Hallmark Institute of Photography
Turners Falls, MA, United States
http://www.hallmark.edu

Self Improvement

It’s important to stay current if you want to achieve long term success. This class will give you a number of ways to keep abreast of industry changes. We will discuss convention attendance, association memberships, participation in seminars and workshops, continuing education, entering photographic competitions, and maintaining an up-to-date library as good ways to remain at the top of yo......
 

Who are the other people that are directly involved in the photographic industry? What’s the best way to find, hire, and work with part-time or freelance employees? How can you locate and evaluate the best stylists, makeup artists secretarial and accounting services? This class will show you how. ...
 

You will continue working on your Career Business Plan in this class, further exploring your personal and professional goals to establish a specific career direction. In-depth discussions will take place regarding the contents and feasibility of your plan, supported by a personal career conference with staff members. Post-conference, you will have the opportunity to meet and interview with pote......
 

Giving employees the opportunity for self-improvement fosters loyalty. This class will show you how to establish training schedules, where to find outside self-development resources, and how to create advancement schedules that are linked to pay increases. ...
 

What’s the best way to select and hire employees and encourage good relationships between everyone on a staff? How can you organize work time and delegate responsibilities to maximize efficiency? What are the guidelines for wages and benefits, bonuses, and commissions? This class will give you the answers to a smoothly operating photography business. ...
 

The elements of sales proposals, how and when to submit them, and the production of sales and service contracts for high school, commercial, industrial, portrait, and wedding photography will be covered. We will also provide information on the availability of stock forms and discuss photographic copyrights. ...
 

Creating a positive banking relationship and knowing how to talk with loan officers may be just the ticket to getting the capital you need to start a business. This class will not only help you communicate with lenders, it will bring you up to speed on the various types of business loans that are available. You will also learn how to control borrowing and how to invest surplus cash. ...
 

This class will teach you how to control the tools of your trade. You will learn how to prepare an equipment list, where to locate new and used equipment, how to rent or lease studio equipment, and how to maintain depreciation schedules. ...
 

Bookkeepers, accountants, bankers, insurance salespeople, and real estate agents often seem to be speaking their own language. This class will give you the vocabulary you need to deal with business advisors. We will show you how to keep track of income and expenses, forecast a budget and keep a handle on cash flow. Invoicing, estimating, payment records, profit and loss statements, and filing s......
 

Building on the skills learned in Introduction to Website Design, this course equips the student to publish and maintain an effective website. You will find out how to select and register a domain name that is professional and memorable. You will learn about uploading, editing, expanding, and maintaining your site, as well as measuring activity to make sure you’re getting results. We’......
 

This course introduces the student to typography, beginning graphic design and offset printing methods. Assignments combining photography and design will emphasize concept generation and producton. Students will learn to create design solutions in both Adobe InDesign and Adobe Photoshop. Projects will include both self promotion materials and client-related assignments. ...
 

Who buys graduation, portrait, and commercial photography? How can you best locate industrial customers? This class is all about finding buyers for your services by mining existing markets and by developing new ones. ...
 

The web gives imaging professionals great opportunities to showcase their work attractively and inexpensively. Professional photographers can use the internet to market themselves, sell images, and prospect for jobs. In this course you learn to design, publish, promote, and maintain a professional web presence. This course will help you understand what works, what doesn’t, and why. You wil......
 

Establishing a good reputation in the community is invaluable to any business. In this class, you will learn how to plan a public relations campaign, how to write press releases, and how to get them placed. Guidelines on how to throw a studio open house and insights on the importance of joining civic organizations will be shared. ...
 

With the right attitude and a good grasp of selling procedures, anybody can become a great salesperson. This class will give you important tips on how to open and close a sale, how to encourage minimum order customers to buy more, how to appeal to specialty customers, and how to sell by mail. This class also discusses alternate ways to advance your business, including personal contact, window a......
 

Chances are, you will be advertising your services in the future. This class will introduce you to the various advertising media, show you how to plan campaigns around traditional selling seasons, and explore how working photographers use advertising. You will write advertising copy and explore type and design options to create a logo and letterhead that reflect your personality. There will als......
 

