Pro Photo West e-Supplement August 2013

DONNA JIRSA, F-PPC, S-PPCEditor, Pro Photo West

In this edition you will find all the details about events and programs happening during Pro Photo Expo and Conference 2013. As you can see, the speaker line-up is amazing. It’s mind-boggling to think about all the talent there will be under one roof during this event!

The trade show boasts a variety of vendors who are ready to share their products and know-how with us … I feel a shopping spree coming on! Other unique opportunities on the trade show floor, such as the Mentor Lounge, Digital Café and Print Critique Sa-lon give us even more possibilities for learning new things. And, don’t miss the parties!

As you explore the booths at the trade show, be sure to let the vendors know that you appreciate their generous support of PPC. It’s because of these par-ticipating vendors that Pro Photo Expo and Confer-ence can continue.

As I prepare to attend Pro Photo Expo and Confer-ence this month, I find myself reminiscing about the many past PPC Conference/Conventions I’ve been privileged to attend. My first exposure (way back in the last century) was attending the trade show only. Our business was relatively new and my husband and I were overwhelmed at all the possibilities we found in that one giant room!

After a few years, I began to pay more attention to the fantastic programs offered during convention. We started attending the entire event - and that’s when I truly realized the value of learning from nationally acclaimed speakers. I soaked up all I possibly could

and returned to our studio with a multitude of new ideas to improve and grow our business. This hap-pened to me year-after-year. And, best of all, we be-gan to interact with newly acquired friends from all over the state. Networking, being mentored … even mentoring others, brought even more ideas and pos-sibilities to our business.

But I experienced an unexpected phenomenon when I began to volunteer. I can’t begin to describe the personal reward I’ve received from my participation as a volunteer for PPC! At this stage in my career, I consider my PPC Membership to be a safety net, wo-ven of all the wonderful fellow-members who have become friends over the years, bound together by a passion for the craft of photography. During a time of life-shattering tragedy my safety net didn’t let me fall, but instead caught me and lifted me back to my feet – helping me to move forward. Our PPC Family is comprised of a unique blend of experience, knowl-edge, skill and camaraderie. None of us are alone. My PPC Membership is priceless!

Don’t miss your opportunity to be inspired – to im-prove your craft, grow your business, make new friends and network with fellow photographers. It’s not too late to register for Pro Photo Expo and Con-ference. I hope to see you there!

Find out more about Donna at: http://www.prophotowest.com/our-editor/

EDITORIAL

e-Supplement | August 2013 | 4

an opportunity for growth

MARCY DUGAN, CPP, F-PPC, S-PPCPresident, Professional Photographers of California

And the award goes to…

You hear this at the Annual Awards Ceremony, “I came to celebrate the accomplishments of my colleagues and friends.” Wouldn’t you like to hear your name an-nounced and feel a sense of accomplishment? Here are some of the ways to become part of the program:

Image Competition: Enter your images for a chance to merit and earn your California Master Degree for PPC. There are several categories and awards given for images.

Service Merit Program: This award is designed to recognize you and show your peers and customers your expertise and efforts to improve our profession. Once you have earned 25 service merits you will re-ceive the Silver Service Medallion and Certificate at the annual PPC Awards event, which will be held at the Pro Photo Expo and Conference. You can earn merits by serving on your affiliate board, or work-ing West Coast School, Pro Photo Expo & Conference, by writing articles for Pro Photo West Magazine, and serving as a committee chair for PPC. After you have earned your Service Medallion and continue to earn merits, you can then receive a service bar for each subsequent 25-service merits you earn.

Photographic Business & Arts Degree: This degree is intended as recognition of advanced skills for mem-bers of Professional Photographers of California who pursue the knowledge needed to help become suc-cessful in the business of professional photography.

California Master Degree: The individual earning this

degree is allowed to use the designation M-PPC after his/her name. To earn a Master Degree, a photogra-pher needs 15 print merits. No more than 4 images may be scored in a calendar year. Candidates must earn a minimum of 10 service merits per the PPC service schedule and 5 speaking merits. This degree is replacing the former Fellowship Degree.

Please keep a record of your service, speaking, and print merits. This will help you in obtaining your de-gree. And don’t forget to submit for your merits an-nually!

