Marketing
YOUR
Camp
11 Tips for Getting Started
from

CAMPHACKER
One day at a camp fair...
#CampPros
c4mp.pro
1
The

Marketing

10

STRUGGLE

BASICS

TIPS
The

STRUGGLE
We aren’t good at
communicating our
value with people
who don’t know
summer camp.

the PROBLEM
As Camp Directors we are

Overwhelmed by

SURVIVING
While our

Client

FAMILIES
are overwhelmed,
worried about the economy.
Camp is

COMPLICATED
(15 page forms, 4 different pay rates, sessions
that don’t line up with family vacations… and
paying ...
METR
ICS
SP IATING
U

T
EN 

ER UE
F L
IF A
D
V TION
SI
O
P
RO
P

I won’t overwhelm
you with

Marketing

SPEAK
Let’s look at

MARKETING
basics
(the world doesn’t

NEED
another summer camp)
Marketing is:
getting someone
who has a NEED to
KNOW, LIKE &
TRUST You

John Jantsch - Duct Tape Marketing
need = your

UNIQUE SKILL
or
perspective
or...

LOCATION/
BUS SERVICE/
LANGUAGE
PROGRAMS
sell on your

UNIQUE
SKILLS
or...
compete on

PRICE
race to the BOTTOM

(always someone who is willing to do it cheaper than you)
Be AMAZING or be

USEFUL
√ location

√ expenses

√ % of
market share
Apple Store on 5th Ave., NYC
X location

X expenses

X % of
market share
BUT...
APPLE
wins
more

MARKETING
basics
1

2

3

your
IDEAL
client

start
with
WHY

REFERRALS
rule
who is your IDEAL CLIENT?
who is Sue Bryce’s IDEAL CLIENT?
(HINT: her’s is very similar to your’s)

Check out Sue’s Video: http://zoic.ca/SueBryceId...
START WITH WHY
People don’t buy
what you do,
they buy

WHY
you do it.
not just ANOTHER summer camp
Ask

YOURSELF
What’s your CONTRIBUTION?
What’s your IMPACT?
Ideal WHY statement in the Simon
Sinek style:

To ____________,
so that ___________.
CampHacker exists to be the
BEST possible resource to the camp
community so that they can help

make summer camp
a priorit...
Remember
this guy?

John Jantsch - Duct Tape Marketing
John Jantsch
!

DUCT TAPE
MARKETING
Show, don’t

TELL
Marketing

USE TO BE
Now we...

TEACH
them.
That better be

WHAT YOU DO BEST
Seven
Referral
Steps
Narrow your focus
Communicate your WHY
Package your business

Marketing materials that educate
businesses call this a

CONTENT
MARKETING
STRATEGY
For a CAMP...

telling STORIES
Narrow your focus
Communicate your WHY
Package your business
Marketing materials that educate
Generate leads
Harness techn...
10

TIPS
It’s not about the

TOOLS

1
(except when it is...)
It’s about

TELLING
YOUR
STORIES
Start at the

START

2
Your Website is your FOUNDATION
usability
search-ability
13 Choices
front page challenge

I GO
HERE!

I WANT TO
GO HERE!
Remember: It’s a

VISUAL
MEDIUM

3
what’s their story?
o go here

I WANT to go here

I ALREADY go here
Focus on your

EMAIL
NEWSLETTER

4
TEACH
them.
solve a problem for parents
REACH
OUT

to those who
don’t UNDERSTAND
you.
Have a Social Media

POLICY

5
Some examples of
Social Media Policies

http://zoic.ca/tTOLPf
WHO/
WHEN/
HOW

you post to Social Media
CRISIS Communication Plan
is ESSENTIAL.
Be Social,

OLD SCHOOL

6
chat with them
Use

GOOGLE
HANGOUTS
ON-AIR
Be

PURPOSEFUL

7
Make

SEARCH
ENGINES
love you!
Write good

CONTENT
SHARE
it.
REPEAT
MEASURE
it

8
Create a

LANDING PAGE
for everything
An example of a
landing page.
campgray.com/aca
campgray.com/yellowpages
campgray.com/kidsincamp
campgray.com/WIcamps
campgray.com/campeasy
Communicate like it’s

YOUR CHILD

9
KINTAIL &
THE
TORNADO
Go where the

PEOPLE
are

10
Monitor what is

SAID
ABOUT YOU

11
Your name, staff names
Your camp’s name
Your industry: “summer camp Wisconsin”

Your closest competitor
Your biggest suppo...
thank you
slideshare.net/zoic
TRAVIS
ALLISON
www.CampHacker.TV

Free
Camp
MARKETING
Newsletter
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
11 Beginner Tips for Marketing Your Summer Camp
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11 Beginner Tips for Marketing Your Summer Camp

