4 Ways To Create A Standout Senior Rep Program | Senior Photographer Education
Wouldn't it be cool if you could have a senior rep program SO signature, that students from out of your state reach out to ask if they could be a part of it? To build a standout senior rep program, you must learn to master the art of reading the (ever-changing) room:
1. Probe pop culture
Keeping your finger on the pulse of popular (“pop”) culture keeps your photo shoot themes fresh and relevant, while still being different from photoshoot concepts already made popular online.
Seek out inspiration from events like the Met Gala, the superbowl, TV series, movies, TikTok aesthetics, or popular concert tours.
Examples: Bridgerton, Eras Tour, Barbie, Coastal Cowgirl
You can also pay attention to recycled ‘vintage’ aesthetics that are rising to popularity again.
Examples: 90s/y2k and its low-rise jeans, bright colors, & platform shoes
Don’t forget to include a classic, tried-and-true theme into your annual group photoshoot schedule, too. — just be sure to add your own personal twist to it.
Examples: USA, but in an airplane hangar instead of a field, or shot completely on film.
Note: there’s a fine line between a cool, new concept and something SO out there that students may be hesitant to participate in. Pop culture that’s relevant to your generation will likely be different from what’s relevant to teens — the next point will help you strike the balance.
WHY IT MATTERS: Choosing photoshoot themes that excite will encourage more people to apply for your program, and catch the attention of seniors (and their parents) online.
2. Poll the audience
Sometimes it can feel like knowing what teenagers like and don't like feels like you're speaking a different language than they are, and in some ways…you kind of are!
The best way to get inside their mind is sometimes to just ASK!
On social media:
Utilize the poll features on social media to ask students which themes they'd like to see for next year's photoshoot schedule, what their current favorite coffee or boba tea shop is (jot this down for the meet and greet), and which makeup or skincare product they would want most for their birthday this year (jot this down for their surprise welcome gift).
On your application:
Another way to do this is to add a question to your senior rep application that allows THEM to tell YOU which photo shoot concepts or locations they've been wanting to try.
Interestingly, I've been seeing more seniors than ever before use words like "different," "unique," and "never done before" in their applications. Now that social media has been around for a while (especially to this generation), it's less likely to come by completely original ideas or inspiration online. So, why not go straight to the source and hand them the mic?
On set:
Get into conversation with your current team & team parents and ask them for feedback. There's hardly anything more valuable than being perfectly in tune with your students (and their parents) so that you can make well-informed decisions about your program going forward.
WHY IT MATTERS: Your client wants to feel heard. Making the extra effort to incorporate their suggestions and feedback builds trust, and the type of client experience that’s going to have them raving about you and your program to their friends and family.
3. Pinpoint the generation
Your program serves two groups: the student and the parent. Knowing this is essential, but still not enough. You also need to account for which generation each of your clients belong to in order to earn and retain their attention.
For example, a Class of 2012 senior model team (millennial students and boomer parents) will be motivated by and attentive to completely different things than a Class of 2029 team (Gen Z students and millennial parents).
The way they respond to messaging and promotion depends in large part on their generation.
Are you still designing your senior rep program to cater to millennial student behaviors? Get to know Gen Z now, and when the time comes, transition your business and marketing to better serve Gen Alpha.
Psst - the last Gen Z student graduates in 2028.
Class of 2029 will mark the beginning of an entirely new generation!
Ways to do this: reading, social media observations, get in conversations with them
WHY IT MATTERS: knowing your audience acts now is one thing, but studying their behavior in a way that helps you predict what’s coming next empowers you to be a first mover in your market
4. Peek-a-boo product placement
If you’ve tried having a senior rep team before and the people on your team just didn’t “work” — it might be time for a new marketing strategy. The good news is, I’ve got one!
Despite popular belief, the most successful rep programs are not the ones whose students do the most work. Gone are the days of requiring your senior ambassadors to pass out a certain amount of promotional cards to their peers, or insisting that they themselves carry the responsibility of bringing you a certain number of leads. Your program will help you book out your calendar only once you yourself, as the photographer, master the finesse of marketing your program first, and your business second.
One way to do this is with subtle, peek-a-boo product placement.
Today, this is more indirect (and more effective) way to market.
Lean into trends that are popular with teens now (for example: I’ve noticed my clients start to wear more oversized sweatshirts rather than fitted sweaters, and more baggy pants rather then leggings or skinny jeans)
Plus, now that you’ve studied the generations your serve, you know that:
Gen Z and Gen Alpha are known to be adverse to advertisements
99% of Gen Z consumers will hit ‘skip’ on an ad if it’s an option
86% would be more inclined to buy a product recommended by a friend than a paid influencer
When designing wearable merchandise for my team to sport, it’s important to make the design subtle enough that it doesn’t scream “this is an ad!!!” but interesting enough to catch attention and get people asking questions.
If they’re more likely to wear it with their peers, you’re now creating at the very least subconscious brand awareness with them.
Another example of this is branded cookies placed in year-end gift boxes. Subtle, cute, aesthetic, attention-getting, thoughtful, and ultimately…post-worthy!
WHY IT MATTERS: Authentic, word-of-mouth referrals are still the best way to grow your photography business. Offering indirectly-branded merchandise that excites is a key to increasing your brand’s awareness in your area.
Standing out can also mean “to make an impression” and “to shine.”
At first, having a standout senior rep program means that a client will hear about you and your program for the first time. Whether by word of mouth, on social media, or otherwise…you’ve gained exposure. In essence, you’ve made an impression.
Then, once they’re aware of your photography business, the team, what you offer, etc. — now, standing out means you “shine” with your personal brand touch. This is what guides them to a well-informed decision that is the best fit for their family. In this sense, standing out is the difference between someone simply knowing about you and choosing to ignore you, and someone who eagerly signs up for your program as soon as they get the chance.
The exposure piece helps them FIND you.
The personal brand piece helps them CHOOSE you.
My standout senior rep program changed the game for my senior photography business.
The results from my senior rep program speak for themselves. Once I had my program established, I no longer had to work weekends or book photography gigs I wasn’t passionate about and I went from generating less than $10,000 in annual photography revenue to achieving my first 6-figure year. I know from personal experience how valuable these rep programs are, which is why I am so passionate about other senior photographers having a rep team of their own!
Take their word for it!
My rep team families come in for great photos, which they get! But what they’ve told me pleasantly surprised them was the bonds made between the team, and the organization and seamlessness of it all.
If your goal is to book more senior sessions, what you DON'T need is a copy-and-paste program that costs you valuable time and money without bringing you any new leads.
What you DO need is a standout program that's true-to-you, profitable, creative, & important to your local community. And setting yours up is easier than you think.
Have you tried the whole “senior rep” thing, but haven’t seen success? Check out my free guide for 5 more tips for starting OR scaling your own senior rep program in a way that actually leads to more senior bookings without being more expensive than it’s worth!
