Zoe McGrath Photography
Capturing the bond between people and their dogs.
Family pet photography, from the first enquiry to artwork on the wall · 2021 to 2024
“The best part about hiring a photographer is that you don’t have to worry about how your dog behaves. That’s my problem!”
Capabilities
- Client experience
- Planned each step a client went through, from their first enquiry to collecting their artwork.
- Email journeys & CRM
- Set up email templates for every stage in Sprout Studio, from the guide request through to feedback.
- Planning & questionnaires
- Wrote questionnaires that shaped each session around the dog’s personality and training.
- Print & guide design
- Designed the Photography Guide, Product Guide and price list clients received before booking.
- Campaigns & landing pages
- Ran the Dog Mums of Brisbane campaign, with a landing page, entry form and thank-you video.
- In-person sales
- Hosted reveal and ordering appointments, with a slideshow made for each client.
Software
- Sprout Studio
- Client records, email templates, questionnaires, contracts and invoices.
- WordPress & Elementor Pro
- The website and the campaign landing page.
- Lightroom Classic & Photoshop
- Editing, retouching and combining frames.
- Premiere Pro
- The reveal slideshows made for each client.
The business
A dog photographer first.
I love capturing human families too, but I focused on the connection a family has with their dog, rather than popping the dog into a family session.
Lexie is my heart dog. Our bond grew through training in agility, disc, obedience and tricks, and I learned so much about shaping, luring and patience. She can be temperamental around other dogs, so when clients came to me worried about their own dog, I understood. I lived with it too.
Sometimes dogs are shy and need time to warm up. I often became known as the treat lady, handing out treats while clicking my camera off to the side. And sometimes a tail between the legs tells the whole story, so we moved on to other fun stuff.
Building it from scratch
2021 was mostly free sessions, practising and learning. In January 2022 I started working with Jess McGovern from That Tog Spot as my mentor, training in photography and the business side. That’s what gave me the confidence to start offering my services to others.
I ordered product samples, built the website with blog posts and examples, and ran dog photo sessions at local cafés. Then I launched with a giveaway. Everyone who entered received a personalised fridge magnet for their dog, which I laser cut and posted with a thank-you voucher. A few weeks later I followed up with a phone call, and some of those entrants became clients, including Chantelle.
A closer look
The launch gifts
Making the launch gifts
People and their dogs
People often came to me wanting photos of their dog, but the ones I loved most had them together. I love capturing paws and hands, dogs with legs and lots of kisses. Chantelle had never had the chance to be in photos with Cooper, and that’s exactly the kind of photo I wanted to give people.
Getting there was about making everyone comfortable. I’m bubbly and definitely goofy, and I make lots of crazy loud noises to get a dog’s attention. I also know when to relax and stay calm around a dog who’s over excited, a little nervous or shy. Before the session I helped with outfits so people felt good in front of the camera too, and for one family I arrived early to set up a little treasure hunt for the kids.
Most of all, I wanted the dog to be having fun. There’s nothing worse than a photo of a dog with worry across their face, so we took plenty of breaks to run and sniff.
A closer look
Pet portraits
People and their dogs
Portraits
Three frames, one portrait
Guides that answered the questions first
It’s difficult putting a monetary value on memories and keepsakes, and price is often the question people don’t want to ask. So the guides answered it before anyone had to.
The Photography Guide walked through the whole experience. The Product Guide and price list showed the artwork, from fine art prints to boutique albums and wall galleries. Clients typically spent between $1,200 and $2,500, with a lay-by plan for anyone who wanted that extra treasure.
The Location Guide showed my favourite spots across Brisbane, with what each one offered, where to park and the best time of day. It helped clients choose a place that suited their dog, like a river for swimmers or a quiet spot for dogs who are easily distracted.
A closer look
The client guides
Guides & pricing
One client, start to finish
Chantelle and Cooper
How we met
Chantelle entered my launch giveaway, so she received one of my little gifts, a personalised fridge magnet, along with a thank-you gift voucher. I phoned her a few weeks after I’d sent it out and she immediately made me feel relaxed with her beautiful warm nature.
We arranged to chat again a few weeks later about a photo session with her heart dog, Cooper, who was 11. She really wanted some beautiful photos of them together, as she never got the chance to take photos with him.
Planning the session
Chantelle filled in my questionnaire, then we talked it through on the phone. Her biggest goal was to capture the connection between them and the way Cooper looked at her. Afterwards I sent her a summary of everything we’d planned, from what to wear to getting Cooper ready.
We wanted somewhere quiet with minimal dog distractions, so I went out scouting with Lexie and found Bunyaville Conservation Park, with walking trails and heaps of logs and fallen trees. The day before, I sent a few tips to help with the nerves. Dogs pick up on your energy, and I didn’t want her feeling like Cooper had to perform perfectly. That’s my job.
