I just started my own business (still weird saying this) one week ago tomorrow. So far I have done two photo shoots and I have three more booked and the promise to book more from the first client. So far, all I have done was contact the local Moms club and asked the president to please email the group about my new business. I mentioned I was a stay at home Mom and I am offering "a deal" to help build my portfolio. So, when I do my third shoot, I will contact another Moms club. The problem with schools right now is that it was pretty much just picture day (at least around here) and some parents are reluctant to get more pics. So, I will contact them in Nov so they can start thinking about Christmas Cards)
You can also advertise for free here.
www.wedj.com and here
www.partypop.com