  1. 1. Marketing YOUR Camp 11 Tips for Getting Started from CAMPHACKER
  2. 2. One day at a camp fair...
  3. 3. #CampPros c4mp.pro
  4. 4. 1 The Marketing 10 STRUGGLE BASICS TIPS
  5. 5. The STRUGGLE
  6. 6. We aren’t good at communicating our value with people who don’t know summer camp. the PROBLEM
  7. 7. As Camp Directors we are Overwhelmed by SURVIVING
  8. 8. While our Client FAMILIES are overwhelmed, worried about the economy.
  9. 9. Camp is COMPLICATED (15 page forms, 4 different pay rates, sessions that don’t line up with family vacations… and paying by cheque - who has cheques?!?)
  10. 10. METR ICS SP IATING U T EN 
 ER UE F L IF A D V TION SI O P RO P I won’t overwhelm you with Marketing SPEAK
  11. 11. Let’s look at MARKETING basics
  12. 12. (the world doesn’t NEED another summer camp)
  13. 13. Marketing is: getting someone who has a NEED to KNOW, LIKE & TRUST You John Jantsch - Duct Tape Marketing
  14. 14. need = your UNIQUE SKILL or perspective
  15. 15. or... LOCATION/ BUS SERVICE/ LANGUAGE PROGRAMS
  16. 16. sell on your UNIQUE SKILLS or...
  17. 17. compete on PRICE
  18. 18. race to the BOTTOM (always someone who is willing to do it cheaper than you)
  19. 19. Be AMAZING or be USEFUL
  20. 20. √ location √ expenses √ % of market share
  21. 21. Apple Store on 5th Ave., NYC
  22. 22. X location X expenses X % of market share
  23. 23. BUT...
  24. 24. APPLE wins
  25. 25. more MARKETING basics
  26. 26. 1 2 3 your IDEAL client start with WHY REFERRALS rule
  27. 27. who is your IDEAL CLIENT?
  28. 28. who is Sue Bryce’s IDEAL CLIENT? (HINT: her’s is very similar to your’s) Check out Sue’s Video: http://zoic.ca/SueBryceIdealClient
  29. 29. START WITH WHY
  30. 30. People don’t buy what you do, they buy WHY you do it.
  31. 31. not just ANOTHER summer camp
  32. 32. Ask YOURSELF
  33. 33. What’s your CONTRIBUTION?
  34. 34. What’s your IMPACT?
  35. 35. Ideal WHY statement in the Simon Sinek style: To ____________, so that ___________.
  36. 36. CampHacker exists to be the BEST possible resource to the camp community so that they can help make summer camp a priority for EVERY family.
  37. 37. Remember this guy? John Jantsch - Duct Tape Marketing
  38. 38. John Jantsch ! DUCT TAPE MARKETING
  39. 39. Show, don’t TELL
  40. 40. Marketing USE TO BE
  41. 41. Now we... TEACH them.
  42. 42. That better be WHAT YOU DO BEST
  43. 43. Seven Referral Steps
  44. 44. Narrow your focus Communicate your WHY Package your business Marketing materials that educate
  45. 45. businesses call this a CONTENT MARKETING STRATEGY
  46. 46. For a CAMP... telling STORIES
  47. 47. Narrow your focus Communicate your WHY Package your business Marketing materials that educate Generate leads Harness technology Live by a calendar
  48. 48. 10 TIPS
  49. 49. It’s not about the TOOLS 1
  50. 50. (except when it is...)
  51. 51. It’s about TELLING YOUR STORIES
  52. 52. Start at the START 2
  53. 53. Your Website is your FOUNDATION
  54. 54. usability
  55. 55. search-ability
  56. 56. 13 Choices
  57. 57. front page challenge I GO HERE! I WANT TO GO HERE!
  58. 58. Remember: It’s a VISUAL MEDIUM 3
  59. 59. what’s their story?
  60. 60. o go here I WANT to go here I ALREADY go here
  61. 61. Focus on your EMAIL NEWSLETTER 4
  62. 62. TEACH them.
  63. 63. solve a problem for parents
  64. 64. REACH OUT to those who don’t UNDERSTAND you.
  65. 65. Have a Social Media POLICY 5
  66. 66. Some examples of Social Media Policies http://zoic.ca/tTOLPf
  67. 67. WHO/ WHEN/ HOW you post to Social Media
  68. 68. CRISIS Communication Plan is ESSENTIAL.
  69. 69. Be Social, OLD SCHOOL 6
  70. 70. chat with them
  71. 71. Use GOOGLE HANGOUTS ON-AIR
  72. 72. Be PURPOSEFUL 7
  73. 73. Make SEARCH ENGINES love you!
  74. 74. Write good CONTENT
  75. 75. SHARE it.
  76. 76. REPEAT
  77. 77. MEASURE it 8
  78. 78. Create a LANDING PAGE for everything
  79. 79. An example of a landing page.
  80. 80. campgray.com/aca campgray.com/yellowpages campgray.com/kidsincamp campgray.com/WIcamps campgray.com/campeasy
  81. 81. Communicate like it’s YOUR CHILD 9
  82. 82. KINTAIL & THE TORNADO
  83. 83. Go where the PEOPLE are 10
  84. 84. Monitor what is SAID ABOUT YOU 11
  85. 85. Your name, staff names Your camp’s name Your industry: “summer camp Wisconsin” Your closest competitor Your biggest supporters “anyone recommend…”
  86. 86. thank you slideshare.net/zoic
  87. 87. TRAVIS ALLISON www.CampHacker.TV Free Camp MARKETING Newsletter
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