FOCUS OREGON - V1 Issue 3

VOLUME 1 | ISSUE 3
FALL 2018
Wendy Seagren, M.Photog., AFP-OR
OREGON PROFESSIONAL PHOTOGRAPHERS ASSOCIATION
FALL 2018 FOCUS OREGON • 1

Connie Mintz
CONTENTS
3 Presidents Message
4 The Need for Website Speed
Part 1
8 Image Competition
9 QBID
10 Free Money!
14 Favorite Photography Apps
15 The Difference Between
Marketing & Branding
20 In Memory Of Wendy Seagren
23 What’s In My Bag?
2018 OPPA BOARD
President - Lisa Dillon
M.Photog.Cr., CPP, FP-OR,
PPA Councilor 2013-2021
Vice President - Sam Tarrel
M.Photog.Cr., CPP, FP-OR, CPP Liaison
Immediate Past President - Aaron Hockley
Cr.Photog., FP-OR
Secretary - Bryan Welsh
M.Photog.Cr., CPP, API, FP-OR,
PPA Councilor, 2016-2021, CPP Liaison
Treasurer - Aaron Hockley
Cr.Photog., FP-OR
Bylaws, Rules, & Ethics - Bryan Welsh
M.Photog.Cr., CPP, API, FP-OR,
PPA Councilor, 2016-2021, CPP Liaison
Competition - Rekha Varghese
Education - Raj Sarda
AFP-OR
Marketing & Communications - Julie Countryman
Member Value - Nancy Steele
CPP
Director at Large - Alexis Dowdle
FOCUS OREGON
VOLUME 1 ISSUE 3—FALL 2018
Published by the
Oregon Professional Photographers Association
14925 SW Barrows Rd.
Ste. 109 #501
Beaverton, OR 97007
Send editorial queries to:
Lisa Dillon
president@oregonppa.org
Magazine Designer: Julie Countryman
Editors: Julie Countryman, Lisa Dillon, Alexis Dowdle
Contributors: Lisa Dillon, Alexis Dowdle, Julia
Fitzgerald, Mark Fitzgerald, Kim Kuhlman, Rekha
Varghese and Bryan Welsh
Fellow OPPA Members—Greetings!
Our year is rapidly coming to a close—Luminate is right
around the corner and then our OPPA banquet is just a
month after that. Before you know it, 2018 will be in the
books and it will be the start of a new year! How will you
look back at your year? Will it be the year you learned
a new skill and put it into practice in your business?
Will it be the year you threw yourself into competition
and came away with great insights and experiences
and maybe some awards? Will it be the year you took
on a student and found out that in being a mentor to
someone else, you were also a mentor to yourself?
There’s still time to shape how you remember 2018.
Lisa Dillon, President
I was recently touched by an article in Professional
Photographer magazine by PPA President Stephen Thetford about the three professional
relationships you should cultivate in your life. One should be a mentor—we should all
have someone in our lives who teaches us, guides us and helps propel us on our way
to greatness. The second relationship should be a companion—someone who is in the
same place and going the same direction as we are. Someone who can share your
successes and help you learn from your failures. Someone who knows what you are
going through because they are going through it too. The third relationship should be
an apprentice—someone we can share our years of collected wisdom with, someone we
can cheer for and teach and motivate. I’ve always believed that these were important
relationships to cultivate and Stephen’s article validated my thoughts. As I pondered
this more, it seemed to represent three time periods as well—past, present and future.
We need to be cognizant of what has gone before us and learn from it so we can be
effective in the present. And when we are effective in the present, we can help shape
the future.
If you are lacking in one or more of these relationships, OPPA can help you connect
with people in all of these stages—you can find a mentor, a companion and a student.
It’s your one-stop shopping spot! I’ve found all three through OPPA which is why OPPA
is so important to me. It’s not about the classes (but those are great!) and it’s not about
the competitions (even though I love them!) and it’s not about the awards (though I love
going home with a trophy or two). For me, OPPA is about one thing—the people. Some
of my very best friends are right here and I’m so glad to have a vehicle like OPPA to
provide opportunities to meet new friends and stay connected with my current friends.
Even if I never learned another thing from OPPA, it would be worth staying around,
for me, just so I can continue to cultivate the relationships that are so important in a
business where much of your time is spent alone.
OPPA is that lifeline to the outside, real, physical world. Sure, there are friends online
and classes online and YouTube videos online—but there aren’t many places in the
three-dimensional world where you can connect with people directly and establish
those important relationships. Let OPPA be that for you—we’re here and waiting for you!
@oregonppa
2 • FOCUS OREGON FALL 2018 FOCUS OREGON • 3

The Need for
Website Speed
By Kim Kuhlman, PhD, M.Photog.Cr, CPP
We photographers are mostly “do-it-yourselfers.” I think sometimes it’s because most
of us are really curious, but I think that it’s most often because of our budgets. When
it comes to your website — your storefront in the digital age — most of us realize that it’s
vitally important, but it’s a lot to wrap your head around and can be a horrible time sink.
When you hear the term, “Technical SEO,” I’m sure that most of you are ready for me to
“geek out.” Well, I’m going to try to de-geek it a bit for you so that you can get a better
handle on how to make Google work for you rather than against you.
In this series, I’m going to introduce you to Technical SEO, show you how to test your website,
and finally I’ll give you a few things you can do to improve its technical performance. I work
exclusively with WordPress, so your mileage may vary if you use another platform. However,
the tools I will be talking about can tell you what you need to discuss with your website
provider to help you on the technical side.
What the heck is “Technical SEO?”
Hopefully you know what “SEO” is. “Search Engine Optimization” has become quite a
buzzword. Just in case you don’t know what it means, SEO is the process of optimizing your
website and it’s content so that search engines like Google will rank your website/webpage
higher in the search results for your ideal clients. There are three types of SEO:
1. Technical SEO - The equivalent of a foundation for your website. The goal is
to make it as easy as possible for the search engines to crawl, understand and
index your content. A major component of modern technical SEO is “page
loading speed.”
2. On-Page SEO - Keyword research and content optimization. That is, making
sure your text, images and video are optimized so that the search engines can
tell what they are about and in what context.
