PSPA 2009 Education

This year’s programming focuses on listening to our customers, strategies and planning sessions, school photography trends , opportunities in e-commerce and many sessions dedicated to the hands-on application of photography through lighting, posing and so much more!

All PSPA sessions and events take place at the Las Vegas Convention Center South Hall unless otherwise noted.

MondayTuesdayWednesday

Monday , March 2

7:00 a.m. - 6:00 p.m.
PSPA Registration

8:30 a.m. - 9:00 a.m.
Continental Breakfast

9:00 a.m. - 9:10 a.m.s
Welcome
Speaker: Harvey Parido, PSPA President, Bryn-Alan Studio

9:10 a.m. - 10:10 a.m.
PG1 General Session Talking to the End Customer 
Of special interest to AIE
Our opening day mom-and-kids panel holds all the secrets. We’ll bring you the end-customer – mom and the kids; you will learn what really motivates their purchase decisions for school portraits. Join us!
Moderator:
Mike McNamara, The McNamara Report

10:10 a.m. - 10:30 a.m.
Refreshment Break

10:30 a.m. - 11:40 a.m.

Session Breakouts – choose one per time period.

P11 School Photography Marketing Research Report 
Of special interest to AIE
PMA Marketing Research reveals the latest trends and data occurring in the school photography industry. Find out where we’re heading with trends and with consumer behavior.
Speaker:
Dimitrios Delis, PMA
Chairperson: Bill Freeman, Freeman Photography Group LLC

P12 Optimize Your Web Search Results (PDF)
Sponsored by Fujifilm
Today’s generation is no longer letting their fingers do the walking, unless we’re talking about keystrokes. Your customers are using the web to find you more and more, and the least you can do is let them find you. Go home with 3 things you can do tomorrow to make your business jumps to the top of your customers’ online searches.
Speakers:
Bob Cavilla, UpWord Search Marketing; Ian Epstein, Coremetrics
Chairperson: Joellyn Gray, Fuji Photo Film USA, Inc.

12:00 noon - 1:30 p.m.
LK1 PSPA Luncheon and Keynote: Photo Customers Trading Up (PDF)
Michael Silverstein, Senior Partner at The Boston Consulting Group’s Office is Chicago, is an expert in consumer behavior, helping companies improve their value proposition and brand development. “Photo Customers Trading Up” explores the spending habits of middle-class America in what he calls the “new luxury phenomenon.” Silverstein discusses the emotional satisfaction consumers feel in paying premium prices for high-end products. (Traducción simultánea al Español)
Speaker:
Michael Silverstein, The Boston Consulting Group

1:30 p.m. - 2:30 p.m.

Session Breakouts – choose one per time period.

P13 How to Build a Great Website 
This fun presentation combines mainstream examples, like Amazon.com, with websites from the school portrait industry to demonstrate the basics of what makes a good or bad website. Learn practical and manageable steps to help any organization, even just a single person, take control and realize an outstanding website.
Speaker:
Dirk Knemeyer, Involution Studios
Chairperson: Bill Freeman, Freeman Photography Group LLC

Listen >>

P14 Building a Winning Marketing Plan
Sponsored by
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In today’s competitive marketplace, it’s critical to have a consistent strategy for offering products and services in a way that outsells the competition. This session details the steps for writing a marketing plan, including what should be in it and how to execute the plan.
Of special interest to AIE
Speaker:
Mitche Graf, Power Marketing 101
Chairperson: Robert Kerr, Royal Photographics, Inc.

Listen >>

2:40 p.m. - 3:40 p.m.

Session Breakouts – choose one per time period.

P15 Brand Experience and the Web (PDF)
This presentation provides a clear explanation of what a brand experience is and why it is important. Learn how to enable your business to reach customers and markets in a more successful and profitable way.
Speaker: Scott Todaro, Demandware, Inc.
Chairperson: Mark Schoenrock, Lifetouch National School Studios

P16 Optimize Your Web Search Results (PDF) 
Sponsored by Fujifilm
Today’s generation is no longer letting their fingers do the walking, unless we’re talking about keystrokes. Your customers are using the web to find you more and more, and the least you can do is let them find you. Go home with three things you can do tomorrow to make your business jump to the top of your customers’ searches. (Traducción simultánea al Español)
Speakers:
Bob Cavilla, UpWord Search Marketing; Ian Epstein, Coremetrics

4:00 p.m. - 5:00 p.m.

