website copywriting+ email marketing
“The world of school photography has changed…”
Capturing the youthful joy of a child during their school years is one of the most valuable roles for school photography.
MySchool.Photos was the brand new traditional school photography branch of one of the UK’s most trusted school sports photographers – DE Photos.
Website copywriting & email marketing
transforming school photography.
Having been in close contact with school decision makers for many years, director Mike Moore knew teachers were fed up of the admin-heavy task of getting a good school photo into the hands of each child’s waiting relatives.
He also knew the parents were unhappy: they had no photos to choose between and getting hold of any was a lengthy process involving restrictive packages, cash-in-hand and written order forms.
MySchool.Photos puts an end to all of these frustrations. Amongst other long-awaited innovations are multiple shots of each child and an online buying portal which puts relatives in direct contact with the photography company – meaning schools no longer need to play the middleman.
Although the responsibility for arranging school photos is met by most teachers with a sigh of exasperation, the situation is largely accepted. It’s how school photography has always worked, so why should teachers expect anything different come next year?
It’s this lack of awareness that there’s something better out there which MySchool.Photos has to contend with. And even then, once the concept gets in front of teachers, it can be a challenge to convince them it isn’t a case of ‘it’s too good to be true’.
Once we’d had an in-depth discussion about the business with Mike we knew exactly how each feature of MySchool.Photos addressed a difficulty typically experienced by either parents or teachers during the school photography process.
First we used this to develop benefits-led copy for the MySchool.Photos website.
On top of that, we produced a series of emails designed to develop a relationship with teachers who’d expressed an interest in MySchool.Photos, to keep the company on their mind and – more importantly – leave them in no doubt they’d found their new school photographer.
This was an extended KLT (Know, Like, Trust) sequence which meant there would be a full six months of communication with each prospect, without anyone at MySchool.Photos having to so much as pick up the phone.
the end result.
With more benefits and a clearly defined promise, the new messaging has helped increase awareness of MySchool.Photos throughout the education profession, building trust and warming up leads at the same time.
More importantly, the refreshed positioned has contributed to freeing up teachers’ valuable time to focus on what really matters and delivering the kind of photography that captures wonderful memories for delighted parents.
LIKE WHAT YOU SEE?
LET'S WORK TOGETHER.