Case Study: Heather McKay, McKay’s Photography

Organization Profile: McKay’s Photography, led by owner Heather McKay, specializes in the "Love" photography of weddings, "Life" portraits with family, seniors, children, pregnancy and baby pictures and "Living" photojournalism moments including bands, snowboarders, special events and places. McKay is president of Greater Rochester Professional Photographers and is a member of Professional Photographers of New York State and Professional Photographers of America. She received Wedding Wire’s "Brides Choice Award" in 2009 and earned her Bachelor of Fine Arts degree in photography from Rochester Institute of Technology.

Summary: Since 2005 McKay has used DigiLabs software to efficiently create online photo proofing galleries for customers. The program’s templates save her time because she does not have to create designs from scratch. The business has seen a huge increase in print sales overall and a definite uptick in referrals since using DigiLabs, all because McKay’s Web site is now so easy for clients to navigate and to complete purchases.

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DigiLabs Brings Quality Into Focus for Rochester, N.Y., Photography Studio

Heather McKay knows photo quality, and she’s got the professional experience to prove it. Not only is she the owner of her own studio, McKay’s Photography, she is also the president of Greater Rochester Professional Photographers, and a member of the trade organizations Professional Photographers of New York State and Professional Photographers of America. If that wasn’t enough, she worked in a photo lab for 10 years.

With such a dedication to excellence, McKay looks to DigiLabs Pro and its online proofing and fulfillment services to help her maintain the high standards she has set for her business, which photographs weddings, portraits and other live events. By using DigiLabs to set up web galleries for clients to review their images and offering DigiLabs’ Pro premium photo products, such as coffee table books, McKay has the confidence her customers’ orders will always be spot-on.

"I’m really particular about quality for my customers. They are not just buying pictures, they are buying heirlooms that will get passed around family parties and shared between generations," said McKay. "I’ve never had a problem with DigiLabs, which in this business is invaluable. DigiLabs has made my life a lot easier."

Since 2005, McKay has used the DigiLabs Pro software to efficiently create web galleries for customers. The program’s templates save her time because she does not have to create designs from scratch, she said. Also, she produces a DigiLabs proof book for all of the weddings McKay’s Photography shoots.

McKay said the studio has seen a huge increase in print sales overall and a definite uptick in referrals since using DigiLabs, all because, she believes, her Web site is now so easy for clients to navigate and to complete purchases. She also distributes postcards at weddings and other events to refer potential new customers to her online galleries created with DigiLabs.

"I’ve been very proactive marketing my business on social networks including Facebook and Twitter for years, but referrals still must come to my website to reserve new events or to make purchases. The online gallery is imperative for getting my name out there," said McKay. "It’s an ideal scenario using DigiLabs because the galleries all have my own branding. It’s very clear that these images are my work, and any sales go to me and not a third-party company."

McKay also appreciates DigiLabs’ streamlined ordering process, especially for wedding services. Most customers ordering prints and other photo products are not the bride and groom but family and friends, she said. Many parents of the couples want a good looking parent album that is inexpensive and not as large as a traditional wedding album. With DigiLabs, McKay can suggest a range of custom covers or number of pages or other elements to find the perfect fit for her customers.

"As a professional photographer, you’ve got to work within your clients’ budgets. It’s great that DigiLabs has a range of products. For example, parents of the bride or groom are not going to spend thousands on a traditional flush mount album, nor are they going to devalue high quality prints by putting them into slide-insert photo album. With DigiLabs, I can offer them a selection of designs and price points to meet their needs," said McKay.

Beyond the products, McKay has stuck with DigiLabs also due in large part to the first-class, attentive live customer service. For example, she said she has received a call from her DigiLabs sales manager with money-saving suggestions for her business and her clients. She also has started using the drop-shipment option to save time by having DigiLabs send some orders directly to her customers.

"I’m not planning to expand my business into a large corporation, but time is money. The more DigiLabs can help me with the operations, the more time I can devote to my clients and my craft," said McKay.

About DigiLabs Pro
DigiLabs Pro provides professional photographers with a comprehensive, cost-effective and flexible online proofing and fulfillment solution with advanced tools and widely popular product creations. DigiLabs remains invisible in to end customers, showcasing only a professional photographer’s brand. Offerings include e-commerce services such as web galleries, highly customizable flush mount albums, coffee table books, proof magazines, greeting cards, calendars and superior photo printing services. DigiLabs’ iPhone application allows photographers’ clients to access web galleries and to make purchases, anytime and anyplace. Thousands of photo professionals rely on DigiLabs products and services to help make their businesses more profitable and to distinguish themselves in their field. Founded in 2001 and based in Palo Alto, Calif., DigiLabs Pro is a privately held company. More information is available at http://digilabspro.com.