My First 5 Years in Business

I count this time, not from when I started learning the in's and outs of wedding photography in 2010, rather when I wholeheartedly jumped into entrepreneurship to bring this deepened purpose into a whole new light, Ashley Strong Photography, of which is now Ashley Strong Smith. In its initiation, I had no formal training, just five years of non-profit experience, an African history and marketing degree, inspiration from my travels from around the world and all the love, determination and immense need to share my purpose with the world.

I came back to the country after being away with all but $700 to my name. I had an old car that I joyfully relied on, parents that didn’t mind me inhabiting my childhood room and a massive knowingness that I needed to do this and I needed to do it now.

How was I even going to manage this?
I had been away for so long and before leaving, I had the whole 9-5, bi-weekly paycheck, healthcare, thing going on.

1. I immediately updated my website. Turned my personal instagram page into business page. Revamped my business facebook page.
   
   
2. From there, I created a flyer promoting 25% off all photography services if booked within the next three months. This, this served as my advertising.
   
   
3. Then, it was time for email. I sent personal emails to all those souls I had documented before I left (when it was just a side hobby) as well as friends, family and old co-workers. I offered discounts to them and referral discounts to those they shared the information with. Although this generated news of me being back home and expanding on my photography, it did not bring any income.
   
   
4. Next, I grabbed the San Diego and Orange County “Book of Lists.” This is a magazine put out early quarterly or yearly of all the non-profits, major donors, you name it in the county. I immediately started doing research. Anyone whose mission resonated with me went into a spreadsheet. Their name, website, contact phone and email. You better believe I cold called each and everyone of these souls. Yes, cold called. I introduced myself, hopefully with them on the other line, if not, on their answering machine. I then, immediately following up with an email linking it to all the important contact information.
   
   
5. All the while, I reached out to all the photographers I had known to let them know I was in town and very interested in shadowing, assisting and second shooting. This, this was one of the smartest decisions I had made. Al though I got paid very little to shoot for other photographers, it taught me more than imaginable about my camera, clients, the wedding industry, you name it. I even sent emails to a few photographers I had never met before, but admired and followed their work. I’ll never forget sending an email to Laura Grier of Beautiful Day Photography. Within hours of sending the email, I received a phone call. It was Laura. She so excitedly said, “If you can get up to Napa in a few weekends, you can shadow/ shoot with me.” My heart dropped. Are you serious? A photographer of that caliber so willing, so able to invite me into her sphere. You better believe I went to Ross to buy a couple new outfits, got an oil change and drove up there exactly when she asked. Again, another one of the best decisions I could have made.
   
   
6. From there, it was time to connect with other people. To spread the word. I immediately began research networking groups. Years ago, I had been invited to a group called NC25 in Encinitas. I still had the invite card. Not knowing if it even still existed, I showed up at the time, date and location in which is said meetings were held. The photography spot was open (as it was a category exclusive) networking group and the ladies welcomed me with open arms. At first, the $50 fee seemed like a lot, but as the months went on, the $50 investment began to double, then triple, then quadruple. Not only did I get the opportunity to share with so many ladies my business, but it gave me the change to work on my public speaking, presenting myself and my business. Ultimately, it served as a huge inspiration. Every Tuesday, I wanted to share something new, something exciting. And you better believe, every Tuesday I brought everything I had.
   
   
7. From there, momentum started to build. I began getting enough emails to start a newsletter. I got asked to do all kinds of events, some paid, others for nearly nothing or nothing at all, but I took every possible one I could as it was a way to hand out a business card or two and get my name out there.
   
   
8. Eventually, I had enough money to start advertising. I made the mistake of spending money on YELP. Friends, please DO NOT waste your time or money on this platform. That company, lacks any bit of ethics and customer service. Next, since I was getting into weddings, I advertised on Weddingwire. Although this brought in a few weddings, it didn’t feel like the right fit. After my year contract with them ran it’s course, I did some research and decided to give The Knot a try. I’ve been advertising with them since and although it doesn’t bring in leads, it does create an amazing online presence.
   
