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PhotoHouse Films

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Couples, 27–40 years old, planning an intentional, stylish and deeply personal wedding. Prioritize creating an emotional legacy over staging.

Audience Type

  • B2C
  • Modern, emotionally aware couples

Needs – Primary Buying Considerations

  • Desire for a personalized wedding film that feels like their life
  • High quality photos and videos that preserve their wedding story

Demographics

  • Age Range: 27–40
  • Gender: Both
  • Geography: Primarily Austin, Texas, USA
  • Income Level: Professional level income
  • Profession: Professionals, Creatives, Planners, Entrepreneurs, Designers

Psychographics

  • Lifestyle: Values design, atmosphere, and details of their wedding
  • What they value: Meaning over material, storytelling over staging
  • Pain Points: Fear of an impersonal or commercial-feeling wedding video or photographs
  • Buying Behavior: Guided by emotion, authenticity and storytelling in choosing a brand

2. My Message to My Target Audience

Refined Elevator Pitch

  • PhotoHouse Films provides modern, emotionally-aware couples with cinematic stories of their special day through our unique blend of artistry, emotion, and technology, so they can preserve their moments as legacies.

Understanding Their Pain Points

  • Struggle to find a quality, empathetic wedding photography service
  • In a phase of detailed wedding planning
  • Desperate need for meaningful, emotional representation over mere recording

Transformation

  • Receive a cinematic story of their special event, not just photographs
  • A sense of overwhelming joy and emotional resonance upon reliving their moments
  • Precious memories preserved as legacies that can be cherished forever

Unique Selling Proposition (USP)

  • PhotoHouse Films offers an emotionally touching cinematic experience unlike any other
  • Award-winning team with a proven track record
  • We blend operational excellence with emotional storytelling, making us competitive yet caring

Brand Values & One-Liners

  • "Your story matters, and we preserve it forever."
  • "Where storytelling meets legacy."
  • "Relive your day with goosebumps, always."

Tone

  • Our tone is empathetic, celebratory, and evokes a sense of warmth and familiarity. We aim to stir emotions and create joyful experiences.

Hero Text Idea

  • Flag Text: Capturing love stories in Austin
  • Main Headline: We don't just capture moments, we create legacies
  • Sub Headline: Allow PhotoHouse Films to turn your wedding day into a cinematic narrative that lasts generations
  • CTA: Start preserving your moments now

3. The Media I Will Use to Reach my Target Market

Website

  • Continue optimizing for desktop as key demographic (27-40 y/o professionals) likely conducts research on both mobile and desktop. Ensure site remains mobile-friendly.
  • Continue leveraging Wordpress due to its rich ecosystem of plugins and themes tailored to B2C service providers.
  • Track conversions like form submissions, click-to-calls, and video views to evaluate user engagement and lead generation efforts.

Social Media

  • Focus on Instagram (Post photos and behind-the-scenes content 3x per week), YouTube (Bi-weekly update featuring wedding video highlights), and Pinterest. These platforms align with the target demographic who are likely planning their weddings.
  • Use Facebook for paid ads and community-building with past and future clients.

Paid Advertising

  • Utilize Google Ads targeting keywords related to wedding photography/videography in Austin.
  • Facebook Ads targeting engaged couples within Austin area.

Content Recommendations

  • Blog posts featuring client stories/ case studies, wedding-planning tips, and showcasing specific weddings.
  • Behind-the-scenes videos for YouTube showcasing how you capture and create the films.

Podcasts

  • Consider guest appearances on wedding planning podcasts like 'Bridechilla', 'The Big Wedding Planning Podcast'.

Directories

  • Get Listed on wedding-related directories such as The Knot, WeddingWire and local Austin Business Directories.

Publications

  • Reach out to local publications like Austin Wedding Day, Brides of Austin, and Texas Weddings Magazine for features or advertising.

Partnerships & Outreach

  • Collaborate with local wedding planners, venues, and caterers for mutual referrals or joint marketing efforts.