Hall of Fame Award: Any individual who has made significant contributions to professional photogra-phy in California, is 65 years of age or older, and is living at the time of the nomination is eligible.

Barry Evans – Elmer Kingham Award: Only twenty-five (25) of these awards were made before the mold was defaced. The medallion is made from silver re-claimed from film and paper chemicals that were once used to produce the product of our profes-sion—photographs.

The medallion is inscribed with the names of both Barry Evans and Elmer Kingham, and each has been numbered. The award may be given to an individual or to a family member. The individual does not have to be a PPC member.

Carlos Lozano Mentor of the Year Award: To receive this award you must have received the Service Award and have been a PPC Member for 5 years.

“Your Path to Success ”

PRESIDENT’S MESSAGE


will you be there?

PPA National Award: the National Award is provided by Professional Photographers of America to state and regional professional affiliate associations which confer this special honor in recognition of outstand-ing service to professional photography performed by an individual usually in the association’s region. Recipients are selected by the state or regional as-sociations.

President’s Award: This award is given each year to outstanding individuals who have contributed un-selfishly to the advancement of professional pho-

tography and the advancement of the Professional Photographers of California and who has been of personal help and support for the president.

People’s Choice Award: This award is determined by Pro Photo Expo and Conference attendees the best of the image competition display.

I look forward to seeing you at the Pro Photo Expo and Conference Awards Ceremony Friday, August 23, 2013 at 6:00 p.m. when you come to support your friends and colleagues on their Path To Success.

PRESIDENT’S MESSAGE

August 23-25 Pro Photo Expo and Conference | Pasadena Convention CenterOctober 12-15 Annual Retreat | Quarterly Board, Affiliate & Committee Meetings | Sequoia

California Sunday | Various Dates at http://www.ppconline.com/events/california-sunday-2013/

Find details for all PPC Events at www.ppconline.com/events. Don’t miss a thing! Be sure to check often as new Events are added regularly.

Save These Dates!

calendar of events

www.ppconline.com7 | Professional Photographers of California

PRO PHOTO EXPO AND CONFERENCE SPEAKER


e-Supplement | June 2013 | 10

PRO PHOTO EXPO AND CONFERENCE






PRO PHOTO EXPOAND CONFERENCE 2013

DEA MEYERPro Photo Expo and Conference Manager


The Countdown Is On ...Please Don’t Miss The 60th Anniversary Of Pro Photo Expo And Conference

My sincere hope is that, if you are reading this, you already have a confirmation in hand for your ticket to Pro Photo Expo and Conference, whether it be an All Access Pass or an Expo/Trade Show ticket. This show is one of the highest ranking regional expos and con-ferences in the nation and we’ve planned it with all of your requests in mind.

The Expo/Trade Show ticket includes, in addition to the trade show, the Mentor Lounge, The Digital Café the Print Critique Salon and the Annual Awards. The All Access Pass would afford you, in addition to all of the above, the wonderful opportunity to attend the programs given by the stellar talents, innovators and mentors of our industry. The nature of our programs covers the gamut of expertise for so many different types of, not only photography, but business acumen. The Welcome Party on Friday evening is included in the All Access Pass or you can purchase a separate ticket for $25 to attend. Seth Resnick’s program, the Saturday Evening Social and the Print Exhibits are free to all!

We’re so very excited to welcome each and every one of you to this event. The last year has been full of re-search and planning to make this the best show for everyone based on what we learned from you - the attendees and the exhibitors. We asked how to make it better, we listened and we implemented. We are sincere when we say that we would love to see you there. We feel it would be well worth your time.

So many people have put in so many hours of work to make this the best show that it can be. Thank you

to everyone who pitched in, who encouraged and supported. Thank you to those who took valuable time away from their studios and other businesses to volunteer as planners, marketers, and attendants to so many details. We cannot run an event of this size without onsite volunteers and greatly appreci-ate the dedication and efforts of all of our willing PPC Members and Brooks Institute students who will be welcoming you to the event and ensuring that all the fine points are in place.

