How much should I charge for something like this?

[shiningstardv]

I am kind of new to selling my photography work, but recently got asked my prices via a contact through my video business. Anyways, I don't know what to charge, but this is what the client wanted:

At a high school graduation ceremony, there will be about 150 graduating students. She wanted a picture of each student printed. This isn't a studio type thing, but rather something more casual--like just pulling each student aside and snapping a picture. Then she wanted 150 prints, one of each student, in a 5x7 format. It costs me about $2 a print to do a 5x7 once all (material) costs are taken into account.

My equipment for this shoot will include a 20D with 580EX w/ Omni-Bounce, a 70-200mm f/2.8, and other assorted lenses. My guess though is that I will be mostly using my Tamron 28-75mm.

Any ideas what I should charge per picture? I am new to selling my still photos, but not new to taking them, and I am confident I can do the job well and please my client.

Thanks for your help!

[IndyJeff]

Well there are several ways you can approach this, the idea of just getting a snap shot of each is not a good idea. Will you have a list of everyone and chase them down to make sure you get each kids photos? Confusing and hard to do, to say the least. I can almost guarentee you that someone will be overlooked.
I would ask that a spot be set up off the stage where they will walk by after graduating. A taped X on the floor where the person will stand and you shoot each one as they walk off the stage, diploma in hand, big smile already there and one of the most joyus occasions in their short life so far. Be sure to go to the graduation practice and that everyone knows they are to stand on the x when they come off the stage. At the practice I would shoot it just as I would for the graduation. You can get home take a look and make sure you have good shots, exposure, shaprness, color etc. On the big night an assistant will be needed to make sure they do it to and to help get them where they are supposed to be. Each one should take less than 10 seconds.

Now as for pricing, I would think $7-9 would be a decent price. A bit on the low end for such an occasion but if this one person is paying for them you don't want to scare them out of doing it. Also will you be able to offer prints to the parents? If you can do that, each person should get a business card as they walk away from the photo area. Also where people come in to the venue if you can set up a table where they can get info on ordering prints would be great. Be at that table at the end of it, or at least your assistant should be there to take orders.
If you will be able to sell to the parents then a price break down to maybe $5, maybe less for the person ordering the whole class would be ok.

All of this is going to depend on what the person paying for it is expecting to pay.

[tofuboy]

At my college graduation (1000's of students), there a handful of photographers snapping pictures as the students were walking onto the stage, receiving the "diploma", and shaking hands with the president of the school. It would be a good idea to find out exactly what kind of picture that customer wants taken. Having a spot on the side of the stage as the students exit is a great idea.

As for cost, don't just factor in how much it costs you to get them printed, factor in your time, your equipment (it doesn't pay for itself). As for pricing, I think something around $7.50 is reasonable. Keep in mind this person is pretty much doing a bulk order. As IndyJeff mentioned, see if you can set up a booth where you can off prints of different sizes to the parents... at a regular price for whatever size they choose.

The picture packages the photography company that photographed my college graduation wasn't cheap, but they also didn't have a gauranteed sale either.

[pradeep1]

At my college graduation, the photographer had a little side area where you can stand and get your photo done. Had a mini-studio set up on the spot, which was cool. You can hand hold or use just a tripod with a simple backdrop if you have the space. One thing they did do for our graduation ('97, Georgia Tech, 2500 grads) was that each person coming up to the stage said their name into a microphone before their photo was taken. Maybe he had some type of system to tag each photo with a voice note or something, but this is an idea you can use. Just have the kids say their name before the photo, so you have a record of who's who. He had another guy with him who took photos of you shaking hands with the president. He did the main mini-studio setup. Enclosed inside of our little diploma package was a little yellow flyer with his website info. for us to go online to look at and request proofs. After paying, he mailed us the photos within a month.

Pricing-wise, I think the photographer at my grad. charged $15 for 5X7 and $25 for 8X10. Packages with wallet sized photos, 5X7s and 8X10s were also offered starting at the $50 range. I'd say you can offer the same, but cut your pricing in half.

It worked well and he must have scored big to get an event like that.