3. Off-Page SEO – Mostly comprised of building quality backlinks from high
authority websites in your field or niche. It also includes good old fashioned
non-digital marketing.
4 • FOCUS OREGON
In this article, I’m only going to focus on technical SEO because it really is the foundation of
your website. Everything else rides on it. The search engines use over 200 factors in their
algorithms. You need to remember that “user experience” (often called “UX”) is the only thing
the search engines care about. If their users (including your potential clients) can’t quickly find
what they need, they will simply go somewhere else to find that information. On the other
hand, some people point out that Google stated (on April 9, 2010), “While site speed is a new
signal, it doesn’t carry as much weight as the relevance of a page.” Things have sure changed
since then, but don’t do it for your SEO, do it for your users, and Google will reward you.
Being a geek myself, I have to show you some data that demonstrates what I’m talking about.
In the process, I’m going to share with you the tools that Google and others provide to use
on your own website(s). Using these tools may just give you an advantage when it comes to
ranking and save you some time in the process. Mind you, “technical SEO” is definitely not
a cure-all, but practicing it will give your website a solid foundation on which to build your
content.
The Data
So, what data can I show you? I could obviously cherry pick the websites of various well-known
photographers, but being a geek, I know that is not terribly valid way of doing things. To get
an “unbiased” data set, I decided to look at the websites of the members of the PPA Board
of Directors. (Sorry, Board Members. Please consider this a complimentary technical SEO
audit. I have kept identifying information to myself.) There is one thing all these successful
photographers have in common. They all HAVE a website. If you don’t have a website, you
know what you need to do. There are a couple of caveats that I need to mention here:
Caveat #1: This is a small sample set, but these are all well-respected and
accomplished members of our community. I had to satisfy my curiosity with a
“random” group of websites. That’s not to say that this little exercise is by any
means scientific. It is not, but the results are really fascinating nonetheless.
Caveat #2: The measurements of various performance metrics is affected by
many variables like server load, distance from the server to the user’s computer,
Internet traffic load,
SEO
routing to get around traffic loads, connection speed,
device type, number of tabs open in the browser, etc. When collecting this
data, I attempted to keep as many of these variables constant and run multiple
tests when available. If you were to run exactly the same tests, you would likely
get different results, albeit slight. I ran the test again after about six weeks, and
got similar results.
FALL 2018 FOCUS OREGON • 5

The Need for
Website Speed
The Need for Speed
Perhaps the most important of the ranking factors is your “page loading speed.” If your
site doesn’t load and become interactive within about 2 seconds, your potential clients will
simply move on to the next website - of your competitor. No one really knows how those
200+ factors I mentioned are weighted but there are two very specific reasons that the search
engines have “a need for speed.”
The first reason is our ever-decreasing attention span. There are many studies such as those
listed in Google’s article at https://blueskydigit.al/performance that have demonstrated that
a website that loads slowly will lose potential visitors. We are all simply too impatient to wait.
The second reason driving the need for speed is that mobile is quickly overtaking desktop
in usage (actually, it already has) and the users in developing markets are simply skipping
desktops altogether to access the Internet. Data is still relatively expensive, especially in
developing markets, so Google is stressing “mobile first indexing” to encourage a faster
Internet. Now, you may think that doesn’t apply to your potential clients, but they are using
smartphones, too. If your site takes longer to load, they will move on. So will Google in
ranking your site.
Visitor Loss vs. Load Time
Despite everything you have probably heard about Google, the Googlers do everything in
their considerable power to help you out. They provide a lot of tools to help diagnose potential
problems with our websites (so does Bing). The first one gives you an estimate of visitor loss
based on your site’s loading time. The first set of data I’m going to show you (Fig. 1) was
obtained using Google’s https://testmysite.
thinkwithgoogle.com, which is powered
by webpagetest.org. Webpagetest.org is
an open source project that is supported
by Google. The TestMySite tool measures
several things, but for now we’ll just be
looking at the “estimated visitor loss” as
a function of loading time on a 3G mobile
network.
Figure 1. Estimated visitor loss as function of
page loading time for the homepages of the
2018 PPA Board Members’ websites as measured
with https://testmysite.thinkwithgoogle.com.
The first thing you notice about this data is that the visitor loss is not linear at first. You get a
HUGE advantage by having a loading time of less than 5 seconds. Only one board member’s
site loaded in 4 seconds. As with everything Internet, there is a caveat here. Google’s own
tool, TestMySite, measures Google’s own homepage, https://google.com, as loading in 3
seconds over a 3G connection. The estimated visitor loss is “Low,” instead of a percentage.
If you look at Google’s homepage using https://webpagetest.org over a cable connection
(1.5Mbps), we usually get a load time of around 3.4 seconds. However, if we run the same test
using an emulated 3GSlow connection (400 Kbps), Google’s homepage takes just under 15
seconds to load! If we change to the 4G emulator, Google’s homepage loads in just under 4
seconds. Yes, 5G service is coming, but the gist of all this is that your site needs to load fast,
period.
Google is constantly doing research on the conversion rates of landing pages. I highly
recommend that you review their article on mobile benchmarks at https://blueskydigit.al/
mobilebenchmarks for more information. Another good article from Google on 2018’s “Speed
Update” can be found at https://blueskydigit.al/2018SpeedUpdate.
How Can We Measure
Website Performance?
SEO
In coming issues, I’ll fill you in on some of my favorite free tools for measuring the technical
performance of your website(s). These tools give you plenty of great suggestions on how to
improve the performance of your site. Then I’ll also give you some actionable steps you can
take to make your website faster and boost your rankings. If you’re running on WordPress,
I’ll give you my very favorite plugin for compressing your beautiful images without degrading
their quality. I’ll also tell you my favorite WordPress caching plugin.
If you have any questions, don’t hesitate to drop me an email at kim@blueskydigitalstrategy.
com and put “PPA Technical SEO Question” in the subject line. You can also check out my
blog at https://www.blueskydigitalstrategy.com. We also have a fledgling private Facebook
Group, Blue Sky Digital Strategy (https://www.facebook.com/groups/blueskydigitalstrategy),
where you can ask for help and find lots of good information on all aspects of SEO and Social
Media. And, if you made it this far, I’ll give you a complimentary website audit. Just mention
that you saw it here. PPA members and one site only, please.
