Valentine’s Mini Sessions for Family Photographers: Your December Marketing Game Plan

If I were sitting across from you as your Fractional CMO for your family photography business, there’s one thing I’d definitely bring up in December… and it’s probably not what you think.

Yes, we’d talk about your finances, SEO, long-form content, and overall marketing plan (because those matter). But I’d also ask you this:

“What’s your plan for February—and specifically, for Valentine’s mini sessions?”

Instead of waiting until late January to decide, this post will help you use December to map out, market, and systematize your Valentine’s minis so that February feels calm, profitable, and intentional… not chaotic.

This blog post is based on a YouTube video that’s also been repurposed into an episode of The Systems & Workflow Magic Podcast, because I love creating content that works hard for you in multiple places.

🎥If you would rather watch the YouTube version, click below:  

🎙️If you would rather listen to the Podcast version, click below: 

Let’s walk through your December-to-February Valentine’s mini session plan step by step.

Step 1 – Decide Who Your Valentine’s Minis Are For

Before you design a set, order a backdrop, or write a single Instagram caption, you need to decide who this offer is really for:

• Children’s Valentine’s minis (kids-only, perfect for milestone-style portraits)

• Couples Valentine’s minis (date-night feel, fun and romantic)

• Or a hybrid, where you have clear time blocks or separate days for each

There’s no wrong answer here. But your positioning should be crystal clear, so:

• Your clients know exactly who these sessions are designed for

• Your marketing feels focused instead of “these are for everyone!”

• Your set, colors, and copy all support one clear vision

If you decide to do both kids and couples, consider:

• Separate time blocks (e.g., morning for kids, afternoon for couples)

• Or even separate days, so your messaging is clean for each audience

Step 2 – Choose a Simple, On-Brand Theme

A seasonal mini doesn’t need to be complicated to be fun. In fact, I’m a big believer that less is more.

Think through:

• Color palette

  • Classic reds, whites, and pinks

  • Soft, neutral Valentine’s tones

  • Or something trendy, like incorporating the Pantone Color of the Year if it fits your brand (the color of the year is normally announced this time of year anyway, so this gives you a great time to assess and see if you want to incorporate that trend into your shoot)!

• Props + set pieces

  • A simple bench or loveseat

  • A heart-shaped garland or heart balloons

  • A few tasteful florals

  • A clean, studio backdrop

Ask yourself:

• Is this easy for my families/couples to dress for?

• Is this easy to reset between sessions?

• Does this align with my brand and the kind of work I want to be known for?

If your setup involves glitter bombs, confetti cannons, or anything that takes 10 minutes to reset, Future You will not be thrilled on mini session day. Keep it simple. Keep it repeatable. Keep it you.

Step 3 – Think Through Location and February Weather

Let’s be realistic about the weather.

Here in Nashville, February is unpredictable—cold, rainy, and sometimes even a little snowy. That means my Valentine’s minis are almost always indoors.

Ask yourself:

• Do I have my own studio space?

• If not, what studios can I rent that fit my brand and budget?

• Are there indoor locations with good natural light that make sense for these minis?

Now is the time in December to:

• Reach out to studios you love

• Confirm availability and pricing

• Get any contract details squared away so you’re not scrambling mid-January

Step 4 – Use December for Props, Test Shoots, and “Trailer” Content

Once your theme and location are finalized, December becomes your prep and teaser month.

Here’s what to do now:

Order props and backdrops

Don’t wait until late January when shipping delays are common and popular Valentine’s decor is picked over. Order your:

• Backdrops

• Garlands

• Pillows or small decor

• Any special props

Build and test your set

Even if it’s rough, set things up and take a few test shots. This helps you:

• Make sure the set photographs how you imagined

• Spot any awkward angles, clutter, or color clashes

• Capture marketing images you can use in your blog, email, and social posts

Schedule a mini marketing shoot

Invite:

• A past client’s family

• A couple you love working with

• Or even your own kids or spouse (if they’re willing 😅) (I’m going to be real with you…my own children would loathe this…so this is why I always work with family friends or my sweet nieces)

Use this to create:

• Website and blog photos

• Instagram feed + story content

• Any other types of social content where you are marketing yourself normally (think Top of Funnel)

Think of this like creating the movie trailer for your Valentine’s minis. You’re warming people up visually long before you drop the actual booking link.

Step 5 – Choose Two Top-of-Funnel Platforms and Commit

This is where a lot of photographers get tripped up. Slower season hits, and you think, “Maybe I should finally start a TikTok, Pinterest, LinkedIn, AND a podcast…”

Friend, no. Not right now.

For your Valentine’s mini sessions, I want you to pick one or two top-of-funnel platforms and go all-in on those:

• For me, that’s:

  • My blog (SEO + long-form content)

  • Instagram (reels, grid posts, and stories)

Pick the platforms where you:

• Already show up consistently

• Know your people are hanging out

• Can realistically maintain a rhythm between now and February

Then create a simple content plan:

On Instagram, you might:

• Share BTS of your set-building and test shoot

• Post reels about:

  • Why you’re offering Valentine’s minis this year

  • Outfit ideas for kids or couples

  • A gentle nudge to families who “meant to” book holiday photos but didn’t

• Use stories for:

  • Countdown stickers

  • Polls (“kids minis, couples minis, or both?”)

  • FAQ slides (“Are pets allowed?” “How long are sessions?” etc.)

