13d • 📞 Booking Preschools
The Intentional 12-Touch School Marketing Sequence
Okay, so on today's Marketing Meet Up we talked about touch points (and touching vs groping LOL) and what works for each of us. I went to Gerald and asked about additional touch points I may not be doing in my business and he gave me a 12 touch sequence that I actually don't hate at all, and if you break this down by months, it's a year of light touches to stay front of mind. What do you think?
The Intentional 12-Touch School Marketing Sequence
Goal: Move schools from “Who is this?” → “We like her” → “We trust her” → “Let’s try her”
Each touch has a purpose. Nothing is random.
TOUCH 1 — Warm Awareness (Mail)
Format: Postcard
Purpose: Introduce your name + face
- Bright, happy, kid-forward
- One clear sentence: “We specialize in stress-free, personality-filled school portraits.”
- No call to action beyond website or IG
This plants the seed.
TOUCH 2 — Soft Digital Reinforcement
Format: Email
Purpose: Connect postcard → human
Subject ideas:
- “Hi from a local school photographer ”
- “Quick hello from Snap Happy”
Content:
- Who you are
- Why you love schools
- 2–3 bullet points on how you make picture day easier
Now they recognize your name.
TOUCH 3 — First Phone Call
Format: Call
Purpose: Gather intel, not sell
You’re asking:
- Do they have a photographer?
- Are they happy?
- Who’s the best contact?
Even a voicemail counts as a touch.
TOUCH 4 — Handwritten Note (After Call or Voicemail)
Format: Card
Purpose: Be human + memorable
Example:
“So nice to connect (or attempt to!)—just wanted to say hello and introduce myself.”
Almost no one does this. That’s why it works.
TOUCH 5 — Value Letter (Mail or Email PDF)
Format: 1-page letter
Purpose: Position authority
Topic ideas:
- “5 Ways to Make Picture Day Easier on Teachers”
- “What Parents Appreciate Most About School Photos”
No selling.
Soft PS only.
This says: I know schools.
TOUCH 6 — Social Touchpoint
Format: Follow + engage
Purpose: Familiarity
- Like a few posts
- Comment genuinely once
- Maybe share a post to stories
Now you’re not a stranger.
TOUCH 7 — Second Call (Different Angle)
Format: Call
Purpose: Re-open the door
Script angle:
“Just wanted to follow up and see if you’re still happy with how picture day has been going.”
This is respectful, not pushy.
TOUCH 8 — Sample Print Mailer
Format: 5x7 or 8x10 print
Purpose: Emotional impact
Short note:
“This is the style of image families in our schools love most.”
Images sell what words can’t.
TOUCH 9 — Nurture Email (Story-Based)
Format: Email
Purpose: Build trust
Story ideas:
- A nervous kid who ended up smiling
- A director who switched and felt relief
- How you handle tears, chaos, weather, etc.
Directors care about outcomes, not features.
TOUCH 10 — Director Appreciation Touch
Format: Card / small drop-off
Purpose: Relationship
- Teacher appreciation week
- Director appreciation day
- End of school year
No pitch.
Just gratitude.
This is where loyalty starts.
TOUCH 11 — “Not Yet Is Okay” Email
Format: Email
Purpose: Remove pressure
Subject:
- “For when the timing is better”
- “No rush—just here when you need me”
Content:
- Acknowledge loyalty to current photographer
- Invite future conversation
- Ask permission to stay in touch
This keeps the door wide open.
TOUCH 12 — Final Check-In Call or Email
Format: Call OR Email
Purpose: Close the loop
Angle:
“I’m planning our upcoming seasons and wanted to check if you’d like information for future picture days.”
Clear. Kind. Confident.
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The Intentional 12-Touch School Marketing Sequence
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