   
9. This leads me into reviews. Over the past three years, I’ve won various awards. How did I do so? I emailed every client (not just once, not even just twice) and asked them to leave a review. This, this in itself is the best kind of marketing. It created credibility. It created a space for clients to leave feedback. I’ve been blessed for almost all my reviews, to be positive. But, you better believe I’ve gotten complaints over the years.

All of this happened in the first couple years. From there, what I did intensified. 
With in the past five years I’ve: 

• Adopted a customer database where I create/send agreements 
• Created a business plan 
• Hired an office assistance 
• Hired shooting assistance for wedding days 
• Hired second shooters 
• Upgraded all my equipment 
• Creating robust internal systems 
• Co-authored a book 
• Hosted a Cultural Art Show 
• Intentionally collaborated with other photographers and souls within the industry 
• Thorough committed to personal development 

In addition, here are year by year accomplishments that reflect some of the previously mentioned work: 
2015 Accomplishments 

1. April 5th, 2015 - with $700 to my name and living at my parents house, I launched ASP as a all encompassing business 
2. Documented 62 sessions 
3. Documented 5 weddings 
4. Lived in Cape Town, South Africa for 3 months 
5. December - Daniel Sean Smith proposed to me at Creation Winery in Cape Town, South Africa 

2016 Accomplishments 

1. February 2016 - Documented my first international wedding in Cancun Mexico 
2. October - Documented my first destination wedding in the U.S. 
3. Lived in Cape Town, South Africa for 3 months 
4. November - my fiance’s fiance was finally approved after three years to immigrate to the U.S. 
5. Documented 85 sessions 
6. Documented 10 weddings 

2017 Accomplishments 

1. January 21st, 2017 married my sweet hubs 
2. March 2017 - Hired my first office magician, Angie
3. Documented 109 sessions 
4. Documented 25 weddings 
5. Won 2017 Wedding Wire Couples Choice Award
6. Won 2017 People Love Us on Yelp Award 
7. Rebranded with new logo and website 
8. Added a tagline “Photography Connections & Time Capsule Creation 
9. Co-Authored a book with 5 other ladies - “In Her Shoes”

2018 Accomplishments 

1. Documented 120 sessions 
2. Documented 15 weddings 
3. Published in print for the first time - Ceremony Magazine 
4. Won 2018 Wedding Wire Couples Choice Award
5. Redefined brand - Love. Life. Culture 
6. March 2018 - held first ever ASP Cultural Art Show (huge success) 
7. Photographed biggest lifestyle shoot ever for Nordstrom
8. Became a Corporation- Strong Smith, Inc. in September of 2018

2019 Accomplishments 

1. Documented 66 sessions 
2. Documented 12 weddings 
3. Won 2019 The Knot Award
4. Won 2019 Wedding Wire Couples Choice Award
5. March : Launched a monthly gathering of women at my house, Sisterhood Circle 
6. April : hired a wedding editor 
7. April :  hired a wedding associate and magical content creator 
8. Took 3 months off to welcome my little lady 
9. July 11th : My daughter Orion was born after 24 hours of an all natural labor 
10. September - hired a bookkeeper 

2020 Accomplishments (and counting) 

1. Won 2020 Couples Choice Award (Wedding Wire) 
   
2. New tagline : Documenting love, spreading love. 
3. Created first merchandise - reusable canvas bags 
4. April - celebrated FIVE years in business with my first ever video series
   
5. Experienced first pandemic - COVID -19 (CoronaVirus) and two state wide shut-downs 
6. Got published in Munaluchi Bride Magazine TWICE 
7. Received The Best of the Knot for 2021 
8. Documented 10 weddings (2 weddings + 8 elopements) 
9. Documented 76 sessions (couples, families and lifestyle) 
10. My husband graduated fire academy and became a firefighter for OCFA