Preschools can be one of the most consistent and scalable markets in volume photography…if you know how to do it right! Between nap times and toddlers who've never met a camera before, preschool picture day doesn't leave much room for organizational chaos. 

Lauryn Moore has built her entire business, Snap Happy Preschool Photography, around earning trust with her organizations, parents, and subjects. Originally a portrait photographer for over eleven years, she branched into preschools in 2022. In just four years, Lauryn grew from just four to around 45 schools a semester—so she's got a system worth borrowing.

PhotoDay was honored to host a webinar with Lauryn, where she shared everything from how she lands new schools to how to run smooth picture days, increase parent satisfaction, and maximize sales. Keep reading for expert tips to help you branch into and succeed in the preschool market.

A Morning that Works with Your Schedule

One of the main reasons preschool photography is such a great market to explore is because it happens at an “underutilized time of day”.

“The greatest thing about preschool photography is it's not being shot at the same time as sports. It's not being shot at the same time as weddings. It's not being shot at the same time as portraits.

If you are looking for a way to add revenue to your already existing photography business, you aren't going to find somewhere better than preschool photography because it just fits in such an underutilized time of day.”

— Lauryn Moore, Snap Happy Preschool Photography

Lauryn's preschool picture day mornings start around 8:00 a.m., with setup taking 15 to 20 minutes and the whole session wrapped up before lunch. After her first season, Lauryn said, “I don't ever want to do anything else. Preschools are it for me. It was fast, I could do it when my kids were in school, and then I could just sit back and literally watch the money come in.”

Each child gets only 1 to 2 minutes in front of the camera, yet the gallery still comes out feeling full of high-quality photos: four poses per child, three crops of each (horizontal, vertical, and a closer shot), plus enough playful interaction to keep the images looking natural instead of rushed.

Three Relationships, Three Different Messages

At its core, Lauryn's approach depends on trust at three levels, each with distinct expectations and needs.

Directors want ease. Minimal disruption, no parent complaints, no extra forms or money to collect, and a photographer who's in and out on schedule. Consistent communication does the heavy lifting here: reminders at 4 weeks, 2 weeks, 1 week, and the day before keep picture day on their radar without adding to their workload.

Parents want trust and clarity. They want to know who's photographing their child, how the process works, and how ordering happens without confusion. Clear, personal communication up front cuts down on follow-up emails after picture day, too.

Children need safety and fun. That means matching energy to the child. Quiet kids need a softer approach, energetic ones need play, sensitive ones need patience. Engaging props like a squeezeable chicken or a tickle stick help break the tension and produce a genuine smile instead of a forced one.

"You have to match their energy. If they are shy and quiet, you do not need to be squeaking that chicken…that's overwhelming. But if you get a kid who's coming and parkouring off of things, you better meet him where he's at, too."

Build Relationships to Win the School

Lauryn's director relationships start with a cold postcard, sent to every new preschool she finds, qualified or not. "It's the very first touch point." Next, she moves onto cold calling.

“If you are not cold calling while you are prospecting, you are leaving money on the table. You are leaving schools on the table. You have to get used to cold calling. That is how I book 95% of my schools.”

The first call doesn't need to close anything either! It's a relationship call: introduce the business, ask if picture day is already booked, find out who currently photographs the school, and get an email address and a decision-maker's name. 

From there, a drip of emails, director guides, check-ins, and process reminders keeps the school engaged. A visit only makes sense once it adds real value: a magazine with pricing, examples, staff intros, and reviews for the director, and a simple flyer for the front office.

Locking In Next Season At Picture Day

Before next year's calendar fills up, Lauryn rebooks schools for the next season on picture day itself whenever possible.

"We are asking for that rebooking at the picture day we're at."

When that's not possible, a follow-up email once galleries go live works nearly as well: check in on how picture day went, ask for feedback, and mention the next season while the experience is still fresh.

A Positive Experience for Children

What Happens When a Child Won't Smile

Not every child is ready to smile on command, and Lauryn never forces it. She always keeps the interactions gentle and low-pressure. Bringing in a confident classmate first can also help boost morale and lend confidence. 

