Category Business

Understanding Photographer and Videographer Rates

July 31, 2024 0 Comments read Blog, Business, Client Work, Industrial, Shop Talk, Tips

Industrial workers — *© Brian Fitzgerald*

When hiring a photographer or videographer, rates can be confusing. Some photographers don’t provide day rates, while videographers often do. Sometimes you might encounter work-for-hire contracts; other times, you hire someone to create a defined product, such as a 1-2 minute video business profile, priced by the deliverable rather than the time it takes.

To clear up the confusion, here’s a breakdown of some key terms that can help you navigate the hiring process more effectively next time you have a visual project.

Work For Hire (Paying To Own)

What It Is: In a Work For Hire (WFH) arrangement, the client owns the full rights to the visuals from the moment they are created. This is typical when the work is performed by an employee of the company but can apply to independent contractors.

Why It’s Important: The creator relinquishes all ownership and cannot use the work for their portfolio or other purposes without permission. This is crucial for clients who need complete control and ownership of the content, particularly when proprietary or trademarked processes and products are shown. Note that specific legal definitions determine what constitutes WFH, and a contract specifying WFH may not be legally binding if those conditions aren’t met.

Project Rates (Paying For Value)

What It Is: Project rates are a fixed fee agreed upon for the entire scope of work, typically covering pre-production, production, and post-production phases. This is often my preferred pricing method because the focus is on results, not time.

Why It’s Important: This approach ensures a well-defined project scope and clear expectations for both parties. It often leads to more thorough planning and better final results, as the photographer or videographer can focus on specific deliverables. Project rates focus the creative professional on creating the best outcome rather than counting minutes or hours. An experienced photographer may produce the same amount of work as a less-experienced one but in less time. Using a project rate, pricing is based on the end product and rewards the experienced photographer for their efficiency. For my clients, efficiency and minimal disruption to their operations is invaluable.

Product Pricing (Paying For Specific Deliverables)

What It Is: Product pricing refers to a model where the cost is based on the final deliverables rather than the time spent creating them. Examples include a formal business headshot or a 90-second explainer video for a local business.

Why It’s Important: This pricing structure is straightforward and focuses on the value of the end product. Clients pay for the specific images or videos they receive, making it easier to budget and justify.

Day Rates (Paying For Time)

What It Is: Day rates are fees charged by the day (typically 8, 10, or 12 hours), covering the professional’s time on a daily basis regardless of the setups, sessions, or work performed.

Why It’s Important: Day rates might make sense if you value flexibility and budget predictablity, but they encourage scope creep, which can lead to quantity over quality and time over efficiency.

There’s no single “right” way to structure rates. Each type has its advantages and disadvantages. Knowing the difference between them will help you budget and ensure a smooth, successful project. Your visual professional should also be able to explain these terms and why they recommend a particular rate structure so you can make the best possible decision for you and your project.

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Want to discuss an upcoming visual project or want help telling your visual story? Let us know!

Redundancy and Creative Resilience

October 17, 2023 0 Comments read Blog, Business, Shop Talk, Tips, Tools

*David Moses Bridges, Passamaquoddy artist and activist, photographed in 2007. © Brian Fitzgerald*

Redundancy has a bad rap. It conjures images of lost jobs, of being the expendable one. But as a creative, redundancy is my secret weapon. It makes me and my creative work resilient.

Think about photo gear: cameras, cards, batteries, lights—all need backups. When I’m far from home, a single gear failure can derail a shoot. But the idea goes deeper. Redundant copies of client work, a shortlist of reliable assistants, multiple setups for every shoot—they all are necessary in my world.

A case in point: a recent shoot went sideways. My first location and setup just wasn’t working the way I wanted it to. Then, my subject got pulled into a surprise last-minute meeting. This chewed up one hour of a two-hour shoot. Fortunately, I’d arrived hours before the shoot and had other setups and locations waiting. I pivoted, and once my subject was free, we were able to move on.

Those second and third locations turned out to be gold. Far better than the original, in fact. Redundancy gave me options, which in turn gave me the ability to adapt. Challenges are a certainty in any business. But if you give yourself options, you’re not just surviving—you’re thriving when things change. Maybe it’s better to reframe redundancy. Rather than being expendable, it’s about being prepared.