Kim Kuhlman, PhD, M.Photog.Cr, CPP is a professional photographer and owner of Kim Kuhlman Photography and
Chile Dog Photography. She earned her PhD in Engineering Physics and worked for the Jet Propulsion Laboratory
and the Planetary Science Institute. Imaging of one form or another, most recently at the nano-scale, has been
involved in her scientific endeavors. She brings a knowledge of physics to her photography that gives her a
unique perspective on creating an award-winning image.
Kim is also the owner of Blue Sky Digital Strategy, LLC, a digital agency that helps small businesses with WordPress
website design and security, search engine optimization (SEO), content and email marketing, and social media
management. Blue Sky Digital Strategy also provides WordPress coaching, security and website maintenance
services.
6 • FOCUS OREGON
FALL 2018 FOCUS OREGON • 7

Image
Competition
How it Helps You Become a Better Photographer
By Rekha Varghese
Most of us who pursue photography have taken it up because creating beautiful images and
capturing special moments stirs a passion in us that satisfies a deep creative urge. In the age
of increasingly capable smartphones, the tools to create or document images have become
easily accessible to many people. However, what distinguishes a professional, merit-worthy
image from the regular snapshot are the finer details that go into making that image.
A powerful image is created with careful choices made by the photographer—the quality
of light, the composition, the balance of colors, tones, posing, expression—and bringing
all these elements together to convey an impactful story. Twelve such elements have been
identified as the components of a merit-worthy image for competitions sponsored by PPA
affiliates.
The notion of ‘competition’ can seem intimidating to some. However,
with PPA-style image competitions, rather than being judged against
other photographers, your work is carefully critiqued for the technical
merits and fundamental principles of artistic composition based on the
Twelve Elements of a Merit Image. So it really is a constructive learning
environment for photographers.
“Don’t
be
scared.
Just
enter.”
Serving as the Competition Director for OPPA has forced me (that’s
right, I said ‘forced’, because there are a hundred excuses I could
come up with to not be able to attend competition judging) to attend
8 competitions in the past two years. I was also more committed to
entering competitions than I used to previously. And I can say with
conviction that just attending the judging has helped train my eye to
look for these types of details in an image—things that I would not have necessarily noticed
earlier. This awareness is the first step towards becoming a better photographer and artist.
Taking this awareness and applying it to your image-making is where the transformation
happens. This is a gradual process that takes time and consistent effort. Image Competition
is a journey. As OPPA member Beth Brinston CPP said, “You can certainly take classes about
lens choice, technical settings, processing techniques, but nothing helps you learn to apply
all of it to your work quicker than print competition.” Being open to learning and constructive
criticism is an essential part of this learning. A great piece of advice Beth has held onto came
from Michelle Parsley (M.Photog, M. Artist, Cr. CPP) “What you need to hear helps you move
forward. What you want to hear helps you stay right where you are at”.
My journey and learning experience through
competitions has made me a strong advocate
of the value of entering image competitions
sponsored by OPPA and PPA. There is learning
at every stage of the process, from attending and
listening to the judges’ critiques at competitions,
looking for those essential elements in your
images, to selecting and preparing your own
image for entering, and applying the feedback
from critiques to improve your work. You win just
by entering because you learn so much in the
process. And eventually, it translates into your
client work, making you stand out and serve your
clients better!
Entering competitions is also a great way to
validate the quality of your professional work.
It is a great confidence booster when a peer
appreciates your work as seasoned competitor
and accomplished photographer Mark Fitzgerald,
M. Photog., Cr. came up to me and said about
one of my images “That is a great image! That
is the kind of image that makes me wish I had
made it”. I also had the honor of having one of
my images accepted into PPA’s prestigious Loan
Collection last year. This only makes me want to
work harder to maintain those standards in my
work.
To share the value of entering image competitions,
OPPA recently started a series of interviews
with seasoned competitors, called “Nuggets of
Competition Wisdom” on our Facebook page.
The one unanimous thought conveyed by each of
them is how much entering image competitions
has impacted their professional work and growth
as an image maker. Make sure you follow these
interviews for some great nuggets of advice!
I love this quote shared by Pete Rezac, M.Photog.
Cr., CPP : “Don’t be afraid of failure and remember
it’s what you LEARN from the process rather than
the awards you EARN from it. The EDUCATION
will stay with you for a lifetime.”
We often find excuses about not having the time
to enter competitions. Aaron Hockley, Cr.Photog.,
FP-OR, explains that entering competitions is
a long-term venture that you need to make
the time for, “the same way I make time to do
marketing, or watch TV, or learn about gear. Your
first images probably won’t merit. That’s okay.
Learn from the judges’ feedback and keep the 12
elements in your mind as you prepare future work
for competition. Those folks who you see winning
OPPA awards, or earning their PPA Masters
degrees, or receiving a PPA Grand Imaging
Award? Their first images probably didn’t merit
either. But they kept going.”
Let me leave you with my favorite nugget of
advice, from Sam Tarrel, M.Photog. Cr., CPP,
FP-OR: “Don’t be scared. Just enter. Be sure you
get critiques, and then LISTEN. You’ll be amazed
how far you will go.”
If you haven’t tapped this great educational
opportunity yet, it’s time to begin your
competition journey and elevate your growth as
an image maker with the OPPA’s Annual Open
Image Competition coming up in November!
Rekha Varghese is an award-winning family and
children’s photographer from Portland, Oregon.
Her passion for art has followed her through a
Masters degree in Art History and Art Criticism
and she now finds her creative outlet in photography.
Inspired by life’s simple, but poignant
moments, she seeks to create beautiful images
that capture genuine emotion. Rekha has been
serving on the OPPA Board of Directors as the
Competition Director for the past two years.
FALL 2018 FOCUS OREGON • 9

QBID
FREE MONEY!
Qualified Business Income Deduction – What does this mean to Photographers?
By Julia Fitzgerald, CPA, Cr.Photog.
