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Keeping Camp Families Engaged
All Year Long
Dan Weir, Director of Camping Services
Amanda Hinski, Chief Marketing Officer
Frost Valley YMCA
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
Something about over communicating
What’s keeping you from staying engaged?
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
Our goal is to overcome these
obstacles
Cost 7x as much to attract a new customer than it does to
keep an existing one
(kapost.com 2016)
vs
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
Do you know the ROI?
Quietly referred to as the
“women’s disease”
Public awareness in a 1992
magazine
Became louder and more
prevalent with time
The Squeaky Wheel
The Squeaky Wheel
Deaths due to breast cancer have declined by
39%
between 1989 and 2015
www.cancer.org
Build enthusiasm
Create a movement
Be top-of-mind
Identity cultivation
Leads to change
Continue to guide that change
What it means for camps
The Case for Repetition
The Case for Repetition
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
Pre-
Sale
During
the
sale
Post
Sale
Pre
visiting
While
visiting
Post
visiting
Delightful Relationship Building
Delightful Relationship Building
3 Channels
for
Year Round
Engagment
Traditional
Methods
Digital
Content
Social
Media
Getting people
to your
website!
What’s the goal of digital content?
Opt-In Marketing Person-to-person
Two types of email
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?
Opt-In Email Marketing
Opt-In Email Marketing
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
Person-to-Person Emails
Person-to-Person Emails
Person-to-Person Emails
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
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!)
Seller Beware
Buyer Beware
81%
of consumers do online research before
making a purchase.
(adweek 2014)
Blogging
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
3 Channels
for
Year Round
Engagment
Traditional
Methods
Digital
Content
Social
Media
Engaging with Social Media Content
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!
Values-Based Content
Camps should be telling this story
Rules of Engagement on Social Media
1. Listen
2. Respond
3. Know your audience
The Power of Urgency in the Digital Age (FOMO)
3 Channels
for
Year Round
Engagment
Traditional
Methods
Digital
Content
Social
Media
“Traditional” Methods
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
Isn’t Direct Mail Dead?
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
Birthday Cards
Postcards
Inexpensive ($300 total)
Segmented
Won’t be overlooked
Keeps us top-of-mind
● Posters
● Family Handbook
● Yearbook
Cancellation Insurance
Personalized Phone Calls?
Jennie Snyder story
Development called to thank you
12-Month Master Marketing Program
Evolves
Time-based
Delegated
Record keeping
Collaborative
Collaboration: We’re all on the same team
Master Marketing Program
Job Request System
Budget
Reporting
Transparency
Collaboration: Agree on tools, procedures, & responsibilities
Spreading the jobs
Collaboration: Spreading the jobs
Discipline
Collaboration: Having the discipline to follow thru
All you need to
remember is...
You know
how to do this
We work at the Y.
We’re
people-people
Families will be
angry at you
because you are
annoying
Families will be
angry at you
because they didn’t
find out first
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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Keeping camp families engaged all year long

Editor's Notes

  1. Amanda
  2. Get actionable data - open rates, CTR, hard bounces and unsubcribes Use eye catching brand visualization - HTML allows for more visually captivating / dynamic content, remember your alt text! More appropriate for new leads - if someone doesn’t yet know the camp director, an email from him could seem weird Opportunity for cross-marketing - same thing, girl scout troop leaders might be interested in summer camp, but they don’t yet know dan HANDOUT: Email Marketing Checklist:
  3. Get actionable data - open rates, CTR, hard bounces and unsubcribes Use eye catching brand visualization - HTML allows for more visually captivating / dynamic content, remember your alt text! More appropriate for new leads - if someone doesn’t yet know the camp director, an email from him could seem weird Opportunity for cross-marketing - same thing, girl scout troop leaders might be interested in summer camp, but they don’t yet know dan HANDOUT: Email Marketing Checklist:
  4. Dan
  5. Dan
  6. Dan
  7. Dan
  8. “Information asymmetry” means that people are more likely to research us online before picking up the phone or emailing us. Daniel Pink’s To Sell is Human.
  9. 80% example and 20% e
  10. 80% example and 20% e
  11. 80% example and 20% e
  12. 80% example and 20% e
  13. The U.S. Postal Service partnered with the Center for Neural Decision Making at Temple University’s Fox School of Business on a study to gauge responses to physical and digital advertising pieces. The researchers used brain imaging, biometrics (e.g., heart rate and respiration), eye tracking, and questionnaires to measure reactions.
  14. Evolves - live document (never finished) Collaborative - Shared with stakeholders in the organization Time Sensitive - Organized by when work must begin Delegated - responsibilities of each department outlined Record keeping - if I leave tomorrow, a plan is in place that can be understood by anyone and lessons learned are indicated in notes
  15. Master Marketing Program - marketing’s responsibility Job Request System - provides a channel for needs to be made known Budget - make sure you’re clear about who’s paying for what Reporting - monthly / weekly reports from Dan to marketing et al. Transparency - marketing shares their activities and results with programs and vice versa