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The Soul of Work: Unveiling Authentic Brand Culture

August 1, 2023 0 Comments read Blog, Business, Marketing, Shop Talk, Storytelling

© Brian Fitzgerald

I’m not just a location portrait photographer. I’m a storyteller who crafts narratives that blend stills and motion. My interest lies somewhere even deeper: capturing the culture of work, the heart and soul that beats within every office, workshop, or studio.

It’s about more than just taking pictures. It’s about showing how people work in their environment, and revealing their authentic energy. Pulling back the curtain. Peering into the hidden machinery within, and revealing how the work gets done. That’s where the magic happens.

I thrive on telling the story of the ‘real’ company. No staged smiles. I’m talking about the laughter, the teamwork, the small moments that make a workplace come alive. The behind-the-scenes connections that feel real because they are real.

Brand image isn’t just about words or colors on a website. It’s far more profound and yet as simple as the feeling you get when you walk through the doors.

When you think about your brand, remember this: It’s more than a logo or a tagline. It’s a living, breathing entity. Don’t be afraid to show the world your company’s authentic personality.

© Brian Fitzgerald

First, Give Value

June 13, 2023 0 Comments read Blog, Business, Inspirational, Personal, Shop Talk

Dairy farmer with cow and son — *© Brian Fitzgerald*

I was raised by Irish Catholics, which might explain why I have a deep-seated belief that anything good in my life must be accompanied by an equal-or-greater amount of suffering.

Not a great belief, as beliefs go. But here’s one that I’ve found is completely true: if you want to receive good value or get good results—satisfying assignments, great clients, a good paycheck—then you have to first give great value.

What does ‘value’ mean? It means doing your best to be remarkable in your work, your attitude, your professionalism. It means that before you offer help, you ask how you can help. It often means giving more value than others expect. For photographers, it means going that extra mile on a shoot: looking for an extra angle, taking creative risks and pushing for something different once you’ve satisfied your client’s stated needs. Sometimes you’ll end up with images that surprise you and delight your client.

If you consistently do this and have the attitude of giving more than you are getting, you’ll find—like I have—that you get an amazing amount of value in return.

It starts with you.

The Business of Life with R.M. Davis

June 6, 2023 0 Comments read Blog, Business, Client Work, Marketing, On Assignment, Showcase, Video

Home-buying couple

In 2022 I had the opportunity to shoot and produce video footage for a fun campaign for a longtime client, R.M. Davis. RMD is a financial advisory firm based in Portland with deep roots. With a 45-year track record of working with wealthy individuals, estates and businesses, they worked with Burgess Advertising & Marketing to create a concept called ‘The Business of Life’. My job was to create images that illustrated the concept; basically a series of vignettes showing transitional moments like college graduation or building a new home as well as individuals and business owners meeting with financial advisors.

Here are a few of the final images as used in the campaign. As is more often the case with my advertising clients, we built the shoots so we could take video footage as well as stills. This was later incorporated into a Business of Life video.

I think the campaign is a powerful example of people- and client-focused marketing that really works.

College Graduate

Industrial business owner

Couple in coastal home

Timeless Visuals: 3 Strategies for Lasting Impact

May 9, 2023 0 Comments read Business, Marketing, Tips

Everyday Heroes © Brian Fitzgerald

Evergreen visual content consists of images, videos, and graphics that remain relevant and engaging for years. Unlike content tied to trends or current events, evergreen visuals focus on timeless themes, making them a valuable, long-lasting asset for your brand. Here are three tips that can help with your content plan, along with examples.

Focus on universal themes and emotions
Create visual content that speaks to your audience’s core emotions and experiences. Rather than designing an infographic about a fleeting social media challenge, create one highlighting the importance of work-life balance.

Scenario: A health and wellness brand creates a visually striking video series that explores mindfulness techniques and stress reduction, instead of focusing on a short-lived fitness fad. This series will continue to resonate with audiences, helping the brand maintain a long-lasting connection with its followers.