On your blog, you might:

• Publish a Valentine’s minis blog post in December with:

  • Outfit color palettes

  • Sample photos from your test shoot

  • General tips for Valentine’s / couples/kids sessions

• Make it as evergreen as possible, so it can:

  • Serve this year’s Valentine’s minis

  • Be reused for next year with minimal updating

• Include:

  • A link to join your mini session email list

  • Or a link to join your general mini session interest list year-round

Step 6 – Build Your Email Marketing Plan in Flodesk

Middle-of-funnel = email marketing.

If Instagram disappeared tomorrow, your email list would still let you fill your minis. That’s why I lean on Flodesk to send weekly emails to my family photography community.

Here’s how you can use email to support Valentine’s minis:

1. Create a segment for mini session interest

   • This could be a general “Mini Session Interest” segment

   • Or a special tag for “Valentine’s Minis (insert year).”

2. Add buttons or links in your December emails

   • “Click here if you want first dibs on Valentine’s minis”

   • Anyone who clicks gets auto-segmented in Flodesk

3. Send warm-up emails in December and January

   • Teasers of the set

   • Styling tips

   • A “you missed holiday minis? Here’s your second chance in February” message

4. Offer a December-only early bird perk

   • A small discount

   • A free print credit

   • A mini-album upgrade

This way, by the time you officially launch, you already have a list of warm leads who raised their hands.

Step 7 – Systematize Everything in Dubsado

This is the part where many photographers either shine or sink. Because it’s the holidays and you’re tired, it’s easy to think, “I’ll just have people DM me to book.”

That’s how things fall through the cracks.

Instead, I want you to set this up inside your CRM (I use Dubsado)!

• Create a scheduler for your Valentine’s minis

  • Choose the date(s)

  • Choose the time increments (10, 15, or 20 minutes)

• Attach:

  • A mini session contract

  • Invoice

  • Questionnaire (if needed)

• Add automated emails, such as:

  • Confirmation email

  • Reminder email (a few days before)

  • Day-of reminder with address, parking, and what to expect

  • Follow-up email with gallery + upsell if you offer it

If you’re not sure what puzzle pieces you need, grab my free Dubsado Mini Session Roadmap to walk you through everything step by step.

Step 8 – Clearly Communicate Expectations & FAQs

Clear expectations lead to smoother mini-sessions and happier clients.

Make sure your landing page, emails, and social content answer:

• Who are these sessions for?

  • Kids only? Couples only? Both? Families?

• How long is each session?

• How many images are included?

• What should they wear?

• Are pets allowed?

• Where do they park?

• Is there a restroom on-site?

Don’t be afraid to repeat these details in multiple places. People do not read everything the first time. Sprinkle the FAQs:

• On your mini session page

• Inside your confirmation email

• Inside your reminder email

• In Instagram story highlights

Step 9 – Use Membership-Level Support if You Want Weekly Guidance

If the idea of staying consistent with content between now and February feels overwhelming, that’s exactly why I created The Family Photographer’s Marketing Society.

Inside the membership, I:

• Give you a weekly strategic marketing plan in a Google Doc

• Use my 4C Method to help you create content that speaks to clients at every stage of the journey

• Help you think 6–8 weeks ahead, instead of posting on the fly

It’s ideal if you want to:

• Stay visible during the holidays (and stay consistent throughout the year) 

• Have a clear promotional plan for things like Valentine’s minis

• Stop guessing what to post each week

You can learn more and join here: https://systemsandworkflowmagic.com/the-family-photographers-marketing-society

Step 10 – Give Yourself One Dedicated “Planning Day” in December

Finally, I want to encourage you to block off one day in December and treat it like a CEO day for your Valentine’s minis. During that day, you can:

• Decide on your audience and theme

• Secure your location

• Order props and backdrops

• Draft your blog post

• Map out your email plan in Flodesk

• Set up your scheduler + workflow in Dubsado

Future You in February will be so grateful you did this now.

Bringing It All Together

Valentine’s mini sessions don’t have to be a last-minute scramble. When you:

• Think like a marketer

• Use December to plan and prep

• Lean on your systems (Flodesk, Dubsado, content workflows)

…you turn a cute seasonal idea into a repeatable, profitable, and sustainable part of your photography business.

Your business should fit your life—not consume it. And smart, seasonal systems like this are how you get there.

Meet Your Favorite Launch Planner for Small Biz Owners & Marketing Strategist for Family Photographers (Dolly DeLong Education)

Hi! I’m Dolly DeLong—a Nashville-based family photographer turned systems + marketing educator and Fractional CMO for family photographers and solo business owners.  After years of juggling motherhood, running a thriving family photography business, and helping other creatives behind the scenes with their launches and marketing, I realized something: the backend matters just as much as your booking calendar.

Now, I serve two kinds of faith-driven creatives:

• Family photographers who want to stop ghosting their audience and finally stay consistent with Instagram + email marketing.

• Solo business owners (sometimes family photographers) who have a digital offer they want to launch—but feel completely overwhelmed by the pre-launch phase and the marketing phases.

Through my weekly podcast, YouTube channel, and blog, I offer strategic (but doable) content on systems, workflows, launch planning, and consistent marketing rhythms that won’t burn you out.

I’m here to help you stop duct-taping your backend together and instead build systems that support your life and values—whether you’re marketing mini sessions or launching a digital course.

When I’m not strategizing a launch calendar or batch recording content during nap time, you can find me photographing families in and around Nashville, watching reruns of Survivor, eating something sweet, or walking with a podcast in my ears. (Yes, I’m that girl.)

Are you Ready to finally market with intention and launch with clarity?
Let’s get started because you don’t have to do this alone.

👉 Work with me to plan out your launch
👉 If you are a family photographer needing marketing help, click here