The Qualified Business Income Deduction (QBID) is a new deduction on the newly formatted 2018
individual income tax return (form 1040).
For taxable years beginning after December 31, 2017, taxpayers other than C-Corporations may
be entitled to a deduction of up to 20 percent of their qualified business income from a qualified
trade or business under the Tax Cuts and Jobs Act.
So what does that mean for the Photographer businesses?
• New deduction of 20% times Total business profit (net income after all expenses)
• New line #9 QBID on the newly formatted 2018 1040 tax form
• Reduction of taxable income on your tax return
D id you know that OPPA offers multiple scholarships to members who have been with us
for at least 2 years? If you’ve been a member for 2+ years (must be two full years), you
can go to the website and download the application and apply for one of our scholarships
to attend any professional or artistic photography or business training. Thinking about going
to IUSA this year but not feeling like you have the extra cash to make it happen? Or maybe
WPPI is more your kind of thing. Or you’d like to visit our neighbors to the north and attend
their conference this spring. Or go to a special workshop or Texas School? There are dozens—
probably hundreds—of educational opportunities waiting for you and OPPA can help get you
there.
Last year, Brian Pasko won a $250 scholarship which he used to attend
IUSA last January. “As a small business owner, it’s sometimes difficult to
justify the cost of in-person photographic education. OPPA’s scholarship
provided the incentive I needed to gain additional skills that are helping
me to grow my business, “ says Pasko about how he used his scholarship.
• With a $50,000 profit (income after all expenses) on your schedule C, the QBID
tax deduction would be $10,000 (50,000 X 20% = 10,000)
• Phases out if Taxable income exceeds $157,500 if single or $315,000 if married
filing joint return
What types of businesses qualify?
• Sole Proprietorships
Julie Countryman also won a $250 scholarship. She also chose to use
her scholarship to attend IUSA. “As a first year member of PPA, I already
had a ticket to attend IUSA for free, winning the scholarship made my
decision easy, I had to attend IUSA. The knowledge that I gained at
IUSA was amazing and motivational.”
• Partnerships
• S-Corporations
If you have questions on this or other tax related
questions I’m always available for Lunch.
Applications for scholarships are available on our website: oregonppa.org/Scholarship.
All judging is blind—the scholarship committee does not know who the applicants are to
make it more equitable. Applications are due November 15th by 5pm.
did you know?
10 • FOCUS OREGON
FALL 2018 FOCUS OREGON • 11

Landscape
Photography
November 7, 2018 - 9AM
ProPhoto Supply Event Center
Visit oregonppa.org
to register.
The Craft & Technique and The Art & Vision
Doug Bennett, M.Photog.Cr, of Colorado Springs, Colorado, has learned that Landscape Photography must
demonstrate not only mastery of craft and technique but also a mastery of vision and expression.
On November 7th, Doug will first share elements of photographic craft and technique essential to landscape
photography and to making high quality large landscape prints for high-end sales and for PPA Competition
entries. In sharing these techniques, Doug will also discuss the underlying “whys”.
Then Doug will move to the heart of landscape photography . . . the goal of communicating your emotions
and artistic vision in an image. Ansel Adams had it right when he said, “Photograph not only what you see, but
also what you feel.” Great photography is about making images that connect with viewers making them feel
something about the subject. Doug will share techniques to make your imagery communicate more, as well as
explore the unconscious psychological factors that make for appealing landscape photography.
Doug’s love for landscape photography traces back to his childhood and family sightseeing vacations touring
the western U.S. and Canada by car. These early experiences were further fueled by his father’s subscription to
“Arizona Highways” magazine always leaving him in awe with its beautiful scenic images, particularly those of
Josef and David Muench.
Doug, a PPA member since 2011, earned his Master’s Degree from PPA in 2014, his Craftsman’s Degree in 2015
and the Imaging Excellence Award in 2015. Doug was also named a PPA Platinum Photographer of the Year
in 2013 and PPA Diamond Photographer of the Year in 2014, 2015 and 2017. Lastly Doug is a two-time Grand
Imaging Award Finalist in the Landscape Category finishing 2nd in 2015 and 1st in 2017.
Doug’s Awards:
• PPA “Diamond Photographer of the Year” – 2014, 2015, 2017
• PPA “Platinum Photographer of the Year” – 2013
• PPA Imaging Excellence Award – 2015
• Grand Imaging Award 1st Place in Landscape Category - 2017
• Grand Imaging Award 2nd Place in Landscape Category - 2015
• Professional Photographers of Colorado “Photographer of the Year” for 2011, 2012, 2013, 2014 & 2016
• Professional Photographers of Colorado Annual Print Competition “Best of Show” 2011, 2012 & 2016
• “Best of Show” - Louisville Art Association National Juried Photography Show in 2011 & 2012
• “Best of Show” and “1st Place” - Lone Tree Photography Show, Lone Tree, Co in 2010 &1st Place in 2012
• “Best of Show” - Tri-Lakes Art Center’s “Visions of Light” Photography Show, Palmer Lake, Co, in 2010 & 2012
Laura Bennett, M.Photog.Cr, of Colorado Springs, Colorado has photographed the landscape since 2003 and even photographed
weddings for three years. In her photography, Laura has focused on creating images that stir and communicate feelings and emotions.
This led to her success in selling her images commercially for over 13 years and to significant success in PPA Print Competition.
Laura received her PPA Master of Photography degree in 2015 and her Photographic Craftsman Degree in 2017.