SEO and Content

  • Research and target high-volume keywords relating to wedding photography and videography in Austin.
  • Regular blog updates with rich, original content to help with organic SEO.

Offline and Local Media

  • Sponsor local bridal events, participate in wedding expos, and engage in cooperative marketing with other vendors.
  • Distribute branded materials (e.g., business cards, brochures) at these events.

Online Events

  • Host Instagram Live or webinars about wedding planning, share insights and tips about making weddings more personal and memorable.

Online Networking

  • Participate in wedding planning communities on Facebook and Reddit to provide value and increase brand awareness.

Cold Outreach

  • Reach out via email to prospective clients from engagement announcements in local newspapers or social media websites.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'How to Plan a Wedding That Feels Like You' Interactive PDF Guide
  • Bi-Weekly Wedding Planning Email Series with Exclusive Tips & Inspiration
  • 'Legacy Love Stories: A Peek Behind the Curtain' Video Series

Tripwire Offer

  • Mini Engagement Photoshoot at a Discounted Rate
  • Short Cinematic Love Story Video Based on the Couple's Story

Welcome Sequence

  • Immediate Thank You Email for Opting in for Lead Magnet
  • Follow-up Email Delivering Lead Magnet
  • Nurturing Emails including Tips and Inspiration
  • Soft Pitch for Tripwire Offer

Segmentation

  • Based on Service Interest (Photography, Videography, or Both)
  • Tagged by Wedding Date

Chatbot and Automation

  • Automated Chatbot to Answer FAQs, Available 24/7
  • Drip Email Series Automations for Nurturing and Conversion

2. My Lead Nurturing System

Marketing CRM

  • Current platform not listed
  • Automate response to inquiry submission
  • Recommended platform: Zoho CRM, for its ease of use, cost-effectiveness, and comprehensive features

Sales CRM

  • Continue using current CRM for Sales pipeline tracking
  • Improve handoff process with automated emails based on status changes

Automated Follow-Ups

  • Post-inquiry: Instant confirmation email
  • Post-discovery call: Automated email with custom-branded proposal
  • Post-proposal: Polite follow-up email after 24-48 hours of sending proposal
  • Frequency: varied based on trigger points along sales process

Newsletter

  • Send bi-monthly newsletters featuring wedding stories and planning tips
  • Segment to couples who have not yet decided to book

Retargeting & Ads

  • Meta remarketing ads targeting audiences who have interacted with the brand
  • Google Ads targeting associated keywords

Social Media and Content

  • Post regularly on Instagram, YouTube, and Pinterest
  • Content focus on behind-the-scenes, storytelling, and wedding planning

Webinars and Events

  • Bi-weekly Instagram Live or Webinars covering wedding planning and tips

Other Nurture Channels

  • Use automated Chatbot for 24/7 inquiry response
  • SMS reminders for discovery calls, proposal send-offs, and follow-ups

3. Sales Conversion Strategy

Sales Process

  • Continue the existing step-by-step sales process as it already covers discovery to relationship building effectively.
  • Include personal follow-ups within 48 hours after sending the proposal to reduce decision-making time.
  • Provide a detailed explanation of the package features during the Discovery Call to mitigate confusion and increase conversion chances.
  • Optimize CRM to automate key follow-ups, notifications, and reminders.

Sales Assets

  • Develop structured SOPs for each stage of the sales process to ensure consistency.
  • Create objection-handling scripts particularly for budget concerns and timeline uncertainties.
  • Prepare a visually appealing pitch deck focusing on 'storytelling meets legacy' USP to support sales conversations.

Testimonials and Case Studies

  • Request testimonials from clients after delivering the final photos/video, collect via email or a review collection tool.
  • Publish testimonials on the website ('Wall of Love') and social media channels. Use snippets in proposals and pitch decks.
  • Develop case studies showcasing transformational stories and use them in pitches and on the website.

Conversion Rate Insights

  • Calculate current lead conversion rate to have a baseline for improvement.
  • Set a conversion rate goal for the next quarter, analyze results to identify what worked and what needs adjustment.

