A photo shoot is an opportunity to capture the images that tell your senior living community’s unique story — a story that’s created by residents, by staff members, and through the distinctive features that make your community special. It’s also an investment. That’s why you want to partner with a creative agency that can guide you through the process and provide the senior living community photography that captures the spirit of your community and furthers your marketing goals.
The success of a photo shoot depends largely on rigorous planning and preparation. Knowing the steps involved — and the roles you and the creative agency play in the process — can set you up for a winning experience.
Six to eight weeks before your photo shoot, you’ll have a discovery meeting with the creative agency that’s directing the shoot. Ideally, both of you will have done some homework to prepare for the meeting. At Attane, we audit your existing website and marketing materials, compile a list of stand-out features, and research your competition so we can come to the table with ideas and suggestions. But we also want to hear from you. You’re the expert on your community and a photo shoot will be more successful when you share your insights.
Here are some questions to answer as you prepare for a discovery meeting:
Your website? Mail pieces? A general brochure? Social media campaigns? The purpose of the photos can dictate the format, so answering these questions will help you identify the kinds of shots you need. For example, if you want photos for:
Consider your community’s unique selling points. Do you have pickleball, music therapy, or an affiliation with a university? Show off the features that set you apart.
Images of residents hula hooping or blowing bubbles with kids add a youthful, fun-loving vibe.
If so, fur babies bring a lot of joy to photos and spark a response in viewers.
Photos that capture residents gardening, golfing, or walking paved trails showcase the active lifestyle in your community.
Images of residents enjoying nearby museums or beaches, or shopping local boutiques show the active lifestyle extends beyond your campus.
You could try underwater shots in the pool or host a themed Happy Hour to capture your lively social life.
Photos of residents enjoying a chat in a well-appointed lounge or reading in a well-stocked library spotlight your community’s luxuries.
Team members happily engaged in their work can convey warmth and friendliness.
Good food goes hand in hand with the good life. What are the most visually appealing meals that can highlight your community’s culinary expertise?
Because this is a collaborative process, the next several weeks will bring multiple opportunities to touch base and fine-tune plans. This helps ensure a smooth-running photo shoot that delivers the images you want. Touch point meetings may cover:
In the weeks before the photo shoot, you’ll be focused on the tasks that will help ensure your community is picture-perfect. Responsibilities typically include:
It’s time for the photo shoot! The crew from the creative agency is on campus, they’ve walked through the shot locations to gather last-minute information, and they’re ready. With schedule in hand and all the prep work taken care of, the crew can work very efficiently. They’ll take care of lighting and other details, including styling residents before the shoot, and directing them during the shoot.
You can help by designating a staff member as a day-of-shoot liaison. As someone who knows the residents and the community well, this person can help manage last-minute surprises and engage with residents, putting them at ease.
At Attane, we’re passionate about making sure you have professional-quality senior living community photography that tells your story and attracts new residents. With expertise, diligence and attention to detail, our creative team can partner with you to create an effective marketing strategy. Reach out to us to learn more about photo shoots, video shoots, or any of our senior living marketing solutions.
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