I've posted about my senior program a few times, you could probably find more info with a search... but here is the gist of it:
I choose 2 or 3 Ambassadors from each school. I charge them full-price for their session, no discounts, no freebies. Each of my senior packages includes a 20-page pressbook full of images. After their session when they pick up their orders I give them a set of Ambassador cards - 5X7 cards with pics of the senior and my contact info. Each time the Ambassador refers a friend or someone from their school to me and the card is brought back to me, it earns the senior who made the referral $25 cash. Kids are really motivated by money. I've heard some photogs offering print credit or extra sessions which might motivate mommy, but probably not the kid. At the end of the school year, I ask my current ambassadors to help me find the next ones. I just started shooting seniors 2 years ago and so far this system has worked well.
I would NOT use craig's list. Too many really bad photogs go that route, so good ones get lost in the muck. Facebook is a great option, but by far asking friends, family, co-workers, etc., will get you best results when just starting out.
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