Building your Camp Community and Growing Exposure on Instagram
Instagram is not just for kids anymore and with parents ages 35-44 as the fastest growing demographic on the platform, it’s time to up your camp’s strategy. In this session, we will cover Instagram advertising, Instagram stories/highlights and Instagram TV. Additionally, we will discuss top performing content and how to grow your audience size using hashtag research and engagement.
4 Camp Marketing Web Marketing Case Studies
We’ll review the recent online marketing efforts of 4 very diverse camps – a day camp in the Rockies, a full season camp in the Northeast, lacrosse camps both day and overnight nationally and a not for profit day camp in the NY area.
- We’ll focus on their search marketing efforts on Google and the accompanying web analytics.
- We’ll look at what time of year they do what, the costs involved to drive traffic to their website, how these efforts are managed and results (buying camp is so multi-attribute that efforts here contribute and are not usually solely responsible for enrollment).
- We’ll also look at what challenges each of these entities are facing and where they have been successful and less successful.
Marketing, Positioning and Explaining Summer Camp to Non-Camp Families
4 out of 5 American children do NOT attend Summer Camp. Their parents didn’t attend camp and have NO IDEA what you are talking about in your marketing materials or what’s going on at your camp. Their “Camp” frame of reference is probably “Meatballs,” “Friday the 13th,” the new season of “American Horror Story,” or if you’re lucky, “Wet Hot American Summer.”
They’re afraid that your staff employs pedophiles, they don’t realize that you employ lifeguards or nurses, and they most likely feel that your camp is exorbitantly expensive.
LET’S GO GET’M!
Whether it’s their cost/benefit analysis, cultural differences or sheer ignorance, these folks just won’t dig you… until you hit the right note in your messaging, and the right incentive for them to give you a try. Let’s discuss techniques so that your camp can flourish in a future with diverse populations and camp neophytes (most of America!)
- Determine what specifically your Camp provides families, to better communicate to non-camp families.
- Discuss messaging to non-camp families.
- Learn concepts and examples of incentivizing first time families, to get them to TRY your camp.
- Understand the needs of all families (child care, learning character skills, etc.)
- Learning how to translate this into your messaging
- Mediums of communication- Videos, Website, Social Media, Blogs, Articles, PR (earned media)
- How to do the above effectively
- Incentivizing first time families- various examples, working with schools, local organizations, Groupon-type stuff, Cyber Monday sales, etc.
- Discussion of others’ best practices.
Summer Camp: The Gilgamesh of the Modern World
If People Aren’t Talking About You – It’s ‘Cause You’re Boring
To families who have no summer camp experience, what we do is INCREDIBLY WEIRD. In some cultures sending your children away to by “raised” by others is just shameful. Too many people White Hot American Summer IS summer camp.
As CampPros, we know in our hearts that summer camp is an experience that every child needs.
In this session, Travis Allison will walk through a practical process of preparing to speak to new camp families – a way that will help them truly understand the benefit that you have to offer their child.
We’ve got great stories!
What Parents Have to Say About Summer Camp
Every year I do my own parent survey, which is geared toward parent’s opinions of summer camps, their registration needs, their decision making criteria, things that are most important to them and their children. This year is my sixth year conducting a parent survey.
My survey is a little different that one might conduct for their own camp, in that my audience encompasses all parents anywhere in the nation, and my questions are relating to their thoughts about the summer camp industry as a whole and how they utilize summer camp for their own family.