Can you speak effectively on the telephone? Are you able to write a coherent and compelling business letter? Are you comfortable with speaking in meetings and small groups and with getting up to the podium when necessary? This class will help you do it all. Class participation, visual aids, and tried-and-true organization tips will add to your self-confidence. ...
 

Planning is everything when you’re operating a business. This class will teach you how to develop sales forecasts and marketing calendars and how to use advertising effectively. You will learn to work backwards along a timeline to put effective strategies in place. You will also become familiar with financial statements, sales reports and charts, inventory forms, budgets, and cash flow. ...
 

Running a modern imaging business demands computer skills as well as photographic ones. In this class you learn how to effectively select, use, manage and troubleshoot the computer hardware and software that modern photography requires. Learn to work faster, be more organized, and avoid common pitfalls. This class will also introduce the student to professional practices in digital file managem......
 

This course brings you further into the world of digital imaging and into the capabilities of Adobe Photoshop. You will expand your repertoire of techniques for retouching, repairing, and enhancing images. You will expand your understanding of digital image files, including concepts of image resolution, file formats, and color spaces. Your growing knowledge of other areas of photography will co......
 

This course goes more in depth with digital capture skills and explores complex digital camera controls and features, as well as storage media and file size/formats related to the expected use of the image. Students will learn to produce the best possible digital file by controlling histograms, white balance and color profiles. You will learn the software and hardware requirements for optimal d......
 

Understanding digital output options will give you the tools to create an outstanding portfolio and to prepare professional comps, proofs, and final prints for clients. Color management, device profiling, and calibration will be covered. You will learn the importance of color management and the complexities of working with various output media such as coated and non-coated paper, watercolor pap......
 

This class will give you a greater working knowledge of the complex and fast-moving world of professional-level digital capture. Learn the merits of commercially available equipment in a variety of forms, including professional digital camera backs and self-contained digital cameras. You will explore the use of artificial light, strobe light, natural light, and combinations, and learn important......
 

A mastery of digital imaging is essential for success in the modern photographic marketplace. Regardless of your background, in this course you will learn foundational digital imaging skills including digital capture, "raw" file processing, film scanning, tonal adjustment, color balancing, and basic retouching. Our digital imaging instruction centers around Adobe Photoshop, the indust......
 

Nothing is left to chance in creating the all-important photography portfolio you will be using to get a job. The process starts with a description of your goals and objectives and a plan for how you intend to achieve them. This is followed by advice from your instructors, who will help you decide whether your portfolio emphasis should be on general photography, portrait photography, or commerc......
 

An exciting dose of reality is introduced during this continuation of basic commercial photography. Sophisticated studio and location assignments will include consumer products, fashion, architecture, and industrial facilities. Professional propping, set design, and the use of models will be covered in depth and there will be continued emphasis on lighting techniques. You will become familiar w......
 

Commercial photography poses Commercial photography poses countless challenges and this is the place where you will start to tackle them. You will be introduced to lighting, composition, and specialized camera techniques used in commercial photography, press photography, and photojournalism. You will work in a studio setting with tungsten and strobe lighting and a view camera. You will learn ho......
 

You will be encouraged to take the first steps in developing a personal style during this advanced portraiture class. Candid, documentary, and classical styles are covered within this creative context, using advanced lighting and posing techniques both in studio and in the subject’s environment. Assignments follow lecture and demonstration sessions, with ample opportunities to photograph p......
 

There’s more to successful portraiture than lighting and posing, although that’s where this class starts. You will learn how to use tungsten, electronic flash, and natural light in various backgrounds with props. Training in color harmony and clothing selection will also be covered, along with camera room psychology and client expectations. Analysis of the portrait market, scheduling ......
 

Advanced study of compositional elements, color harmony, and negative/positive space. Design, layout, and typography treatments will be woven into classes on advertising and self-promotion. Emphasis will be placed on visualization including generating the concept, deciding how to achieve the concept in practice, and executing the concept. ...
 

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