Steve_Cony
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Oct 17, 2008, 11:16 AM
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Summer Camp Marketing: What Now?
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By Steve Cony
As the “new economy” overwhelms us – not only with its uncertainty but also with its suddenness – each camp will face new challenges on the path to enrollments.
The good news: Parents need to place their children in summer programming in order to remain available for their jobs. Some previously stay-at-home parents may attempt to enter the workforce. In addition, parents have an innate interest in keeping their children not only occupied but also happy. Camp does that.
The other news: You need to preserve people’s perceptions of your value in the competitive marketplace, and doing this now requires an enhanced or even totally new message.
Consider the following “leads” toward new ways to persuade.
For the purpose of re-enrollments, some “talking points” to consider: - Your child has become accustomed to our camp – and has built a special relationship with us here.
- A child derives comfort and benefits significantly from continuity and familiarity.
- We pledge to maintain the standards that appealed to you originally.
For the purpose of new enrollments, ponder these “talking points”: - Summer camp is a vital part of a child’s growth and development . . . (for all the reasons that can be quoted from the ACA World of Good platform).
- Summer camp can provide your child with a delightful respite from the inevitable pressures that surround our homes and communities in these difficult times.
- Your child has a limited “window of opportunity” in her or his life to benefit from camp, and the decision to begin a new camp experience should not be put off.
This message should be delivered plainly and with sincerity: - A link on the Web site home page should direct visitors to a special new page, Special Message for Parents.
- A video clip, mounted on the Web site For Parents page, might feature the Owner and/or Director delivering this new message personally.
- A new letter from the Director and/or Owner should accompany all existing print materials.
This is a time to deliver your camp’s message warmly and personally, rather than just listing dates, rates, payment requirements, divisions, program elements and infirmary staffing.
Parents must clearly understand your camp’s superior value. That means finding a “story” – a Unique Selling Proposition – for your camp that clearly distinguishes you from the competitive options.
If you have never before included incentives in your pricing structure – sibling discounts, new camper referral fees, etc. – now is the time to reconsider. You can think about apparel items as alternatives to cash.
Even camps that have prepared carefully targeted marketing have not likely prepared for our current situation. This is an opportunity to tell your “story” more proudly than ever before.
Let’s end with a review of some key buzzwords:
Re-enrollments – special relationship . . . continuity . . . familiarity . . . home
New enrollments – growth . . . development . . . respite . . . window of opportunity
Steve Cony is a marketing consultant who assists camps with their marketing communications strategies and then moves on to fully develop Web sites, brochures, videos, direct mail campaigns, camp fair displays and more. He may be reached at 914-271-8482.
Visit Steve Cony's website: BiggerIdea.com
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(This post was edited by Steve_Cony on Oct 17, 2008, 11:34 AM)
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