Each day, after the programs, there will be a wealth of opportunities in the trade show. A number of Exhibi-tors/Vendors will be demoing their products. We’ve brought back the Digital Cafe as a hands-on learning environment for everything from capture through post-production. The Print Critique Salon is your op-portunity to better your work whether it be for print competition or for your own photographic growth. The Mentor Lounge is the place where knowledge and inspiration are shared. Conversations are struck with the Speakers in an informal setting. Wisdom is shared. The take-aways are plentiful.

The truly outstanding speaker roster includes Greg Gorman, Ann Monteith, Judy Host, Brook Todd, Ta-mara Lackey, Julia Kelleher, Gary and Pamela Box, So-phie Lane, Drake Busath with special guest speaker Laura Bruschke, and Seth Resnick. Each and every one of these speakers would be someone to take time out of your busy schedule to see and we’ve gathered them all in one place!

The second edition of the Western District Print Com-petition will take place August 21-23 as a prelude to Pro Photo Expo and Conference. Come and join us Continued on Page 24



Continued from Page 15

to view the judging in the traditional “silent” setting or in our auxiliary room where a fun atmosphere is expected. Images from the February Print Competi-tion plus this Competition will be on display, along with the Affiliate Exhibits, and a special display by the PPC Featured Photographer of the Year, Janel Pahl. (Merited prints from this print competition will be eligible for the national print competition in 2014 in Atlanta.)

The Certified Professional Photographer Exam and the Image Judging Academy Moderator’s Course will both be held on Saturday, August 24th. The registra-tion for both of these activities is separate from the Expo and Conference. Please check online at www.ppconline.com for further information.

The Annual PPC Awards on Fri-day evening, Annual PPC All Member Meeting on Saturday and the Silent Auction, which will take place Friday, Saturday and Sunday, round out a very busy schedule. Are you getting the picture that there will be lots to do!

The staff at the PPC Booth will be happy to answer to answer any questions you may have about Membership or will be on hand just share the camaraderie of our professional organization.

If you haven’t yet registered, an All Access Pass is only $149. If you are a PPC Member, the price is discounted by $50 to just $99 for all three days. Use your Mem-bership number as your promo-tional code for a maximum of

two tickets at the discounted price. Register online at www.prophotoexpoandoconference.com or onsite at the event.

As you can tell, we’d love for you to attend the pro-grams, but if your schedule doesn’t allow, join us for the Expo/Trade Show and the great gathering of vendors from around the world who will be bringing their best products and services to you. Use the cou-pon code from your favorite vendor or this one - PPW - for a FREE Expo/Trade Show Pass - a $10 value.

I do hope my wish comes true and that you see the value in all that’s being presented for you. I’d hate to see you miss out.










DAWN JIRSA-FAIRFIELDMarketing and Social Media Chair

I’ve previously written about the importance of a Marketing Calendar, how to maximize your Face-book presence, and keep your Marketing wheel roll-ing. Now let’s talk about the heart of marketing your business.

I’m talking about you. I’m sure you’ve heard it before: You Are Your Brand. What does that mean exactly? As a newbie to the photographic industry I strug-gled with understanding this concept. I had always worked under another’s brand. I represented some-one other than me. And much like the concept of f-stops, ISO and lighting ratios, I was in the dark. Fi-nally, and, absurdly, in DSW Shoes the light came on. I AM MY BRAND! I got it! Do you?

It’s all well and good to have business cards, a web-site, Facebook page, and a school contract. Are you conveying YOU as your brand? Are you sure?

I love meeting new people, talking with them about their interests, their lives, and their families. It fasci-nates me every time.

In DSW Shoes, I was chatting with a woman trying on the same pair of shoes I was. She commented she was struggling to find shoes that fit her post-pregnancy feet for an upcoming party. After hearing about her first baby born just 3 weeks prior and reassuring her that I would have never guessed she’d just had a baby (the woman was GORGEOUS!) I told her I’d love to do a newborn session with her. That was my “light bulb moment”, the tiny piece of time I’ll remember for years and years. My brand is that I truly love get-ting to know new people and putting them at ease.

MY BRAND.

I’ve been walking around as My Brand for two years and didn’t realize it! Are you aware of your public in-teractions and how they affect your marketing reach?

