Joy Vertz jumpstarted her photography studio business two years ago when she moved into a 7,000-square-foot space in Mequon. The photography business has historically depended on client referrals, but in the 21st century, Vertz relies as heavily on her Web site for referrals, and as heavily on her custom-made computers as she does her trusty camera.
Vertz is the founder and owner of Shoot the Moon Photography, a fine art portraiture studio located at 10050 N. Port Washington Road in Mequon. Almost every aspect of her business depends on technology, and advances in technology enable Vertz to grow her business at a rapid pace.
Since founding Shoot the Moon Photography in 2003 out of her home in Port Washington, Vertz’s sales have increased by 500 percent. She has evolved from having two photo shoots per week to an average of 15 to 20 photo shoots per week.
In its short, three-year existence, Shoot the Moon Photography has leveraged investments in photography technology to bring the company into the top five photography studios in Wisconsin in both revenue and square-footage. Vertz said she strives to continue on this path as her company develops its products and services.
“I don’t want to get so big that we lose the vision of creating truly fine art portraits that are timeless,” Vertz said. “We will continue reaching out to more clients and continue to serve the ones we have.”
Vertz uses a 16-megapixel Canon camera with file sizes between 25 and 50 MB. She takes 40 images per session and has invested in off site and managed storage for all of the files.
Part of the fine art portraiture involved in Shoot the Moon Photography comes from Vertz’s ability to capture the true personality of her subjects, but many additions both by Vertz and her digital imaging department make the portraits true masterpieces.
Shoot the Moon Photography partners with multiple companies to print images on purses and bags for professional photos of children and friends; to create coffee table books and printed books of senior high school photo shoots or to relive a wedding or vacation shot by Shoot the Moon.
Vertz works with White House Custom Colour, a South St. Paul, Minn.-based digital photography lab for printing services, and Larson Enterprises, a forward-thinking photographic lighting company based in Ft. Myers, Fla.
Shoot the Moon also prints photographs on canvas, and with digital imaging technology can make a photo look like a painting. Shoot the Moon’s framing service gives clients a hand-made picture frame that is a piece of art in itself.
“We attract people who are looking for a unique experience,” Vertz said.
Vertz wanted to portray the unique experience of Shoot the Moon by way of her Web site, but was having trouble getting the message across because of the unreliability of Adobe Flash. The program only works if the Web site viewer’s computer system and Internet service fit with the requirements of the system.
If the viewer’s system does not meet the requirements, images take a long time to download and some viewers with a slow Internet connection are unable to even access the Web site.
Vertz worked with MidnightHelp, an information technology firm in New Berlin, to create a custom-designed Web site at www.stmphoto.com.
“Photographers have a lot of information they have to get out in a limited amount of space,” Vertz said. “I wanted the redesign to still look like Flash, so MidnightHelp built an HTML site that functions as Flash because Flash is embedded in it. A lay person could not tell that it is an HTML site.”
MidnightHelp also developed a program that changed the background color of the Web site as a user chooses different menu items.
Vertz declined to disclose the dollar value of her investment in the Web site, but the investment in the Web site and its upkeep make up for 30 percent of Shoot the Moon’s annual marketing budget, she said.
The unique design of and the ease of use of the Web site show viewers the quality of work that Shoot the Moon Photography can offer its clients. Vertz also wanted her clients and Web site viewers to get any information about the company and photography from the Web site.
“It is frustrating when you expect to find information on a Web site and you can’t,” Vertz said. “With ours, it is pretty easy to find anything you need.”
Unique features, including the Moon Blog and a News and Events page, are unique for photography studios, which normally cater as a retail company and not as a business resource.
The News and Events section offers press releases that are business-focused to report awards the studio won and be a platform for announcements regarding the company.
Through both the Moon Blog and the News and Events section, Vertz offers tips and tricks to her Web site viewers to help them have a finer-tuned eye when taking photographs. Currently on the Web site, viewers can receive tips for taking Halloween and holiday pictures.
“If I can give a tip on how to make a picture turn out better, I will,” Vertz said. “I want to try to keep the customers informed of what I am doing and what is going on in the industry.”
Before the Internet, photographers relied on a lot of direct mail, and most still do.
“Photography is very visual and photographers want to get stunning images in front of people,” Vertz said. “Referrals are huge and phonebook ads help, but we get more business from the Web site.”
Vertz has eight employees, including a part-time photographer, in addition to herself.
Special events put on by Shoot the Moon are courtesy of Shoot the Moon Foundation and support charitable causes. Shoot the Moon Photography is the Wisconsin partner for Project Pink, an organization that supports the Dove Self-Esteem Fund and the Girl Scouts of the USA.
The charity is promoting women’s beauty and self-confidence by offering portrait sessions across the country. Shoot the Moon Photography will be taking pictures of Wisconsin women on Jan. 9-11 at its studio in Mequon.
