0
CampHacker
Playbook
Your Camp Name Here!
AUTHOR:	
  
Travis Allison Travis is an online marketing
strategy advisor who specializes
in the summer camp and private
s...
TABLE OF
CONTENTS:
Objectives ............................................................................ 4
Priorities .....
CampHacker	
  Playbook
// Page 4
Objectives of an Online Marketing Strategy
✓ create an online marketing presence that is ...
Priorities:
Order of Implementation
// Page 5
Each CampHacker Playbook is written so that clients can
implement the change...
// Page 6
Critical
• Optimize & enhance website
• Create a blog (or News) link in the top Navigation structure, add more
a...
The purpose of a good website home page is:
✓ give text and design clues to the type of camp you
are
✓ allow users to self...
// Page 9
Element Present?
1. Design style gives clues to your camp specialty
2. Logo links to Home Page
3. Prominent SEAR...
Website design so often only focuses on the look of
the webpage and undervalues the way that people will
use that site.
Fo...
// Page 11
Element Present?
1. Website compatible with all browsers
2. Quick load time
** Elements 3 - 14: Proprietary Cam...
Analytics can provide an over-whelming amount of
information about who and who our website is used.
The problem, of course...
// Page 13
Analytics
CampHacker	
  Playbook
Lessons
✓A quick example of how to understand how the Analytics for
your site ...
A blog is an easily updated section of your website
where people check for regular news. You may
choose to call it whateve...
// Page 15
Element Present?
1. Content management system that is easy to use
2. Consistent posting schedule
** Elements 3 ...
The trick to great search engine optimization for a
busy camp is to focus on 2 or 3 keyword phrases and
implement the 20% ...
// Page 17
Element Present?
1. Page titles properly formatted: Keyword Content - Business
** Elements 2 -6: Proprietary Ca...
There are several important elements to your Contact
Us page. The purpose of this page is to provide quick
administrative ...
// Page 19
Element Present?
1. Link is labeled as “Contact Us”
** Elements 2 - 9: Proprietary CampHacker Questions
GRADE: ...
Mobile access to your website (and social media
properties) is only going to grow in importance. At
present almost 1/3 of ...
// Page 21
Element Present?
1. Website is optimized for all screen sizes
** Elements 2 - 5: Proprietary CampHacker Questio...
There are many aspects to a great website that is
focussed on marketing a product - the highlights of
which we have covere...
// Page 23
Element Present?
1. Photos and/or video of the products or services
** Elements 2 - 9: Proprietary CampHacker Q...
“
When you say to
yourselves ‘we
couldn’t be any
weirder’... then you
are starting to be
remarkable.”
-author Seth Godin
/...
Probably the single most effective (and incredibly
under-utilized) marketing tool for a camp is a
newsletter that focusses...
// Page 26
Email
Marketing
Element Present?
1. Email newsletter available to read on website
2. E-news sign-up prominent
3...
Facebook is a natural avenue for camps to reach out to
current and past clients and staff.
!
How can camps use this as a t...
// Page 28
Element Present?
1. Remarkable cover photo
2. Profile photo that represents the brand
** Elements 3 - 10: Propr...
Video sites, and in particular, YouTube are strong tools
for marketing because it is so popular internet users.
!
A full v...
// Page 30
Catalyze YOUR BUSINESS MARKETING
✓ Shoot intentional messages to come out for special events: holiday
greetings...
“
It’s getting easier
and easier to
DIFFERENTIATE
yourself - no
permission needed.”
- photographer Chase Jarvis
// Page 31...
Google has openly declared that location based search
(people type in “thai restaurant” and Google displays
restaurants cl...
// Page 33
Element Present?
1. Google+ Local page
2. Logo and contact info on Google+ Local page
** Elements 3 - 10: Propr...
Pinterest is an under-utilized marketing resource for
many camps. Recent studies (fall 2013) have shown
that Pinterest in ...
// Page 35
Element Present?
1. Business Page (not Personal)
2. Complete headers section of company profile
** Elements 3 -...
Summer Camps can use Instagram as a way to
maintain the community of camp through out the year.
!
It is also an easy to ma...
// Page 37
Element Present?
1. Account under business (not personal) name
2. Regular posting (once or more per week)
** El...
Twitter is often the social network that is hardest to
understand the return on investment, in both time and
energy.
!
Dep...
// Page 39
Element Present?
1. Twitter account to represent the camp
2. Twitter account for each “public” employee
** Elem...
Google Plus is an essential part of any business
marketing strategy.