Are you sure?

When you go out to dinner and leave a tip, do you leave a business card? Do you talk with your server to find out if they have a family; are they in school, ex-pecting a baby? Did you include a special offer based on your conversations with your card & tip?

When you’re traveling, do you leave a tip for your hotel’s housekeeper? Is there a business card in that envelope? Are there 5 or 6 cards for the other house-keepers on shift?

Unless you never leave your home, you interact with 6 to10 “strangers” a day. That increases if you live like I do: travel by car excessively, stay in hotels, dine out, go to clubs, movie theaters, concerts, etc.

Do you strike up a conversation with each and every one of those “strangers”? Why not? They are serving your food, handling your credit card, carrying your luggage, washing your car. Do you know their name? How long they’ve been working there?

Basic human nature prompts people to talk about themselves. Do you listen? I’ve yet to ask a server at any restaurant ‘how long have you worked here’ and not have a discussion about their families, college goals, or personal interests. And then I tailor my mar-

you are your brand!


MARKETING


keting message to them. Restaurant server graduat-ing from college in three months? I tell him what I do and offer a free cap & gown session to celebrate. Ca-shier at the car wash rubbing her back & telling you she only has a few days before her maternity leave – offer her a free maternity or newborn session.

It’s all well and good to sprinkle business cards around town. But if your brand is YOU then you have to get in the mix before you hand them your card. Get personal. People love talking about themselves, espe-cially in the service industry. Help them understand that you appreciate their exceptional service, get to know them a little and draw them in.

Does every person call me to book a session? No, of

course not. And that’s a good thing. I couldn’t afford to do that many free sessions! But, a few do. Even more important, those that don’t call right away may call a year later and schedule a paid session. Because I connected with them they held on to my card in-stead of just trashing it. My business card has mean-ing because I gave them importance in my life, even if it was just a few minutes at the gas station.

Don’t wait for a potential client to find you online and call you for that first interaction. Seize the opportu-nity in front of you at your local coffee shop. At the very least you’ll have a new sense of the community in which you live. And you will be remembered for being YOU.

classified

Children’s Furniture & Props for SaleI have retired from photography and am now selling all my children’s props, lots of paper-white clothing for children and much more.

If interested, please call Renate at (714) 267-6143 to set up an appointment to see. I am located in Yorba Linda.

Selling photographic equipment?Trying to find used photographic equipment to purchase?

Looking for an employee or independent contractor for your photography business?Need a job in the photography industry?

As a Member Benefit, current Professional Photographers of California Members may place ads in our Pro Photo West e-Supplement issues at no charge.

Ads must be photography-related and are limited to the following categories: •EQUIPMENT FOR SALE •EQUIPMENT WANTED •HELP WANTED •EMPLOYMENT WANTED

To place your ad, go to: http://www.prophotowest.com/e-suppliment-classified-ads/v

Are Certified Professional Photographers taking your business away? They are probably not doing it yet, after all, you are still competing with the wanna’-be-Professional-Photographer, aren’t you?

The CPP (Certified Professional Photographer) pro-gram and its membership are growing exponentially. It will not be long before NOT being a CPP will be det-rimental to your business!

Did you know that if you are a CPP, your customers/potential customers who are looking for a Certified Professional Photographer see only CERTIFIED Pho-tographers in your area?

Try this:Google Search: Find a photographer; Find a photog-rapher in your area.

This is near the top of the page:Find-a-Photographer - PPA | Professional Photogra-phers Associationwww.ppa.com/findaphotographer/‎Using PPA’s Find-a-Photographer search engine is free and simple to use. Look for photographers in your area and take a few minutes to learn more about them ...

Follow the steps, check Certified only and put in 10 miles as the range. You will be surprised at what you find. Did you know about a new video that you could show to your customers? Here is the link: http://www.ppa.com/cpp/content.cfm?ItemNumber=4385

You do not have to be a PPA member to view this.

