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A NEW DAY IN THE SCHOOL PHOTOGRAPY MARKET
Traditionally, the school pictures market has been dominated by large companies that offer standard services encompassing huge market areas across the country. These more corporate-like agencies will probably always be there for the schools, however, there is a new trend on the horizon with the emergence of smaller, locally based photography companies that are responding to an expressed desire by some schools for increased options, as well as, more personal and convenient service within their own communities.
Thanks to the creative brainchild of Army Moreno, a professional school photographer for over 30 years in the San Francisco Bay Area, smaller professional photography companies across the country now have the chance to become more market savvy and, unencumbered by a large corporate machine mode, can step up to the plate and offer the schools in their own communities a more personal and competitive choice.
Moreno specializes in helping small commercial photography and portrait studios to revamp their marketing strategies and go after the school picture business in their areas. His company, Antiquities School Pictures, located in Alameda, California, offers a proven, innovative and supportive program to independent photographers who wish to broaden and pump up their own competitive businesses by addressing this growing demand for a more local, personalized, and responsive approach in the school picture market.
“The independent has always been a part of any market,” stated Moreno. “With all the new technology and increased population growth, in addition to their professional skills and experiences, why shouldn’t the little guy have a chance to compete, especially if they are local, easily accessible, and can offer the schools some new ideas and extras.”
Moreno’s belief in the independent photographer’s niche has generated keen interest in his program innovations resulting in a nationwide partnership between Antiquities School Pictures and many other independents focused on providing complete and flexible school programs in their hometown areas.
“We are finding this partnership to be very successful for both the independent photographers and the schools they serve,” he added. “By organizing and creating a network, then implementing our techniques and program, we have something that any independent can use and offer.”
In a time of fluctuating markets, constant technological improvements, and extreme competition, it is apparent that school photography studios and businesses also reflect a need for innovation, change, imagination, specialization, and speculation. The only constants in the school photography market continue to be the schools and their students. Yet, we all know that something new, fresh, fun, unusual, or extraordinary can result in a fickle following. The success of any program depends on flexibility, initiative, talent, a little flamboyance, originality, timing, and SERVICE! The independent school photographers are striving to stretch their limits and expand their capabilities to meet the challenges of a new era in business venture.
For More information on Antiquities School Pictures Program, contact Army Moreno at (510) 522-2647 or by email at army@antiquitiesphotos.com.
Carol E. Davis is a freelance writer from Gig Harbor, Washington. She can be reached at ladybluerock@hotmail.com.
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