!
Because Google puts so much value on the content
an...
// Page 41
Element Present?
1. Remarkable cover photo (properly sized)
2. Profile photo that represents the brand
** Eleme...
LinkedIn can be a surprisingly effective place to
market summer camps because the users have high
household income (averag...
// Page 43
Element Present?
1. Company profile
2. Complete Home section of company profile
** Elements 3-10: Proprietary C...
Call
CampHacker
!
Travis Allison
519.532.7366
travis@camphacker.tv
Do you want an
experienced social
marketer to help
impl...
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CampHacker Playbook - Summer Camp Marketing Evaluation

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Transcript of "CampHacker Playbook - Summer Camp Marketing Evaluation"

  1. 1. CampHacker Playbook Your Camp Name Here!
  2. 2. AUTHOR:   Travis Allison Travis is an online marketing strategy advisor who specializes in the summer camp and private school industries. His work with clients focusses on using inexpensive online tools to reach out to potential clients who are looking for unique business experiences for their clients. ! Travis produces podcasts and other multimedia content for our clients. ! Travis is an international speaker and trainer who helps businesses, schools, summer camps and non- profit organizations simplify the use of online social tools. He believes that a good strategy is more important chasing after the new, shiny internet bauble. His motto: Consume Less and Create More. He firmly believes that LEGO is an essential youth development tool. He hopes you'll forgive him writing this all in the third person.
  3. 3. TABLE OF CONTENTS: Objectives ............................................................................ 4 Priorities ............................................................................... 5 Marketing Score .................................................................... 7 Website Home Page .............................................................. 8 Website Usability ..........…...…................................................ 10 Google Analytics ................................................................... 12 Blog ……….……....................................................................... 14 Search Engine Optimization ................................................... 16 Contact & About Us Pages ..................................................... 18 Mobile & Domains ................................................................. 20 Selling Your Product .............................................................. 22 Email Marketing .................................................................... 25 Facebook ...............……….……................................................ 27 YouTube .……......................................................................... 29 Location-Based Services ........................................................ 32 Pinterest ............................................................................... 34 Instagram ............................................................................ 36 Twitter .................................................................................. 38 Google Plus .......................................................................... 40 LinkedIn ............................................................................... 44
  4. 4. CampHacker  Playbook // Page 4 Objectives of an Online Marketing Strategy ✓ create an online marketing presence that is easy to use and will draw clients to YOUR CAMP when they are looking for excellent educational experiences for their children with special needs ✓cultivate an image of a modern, creative, camper- focussed camp ✓ create a strong marketing tool that will allow you to serve your present families and capture the information of prospective customers ✓ improve search engine placement What are we going to measure? (How will we know if we are succeeding?) ✓ increased web traffic ✓ the number of leads per month captured by online forms, e-news subscriptions and checklist requests ✓ positive interactions on Groups and Pages on social networks like LinkedIn and Facebook ✓ mentions of YOUR CAMP in social media ✓ mentions of YOUR CAMP in traditional media
  5. 5. Priorities: Order of Implementation // Page 5 Each CampHacker Playbook is written so that clients can implement the changes in priority: categories closest to the front are the most critical to business success. It is essential that your website is functioning at it’s peak and that it is your marketing priority. Using Facebook or Twitter as your main marketing vehicle means that you are giving away all of the value that Google measures to place you in search results. The second priority should be a focus on email marketing. Research shows us that for every $1 spend on email marketing you will have a return of $42.
