Last Minute Marketing Your Summer Camp

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There are many things you can do, even in the spring of the year, that can increase the number of kids at your camp this summer.

Although we all hope to have our summer sessions full early in the year, many families do not begin to think of summer activities for their children until the snow is off the ground. Google records a big spike in the numbers of searches for "summer camp" starting the beginning of April.

In this presentation Travis Allison will share some of the best ideas that he has collected for having immediate impact on your camper numbers. Many of these have been tried and tested with his clients (non-profits, agency and private camps), some are brand new ideas that camps are trying out this year.

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Last Minute Marketing Your Summer Camp

  1. 1. SUMMER CAMP LAST MINUTE MARKETING YOUR TRAVIS ALLISON, GO CAMP PRO
  2. 2. MEET TOM
  3. 3. MEET TOM
  4. 4. YOU KNOW HOW…
  5. 5. THERE IS A WAY TO MOVE
  6. 6. BUT WHAT IF…
  7. 7. THE MISSION THE MONEY MOVES
  8. 8. LUCKILY
  9. 9. KNOW YOUR WHY 1.
  10. 10. THEY BUY WHY YOU DO IT. PEOPLE DON’T BUY WHAT YOU DO,
  11. 11. FOCUS ON EASY WINS 2.
  12. 12. How Well They Know You0 100 100 0 ProbabilityofBuyingCamp
  13. 13. How Well They Know You0 100 100 0 Focus Zone ProbabilityofBuyingCamp
  14. 14. How Well They Know You0 100 100 0 Focus Zone ProbabilityofBuyingCamp
  15. 15. BUYING CAMP PROCESS
  16. 16. WE NEED SOMETHING FOR OUR KID TO DO THIS SUMMER
  17. 17. WE NEED SOMETHING FOR OUR KID TO DO THIS SUMMER WE’RE GIVING THIS CAMP OUR MONEY AND OUR TRUST
  18. 18. WHAT ABOUT THIS CAMP THING?
  19. 19. WHAT ABOUT THIS CAMP THING? THAT’S STUPID -THEY’LL PROBABLY DIE
  20. 20. WHAT ABOUT THIS CAMP THING? THESE PEOPLE WE TRUST SEND THEIR KIDS TO CAMP… THAT’S STUPID -THEY’LL PROBABLY DIE
  21. 21. WHAT ABOUT THIS CAMP THING? THAT’S STUPID -THEY’LL PROBABLY DIE LET’S FIND OUT MORE THESE PEOPLE WE TRUST SEND THEIR KIDS TO CAMP…
  22. 22. WHAT ABOUT THIS CAMP THING? I THINK WE CAN TRUST THESE PEOPLE WITH OUR BABY THAT’S STUPID -THEY’LL PROBABLY DIE LET’S FIND OUT MORE THESE PEOPLE WE TRUST SEND THEIR KIDS TO CAMP…
  23. 23. WHAT ABOUT THIS CAMP THING? THESE PEOPLE WE TRUST SEND THEIR KIDS TO CAMP… LET’S FIND OUT MORE I THINK WE CAN TRUST THESE PEOPLE WITH OUR BABY I HAVE A QUESTION FOR THE DIRECTOR THAT’S STUPID -THEY’LL PROBABLY DIE
  24. 24. How Well They Know You0 100 100 0 Last Year’s Campers ProbabilityofBuyingCamp
  25. 25. GET THE CAMPERS YOU NEED. 3. USE THE CAMPERS YOU HAVE TO
  26. 26. How Well They Know You0 100 100 0 Last Year’s Campers Their Friends ProbabilityofBuyingCamp
  27. 27. How Well They Know You0 100 100 0 Last Year’s Campers Their Friends Camp Alumni ProbabilityofBuyingCamp
  28. 28. How Well They Know You0 100 100 0 Last Year’s Campers Their Friends Camp Alumni Focus Zone ProbabilityofBuyingCamp
  29. 29. I HAVE A QUESTION FOR THE DIRECTOR
  30. 30. How Well They Know You0 100 100 0 Last Year’s Campers Their Friends Camp Alumni Strategic Partnerships ProbabilityofBuyingCamp
  31. 31. How Well They Know You0 100 100 0 Last Year’s Campers Their Friends Camp Alumni Strategic Partnerships Email Marketing ProbabilityofBuyingCamp