Session Breakouts – choose one per time period.

P17 New Product Ideas (PDF)
Consumer digital lifestyles and emerging digital ecosystems are significantly impacting school portrait participation. Consumers have choices and more and more content of children is available through digital capture, online photo sharing and social networks. We will discuss the forces shaping the school portrait market, including photo story books and web mediums, and identify innovation needed to successfully respond to the changing market environment.
Speaker: Edward Monahan, Eastman Kodak Company
Chairperson: Michael Bell, Bell Photographers Inc

P18 Customer Relationship Management (CRM) (PDF)
Improve productivity by organizing contact information and customer communication more effectively. With all your contact details at your fingertips, you can focus on what’s important to your business: building stronger customer relationships and sales. Find out if a CRM program is right for your business.
Speaker: Geoff Ables, Customer Connect
Chairperson: John Mark, Mark Lab-Dorian Studio

P19 Looking for a Photo Book Printer? (PDF)
Of special interest to AIE
With so many options, features, speeds, consumable options, etc. in ink- and toner-based digital printers, where do you start when trying to make a decision? This session will outline some important things to ask when searching for the right solution for you.
Speakers: Jerry Pi, Photo Experts;
Brian Segnit, Xerox; Thomas Curley, Fuji Photo Film
Chairperson: Todd Wilbert, Creative Images

5:00 p.m. - 6:00 p.m.
PMA Welcome Reception
Reconnect with friends from around the world who share your excitement and anticipation about the opening of PMA 09 tomorrow! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

Tuesday , March 3

7:00 a.m. - 5:00 p.m.
PSPA Registration

7:30 a.m. - 8:00 a.m.
Continental Breakfast

8:00 a.m. - 8:50 a.m.

Session Breakouts – choose one per time period.

P21 Marketing to Tweens/Teens
Of special interest to AIE
Social networks and video sharing … kids have embraced imaging in ways never expected. How can you capture their attention with online promotions? We’ll talk about viral marketing and how you can increase your brand awareness to the high school market.
Speaker:
Paul Gillin, Paul Gillin Communications
Chairperson: Michael Bell, Bell Photographers Inc

P22 Publishing/Yearbook Software Panel (PDF)
This panel presents the latest and greatest publishing and yearbook software to ease your production. The best software options will let you concentrate on high-quality printing and customer satisfaction.
Speakers:
Todd Judd, School Annual Publishing Company; Rob Snowie, Pelican Software; Cory Tomcek, Walter's Publishing
Chairperson: Bill Glover, Strawbridge Studios, Inc.

P23 Lighting for Digital
Digital photography, like film, still depends on light to record images. Small lighting power is now a good alternative, but you have to keep tight control on light quality and quantity. Discover simple explanations about light power and light control for optimal shooting and minimal postproduction steps.
Speaker:
Jean-Francois O'Kane, The StudioCoach
Chairperson: Mark Schoenrock, Lifetouch National School Studios

9:00 a.m. - 10:15 a.m.
PMA Official Business Session Keynote: DealingWith Darwin: Breaking the Back of the Innovator’s Dilemma, and the PMA 2009 Hall of Fame Award, and PMA Distinguished Service Awards
Why is innovation such a challenge in established enterprises? Dr. Geoffrey Moore shows it is not because they cannot innovate. Instead, the trouble starts with a tendency to innovate in too many different dimensions at the same time and then comes to a head when they
try to deploy their next-generation offerings, leveraging resources shared with their established franchises. Knowing these to be the real challenges, Moore then shows audiences how they can intervene to unblock the flow of innovation in their enterprises.

The PMA 2009 Hall of Fame Award will be presented prior to the keynote presentation. This is the association’s highest honor and is determined by the PMA Board of Trustees based on career success and the individual’s role in the advancement of the photo imaging industry. The PMA Distinguished Service Awards are presented prior to the keynote. PMA® recognizes individuals who have built lifelong careers in photo imaging and have contributed to the advancement of the industry. Simultaneous translations: Deutsch, Español, Français, and Português.
Speaker:
Geoffrey Moore, Ph.D., TCG Advisors LLC
Free for all registration types; no ticket required.