  6. 6. // Page 6 Critical • Optimize & enhance website • Create a blog (or News) link in the top Navigation structure, add more articles focussed on information that families would appreciate who are not already YOUR CAMP families • Create unique landing pages to measure what marketing is effective • Optimize design and usability elements of the website Important • Prominent SEARCH box • Develop an Email Marketing Strategy • Develop a strategy for creating more content on a regular basis Future Consideration Google Plus Company Page Order of Implementation CampHacker  Playbook
  7. 7. The purpose of a good website home page is: ✓ give text and design clues to the type of camp you are ✓ allow users to self-select - “We are already clients” or “We are interested in becoming clients” ✓ allow quick access to the most important information, such as your phone number Focal Point: Website Homepage // Page 8
  8. 8. // Page 9 Element Present? 1. Design style gives clues to your camp specialty 2. Logo links to Home Page 3. Prominent SEARCH box ** Elements 4 - 9: Proprietary CampHacker Questions GRADE 0/9 Catalyze YOUR BUSINESS MARKETING ✓ Re-make your front page to show the “I am a client” and “I want to become a client” choices ✓ Add your phone number in a prominent place in the top 1/3 of what is visible without scrolling down ✓ Add your physical address and phone number to every page. Make sure this is written in text, not shown as an image ✓ Simplify the front page so there will be less chance of “decision panic” Website Homepage CampHacker  Playbook
  9. 9. Website design so often only focuses on the look of the webpage and undervalues the way that people will use that site. Focal Point: Website Usability // Page 10
  10. 10. // Page 11 Element Present? 1. Website compatible with all browsers 2. Quick load time ** Elements 3 - 14: Proprietary CampHacker Questions GRADE: 0/14 Catalyze YOUR BUSINESS MARKETING ✓ Focus your design on making your site as easy as humanly possible for client to access the information they need Website Usability CampHacker  Playbook
  11. 11. Analytics can provide an over-whelming amount of information about who and who our website is used. The problem, of course, is that it’s overwhelming. We break down some of the important information in this section Focal Point: Google Analytics // Page 12
  12. 12. // Page 13 Analytics CampHacker  Playbook Lessons ✓A quick example of how to understand how the Analytics for your site impact your ability to market your summer camp. ✓The lessons are individually tailored to your specialties
  13. 13. A blog is an easily updated section of your website where people check for regular news. You may choose to call it whatever fits your school culture.
 A blog is essential because Google ranks websites the highest that update frequently with high quality content.
 Focal Point: Blog // Page 14 PHOTO OF BLOG OR NEWS - IF
 NO BLOG KEEP THIS IMAGE
  14. 14. // Page 15 Element Present? 1. Content management system that is easy to use 2. Consistent posting schedule ** Elements 3 - 10: Proprietary CampHacker Questions GRADE: 0/10 Catalyze YOUR BUSINESS MARKETING ✓ Brainstorm ideas for posts you could do throughout the year - if it helps you could use the 50 Blog Topics form: www.zoic.ca/50BlogTopic ✓ Every business has seasons in the purchasing process. It helps to manage the seasons with a marketing editorial calendar. If you would like to download an example check out the Social Media Publishing Template Excel sheet - download at http://sclctly.st/NJDftC ✓ Use social media and your email newsletter to draw people back to the business website: create weekly events on the blog that will be a hit with clients and staff such as Remember Who - pictures of the past Blog CampHacker  Playbook
  15. 15. The trick to great search engine optimization for a busy camp is to focus on 2 or 3 keyword phrases and implement the 20% of strategies that will bring you 80% of the possible results. Focal Point: Search Engine Optimization // Page 16
  16. 16. // Page 17 Element Present? 1. Page titles properly formatted: Keyword Content - Business ** Elements 2 -6: Proprietary CampHacker Questions GRADE: 0/6 Catalyze YOUR BUSINESS MARKETING ✓ Survey your existing clients and ask them what term they would use to find a camp like yours. Incorporate those words as you add to the site ✓ It will be important to write to the keyword phrases people are using to find YOUR CAMP: summer camp, resident camp, overnight camp, etc ✓ Create great website content, share it, do it again SEO CampHacker  Playbook
  17. 17. There are several important elements to your Contact Us page. The purpose of this page is to provide quick administrative access, in multiple formats, to your business information. ! About Us is where you show clients your WHY - what makes the camp, and it’s people, special. Focal Point: Contact & About Us Pages // Page 18
  18. 18. // Page 19 Element Present? 1. Link is labeled as “Contact Us” ** Elements 2 - 9: Proprietary CampHacker Questions GRADE: 0/8 Contact Us Page
 Element Present? 1. Welcome Video (60-90 seconds long) 2. Professional Photo of Senior Staff Members ** Elements 3 - 9: Proprietary CampHacker Questions GRADE: 0/9 About Us Page

  19. 19. Mobile access to your website (and social media properties) is only going to grow in importance. At present almost 1/3 of all internet traffic is from a mobile device. ! Domains are important branding elements for modern organizations and camps. Focal Point: Mobile and Domains // Page 20 photo credit: http://www.flickr.com/photos/zitona/3589128349/ *CC License
  20. 20. // Page 21 Element Present? 1. Website is optimized for all screen sizes ** Elements 2 - 5: Proprietary CampHacker Questions GRADE: 0/5 Mobile Marketing
 Element Present? 1. .com version of whole name ** Elements 2 -4: Proprietary CampHacker Questions GRADE: 0/4 Domains
 Catalyze YOUR BUSINESS MARKETING ✓ Where to stop with domains? Ask yourself this question: If our site is at www.yourcamp.org, would we be comfortable if a competitor (or a disgruntled former employee) built a website at www.yourcamp.COM? ✓ If at any point you have a discussion about a new product or service it is best to purchase any related domain names early in the brainstorming phase. Many companies will not name a product unless they already own the related domain.
