Getting your Campers and their Families to do (some of) Your Marketing for You If you are in a position to make summer camp marketing decisions, you’ve heard the term “word of mouth marketing” more times than you can remember. If you were playing camp marketing bingo, “word of mouth marketing” would be the center square. The big mistake I made when I took on the responsibility of making marketing decisions for a summer camp? I assumed this whole “word of mouth” thing would take care of itself. And it does, to some degree… but relying on it taking care of itself was causing us to miss out on a ton of word of mouth good will. I’ll explain where I was, and what I discovered. By the way – if you want to take a break and check out Travis Allison’s definitive slide-show on word of mouth marketing from his 2014 Tristate ACA conference, I couldn’t blame you. I learned a ton there, and much of what he covers is NOT covered below. The first step in developing a word of mouth “buzz” The big idea I had at the time was to create singular, memorable events at camp. Big events, with lots of pomp and circumstance. My...
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Engaging your #1 target audience There’s a trick to marketing that a lot of folks don’t know. I certainly didn’t when I first started trying to market summer camp. I was so desperate to engage all those other people out there. Those people, who if they just heard about my camp, would fill every bed for me next summer. Unfortunately for me, focusing on people who had never heard of my camp at the expense of those who had already heard of my camp was like fishing pennies out of a fountain while ignoring a stack of dollar bills on the bench next to me. You see, it really boils down to a math problem. Per the formula used in our summer camp retention tool, we realized what our average camper was worth to our camp, monetarily (not even including referrals, and volunteering – just what that camper alone would be worth over the lifetime of her experience with us). We then looked at our retention rate – roughly 63% at the time. So we asked ourselves – what would it cost us to increase our retention to 65%? How about 75%? Was 85% possible? We weren’t sure – but one thing was clear, spending $2,000 to advertise on...
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Congratulations! You’ve decided to market your camp! You’ve figured out why a kid should come to your camp instead of going elsewhere, and you’ve figured out what each camper is worth to your camp monetarily by using our summer camp retention tool, and you’re ready to dive into what to do next. Let’s start with a few broad concepts. Did you know that the average marketing budget for most non-profits represents between 9 and 11 percent of the overall budget? And maybe your camp is different, but at the places I’ve worked, camp marketing budgets tend to fall far below that. It makes sense, to some degree. We’re a word-of-mouth enterprise. Most of our new summer campers will come because their Moms went here, or because little Jack across the street said he couldn’t wait to go back next year. If your camp is like mine, however, you’ll occasionally get a comment like this: “Oh, I found you in the pennysaver,” New Camp Mom says. “And you’d never heard about us elsewhere?” I’d ask, incredulously. “Nope. But then I went to the website, and Robin thought it looked like fun!” And just like that, your camp has added your “what each camper is worth” figure to its bottom line,...
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