The No Brainer Camp Marketing Framework
Here’s a good approach to tackle the task of creating a marketing plan for your Camp. The
framework below is meant to trigger ideas and organize your thoughts in order to deliver
your story with a punch.
1. Understand Your Audience
Your target audience is primarily busy moms. Like all consumers, they’re looking for
exceptional experience, convenience, savings, fun, and results. To find out how they
decide on Camps, ask a few of them:
- What kind of information gets their attention?
- Who do they listen to for advice?
- What do they want in a Camp experience for their kids? (from registration to
- Where do they research Camps?
2. Make Your Camp Stand Out
Many Camps offer the same types of benefits: skills and endurance training, character
development, good habits, and increased self-confidence. These are great, but they’re
expected. Standing out is tougher than ever!
To win, you need to be “differentiated”. It’s a fancy term that means this:
- What makes your Camp different and better?
- How can you deliver excellence in a remarkable way?
If you don’t know the advantages of your Camp, how will your audience know them? Use
stories, quotes from satisfied parents or campers, or statistics that show the growth of
your camp or another important value you deliver.
3. Toot your own horn—loudly!
The Rule of Seven says that people typically must see a message seven times before it
registers! It takes multiple communications from a variety of channels to reach your
- Word-of-Mouth: In our 2012 Parent Camp Survey, 60% of parents said they find
out about Camps through friends. Ask for referrals, and provide easy ways (and
incentives) for your Campers to let their friends know about your Camp.
- Social Media: Today, word-of-mouth happens online, on social media sites. If
you’re not proficient, find a mom or kid who can help you find and engage with
campers and parents on at least Facebook and Twitter. Extra bonus points if you’re
also on Google+, Instagram and Pinterest. (Moms LOVE Pinterest!)
- Leverage your community’s schools. 46% of parents from our Parent Camp
Survey said they learn about Camps through school flyers. Note: You’ll have to do
something extra special to stand out above the back-to-school noise.
- Place an attractive kiosk and a friendly representative where your target
audience visits, such as your facility's entrance.
- Leverage your online Camp registration provider’s public listings of the Camps
that use their service. (e.g. www.ACTIVE.com)
4. Plan for next season
The end of Camp is the perfect time to capitalize on the built-up enthusiasm of your
- Provide post-Camp surveys that ask kids and parents what they liked, what they
didn’t like, and what they’d like to see again. Be sure to ask how Camp changed
them (to use in next year’s campaign).
- Offer a discount on next session’s registration fees by registering now. (Of
course, that means you have to have many details ready early, but that will only
continue to pay off throughout the year.)
- Utilize camp software to gather your data. While your memory is strong and your
next project hasn’t started, analyze the data of attendance, financials, what worked,
- Network with other Camp organizers and coaches. Most people need support to
stay enthused and build a successful camp. Whether that support is better tools or
new ideas from peers or industry leaders, don’t try to do this alone!