  21. 21. There are many aspects to a great website that is focussed on marketing a product - the highlights of which we have covered in this Playbook. ! Selling summer camp using a website has some unique requirements - potential clients must know, like and trust your organization in order to be confident in their choice.
 Focal Point: Selling Your Product // Page 22
  22. 22. // Page 23 Element Present? 1. Photos and/or video of the products or services ** Elements 2 - 9: Proprietary CampHacker Questions GRADE: 0/9 Catalyze YOUR BUSINESS MARKETING ✓ Remember your Maslow - client’s first concern is whether they will be safe and well-cared-for ✓ YOUR CAMP has a great “story” - tell that story on your website with frequent video and photo updates ✓ Make one day/week your Blast from The Past Day - post pictures of old staff and campers and invite people to let you know who is in the photo Selling Your Product CampHacker  Playbook
  23. 23. “ When you say to yourselves ‘we couldn’t be any weirder’... then you are starting to be remarkable.” -author Seth Godin // Page 24 CampHacker  Playbook
  24. 24. Probably the single most effective (and incredibly under-utilized) marketing tool for a camp is a newsletter that focusses on making potential clients comfortable with choosing your camp. Focal Point: Email Marketing (newsletter) // Page 25
  25. 25. // Page 26 Email Marketing Element Present? 1. Email newsletter available to read on website 2. E-news sign-up prominent 3. Double opt-in procedure ** Elements 4 -11: Proprietary CampHacker Questions GRADE: 0/11 Catalyze YOUR BUSINESS MARKETING ✓ Create a pdf booklet of “20 Things Every Parent Should Know About YOUR CAMP”, offer it as an incentive so that potential clients will sign up for your marketing email ✓ write 10 follow-up articles that will increase clients’ comfort in choosing your camp, schedule to release automatically to the list ✓ every dollar invested in email marketing equals $40 in sales CampHacker  Playbook
  26. 26. Facebook is a natural avenue for camps to reach out to current and past clients and staff. ! How can camps use this as a tool to convert “Like-rs” in to purchasers?
 Focal Point: Facebook // Page 27
  27. 27. // Page 28 Element Present? 1. Remarkable cover photo 2. Profile photo that represents the brand ** Elements 3 - 10: Proprietary CampHacker Questions GRADE: 0/10 Catalyze YOUR BUSINESS MARKETING ✓ Effective Facebook marketing involves being truly remarkable - providing a value that others will share. Use this space to tell great stories of people who have benefitted from your camp. ✓ By sharing the great work of your clients, your staff or other leaders on Facebook you can support the community that supports you Facebook Marketing CampHacker  Playbook
  28. 28. Video sites, and in particular, YouTube are strong tools for marketing because it is so popular internet users. ! A full video channel can help your camp reach people across the spectrum of your ideal clients.
 Focal Point: YouTube // Page 29
  29. 29. // Page 30 Catalyze YOUR BUSINESS MARKETING ✓ Shoot intentional messages to come out for special events: holiday greetings from the staff, or a welcome message from the leadership YouTube Marketing Element Present? 1. Branded YouTube Page 2. Show your clients’ talents 3. Show your staff talents ** Elements 3- 13: Proprietary CampHacker Questions GRADE: 0/13 CampHacker  Playbook
  30. 30. “ It’s getting easier and easier to DIFFERENTIATE yourself - no permission needed.” - photographer Chase Jarvis // Page 31 CampHacker  Playbook
  31. 31. Google has openly declared that location based search (people type in “thai restaurant” and Google displays restaurants close to their current location) is a huge focus for the search engine giant. ! Summer Camp organizations need to include location references throughout their material to take advantage of this fact.