The photo session
Cooper is an absolute charmer and gives the softest kisses. He was a little nervous of new sounds, though. Before I begin photographing, I like to click my camera around the dog without pointing it at them, to see if they’re comfortable. We quickly realised Cooper was nervous of the shutter noise. We tried a few treat rewards to help him through, but in the end the best option was to switch the shutter to silent. With some cuddles from mum, he was all set.
We then moved to the fallen logs to capture a few ‘Lexie photos’. Chantelle had followed Lexie on social media since she was a puppy and loved the artistic photos of her on logs. To our surprise, Cooper bounded up onto the big fallen tree, did turns on the spot, sat and even lay down. We parted with a hug. I’m a hugger, and of course Chantelle turned out to be a hugger too.
The reveal
A few weeks later, Chantelle came to my place for her reveal. We watched a slideshow of her photos, then took our time choosing her favourites and how she’d display them at home. I nearly welled up in tears as I handed the tissues across. Her order came to $2,721, including a framed canvas wall gallery, ready in time for her birthday.
Collecting her artwork
I asked Chantelle if she’d mind me recording her reaction when she came to collect her photos. She said of course, but that she was likely to ugly cry. I thought her tears were perfect. We ended up having such a lovely couple of hours together drinking coffee and chatting, while Buddy and Lexie lapped up all of her attention.
A closer look
Collecting the artwork
Collecting the artwork
The reveal slideshow
“Zoe was amazing! Totally captured the essence of what I wanted in my photos with my dog Cooper! Communication before, during and after our session was great and she made both Cooper and myself feel comfortable and relaxed. Presentation of my photos was fantastic and I loved how she made us feel special.”
The system behind it
Behind Chantelle’s experience was a system every client moved through. I set up each stage in Sprout Studio with its own email templates, questionnaires, contracts and invoices. The templates did the heavy lifting, so I had time to make each one personal.
- Lead generationGuide Sign UpInformation GuideEmail EnquiryChristmas Mini Session
- PlanningLet’s Begin PlanningBook a phone chat
- BookingBooking Thank YouConsultation Follow-upPre-Session EmailDay Before Session
- RevealReveal AppointmentAfter Reveal Invoice
- DeliveryArtwork CollectionFeedback
A closer look
Examples from Chantelle’s journey
A few examples from Chantelle’s journey
See every email and form
A closer look
Every email and form
Emails
Forms & the reveal
Bringing new clients in
For Mother’s Day I ran the Dog Mums of Brisbane campaign. A blog post led to a landing page offering a complimentary session, with a $100 product credit to use at the reveal.
The entry form asked about the dog and what the session would mean to them. Once someone entered, a thank-you video from me played on the next page.
A closer look
The Dog Mums campaign
Dog Mums of Brisbane
Race Images
Working with Scott at Spartan and Tough Mudder
In 2022 I started photographing Spartan Race and Tough Mudder events with Scott Sheppeard, the owner of Race Images, and I still travel around Australia to shoot them. Out on the course I capture the action, then select, edit and publish photos to social in real time, working across several photographers’ feeds. My title today is Event Photographer and Participant Engagement Specialist.
The loud one on the course
Over time I’ve become part of the community. I get mud hugs from lots of the competitors, and I’m known for cheering everyone on. They can usually hear me from a distance and know they’ll see me soon! haha
You won’t find me hiding in a bush somewhere. I’m the loud mouth telling them they’ve got this, or at the finish line having fun with them and asking for crazy poses. Those photos in the Hunter Valley vineyard? There was no reason for them to jump other than the crazy photographer screaming “jump!!” That’s me, bringing the fun to a course that’s hard, tiring and a real achievement.
I completed the 5km obstacle course!
One year I did the 5km Spartan race myself. It was so difficult for someone who normally sits behind a computer. My hands were shredded from slipping down a rope and not letting go in time, and I was literally in shock at the pain. haha But I did it! I finished the course, and now I have a better appreciation of what they go through.
The awesome foursome
The best part is being part of the main crew, the awesome foursome: Scott, Steve, Ksenia and me. We all have our own strengths and love to challenge each other and push our skills. It’s always fun to tease each other when our photos are used to promote the main brand. I think Steve is winning (he is our editorial guy after all), but I have quite a few chosen photos too!
The friends and connections I’ve made throughout the community are amazing. It’s genuinely wonderful to combine a love and a skill within a community, and capture real memories people will cherish forever.
A closer look
Race Images
Race day
Behind the camera
“I would like to say a huge thank you to all the photographers but give a special shout out to the lady at the top of the hill at the bucket carry! Her words of encouragement for each racer that came through were amazing, and definitely a huge boost to keep people going.”