Did you know that going forward, most instructors for CPP will teach from this:

CPP Certification Exam Specifications

CAMERA, LENSES AND ATTACHMENTS (15%)Items relating to this category will include digital and film cameras as well as the various lenses and attach-ments that might be utilized on either type of camera. 1. Select the appropriate camera for subject matter and output requirements.2. Select the appropriate lens based upon size and distance of subject matter as well as desired perspec-tive.3. Use camera, camera menu settings, and camera supports to create a quality image.4. Select and use the appropriate lens attachment

COMPOSITION AND DESIGN (17%) Items relating to this area will focus on the follow-ing topics: (1) Subject placement within image area; (2) special effects, including props; (3) location; (4) clothing; (5) posing; (6) color harmony/color wheel; and (7) coordination of background and subject. 1. Determine the best color relationship to comple-ment subject(s) to achieve the desired effects.2. Analyze the environment to complement subject(s) to achieve the desired effects.3. Frame or crop the picture within the camera’s viewfinder.4. Use angle of view to produce the desired effect (mood, power, size, strength, etc).5. Position and pose subject(s) with selected back-

DENNIS NISBET, CPP, Cr.Photog.Camp Certification Chair

CERTIFICATION: All Newand Extremely Valuable


CAMP CERTIFICATION

ground, special effects, and props to achieve the de-sired effect.

DIGITAL POST PRODUCTION (13%)Items measuring this specification will include: (1) color space; (2) file formats and resolution; (3) cali-bration; and (4) storage. Basic knowledge of Photo-shop will be necessary. 1. Determine best color space in which to work.2. Select appropriate file format.3. Create/employ a color management system.4. Select appropriate file management and archival systems.5. Manipulate digital images.

EXPOSURE AND METERS (20%)Items measuring this set of specifications will include (1) how to meter for the correct exposure; and (2) the relationship between shutter speed and f-stop. 1. Employ a light meter properly to achieve desired exposures.2. Set f/stops and shutter speed based upon expo-sure and desired effects.3. Verify proper exposure.

FILM, DIGITAL CAPTURE, AND OUTPUT (15%)Items included in this section will measure of (1) dig-ital capture; (2) film; and (3) output options (paper, electronic, web, etc.). 1. Considering lighting conditions, select the type of film based upon the final product needed (e.g. black and white, color, transparency, etc.) and desired re-sult.2. Select the appropriate capture media for subject matter, format requirements, and final job require-ments.3. Identify and correct problems in images.4. Output/Print image to desired medium.

LIGHTING (20%)This portion of the examination will measure (1) how to best light the subject; (2) possible types of lighting (Studio, Ambient, Flash, Daylight); (3) light-ing design; and (4) lighting equipment. 1. Evaluate the source(s) of light at the location where subject(s) will be photographed to determine the tools necessary to complete the assignment.

2. Determine the lighting ratio.3. Understand light modifiers (gobos, gels, spots, flags, etc.) and their uses.4. Determine the type of lighting design (Rembrandt, split, broad, short, etc.) to be used with the given subject(s).5. Determine the appropriate lighting usage (main, fill, etc) for subject(s).6. Understand the theory of light.7. Select the appropriate filter for color correction of the light source.8. Use lighting techniques as composition and design elements.

Back in the early days, when the program was just getting started, teaching and learning depended on the student having a clear understanding of the pho-tographic profession and the tools needed to do their job correctly. After a time the written test evolved into a test of MEMORY not skills! Not anymore! I am abandoning the old practice in favor of using the out-line and making sure that if a person passes the test they will know what they are doing.

If you want to know more, go here: www.ppa.com and click on the NEW CPP button.

In the weeks to come, I’ll be keeping you up to date on everything happening with CPP. Not one single quali-fied photographer should be without this credential.

Meanwhile please look to your local affiliate for help in scheduling a Professional Photographers of Cali-fornia training class. (Yes, working with your local affiliate, PPC is providing financial support to offset some of the costs for this training and testing in your area.) Let’s all work together to regrow our State and local membership by supporting this program.

If you have questions about how to get a program in your area, please talk to me.

Dennis A. Nisbet, Cr. Photog., CPP12421 Mesa Grove Drive, Riverside, CA 92503HOME: 951-354-6958 CELL: 951-892-5563EMAIL: [email protected]







WEST COAST SCHOOL





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Pro Photo West e-Supplement August 2013