 Focal Point: Location-Based Services // Page 32 photo credit: http://www.flickr.com/photos/williamhook/4225307113/ License
  32. 32. // Page 33 Element Present? 1. Google+ Local page 2. Logo and contact info on Google+ Local page ** Elements 3 - 10: Proprietary CampHacker Questions GRADE: 0/10 Catalyze YOUR BUSINESS MARKETING ✓ Complete the Google + Local page for YOUR CAMP - add recent photos and video to make the listing as attractive as possible ✓ Link to your Google + Local page in your newsletter and ask customers to give you a review ✓ Check in at your office on the Facebook for iPhone app and claim your location so that it is linked to your Facebook Page Location Marketing CampHacker  Playbook
  33. 33. Pinterest is an under-utilized marketing resource for many camps. Recent studies (fall 2013) have shown that Pinterest in second only to Facebook for driving traffic to your website. ! It is important to find a balanced strategy for Pinterest. Focal Point: Pinterest // Page 34
  34. 34. // Page 35 Element Present? 1. Business Page (not Personal) 2. Complete headers section of company profile ** Elements 3 - 10: Proprietary CampHacker Questions GRADE: 0/10 Catalyze YOUR BUSINESS MARKETING ✓ Create and complete the Pinterest company page for YOUR CAMP- add recent photos and video to make the Boards as attractive as possible ✓ Follow Boards that would include people that fit your Ideal Client profile ✓ Share your staff training and safety procedures to make parents comfortable with choosing YOUR CAMP Pinterest Marketing CampHacker  Playbook
  35. 35. Summer Camps can use Instagram as a way to maintain the community of camp through out the year. ! It is also an easy to maintain way to give campers’ families an “eye” while they are away from home. Focal Point: Instagram // Page 36
  36. 36. // Page 37 Element Present? 1. Account under business (not personal) name 2. Regular posting (once or more per week) ** Elements 3 -10: Proprietary CampHacker Questions GRADE: 0/10 Catalyze YOUR BUSINESS MARKETING ✓ Create a strategy (including what to post and when) for your account. This will give you the foundation of your Instagram marketing and will allow you to be as creative as possible with the extra photos and videos you answer along the way ✓ Think of Instagram as a very quick way to demonstrate your brand (show don’t tell). Instagram Marketing CampHacker  Playbook
  37. 37. Twitter is often the social network that is hardest to understand the return on investment, in both time and energy. ! Depending on your ideal client it may be less important to be on Twitter than another platform such as LinkedIn or Facebook.
 Focal Point: Twitter // Page 38
  38. 38. // Page 39 Element Present? 1. Twitter account to represent the camp 2. Twitter account for each “public” employee ** Elements 3 - 11: Proprietary CampHacker Questions GRADE: 0/11 Catalyze YOUR BUSINESS MARKETING ✓ Use Twitter to regularly promote articles from within your website ✓ The innovators of your industry are most likely already on Twitter. Develop a relationship with them on this space. ✓ Think of Twitter as a space where there are professional conferences, exchanges of ideas, going on everyday. Use it to find the right conference for your need at the time you need it. Twitter Marketing CampHacker  Playbook
  39. 39. Google Plus is an essential part of any business marketing strategy. ! Because Google puts so much value on the content and links posted to Plus, it is becoming a vital strategy to any organization that hopes for good search engine placement.
 Focal Point: Google Plus // Page 40
  40. 40. // Page 41 Element Present? 1. Remarkable cover photo (properly sized) 2. Profile photo that represents the brand ** Elements 3 - 11: Proprietary CampHacker Questions GRADE: 0/11 Catalyze YOUR BUSINESS MARKETING ✓ Google Plus may not be very popular but because it is a service that Google is prioritizing you still need to pay attention to it ✓ One of the great features of Google is the free video conferencing service Google Hangouts ✓ Hangouts on Air allows you to live stream your video conference to Google Plus AND to YouTube
 Google Plus Marketing CampHacker  Playbook
  41. 41. LinkedIn can be a surprisingly effective place to market summer camps because the users have high household income (average salary is $109,000) and the members are often responsible for the purchasing decisions in their families.
 Focal Point: LinkedIn // Page 42
  42. 42. // Page 43 Element Present? 1. Company profile 2. Complete Home section of company profile ** Elements 3-10: Proprietary CampHacker Questions GRADE: 0/10 Catalyze YOUR BUSINESS MARKETING ✓ Create and complete the LinkedIn company page for YOUR CAMP - add recent photos and video to make the listing as attractive as possible ✓ Join Groups that would include people that fit your Ideal Client profile ✓ Share your training or marketing presentations on your profile using SlideShare.net ✓ Fill in the Skills section of personal profiles so that others will endorse you LinkedIn Marketing CampHacker  Playbook
  43. 43. Call CampHacker ! Travis Allison 519.532.7366 travis@camphacker.tv Do you want an experienced social marketer to help implement these changes?
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