Baytown Photography Business Leverages AI to Enhance Marketing Strategy

Overview

Zed Hawthorne, self-taught photographer and owner of A to Zed Photography, successfully launched his small business while living in Austin, TX. However, after moving to Baytown, he needed help acquiring more clients, so he contacted the Lee College Small Business Development Center (SBDC) for assistance. 

The Challenge

Being new to Baytown and the greater Houston area, Hawthorne not only wanted to build out his portfolio but also grow his brand so he could attract new clients. When he first met with his SBDC advisor, Laura Kunefke, he expressed interest in refining the business's marketing strategy, enhancing its online presence through its website and social media, and exploring local networking opportunities to connect with potential customers.

The Solution

With Hawthorne’s goals in mind, Kunefke offered a few suggestions: First, connect with the SBDC’s marketing specialist to help optimize the business's website and social media. Next, participate in the local chamber of commerce's after-hours business events to network with corporations and small businesses. Then, visit Houston-area parks and offer services at a discounted rate to build up the portfolio. 

Finally, one of the more impactful solutions Kunefke offered Hawthorne was to leverage AI tools to enhance his marketing strategy. She showed him how to automate content creation and scheduling and offered resources for AI tools that would help him analyze audience engagement and optimize ad performance. Kunefke also shared best practices for targeting A to Zed Photography’s ideal customer segments and crafting compelling messaging to reach them.

The Results

According to Kunefke, “It has been an incredible experience working with Zed to integrate AI into A to Zed Photography's business strategy. Through this collaboration, he successfully completed both his business plan and strategic plan, setting a strong foundation for growth and innovation." 

Hawthorne says, “The SBDC teaching me to utilize ChatGPT has been a game-changer for my business. It's helped me refine my brand voice, build a comprehensive business plan, and develop targeted marketing materials that actually speak to my ideal clients. I’ve also used it to brainstorm creative campaigns, optimize SEO, and make my workflows more efficient—all without sacrificing the authenticity that defines my work. It’s like having a collaborative partner who’s always available, and it’s empowered me to stay agile, professional, and focused.” 

A to Zed Photography specializes in bold, authentic brand photography to help small and growing businesses stand out. A to Zed Photography captures more than just your product—it captures your brand’s spark, story, and what makes it unforgettable.