Keep your prospect database current and maintain an active and ongoing “conversa- tion” with parents, campers and prospec- tive camp families.
7. Become part of the community. Leveraging connections from local commu- nity groups can be a great, fast and efficient way to expand your reach. Use your facili- ty to cost meetings for these groups if fea- sible. Ask if you can help these organiza- tions in any other way. If you and your camp are perceived as helpful and collabo- rative, favours may be repaid in the form of new camper referrals and endorsements.
8. Evaluate off-season opportunities. Many camps use their facilities for social events, community group meetings and other purposes. Analyze the feasibility of off-season programming for your facility. If you are already renting your camp, look at ways you might grow that business. Seek the insights of local event planners and other industry experts.
9. Prepare to meet the media. Camp sto- ries for consumer publications are being
Take all your materials and spread them out on a table,
along with those of your competition. Look at your website as if you are a prospective camp family, considering your program for the first time.
researched starting in January (or even ear- lier for long-lead publications). Update your press materials and look within your program for anything that might be con- sidered newsworthy. Look at what the media has covered in past seasons. If you run a day program, get to know your local journalists. If you are seeking broader exposure, consider enlisting the help of a professional PR firm and/or seek media training for yourself and other key camp staff.
10.Get smarter. By looking outside the camp industry to other types of industries (e.g., education, general business, enter- tainment), you can pick up some creative new ideas to take back to camp next sum- mer. The food, retail and automotive industries all draw on other types of busi-
nesses as sources of inspiration. Even small changes in the way you
think about, present and market your sum- mer program can result in big boosts in enrollment and perception. Make every day count — all year round!
CC
Nancy A. Shenker is founder and CEO of theONswitch (
www.theonswitch.com), a marketing consulting firm that specializes in “break through the clutter” marketing, public relations, and social media for a variety of businesses, products, and servic- es, including summer camps and teen pro- grams.
She speaks regularly at the
American Camp Association’s Tri State Camp Conference and other professional events on topics, including brand market- ing, social media, PR, research, and e-mar- keting. Contact:
nancys@theonswitch.com.
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