Laura’s Awards:
• PPA 1st Place Grand Imaging Awards Illustrative Category in 2013
• PPA Diamond Photographer of the Year in 2014 and 2016
• PPA Platinum Photographer of the Year in 2017
• PPA Gold Photographer of the Year in 2015
• PPA Imaging Excellence Award to be awarded Jan 2018
• “Best of Show” Lone Tree Photography Show 2011 and 2012
EARLY BIRD
REGISTRATION ENDS
OCTOBER 10TH
$79/member | $119 non-member
OPPA/PPA/ASMP
ANNUAL OPPA OPEN IMAGE COMPETITION
RAFFLE/SILENT AUCTION
EVENING DINNER
9AM- 5PM
AM SESSION - 9:00 - 12:30
THE SECRET GUIDE TO THE
ENTERTAINMENT HEADSHOT
PRESENTED BY TRACY PAGE
M. PHOTOG. CR., CPP
LOCATION
SPONSORED BY
PM SESSION - 1:30 - 4:30
PERSONAL PROJECTS –
WHY, HOW… AND HOW TO MAKE
MONEY BY DOING THEM
PRESENTED BY BOB COATES
M.PHOTOG.M.ARTIST.CR., CPP, EA-ASP
1030 SE Clinton St
Portland, OR 97202
REGISTER TODAY: WWW.OREGONPPA.ORG
SPONSORED BY
12 • FOCUS OREGON
FALL 2018 FOCUS OREGON • 13

FAVORITE
PHOTOGRAPHY APPS
The Difference Between
Branding and Marketing
”I primarily use it to white balance my images because the iPhone does a
terrible job. Occasionally I will use it to adjust shadows and highlights.”
-Julie Countryman
“I would go crazy without Sprout Studio. It’s an all-in-one business
platform for photographers. Sprout keeps me organized and efficient.
I’m able to automate emails and stick to my workflow. It has helped me
to keep the busy work to a minimum so I can focus on what’s importantbuilding
relationships with my clients!”
-Kolu Westcott
“Snapseed is a powerful editor with a lot of great tools to adjust an
image either globally or using its Selective feature to intelligently
apply an effect only to a part of an image. If you follow my Instagram
account you know I have a style there. Snapseed is where I make
the level adjustments and perform my black and white conversions.”
-Aaron Hockley
“I like Camera+2 for IOS. I’ve been a fan for a while and use it on almost
every mobile image I take. The ease of use and tools make it my choice
for mobile photo apps.”
-Bryan Welsh
“UNUM is a visual planning app that works hand in hand with Instagram.
It allows you to control your content, see what photos look good next
to one another, and tracks follower engagement (likes and comments)
on a graph. It’s helpful to plan what you want to share in advance.”
-Alexis Dowdle
By Lisa Dillon, M.Photog.Cr., CPP, FP-OR
Branding is the hot buzz
word of the moment—
there are articles galore on
the importance of branding,
personal branding, what makes
a brand, what constitutes
a strong brand—the list is
endless. But there are fewer
articles out there to help us
understand the difference
between branding and
marketing. Both are important
for business success but how
do they differ and where
should we, as solopreneurs,
be spending our time and
dollars?
Let’s start with some basics. Branding is the
feeling people have after your business is
conducted. It’s how people think about you
when you’re not around. It’s your reputation—
and sometimes it precedes you. But always, it
should linger after you. Branding is what gives
personality to your business. It tells potential
customers what they can expect from you.
Straight up, your brand is your bond. It’s a
promise to deliver. And hopefully it’s a promise
fulfilled. A brand should evoke an emotional
response. If you are using your brand
effectively, it can tell a story where your client
is the hero of the day and you are the trusted
guide who helps them solve their problem and
defeat their villains. A strong brand will attract
your ideal customer and possibly even repel
your non-ideal customer.
Take, for example, the latest Nike
“Dream Crazy” campaign featuring Colin
Kaepernick. Nike has long leveraged other
people’s stories to tell their own. Michael
Jordan’s stories of working hard and failing
over and over until he didn’t fail was a
beacon for the Nike Air Jordan brand
telling customers “you can do it—just
keep trying.” You can be “like Mike,” and
we’re here to help you. Nike wants to sell
athletic wear to athletes and they make a
point of telling everyone that if you have
a body, you’re an athlete. But in this new
campaign, they are pushing the envelope
even further, polarizing their customers
and actually repelling some who disagree
with Kaepernick’s kneeling protest. The
buzz around this campaign has been
tremendous and the brand message could
not be stronger—we’ll be here to support
you no matter how crazy your dream is. The
question is, is your dream crazy enough?
14 • FOCUS OREGON
FALL 2018 FOCUS OREGON • 15

The Difference Between
Branding and Marketing
What are the elements of a brand? Well
surely things such as logo, typography,
colors and style factor into it, but a logo
is not a brand. Your photography—both
the images you take and the images you
present of yourself are part of your brand.
Your signature style, if you have one, is part
of your brand. Your core values—or your
business’s core values if you communicate
them—are also part of your brand. Your
tagline is part of your brand as well—it
should lay out the promise that you intend
to deliver on. Some things are more subtle
parts of your brand such as the tone of voice
you use to communicate, in person, on the
phone, in emails, on your website, pretty
much anywhere. To have a strong brand,
your customers need to have consistency
from you in both communication and in their
personal experience with you through all
the client touch-points (in-person meetings,
website, content marketing, blog, social
media, customer service, and so on).
Your brand is your bond.
So what is marketing? If branding is
strategic, marketing is where the execution
of that strategy takes place. Marketing
is your outreach—it’s how you capture
the attention of your potential or current
clients. Marketing is how you present your
brand. And marketing itself is *part* of your
brand. Long after the flurry of the marketing
campaign is over, what flavor will be left
behind? The flurry is marketing, the flavor
is branding.
Marketing isn’t about how people feel
about your business. It’s trying to get them
in the door, metaphorically speaking. If your
brand is on point, they will feel favorably
about your business and all marketing
needs to do is open the door for them
to flood in. Marketing is about one thing,
primarily: COMMUNICATION! Marketing
communicates your brand to potential
clients and gets them interested in you and
your offerings. But you have to have the
brand message to start with. You
can’t market effectively without
a brand structure in place—
otherwise you’re constantly
re-inventing the wheel
and trying to stab in the
dark at what you think
your clients might like
instead of confidently
putting your brand
forward and letting
customers self-select.
Your marketing is communication.
So which is more important? Well, you have to start with your brand so you have
something worthwhile to market. Can you market without an effective brand?
Sure, but it’s not the kind of marketing that is long lasting. And did you know that
in the absence of a you-driven brandstory, clients will create their own brandstory
about you. Wouldn’t you prefer to control the narrative and tell clients who you
are, what you stand for (and sometimes what you stand against—sometimes
equally as important as what you stand for), what your values are and who should
care about all of this rather than leaving them to figure it out (and maybe get it
wrong)?
