How to choose the right School Photography solution (in just five minutes)

There is a bewildering choice available for school photography so how do you differentiate between them? This article could help you avoid a painful mistake, and help guide you to the best fit for your school.

1. Administrative Burden

Maybe the number one question you should be thinking about is “How much of an administrative burden does our photographer put upon us?” With online ordering comes the possibility of having Photos sent directly to homes. Check your company offers this. This is because you could end up being a middleman for all kinds of queries from the parents. A good company will offer to send the photos direct to parents homes, saving you a big headache.

2. Support

• Secondly, does the company offer a contact telephone line? Is this telephone support available to both the schools and the parents? Do they have a dedicated client liaison person able to take your calls or at least return them fast?

3. Schedule

Thirdly, do they offer to help with writing a schedule/timetable for Photo Day? This can be a boon and help to make the day go more smoothly and efficiently.

4. Services offered and perks

• Do they offer a good selection of creative class groups not just the traditional style in rows? Here are a couple of examples of what is possible

• Do they have a good selection of individual poses and backgrounds, not just white but maybe "Natural" (see right) or "Sparkly" (bottom right)
• Number of Poses taken. Traditionally only one pose was taken. Things have now changed with top companies offering 8-12 pose ideas per child. This may involve them bringing in another photographer to ensure the job is done rapidly. Extra poses may not suit all schools, some large schools may still prefer the traditional approach which can also be cheaper
• If you have a whole school group taken, can your new photographer handle it? Do they have the staging required or do they use a more modern system like Virtual Stage?? (see video below)

• What about an outdoor photoshoot option (only suitable for smaller schools up to 200 children and nurseries). This can make a welcome change- if weather permits!
• Does the photographer offer Free staff pictures for your noticeboard and one free copy of each group photo?
• Some photographers will be happy to do free website images also
• If you have a lot of young children, does the photographer provide professional entertainers?
• Parent ordering experience. This should be easy and simple to follow. If the parents are happy with the photographers' system then you will be happy! Ask for a demonstration!

5. Match your School size and ethos to the photographer's

Broadly speaking there are three types of photographic companies for schools. we recommend matching your school to theirs to achieve a good fit. See below for recommendations

The 'One-Man-Band' photographic company

Suitable for Nurseries and possibly small schools

 Pros/Advantages

The advantage of using a one-man company is that:

·        The photographer is the boss and he will be attending the job.

·        This means you can ask him questions directly. He will often take more care with his work and have a good personality.

·        You get to meet him every year and that can build relationship and confidence

Cons/ Disadvantages

·        You may have difficulty securing the dates you want,

·        The speed of turnaround could be affected by lack of manpower especially due to the high level of editing required. (You could ask the photographer about this- whether he edits his own work or uses an external company).

·        It is unlikely the photographer will be able to answer questions during the working day as he/she will be out taking photos at other schools;

·        He/she is unlikely to be able to offer immediate support for parents other than an answerphone or by email

The Boutique company- Medium-sized, fairly young photographic companies

Suitable for Independent schools; e.g. Prep schools or international schools from 100 upwards

 Pros/Advantages:

·        You will probably be dealing with a team of around 20+ people, with support staff, editors and IT professionals.

·        You could expect a dedicated client liaison person available at short notice on the phone.

·        The passion and enthusiasm of the photographers are usually pretty high since the company size is not so large as to have lost its pioneering spirit or connection with the creative founders of the company.

·        You should be able to relax knowing that the phone will be answered fast if you have a problem and that parents will not become frustrated by lack of support.

Cons/ Disadvantages:

·        Whilst you will probably see the same photographers each year, it is not a certainty. However if the company has a good training programme this should not be a problem. 

·        Due to the cost of hiring top-end professional freelancers, commission may not be offered or could be lower than for the other types of photography companies.

The Big Boys- Large, long-established photographic companies with 100+ employees

Suitable for state schools of all sizes

 Pros/Advantages:

·        Administration and support should be good.

·        Expect an agent to be available to drop in to discuss your concerns.

·        Commission is usually paid and can be quite high

·        Can be cheaper than other providers.

Cons/ Disadvantages:

·        The larger the company grows the harder it is to get good photographers.

·        Photographers are typically paid rather poorly. The result is usually a much “safer” style which is the very thing most parents, particularly from independent schools, are hoping to avoid. This can give rise to the dreaded “Cheesy” school photo

·        Variety of poses will almost certainly be limited to one or two ideas per child

6. Checklist of other important points to consider

• DBS Enhanced Disclosure. It is important to find out if the photographers have a DBS check. This is now easier to obtain and there is no excuse for not having it
• Prices. Check the prices. Expect prices to be a little higher for a creative company taking multiple poses per child as costs are higher. These companies are also likely to have editors to pay. Some companies do not edit the images
• Risk Assessment Policy. Ask to see a copy of their Risk assessment policy. Better safe than sorry
• GDPR /Privacy Policy- You should have a GDPR contract with your photographer as they are Data Processors. A good company will have a contract available for signing.
• Free editing of facial blemishes- If requested by a parent will they edit marks/bruises?
• Separate hair brushes per child are important to stop the spread of headlice
• Have the photographers been trained with young children? Many schools now days have a nursery. Photographing young children requires special training. Have the photographers been trained with very young children (1-4 years)?

7. Technical questions

• Are The photos edited? Some photographers do not edit- others do. Those that do not may deliver faster but those that do will deliver higher quality images
• Mirrorless technology. Photographers using mirrorless cameras will be able to get better expressions from the children due to the camera not obstructing the photographer's face
• Do they use Wireless High-speed sync lights? If the photographer uses these, there will be less in the way of trip hazards and these lights defeat blotchiness caused by sunlight streaming into the area where the photos are being taken.

8. Commission

Some schools are literally not concerned about a commission from school photos where others consider it a high priority. School photographers operate on tight margins (depending on the demographics of the school photographed.) With VAT taking 20% and photographers wages typically another 20%, not to mention printing costs and postage, commission sometimes makes jobs either not viable or will impact the resources that can be spent on the job - namely the number of staff and/or the quality of those staff. If you can manage without commission you will get more loyalty from your photographer and better quality and variety. Also, where photographers don't pay commission, they are usually happy to give other perks such as free website photos, wall images, staff photos etc. If you would like commission you should say so early on and give an idea of how much.

I hope this guide helps you make an informed decision about your school photographer which will mean a relaxed and enjoyable experience for all with a quality product at the end!

About the author

Steve Mussell is a photographer and founder of NiceSmile photography London, he is married with five children and six granddaughters on whom he dotes hopelessly. His company's speciality is helping schools escape cheesy images and admin nightmares -particularly those which are looking for creativity and variety. The company tends to gravitate towards independent and prep schools where the parents can afford the (slightly) higher expense of this approach.