  32. 32. SPEND SMART 4.
  33. 33. How Well They Know You0 100 ProbabilityofBuyingCamp 100 0 Last Year’s Campers Their Friends Camp Alumni Strategic Partnerships Email Marketing Everything Else: FB/Google Ads, Camp Fairs, Radio/newspaper ads
  34. 34. CLV
  35. 35. CLV = camper lifetime value
  36. 36. TUNE UP YOUR WEBSITE 5.
  37. 37. TIGHTEN YOUR BRAND 6.
  38. 38. TO SUCCEED IN MARKETING YOUR SUMMER CAMP REMEMBER TO @CampHacker S.E.R.V.E
  39. 39. STORIES TO BETTER BRAND YOUR CAMP REMEMBER TO S.E.R.V.E
  40. 40. EXPECTATIONS TO BETTER BRAND YOUR CAMP REMEMBER TO S.E.R.V.E
  41. 41. RELATIONSHIPS TO BETTER BRAND YOUR CAMP REMEMBER TO S.E.R.V.E
  42. 42. VISUALS TO BETTER BRAND YOUR CAMP REMEMBER TO S.E.R.V.E
  43. 43. EXPERIENCE TO BETTER BRAND YOUR CAMP REMEMBER TO S.E.R.V.E
  44. 44. TO BETTER BRAND YOUR CAMP REMEMBER TO S.E.R.V.E Stories Expectations Relationships Visuals Experience
  45. 45. WEBSITE/HOSTING/EMAIL COMPANIES A TALE OF TWO
  46. 46. DO YOU TRUST? WHICH ONE
  47. 47. GET RID OF INSIDER LANGUAGE
  48. 48. CAMP INSIDER WORDS ▸Magic
  49. 49. CAMP INSIDER WORDS ▸Magic ▸Traditional
  50. 50. CAMP INSIDER WORDS ▸Magic ▸Traditional ▸Residential
  51. 51. CAMP INSIDER WORDS
  52. 52. (NESTLED)
  53. 53. CUT CLUTTER
  54. 54. I TELL THEM NOTHING IF I TELL THEM 3 THINGS,
  55. 55. GET YOUR STAFF INVOLVED 7.
  56. 56. GIVE THEM TOOLS
  57. 57. REWARD YOUR KARENS 8.
  58. 58. BE USEFUL 9.
  59. 59. GO FOR THE RE-UP 10.
  60. 60. Photo: Bill Wadman
  61. 61. REMEMBER THIS?
  62. 62. FIND EASY WINS 2.
  63. 63. TELL YOUR STORY 11.
  64. 64. OF TIPS AND TRICKS for last minute marketing LOTS
  65. 65. QUALITY CONSISTENCY TRUMPS
  66. 66. OR…
  67. 67. GOOD ENOUGH PERFECT IS THE ENEMY OF
  68. 68. <DEEP BREATH>
  69. 69. CIRCUS THAT COMES TO TOWN BE THE ~JAMES DAVIS, GO CAMP PRO
  70. 70. BE THE CIRCUS
  71. 71. BE THE CIRCUS
  72. 72. April Insanity
  73. 73. THEN GET GIVE,
  74. 74. LOCAL SEO VIDEOS
  75. 75. THE REVIEWS RULE
  76. 76. ‣ FACEBOOK PAGE ‣ GOOGLE ‣ YELP ‣ CAMP RATINGZ
  77. 77. TO GOOD USE PUT YOUR SURVEYS
  78. 78. ADVERTISING BE SMART ABOUT
  79. 79. ‣ FACEBOOK PAGE ‣ GOOGLE ‣ LOCAL RADIO ‣ ***MOVIE THEATRE
  80. 80. How Well They Know You0 100 ProbabilityofBuyingCamp 100 0Everything Else: FB/Google Ads, Camp Fairs, Radio/newspaper ads
  81. 81. THAT’S STUPID -THEY’LL PROBABLY DIE
  82. 82. CAMP STOMPING GROUND
  83. 83. THEY BUY WHY YOU DO IT. PEOPLE DON’T BUY WHAT YOU DO,
  84. 84. RIGHT PARTNERS FIND THE
  85. 85. WHO’S CURRENT CUSTOMER IS YOUR NEXT CUSTOMER?
  86. 86. ‣ KIDS SHOE STORE ‣ CONSIGNMENT STORES ‣ CLUBS ‣ DENTISTS/ORTHODONTISTS ‣ PAEDIATRICIANS ‣ SPECIALTY HEALTH STORES ‣ GROCERY STORES/CO-OPS
  87. 87. MEDIA RELEASE WRITE A TIMELY
  88. 88. IF PEOPLE AREN’T TALKING ABOUT YOU, IT’S ‘CAUSE YOU’RE BORING. Seth Godin
  89. 89. PITCH A STORY
  90. 90. TRANSFORMATION STORIES TELL
  91. 91. FIVERR.COM RUN WILD ON
  92. 92. ‣ SPOKESPERSON ‣ INSPIRATION ‣ POSTERS
  93. 93. ‣ SPOKES PERSON ‣ INSPIRATION ‣ POSTERS ‣ MARC'S ANNOUNCEMENT
  94. 94. COMMUNITY CENTRE BE THE
  95. 95. ‣ COMMUNITY EVENT AT CAMP FOR FREE (WITH STAFF) ‣ COTTAGERS DAY ‣ PARTNER WITH A LOCAL PARENTING GROUP AND HOST THEM ‣ HOME SCHOOLERS ‣ QUILTER'S SPACE
  96. 96. thank you travis@gocamp.pro @camphacker

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