When a child still needs more time, she snaps a few images anyway and sends home what she calls a “cry card,” a simple way to let parents know the team tried and to invite them to "come back next season, and we'll try again."

Keeping the Line Moving

For Lauryn's workflow, pre-registration keeps the day organized and the PhotoDay Capture app clean. If a child isn't in the app, they won't be photographed until they are added (which can happen on-site with just a couple of taps). That keeps names matched correctly and the line moving without confusion. 

Some schools skip pre-registration and photograph everyone instead. Either approach can work, as long as the workflow stays tight enough to finish on time.

Special needs awareness matters here too. When schools share information about sensitivities or exceptionalities in advance, the team can prepare quieter approaches, use assistants more effectively, and keep the interaction more respectful.

Babies get a simpler setup built around what they can actually do at that stage. Older preschoolers can follow prompts and play with props, which opens up more variety and more genuine smiles. Remember, the bigger your digital inventory, the more parents can order!

Pricing That Turns “Just Browsing” Into Bigger Orders

Lauryn keeps her price list simple and consistent across every season, so parents always know what to expect. Her structure gives families an accessible way in at every budget level: a low-cost digital option, affordable individual prints, and a full-gallery bundle. 

That bundle carries two prices: a limited-time discounted rate available only in the first two days after a gallery goes live, and a standard rate after that window closes. The lower entry points make it easy for any family to buy something, while bundle pricing nudges more families toward the bigger purchase.

Expert Strategies for Your Gallery 

Why the First 48 Hours Decide the Season

Right when galleries go live, orders start streaming in. Lauryn closely tracks the first few days to ensure parents are taking advantage of early incentives.

"Those first two days are so mission critical."

She offers a discounted bundle price for the first 48 hours to create urgency, which typically accounts for the largest share of orders throughout the season.

Rethinking How Long a Gallery Stays Open

Instead of expiring galleries after a few weeks, Lauryn keeps them open until the end of the season, which cuts down on notification fatigue. March and May galleries can expire together at the end of June, fall galleries near the end of that season, and Christmas galleries on their own timeline. Fewer, better-timed reminders are more effective than constant notifications.

Why Christmas Becomes the Biggest Gallery of the Year

Families want holiday images ready before their own plans get busy, which makes Christmas one of Lauryn's strongest seasons. Pre-registration, a tight shooting calendar, and careful scheduling to avoid overlap with fall all contribute to her success. 

Fun, themed sets that look different from season to season keep families interested, rather than feeling like they're seeing the same gallery twice.

After the Gallery Goes Live

Communication doesn't stop once a gallery launches. Families stay engaged with texts, flyers, school reminders, digital ordering, and a limited-time bundle deal. While many parents order the moment they see the images, families who wait usually just need a gentle nudge to let them know their photos are waiting for them.

The Real Lesson: Consistency From Day One

Set pricing clearly from the start. Decide whether sibling galleries combine. Choose a pre-registration approach and a gallery expiration model, and build the director and parent experience early. 

Lauryn built her business on this idea: families learn how a business operates over time, and consistency turns a single good season into a repeatable one. Watch the webinar replay to learn more tips and tricks!

Lauryn Moore's preschool photography playbook treats speed, trust, and pricing as a single interconnected system rather than three separate problems. Directors need ease, parents want clarity, and children need a calm, playful experience—and all three shape how smoothly picture day runs and how well the gallery sells afterward. 

Thankfully, none of this depends on luck! It depends on building the same reliable experience, season after season. You can learn how to do it firsthand from Lauryn with her membership-style education hub, Preschool Photo Academy.

She’s also teaching at PhotoDay Creates this December and leading a live demo with real children. Lauryn says, “The fun thing about that is you absolutely have no idea what's gonna happen.” You’ll see how she guides the session to create high-quality photos while keeping everyone engaged. 

PhotoDay Creates brings together the brightest minds in volume photography for three days of practical education, honest conversations, and meaningful connections. You'll learn from real studio owners sharing what's working today, what isn't, and the lessons they wish they'd known sooner. Save your spot today!