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Keeping camp families engaged all year long

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1. The importance of engaging our families year round
2. Learning 3 areas of focus
3. Turning those 3 areas of focus into a 12 month plan

Dan Weir, Director of Camping Services
Amanda Hinski, Chief Marketing Officer

Published in: Government & Nonprofit
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Keeping camp families engaged all year long

  1. 1. Keeping Camp Families Engaged All Year Long Dan Weir, Director of Camping Services Amanda Hinski, Chief Marketing Officer Frost Valley YMCA
  2. 2. 1. The importance of engaging our families year round
  3. 3. 2. Learning 3 areas of focus
  4. 4. 3. Turning those 3 areas of focus into a 12 month plan
  5. 5. Something about over communicating What’s keeping you from staying engaged?
  6. 6. Don’t want to be annoying Fear of angering Has backfired before Time Money Don’t have the skill It’s not a priority Reasons we lose touch
  7. 7. Our goal is to overcome these obstacles
  8. 8. Cost 7x as much to attract a new customer than it does to keep an existing one (kapost.com 2016) vs
  9. 9. Non-targeted Banner Ad ● Shown to 10,000 people costs ● One registration would be lucky ● $1,500 revenue (net) E-blast sent to existing camper families: ● Email sent to 7,000+ opt-in addresses ● 87 registrations ● Revenue: $156,600 (net) What it means for camps
  10. 10. Do you know the ROI?
  11. 11. Quietly referred to as the “women’s disease” Public awareness in a 1992 magazine Became louder and more prevalent with time The Squeaky Wheel
  12. 12. The Squeaky Wheel
  13. 13. Deaths due to breast cancer have declined by 39% between 1989 and 2015 www.cancer.org
  14. 14. Build enthusiasm Create a movement Be top-of-mind Identity cultivation Leads to change Continue to guide that change What it means for camps
  15. 15. The Case for Repetition
  16. 16. The Case for Repetition
  17. 17. Multiple touches on various channels Personalized and segmented Doesn’t let you forget (a.k.a. hounds you into submission) What it means for camps
  18. 18. Pre- Sale During the sale Post Sale Pre visiting While visiting Post visiting Delightful Relationship Building
  19. 19. Delightful Relationship Building
  20. 20. 3 Channels for Year Round Engagment Traditional Methods Digital Content Social Media
  21. 21. Getting people to your website! What’s the goal of digital content?
  22. 22. Opt-In Marketing Person-to-person Two types of email
  23. 23. 3 Immutable Rules of Email: Audience Segmentation - Why am I getting this? ● Behavior-based ● Demographic Relevancy - Why am I getting this now? Clear Call to Action - What am I supposed to do next?
  24. 24. Opt-In Email Marketing
  25. 25. Opt-In Email Marketing
  26. 26. Unlike Person-to-Person Email: Get actionable data Use eye catching brand visualization More appropriate for new leads Opportunity for cross-marketing Opt-In Email Marketing
  27. 27. Person-to-Person Emails
  28. 28. Person-to-Person Emails
  29. 29. Person-to-Person Emails
  30. 30. Screenshot here: Email from dan re: t-shirt plug Unlike Opt-In Email Marketing: More likely to get replies with questions Less likely to end up in spam More urgent Strengthens personal relationships Person-to-Person Emails
  31. 31. Your Website (new background…. Maybe an image that communicates you can’t ignore it after summer is over, since we’ll be talking about blogging throughout the year etc…. Not really sure what kind of image says that!)
  32. 32. Seller Beware Buyer Beware
  33. 33. 81% of consumers do online research before making a purchase. (adweek 2014)
  34. 34. Blogging
  35. 35. Benefits of blog post in addition to landing pages Written by someone existing customers know & trust Less promotional, more informational Less formal, more relatable More likely to be shared on social media Links embedded in text that point to landing pages
  36. 36. 3 Channels for Year Round Engagment Traditional Methods Digital Content Social Media
  37. 37. Engaging with Social Media Content
  38. 38. What is the Goal of Your Social Media Content? 80% - keep your camp top-of-mind (non- promotional brand building) 20% - get people to your website (promotional selling programs) 100% of content must be engaging!
  39. 39. Values-Based Content
  40. 40. Camps should be telling this story
  41. 41. Rules of Engagement on Social Media 1. Listen 2. Respond 3. Know your audience
  42. 42. The Power of Urgency in the Digital Age (FOMO)
  43. 43. 3 Channels for Year Round Engagment Traditional Methods Digital Content Social Media
  44. 44. “Traditional” Methods
  45. 45. Isn’t Direct Mail Dead? What Millennials say: ● 84% look through their mail on a regular basis ● 50% ignore digital ads ● 15% ignore direct mail ● 57% made a purchase from a direct mail offer ● 87% say they like receiving mail Source: http://tribunedirect.com/wp- content/uploads/2017/05/Still_Relevant- A_Look_At_How_Millennials_Respond_To_Direct_Mail.pdf
  46. 46. Isn’t Direct Mail Dead?
  47. 47. Other Reasons to Continue Making Brochures More Inclusive - not everyone has reliable internet access Conversation Piece Families more likely to see full scope of programs
  48. 48. Birthday Cards
  49. 49. Postcards Inexpensive ($300 total) Segmented Won’t be overlooked Keeps us top-of-mind
  50. 50. ● Posters ● Family Handbook ● Yearbook Cancellation Insurance
  51. 51. Personalized Phone Calls? Jennie Snyder story Development called to thank you
  52. 52. 12-Month Master Marketing Program Evolves Time-based Delegated Record keeping Collaborative
  53. 53. Collaboration: We’re all on the same team
  54. 54. Master Marketing Program Job Request System Budget Reporting Transparency Collaboration: Agree on tools, procedures, & responsibilities
  55. 55. Spreading the jobs Collaboration: Spreading the jobs
  56. 56. Discipline Collaboration: Having the discipline to follow thru
  57. 57. All you need to remember is...
  58. 58. You know how to do this
  59. 59. We work at the Y.
  60. 60. We’re people-people
  61. 61. Families will be angry at you because you are annoying Families will be angry at you because they didn’t find out first
  62. 62. Questions, concerns, and/or proclamations Dan Email: dweir@frostvalley.org Web: www.danlovescamp.com Amanda Email: ahinski@frostvalley.org Web: www.rocketshare.blog

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