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I recently had the chance to work with Katherine Marks, a skilled New York-based photographer specializing in Architecture, Home/Garden, and Portraiture. She has a knack for capturing spaces that show how people, products, and architecture interact. With this style that combines real-life authenticity and the polished touch of studio work, Katherine has put together a solid portfolio. She had already established connections in her local market, however, Katherine wanted to grow her client base and reach beyond her immediate geography. Since Katherine had a busy schedule, she signed up for our Find a Rep service to get assistance with finding an agent.
As her Marketing Consultant, I brought over three years of experience at Wonderful Machine and a background as an executive producer in audiovisual media. This also gave me the expertise to navigate the world of photographer representation and engage directly with agents. Together, we set out to connect her with agents focused on architecture and advertising through a personalized, targeted email campaign.
The Find a Rep service is designed for photographers looking to partner with an agent who can help manage their growing workload and expand their careers. After evaluating a photographer’s portfolio and understanding their goals, I curate a list of potential agents whose specialties align with the photographer’s work. I then send personalized introductions to those agents, helping photographers connect with the right people to grow their business.
After reviewing Katherine’s questionnaire, website, Instagram, and LinkedIn, I scheduled my first meeting with her. We clicked right away, which I think was a very important first step in our collaboration.
We began the project in May 2024 but waited to officially kick off the agent outreach campaign until September, as Katherine wanted to ensure the campaign received maximum attention. I focused on agents within the New York area, selecting two distinct types: those with a focus on architecture and those specializing in advertising. Interestingly, Katherine gravitated more toward the advertising agents, which would help position her work beyond her usual clients.
The outreach campaign was launched on September 12. Before that, Katherine and I had exchanged several emails. From the initial list of 35 agents, Katherine decided to remove 15 options. We then revised the list to focus on a more targeted selection of 20 agents. Additionally, I wanted to make sure she felt confident and comfortable with this list which ranged from architecture-focused agents to those in the advertising sector.
Throughout the entire process, Katherine and I kept communication open. We also connected regularly via emails and calls to ensure that each phase of the campaign aligned with her needs. Following the initial adjustments to the agent list, there were no significant revisions, which helped streamline the process.
The email campaign achieved a 71% open rate, a highly successful outcome by industry standards. What made the results particularly encouraging was the fact that several agents not only opened the email but revisited the campaign and shared it with their colleagues. While we did not secure any immediate meetings, two agents expressed interest in keeping Katherine on their radar for future opportunities!
Working with Katherine has been a rewarding experience! From our very first call, where I got to know more about her personal life and professional goals, to the successful execution of the campaign. Her openness to feedback and proactive involvement made the entire process smooth and enjoyable. Katherine was pleased with the results of the campaign. She now feels more confident about connecting with agents and expanding her reach on a national scale.
See more tips from the experts @wonderful_at_work.
Further Reading
Read more articles by Eloísa García
Case Studies: Find A Rep
Expert Advice: The Photographer-Agent Relationship