The Off-Season Advantage: Why Summer Outreach Works

While summer might feel like a time to hit pause-clients are on vacation, studios feel quieter, and inboxes seem slower-it's actually one of the best times of year to double down on your marketing.

At Agency Access, we work with a lot of creatives across photography, illustration, motion, and design. And we've seen one pattern repeat itself year after year: the artists who show up in summer are the ones getting booked come fall.

Here's why summer shouldn't be your off-season-and what to focus on instead.

1. You'll Face Less Competition

During busy seasons, art buyers, producers, and art directors are flooded with emails, promos, and social content from artists hoping to land the next big assignment. But in summer? Many creatives assume everyone's checked out-and stop marketing altogether.

This is your opportunity.

With fewer people reaching out, your portfolio has a better chance of cutting through the noise and actually being seen. If you're looking to reconnect with contacts or pitch new work, now is the time to stand out.

2. Decision-Makers Are Planning Ahead

While shoots and commissions might slow down, planning doesn't. Summer is when a lot of companies start working on fall and even holiday campaigns. Editorial calendars are being locked in. Ad budgets are being finalized. Art buyers are looking for fresh talent to pitch internally.

A well-timed, strategic outreach now puts you in the right place at the right time-before assignments go out.

3. It's the Ideal Time to Tighten Your Strategy

Use this seasonal breather to get your marketing tools in order:

• Audit your portfolio – Does it reflect the kind of work you want more of?
• Build or update your lists – Target clients who align with your goals using Agency Access.
• Send a summer promo – Keep it light, visual, and relevant to the season.
• Reconnect with past clients – A friendly update or project recap keeps you top of mind.

A few small updates now can make a big impact when things pick up in September.

4. You Can Show Work That Feels Seasonal

Summer content performs well in inboxes and on social. Highlight outdoor shoots, travel work, food, lifestyle, or bright, energetic visuals. If your work feels like summer, now is the moment to share it.

No summer work? No problem. Consider framing existing images through a seasonal lens-warm tones, active settings, or stories that evoke freedom, motion, or adventure.

5. Momentum Feels Better Than Starting Over

It's easy to tell yourself you'll dive back into marketing "after Labor Day." But starting cold in September can feel overwhelming. Instead, take small steps now: send one email a week, add 10 names to a list, refresh a gallery.

Future You will thank you.

Bottom line?
Summer isn't slow-it's a strategic window of opportunity. While others sit back, you can get ahead. Whether you're nurturing client relationships or teeing up new work, staying visible now sets the tone for the rest of the year.

Need help building a targeted list or crafting the perfect summer promo? We've got tools (and people) for that. Reach out anytime-we're here to help.