10:15 a.m. - 6:00 p.m.
Trade Exhibits Open

1:00 p.m. - 2:00 p.m.
LK2 Luncheon Roundtables
As part of the PSPA community, you get access to the best tricks of the trade through networking. Join us for lunch and informative discussions about what’s most pressing in the industry today.

2:00 p.m. - 3:00 p.m.
PG2 General Session: PSPA Town Meeting 
Of special interest to AIE
PSPA board members will make up this panel session discussing issues and opportunities facing the school photography industry and the PSPA™ organization as a whole, including PSPA accreditation and the PSPA Digital Data and Image Format Guidelines.

6:00 p.m. - 7:00 p.m.
PMA Get Acquainted Reception
Take this opportunity to connect faces with names and network with peers who are just as excited as you about the opening day of PMA 09. Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

Wednesday , March 4

7:30 a.m. - 5:00 p.m.
PSPA Registration

7:30 a.m. - 8:00 a.m.
Continental Breakfast

8:00 a.m. - 8:50 a.m.

Session Breakouts – choose one per time period.

P31 Digital Lighting, Exposure, and Color Controls With Will Crockett
Learn up-to-the-minute digital techniques on how to make your outdoor lighting, exposure, and color control as efficient as possible. Will Crockett from ShootSmarter.com shares the shortcuts and lays out all the options on this challenging topic.
Speaker:
Will Crockett, ShootSmarter.com
Chairperson: Robert Kerr, Royal Photographics, Inc.

P32 Greening Your Business
There’s a lot of buzz these days about environmental performance, greening the supply chain, corporate responsibility, and carbon foot-printing. What do all these things mean and how do they apply to your business? Learn about a simple process for starting your journey toward becoming a sustainable company.
Speaker:
Judy Zaczkowski, EssentialEHS inc.
Chairperson: John Mark, Mark Lab-Dorian Studio

P33 Seniors – The Ultimate Senior Portrait Experience
Sponsored by

ACI
Keys to victory within the senior photography segment are covered within this hour-long session. Ralph Romaguera Sr. will share with you, step-bystep, how to provide the ultimate senior portrait experience.
Speaker:
Ralph Romaguera Sr., Romaguera Photography
Chairperson: Pat Cahill, American Color Imaging

P34 Portrait Techniques With Clay Blackmore
Clay Blackmore has proven methods for creating flattering images of anyone! You will leave knowing how to create marvelous portraits through highly innovative techniques.
Speaker:
Clay Blackmore, Clay Blackmore Photography
Chairperson: Harvey Parido, Bryn-Alan Studio

9:00 a.m. - 10:15 a.m.
PMA Official Business Session Keynote: Thinking Through Disruptive Technologies
Michael Raynor is one of the world’s leading experts on disruption. In this presentation, he will explain the core principles of disruptive technologies and show how these ideas can help you think through the strategic implications of shifting information technology (IT) paradigms. The answer is to examine your firm’s strategy: ask yourself how you differentiate yourself from competitors, whom you are disrupting – or being disrupted by – and how you hope to compete in the future, and then you’ll be able to develop a truly strategic perspective on whatever else comes down the pike next. The members of PMA® will elect their 2009-2010 board of directors at this Official Business Session.
Simultaneous translations: Deutsch, Español, Français, and Português.
Speaker:
Michael Raynor, Deloitte Consulting LLP, Author, “The Innovator’s Solution” and “The Strategy Paradox”
Free for all registration types; no ticket required.

10:15 a.m. - 6:00 p.m.
Trade Exhibits Open

1:00 p.m. - 2:00 p.m.
LK3 Luncheon Roundtables
As part of the PSPA community, you have access to the best tricks of the trade through networking. Join us for lively and candid discussions during this working luncheon.

2:00 p.m. - 3:00 p.m.
PG3 PSPA Business Session: School Administrator/ Decision-Maker Panel 
Of special interest to AIE
Understanding the yearbook industry can help your studio be successful in this market. This panel will discuss ways to reach the school decision maker, whether that is the principal, yearbook advisor, or a school administrator. The discussion will include what they look for in a vendor and how you can get their business.
Panelists: Barbara Chester, Cherry Park Elementary; Deb Ayers-Geist, Oak Grove Elementary; Tracy Perkins, Cypress Lake High School
Moderator: Mike McNamara, The McNamara Report

6:00 p.m. - 7:00 p.m.
PMA President’s Reception
Relax with peers and share insights about your discoveries from PMA 09! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

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