Another intersection between branding and marketing can be seen in the new
Diet Coke campaign. Amid health concerns about the safety of diet soda, Coca-
Cola sticks out its tongue to the naysayers and tells them “If you’re in the mood
for Diet Coke, have a Diet Coke.” Young, attractive, moderately-famous actors
tell you to “do you” and drink your Diet Coke “because you can.” This marketing
campaign comes along with a rebranding of the product in taller, slimmer cans
that appeal to a more youth-oriented market (and those who want to feel
youthful) and a collection of new flavors in addition to the classic Diet Coke. (I’ve
tried them—I think a few of them are pretty tasty!) They are seeking to position
themselves as a youthful, rebel indulgence and you’re a grown-up now so you can
do what you want. And if you want to drink a Diet Coke, drink one. It’s the perfect
intersection of rebranding and marketing.
Define your brand—write it out (yes—write it down. on paper.) and include all the
elements I discussed above—logo, colors, typography, iconography, photography,
core values, tone of voice, personality, your “why”. Decide who your customers
are, what their needs are and how you will fulfill their needs. That’s your brand
and your brand strategy. Now you’ve got a framework for your marketing. You’ve
got promises to communicate and you’ve got strategy to execute on (how you
will meet your clients’ needs). Now find the right avenues to spread that message
based on who your ideal customers are—email, blog content, newsletters, ads,
social media, billboards, car decals, promotional items, and so on. Once you’ve
defined your brand (which includes identifying your ideal customers), you’ll be
able to find the right ways to communicate with them. And while your marketing
plans will come and go, your brand will endure.
Lisa Dillon is a Master Craftsman Photographer and CPP from Portland
Oregon. She has also earned the Fellow of Photography degree from
OPPA. She is in her 14th year of business and specializes in high school
senior, business and family photography. She is a past president of the
Professional Photographers of Oregon (PPO) and currently serves as
President of OPPA. Lisa is an approved juror for the OPPA and has served
as a PPA Councilor representing Oregon since 2013.
16 • FOCUS OREGON
FALL 2018 FOCUS OREGON • 17

Your Luminate Judges
Introducing Rob Behm, one of our Luminate judges who hails from Spokane, Washington. A third generation
small business owner, Rob has been the owner and photographer at Valley Studio in Spokane Valley, Washington
for 33 years. Working in photography since college graduation, Rob has an Applied Science degree in
photography and a degree from Eastern Washington University as a photographic educator. A PPA member
since 1991, Rob has also been a member of the Professional Photographers of Washington
since 1982.
Rob is a Certified Professional Photographer, Master-Craftsman Photographer and was the
recipient of the PPA National Award in 2006. A PPA councilor since 2003, Rob has also
served as Chair of the PPA International Committee. A serious photographer since the age
of 16, Rob began his professional career after college, working as first assistant to a top
fashion photographer in Seattle.
In 1985 he opened “Valley Studio” in his home town, and has provided quality portrait
services to a long list of returning clients. The studio specializes in Senior Portraits, Business
head shots and family portraits. His photography has been recognized in the PPA Print Salon for over 20 years,
been displayed at Disney’s Epcot center, and has won numerous state and regional awards, for over 4 decades.
Elected to the PPA Board of Directors in 2011, Rob is currently serving as the PPA Chairman of the Board. “
I love that moment right when I snap the shutter, and know I have just captured something beautiful that will
stand the test of time”
Meet Adilfa Ford, one of our November Luminate judges and owner/president of Don Polo Photography Inc.,
a fine art portrait and wedding photography studio in Utah. Don Polo Photography has been in business for
over 25 years. Adilfa’s exciting and dynamic personality have made Don Polo Photography one of Utah’s leading
portrait studios. Adilfa is a past president of the Intermountain Professional Photographer’s Association (IPPA)
and represents the state of Utah on the PPA (Professional Photographers of America) National Council. She also
serves as the Vice-Chair of the International Committee of PPA. She also serves on the Heart Gallery committee
to promote adoption through professional photography and believes very strongly in business giving back to
the community through service and charity events.
Adilfa was born on a farm in La Luz, Venezuela without electricity or running water. She was
raised by her grandparents and named her business for her grandfather who taught her
about integrity and honesty in life and in business. He could not read or write but people
said that when he gave his hand to seal a deal that was better than any contract. The only
photographs that Adilfa has of her mother and grandparents, now deceased are the ones
she took after becoming a professional photographer. One of the reasons that she became
a professional photographer was to educate her community on the value of professional
portraits.
Adilfa has won many awards for her work and been featured in several national photography
magazines. She has been an IPC medalist in print competition for the past 5 years earning Gold, Silver, and
Bronze medals. Adilfa speaks fluent Spanish and has taught photography seminars to photographers all over the
world. Adilfa is a PPA Certified Professional Photographers and has been awarded the Photographic Craftsman
and Master of Photography degree. Adilfa is also a recipient of the coveted PPA National Award given for
exceptional dedication and service to the photographic industry.
18 • FOCUS OREGON
Register: oregonppa.org
Meet Doug Bennett: Dabbling with photography back in the ‘70s, Doug didn’t really begin to Doupursue
photography until 2003 when he bought a disposable film camera to photograph his tulips. With a rekindling of
his passion for photography, he began a pursuit to learn how to capture images of the landscape.
His love for landscape photography traces back to his childhood and family sightseeing
vacations touring the western U.S. and Canada by car. These early experiences were further
fueled by his father’s magazine subscription to “Arizona Highways” which always left him
in awe with its beautiful scenic images, particularly those of Josef and David Muench.
In his landscape photography, Doug learned that nature often makes her own expression
and statement in ways that are unique to the scene and the moment. In many cases, this
takes the form of unique lighting when nature is putting on her best show. From there,
Doug works the image to put his own vision and expression into the scene with a goal of
portraying his own emotional response to nature’s show.
