Recently, a new camp director asked me for some thoughts on marketing a shiny, new summer camp. I started writing a paragraph and wound up with a novel. So, I did what any self-respecting camp director and blogger would do – I broke it into 3 parts. For you, dear reader, this means you can eat the elephant one bite at a time. For me, it means I get three posts for the price of one!
Tomorrow we’ll begin the series with Part 1: Marketing Summer Camp Without (a lot of) Money. Before we launch, I wanted to share a few disclaimers.
- No amount of marketing can fix a broken program, run-down facility, or poor customer service. Fix these things first.
- Use high touch as well as high tech. Commit to getting out of camp and meeting people. Whenever feasible, bring people to your site to interact with you and your staff. Use high tech marketing to promote your appearances and camp events (e-blasts, FB Ads or Invites, online ads and listings).
- Know your camp’s strengths and what makes your program unique. Being able to distinguish yourself from the pack is critical.
- Know your target market and the demographics of your current campers. This will guide you as you decide how to spend your precious marketing dollars.
- Every camping guru will tell you that word of mouth is the holy grail of marketing. Your task is to determine how to nurture and encourage this form of camper recruitment. Again, knowing the demographics of your camper family populations is crucial.
- No one has ever decided to be a camping or recreation professional because they were great at marketing. When you’re putting together your program’s marketing calendar, ask for a second opinion, and then get a third. Make sure these opinions come from someone with some expertise in sales or marketing.
- I am not a marketing guru, graphic designer, web developer, or sales genius. I am just a camp guy. I’m not sayin’ – I’m just sayin’ . . . .
Don’t Gamble! In my experience, marketing is both an art and a science. More often than not, we lean on the art rather than the science. As Jim Collins made clear in Great By Choice, great efforts in business were rarely a moment of pure insight or innovation. Rather, successful enterprises used empirical research to guide them to that success. Another good point by Mr. Collins involved the notion of firing bullets before cannonballs. In marketing, this might mean you try a particular promotion in a limited launch to determine its efficacy before committing all your resources to it. Move quickly. Be innovative. But more importantly, be smart.
Finally, I’d like to share my favorite quote of the week. “Do something. If it works, do more of it. If it doesn’t, do something else.” This advice comes from Franklin D. Roosevelt and it has served me well in marketing.
We’ll see you at Camp!
For more information on Nathan’s programs, YMCA Camp Conrad Weiser and Bynden Wood, visit the South Mountain YMCA Camps’ website at www.smymca.org.