Urgency and Offers

  • Create time-bound discounts or additional bonus limited to specific booking window to promote urgency.
  • Use messaging like 'Capture your timeless moment before slots fill up' to stimulate prompt booking.
  • Design fast mover incentives like priority editing or fast delivery.

Guarantees and Risk Reversal

  • Further communicate the full-refund policy for cancellations far in advance, reduce perceived risk.
  • Highlight 're-shoot guarantee' if the couple isn't satisfied with certain shots.

Shock and Awe

  • Send a small 'Thank You' gift after booking (like a branded photo album or photo frame).
  • Provide a surprise bonus such as an additional printed photo collage after service completion.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized hand-written thank you note after booking
  • Narrative questionnaire to fully understand couple’s vision
  • Exclusive access to 'The Forever Plan' - a portal equipped with planning and timeline tools

Communication Cadence

  • Weekly email updates leading up to the wedding
  • Pre-event call to finalize the timeline
  • Instant message of acknowledgment after the event

Client Education

  • 'What to Expect' guide educates couples about the film-making process
  • A vault of previous wedding films encourages inspiration and showcases proficiency

Personalized Touches

  • Heartfelt anniversary wishes sent with a favorite image from the wedding
  • Tailored short teaser video of the wedding made available within 48 hours post-event

Visuals and Documentation

  • All photographs meticulously organized and labelled
  • Cinematic film crafted to present a engaging narrative

Feedback and Proactive Support

  • A quick survey sent post-event to understand points of delight and improvement
  • Reshooting or editing section of film not to client satisfaction

Guarantee or Promise

  • Commitment to deliver on timeline
  • Secure, private storage for all final photos and videos

Operational Excellence

  • Prioritizing punctuality, professionalism, and flexibility for last-minute changes
  • Consistent communication and reliable customer service

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer storage extensions for wedding films and photos in the Legacy Vault for an annual fee
  • Introduce a commitment-based plan for milestone events (e.g., anniversary, family portraits) to ensure repeated business

Upsells & Cross-Sells

  • Offer an Anniversary Film package where the wedding footage is repackaged on their anniversary
  • Provide add-on services such as drone videography, same-day edits, or additional hours of coverage

Bundling & Packaging

  • Introduce tiered wedding packages that include photo & video services with varying levels of extras
  • Consider bundling ‘The Forever Plan’ portal access with higher-tier packages

Loyalty & Retention Programs

  • Introduce a referral program where existing customers earn benefits for bringing in new clients
  • Offer a loyalty discount for customers who book multiple milestone events

Custom Services and Personalization

  • Provide a premium package that includes a detailed storyboard created with the couple to make their film more personal
  • Offer custom edit options to align with couple’s preferred storytelling style

Pricing Strategy

  • Implement a retainer fee, paid up front, with remaining amount due closer to the event date
  • Offer a ‘pay-in-full’ discount to incentivize full payment upon contract signing

Customer Data and Insights

  • Utilize existing CRM to track customer interactions and identify upsell opportunities
  • Monitor customer satisfaction through post-event surveys to improve services and increase retention

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on future photo sessions for successful referrers
  • Offer photo enlargements or custom photo books to referees

Shareable Assets

  • Pre-made social media testimonial posts featuring images from their event
  • Branded referral cards to hand out at events
  • Dedicated referral landing page

Timing and Triggers

  • Ask for referrals after delivering final photographs and films
  • Automate email to ask for referrals post final delivery

Client Success Stories

  • Collect and share testimonial videos or quotation graphics on social media
  • Highlight successful weddings and events in company blog

Referral Contests

  • Run a seasonal referral contest, winners get a free anniversary photoshoot

Partner or Affiliate Programs

  • Collaborate with local wedding planners and offer them referral incentives
  • Establish a referral program with companies offering related services (caterers, musicians etc.)

Thank-You Experience

  • Send a personalised thank-you note or video message to top referrers
  • Publicly recognise top referrers on company's social media

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