Meet Bob Coates: “I Specialize in not Specializing”, “It’s all about being and staying creative”, “I hate being
bored”, “I make people, places, and products look better than good.” Would you want to learn from someone
who said these things? I certainly do! Come to LUMINATE and you’ll be lucky enough to learn from Bob Coates
of Bob Coates Photography. According to his Instagram, Bob is a commercial photographer, Lens Based artist,
and Photo Educator that comes with 20 plus years in the business. He said, “I came to photography because I
would take a business to a certain level and the challenge would be gone. I hate being bored.” Well if you take
a look at his work online or go to his Instagram page @bob_coates, his images are anything but boring. I was
immediately struck by bright vibrant colors, beautiful people and places, and unique perspective. He states, “I
am constantly pushing the envelope to get more depth and dimension into my imagery.” The headshot on the
about page of his website depicts Bob against a black background with the top of his head open as if connected
to a hinge. Inside we see a brain and coming out of his head is a light bulb, fish, neon signs, a mathematical
formula, as well as various other images. After reading this statement and taking in this extremely
creative headshot, I thought, “Looks like an envelope pusher to me.” For Bob, this
“envelope pushing” entails “testing the limits of new camera technology or pushing software
beyond the uses for which it was designed.” It’s like he said, “It’s all about being and
staying creative.” As creative entrepreneurs, I think many of us struggle with the “staying
creative” bit. We have all experienced burnout, photographers block, or even boredom. I
think we could all use a dose of Bob Coates who can inspire us to look and think outside
and beyond the box as creatives. Bob says, “You only have a moment to capture attention in
this image-laden world…” So, come to LUMINATE and learn from Bob about how to create
work that does just that.
Meet Tracy Page: It is a true gift to be able to take a headshot that makes people feel something
or that captures the essence of who a person is. Tracy Page has this gift. Upon visiting
her website you can’t help but be captivated by her subjects, whose headshots appear in a
slideshow on the main page. The first subject is an older gentleman wearing a fur hat and
coat. He has a white beard and kind eyes that makes you wonder if he is Father Christmas
himself. The next subject is another older gentleman who has piercing eyes that remind me
of Clint Eastwood and wrinkles that are not hidden but celebrated in this image. There are
more subjects that appear, young and old, male and female, each that make an individual
impression. After seeing these striking black and white images, you will not be surprised to
hear that Tracy Page studied Fine Art (among other things) at the University of Georgia, but
more specifically, she is a classically trained painter. In an interview with Backstage magazine, she said that her
background as a painter has informed her photography. “I can use the chiaroscuro technique and Rembrandt
lighting in such a way that brings out some depth in the image that most headshot photographers don’t have
the leeway to do.” Tracy is a headshot photographer who “specializes in working with actors, both children and
adults.” Chambers Stevens, an L.A. based acting coach, has recognized her as “one of the top headshot photographers
for kids and adults in Atlanta.” According to her bio on the PPA website, “She currently has clients
on most major networks, in theaters and on broadway. Her clients are repped coast to coast.” Do you watch The
Walking Dead? “Carl” (Chandler Riggs) is one of her clients! So why is this information pertinent to you? You
have the opportunity to learn from her! She is going to be speaking and educating us at our LUMINATE event
this year! If you want to learn from a Craftsman Photographer, a Certified Professional Photographer, an award
winning photographer, about the art of headshot photography-LUMINATE is the place to be.
November 10-11th
FALL 2018 FOCUS OREGON • 19

In Memory of
Wendy Seagren
By Mark Fitzgerald, M.Photog., Cr., FP-OR
few weeks ago OPPA lost one of its
A founding members and a past board
member, Wendy Seagren. For those who
knew Wendy her passing was a truly sad
event because she was a unique individual
who brought so much joy to those around
her. Wendy was a photographer who worked
tirelessly to improve her craft and creative
vision so she could explore new ways of
photographing places that were important
to her.
I met Wendy when she was a student in
one of my classes at Newspace Center for
Photography. Her thirst for knowledge made
her stand out amongst her
fellow students. Over time
Wendy attended several of
my classes and soaked up
as much information as she
could. Eventually she asked
me to begin doing private
training with her so she could go deeper into
the specific things she wanted to learn.
Over the course of the next few years, Wendy
and I met many times to discuss photography
and how she could use tools like Lightroom
and Photoshop to refine her creative vision.
One of the things that impressed me most
about Wendy was how she worked hard
to learn and expand on what she learned.
It was quite common for her to call or text
first thing in the morning to ask a question
about something she didn’t understand that
she had worked on late into the night. Due
to this kind of dedication she soon began to
“Imagery is my life,
and life is something
beautiful.”
master the tools and techniques and make
them her own.
I invited Wendy to join Portland Metropolitan
Photographers Association and encouraged
her to enter our competitions. (PMPA was one
of the precursor organizations that eventually
became OPPA.) Wendy was quickly bitten by
the competition-bug and entered nearly all
of our competitions, as well as PPA district
and international competitions. She worked
hard on creating competition images and
eventually earned the OPPA Fellow of
Photography Degree and the PPA Master of
Photography Degree. Wendy asked me to
be her sponsor at the 2016
PPA awards ceremony in
Atlanta when she received
her Master’s degree. Going
up on the stage with her and
placing the ribbon around
her neck was one of my
proudest moments as a teacher and mentor.
I realized then how much I had enjoyed
watching her journey over the years.
– Wendy Seagren
Wendy’s passion was landscape photography.
And the place she loved most was Yosemite
National Park. As a child she visited the place
nearly every year. As an adult she continued
to visit as often as she could. She began
capturing the spirit of the place with her
camera and created many beautiful images.
Seven of her IPC merits were from images
made in Yosemite. Her Yosemite photos also
received recognition in other competitions,
such as the United States Landscape
her health was failing and working on her
photography was more demanding. But she
never gave up.
It was an honor to know Wendy, to work with
her, and to become her friend. She was always
happy and upbeat no matter what was going
on in her life. I will miss sitting with her and
discussing photography and her work. (I will
also miss her sweet dog, Harley, who would
often sleep in my lap while we talked.) The
last image she and I talked about is one that
went loan this year and is on the cover of this
A memorial service celebrating Wendy’s life is
being held Saturday October 6 at 10:45am at
Camas Meadows Golf Club. OPPA members
are welcome to attend.