Your Turn! @Brian Fitzgerald

Invest in high-quality visuals
Great visuals stand the test of time, reflecting your brand’s commitment to excellence. For example, a property management company can showcase the lifestyle of their properties through professional images that highlight key features and capture the experience of actually living in their spaces. These captivating images will continue to impress potential clients and show the company to be one who cares about making the lives of residents better.

Scenario: A tech company produces a well-designed, informative infographic that simplifies complex data and conveys the benefits of their software solutions. This kind of useful visual piece will continue to educate and engage audiences, even as the industry evolves.

Optimize visual content for searchability
Ensure your evergreen visuals remain discoverable by incorporating SEO best practices. When uploading images to your blog, use descriptive filenames and alt text that accurately represent the content. Additionally, make use of structured data to help search engines better understand and display your visuals in search results.

Scenario: A travel agency creates an extensive collection of stunning destination photos, each with a relevant keyword-rich filename and alt text. As a result, the agency’s website gains increased visibility in search results, drawing in potential clients and showcasing the company’s expertise in the travel industry.

Ferry Beach, Maine © Brian Fitzgerald

By focusing in these three areas, you can create evergreen visual content that captivates, strengthens your brand’s presence, and endures over time.

Interested in creating evergreen visual content that will have a lasting impact? Let us know!

Master your Content Calendar in 5 Steps

April 4, 2023 0 Comments read Blog, Business, Marketing, Tips

Ready to level up your content game? Craft a killer content calendar to keep your audience hooked. Streamline content creation, ensure a steady flow of engaging material, and support your brand’s marketing objectives with these five steps.

Set Goals, Win Big: Nail down your content goals from the get-go. Targeting brand awareness, social media engagement, or website traffic? Your objectives guide your content, and professional photography and videos will make it pop.
Themes and Topics, Front and Center: Jot down themes and topics that resonate with your audience. Align them with your brand, industry, and target interests (yes, we can help with that!). A bit of preparation guarantees a stream of impactful photo and video projects.
Variety is Key. Mix it up: Combine evergreen, timely, and promotional content. Showcase your brand’s different facets and keep your audience coming back for more.
Schedule Like a Pro: Map out your content release schedule. Consider the best days, times, and platforms for each post. Advance planning means you have time for targeted photography and video shoots, ensuring high-quality visual assets to accompany your content. Three planning tools we’ve used here at Fitzgerald Photo—good for individuals and for teams—include Trello, Asana and Google Workspace (formerly G Suite).
Adapt and Thrive: There’s no ‘set it and forget it’. Review and update your editorial calendar regularly. Analyze past content, tweak your approach, and plan for new projects. A dynamic calendar helps you stay aligned with your marketing goals while generating demand for the things you do and the ‘stuff’ you sell.

Follow these five steps to create an unbeatable content calendar. Your audience will be captivated, and your well-crafted and thought-out visuals will get the attention your brand deserves.

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Don’t Just Do It: create a winning social media strategy

March 23, 2022 0 Comments read Blog, Business, Marketing

If you’re responsible for marketing at your company (or one-person shop), one single word can induce sweating, bouts of self-doubt and even some wistful headshaking: content.

Since online content platforms (i.e., social media) are both inexpensive and readily available, any bottlenecks in producing consistent, high-quality (and brand-appropriate) content is usually on the production side (you), not on the delivery side.

So what’s your content strategy? What tactics will you need to take to produce great content and to share it consistently? When you hire a photographer to produce amazing images and video, are you asking questions like these?

You should be.

Tactics—like hiring a photographer—are easy and fun, or at least distracting and engrossing. They are all about the ‘doing’ part and it’s tempting to skip ahead. But strategy happens first. What are your social media goals? That is, what does your brand want to actually accomplish, long term? All of the following goals require different tactics:

Brand Awareness
Also known as, Getting Your Name Out There. Your content should be authentic to your brand, convey your brand personality and values…ie., your ‘voice’. It shouldn’t be overly promotional.

Grow Your Audience
You have to engage on your social media channels, and looking for ways to introduce your brand to people who haven’t heard of you before. Monitoring channels for specific keyword phrases will alert you to conversations that you might be able to contribute value to.

