; assist in planning locations and angles and
use their photographic eye. If staff is
going to be incorporated into pictures; letting them in advance is important.
People need to be prepared with appropriate dress.
* Stock Photos
There are more and more companies available for stock photos
and these basically are rented for useage.
Advertising agencies seem to have more resources for stock. The downside of stock photos is generally you
don’t have exclusive use of these photos. Your selection also may find its way to an
advertising campaign for a bank, hotel and a competitors community. Use of
stock photos should be weighed when reviewing photos requirements.
* Shoot lists
Many photographers book either in time increments of a half
or full day. With the photographer, plan
a shoot list in advance and determine what can be accomplished in the time
allotted for the shoot.
* Interesting people pictures
Creative pictures of people tell a story. You don’t need a picture of the entire
body—sometimes less is more and an environmental type of picture would be more
captivating. Showing someone in their
work environment may be useful. Taking
a picture of hands….smiles…..hugs may capture emotions more than a picture of
a group of people at dining room table.
* Age of models vs. age of residents
This continues to be a subject for debate. Some advertising specialists believe people
want to see younger rather than older people representing a product whiles
others believe to appeal to older consumers models should be older. If the community is geared for residents 80+
years old, a model could be in their seventies and be appropriate but not in
their fifties. Age is very subjective.
There are some 80 year olds that look like they are 60 while others show more
age. People should dress fashionably and
up to date. Here again a stylist is very helpful.
Using a professional photographer offers a resource for
pictures that can be used in a variety of opportunities. Shop around for someone you feel
‘clicks’. It’s well worth the investment.
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