If you would like to see more of Wendy’s
photography, you can visit her website at
thruthelensephotography.com.
Photographer of the Year, where she was a
finalist. Whenever I think of Yosemite, I will
always remember Wendy and her love for
the place.
Wendy continued to travel and photograph
the places that were special to her. She
also continued to enter OPPA and PPA
competitions. In 2017 she received a silver
medal at IPC and this year she received
a gold medal. In my view this was one of
her biggest accomplishments because
magazine. I remember we were talking about
potential titles and she came up with “Into
the Light”. The title really struck me because
I knew there was a possibility Wendy would
soon be making her own journey into the
light. Of the countless images I have seen
over the years, this is one I will never forget.
Though she’s gone, we can still enjoy the
remarkable images Wendy left behind and
remember the person she was who brought
joy to so many.
20 • FOCUS OREGON
FALL 2018 FOCUS OREGON • 21

NOVEMBER 10TH AND 11TH
Bryan Welsh
M. Photog., Cr., CPP, API, FP-OR
COMPETITION!
EDUCATION!
FOOD!
NW CUP!
PARTY!
Having the right tools for the job at hand is always important to a working professional
photographer. It’s true the gear doesn’t create the images but having gear you love
does aid in the process of creating the images you see in your mind. Here is a look
inside my tool kits and some of my favorite tools.
Nikon Camera Gear “Nikon equipment has been my only choice as a professional. The grip,
dials, menus and quality all feel like and extension of my vision and what I expect in my PRO
gear.”
• Nikon D810 with battery grip
• Nikon 70-200mm f4
• Nikon 85mm f1.8
• Nikon 50mm f1.8
• Nikon 50mm f1.8
• Nikon 35mm f1.8
• Nikon 20mm f1.8
Profoto Lighting Gear “With lots of choices in lighting equipment I choose the gear that would
never hold me back with inconstant performance. Profoto gear is always there for me and is
ready for any demands I can send its way.”
• Profoto B1 + Batteries (2)
• Profoto B2 Location Kit + Batteries (2)
• Profoto A1 + Batteries (2)
• Profoto OCF Beauty Dish (White)
• Profoto OCF 2’ Octa
• Profoto OCF Magnum reflector
• Profoto OCF Grid Kit (2)
• Profoto OCF Gel Kit
PPA/MEMBER PRICE
$99 *
FRIENDS!
*SAVE $20
WHEN YOU REGISTER BEFORE
OCTOBER 10TH!
Tether Tools Gear “Shooting tethered allows me to see my work in real time for the good or
the bad. This critical feedback is necessary when you are creating images that your reputation is
built on.”
• Aero Table – MacBook pro 15” – Black
• Case Air Wireless system
• JerkStopper camera & cable support
• USB 3.0 Core Controller Tether Boost
• USB 3.0 Cable(s)
- 6’ & 15’ high-visibility orange cables
- 16’ Active high-visibilty
orange extension cable
Think Tank Bags “After buying my first Think Tank bag I knew it would be the brand I can trust
to carry my gear in any condition”
• Think Tank Airport International Roller Bag
• Think Tank Airport Commuter Backpack
• Think Tank Airport Essentials Backpack
• Think Tank Retrospective 20 Should Bag
• Think Tank Retrospective 7 Should Bag
• Think Tank Turn-style 20 Sling Bag
Lumix Camera Gear “A kit that is perfect for the weekend away and trips that require a small
foot print. My Lumix gear screams take me and lets go explore.”
• GX8 Mirrorless 4/3
• 35-100mm f2.8 (70-200mm)
• 42.5 mm f1.7 (85mm)
• 25mm f1.7 (50mm)
• 15mm f1.7 (30mm)
Additional Gear: “The bits and pieces that help a professional do their job can never be
forgotten. Here is a small sample of items that assist me on every assignment.”
REGISTER TODAY: WWW.OREGONPPA.ORG
• Photek Softlighter Umbrella with
diffusion - 36”, 46” & 60”
• Fotodiox Pro Octa(s) - 36”, 48” & 60”
• Sweet Light Systems 9x24 Strip Softbox
• Westcott reflector and scrim kit
• Sekonic Light meter
• Zoom H6 Field recorder
• Rode VideoMic Pro Plus
22 • FOCUS OREGON
FALL 2018 FOCUS OREGON • 23

OUR SPONSORS
Many thanks to our sponsors for their support of OPPA
Into The Light
While vacationing in Palm Springs, Wendy and her husband Lynn took a day trip to San Diego.
Wendy wanted to photograph Scripps Pier, next to Scripps Institute of Oceanography. At
first the light wasn’t very interesting, but Wendy continued to shoot. When sunset arrived,
Wendy was treated to this colorful display. She felt fortunate to have visited at just the right
time.
Please visit:
oregonppa.org/Sponsor-Offers
to see our exclusive members only offers.
Not a member? JOIN TODAY!
This was one of images Wendy added to her 2018 IPC case. It was one of the final landscape
photos she made on her last road trip. Wendy needed two more merits to qualify for a
medal at IPC. (Two images had already sealed at districts.) Into the Light not only merited,
it went loan and Wendy ended up with a Gold Medal for her last IPC. Wendy passed away
September 1. It made her really happy and proud to know she was going out on a high note
with her photography.
Wendy Seagren, M.Photog., AFP-OR
thruthelensephotography.com
24 • FOCUS OREGON
FALL 2018 FOCUS OREGON • 25

2ND THURSDAY
FREE MONTHLY
MEETING:
NIGHT WITH
THE PROS
The Fine Art of Printing
OCT
7
OCT
27
Inside the Competition
Workflow
Landscape Photography
With Doug & Laura Bennett
NOV
7
NOV
9
Think Like a Competition Judge
With Lisa Dillon & Bryan Welsh
LUMINATE
Annual Open Image Competition
NOV
10
NOV
11
LUMINATE
Classes by Tracy Page &
Bob Coates
OPPA Annual Banquet
DEC
12
FEB
23
Newborns & Babies: Safety,
Soothing & Sustainability
With Amy West
oregonppa.org
26 • FOCUS OREGON