Engage Your Community
How are you interacting and staying top of mind with your current subscribers? Asking questions, being responsive and promoting user generated content can all help.

Generate Leads and sales
Integrate your service offerings and products into your social profiles. Run exclusive deals for your followers. Alert customers to new products and promos.

Drive traffic
Promotional posts and social ads that point viewers back to your website.

One last thing. You can’t do all of it all at once. Pick just two of the goals from the above list, and work on those exclusively as you measure your results.

Whether you are creating original content yourself, hiring a professional photographer, or simply curating and sharing, make sure to keep your goals in mind.

After the Shoot

September 1, 2020 0 Comments read Blog, Business, Marketing, Shop Talk, Tools

construction silhouette — *© Brian Fitzgerald*

It’s a great feeling knowing that the shoot you’ve been planning for is complete. But just as the real work of planning begins long before the actual shoot date, there is still much work to be done after shoot day is over and the gear is packed away.

It may be days until clients get to see their images, but our job is just beginning. We start by archiving our precious files per our 3-2-1 system and scanning releases and other paperwork. Most critically, our post-shoot ritual involves a reflection on the shoot itself: the shoot post-mortem.

Post Mortem
The post-mortem is based on the After Action Report methodology used by the military and other organizations to retrospectively analyze our performance and improve it for the future benefit of our work and our clients. This is especially true when things don’t go according to plan (It’s important to note that this is a feature, not a bug; being flexible and able to pivot leads to often surprisingly great results). Discussing these unplanned events, as well as outright failures, leads to big leaps in understanding that help us when it comes to future projects.

We use checklists, write notes and have discussions about everything from subject interactions to shoot timing to gear performance. We’ll brainstorm how to improve in the future. These notes will be organized into actionable steps and to-do items that get added to our calendars and followed up on later.

Editing
Over the course of the next several days, we edit images using a multi-step culling process. First, we discard the obvious ‘bad’ images—out of focus frames, technical snafus, or closed eyes, for example. Subsequent editing rounds cull down even the largest shoots down to a manageable number that will in turn be toned and shared with clients so that they can make their final selections.

Post-Production
Once clients select their images, we process them for delivery and use. Our goal is not to make people look unrealistic and “Photoshopped”, but to apply toning and contrast, and clean up issues with skin, hair, or backgrounds. It may involve perspective correction and ‘merging’ multiple images together. More typically, it consists of mitigating skin blemishes, correcting skin tones and producing high-resolution image files that will reproduce well in print and online.

Image Delivery
Because our clients are businesses, agencies and creatives who utilize digital files for their own uses, we deliver high-resolution digital images optimized for their intended use.

We use Photoshelter.com for our client proofing galleries and also to deliver final electronic files to clients. We may utilize WeTransfer or Dropbox as well, depending on client needs. Photoshelter is a great, visual, easy-to-use system that works great for our clients in most situations.

Once files are delivered and in use, the shoot is over—yet the work of continual improvement continues. When we arrive at a shoot location, we bring with us the knowledge acquired from hundreds of previous shoots. Our clients benefit—as do we—from each part of our system having been tested and vetted through real-world application and use.

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Want to know more about our process? You might be interested in our posts on the right questions to ask yourself before hiring a photographer , what to expect once you’ve hired a professional photographer or what to expect when shoot day arrives.

Enjoy it While it Lasts

August 18, 2020 0 Comments read Behind the Scenes, Blog, Business, Inspirational

I hate to be the bearer of bad news, but we’re already in mid-August and those of us in Maine know that means cooler days are not far away.

This summer of the pandemic has been strangely busy. Busy, primarily, because the work of a commercial photographer doesn’t just stop when things get slow; but also because I’ve been taking advantage of more time to start creative projects, edit my work and learn some new skills.

Taking control of my own creativity, and reassessing the direction and trajectory of my business and my creative efforts, has been an unexpected benefit of these past few months.

In the coming weeks, I’ll be posting some new images, along with updates on a brand-new portfolio of work that I’m pretty excited about sharing. In the meantime, as summer winds down I’m enjoying getting out and doing what I love—kayaking, hiking, and spending time with my family.

So here’s to using well the summer we have left to us, and being ready to create meaningful work when we all return.

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